DC Storm’s Attribution Chaining Optimises Alpharooms’ Online Marketing Performance
Alpharooms has used DC Storm for attribution analysis since 2007, but the model it used was implemented when its product range was simpler and the market place less competitive.
Alpharooms has implemented a new attribution model that uses DC Storm’s attribution chaining technology to better capture and reflect the behaviour in the diverse paths to conversion.
The improved attribution model:
- Better exposes the real value of the marketing activities
- Has resulted in a significant change in budget allocation, an increase in sales and a reduction in cost of sale
- 18% of sale value has been distributed differently with a 7% increase in click volume
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