Date Completed
Winter 12-16-2025
Project Type
Undergraduate Research Project
Department
Business
First Advisor
Daniel Silverman
Abstract
This case study examines how BlueSnap powered by Payroc can strengthen marketing attribution across a complex B2B funnel using its existing information systems. BlueSnap runs multichannel campaigns across paid search, paid social, display/CTV, email, SEO/PR, content syndication, and partner programs, but fragmented tracking across HubSpot, Salesforce, and media platforms prevents a unified, causal view of performance. The analysis combines a process and data-flow map of the TOFU-MOFU-BOFU customer journey, KPI and dashboard review, and a SWOT lens to diagnose issues in data integration, attribution modeling, and KPI interpretation. Findings show that attribution challenges stem less from lack of conceptual understanding and more from stack design, data governance, cross-device behavior, and organizational expectations that favor simple, short-term metrics. Heuristic first-touch, last-touch, and U-shaped models under-credit upper-funnel, partner, and CTV channels, while qualitative signals (“How did you hear about us?”) and one-off lift tests are not organized into a formal measurement system. The case recommends a phased, internally owned approach: treating HubSpot and Salesforce as a “virtual CDP” through stronger data integration and governance, adding a simple data-driven multitouch attribution model, standardizing qualitative source fields (including ChatGPT/LLMs and partners), instituting a small ongoing program of lift and incrementality tests, and aligning KPIs and dashboards with B2B buying realities and long-term value. Together, these steps reposition attribution from routine reporting to a decision-support capability that guides budget allocation and defends investments in brand, partners, and AI discoverability.
Recommended Citation
Sturdevant, Lily Abigial, "Strengthening Marketing Attribution Across the Funnel at BlueSnap powered by Payroc" (2025). Business Analytics Student Projects and Publications. 7.
https://scholars.unh.edu/business_analytics/7