Campaign Reallocation

Introduction

The Campaign Spend Reallocation module helps you reallocate spend across your paid campaigns to maximize ROI. Marketing teams often lack a reliable, campaign-level view of ROI and the unit economics behind their spend. RevSure recommends which campaigns to invest in and which to divest, based on return on investment from both pipeline and booking perspectives.

You can choose any number of campaigns to divest using the bottom-campaign definition, and campaigns to invest in using the top-campaign definition. RevSure estimates how much ROI and pipeline generation would increase for the same total spend under the reallocation. Use this to pause campaigns that aren’t generating returns and reinvest those resources in the campaigns that are.

Filters

The Filters section lets you filter and view the data and metrics. The available filters:

1. Filters: filter by None, Campaign Type, or Campaign Name.

2. Campaign Date Type: choose between Campaign Start Date and Campaign Engagement Date. Engagement date restricts to campaigns that had engagement during the period.

3. Lead/Opp Created Period: the time frame in which leads or opportunities were created.

4. Campaign Metrics Date: filters campaign metrics, such as spend and clicks, to the selected period.

5. Campaign Member Engagement Date: filters campaign members to only the leads/opportunities that actually engaged with the campaign in the selected time period.

6. Attribution Lookback Window: limits attribution credit to campaign member engagements that occurred within the last x days. Engagements outside the window are not credited. (See editor note 1.)

7. Opp Attribution: the attribution method for opportunities — Primary Contact, All Contacts, or Account.

8. Attribution Model: the model used to attribute marketing influence. (Definitions below are the canonical set — see editor note 2 for the two items pending engine verification.)

   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 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: assigns most of the credit to the last touchpoint, with progressively less credit to earlier touchpoints; the first touchpoint still receives a meaningful share.

      Inverse J-Shape: the mirror image of J-Shape.

   7. AI Attribution by Campaign Name: uses RevSure’s AI engine to allocate conversion credit based on each specific campaign’s measured contribution.

   8. AI Attribution by Campaign Type: uses RevSure’s AI engine to allocate conversion credit based on each campaign type’s measured contribution.

9. Reallocation Logic: select whether spend should be reallocated equally, or proportionally based on one of the metrics in the dropdown list.

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

Recommendations

The Recommendations section has two parts — one for the Existing Allocation and one for the Reallocation Opportunity. Both can be viewed in terms of Generated or Projected outcomes. You’ll notice the Spend amount stays constant: the objective here is to reallocate resources from underperforming campaigns to performing ones, increasing ROI without increasing budget.

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

Selecting a card updates the table below it. The cards also show these metrics for the Top X and Bottom Y campaigns.

Table

The table is populated based on the card selected above it, with campaign names as rows. Choose which metrics appear as columns using the Columns dropdown. Each column can be sorted in ascending or descending order by clicking the arrows next to the column name. Clicking the arrow icon at the start of a row opens a side panel for drill-down.

When the side panel opens (image above), the campaign details and summary appear at the top, followed by two tabs — Metrics and Details.

The Metrics tab shows a visualization of your entire funnel and its stages, by Value or Volume, for either the Generated funnel or the Open funnel. Below the visualization is a metrics table with the same data — two tables, one for the Generated funnel and one for the Open funnel, each with a row for volume and a row for value. The columns are the stages of the funnel.

The Details tab shows sub-tabs for Leads, Pipeline, Booking, Account, and Campaign Member. Each sub-tab shows the corresponding details for the campaign and lets you drill down into the composition, with a table of all the relevant records. Choose table columns with the View Columns dropdown.

The side panel also lets you export all the data for the selected campaign as a CSV download.