Russell is the CEO of CUBED, a marketing attribution platform. He has over 15 years of experience in marketing. The document discusses how focusing only on revenue ignores the value of consumers in the middle of the marketing funnel. It shows how attributing sales across multiple marketing channels more accurately reflects their true contributions rather than just assigning value to the last click. Looking at pre-conversion, during visit, and post-conversion engagement with content allows prioritizing categories for expansion based on strategic goals. Understanding a customer's full journey and propensity to convert over visits better predicts future purchasing behavior.

1. Consumers not Customers, Value not just Revenue
cubed.ai

2. About Russell..
cubed.ai
CEO of CUBED – marketing attribution platform
@therustybear on twitgramchat
In the industry for 15+ years
Global Conference Speaker
Prev: Inhouse, Agency, Consultant
Loves: Tech, Gaming, Dinosaurs, Cooking, Quick Maths
Dislikes: Coffee, Cola, Cats

3. Changing minds and ways of working
THE GOAL

4. Lets
talk about
DATA

5. Web / App
Marketing API’s
Impression Data
E-commerce Data
Email Data
Custom Imports

6. Consumers are potential customers you have yet to convert

7. Marketing to the
middle of the funnel is
the biggest opportunity
marketers have today!
http://cubed.link/middleoffunnel

8. DON’T BE
LIKE TRUMP

9. DON’T BE
LIKE TRUMP
Don’t focus on just the 1%

10. THE VALUE
IS IN THE
99%

11. Total Revenue = €250

12. Total Revenue = €250
PPC Brand
“CoolBrand Clothing”
€0.2
Total cost €0.20

13. Total Revenue = €250
PPC Brand €0.2
Total Cost: €1.60
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1

14. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
Total Cost: €0.50

15. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
CPV CVR

16. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
CPV CVR

17. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
CPV CVR Total Cost

18. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
Total Costs S1: €240.70
CPV CVR Total Cost

19. Sale 1 = €250
PPC Brand €0.2
Social Paid (RM) €0.3
SEO €0.1
PPC Generic €1.1
SEO €0.1
SEO
PPC Brand
PPC Brand
Sale 2 = €290
€0.2
€0.2
€0.1
2.9%
0.5%
1.2%
0.7%
1.2%
2.9%
2.9%
1.2%
€6.90
€60.00
€8.30
€157.10
€8.30
€6.90
€6.90
€8.30
Total Costs S1: €240.70
Total Costs S2: €22.10
CPV CVR Total Cost

20. Sale 1
Revenue per Sale Cost per Sale
Sale 2 Sale 3 Sale 4

21. Sale 1
Revenue per Sale Cost per Sale
Sale 2 Sale 3 Sale 4
“I’m more likely to spend more
on my 2nd, 3rd and 4th
purchases with a brand.
I’m also likely to need less visits
to convert”

22. Understanding value not revenue allows you to
show the actual impact that marketing has.

23. The value of a
single page is not
the total last
click revenue it
generates

24. Looking at the
frequency/value of a
page appearing in a
journey;
• Pre-Conversion
• During-visit
• Post-conversion
We can prioritise categories
for content expansion
based on strategic goals.

25. @therustybear
Looking at the
frequency/value of a
page appearing in a
journey;
• Pre-Conversion
• During-visit
• Post-conversion
We can prioritise categories
for content expansion
based on strategic goals.
CUBED showed Crowdcube that
certain articles in their FAQ were viewed
mainly after the initial lead prior to
investment conversion.
This insight helped the marketing team
re-prioritise development in their content
strategy for SEO, Remarketing and E-mail
Pre-Lead Post Lead
1.2% 6.0%

26. Attributed Value Distribution
Significant % of the value is attributed to the last interaction. As the brand value increases, content value grows and
investments go towards mid/top of funnel activity we would expect the final touchpoint to receive less of the value.

27. Propensity to Convert
The more engagements in a journey the more confident the machine learning model gets to forecasting a user will
convert. This data is normalised to conversion and therefore highlights that although value distribution is not equal
we do see an reasonably linear correlation between visits and propensity to convert

28. Likelihood Confidence – Propensity
The closer a user is to convert – the more accurate the CUBED machine learning gets to predicting the variation
between a converter vs a non converter.

29. Comparing last click value to attributed channels showcases their true channel contribution
LastClick
Attributed

30. Likelihood Confidence – Propensity

31. More data is not
the only answer.
Actions drive
value!

32. Thanks, Any Questions?
cubed.ai