Customer 360 — Omnichannel Journey & Attribution
Crestfall Software · $19.8M ARR · 310 Active Accounts
CAC Payback Period
17.2mo
Shapley Attribution Accuracy
87%
Channel-Cohort LTV
$67.2K
Attribution-Adj Pipeline
$4.2M
Customer Journey Flow — Anonymous to Active
Thickness = volume; largest drop-off at SQL→Opportunity (41%)
Multi-Touch Revenue Attribution (Shapley)
Budget Allocation vs. Attribution Weight
Alert: Webinar (19% attribution, 8% budget) & Organic SEO (22% / 12%) are underfunded.
End-to-End Funnel with Stage Velocity Overlay
Bar = conversion %; Line = avg days in stage
Digital Engagement (DERFI) — Recency × Frequency
Support Touchpoint Density by Journey Phase
Journey Touchpoint Account Table
| Account |
First Touch |
Journey Days |
Touchpoints |
Stage |
ARR |
DERFI |
| Redwood Industries |
Organic SEO |
38 |
14 |
Customer |
$84K |
92 |
| Cascade Tech |
Webinar |
29 |
11 |
Opportunity |
$120K |
78 |
| Summit Financial |
Paid Search |
51 |
19 |
Customer |
$96K |
85 |
| Horizon Labs |
Events |
67 |
22 |
SQL |
— |
64 |
| Pinnacle Corp |
Organic SEO |
33 |
12 |
Customer |
$72K |
88 |
| Vertex Solutions |
Partner |
44 |
16 |
Opportunity |
$144K |
71 |
| Apex Dynamics |
Webinar |
26 |
9 |
Customer |
$60K |
94 |
| Atlas Group |
Paid Search |
58 |
21 |
MQL |
— |
52 |
Journey Velocity by ICP Segment
Channel Touchpoint Overlap Rate
Post-Sale Engagement Score Distribution
Attribution Weight vs. Budget Allocation Trend (90 days)
Blue = Shapley attribution weight; Orange = actual budget allocation