// Demonstration Report

This report showcases the depth of insights that WUNN Labs delivers to clients. Figures based on synthetic data; patterns mirror real-world behavior.

Attribution Clarity: Evaluating Multi-Channel ROI Across Paid and Organic Funnels

Executive Summary

This analysis evaluated 80,000 ad impressions across six marketing channels, tracking 12,000 leads through to 1,218 opportunities and $122.7M in pipeline revenue. The data reveals stark performance differences between organic and paid channels, with critical implications for budget allocation and marketing strategy.

Our findings demonstrate that organic search converts 1.8x more efficiently than paid channels (11.3% vs 5.9%), while multi-touch customer journeys outperform single-touch by 39%. Most critically, Display advertising delivers negative ROI (-93%), representing nearly 30% of total marketing spend that should be immediately reallocated.

TL;DR

Key Insights

• Organic dramatically outperforms paid channels: Organic search achieves 11.3% conversion vs 5.9% for paid channels, with zero direct acquisition costs vs $4,986 average CAC for paid
• Display advertising destroys value: $864K spend generates only $64K revenue (-93% ROI), representing 29% of total budget allocated to a value-destroying channel
• Multi-touch journeys convert 39% better: Customers engaging with multiple touchpoints convert at 10.7% vs 7.7% for single-touch, with "Direct + Branded Search" sequence achieving 12% conversion
• LinkedIn only works for Enterprise: Conversion rates scale with company size from 4.8% (Small) to 10% (Enterprise with $967K average deal size), making LinkedIn viable only for 250+ employee targets
• Branded Search delivers ROAS 87.5x (8,648% ROI): At $2,292 CAC and 12.8% conversion, branded search generates $54M revenue from $619K spend, yet represents only 21% of budget

Immediate Recommendations

• Eliminate Display spend immediately: Reallocate the $864K Display budget (29% of total) to high-performing channels - this budget is currently destroying $800K in value annually
• Double down on organic content: Shift 22% of Paid Social budget ($183K) to SEO and content marketing to amplify the 1.8x conversion advantage of organic channels
• Segment LinkedIn by company size: Restrict LinkedIn advertising exclusively to Enterprise (1000+) and Large (251-1000) company segments where ROI justifies costs
• Invest in consideration-phase content: Multi-touch journeys generate 81% of total revenue despite being only 63% of leads - create content that encourages multiple engagements
• Protect and expand Branded Search: Increase branded search investment by 50% ($309K) to capture high-intent traffic at ROAS 87.5x, the most efficient channel in the portfolio

Analysis Overview

1. Organic vs Paid Performance: The Efficiency Gap

The fundamental divide in our marketing performance is between organic and paid channels. Organic search achieves nearly double the conversion efficiency of paid channels while requiring zero direct acquisition costs.

Key Metrics: Organic vs Paid

Analysis: Organic channels deliver superior performance across all metrics. With comparable lead volume but nearly double the conversion rate, organic search demonstrates that content quality and SEO investment yield better returns than paid media. The $2.95M paid spend achieves marginally lower revenue than zero-cost organic channels.

2. Channel-Level ROI Analysis: Winners and Losers

Channel Performance Breakdown

Critical Findings:

1. Branded Search dominates: ROAS 87.5x with $2,292 CAC and 12.8% conversion rate. ROAS of 87.5x means every dollar spent returns $87.50 in revenue.

2. Paid Social and LinkedIn deliver modest returns: ROAS 4.6x and 4.0x (361% and 301% ROI) respectively, barely covering costs when accounting for operational overhead and creative production.

3. Display advertising destroys value: ROAS 0.07x (-93% ROI) means $864K spend generates only $64K revenue, a net loss of $800K. This represents 29% of total marketing budget actively destroying shareholder value.

4. Organic channels show zero CAC (infinite ROI): Direct and Organic Search require no direct spend yet generate $62.1M in revenue, representing pure marketing efficiency.

3. LinkedIn Performance by Company Size: Segment Targeting Imperative

LinkedIn Segment Analysis

Strategic Implications:

LinkedIn advertising shows clear performance stratification by company size. While small company segments show high estimated ROI percentages, this is driven by lower acquisition costs rather than meaningful revenue generation. Enterprise deals average $967K vs $9K for small companies - a 107x difference.

Recommendation: Restrict LinkedIn ad targeting to companies with 250+ employees. While this reduces lead volume by 77% (from 614 to 139 leads), it focuses spend on segments where deal sizes justify the $45,281 average CAC. Small and Medium segments should be served through organic content and nurture campaigns instead.

4. Multi-Touch Attribution: The Consideration Advantage

Multi-Touch Journey Performance

Key Finding: Multi-touch customer journeys convert 39% better than single-touch interactions (10.7% vs 7.7%) and generate 81% of total revenue despite representing only 63% of leads. The "Direct + Branded Search" sequence achieves the highest conversion rate at 12.0%.

Implication: Customers who engage with multiple touchpoints before converting demonstrate higher intent and close at higher rates. This suggests investment in consideration-phase content (webinars, case studies, comparison guides) will yield disproportionate returns by moving prospects into multi-touch journeys.

5. Funnel Efficiency Analysis

Funnel Stage Performance

Funnel Insights:

• Branded Search leads highest quality: 6.8% lead-to-won rate, with strong performance at both funnel stages (12.8% lead-to-opp, 52.8% opp-to-won)
• Direct traffic shows strong close rates: 60% opportunity-to-won rate, highest in portfolio, indicating warm inbound interest
• Paid Social struggles to close: Only 30.6% opp-to-won rate despite reaching opportunity stage, suggesting lead quality issues or misalignment with buyer journey
• Display has decent close rates but terrible volume: 66.7% opp-to-won on only 3 total opportunities from 124 leads - not statistically significant

6. Budget Reallocation Strategy

Based on performance data, current budget allocation is severely misaligned with channel efficiency. Here's the recommended reallocation:

Current vs Recommended Budget Allocation

Budget Reallocation Summary

Rationale for Changes:

1. Eliminate Display (-$864K): Negative ROI channel destroying $800K annually in value. Immediate elimination required.

2. Invest in Organic/Content (+$929K): New allocation sourced from Display elimination and Paid Social reduction. Organic converts 1.8x better than paid - this investment in SEO, content creation, and distribution amplifies the highest-performing channel category.

3. Expand Branded Search (+$309K): ROAS 87.5x justifies maximum investment. Increase spend by 50% to capture all high-intent branded search traffic and defend against competitor bidding.

4. Reduce and Refocus LinkedIn (-$190K): 30% budget reduction while restricting targeting to 250+ employee companies. Maintains coverage of high-value Enterprise segment while eliminating inefficient small company targeting.

5. Reduce Paid Social (-$184K): Weakest opp-to-won rate (30.6%) and modest ROI (3.6x) suggests quality issues. 22% reduction funds organic content that generates better leads.

Expected Impact: This reallocation maintains total budget while shifting $1.24M from low-performing paid channels to high-efficiency organic and branded search. Projected improvement: +15% overall conversion rate, +$18M annual revenue, +$1.1M net profit improvement.