Who does L&Y Decision work with?

L&Y Decision works with e-commerce brands, DTC companies, and retail businesses — typically with revenues between $500K and $50M — who are serious about making evidence-based marketing decisions. They specialise in small and medium businesses ready to graduate from gut feeling.

What data access does L&Y Decision need to get started?

Read-only access to ad platforms (Meta Ads, Google Ads), analytics (GA4 or equivalent), and commerce data (Shopify, WooCommerce, etc.). L&Y Decision never touches campaign settings, budgets, or creative.

How quickly will e-commerce brands see results from decision science?

Most engagements deliver initial insights and recommendations within 2–4 weeks. Implementation of those recommendations typically produces measurable impact within 60–90 days. Causal inference and attribution model projects take 4–8 weeks by design.

Do you need an in-house data team for marketing attribution modeling?

No. L&Y Decision handles data extraction, transformation, and modeling entirely. If you can grant read access to your platforms, they do the rest. Many clients have no dedicated data function at all.

What is causal inference in marketing?

Causal inference in marketing is a statistical method that isolates the true incremental impact of advertising — measuring what would have happened without the ads (the counterfactual). Unlike correlation-based attribution, causal methods such as geo-holdout experiments, difference-in-differences, and Bayesian structural time-series prove that ads caused revenue, not merely correlated with it.

What is marketing mix modeling (MMM)?

Marketing mix modeling (MMM) is a statistical technique that quantifies how each marketing channel — paid search, social, email, TV, out-of-home — contributes to sales. Unlike last-click attribution, MMM uses aggregate time-series data to measure true channel contribution, accounting for external factors like seasonality and price changes.

← All Services

Attribution Modeling

Give every touchpoint the credit it deserves

A custom multi-touch attribution model that accurately maps how each channel contributes to conversions — across the full customer journey, not just the last click.

Book a Consultation

Investment:$6,000 – $20,000

4–5 weeks

Build timeline

Data-driven

Attribution approach

All channels

Coverage scope

Deliverables

What you get

Custom data-driven attribution model (not rules-based)

Customer journey mapping across all active channels

Channel contribution analysis with assisted conversion reporting

Budget reallocation recommendations based on true contribution

Ongoing model maintenance and recalibration protocol

Training session for your marketing team

Investment

$6,000 – $20,000

Fixed project scope

Timeline

4–5 weeks

Book a Consultation

Process

How it works

Journey Mapping

We map the complete customer journey — from first touchpoint to purchase — across every channel you run, including channels often missed in standard attribution.

Model Architecture

We build a data-driven attribution model calibrated to your specific customer journey patterns — not a generic template.

Validation

We validate the model against controlled holdout periods to ensure it reflects reality, not just mathematical elegance.

Insights & Recommendations

We translate model outputs into budget reallocation recommendations with projected revenue impact.

Ideal Client

This service is for you if…

E-commerce brands running 3+ paid channels who need to understand cross-channel contribution

DTC companies with longer consideration cycles where last-click attribution is clearly wrong

Retail businesses connecting digital marketing to in-store sales

Marketing teams preparing media planning for next quarter

What clients see

$2M+

Annual revenue attributed

For a DTC client, our attribution model directly attributed over $2M in annual revenue to channels that last-click had undervalued.

28%

Budget efficiency gain

Clients reallocating based on true multi-touch contribution see material efficiency improvements in 60–90 days.

Common questions

What's the difference between rules-based and data-driven attribution?

Rules-based models (linear, time-decay) distribute credit based on fixed assumptions. Data-driven models learn from your actual conversion paths and weight touchpoints based on statistical contribution.

Does this replace platform attribution?

Yes, for strategic decisions. Platform attribution is built by the platforms — it's inherently biased. Our model is independent and platform-agnostic.

How do you handle view-through conversions?

We build explicit rules for view-through attribution based on your category and typical consideration cycles, then validate the assumptions against holdout data.

Other services

Marketing Analytics Audit

A comprehensive review of your data stack, KPIs, and attribution gaps. We surface exactly where your measurement is broken and what it's costing you.

$3,000 – $8,000

Advertising ROI Modeling

Causal models that link ad spend directly to revenue and profit — not correlation, not last-click. Built for e-commerce, DTC, and retail teams who need to justify every dollar.

$5,000 – $15,000

Conversion Rate Optimization

Structured testing frameworks that eliminate guesswork. We design experiments with proper statistical power, monitor them correctly, and deliver conclusions you can act on with confidence.

$4,000 – $12,000

Currently accepting new clients

Ready to prove your marketing ROI?

Book a free 30-minute consultation. No commitment, just 30 minutes of clarity on what's actually driving your results.

Book Free Consultation

No commitment. Just 30 minutes of clarity.