Modernizing Analytics for Smarter Attribution

The Challenge

With fundraising central to CHOP’s mission, the Foundation needed a modern analytics solution that was intuitive, reliable, and built to grow with organizational needs. The CHOP Foundation relied on outdated Qlik Sense dashboards that were slow, rigid, and difficult to scale. Staff struggled with poor usability, long load times, and the inability to model donor attribution effectively. These limitations made it hard for teams to analyze campaign performance and act on insights. Beyond improving usability, the Foundation also sought deeper visibility into donor behavior and campaign performance through advanced data integration and predictive analytics.

Our Approach

Modea partnered with CHOP to migrate and enhance its dashboards in Tableau while supporting a long-term vision for data democratization, attribution modeling, and advanced analytics. The process combined technical expertise with a consultative, collaborative approach to ensure success across strategy, design, and implementation.

Strategic Planning and Alignment

Modea began with a full assessment of CHOP’s dashboards, data flows, and stakeholder needs. Rather than replicating legacy dashboards one-for-one, we worked with leadership to redefine reporting priorities, streamline metrics, and design a framework that would scale. This consultative approach ensured the new solution addressed both immediate gaps and long-term goals.

Advanced Data Integration and Predictive Modeling

Our team addressed CHOP Foundation’s needs on two fronts. First, we unified disparate data sources by connecting web activity with donor profiles in their CRM, creating a single source of truth for donor interactions. We then developed a custom R library for advanced multi-touch attribution modeling, using machine learning to assign proportional revenue credit across complex donor journeys. Predictive analytics also helped CHOP anticipate likely next touchpoints and conversion probabilities, enabling their team to engage donors at the most impactful moments.

Solution

The result was a modern, responsive Tableau ecosystem that unified donor data and streamlined reporting. By combining technical execution with a consultative edge, Modea equipped CHOP with dashboards that were intuitive, reliable, and connected to a foundation for data-driven attribution modeling and predictive insight.

To achieve this, our analytics team developed a sophisticated, custom attribution modeling solution designed to create a holistic view of every donor’s journey. This strategy combined data integration, machine learning, and predictive analytics within CHOP’s existing infrastructure to ensure both innovation and sustainability.

Our approach involved:

• Connecting Disparate Data Sources: The most significant hurdle was unifying web touchpoint data with donor profiles in the DonorForce CRM. Modea leveraged analytics reporting APIs to systematically map anonymous web activities to known individuals within the CRM, creating a single source of truth for each donor’s online and offline interactions.

• Advanced Attribution Modeling: We built a custom R library powered by a machine learning algorithm optimized for multi-touch attribution. This probabilistic model moved beyond simplistic first- or last-touch attribution, enabling analysis of complex donor journeys and assigning proportional revenue credit to each channel based on its influence on conversion.

• Predictive Analytics: By analyzing these donor paths, Modea identified behavioral patterns and predicted the most likely next touchpoint for each potential donor. This allowed CHOP to assign conversion probabilities and proactively engage at the most impactful moments, improving efficiency and conversion outcomes.

• Seamless Integration: To ensure long-term usability, the custom R library was designed to integrate directly with CHOP’s existing data infrastructure and workflows. This approach allowed the team to adopt and extend the solution without disrupting established processes.

Results

Modea’s solution delivered measurable improvements across usability, efficiency, and fundraising performance.

• Improved user adoption and staff satisfaction through modern, intuitive dashboards that streamlined reporting, reduced overload, and improved load times.
• Strengthened collaboration between analytics and design teams, ensuring dashboards met both functional and aesthetic goals.
• Unified donor data and CRM activity to enable multi-touch attribution, predictive insight, and data-driven decision-making across fundraising initiatives.
• Increased marketing ROI by helping CHOP allocate budgets toward the most effective channels identified by the attribution model.
• Enhanced fundraising outcomes with clearer visibility into the donor journey, enabling targeted campaigns and personalized outreach that improved donation and conversion rates.

Technologies Used