Case Study : IWG Regus

Using Markov chain analysis to understand prospecting activity for Regus
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How we showed the true impact of prospecting activity across Facebook and display, allowing Regus to better allocate marketing budget

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The challenge
Serviced office provider Regus wanted to gain a better understanding of the value of each stage of the marketing funnel, in order to allocate appropriate credit for each activity.
The approach
Croud pulled multi-channel funnel path data from Google Analytics into statistical software R, extracting all the conversion path data from GA into R in order to apply a custom attribution model. Running the Markov chain attribution model in R determined the appropriate credit for each step of each pathway.
The results
The Markov model showed that prospecting activity had been highly The Markov model showed that prospecting activity had been highly undervalued, with a subsequent 275% increase in conversion credit given to Facebook and display. This understanding allowed Regus to better allocate their spend.
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