Rebuilding attribution to triple qualified leads
A weighted multi-touch model that folded offline conversions back into platform bidding, shifting the whole org from lead quantity to lead quality.
The free-zone funnel looked healthy on the surface, volume was up and to the right. But sales kept telling a different story: most leads never qualified. The platforms were optimising toward the wrong thing because they couldn't see what happened after the form fill.
I architected a weighted multi-touch attribution model that integrated offline conversion data across every active channel, feeding qualified-lead and closed-revenue signals back into Google and Meta bidding.
We layered WhatsApp Business API workflows across pre-qualification, qualification and post-sale, and rebuilt CRM segmentation so first-party data was structured for both activation and attribution.
More work
AI systems that audit every conversation
Internal AI tooling for SEO content production and contact-centre auditing, scoring conversations at full volume against compliance, intent and lead-quality.
Agency Growth · Paid MediaScaling an agency to Preferred Partner status
Paid media strategy across luxury, FMCG and service brands that scaled spend enough to earn Preferred Marketing Partner status with Meta and Google.