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

1. Multi-touch Attribution
For Companies With
Sales Teams
Overview and unique
research on marketing touches

2. Contents
• Why multi-touch attribution is important
• Examples of multi-touch attribution models
• Marketing touch research
• Advanced concepts
• Implementation checklist
• Key takeaways

3. Benefits of Multi-Touch Attribution
✔ Reduce your cost per customer
✔ Remove subjective variables
✔ Decrease sales cycle

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. Example: Even
The most basic model where credit is
applied evenly across all marketing touches.

6. Example: Decay
Most of the credit is applied to the touches
that most recently drove the desired action.

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. Example: Custom
Custom weighting for the different touches
as set by your organization.

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. 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. 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. 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. 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. 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. 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. Advanced Concepts
Cross-device attribution modeling can be
helpful for when a touch happens on
multiple devices, such as mobile then
laptop.

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. Download the full
whitepaper to read
more or continue to
learn more about
bizible.com

19. AdWords ROI Dashboard
ü Settled & Forecasted ROI
ü Sales Pipeline Performance

20. AdGroup
Revenue
Search Phrase
Revenue
Campaign
Revenue
Generate ROI reports in Salesforce for ANY online channel
Custom Marketing Reports

21. Visit bizible.com to learn
more about marketing
analytics in Salesforce or
request a demo today.