The team at Ringside has a strong marketing background, with a particular emphasis on attribution. Russell, our CEO, is a recognised authority on the subject.
He has spoken at many international conferences and authored several courses, including the renowned CXL course on attribution. This course has trained and continues to train thousands of marketers on how to do attribution the right way.
The industry foresight and deep understanding of the subject has been baked into everything we've built and you use.
Designed with deep attribution analysis in mind, Ringside moves beyond simple first-click or last-click models. It assesses over 100 factors within each visit and across the customer journey to accurately calculate a truer value of marketing and advertising efforts. Our machine learning algorithms analyse data without lookback limitations or platform biases, ensuring a comprehensive understanding of each channel and campaign's impact.
The Ringside machine learning model integrates analytics data with on-site events. These events are the primary factor in the model's understanding of your marketing's impact.
Typically, the breakdown looks something like this:
Get in touch and discuss how an event based model would work with your business.
Using machine learning Ringside assesses the impact of each visit, calculating the true return on investment by determining how much influence each interaction has. This approach ensures a precise evaluation of the value of investment across all visits and channels.
For instance, look at this fairly typical e-commerce journey taking place across five visits, with a voucher code affiliate at the end:
2024-04-01 Keyword: “women’s sneakers”
Cost: £1.31
2024-04-03Landing page: /womens/sneakers/
2024-04-07 Landing page: /selected/seasonal
Cost: £0.44
Bounced visit
2024-04-11Landing page:/pdp/run-fast-sneaker
2024-04-11 Name: Honey Commission
Cost: £4.25
We can then see how this compares in a tradition last-click model, versus the distribution of the sale in a Ringside machine learned model:
| Visit #1 | Visit #2 | Visit #3 | Visit #4 | Visit #5 | |
|---|---|---|---|---|---|
| Conversions | 0 | 0 | 0 | 0 | 1 |
| Revenue | 0 | 0 | 0 | 0 | £76.50 |
| Media Cost | £1.31 | 0 | £0.44 | 0 | £4.25 |
| ROI | -100% | - | -100% | - | 1800% |
| RSD Conversions | 0.2 | 0.15 | 0.05 | 0.4 | 0.2 |
| RSD Revenue | £15.30 | £11.50 | £3.80 | £29.80 | £15.30 |
| RSD ROI | 1167% | 100% | 863% | 100% | 360% |
We'd love to show you how attribution with Ringside can benefit your business.
Drop us a line using the form below and we'll chat.
