Use Case 1: Causal Channel Analysis
Analyze your marketing spend across multiple channels to identify optimal budget allocation. Marketing leadership believes all channels are contributing, but board pressure demands optimization based on true causal impact.
Channel Allocation
The Challenge
Traditional attribution models show correlations but don't reveal which channels truly cause pipeline and revenue generation. Are you over-investing in channels that merely capture existing demand rather than creating it?
Channel Allocation
- Google Ads:$1,300,000(25%)
- LinkedIn Ads:$1,040,000(20%)
- Investment Research Content:$780,000(15%)
- Industry Events:$1,040,000(20%)
- Partner Co-marketing:$520,000(10%)
- Email Marketing:$520,000(10%)
Attribution Model Comparison
| Channel | Spend | Pipeline Credit | Revenue Credit | ROI |
|---|---|---|---|---|
| Google Ads | $1,300,000 | $2,250,000,000 | $900,000,000 | 0.95x |
| LinkedIn Ads | $1,040,000 | $1,530,000,000 | $612,000,000 | 0.81x |
| Investment Research Content | $780,000 | $540,000,000 | $216,000,000 | 0.38x |
| Industry Events | $1,040,000 | $720,000,000 | $288,000,000 | 0.38x |
| Partner Co-marketing | $520,000 | $450,000,000 | $180,000,000 | 0.47x |
| Email Marketing | $520,000 | $510,000,000 | $204,000,000 | 0.54x |
Traditional attribution models can be misleading. Toggle between the different models to see how they tell different stories about which channels are driving performance. In the next section, we'll explore how Causal AI reveals the true drivers of pipeline and revenue.
Attribution ROI Comparison
Causal Graph Visualization
This interactive network diagram shows marketing channels, intermediate effects, and business outcomes. The thickness of connections represents causal strength. Solid lines indicate causal relationships, while dashed lines show correlation without causation.
Key Insight Cards
Industry Events: Undervalued Driver
Industry Events have 1.9x higher ROI according to causal analysis vs. traditional attribution. While they don't capture as many last touch conversions, they build crucial partnerships that create demand that other channels later convert.
Google Ads: Capturing, Not Creating
Google Ads has strong correlation with pipeline but weaker causal impact (0.60x ROI). It's effective at capturing existing demand but not at creating new demand.
Client Trust: Critical Pathway
The causal graph reveals that channels that improve client trust (Investment Research Content, Email Marketing) have a strong causal pathway to revenue, with 76% stronger impact than channels that only drive website traffic.
Partner Co-marketing: Hidden Gem
Partner Co-marketing appears modest in traditional attribution (0.58x ROI) but causal analysis reveals 0.79x ROI. It strengthens ecosystem relationships which leads to better integrated offerings for clients and higher conversion rates.
By identifying the true causal drivers of pipeline and revenue, Causalpha reveals opportunities to optimize your marketing mix that would be missed with traditional attribution. In the next section, we'll explore how to translate these insights into specific budget reallocation recommendations.
Action Recommendation
Based on our causal analysis, we recommend reallocating marketing budgets from lower-impact to higher-impact channels to generate additional pipeline within two quarters. Use the simulator below to explore different allocation scenarios.
Budget Reallocation Simulator
Adjust Channel Budget (%)
Projected Impact
Scenario Comparison
Implementation Timeline
Implementation Steps
- Gradually reduce budget over 30 days (approximately $390,000 reduction)
- Increase Investment Research Content budget by $0 (new campaigns ready in 14 days)
- Increase Partner Co-marketing budget by $156,000 (partner agreements in 21 days)
- Monitor lead quality metrics weekly; expect initial pipeline impact in 45-60 days
- Full revenue impact visible within 6 months based on average sales cycle
Causalpha's recommendations go beyond simply identifying opportunities—they provide a clear, actionable path forward with projected outcomes and a detailed implementation plan. By focusing on the true causal drivers of revenue, your marketing investments will generate significantly higher returns.