Case Study: Largest Pet Insurance Company improves marketing attribution and CPA tracking with Quantiphi

Developing a customer attribution mapping using Google Analytics

Quantiphi worked with the Largest Pet Insurance Company, one of the largest pet insurance providers in the US, to improve marketing attribution. The customer needed a way to attribute sales across different marketing channels, including web and call center activity, and wanted to apply a Google Analytics touch model such as first-click or last-click while accounting for association campaigns and missing channel attribution.

Quantiphi implemented a customer attribution mapping solution using Google Analytics, Google Cloud Storage, Google Compute Engine, BigQuery, decision trees, and Tableau. The result was a Tableau dashboard that showed sales attribution by channel and the cost spent on each channel, enabling the customer to calculate channel CPA and better understand marketing performance.