Every channel claimed the conversion.
None of them could prove what it added.

MSC is a world leader in global container shipping, operating in a digital environment where a prospect touches several channels before converting. The decision is slow, considered, and rarely attributable to one click.

The company had no data-driven view of how each channel contributed to new client acquisition, which meant budget allocation across paid, organic, direct and referral could not be argued from evidence. It was argued from opinion.

We implemented a Markov chain attribution model, calculating the transition probabilities between touchpoints across the full customer journey. The output quantifies the incremental contribution of each channel to conversion, which is a different question from which channel was touched last.

Around it we structured campaign data recording so audiences could be built from it, issued coordination recommendations to stop channels cannibalising each other, and delivered budget reallocation guidance derived from the model rather than from channel-level reporting.

The first Markov chain attribution model we built for a shipping client, and the output that finally let a media budget follow evidence rather than opinion. Reallocation alone, with no increase in spend, returned 12%.

“comtogether with their strategic and fast turnaround has helped us improve our digital presence with the launch of campaigns across many countries. The ongoing communication, expertise and proactive approach they have with our team is greatly appreciated and has helped us develop key winning strategies.”