Case Study
Creating Real-Time Attribution at Moov
Data-Driven Marketing ROI
3.1x
Increase in marketing ROI
42%
Lower cost per lead
68%
Budget reallocated
The Challenge
Starting From Zero
As the first marketing hire and founding product marketing manager at Moov, I faced a significant challenge: marketing investments were being made without clear visibility into their impact on business outcomes. In the highly specialized semiconductor equipment marketplace, understanding which channels and tactics were driving qualified leads was crucial for efficient resource allocation.
In this B2B marketplace environment, prospects often interacted with multiple marketing touchpoints before becoming qualified leads. Without proper attribution, we were essentially investing in marketing activities blindly, unable to determine which channels deserved more resources and which were underperforming.
Specific Challenges
- No systematic way to track marketing's contribution to pipeline and revenue
- Multiple disconnected data sources (CRM, website analytics, marketing automation)
- Limited marketing budget that needed to be optimized for maximum impact
- Complex buyer journeys spanning multiple touchpoints and long sales cycles
- Difficulty in justifying marketing investments to leadership without clear ROI data
The Solution
Building a Real-Time Attribution System
I recognized that solving this challenge required more than basic analytics tracking—we needed a comprehensive attribution system that could connect marketing activities directly to business outcomes.
1. Data Integration Foundation
The first step was to create a unified data environment where marketing and sales data could be integrated. This involved:
- Establishing consistent UTM parameter frameworks
- Implementing enhanced event tracking in GA4
- Creating custom fields in our CRM
- Developing API connections between platforms
- Setting up first-party cookie tracking
2. Multi-Touch Attribution Model
Rather than relying on simplistic "last-click" attribution, I designed a weighted multi-touch attribution model that better reflected our complex B2B buyer journey:
30%
First Touch
30%
Lead Conversion Touch
25%
Last Touch Before Opportunity
15%
Influencing Touches
3. Looker Studio Dashboard Development
The heart of our attribution system was a custom Looker Studio dashboard that served as the central command center for all marketing decisions. I built this dashboard to:
- Visualize the customer journey from first touch to qualified opportunity
- Display attribution by channel, campaign, content piece, and market segment
- Calculate cost-per-lead, cost-per-opportunity, and ROI for each initiative
- Show trend data to identify emerging patterns
- Provide both high-level executive views and detailed tactical insights
4. Real-Time Decision Framework
Beyond just creating visualizations, I developed a structured decision framework to ensure the data drove actual marketing decisions:
- Weekly performance review protocol with specific metrics thresholds
- Budget reallocation rules triggered by ROI performance indicators
- A/B testing methodology to continuously optimize underperforming channels
- Channel saturation indicators to prevent diminishing returns
5. Cross-Functional Data Sharing
To maximize the impact of our attribution system, I established a cross-functional data sharing approach:
- Created simplified dashboard views for sales and executive teams
- Developed automated weekly email summaries highlighting key insights
- Built custom reports for product teams showing feature engagement
- Established joint marketing and sales reviews of attribution data
The Results
Data-Driven Marketing Transformation
Strategic Budget Optimization
The real-time nature of our attribution dashboard enabled quick, strategic decisions about budget allocation. For example:
- Identified that LinkedIn campaigns targeting procurement managers delivered 4.7x higher ROI than industry publications
- Discovered webinars were delivering 3.2x more pipeline than originally measured
- Reallocated over $50,000 from underperforming trade shows to more effective channels
Executive Alignment
The attribution dashboard transformed conversations with leadership:
- Shifted from justifying costs to strategic growth discussions
- Created clear line-of-sight from activities to pipeline
- Established marketing as a data-driven function
- Built confidence for increasing investments in high-performing areas
Cross-Functional Impact
The attribution system improved collaboration across departments:
- Sales actively requested support in high-performing channels
- Product teams prioritized features driving engagement
- Customer success improved channel-specific onboarding
- Finance gained confidence in marketing forecasts
Key Performance Metrics
3.1x
Increase in marketing ROI
42%
Reduction in cost per lead
28%
Improvement in lead-to-opportunity
2.5x
Increase in marketing-sourced pipeline