Omni-channel Attribution Model for Home Appliances

This document is a technical report detailing the findings of a diagnostic study conducted by Adbytzz on the impact of online digital campaigns on offline and marketplace purchases for a home appliance brand valued at $500 million. The report outlines the establishment of an omni-channel attribution model that integrates user data to track the customer journey from online discovery to offline purchase. It presents three key insights aimed at addressing growth stagnation, including the identification of a single source of truth, the integration of offline conversion data, and the development of custom attribution models. The report includes various tables illustrating channel-wise and platform-wise distributions of purchases, as well as month-on-month contributions of paid channels to offline purchases. The findings indicate that online campaigns significantly influence offline purchases, with a notable percentage of overall business attributed to these digital efforts. The report emphasizes the importance of data integration for optimizing online campaigns and enhancing overall business performance.