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How LED Lightning Upgraded Their Marketing Attribution

Attribution in B2B is messy. Long sales cycles, invisible touchpoints, multiple channels all trying to take credit—it’s a data warzone. LED Lighting Supply knew this. 

They weren’t naïve about platform-reported metrics, but their old setup was clunky: part guesswork, part spreadsheet, and a whole lot of manual wrangling. They needed clarity—not just numbers, but a full view of the buyer journey. 

That’s where this project started. What followed was a full overhaul: mapping every touchpoint, building a data warehouse from scratch, creating custom pipelines, and rolling it all into clean, interactive dashboards in Looker Studio. 

The result? A fully automated attribution model that actually reflects how their customers buy—and saves them hours of data pain every single month. Here's how we did it.

The Challenge

Like many B2B brands, LED Lighting Supply has a complex buying cycle that involves multiple touchpoints and several weeks (even months). 

This makes marketing attribution very challenging. Not only does each channel (call, email, ads, agents) try to claim a sale, but some touchpoints can be completely invisible to analytics.

The Solution

Solving complex problems should always start with mapping the current situation and planning the ideal solution. This project was no different. 

We first mapped all touchpoints and data sources and then planned the data warehouse together with pipelines and other components.

Next, we built a robust data warehouse using Google BigQuery that receives data from all of the relevant sources, loaded and transformed using custom data pipelines.

After historical data was loaded into the data warehouse, we started working on: 

  1. Data normalization
  2. Defining metrics
  3. Defining attribution models. 

We ensured that the system is flexible so it can be modified as needs change or new sources get added into the mix.

Finally, we made this data accessible for the client and their partners in the form of interactive dashboards built into the Looker Studio.

The Results

Before Speero started working on its attribution, LED Lighting Supply wasn’t completely blind in terms of marketing attribution. It didn’t simply believe any one platform and it’s numbers either. 

They had long realized there’s much more to marketing attribution. Their old model involved a lot of manual work, was more prone to error, and simply didn’t process all of the thousands of data points.

Speero was able to make the attribution modelling fully automated, process all data, and make it accessible via interactive dashboards. For the first time, LED Lightning was able to see their whole buyer cycle and vital touch points.

This saves LED Lighting Supply many hours of valuable time every month and makes the results much more trustworthy.

Key Takeaways

1

Map out attribution

This includes listing all traffic sources, common user journeys and deciding on the attribution model that best meets specific needs of a business.

1

Automate attribution

Although a resource-heavy task, automation saves tons of time in the long run and isn’t prone to error as much as manual work.

1

Create interactive dashboards

They make data and insights available to a wider audience, and are especially useful for executives who want to see what’s ‘green, yellow, or red’ fast.

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