Kinective
Design & Implementation of New Marketing Attribution System
Overview
Kinective is a leading provider of banking operations platforms, offering an open and connected technology ecosystem that empowers financial institutions to modernize operations and enhance customer experiences. Formed in 2023 through the strategic merger of CFM, NXTsoft, and IMM, Kinective delivers integrated solutions encompassing branch automation, document workflow, digital connectivity, and data intelligence . Serving over 3,400 banks and credit unions nationwide, the company facilitates seamless integration between legacy systems and modern fintech applications, enabling institutions to scale innovation efficiently.
Problem
Kinective faced a significant challenge in accurately attributing the effectiveness of their marketing efforts across multiple channels and platforms. The company’s existing marketing attribution methodology was fragmented, making it difficult to measure the true impact of their campaigns on revenue generation. As a result, Kinective needed a more robust and integrated solution that could seamlessly connect their HubSpot and Salesforce platforms, providing a unified view of their marketing performance.
Key Project Milestones
Key Project Milestones
To address Kinective’s marketing attribution challenges, LeanScale undertook the following key milestones:
Discovery and Planning
Discovery and Planning
Collaborated with Kinective’s marketing and sales teams to understand their existing processes and identify the requirements for a new marketing attribution methodology.
HubSpot and Salesforce Integration
HubSpot and Salesforce Integration
Designed and implemented a seamless integration between HubSpot and Salesforce, enabling the synchronization of customer data and marketing metrics.
Custom Attribution Model Development
Custom Attribution Model Development
Developed a custom attribution model that could accurately attribute revenue to specific marketing campaigns and channels, providing Kinective with a clear understanding of their marketing ROI.
Data Migration and Validation
Data Migration and Validation
Migrated Kinective’s existing marketing data into the new system and validated the accuracy of the data to ensure a smooth transition
Training and Handover
Training and Handover
Provided comprehensive training to Kinective’s marketing and sales teams on the new marketing attribution methodology, ensuring they were equipped to maximize its potential.
Outcome
The successful design and implementation of the new marketing attribution methodology with HubSpot and Salesforce enabled Kinective to gain a deeper understanding of their marketing performance and make data-driven decisions. With a unified view of their marketing data, Kinective can now accurately measure the impact of their campaigns on revenue generation, optimize their marketing strategies, and drive further growth. By partnering with LeanScale, Kinective was able to enhance their marketing capabilities and improve their overall go-to-market efficiency.
