Horizon Services: Revenue Attribution, Forecasting & Testing Environments
Transforming a billion-dollar home services leader with advanced marketing intelligence.
Horizon Services is one of the largest home services companies in the northeastern United States, specializing in heating, cooling, and plumbing since 1987. With partner companies and service regions spanning multiple states, Horizon generates over $1B in annual revenue. Their scale, service complexity, and weather-sensitive business model required modern intelligence systems capable of guiding both day-to-day tactical decisions and multi-year revenue planning.
The Brief
Horizon has a long-standing reputation for exceptional service, but its marketing intelligence infrastructure needed a future-ready overhaul. With millions of dollars in annual media spend, dozens of regions, overlapping service brands, strong seasonality, and fluctuating weather-driven demand, they needed a system that could finally answer the big questions:
- What marketing channels are truly driving revenue?
- How should we adjust spending based on weather patterns, seasonality, and zip-code realities?
- Which consumers are most likely to convert, and what is their lifetime value?
- How do we unite online and offline touchpoints into one source of truth?
- And most importantly: what levers produce real revenue growth?
Simple Simple leads Horizon’s PowerBI development and complete marketing intelligence ecosystem, creating dynamic testing environments, forecasting tools, and C-suite dashboards that guide the entire organization.
Our Approach
1. Unified Revenue Attribution Model
Horizon’s marketing spans everything from paid search and TV spots to direct mail, billboards, and seasonal promotions. We built a unified attribution system that:
- Combines online + offline marketing signals
- Connects media spend to actual revenue outcomes
- Identifies true ROAS and ROI per region
- Surfaces cross-channel patterns that were previously invisible
For the first time, Horizon can see how awareness impacts search, how weather impacts urgency, and how consumer pathways change across markets.
2. Multi-Touch User Journey Mapping
Home services do not follow a simple linear funnel. People research, get quotes, wait, react to weather, compare providers, and bounce between devices. We built a multi-touch attribution model that:
- Tracks users across every digital point of contact
- Incorporates call tracking, form fills, CRM inputs, and offline call-ins
- Identifies which touchpoints create meaningful intent
- Shows which channels people actually convert from
This gives Horizon a complete understanding of consumer habits across all digital environments, not just last-click.
3. Weather Forecasting Models That Guide Media Spend
Heating and cooling demand are directly tied to temperature. We created forecasting environments that incorporate:
- Weather projections
- Seasonal patterns
- Localized climate fluctuations
- Zip-code specific service history
These forecasting tools allow Horizon to pre-allocate media spend, shift budgets by region, and activate campaigns at the exact right moment, often days before competitors react.
4. Regional Dashboards for Every Business Tier
Different teams need different information. We built dashboards for:
- C-Suite
- Performance vs. target
- Revenue trends
- Marketing efficiency
- Forecasting and risk analysis
- Management
- Regional performance
- Channel performance
- Lead quality and volume
- Labour capacity insights
- Tactical Teams
- Daily operational metrics
- Call volume
- Conversion behaviour
- Keyword and ad-level performance
Horizon now has clarity at every level, from high-level strategy to hands-on optimization.
5. Lifetime Value & Customer Cycle Intelligence
Not all customers are created equal. HVAC replacements, annual maintenance plans, plumbing emergencies – each has a different lifetime revenue potential. We built models that evaluate:
- Value per service type
- Retention potential
- Upgrade opportunities
- Seasonal behaviors
- High-value household profiles
This allows Horizon to focus on the right customers, not just more customers.
Technologies & Tools Used
- Google Analytics
- Google Ads
- Google Search Console
- CallRail
- ServiceTitan
- Snowflake
- Looker Studios
- Microsoft PowerBI
Wins for Horizon Services
- Complete revenue attribution across all marketing initiatives
- Multi-touch attribution connecting online + offline behaviour
- Weather forecasting models that guide media pivots
- Region-specific ad-buy insights to flag lever opportunities
- Full lifecycle visibility, from awareness to booked service to repeat customer
- Distinct dashboards tailored to C-Suite, managers, and tactical teams
- Improved ROAS and marketing efficiency across all markets
Horizon now operates with a single source of truth that informs marketing, operations, finance, and executive strategy.
FAQ
How does weather forecasting help an HVAC company?
Heating and cooling demand are highly temperature-dependent. Our models allow Horizon to forecast spikes in service demand, adjust budgets by region, and pre-activate campaigns before weather changes, giving them a competitive edge.
How does multi-touch attribution improve ROAS?
Instead of relying on last-click attribution, our system reveals which ads, keywords, and channels actually influence customer decisions, allowing more intelligent budget allocation and reduced waste.
Why does Horizon need segmented dashboards?
Executives need forecasting and revenue trends. Managers need regional performance. Tactical teams need daily operational metrics. Segmented dashboards ensure that everyone receives actionable, relevant information in real time.