Success story: How Gorgias transitioned from single-touch to data rich multi-touch attribution using Dreamdata
So many important touchpoints happen across channels and sourcing teams throughout the customer journey.
By using Dreamdata’s platform, Gorgias was able to identify all these touchpoints, allowing them to enhance collaboration between their teams and help accelerate growth.
Key results Gorgias achieves with Dreamdata:
High-quality multi-touch insights that are actionable and perfectly tailored for both data teams and business teams
Enabled Gorgias’ growth teams to directly pull up data on custom Sisense dashboards for any given deal or channel of acquisition
Continued data accuracy and agile setup for future scaling
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“It’s a real strength to have accurate data being refreshed every day with all the touchpoints of any given deal, prospect, before and after deal creation, with numerous additional insights in terms of revenue model or attribution model.”
About Gorgias
Gorgias is a SaaS tech startup that helps independent ecommerce brands provide an outstanding customer service experience. Gorgias recently raised a $25M series B round.
The Gorgias ecommerce helpdesk empowers merchants to deliver exceptional support: multichannel customer service, automation of repetitive tasks, and holistic views of customers.
By centralizing customer interactions and automating responses to repetitive questions, support agents can become sales associates who spend more time on meaningful, profitable interactions with customers.
So what prompted Gorgias to make the switch from one-source to multi-source attribution?
The challenge: switching from single-touch to multi-touch while safeguarding data accuracy
The Growth Ops Team at Gorgias works on cross-team and Data Science projects, supporting all other growth teams from Marketing and Business Development, to Sales and Success.
Growth Ops functions as Gorgias’ internal data consultants. They’re also responsible for the growth stack (Hubspot, Segment, Vitally, Hull, etc) in collaboration with Business Intelligence, Data Management and Data Science/Analytics departments.
They have two main data sourcing teams: Growth Marketing and Business Development. Both teams generate data across several distinct channels, e.g. advertisements, outbounds for Growth Marketing, agency partners, app partners for Business Development, etc.
Until recently, any deal closed in these channels was attributed to a single source only, following a prioritization process defined in Hull.
Once this was no longer scaleable or lived up to their main KPI of data accuracy, the Growth Ops Team knew it was time to look for a multi-touch attribution tool.
The more they grew, the more issues they encountered with their single-touch attribution model as, throughout the customer journey, many significant touchpoints can happen, from several channels and sourcing teams. “We needed to acknowledge and consider all these touchpoints,” says Noémie.
And so Gorgias went looking and found Dreamdata.
The solution: holistic insights generated from in-house data
Gorgias’ Growth Ops Team was impressed with Dreamdata’s rich selection of revenue attribution models, which made it possible for them to find a solution tailored to their needs.
Gorgias used first touch attribution before Dreamdata, which failed to give an accurate view of their data and didn’t properly acknowledge all touchpoints.
They’re able to select the attribution model most suited to their setup, which in their case is the W-shaped attribution model. “We can’t wait to see the upcoming improvements with the release of a Non-Direct W-shaped model, neglecting all direct touchpoints, namely all touchpoints that are not classified to an attributable channel,” says Noémie.
Another main perk is that Gorgias is able to set up a Dreamdata database directly in their own Big Query data warehouse.
This allows their Growth Ops Team to have direct access to Dreamdata’s insights on custom Sisense dashboards for any given deal or channel of acquisition. “The data is very well structured, clean and easy to use.”
They’re even able to create their own custom model.
“It’s a real strength to have accurate data being refreshed every day with all the touchpoints of any given deal, prospect, before and after deal creation, with numerous additional insights in terms of revenue model or attribution model,” Noémie Happi.
Future plans
Gorgias is currently in the process of revamping their general reporting in terms of performance and ARR closed, as well as updating all of their main growth dashboards and tables to incorporate Dreamdata’s insights.
“Indeed, we’re transitioning from a one-source attribution to a multi-touch attribution, to enhance and empower collaboration between the teams,” says Noémie.
Gorgias is also in the process of setting up a reward-based salary scheme using Dreamdata’s multi-touch modelling: rewarding successful performance of all teams involved in generating revenue.
Gorgias’ advice to companies who want to switch to multi-touch attribution
Any event needs to be correctly tracked and associated with the right user in your CRM to get the most accurate insights. Which is exactly what motivates Gorgias to follow best practices in terms of data management.
“Having clean, accurate data combined with solid tracking processes is mandatory when switching to multi-touch attribution,” Noémie advises. “It may seem like a pain point during the setup as it definitely costs in time to clean and update our processes, but it results in a solid and robust growth stack that enables high-quality multi-touch insights in Dreamdata that are actionable.”
Gorgias walks through how they use Dreamdata and Hightouch in this webinar.
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