U.S. Cellular serves over 10.6 million customers nationwide, driving mobile phone activations through multi-channel marketing efforts. When the organization discovered that sales originating from online media were being misattributed to offline sales channels, it turned to Cardinal Path for a custom analytics framework. The solution connected disparate reporting systems to analyze nearly 10 terabytes of historical customer data and reclassify incorrect sales attributions. Now, U.S. Cellular has a scalable, repeatable way to analyze customer behavior, understand digital’s true impact against sales, and more precisely forecast sales by channel – all on a monthly basis.