At a Glance
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Firm type: National mass tort
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Market: Multi-state U.S.
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Ad spend: $250k/month across digital + radio
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Timeline: 120 days
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Stack: MMM with lagged attribution windows
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Primary challenge: Unclear ROI across channels with long sales cycles
Key Insight
What seemed like wasted radio spend turned out to be a critical memory anchor that lifted downstream search and case conversions.
Problem
A mass tort firm was pouring $250k/month into ads but couldn’t tell which channels actually drove signed cases. Radio was considered a “legacy” channel, and executives debated cutting it to fund more digital.
Approach
QuantiMedia deployed MMM with 30–90 day lag windows, reflecting the long research-to-sign-up process common in mass tort cases. Analysis showed that radio created an uplift in search and direct inquiries weeks later — even though last-click attribution gave it zero credit.
Results
Radio was revealed to contribute to 18% of signed cases. Instead of cutting it, the firm doubled down on radio + PPC synergy. Within three months, case sign-ups rose 37% without raising total spend, while CPA per case fell.
Benefits
1
Lagged Attribution That Matches Reality
Standard attribution models ignored the fact that mass tort cases take weeks or months to convert. By applying lagged attribution windows, MMM captured the true long-term effect of channels like radio. This meant the firm was no longer undervaluing critical top-of-funnel channels.
2
Channel Rebalancing for Efficiency
With data in hand, the firm shifted budget back into radio and aligned it with digital campaigns. This balance allowed radio to feed digital demand while paid search closed the loop, creating a synergy that maximized both channels instead of pitting them against each other.
3
Better Intake Forecasting and Confidence
By understanding the lag between exposure and intake, the firm was able to predict lead flow with far greater accuracy. Intake teams could plan resources better, and the partners had more confidence in knowing what to expect from their spend each month.