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How to Develop Multichannel Attribution Models That Move the Needle By Janet Driscoll Miller

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: How To Develop Multichannel Attribution Models That Move The Needle. PRESENTATION: How to Develop Multichannel Attribution Models That Move the Needle - Given by Janet Driscoll Miller, @janetdmiller - Marketing Mojo, President and CEO. #SMX #31C

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How to Develop Multichannel Attribution Models That Move the Needle By Janet Driscoll Miller

  1. 1. #SMX #31C @JanetDMiller Janet Driscoll Miller How To Develop Multichannel Attribution Models That Move The Needle
  2. 2. #SMX #31C @JanetDMiller Janet Driscoll Miller How To Develop Multichannel Attribution Models That Move The Needle
  3. 3. #SMX #31C @JanetDMiller
  4. 4. #SMX #31C @JanetDMiller Challenges
  5. 5. #SMX #31C @JanetDMiller
  6. 6. #SMX #31C @JanetDMiller
  7. 7. #SMX #31C @JanetDMiller
  8. 8. #SMX #31C @JanetDMiller • Source/medium (marketing channels) • Content type (guides, checklists, webinars) • Content focus (ex: SEO v. digital advertising) • ABOVE ALL: Be consistent! What do you want to track?
  9. 9. #SMX #31C @JanetDMiller Multi-Touch Attribution Models
  10. 10. #SMX #31C @JanetDMiller Single source § First touch § Last touch Factorial § Linear § Time Decay Which model(s) will you choose?
  11. 11. #SMX #31C @JanetDMiller
  12. 12. #SMX #31C @JanetDMiller Linear § Gives equal credit to all channels/campaigns § Always updating, but can be “locked” down Time Decay § Gives most credit to the last channel/campaign § Always updating, but can be “locked” down Factorial Source Models
  13. 13. #SMX #31C @JanetDMiller Not sure? Test them out!
  14. 14. #SMX #31C @JanetDMiller Tracking
  15. 15. #SMX #31C @JanetDMiller
  16. 16. #SMX #31C @JanetDMiller Website Visit MQL SAL SQL Closed Won How do you track it all?
  17. 17. #SMX #31C @JanetDMiller Website Visit MQL SAL SQL Closed Won How do you track it all? Google Analytics Marketing Automation CRM
  18. 18. #SMX #31C @JanetDMiller MQL SAL SQL Website Visit How do you track it all? Google Analytics Marketing Automation CRM Closed Won
  19. 19. #SMX #31C @JanetDMiller Step 1: Analytics § Set up a nomenclature § Tag your marketing campaigns How do you track it all?
  20. 20. #SMX #31C @JanetDMiller • Passes information from your destination URLs into Google Analytics • Tagging is automatic in Google AdWords by default • https://support.google.com/ analytics/answer/1033867?hl=en Google analytics Tagging
  21. 21. #SMX #31C @JanetDMiller
  22. 22. #SMX #31C @JanetDMiller Step 1: Analytics § Set up a nomenclature § Tag your marketing campaigns § Set up goals and/or ecommerce tracking – Note: Limit of 20 goals per reporting view § Website – Ensure you have Google Analytics code on all pages of the website • Consider using Google Tag Manager How do you track it all?
  23. 23. #SMX #31C @JanetDMiller SQL Closed Won MQL SAL Website Visit How do you track it all? Google Analytics Marketing Automation CRM
  24. 24. #SMX #31C @JanetDMiller Step 2: Marketing Automation § Make sure your CRM and marketing automation program are integrated. § Set up programs to update information and track clicks. § Set marketing automation to update fields accordingly. – Example: running lead source field How do you track it all?
  25. 25. #SMX #31C @JanetDMiller SQL Closed Won MQL SAL Website Visit How do you track it all? Google Analytics Marketing Automation CRM
  26. 26. #SMX #31C @JanetDMiller Step 3: CRM (ex: Salesforce.com) § Set up CRM to track appropriate attribution model § For factorial attribution, create a custom field. How do you track it all?
  27. 27. #SMX #31C @JanetDMiller
  28. 28. #SMX #31C @JanetDMiller
  29. 29. #SMX #31C @JanetDMiller Step 3: CRM (ex: Salesforce.com) § Set up CRM to track appropriate attribution model § For factorial attribution, create a custom field. § Create campaigns to track in CRM – Tracks sales/value back to actual marketing campaigns How do you track it all?
  30. 30. #SMX #31C @JanetDMiller
  31. 31. #SMX #31C @JanetDMiller
  32. 32. #SMX #31C @JanetDMiller Campaign Name Converted Leads Num Total Opportunities Num Won Opportunities Total Value Opportunities Total Value Won Opportunities 2017 Dig Mktg Checklist - Facebook 1 2 1 $ 8,000.00 $ 5,000.00 2016 ROI-2 Webinar 1 4 1 $ 23,500.00 $ 10,000.00 2016 ROI Webinar 2 6 2 $ 34,000.00 $ 14,000.00 Request a Quote 1 1 0 $ 5,000.00 $ -
  33. 33. #SMX #31C @JanetDMiller
  34. 34. #SMX #31C @JanetDMiller Contact Info JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller

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