Fintech
Redpin is a UK based fintech platform revolutionising the way people send money internationally. With a focus on simplicity, speed and competitive exchange rates, Redpin serves both individual customers and cross-border SMEs. Operating in a crowded, highly competitive market where over £8.5 billion is transferred internationally by UK consumers and SMEs each year, Redpin needed a smarter way to understand what truly drove growth and how to maximise marketing performance at scale.
Redpin had plenty of data, but none of it was connected. Their attribution model relied on basic last-click logic, missing the complexity of multi-channel user journeys. As paid marketing spend grew over 30% year-on-year and investor pressure increased, making decisions based on instinct was no longer viable. The team faced key challenges: marketing data from platforms like Salesforce, Google Ads, Bing, and affiliate networks sat in silos, creating conflicting metrics and poor visibility. Reporting was done manually in spreadsheets, often delayed by 2–3 days, slowing down optimisation and reducing trust in the numbers. Without multi-touch attribution, they lacked a clear view of how channels worked together or which combinations actually drove conversions.
Day1Data led the transformation of Redpin’s marketing data infrastructure, replacing fragmented systems with a unified, scalable setup. In Phase 1, the team migrated Redpin’s marketing data to Snowflake, enabling fast, centralised access for data teams and stakeholders. Automated pipelines were built using Fivetran to integrate Salesforce, Google Ads, Bing, and GA4, with daily refreshes. All core marketing metrics - including CAC, CPA, ROAS, LTV, and channel-specific KPIs - were rebuilt in dbt to establish a single source of truth across global markets. In Phase 2, Day1Data introduced a custom multi-touch attribution model that more accurately reflected the full customer journey across paid, organic, and referral channels - moving far beyond last-click logic. A suite of interactive Tableau dashboards gave teams real-time visibility into channel ROI, spend trends, campaign performance, and conversion paths. A regression-based budget simulator was also deployed, allowing Redpin to test spend scenarios and optimise investment before making decisions.
Smarter Budget Allocation: £1.3 million in potential annual savings by reducing wasted spend and improving ROI targeting. Operational Efficiency: Weekly reporting time was cut by 90%, freeing up capacity equal to a full-time analyst. Marketing Attribution & Insights: A multi-touch attribution model replaced outdated last-click logic, giving a clearer view of what truly drives conversions.
