Multi-touch Attribution for Companies with Sales Teams

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Whether you are a digital marketing newbie or pro, this guide will make you a multi-touch attribution superstar in your organization. It includes:
- Why multi-touch attribution matters
- Examples of multi-touch attribution models
- Marketing touch research
- Limitation of Google Analytics
- Advanced concepts and models
- Implementation checklist

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Multi-touch Attribution for Companies with Sales Teams

  1. 1. Multi-touch Attribution For Companies With Sales Teams Overview and unique research on marketing touches
  2. 2. Contents •  Why multi-touch attribution is important •  Examples of multi-touch attribution models •  Marketing touch research •  Advanced concepts •  Implementation checklist •  Key takeaways
  3. 3. Benefits of Multi-Touch Attribution ✔ Reduce your cost per customer ✔ Remove subjective variables ✔ Decrease sales cycle
  4. 4. Multi-touch attribution is no longer a ‘nice to have’ -- it’s a ‘must have’ for any marketing program. - Aaron Bird, CEO, Bizible
  5. 5. Example: Even The most basic model where credit is applied evenly across all marketing touches.
  6. 6. Example: Decay Most of the credit is applied to the touches that most recently drove the desired action.
  7. 7. Example: U-Shaped / Position 40% of the credit is applied to both the first and last touch with the remaining 20% being applied evenly to all other touches.
  8. 8. Example: Custom Custom weighting for the different touches as set by your organization.
  9. 9. Research Analyzed 480,317 leads Bizible has tracked from first marketing touch all the way to closed won (63,743). Developed interesting insights on first touch marketing channels. View the full research.
  10. 10. Search Marketing Critical 56% of leads had Search as first touch 0%# 10%# 20%# 30%# 40%# 50%# 60%# Direct# Display# Email# Referral# Search# Social# Leads&Generated&by&First&Touch&Channel&
  11. 11. Email Has Longest Marketing Cycle 54 days compared to average of 25.88 days 0" 10" 20" 30" 40" 50" 60" Email" Display" Referral" Direct" Search" Social" Marketing*Cycle*by*First*Touch*
  12. 12. Referral Generates High Revenue Nearly 40% more in fact 0" 10" 20" 30" 40" 50" 60" Email" Display" Referral" Direct" Search" Social" Marketing*Cycle*by*First*Touch*
  13. 13. Leads From Search High Quality 41% are won, which is the highest for “actionable” channel 0%# 10%# 20%# 30%# 40%# 50%# 60%# Direct# Display# Email# Referral# Search# Social# %"Won"by"First"Touch"
  14. 14. Advanced Concepts Adaptive / algorithmic attribution models have the ability to work for your company, so you can optimize your media based on actual performance automatically.
  15. 15. Advanced Concepts Role-based attribution models account for the decisions maker. If one conversion path or marketing touch is known to bring more senior decision makers that convert faster or more cheaply, you can adjust your model to optimize for these leads.
  16. 16. Advanced Concepts Cross-device attribution modeling can be helpful for when a touch happens on multiple devices, such as mobile then laptop.
  17. 17. Implementation Checklist q Ask yourself: Is multi-touch attribution right for my company? q Deeply understand your customer conversion path. q Benchmark conversion path with similar industries and sales cycles q Educate all stakeholders q Implement appropriate tracking software q Run tests to ensure proper implementation
  18. 18. Download the full whitepaper to read more or continue to learn more about bizible.com
  19. 19. AdWords ROI Dashboard ü Settled & Forecasted ROI ü Sales Pipeline Performance
  20. 20. AdGroup Revenue Search Phrase Revenue Campaign Revenue Generate ROI reports in Salesforce for ANY online channel Custom Marketing Reports
  21. 21. Visit bizible.com to learn more about marketing analytics in Salesforce or request a demo today.

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