Event sources
Product events
Kredete App
Prael conversations
Credit builder actions
Remittance sends
Card transactions
Marketing channels
Paid search (Google)
Social (Meta/TikTok)
Email campaigns
Referral program
Content / SEO
Push notifications
Conversion events
Account created
First transaction
Credit activated
Feature adoption
Subscription upgrade
1 Event collection & identity resolution
Event capture
Client SDK (mobile)
Server-side tracking
Webhook ingestion
UTM parameter parsing
Deep link tracking
Identity resolution
Cross-device merge
Anonymous → known
Email matching
Device fingerprint
Probabilistic linking
Data enrichment
Session reconstruction
Geo-location tag
Device/OS metadata
Campaign ID lookup
Cost data join
Quality control
Duplicate detection
Bot filtering
Timestamp validation
Schema enforcement
Consent check
2 Customer journey reconstruction
Journey stages
Awareness (first touch)
Consideration
Intent (signup)
Activation (first use)
Retention (repeat)
Touchpoint mapping
Sequence ordering
Time decay weights
Channel transitions
Interaction depth
Cross-product paths
AI journey analysis
Path clustering
Sequence prediction
Drop-off detection
Optimal path ID
Cohort comparison
Segmentation
High-value users
At-risk churn
Power users
New user cohorts
Geographic segments
3 Attribution model scoring
Rule-based models
First touch (awareness)
Last touch (conversion)
Linear (equal split)
Time decay
Position-based (U)
AI-driven models
Shapley value
Markov chain
LSTM sequence model
Causal inference
Incrementality test
Model ensemble
Weighted average
Confidence scoring
Model agreement
Bias correction
Cross-validation
Credit allocation
Revenue attribution
LTV attribution
Engagement credit
Cross-sell credit
Retention credit
4 Channel performance & budget optimization
Channel ROI
Referral: 8.2x ROAS
Organic: 6.1x
Email: 4.3x
Paid search: 3.1x
Social: 1.8x
Budget allocation
Marginal CPA analysis
Diminishing returns
Channel saturation
Reallocation suggest
What-if simulation
AI recommendations
Increase referral +20%
Shift social → email
Test new channel
Pause low ROAS
Seasonal adjustment
A/B testing
Creative testing
Audience testing
Bid strategy test
Landing page test
Statistical significance
5 Reporting & executive insights
Dashboards
Real-time attribution
Channel comparison
Journey visualization
Cohort analysis
Scheduled reports
Daily performance
Weekly channel mix
Monthly ROI review
Quarterly board deck
AI narratives
LLM-generated insights
Anomaly explanation
Trend commentary
Action recommendations
Business impact
CAC reduced 32%
ROAS improved 2.4x
$4.2M optimized/yr
LTV:CAC ratio 5.8:1
Attribution window: 30 days
Agent config
Active models
Shapley (primary) ✓
Markov chain ✓
LSTM (experimental)
Last-touch (baseline)
LLM integration
Insight generation
Natural language query
Report narration
Anomaly explanation
Data stack
Segment (CDP)
BigQuery (warehouse)
dbt (transforms)
Looker (viz)