Cracking the Code on E-Commerce Attribution
A Fortune 10 leader set out to solve a critical challenge—proving the true impact of digital ads on e-commerce sales.
They suspected they were leaving money on the table by not fully attributing ad spend to conversions. The problem? A lack of visibility into customer behavior and missing data. The only company that had solved this at scale was a major competitor, and they needed to do it better.
Turning guesswork into a competitive edge
Vision
Proving Ad Dollars Drive Real Sales
A Fortune 10 leader set out to solve a critical challenge—proving the true impact of digital ads on e-commerce sales. They suspected they were leaving money on the table by not fully attributing ad spend to conversions. The problem? A lack of visibility into customer behavior and missing data. The only company that had solved this at scale was a major competitor, and they needed to do it better.
Challenge
Missing Data, Missing Expertise
The company faced two major obstacles:
- Incomplete Data: Crucial insights were inaccessible, making it difficult to track the full customer journey.
- Limited Econometrics Expertise: Solving this required hyper-specific knowledge that only a handful of experts in the world possessed.
Without a robust attribution model, they couldn’t confidently prove ad-driven sales growth or optimize pricing strategies.
Breakthrough
Reframing the Problem
KUNGFU.AI introduced advanced econometric techniques to fill in missing data gaps, providing predictive insights rather than relying solely on direct tracking. We also developed a data quality metric to evaluate which data sources had the strongest attribution signals, allowing for a more accurate and actionable model.
Outcome
A Smarter Way to Price Ads
The success of this project led to a long-term R&D partnership, helping the company refine its approach to attribution. Their new model is now rolling out, giving them a data-driven way to price ads, optimize spend, and capture greater revenue opportunities.
