How We Measure/Qualify Leads

Glossary

Jennifer built up her business out of her passion and dream. It took a little while and a lot of effort, but now she’s ready to launch. She researched the market precisely and made her business plan. It was a tough gig to handle the legal stuff and set up finances. But eventually she created her brand, developed her services with quality and care, and hit the road. She had to market her business, so she turned to social media to gain visibility. She ran a couple of ads on Google, Instagram, and LinkedIn. She even published an ad in the local magazine. By the end of her first month, she had nine new customers, approved and real. She wanted to repeat the same marketing efforts from last month, but she didn’t know which one had generated the most revenue. It was such a challenging task to decide which one was her winning point; it was nearly impossible.

Marketers are usually blind to where and how their budget is spent and what kind of return they're getting. It’s the million-dollar question that has always been out there. It’s really difficult to pinpoint the effectiveness of different marketing channels and advertisements in your business.

MAS, our marketing attribution software, gives you an entirely clean vision; clarity into your return on investment (ROI) for each campaign, ad, and level of marketing. So, marketers can suddenly see and use AI to decide which campaigns are better. We’ve been able to unlock AI on new levels to help us understand what we’re doing and how effective it is.

What’s Marketing Attribution?

Marketing attribution is the process of assigning credit to your marketing efforts. It's employed to discover the marketing channels that are working best. This way, you can see which marketing tactics are contributing most to sales or conversions and optimize your marketing campaigns. It’s basically figuring out which marketing effort caused a sale.

This easy-to-digest concept has so many levels and stages that confuse most business owners. Think of the strategies you implement to determine the effectiveness of your campaigns. How complicated is that?

Why Does It Matter Anyway?

Marketing attribution helps you understand the journey your customers go through to make a purchase. Which marketing campaigns are the most effective ones? What triggers your customers to make a purchase? Which marketing channels are worth spending a huge part of your budget on?

Honesty, the insight brought to you by marketing attribution is your source of strength. It empowers you to manage your budget wisely, optimize your campaigns, enhance your product or service, increase your ROI and customer lifetime value (CLV).

In a nutshell, marketing attribution helps you discover the patterns and actions in your past marketing experiences that will improve your future strategies.

What Types of Attribution Models Are There?

Marketing attribution is designed to draft your future plans. That doesn't seem easy. There are several models of marketing attribution; each model is like a different lens through which you see your marketing plan. Here’s a comprehensive list to review the whole thing:

• First-Touch Attribution: It gives all credit to the first interaction. What sparked the flame?

• Last-Touch Attribution: This one awards the final touchpoint before conversion. What sealed the deal?

• Linear Attribution: It splits the credit equally among all touchpoints. It believes both the first step and the last step have a share in your success.

• Time-Decay Attribution: This one gives more weight to touchpoints closer to conversion. Love grows stronger as time passes, right?

• Position-Based (U-Shaped) Attribution: It credits both the first and last touch heavily, with the middle touches sharing the remainder. The initial spark and final kiss get the most credit.

• Data-Driven Attribution: This one uses machine learning to assign credit based on actual impact. It's when you can’t decide if the first touch is contributing most to the process or the last touch, so you leave it to the data. This is the most customized model, focusing on what truly matters.

Understanding the reason you’re applying marketing attribution helps you choose the right model for your purpose. The model has vital importance because it tells you how to give credit to different marketing strategies you have implemented.

Choosing the right model shapes your budget decisions and future tactics.

How Should I Choose A Marketing Attribution Model?

Yes, we presented marketing attribution models to you like pre-crafted solutions, but honestly, you don’t have to pick one of the models from the list and go with that. Instead, you must tailor the strategy based on your needs.

The best model for you depends on your sales funnel and how touchpoints are distributed along it. Here are the things you must consider when choosing your marketing attribution:

• Why you’re using a marketing attribution: You can implement marketing attribution for different reasons, from brand awareness to conversion analysis. Different goals require different marketing attribution processes.

  For instance, if you want to analyze marketing strategies effective on conversion, you must take on a model focused on the end of the sales funnel, since that’s where conversion takes place.

• What kind of sales cycle you use: The marketing channels you use and the touchpoints in the process, obviously, determine the type of marketing attribution model you implement.

• How long is your sales cycle: B2B businesses typically have a longer sales cycle, from the moment the customers are attracted to the moment they are converted.

  B2C businesses, on the other hand, have shorter cycles, and customer touchpoints are very limited. Shorter sales funnels require single-touch models, such as first-touch or last-touch models. However, for longer sales funnels, multi-touch models (one that shares credit across multiple customer interactions) give better insight.

• How much data you have: If you have access to only limited data, you'd better stick to simpler models to avoid misleading results. But having richer data requires advanced models like data-driven attribution.

• What tools do you have access to: Whether you’re employing basic analytics tools or advanced tools influences the marketing attribution model you apply. Basic tools like GA4 standard or advanced tools such as GA4 with attribution reports, HubSpot, Adobe Analytics influence outcomes greatly.

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MAS

So all said and done, the question rings in our head: what is MAS, and why would you bother to listen to me yapping about it? Wait, I assure you it’s worth your time and energy to learn about MAS. MAS is a marketing attribution software, an AI-assisted system that helps optimize your marketing strategies easily.

We’ve been in the lead generation business for generations and understand the digital marketing world. Here, at Top Organic Leads, we used to do our own personal calculations using Excel sheets to find ROI for different campaigns and different clients. That was extremely time-consuming and not feasible at all. For a small project, we would spend hours analyzing data to understand what each campaign is doing. And then if we change the campaign in any way, then we have to do the analysis once again to understand how this change affected our campaign.

