Revenue Attribution

Why not start with Revenue Attribution today?

Video Transcript:

Hey guys, Steffen, from Dreamdata here. I wanted to explain you how we do revenue attribution at Dreamdata. Revenue attribution basically means looking at all the revenue you've had, what were the characteristics of the deal that came in, and summarize that on a channel level to show you how does your business actually make revenue happen? You can select the time period you want to inspect. You can set the deal stage you want to look at. And you can select an attribution model that you think is relevant to apply. One of the things that I find the most interesting and pretty much revealing about your company is to compare attribution models per channel, because it says a lot about how your company makes money. If we start with this demo account, looking at first touch, you can see down here that the paid channel starts most of the deals, which means it's the first clicks on a journey towards becoming a customer with this demo account. But it's not as often the last touch of deals.

The same thing goes for social media and webinars. It actually starts some deals, but it's not the last touch on any deals, which pretty much makes sense for most B2B companies. And then what normally finishes off the journeys, what gets you the money are meetings, it's people who comes directly to the website. But what you can also see is that these people would probably have never been in a meeting if not for the first touch, meaning that paid actually started a lot of journeys. Last thing to note here is that there was around almost a four X difference in what can be attributed, whether you are actually able to understand paid, what it provided in a first touch perspective versus in a last touch perspective, which actually means quite significantly a lot comparing to how much you actually can spend on your ads, whether you know four X less on of what actually drove your revenue.