Campaign Reallocation

Introduction

The Campaign Spend Reallocation module helps you reallocate the spending from your paid campaigns to maximize your ROI. Marketing teams do not have an ROI perspective on the campaigns they run and are often unsure of the unit economics attached to it. RevSure helps recommend which campaigns to invest in and which campaigns to divest based on the Return on Investment from both Pipeline and Booking perspectives.

You can choose any number of campaigns to divest using the bottom campaign definition and choose campaigns to invest using the top campaign definition. RevSure suggests how much the increase in ROI and Pipeline Generation be, for the same spend using the reallocation technique. You can use this to kill campaigns that are not fetching returns and invest the resources in the campaigns that do.

Filters

The ‘Filters’ section allows you to filter and view the data and metrics. Below are the available filters:

1. Filters: Filter by ‘None’, or ‘Campaign Type’, or ‘Campaign Name’.

2. Campaign date type: Choose between ‘Campaign Start Date’ or ‘Campaign Engagement Date’. Engagement date specifies whether a campaign had any engagement during the period.

3. Lead/Opp created period: Specify the time frame for when leads or opportunities were created.

4. Campaign Metrics Date: Filters the campaign metrics, such as Spend and clicks, based on the selected period

5. Campaign member engagement date: Filters the campaign members to show only leads/opportunities that have actually engaged with the campaign in the selected time period

6. Attribution Look back window: Filter out campaign member engagements that have engaged in the last ‘x’ days with leads/ opportunities for attribution

7. Opp Attribution: Select the attribution method for opportunities, such as ‘Primary Contact’, ‘All Contacts’, or ‘Account’.

8. Attribution model: Choose the model used to attribute marketing influence. There are multiple attribution models available.

   1. First Touch Campaign: Attributes 100% of the credit for a conversion to the first interaction a customer has with your brand.

   2. Last Touch Campaign: Assigns all the credit for a conversion to the final interaction before the conversion.

   3. Linear: Allocates equal credit to each touchpoint in the customer journey, leading to a conversion.

   4. W-Shape: Assigns higher credit to the first, middle, and last interactions, with the remaining credit distributed equally among other touchpoints.

   5. U-Shape: Gives the highest credit to the first and last interactions, with the remaining credit divided among the other touchpoints.

   6. J-Shape: Attributes most of the credit to the first touchpoint and progressively less credit to subsequent touchpoints, with the last touchpoint receiving a significant amount of credit.

   7. Inverse J-Shape: Opposite of the J-Shape, it assigns most of the credit to the last touchpoint and progressively less to earlier touchpoints, with the first touchpoint receiving a significant amount of credit.

   8. AI Attribution by Campaign Name: Utilizes artificial intelligence to allocate credit for conversions based on specific campaign names and their performance.

   9. AI Attribution by Campaign Type: Leverages artificial intelligence to distribute credit for conversions based on the type of campaigns and their effectiveness.

9. Reallocation Logic: Select if you want to spend to be reallocated equally or reallocated proportionally based on one of the metrics from the drop-down list.

10. Advanced Controls: Access additional settings and filters to refine campaign data, such as Campaign Touches.

Recommendations

In this ‘Recommendations’ section, you will have 2 sections — one for Existing Allocation and one for Reallocation Opportunity. These can both be viewed in terms of ‘Generated’ or ‘Projected’. You will see that the ‘Spend’ amount remains constant. This is because here our objective is to only reallocate resources and funds from not performing campaigns to performing campaigns and thus increasing the ROI.

Top/Bottom Performing Campaigns

In this section, we can select the Top ‘X’ and Bottom ‘Y’ campaigns based on various parameters listed below:

1. Pipeline Generated

2. Booking Generated

3. Pipeline ROI

4. Booking ROI

5. Projected Pipeline

6. Projected Booking

7. Projected Pipeline ROI

8. Projected Booking ROI

On selecting one of the cards, the table below the cards will update. The cards also show the above metrics for the Top X campaigns and Bottom Y campaigns.

Table

The table shown is populated based on the card selected just above it. It contains the various campaign names as the rows. There are various metrics that you can view for each campaign in the columns. These can be selected by clicking on the ‘Columns’ dropdown button. Each column can also be sorted in ascending or descending order by clicking the small arrows next to the respective column name. Clicking on the arrow icon at the start of every row opens a side panel and allows you to drill down.

When the side panel opens (above image), you can see the campaign details and summary at the top. This is followed by two tabs — ‘Metrics’ and ‘Details’.

The ‘Metrics’ tab shows you a visualization of your entire funnel and its stages in terms of ‘Value’ or ‘Volume’. You can also view the ‘Generated’ funnel or the ‘Open’ funnel. Below this is the Metrics table with the same data in the form of a table. There are 2 tables, one for the generated funnel and one for the Open funnel. Both tables have a row for volume numbers and value numbers. The columns of these tables are the stages in the funnel.

The ‘Details’ tab shows you various details as various sub-tabs of ‘Leads’, ‘Pipeline’, ‘Booking’, ‘Account’, and ‘Campaign Member’. Each sub-tab shows respective details for this particular campaign and allows you to drill down to the composition. There is also a table with all the relevant details. The columns of the tables can be selected by using the ‘View Columns’ dropdown.

The side panel also allows you to export all the data for the particular as a CSV download.