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Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19

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One touch marketing is dead. See multi-touch buyer journeys in action and discover how attribution impacts metrics and business outcomes. In this session, you will learn best practices on configuring buyer journey, determine how to gain insights from journeys, and learn how to assess performance of buyer journey.

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Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19

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  2. 2. Mastering Buyer Journey Analytics & Attribution Modeling
  3. 3. 4 Kashif Khurshid Sr. Manager of Marketing Analytics, Platforms & Technology 15 Years of Experience in the Digital Marketing & Analytics Industry Expert in optimizing “Services Products” in the digital ecosystem for both B2B and B2C Car Enthusiast and a frequent to Coffee & Cars
  4. 4. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  5. 5. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  6. 6. Maturity of Digital Analytics Digital Data • (Ad Words) Digital + Offline Data • Campaigns + Vanity URL’s Devices & Mobile Analytics • Unification of Customer Marketing Mix (Attribution Modeling) • Digital + Sales + Offline + Other Sources @KashifKhurshid
  7. 7. Building a Solid Foundation 8 MAINTENANCE PROCESSES DECISIONS DATA ACCURACY INSIGHTS USE CASE @KashifKhurshidImage Credit: https://www.mortgagebrokernews.ca/news/housing-crash-is-coming-says-portfolio-manager-182249.aspx
  8. 8. Step 1: Configure Digital Touchpoint Setting
  9. 9. 10 Campaign Interaction Website Visit Content Engagement Form Fills What Data to Capture & Credit Allocation @KashifKhurshid
  10. 10. Step 2: Configure Offline Touchpoints
  11. 11. Step 2: Breaking Down Data Silos @KashifKhurshid Attribution Digital CRM Campaigns Sales Activity Other Offline Sources
  12. 12. Step 2A: Event and Webinar Configuration Give credit for registering Give credit for responded Specific status @KashifKhurshid
  13. 13. Step 2B: Sales Configuration Give credit for Email Responses Give credit for Calls Received/ Answered Meeting Held @KashifKhurshid
  14. 14. Step 3: Configure for People in Journey
  15. 15. Journey Mapping of Contacts to one OTY Single Contact Primary Contact Converted Contact Multiple Contacts All Contacts Contacts based on Roles 1. Which contacts touchpoints are mapped into the journey 2. Touchpoint precedence: Oldest, newest or within a set period (365 days) @KashifKhurshid
  16. 16. Step 4: Configure Stage Stamping for repeat stages
  17. 17. Lead Stage and Stage Date Fields Stage Date Stamp Oldest Newest Wiped Clean for flow Integrity Stage Hopping @KashifKhurshid
  18. 18. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  19. 19. Use Models to go Deeper 20
  20. 20. When to Use Models? Many Touchpoints Exist Long Buying Cycles Multiple Data Sources @KashifKhurshid
  21. 21. Customer Journeys 22 @KashifKhurshid Marketers: The Journey is the Reward Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 @KashifKhurshid
  22. 22. Customer Journeys 23 @KashifKhurshid Attribution Models First Touch Last Touch Lead Create Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Linear Linear @KashifKhurshid
  23. 23. Customer Journeys 24 @KashifKhurshid Funnel Stages Lead Create Booking MQL Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Opportunity Proposal @KashifKhurshid
  24. 24. Weighted Attribution Modeling Configuration Minor Credit Major Credit
  25. 25. Selecting the Right Model Demand Gen Manager Director of Sales CEO @KashifKhurshid
  26. 26. Demand Generation Manager My objective is to fill top of the funnel with quality leads
  27. 27. Customer Journeys 28 @KashifKhurshid First Touch Model First Touch -100% Booking Lead Create Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Opportunity Proposal @KashifKhurshid Major Credit Minor Credit No Credit
  28. 28. Customer Journeys 29 @KashifKhurshid Lead Create Model First Touch Booking Lead Create – 100% Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Opportunity Proposal @KashifKhurshid Major Credit Minor Credit No Credit
