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Unify Your Customer Journey & Master Attribution with The Data-Driven Performance Stack

Are your ad platforms (Meta, Google, TikTok) all claiming credit for the same sale? This common issue of data silos leads to inflated conversion numbers, making it impossible to know your true Return on Ad Spend (ROAS). Compounded by privacy updates like iOS 14+, which cause massive data loss in traditional tracking pixels, you're likely wasting budget based on inaccurate, incomplete data.

This playbook details The Data-Driven Performance Stack, a powerful combination of tools designed to give you a single source of truth for marketing performance. By centralizing data from your e-commerce store (BigCommerce) and CRM (HubSpot) into a sophisticated attribution platform (Northbeam), you can overcome data silos. This stack provides a complete, granular view of the entire customer journey—from the very first ad click to repeat purchases—enabling you to accurately measure ROAS and calculate true customer lifetime value.

Expected Outcomes

  • Eliminate data silos with a single, unified view of marketing performance.
  • Achieve accurate, channel-specific Return on Ad Spend (ROAS) measurement.
  • Gain a complete understanding of the customer journey, from first touchpoint to lifetime value.
  • Make confident, data-driven budget allocation decisions to maximize growth and profitability.
  • Mitigate the impact of privacy updates like iOS 14+ with reliable, server-side data collection.

Core Tools in This Stack

Northbeam

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Northbeam is a marketing attribution and analytics platform designed for e-commerce brands. It leverages first-party data and machine learning to provide a unified view of marketing performance, tracking the entire customer journey to deliver accurate insights on ROAS, LTV, and media mix.

Key Features
  • Multi-touch attribution models (Linear, Time-Decay, U-Shaped)
  • First-party data pixel for accurate tracking
  • Customer journey visualization
  • Creative-level performance reporting
  • Real-time dashboards for ROAS, CPA, and LTV
  • Media Mix Modeling (MMM)
  • Integrations with major ad platforms (Meta, Google, TikTok) and e-commerce platforms (Shopify)
Ideal For

Company Size: Small, Medium, Large

Industries: Retail & E-commerce, Creative & Media, Health & Wellness

Pricing

Model: Subscription, Tiered, Quote-based

Tier: High

Ease of Use

Moderate

BigCommerce

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BigCommerce is an open SaaS e-commerce platform that provides businesses with the tools to build, run, and grow their online stores. It supports both B2C and B2B models with flexible, scalable solutions.

Key Features
  • Drag-and-drop page builder
  • Headless commerce APIs
  • Multi-Storefront management
  • Advanced B2B e-commerce features
  • Omni-channel selling (marketplaces, social)
  • Integrated payment and shipping options
  • Built-in SEO and marketing tools
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Retail & E-commerce, Business & Professional Services, Health & Wellness, Technology & Software, Other

Pricing

Model: Subscription-based, Tiered pricing, Usage-based

Tier: Medium

Ease of Use

Medium

HubSpot

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HubSpot is an all-in-one, AI-powered customer platform offering a suite of software for marketing, sales, customer service, content management, and operations, all built on a unified CRM database.

Key Features
  • Unified CRM Platform
  • Marketing Automation
  • Sales Pipeline Management
  • Help Desk & Ticketing System
  • Content Management System (CMS)
  • Email Marketing and Tracking
  • Landing Page and Form Builder
  • Advanced Analytics and Reporting
  • Data Sync and Integration
  • Live Chat and Chatbots
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit

Pricing

Model: Freemium, Subscription

Tier: Mid-range

Ease of Use

Easy to Moderate

The Workflow

graph TD subgraph "The Data-Driven Performance Stack" direction LR N0["Northbeam"] N1["BigCommerce"] N2["HubSpot"] N1 -- "Sends Order, Customer, & Product Data" --> N0 N2 -- "Syncs Contact, Deal, & Marketing Events" --> N0 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Northbeam Unified Customer Journey Sync

    This integration establishes a two-way data pipeline centered around Northbeam for comprehensive customer journey analysis. 1. **BigCommerce to Northbeam**: It sends all order data (including order ID, value, items purchased, discounts, and timestamps), customer information (email, name), and product catalog data. This provides the core transactional events for attribution modeling. 2. **HubSpot to Northbeam**: It syncs contact properties, company data, deal stages, and key marketing events from the contact timeline (e.g., email opens/clicks, form submissions, list memberships, lifecycle stage changes). 3. **Unification in Northbeam**: Northbeam uses its identity resolution technology, primarily keying off the customer's email address, to merge the anonymous touchpoints from its pixel with the transactional data from BigCommerce and the marketing/CRM data from HubSpot. The result is a single, chronological customer journey that maps every interaction, both pre- and post-purchase, allowing for accurate multi-touch attribution and LTV calculation.

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