Marketing Attribution and Customer Segmentation

Overview

Independent marketing analytics project focused on channel comparison, segmentation, retention concepts, and clear separation between rule-based attribution, experiments, and correlation.

Business problem

Which channels and customer segments create valuable, retained customers rather than inexpensive but low-quality conversions?

Analysis and approach

• Define acquisition and retention KPIs
• Compare channels on value, not only CPA
• Segment customers by behavior or value
• Label attribution evidence strength clearly

Skills: Campaign performance · Segmentation · Cohort analysis · Attribution concepts

Evidence and visuals

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  Evidence placeholder — synthetic channel and cohort visuals pending.

Findings and outcome

• Low CPA does not guarantee valuable retained customers.
• Rule-based attribution should not be described as causal lift.
• Segment-level retention changes the budget conversation.

Outcome: An analysis framework that distinguishes channel quality and retained customer value from low-quality inexpensive conversions using synthetic campaign data.

Recommendations

1. 1

   Report channel quality with retention or LTV proxies beside CPA.

2. 2

   Label last-touch and other rule-based models as observational.

3. 3

   Use experiments when incremental lift decisions are high stakes.