Back to Projects
Digital Marketing Projects•Growth Marketing EngineerClient Project

Multi-Touch Marketing Attribution Engine

Custom data analytics model mapping multi-channel customer touchpoints to measure true ROI per ad channel.

The Problem

Last-click attribution in Google Analytics gave 100% credit to bottom-funnel Search ads, starving top-funnel Social campaigns. The marketing team was misallocating budget without knowing true path-to-conversion performance.

The Solution & Approach

  • Ingested raw web interaction logs and ad spend data from Facebook Ads, Google Ads, and CRM APIs.
  • Built Markov Chain & Data-Driven Attribution models in Python to calculate channel contribution scores.
  • Created automated Looker Studio & Python dashboards displaying multi-touch conversion paths.

System Architecture

Ad APIs & GA4 Event Stream → Python Data Pipeline → Markov Chain Model → BigQuery → Interactive Dashboards

Tech Stack

PythonPandasBigQueryGA4 Data APILooker StudioSQL

Impact & Results

  • ✦Reallocated 22% of ad budget to high-performing mid-funnel campaigns
  • ✦Lowered Customer Acquisition Cost (CAC) by 18% across paid channels
  • ✦Enabled real-time attribution tracking for $50k+ monthly ad spend

What I Learned

Understood the mathematical limitations of single-touch attribution models and how Markov chain transition probabilities reveal hidden assist channels in B2B customer journeys.

← Browse All Projects
07 / CONTACT

LET'S BUILD SOMETHING SMARTER

Whether you want to build an AI-powered application, automate a workflow, improve your marketing systems, or solve a business problem with technology — let's talk.