Attribution

In Enterprise Sales, attribution is a crucial component of testing a pilot and proving out ROI. Without a proper attribution strategy, the client will not know whether the pilot is working or not. So the goal is to coauthor a data-driven attribution model.

Attribution is a part of pre-sale and post-sale as the EAE will help to determine the attribution methodology based upon the type of lead that the client wants (ex. Calls and call tracking).

Additionally, within the attribution methodology, the EAE helps to determine the KPI and the KPI goal. For example, if the client is trying to determine how many calls turned into appointments, we would pick the KPI of meaningful calls and then determine how many seconds or minutes it takes to set an appointment. This time period would then become the minimum for a meaningful call (KPI threshold). From there, the EAE and the client seek to determine the target Cost per Meaningful Call to establish the KPI goal.

I. PRESALE

Coauthor attribution method (ex. call tracking, pixels, store visits)

Pick KPI

Pick KPI goal

II. MID CAMPAIGN

Campaign performance check-ins

Performing monitoring and improvements (Key KPIs)

III. POST CAMPAIGN

Proposal with results (performance against KPIs & ROAS measurements)

Improvements

Strategy to grow spend on platform (upgrade)

FALLBACK ATTRIBUTION METHODOLOGY When we don’t have a granular attribution methodology in place like pixels or store visits or when something happens to the data, we need a backup. 1. % of customers that turn into a sale from each type of lead 2. LTV of one customer 3. Compute ROI at end of time period based upon agreed upon assumptions (inputs)

By applying a level of confidence and average client spend, we can get to the KPI of CPL or CPA.

PULL TIME RANGE REPORTS TO OBTAIN PERFORMANCE DATA OVER THE TIME PERIOD:

1. Appearances impressions

2. User views

3. Leads

ATTRIBUTION OF LEADS:

1. Calls - call tracking

2. Website clicks and form fills - pixels

3. Store visits - store visits

BLENDED CPA:

VALUE: Transparency on performance to support data driven decisions

TELLING A STORY WITH THE DATA:

1. It's working and we are hitting our KPIs

2. Since we are hitting our KPIs, we should upgrade and/or scale TRRs depend on which payment accounts and over what time period. Tabbed is preferred.