Our Propensity Engine
Predicting What Matters Most
What is Propensity?
Propensity (prəˈpen.sə.ti) - noun, formal
The probability or likelihood of a user taking a specific action.
With Cubed, we've revolutionised digital marketing attribution with our advanced Propensity Engine. Unlike traditional last-click models that oversimplify the customer journey, our proprietary technology reveals the true value of every touchpoint in your marketing ecosystem.
How Our Propensity Engine Works
Our sophisticated model combines multiple data sources to deliver unprecedented insight:
Comprehensive Data Integration: We merge your behavioural, traffic, and event data with multiple additional sources to build a complete picture of customer interactions.
Precise Probability Calculation: Our engine calculates the likelihood of users completing any given goal, from micro-conversions to final purchases.
Multi-Goal Tracking: We measure not just your primary objective but also critical secondary goals—the essential steps along the customer journey.
Fair Attribution That Drives Results
The Propensity Engine calculates the change in conversion probability (delta) after each interaction. This revolutionary approach:
Attributes value based on actual impact rather than arbitrary models
Fairly distributes credit across all channels based on their true contribution
Reveals hidden value in underappreciated channels like display advertising and OOH campaigns
Real Results From Our Clients
Lovehoney: £734,000 Annual Profit Growth
Through a robust geo-split test comparing Google's tracking with our Propensity Engine, Lovehoney achieved remarkable results:
£734,000 additional profit per year in just one test territory
Dramatically improved ROI from paid advertising campaigns
Data-driven optimisation of marketing spend across channels
FatFace: Uncovering Hidden Display Ad Value
FatFace struggled to measure display advertising performance. Our Propensity Engine:
Reallocated £6.7M in revenue from direct and email channels to display
Increased recognised value of display advertising from <1% to 9% revenue share
Provided evidence-based justification for marketing budget allocation
National Telecoms Brand: Eliminating Channel Cannibalisation
Our analysis revealed cross-channel cannibalisation and created digital synergy:
Identified that 40% of PPC-initiated journeys came from returning customers
Reallocating £1M from underperforming campaigns
Optimised the multichannel mix for maximum effectiveness
Western Union: Global Digital Transformation
Our Propensity Engine identified Western Union's biggest opportunities across core markets:
Achieved 15% new customer growth
Delivered 32% ROI improvement
Uncovered eight strategic themes that guided their future digital strategy
Unlock Your Marketing's True Potential
The Cubed Propensity Engine delivers what other attribution models can't: a fair, accurate picture of what's really driving conversions. Our clients consistently discover:
Which channels deserve more investment
Where budget is being wasted
How to optimise the customer journey for maximum conversion
The true ROI of impression-based and offline marketing