140%
Marketing ROI Increase
$900K
Ad Waste Eliminated (Yr 1)
$180K β $620K
Email Revenue Growth
The Challenge
Covera was spending $4.2M annually on digital advertising across 7 channels with no reliable attribution model. Marketing decisions were based on last-click data, causing significant budget misallocation and a 140% CAC inflation over 2 years.
Our Solution
We implemented Segment CDP for unified identity resolution, built a custom Markov-chain multi-touch attribution model, deployed Klaviyo email automation with 22 behavioral triggers, and connected all 7 ad channels to a unified analytics layer with weekly automated spend reallocation recommendations.
Tech stack
SegmentKlaviyoPythonSnowflakedbtSalesforceGoogle Analytics 4LookerMeta CAPI
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