If you’re suffering from the same issues, don’t worry. Because MAS is here to solve it all. It’s a replacement for traditional tools like CallRail as it analyzes customer call interactions. After that, it scores the leads based on observations. This will help you qualify/unqualify your leads and improve your sales responsiveness.

It also helps us reach our goal in Top Organic Leads, data-driven lead generation, and then lead scoring based on customer behavior. To learn more about MAS, here are answers to the questions that occurred to me while studying it:

How is MAS different from other call tracking systems?

Our marketing attribution software, MAS, provides useful data, scores leads, and integrates all its information with customer relationship management (CRM) systems. The data MAS provides can improve your decision-making process, increase your team’s responsiveness, and optimize customer reports. The approaches that are currently being used suffer from shallow insights, since they rely on subjective analysis of call samples. The result of such conditions is inefficient lead prioritization, delayed actions, and inability to scale quality assurance.

What technologies does MAS employ?

There are various technologies that MAS benefits from to function the way it does. Here’s a list of its core elements:

• Speech-to-Text (STT): This technology predicts the most likely words. To do so, our AI removes noise, maps audio signals, and normalizes volume.

• Contextual Natural Language Processing (CNLP): This system understands the meaning and intent behind words. It enables MAS to understand the context, intent, and relationship between customers and interact with human language. It empowers our AI to recognize nuances and extract key information.

• Sentiment Analysis (SA): This AI detects if the customer sounds happy, unhappy, or neutral. It helps MAS classify the overall tone of customer interactions and provide a quantifiable measurement of the customer’s opinion.

• Voice Emotion Detection: This one analyzes acoustic features of speech, including pitch, tone, and tempo. It empowers AI to understand the non-linguistic layers of human language.

So how does MAS do it?

Our AI-powered system analyzes both voice and text in the customer's and operator’s speech and tells you whether a lead is worth pursuing or not. It also helps you find out if your salesperson is qualified. Since the system is AI-driven, you can ensure that there’s no bias throughout the process.

Another thing that MAS made possible is testing different options and discovering which one contributed the most to your conversion rate (CVR) and ROI. It’s not only about campaign levels or platform levels; we’re talking about deep analysis that tests different marketing ideas, different messages, different budgets, different keywords, and different designs.

With MAS, we’re able to test everything. It gives us a very solid understanding of what is actually working and what is not in our marketing. So, this is a whole new world that we have never seen before.

Before this, we only guessed; we worked based on estimations, just trial error, but we’re not doing that anymore. Using MAS, we have real, true data. A machine with nearly zero mistakes will analyze the data and give us feedback, and all of that happens in a fraction of a second. Based on what AI offers, we can make decisions on a daily basis. We don’t have to wait months for the data to come in. We can make decisions right there and then, and save a lot of money. We’re talking about billions of dollars in savings, yes, billions of dollars. To prove this claim, let's take a look at genuine approved facts: In 2023, Google Ads generated approximately $237.86 billion, which is roughly 77% of Google's total revenue. That’s why big companies that make their money based on advertising will be upset with our product. Right now, people are wasting their money on ads. That is because they don’t know what they’re doing, shooting aimlessly and hoping something will hit. Now everyone can aim and shoot accurately. So instead of using 10 bullets to hit your target, you’ll be shooting two bullets, and it will HIT.

What Is AI’s Role in This Project?

AI is our assistant in every aspect of this project. The entire project benefits from reinforcement learning AIs. It means the AI is continuously learning from real interactions, adapting and improving its responses and insights. So, as we get feedback from customers and marketers, AI will enhance its ability to give better feedback.

Marketers need to share some information throughout the project. How can they trust us with their privacy?

Privacy will be a huge part of our mission. When it comes to anything related to computers, clouds, and AIs, privacy becomes really important. And we have very specialized people who understand the sensitivity of private information. So every information that you have with us is going to be safe with our company, encrypted data, and so forth. No worries about it.

What encourages customers to share their information with us or spend money on MAS?

Knowledge, knowledge, and knowledge. Understanding what works and how it works. I think people will be intrigued to see how the system works, how it calculates ROI, how it calculates CVRs, and how it calculates different A/B tests.

And I think that's what most marketers want to know. They strive to know what they're getting into and how the information is generated, and how it's calculated, and whether they can trust it or not. So if it were me, I would definitely want to know how something that seemed impossible a few years ago is actually accomplished now.

How is that whole thing related to tracking leads, lead analysis, and lead evaluation?

Tracking leads happens now. This technology has been there for at least 10 years.

Lead analysis tells us whether something is an actual lead or not. This is also available through the first versions of AI.

Now, we're going deeper into analyzing a particular customer's behavior on the phone and see whether this is an actual customer or not. What's the value of this customer? And how long are they going to stay with this company? What's the customer value over the next few years? And then give feedback to our clients or marketers about which campaign this person came from. What was the first touchpoint? The first touchpoint is when somebody actually looks at your business. And what channels did they use besides the first point of touch?

How was MAS created?

MAS is built by training an AI model to specialize in the task we want. It means we adapted a pretrained model for a specific task (marketing attribution here) and fed it with the data we wanted. This model was already trained on a large and diverse dataset, but we provided a task-specific and smaller dataset. It allowed the model to specialize its knowledge and perform better on the targeted task. After fine-tuning the model, we evaluated and optimized it several times, a continuous task that still goes on.

Final Thoughts

Take a few words from Ali Hoseini, the CEO of Top Organic Leads: “I think MAS is cool,” and we all agree with him. The way this AI-driven system simplifies the whole marketing attribution process is fascinating. It’s not believable how AI, a newborn to our high-tech world, is capable of moving borders and making revolutionary changes. You’re asking for our personal opinion? Your business needs MAS. You’re looking for our professional opinion? Your business ABSOLUTELY needs MAS!