Case Study: a Fortune 500 bank optimizes marketing ROI and spend with Ugam's multi-touch attribution

Fortune 500 Bank - Customer Case Study

The marketing team of a Fortune 500 bank needed to validate its investment in a next-best action model by accurately attributing revenue contributions across its channels. The bank's previous method, last-touch attribution, was ineffective and lacked credibility. They engaged Ugam to implement a multi-touch attribution solution to address this challenge.

Ugam leveraged a Shapley-value based MTA model to equitably attribute revenue. This solution provided the bank with automated insights that better informed its budget and marketing decisions. The model’s results, which varied significantly from the last-touch method, successfully optimized the bank's marketing ROI and spend allocation across channels.