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    From black-box attribution to full data ownership across web, app and marketing

    Client

    Service Points

    Industry

    Service platform

    The questions that shaped the project

    We want our own attribution definitions

    We want to own our data

    We want to measure the full journey from web to app

    We want to activate data back into marketing platforms

    We want transparency beyond black-box tools

    We want to maximize ROAS using first-party signals

    The Challenge

    Service Points has a growing customer base and heavy reliance on paid marketing, but no data ownership. All attribution lived inside third-party tools, limiting transparency, flexibility, and the ability to activate data back into marketing platforms.

    The Goal

    Build complete data ownership with custom attribution, measure the full customer journey from web to app, and send enriched first-party data back to marketing platforms to maximize ROAS.

    My Approach

    1 / 6

    Step 1

    Measurement Plan

    Define what matters before collecting anything.

    We define measurement around user intent, not tools or events.


    The See–Think–Do–Care framework ensures every KPI serves a decision.

    See

    Awareness

    "I'm exploring a problem space or solution category."

    Customer journey

    Step 2

    Data Collection

    Create a single source of truth.

    Once measurement is clear, we centralize all data sources into one warehouse — eliminating silos and enabling cross-channel visibility.


    We unified:

    • Web analytics across 5 domains
    • App platforms
    • Marketing data from 9 channels
    360°

    Step 3

    Identity Stitching

    Connect the dots across every touchpoint.

    With data centralized, we linked user identities across web, app, and marketing — creating a complete picture of the customer journey.


    This enabled:

    • Cross-domain tracking
    • Cross-device recognition
    • Cross-platform attribution
    • 3 attribution models

    Step 4

    Data Activation

    Turn insights into action.

    Owning data is powerful — activating it is where value is created.

    We closed the loop by feeding enriched first-party signals back to marketing platforms.


    This improved:

    • Bidding algorithm performance
    • Audience targeting precision
    • Return on ad spend (ROAS)

    Step 5

    Governance

    Build for scale, not just today.

    Every transformation was designed to be reproducible, transparent, and easy to extend — no black boxes, no tribal knowledge.


    We established:

    • Version-controlled SQL transformations
    • Automated orchestration with Dataform
    • Complete documentation

    Step 6

    Visualization

    Make decisions, not just reports.

    The final layer: a performance dashboard built for daily decision-making—not just monthly reporting.

    Service Points Performance Dashboard

    Results

    Full ownership of first-party data
    Single source of truth across web, app & marketing
    Custom attribution models
    Measurable cost per KPI
    Active data feedback into marketing platforms
    Scalable, privacy-compliant architecture
    "We had a complex question and used Laurens's expertise to guide us. Delivers on time and would recommend to others."
    Robin, Founder of Service Points

    Robin

    Founder, Service Points

    Ready to own your data stack?

    Let's grab a 15 minute digital coffee and discuss how I can help.

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