From unclear attribution to lower cost per acquisition
Nu-In was investing across multiple channels (Paid Social, Organic Social, Influencers, Email and Paid Search) but couldn’t clearly understand what was actually driving sales.
Because of overlapping attribution models, the same purchase was being credited to multiple channels. As a result, they didn’t have a reliable view of ROI or where to invest.
What I did:
- Validated and structured their Google Analytics setup to ensure reliable data
- Analysed customer journeys to identify overlap between channels
- Identified that influencer activity was being double-counted as a separate channel
- Reframed influencer marketing as a campaign within social, not a standalone channel
- Built a unified view of acquisition across channels
- Created a customer segmentation model (recency, frequency, spend)
Result:
- Clear understanding of which channels and campaigns were truly driving revenue
- Reduced cost per acquisition by focusing investment on high-performing channels
- Improved paid social performance using targeted audience segments
- Enabled more effective email marketing through segmentation and cross-selling
Client feedback
“Barbara helped us turn our data into actionable insights that significantly improved our marketing performance. By refining our customer targeting, we achieved a 30% increase in social media conversions. A clear indication of the impact of her work.
Beyond paid social, we were also able to apply these insights to our email campaigns, targeting customers based on their buying behaviour. This allowed us to create more relevant, effective campaigns and drive stronger overall results.”
Nu-In’s Paid Social & SEO Director
Want to achieve similar results with your data?
Every business is different, but the goal is always the same: having data you can trust and using it to make better decisions. If you’re currently working with data that feels unclear, inconsistent or hard to act on, I can help you bring structure and clarity to it.