Marketing Channel Attribution Analysis for BrightPath E-Commerce

BrightPath is a mid-size direct-to-consumer e-commerce company selling home goods and kitchen products. They spend across five marketing channels — paid search, paid social, display ads, email, and organic search — and have been growing steadily over the past two years.

The CMO is preparing next quarter's budget allocation and is concerned that the current last-click attribution model may be misrepresenting which channels actually drive conversions.