  29. 29. Customer Journeys 30 @KashifKhurshid U shaped Model First Touch – 40% Booking Middle Touch – 20% Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Lead Create – 40% Opportunity @KashifKhurshid Major Credit Minor Credit No Credit
  30. 30. 31 Focus on Bringing in large amounts of Leads at Top of the Funnel. Takeaway: @KashifKhurshid
  31. 31. Director of Sales My objective is to have healthy leads that drive into pipeline
  32. 32. Customer Journeys 33 @KashifKhurshid W shaped Model First Touch – 30% Booking Lead Create- 30% Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Middle Touch- 10% Opportunity -30% @KashifKhurshid Major Credit Minor Credit No Credit
  33. 33. 34 Bringing High Quality Leads That Convert to Opportunities. Takeaway: @KashifKhurshid
  34. 34. Chief Executive Officer I care about what marketing drives into pipeline and bookings
  35. 35. Customer Journeys 36 @KashifKhurshid Full Path Model FT/Lead Create – 22.5% Booking- 22.5% MQL -5% Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Opportunity -22.5% Proposal- 5% @KashifKhurshid Major Credit Minor Credit No Credit
  36. 36. 37 Full funnel focus – represent all key stages across marketing and sales Takeaway: @KashifKhurshid
  37. 37. Build Attribution to Scale
  38. 38. Stack Models Side-By-Side Channels % All Touches Avg Touchpoint % of Lead Create Model % of W Shaped Model % of Full Path Model Events 32% 6.9 60% 44% 37% Organic 5% 1.5 4% 14% 19% Direct 5% 3.0 11% 8% 7% Email 3% 1.7 6% 7% 8% Sales Rep 27% 12.9 8% 12% 14% Webinar 4% 1.0 2% 3% 2% Paid Search 3% 2.9 5% 4% 4% Total 100% 16.6 100% 100% 100% Most Touches and More contribution down the funnel Excellent at Driving Leads Strong Impact down the funnel More engagement prior to Pipeline LC MQL SAL OTY Proposal CWon
  39. 39. Attribution Insights Channels Lead Create Model W Shaped Model Full Path Model Conclusion Event 16% 12% 11% Excellent at Driving Leads and Top of Funnel Organic 12% 15% 17% Increases Contribution as people do deeper into pipeline Webinar 7% 12% 9% Strong in nurturing people to Opportunity and weak at top of funnel Social 10% 12% 5% People Engage during the journey and mostly prior to pipeline
  40. 40. 41 One Model does not fit all. Takeaway: @KashifKhurshid
  41. 41. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling
  42. 42. Determine How you want to spread the focus Demand Generation • Lead and Pre- Sale Activity • Awareness Stage Pipeline Marketing • Impactful Selling Motions • Research and Consideration Stage Advocacy & Retention • Prove success and deepen share of wallet • Post Purchase Evaluation Churn Reduction • Win-Back Campaigns
  43. 43. Types of Insights in a Journey Marketing Channels (Social) Landing Pages (Home Page) Form Fills (Download) Ad Campaign (Brand Campaign) Content Classification (Industry Conference) Device (Mobile)
  44. 44. Content Strategy in Buying Cycle Industry Reports Blogs Videos Infographic Whitepaper Data Sheets Check List Events Webinars Case Studies Solution Briefs Awareness Research Consideration
  45. 45. Attribution Metrics Return Spend Number of touchpoints Cost Per Customer % of contribution Velocity Customer Lifetime value & cost
  46. 46. Sample Journey Analysis DAA One Conference ABC Industry Credit split across all activities Marketing Channel that Lead to the Closed Deal
  47. 47. Top 5 Use Cases Attribution Solves For: 1. How many touchpoints does it take to close a deal 2. Is the additional touchpoint/activity helping move the metrics in a positive or negative direction 3. What is the profile and journey of high value close deals 4. How much is each channels contribution to overall business (2 -3 models) 5. Best top of funnel, mid-funnel and bottom of funnel programs
  48. 48. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Attribution Purpose Cost & Return Channel Contribution Journey Analysis
  49. 49. Conquer your Attribution Thank You. @Kashif Khurshid CaptainAnalytics.com Contact: KashifKhurshid@Gmail.com Cell: (832) 228 - 7427

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