Challenges Before Implementation

Because the product was a payment system for B2B use, the consideration period from awareness to contract was long, and customers moved across multiple channels (sponsored articles, webinars, search, SNS, and more). However, with the conventional analysis method that evaluates only the "last-click" ad, it was impossible to measure the value of the initial touchpoints that contributed to expanding awareness, making it difficult to get internal approval for budget allocation to brand awareness initiatives.

Solution by Agilely

We introduced Agilely's "attribution analysis feature" and shifted to an evaluation model that covers the entire customer journey. AI tracks all customer touchpoints and calculates the true "contribution" of each channel to conversions. We quantified and visualized on the dashboard how much seemingly hard-to-measure content such as owned media column articles and early-stage in-feed ads contributed to final deals.

Implementation Results

• Optimized budget allocation for awareness initiatives, increasing total lead acquisition by 30%

• Reduced monthly data aggregation work for internal reports and meetings by 20 hours

• Established a data-driven, evidence-based full-funnel marketing strategy

Future Outlook

"We can now clearly see which initiatives are working at which stage of the funnel. Going forward, we plan to link this analysis data with Agilely's automatic budget allocation feature and aim for fully automated optimization operations."