Case Study: U.S. Cellular achieves accurate sales attribution and forecasting with Google Cloud Platform

U.S. Cellular reveals true impact of digital media on sales with Google Analytics Premium

U.S. Cellular, the fifth-largest U.S. telecom with over 10 million customers, discovered that many online-originated activations were being misattributed to in-store and telesales channels, which inflated offline sales figures and undermined forecasting, media-mix decisions and customer-value analysis.

Working with Cardinal Path and using Google Analytics Premium with BigQuery, the team integrated and analyzed terabytes of data, mapped end-to-end user paths, and built an automated analytics framework. They reclassified roughly half of previously misattributed activations, created a forecasting dashboard, and gained a clearer, more accurate view of digital’s true contribution to sales and the customer journey.

U.S. Cellular

Katie Birmingham

Digital & Ecommerce Analyst