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.
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.
The company faced two major obstacles:
Without a robust attribution model, they couldn’t confidently prove ad-driven sales growth or optimize pricing strategies.
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.
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.
