The Challenge
Real estate lead generation spans multiple channels—direct mail, paid search, social ads, referrals, and organic inbound. Without proper attribution, it's impossible to know which channels actually drive profitable deals. I needed to build a system that tracks the full customer journey.
The Solution
I built a multi-touch attribution system that connects marketing activities to closed deals:
- Source tracking across all channels and campaigns
- Multi-touch models to credit the full customer journey
- Cost integration for true ROI calculation
- Self-service reporting for the marketing team
Technical Implementation
The attribution system combines marketing data with CRM outcomes:
- Python for data collection and identity resolution
- SQL & Cube for data modeling and semantic layer
- Metabase for self-service dashboards and ad-hoc analysis
- API integrations with ad platforms, CRM, and call tracking
Key Features
Identity Resolution
Match leads across touchpoints using email, phone, address, and cookie data. Build a complete view of each prospect's journey.
Attribution Models
Support for multiple attribution models:
- First touch (acquisition source)
- Last touch (conversion source)
- Linear (equal credit)
- Time decay (recent touchpoints weighted)
- Custom rules-based models
Channel Performance
Track performance by channel, campaign, and creative. Compare cost per lead, conversion rates, and ROI across the marketing mix.
Cohort Analysis
Analyze lead quality by source over time. Identify which channels produce leads that actually close.
Results
The attribution system enabled smarter marketing decisions:
- Clear ROI visibility for every marketing dollar
- 30% reduction in wasted ad spend
- 2x improvement in lead quality by shifting budget
- Faster optimization with real-time performance data