Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19

Kashif Khurshid
Kashif KhurshidSr Strategist, Web Analytics at Waste Management
1
Mastering Buyer
Journey Analytics
& Attribution
Modeling
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
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
Mastering Buyer Journey Agenda
Tips & Best Practices on
configuring buyer journeys
Understanding & Selecting
buyer journey Models
Gaining insights from
Attribution Modeling
@KashifKhurshid
Mastering Buyer Journey Agenda
Tips & Best Practices on
configuring buyer journeys
Understanding & Selecting
buyer journey Models
Gaining insights from
Attribution Modeling
@KashifKhurshid
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
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
Step 1:
Configure
Digital
Touchpoint
Setting
10
Campaign
Interaction
Website Visit Content Engagement Form Fills
What Data to Capture & Credit Allocation
@KashifKhurshid
Step 2:
Configure
Offline
Touchpoints
Step 2: Breaking Down Data Silos
@KashifKhurshid
Attribution
Digital
CRM
Campaigns
Sales
Activity
Other
Offline
Sources
Step 2A: Event and Webinar Configuration
Give credit for registering
Give credit for responded
Specific
status
@KashifKhurshid
Step 2B: Sales Configuration
Give credit for Email Responses
Give credit for Calls
Received/ Answered
Meeting
Held
@KashifKhurshid
Step 3: Configure for People in Journey
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
Step 4: Configure Stage Stamping for repeat stages
Lead Stage and Stage Date Fields
Stage Date
Stamp
Oldest Newest
Wiped Clean for
flow Integrity
Stage Hopping
@KashifKhurshid
Mastering Buyer Journey Agenda
Tips & Best Practices on
configuring buyer journeys
Understanding & Selecting
buyer journey Models
Gaining insights from
Attribution Modeling
@KashifKhurshid
Use Models to go Deeper
20
When to Use Models?
Many
Touchpoints
Exist
Long Buying
Cycles
Multiple Data
Sources
@KashifKhurshid
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
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
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
Weighted Attribution Modeling Configuration
Minor Credit
Major Credit
Selecting the Right Model
Demand Gen Manager
Director of Sales
CEO
@KashifKhurshid
Demand Generation
Manager
My objective is to fill top of the
funnel with quality leads
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
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
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
31
Focus on Bringing in large amounts
of Leads at Top of the Funnel.
Takeaway:
@KashifKhurshid
Director of Sales
My objective is to have healthy leads
that drive into pipeline
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
34
Bringing High Quality Leads That
Convert to Opportunities.
Takeaway:
@KashifKhurshid
Chief Executive Officer
I care about what marketing
drives into pipeline and
bookings
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
37
Full funnel focus – represent all key
stages across marketing and sales
Takeaway:
@KashifKhurshid
Build Attribution to
Scale
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
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
41
One Model does not fit all.
Takeaway:
@KashifKhurshid
Mastering Buyer Journey Agenda
Tips & Best Practices on
configuring buyer journeys
Understanding & Selecting
buyer journey Models
Gaining insights from
Attribution Modeling
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
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)
Content Strategy in Buying Cycle
Industry
Reports
Blogs
Videos
Infographic
Whitepaper
Data Sheets
Check List
Events
Webinars
Case
Studies
Solution
Briefs
Awareness Research Consideration
Attribution Metrics
Return Spend
Number of
touchpoints
Cost Per
Customer
% of
contribution
Velocity
Customer
Lifetime value
& cost
Sample Journey Analysis
DAA One Conference
ABC Industry
Credit split
across all
activities
Marketing
Channel that Lead
to the Closed Deal
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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Attribution Purpose
Cost & Return
Channel Contribution
Journey Analysis
Conquer your Attribution
Thank You.
@Kashif Khurshid
CaptainAnalytics.com
Contact: KashifKhurshid@Gmail.com
Cell: (832) 228 - 7427
1 of 50

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Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19

  • 1. 1
  • 2. Mastering Buyer Journey Analytics & Attribution Modeling
  • 4. 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
  • 5. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  • 6. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  • 7. 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
  • 8. 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
  • 10. 10 Campaign Interaction Website Visit Content Engagement Form Fills What Data to Capture & Credit Allocation @KashifKhurshid
  • 12. Step 2: Breaking Down Data Silos @KashifKhurshid Attribution Digital CRM Campaigns Sales Activity Other Offline Sources
  • 13. Step 2A: Event and Webinar Configuration Give credit for registering Give credit for responded Specific status @KashifKhurshid
  • 14. Step 2B: Sales Configuration Give credit for Email Responses Give credit for Calls Received/ Answered Meeting Held @KashifKhurshid
  • 15. Step 3: Configure for People in Journey
  • 16. 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
  • 17. Step 4: Configure Stage Stamping for repeat stages
  • 18. Lead Stage and Stage Date Fields Stage Date Stamp Oldest Newest Wiped Clean for flow Integrity Stage Hopping @KashifKhurshid
  • 19. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling @KashifKhurshid
  • 20. Use Models to go Deeper 20
  • 21. When to Use Models? Many Touchpoints Exist Long Buying Cycles Multiple Data Sources @KashifKhurshid
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. Weighted Attribution Modeling Configuration Minor Credit Major Credit
  • 26. Selecting the Right Model Demand Gen Manager Director of Sales CEO @KashifKhurshid
  • 27. Demand Generation Manager My objective is to fill top of the funnel with quality leads
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 31 Focus on Bringing in large amounts of Leads at Top of the Funnel. Takeaway: @KashifKhurshid
  • 32. Director of Sales My objective is to have healthy leads that drive into pipeline
  • 33. 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
  • 34. 34 Bringing High Quality Leads That Convert to Opportunities. Takeaway: @KashifKhurshid
  • 35. Chief Executive Officer I care about what marketing drives into pipeline and bookings
  • 36. 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
  • 37. 37 Full funnel focus – represent all key stages across marketing and sales Takeaway: @KashifKhurshid
  • 39. 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
  • 40. 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
  • 41. 41 One Model does not fit all. Takeaway: @KashifKhurshid
  • 42. Mastering Buyer Journey Agenda Tips & Best Practices on configuring buyer journeys Understanding & Selecting buyer journey Models Gaining insights from Attribution Modeling
  • 43. 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
  • 44. 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)
  • 45. Content Strategy in Buying Cycle Industry Reports Blogs Videos Infographic Whitepaper Data Sheets Check List Events Webinars Case Studies Solution Briefs Awareness Research Consideration
  • 46. Attribution Metrics Return Spend Number of touchpoints Cost Per Customer % of contribution Velocity Customer Lifetime value & cost
  • 47. Sample Journey Analysis DAA One Conference ABC Industry Credit split across all activities Marketing Channel that Lead to the Closed Deal
  • 48. 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
  • 49. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Attribution Purpose Cost & Return Channel Contribution Journey Analysis
  • 50. Conquer your Attribution Thank You. @Kashif Khurshid CaptainAnalytics.com Contact: KashifKhurshid@Gmail.com Cell: (832) 228 - 7427