Roivenue, a leading attribution vendor in Central and Eastern Europe, has experienced a 420% year-on-year growth and received multiple awards, including 1st place for performance technology of the year. The company emphasizes the importance of accurate attribution in marketing, with 74% of marketers highlighting improved measurement as a priority; clients have reported significant ROI improvements. The document outlines challenges in attribution methods like last-click and encourages utilizing data-driven attribution for refined customer journey analytics.

2. ROIVENUE
#1 ATTRIBUTION VENDOR IN CEE
420% Y/Y GROWTH
AWARD WINNING PLATFORM
WELL FUNDED
TOP5 Czech
startups 2018
From 400 applicants
Performance
Diamonds CEE
1st place - Performance
Technology of the Year
Microsoft Partners
Awards
2nd place in the category
Marketing and e-tail
Marketing
Grand Prix
1st place + special rating
ROI king

3. CLIENTS
PARTNERS

4. ATTRIBUTION IS
NO. 1 PRIORITY
FOR CMOS
GLOBALLY
74% of marketers say
improved measurement &
attribution
is a priority.

5. “Attribution enabled us to optimize our
affiliate publishers portfolio. Thanks to
the optimization we increased
our ROI by 180 %.”
LUKÁŠ PŘIKRYL
CMO Axa Assistance

6. ATTRIBUTION IS
NO. 1 PRIORITY
FOR CMOS
GLOBALLY

7. + 180 % ROI

8. + 180 % ROI
Investment: 10 000 EUR
Revenue: 50 000 EUR
New revenue 120 000 EUR

9. “Half the money I spend on
advertising is wasted; the trouble is I
don’t know which half.”
-John Wanamaker

10. Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords clickCriteo
impression
ConversionAdform
impression
THE ISSUE
The majority of the issue is caused by the last click method. It gives the credit only to the
last touchpoint in the path. But you are spending the ad budget at all channels.

11. Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression
Conversion
THE WHOLE PATH
100%
LAST CLICK
ATTRIBUTION
50%
LINEAR
ATTRIBUTION
54% 46%
CLICK BASED DATA-
DRIVEN ATTRIBUTION
5% 3% 3% 47% 36% 4%
IMPRESSION BASED
DATA-DRIVEN
ATTRIBUTION
50%
TYPES OF ATTRIBUTION
From last click to impression algorithmic attribution

12. THE ROIVENUE ECOSYSTEM

13. STEP 1
Sort by ROI

14. STEP 1
… or MIR

15. STEP 2
Determine realocation

16. STEP 3
Check for saturation

17. STEP 4
Brief your team or agency

18. STEP 5
Track and evaluate

20. But what if you don't have
enough data for a proper Attribution?

21. THE BEGINNING
1
AXA Assistance was looking
for new digital channels as a
source of new growth
2
Publishers were already
turning to them on an
ad hoc basis
3
Didn‘t want to commit
resources to build its own
solution so they decided to
go with an existing network

22. EXPECTATION VS REALITY
● BEAUTIFUL CONTENT
● RICH WEBSITES
● COUPON AGGREGATORS
● DISCOUNT OUTLETS
● AFFILIATES PICKING COUPONS FROM DIRECT MAILS
● FRAUDULENT APPS

23. “When coupon sites start picking up your
direct mails and mess your retail price,
you know you have a problem”

24. THE REAL COST OF AFFILIATES
15%
Commission
EUR 1.500
Invoice
EUR 10.000
sales

25. THE REAL COST OF AFFILIATES
CoS
68%
Out of the EUR 10.000 billed
only EUR 2.150 could be attributed
to “Last click Affiliate”
15%
AFFIL

26. SITUATION AT A PUBLISHER LEVEL
80% LAST CLICK AFFIL
Publisher 1
3% LAST CLICK AFFIL
Publisher 2

27. SINNERS

28. TAKING IT ONE STEP FURTHER
STEP 1
Rudimentary analysis done
STEP 2
The most obvious sinful
publishers thrown out of
the mix
STEP 3
MIR already improved
STEP 4
The problem was the method
(last click Affil vs. last click non
Affil) was just a very crude
proxy for knowing whole
customer journeys and the
full mix of channels in them
1: ANALYSIS
2: WEEDING OUT
3: IMPROVEMENT
4: Solution

29. Not enough data on a publisher level
to do a full-blown Data-driven Attribution
THE CHALLENGE

30. AFFIL IN A CLOSING ROLE
Participation of other channels increases your MIR. At the same time, Affil is only in a
closing role here so it is cannibalizing the work (and spend) of other channels.
AdWords click Facebook click ConversionAffil

31. AFFIL OPENING NEW PATHS
Participation of other channels increases your MIR. At least Affil is
opening new paths that eventually bring in paying customers.
Affil AdWords click ConversionFacebook click

32. AFFIL ROCKS
If no other channel participated in the customer journey
we can be sure Affil deserves all the credit.
Affil ConversionAffil

33. PUBLISHERS QUALITY INDEX

34. 180%
ROI
70% → 25%
RESULTS
=
Cost of sale

35. TAKEAWAYS: WHAT TO DO NOW
Don't limit yourself
to play only with the
two variables that
are offered to you by
your Affiliate
network
1
Know your real MIR
and set that as a KPI
before any
optimization
2
You can start with an
easy Last click
analysis in Google
Analytics
3
Take it a step further
with Data Driven
Attribution Approach
or at least a Full
Customer Journey
Analysis
4

36. WE’RE
COOL!
Come see us at our
booth and win a Roibot.

37. GET IN TOUCH
Contact us to learn more about how
ROIVENUE™ can take the guesswork out
of marketing ROI.
We’re happy to schedule a demo for
your
entire team!
HELLO@ROIVENUE.COM
+420 721 881 783
ROIVENUE.COM