Multiplier
Also called Factor, Lift.
How much more or less a cohort is worth than the average lead. A VP-level enquiry at 2.0x is worth twice the baseline; a free-webmail address at 0.5x is worth half.
Why it matters
It is the whole model, and it is the part that has to be arguable. A marketer who cannot see why a lead was priced at $2,155 will not defend the number when a bid goes up.
What goes wrong
A multiplier is only worth applying if it is both large enough to matter and supported by enough deals to be real. Small lifts on thin data are where invented precision creeps in, and a model full of 1.05x factors is a model that has learned the noise in one export.
What this product does about it
A factor has to show at least 1.3x lift on 25 or more resolved deals per level, or it is dropped and the report says why it was dropped. Every surviving multiplier is editable, and editing recalibrates the rest so the portfolio average still matches observed value.
Next to this
- CohortA group of leads sharing a trait, priced together because there are enough of them to measure something.
- Value spreadHow much the values you send differ from one another, usually read as the ratio between the top and the bottom of the range.
- Model driftThe gap that opens between a saved model and what the data now says, as the mix of leads and the way they close move on.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.