All about Mutually Exclusive Impact

All about Mutually Exclusive Impact

Overview

Mutually Exclusive Impact (MEI) is a powerful feature that helps you analyze your dependency on specific publishers or traffic channels. By measuring lead quality more granularly, MEI enables better decision-making regarding lead sources.

Core Functionalities

Understanding MEI & Non-MEI

  • MEI (Mutually Exclusive Impact): Leads that have only one source of origin (primary) without a secondary instance.

  • Non-MEI: Leads that, despite having a primary source, are also associated with secondary or tertiary sources. Even if the lead was not sent by the primary source it would have entered in the system through some other source (i.e., the secondary source).

Lead Type

Primary

Secondary

Tertiary

Sample MEI Lead

Publisher X

-

-

Sample Non-MEI Lead

Publisher X

Publisher Y

-

Example: Let's assume Publisher X added 500 leads to the system. Of these, 300 fall under MEI (were exclusive to this source ), this means they had only a primary instance by the end of the session.


Total leads by Publisher X 
500
-
Total leads having only Primary Instance of Publisher X (MEI)
300
MEI% = 60%
Total leads having Primary as Publisher X, and secondary as some other (Non-MEI)​
200
Non-MEI% = 40%

MEI in Campaign Dashboard

  • The MEI toggle button allows real-time tracking of MEI values in absolute numbers and percentages.

  • The system updates MEI metrics dynamically as new leads enter the system.

MEI Report Breakdown: 

In the Campaign Dashboard, you can view individual reports for publisher/traffic channels on their respective pages. Below are the available data points in the MEI Report.

  • MEI of Total Leads: Number of exclusive leads per traffic source.

  • MEI of Verified Leads: Exclusive leads that have been verified.

  • MEI of Paid Applications: Exclusive leads that successfully converted into paid applications.

  • MEI of Enrollments: Exclusive leads that resulted in enrollments.

Non-MEI & Primary Instance Reports

  • Non-MEI Report: Identifies secondary publishers that contributed to the same lead, offering insight into multi-channel lead origins.

  • Primary Instance Report: Displays primary sources of secondary and tertiary leads, helping you track publisher influence. You can drill-down and get the information of primary instance block for secondary or tertiary leads. 

Benefits of the Functionalities

  • MEI goes beyond the PST (Primary, Secondary, Tertiary) concept by providing deeper insight into lead exclusivity. While primary leads from a source/channel are valuable, identifying whether they are MEI or Non-MEI adds an extra layer of precision.

  • You can track MEI% and access the primary instance report to check if a publisher is blocking primary leads.

  •  With real-time MEI data, the Campaign Dashboard lets you instantly assess lead quality.

Special Business Use Cases

  • Reducing Dependency on Single Publishers: You can analyze whether a single publisher is their primary lead provider and adjust strategies accordingly.

  • Optimizing Budget Allocation: By identifying high-MEI publishers, organizations can maximize returns on lead generation campaigns.

  • Ensuring Lead Exclusivity: Businesses can focus on sources that provide unique leads rather than duplications from multiple channels.

Conclusion

Understanding Mutually Exclusive Impact (MEI) allows you to measure the exclusivity and quality of leads, refine their marketing strategies, and optimize their lead acquisition process. By utilizing MEI reports, businesses can enhance data-driven decision-making and allocate resources effectively.


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