Overview
Our ROI Calculator comes with features that will clearly display all invoices associated with your marketing revenue. This is designed to offer you a streamlined view of your marketing expenses and earnings, with full transparency on how your funds are allocated.
Our primary goal is to simplify the operations of shop owners like yourself, and we believe that by providing you with detailed insights into your marketing campaigns, we can help to make your day-to-day lives easier. This is intended to aid decision-making, performance evaluation, and strategic planning by providing you with a detailed overview of the effectiveness of Dieselmatic's marketing services.
How attribution works
The ROI Calculator uses a complex algorithm to determine whether or not revenue should be attributed to your marketing spend. This has been simplified in the steps below:
The system tracks all of the phone calls to your shop through our call tracking service.
It then looks for corresponding phone numbers attached to invoices in your Fullbay system.
If there are no matches in the system, the phone number is skipped and does not contribute to the attribution total.
If a single invoice has been issued before the call takes place, the system decides that this cannot be attributed and this revenue is not attributed.
If a call is tracked to have taken place before an invoice is issued, this may be attributed, however the system then needs to determine whether this revenue is realized due to the marketing efforts or for other reasons, for example repeat business.
The system then looks for invoices which match that phone number. If there are no other invoices, the system determines that this revenue was generated by digital marketing efforts and attributes the revenue.
If this customer becomes a repeat customer, that revenue will be attributed in the future as the system has determined the source of this revenue to be due to your marketing efforts.
If the system detects multiple invoices from the same customer it looks at the cadence of those invoices.
If there is a regular cadence to these invoices (i.e. annually, monthly, fortnightly, weekly or on similar dates with similar amounts of time in between) and there are invoices from before the first phone call date, these invoices will not be attributed to the calculation.
If there is a regular cadence to these invoices, but the phone call contact happens before the first invoice date, these will be attributed.
If there is a irregular cadence to the invoices (i.e. not annually, monthly, fortnightly, weekly or on similar dates with similar amounts of time in between) the system looks to see where the call has taken place and how much time has passed in between the invoices and the contact. If the system can determine that there is a significant and irregular interval between the last invoice and a short time period between the contact and the next invoice it will attribute that invoice to the revenue total.
Below is a simplified logic map outlining the process described above.
How we approach irregularly recurring revenue
Whilst we believe that the algorithm does a great job of solving the complexity of attribution tracking, we also recognize that it is not 100% accurate in all use-cases. This is due to multiple reasons; the different ways in which users track their customer and revenue data and the complexity of the grey area in irregular returning business and where that should or should not be attributed.
In the majority of use cases that we've analyzed, irregular returning customers have clicked on an ad or on a Google Business Profile to reconnect with the business. We have assessed that were these marketing efforts not in place, then that customer may not have returned and therefore is a result of the business' marketing efforts.
We realize that this may not be true for every single one of these instances, however believe that it is true for the majority and so in an effort to give our partners the most accurate result we include these for the time being.
Constant Iteration
We are always looking for ways in which we can improve this and other products in your Dieslematic App. We review attribution data regularly and spot-check specific invoices and call dates, but we'd always like to hear from you first-hand.
If you encounter any discrepancies or have any further questions about how this feature works, please do not hesitate to reach out to a member of our team directly. Your feedback is greatly appreciated and taken on board to help us provide the best possible service that we can.