Case Study: Leading E-Learning Provider achieves 30% ROI lift and £200,000 AdWords savings with Fospha multi-touch attribution integrated with Kenshoo

Making Multi-Touch Attribution Work in a Leading E-Learning Provider

Fospha helped a leading e-learning provider struggling with spiralling customer acquisition costs, an over-reliance on Paid Search, and a lack of insight into how digital activity translated into offline revenue. The client was stuck on last-click attribution despite a complex customer journey, which prevented experimentation (notably on Facebook) and focused optimisation on top-of-funnel leads rather than ROI.

Fospha deployed web tags and a Customer Data Platform to stitch touchpoints into single customer views, layered in channel cost and CRM revenue, applied proprietary multi-touch attribution algorithms, and integrated outcomes with Kenshoo for automated bid changes and reporting. The work uncovered that 30% of keyword spend was wasted, 20% of keywords were under-invested, delivered an estimated £200,000 AdWords saving without impacting leads or revenue, and produced a 30% increase in ROI while enabling budget redistribution to channels like Facebook, email and SEO.