The Challenge
What PurpleX Was Facing
PurpleX needed a marketing attribution platform that could model a B2B enterprise sales funnel with touchpoints across channels, time horizons, and multiple buying committee members that HubSpot, Marketo, and generic attribution tools were fundamentally unable to represent. The standard last-touch and linear models produced attribution outputs that marketing leadership knew were wrong but could not disprove — the tools did not allow custom attribution logic. Reporting to the board on marketing ROI required manual correction of every automated report.
The Solution
What We Built
We built a bespoke marketing attribution platform where the attribution model — multi-touch, account-based, with configurable decay curves and buying committee weighting — was defined by PurpleX and encoded in the system rather than constrained by a vendor's assumptions. The platform ingested touchpoint data from CRM, paid media APIs, and web analytics, and produced attribution outputs that matched how the business actually thought about the funnel. Custom dashboards allowed marketing to explore attribution by segment, channel, and campaign without needing a data analyst.
Results