Introducing Cubed
Change your tech...
Cubed uses a lightweight Javascript tag, deployed in an explicitly first-party way, across all pages of your site.
This tag gathers data on every single session and every single pageview on your website. It then supplements this, first with API connections to your other martech solutions (Google Ads, Meta, CRM systems etc) along with industry data from market-leading tools like SEMRush and Google Search Console.
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This much is not unique to us.
The real magic of Cubed lies in what our intelligent AI then does with this data.
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... then change the game
By snapping together multiple touchpoints and crunching them through a powerful neural network (AKA 'machine-learning AI') Cubed establishes the 'propensity' (the percentage likelihood) of each user completing each goal that you predefined.
Measuring the 'metrics that matter' to your business and your objectives is the difference between mere data and truly actionable insight.
Your Cubed multitouch propensity attribution model wont work for any other business.
Because you and your customers are not like any other business.
01
Simple, supported setup
Our implementation specialists work with you to ensure the Cubed tag is effectively deployed across all pages of your site. Our strategists will then work with you to define your business 'goals' - these are all of the events that Cubed will later measure the 'propensity score' of (the likelihood of any given user going on to complete those goals in future).
Most customers consider a 'sales conversion' their primary goal, but Cubed offers unlimited tracking of all the 'metrics that matter'. Email signups, brochure requests, appointment bookings, app downloads... If it needs a click on your site to do it, Cubed can give you the percentage likelihood of each user doing so.
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Powerful, actionable insight.
02
Training your model
So you know your goals and you have deployed your new tag. Now the real fun begins, as each user who visits your site is now training your unique, customised analytics implementation.
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Every time a user arrives on site the tag fires. With every page they move to and every event they trigger the tag updates. At the end of every journey (when the user leaves your site) Cubed then adds this knowledge to that of every prior user and starts to calculate the propensity scores of this most recent visitor going on to complete the goals you have defined.
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This is available in real-time within the Cubed tag (enabling targeting tools to promote personalised, propensity-led content to that user when they return) or in retrospect (enabling you to understand, segment and report on the deeper nuances of your customers' behaviour).
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Don't just react to your customers. Show them a way forwards.
03
Adopting Multitouch Attribution
After a few days (depending on your traffic volumes) your customised model will have sufficient confidence to start predicting propensities in real time. Though it is worth noting that it never stops learning and constantly works to reconfirm and correct its understanding.
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Business priorities change, consumer behaviour ebbs and flows and your content is constantly being updated. By evolving your customised multitouch attribution model through all of this uncertainty you gain a consistent and reliable view of a complex landscape.
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Keep moving, keep iterating and keep growing.
04
Measure metrics that matter
A retail business looking to increase sales volume and items per basket would have very different requirements to a tourist board looking to drive awareness and brochure downloads. Similarly, a B2B manufacturer's lead gen activity looks very different to a B2C pure player.
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Having identified your goals, Cubed then offers customised reporting dashboards which surface those metrics that matter most to you in your unique circumstances.
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By configuring your attribution to match both your business priorities (goals) and your customers' behaviour (propensity) you derive genuinely actionable insights that you can test in the field with full measurability.
Try more, do more, win more.
05
Evolve your customised model
Cubed never stops learning. Every user you welcome to your site and every page they see goes into the machine learning cycle, ensuring your analytics evolve along with your business.
You can introduce new goals easily, and with full support from our dedicated team, you can re-categorise activity across channels, page types or customer cohorts and then create 'advanced patterns' to automatically apply blanket reallocations and data corrections as nuance and exceptions manifest.
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You can develop your own customised report tables and dashboards, integrate new sources of additional data into Cubed (the model just LOVES new data!) or you can integrate Cubed propensity insights with your other systems.
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A business that fails to evolve fails to survive. Your data, when connected well, modelled intelligently and updated constantly, is the best way to manage such an existential risk.
06
Growth through Propensity
Once you have your goals defined, Cubed's tags deployed, the Propensity Model fully trained and an ongoing program of improvements and reiteration established, you will - perhaps for the first time - have a reliable and meanginful view of the shape of your business and marketing.
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You will know which channels are the true drivers of eventual sales and which campaigns within each are the heroes and villains of the piece. You will know which page types are driving your upper, mid and lower funnel journeys to the conclusions they reach and nudge them towards the conclusions you want.
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And you will have clear line of sight to 'behavioural cohorts'. Groups of prospective customers exhibiting common traits that you can target and personalise to.
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Multitouch attribution via Cubed's incremental propensity methodology results in clear, unambiguous performance reporting.
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And clear reporting yields clear actions.
