In today's cross-platform CSSBUY
The Multi-Platform Challenge
Typical proxy purchase campaigns deploy ads across Instagram, influencer unboxing videos, and Email newsletters simultaneously. Traditional last-click attribution severely undervalues assisted conversions, creating misleading performance data.
Building the Markov Attribution Model
The CSSBUY team implemented a transition probability matrix within their tracking spreadsheet to:
- Map 12,790 customer paths across 90 days
- Calculate channel removal effects using Shapley values
- Identify assist-to-close patterns by device type
| Channel |
First-Touch % |
Assisted % |
Markov Value |
| IG Story Ads |
22.1% |
18.7% |
21.4% |
| KOL Unboxing |
9.3% |
41.2% |
34.8% |
| EDM Campaigns |
18.6% |
11.9% |
14.2% |
The Video Content Breakthrough
Stage-weighted analysis showed fashion influencer videos on Xiaohongshu and YouTube Shorts:
- Contributed 35% of high-LTV customers (6+ repeat purchases)
- Had 62% higher watch-through rates vs. platform averages
- Generated 2.3x more tagged CSSBUY.Link shares
Budget Reallocation Impact
Shifting spend to video-first strategies while maintaining omnichannel touchpoints:
- Reduced CAC from $11.4 →
- Increased 90-day retention by 28%
- Boosted UGC submissions by 41%
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