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.

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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.

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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.

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