Fospha have helped us to improve our paid search performance through unlocking important insights through multi-touch campaign attribution, allowing us to redistribute of paid search budget effectively and increase return on investment.
Liberis Group is an award-winning business finance provider specialising in small business funding. They’ve helped over 10,000 small businesses across the globe, providing them with over £300m in funding and supporting 82,000 jobs.
Liberis built a data-driven marketing strategy and increased revenue by £88k
Increase visibility of the customer’s digital journey
Accurately assess the value of each marketing channel to understand how to optimize cross- channel spending more dynamically
Understanding Channel Performance
Fospha placed web tags to capture granular information about where Liberis’s visitors were coming from, how many times they visited the site and which individual pages they landed on most frequently.
This data was then combined with offline sales and revenue information in the Liberis Customer Data Platform (CDP) which Fospha custom-built for the client.
With this bespoke CDP, Fospha was able to create a clearer view of their customer journey, through both online and offline channels by layering CRM and website data with further information from Liberis’s AdWords, paid search, organic, direct, and social media campaigns.
Fospha applied their Multi-Touch Attribution (MTA) model to enable Liberis to accurately identify the marketing performance of each individual channel in their campaigns.
This MTA algorithm allowed the client to assign accurate credit to each keyword, highlighting those that were over or undervalued.
INSIGHTS & RESULTS
Fospha found that
Some keywords had been instrumental in leading to a conversion, whist some had not.
Liberis could use this insight to redistribute their paid search budget, focusing on keywords with the highest rate of performance and optimizing return on investment (ROI).
Fospha’s solutions yielded a
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