etc healthcare

1. Business Requirements

• Defined the

• Defined the primary business question: Which marketing channels drive the most value for a DTC healthcare brand?
• Identified key metrics: Sessions, Conversions, CPA, ROAS, Funnel Drop-Off Rates.
• Outlined conversion types: Product purchase, appointment booking, newsletter signup.
• Determined attribution models for comparison: Last-Click, First-Click, Linear, Time-Decay (with planned expansion to Shapley/Markov).
• Specified data requirements: multi-channel sessions, user demographics, events, ad spend, keyword data.

Findings So Far

The interim analysis has already revealed insights that would change spend allocation if applied in a real healthcare marketing setting:

• Awareness channels like Organic and Paid Social are undervalued by last-click reporting, even though they often start journeys.
• Email campaigns provide strong mid-funnel support, bringing users back into the conversion funnel.
• Direct and Paid Search act as closing channels, but over-allocating spend to them risks starving demand generation.
• The choice of attribution model directly changes budget recommendations—linear and first-click models justify higher investment in Social and Email, whereas last-click pushes spend toward Paid Search.