Pipeline is the amount of potential business each prospect is worth. If someone is interested in your products and you have assessed a dollar amount for that transaction, it is fairly easy to calculate how many potential deals are on the table per marketing campaign and per marketing channel. 

This is where BrandWagon data and analytics come in. We assess where your gold mines are (potential pipeline is the size of the gold mine assessed over time) and also, how much gold has been pulled out of those mines (this is the ROI element). 

To look at an example in terms of numbers, there may be a specific campaign on Google Ads that is targeting prospects with certain interests. This campaign might be generating 120 lead acquisitions per month with a total pipeline revenue of $650,000 over the past two quarters. 

If 22% of this pipeline turns into closed revenue, then this campaign would yield $143,000 in sales roughy every six months. Once enough data is collected, you can see the ROI per each campaign and even understand how to optimize and increase revenue within those campaigns. 

BrandWagon collects and calculates all of this data so that eventually, monthly and quarterly projections can be calculated as well. Over time, BrandWagon can assess seasonality, channel/campaign velocity (the amount of time it takes a facebook lead to close vs a google search lead for example) and what channels drive the most revenue.