Alight Analytics

The client didn’t have a traditional CRM system to store lead data, so they didn’t know when or if leads were converting to become new patients. Using Alight’s ChannelMix platform, that data was then moved via SFTP to an encrypted data warehouse alongside performance data from the agency Using Tableau, Meghan and her team created an ROI dashboard that showed how paid media led to incremental web and phone leads, and then how many of those leads ultimately became patients as a result of paid media efforts. ChannelMix automated the collection of campaign data from more than eight different sources, including paid digital media sources like Google Ads and The Trade Desk, alongside Google Analytics web data, call-tracking data, and contact form and webchat reporting.

A software platform can use APIs to get data from multiple sources and bring that data together in a single report, like a dashboard that shows the latest results from all your paid media in one view. Why APIs Don’t Always Work as Intended APIs aren’t foolproof. But your email platform’s API doesn’t report the totals that you need Instead, we’ll set up an automated process where a report is downloaded as a spreadsheet from the source platform (including all the data you’d normally get through the platform’s online dashboard) and sent via secure FTP or email to ChannelMix.

It’s the million-dollar data science question: How much data do I need to produce a high-quality marketing attribution model, one that can accurately determine the contribution of different marketing channels to a conversion? While there’s no answer truly set in stone, we can study our existing models and begin to build up a working understanding of what has worked in the past. Does one model have a higher R squared value than the other because it’s a better model? So we investigated the effect of the longest channel length (the channel with the most data), the shortest channel length (the channel with the least data) and the number of channels in the model.

She plays an essential role on our team as she connects marketers with the information they need about Alight’s solutions. I support Alight’s Sales and Growth teams, helping marketers find the perfect analytics solution for their needs and get up and running as quickly as possible. Prior to that role, I spent many years in the hospitality industry as an Event Sales Manager, selling event spaces with food and beverage. Plus, after a year of dealing with a pandemic, I know for sure I couldn’t do a year by myself solo (even though my 3-year-old and husband make me sometimes think otherwise).