The Challenge

Morrow Ventures, an operational investment firm with portfolio companies in the health-tech sector, faced several acquisition analytics challenges. Drop-off rates in user flows were unclear, making it difficult to identify where potential customers were lost. The team struggled to identify and prioritize marketing initiatives that drove quality traffic. And inefficiencies in campaign performance comparison and strategy monitoring slowed decision-making.

What We Did

Adasight implemented a systematic five-step approach:

1. Audit and data consolidation — Consolidated data from various channels into a unified view
2. User experience analysis — Mapped user journeys to identify specific drop-off points and friction
3. Campaign analysis and ROI evaluation — Assessed campaign performance to determine which initiatives delivered the best returns
4. Attribution modeling — Built attribution models to understand how different marketing touchpoints contributed to conversions
5. Monitoring and reporting — Established regular strategy reviews with ongoing performance tracking

The Results

The engagement delivered streamlined reporting in one centralized location, identification and reduction of user journey friction points, an optimized cross-channel advertising strategy with budget reallocation to higher-performing channels, a custom analytics dashboard enabling real-time KPI measurement, and performance trend reports supporting ongoing optimization decisions.