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B2B Multi-Touch Attribution

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For the last few years, B2B marketers are spending more and more resources on powerful, advanced and sophisticated MarTech solutions and simultaneously, more time and effort to measure their ROI. So this begs the question: are we properly capturing all the Touchpoints our prospects are experiencing during their journey, and do we understand how to use that information properly to analyze each channel? The strategic decision about first, last or multi-touch attribution is important, but isn’t there something else we might be forgetting…

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B2B Multi-Touch Attribution

  1. 1. Multi-Touch Attribution YANIR CALISAR Marketing Technologist
  2. 2. DRAMATIC INTRO: FirstTouch / LastTouch?
  3. 3. DRAMATIC INTRO: FirstTouch / LastTouch? Missing the full picture!
  4. 4. CUSTOMER JOURNEY 1st Touchpoint 2nd Touchpoint 3rd Touchpoint Last Touchpoint MissingAttribution Data $700 $300 $200 $0
  5. 5. CUSTOMER JOURNEY Account Level Multi-Touch Attribution
  6. 6. MAIN CHALLENGES • RevenueAttribution Strategy • MatchingTouchpoint > Lead > Account • Analytics & Insights • Data Retention & GDPR
  7. 7. MARKETING ATTRIBUTIONTOOLS One-Size-Fits-All Solutions
  8. 8. Track Process Analyze
  9. 9. Track Capture & store meaningful touchpoints and milestones > Process > Analyze
  10. 10. TRACKING Touchpoints Milestones • Website Engagement (paid/direct) • Email Interaction • Social Media Activities • Program Membership • Form Fill-Out • Conversion • Opportunity / Account changes
  11. 11. TRACKING Milestones: Form Form Converted SFDC Touchpoints: Program Success Paid Session Direct Session Clicked Email
  12. 12. CUSTOM SOLUTIONS -TRACKING • Google Analytics • Marketo • SFDC • DataWarehouse
  13. 13. LEAD ACTIVITY
  14. 14. OPPORTUNITY ANALYZER
  15. 15. MY 2 CENTS: • UTM Builder for Marketo (Chrome Extension) - http://bit.ly/UTM-Builder-For-Marketo • UTM Capturing JavaScript - http://bit.ly/UTM-Capturing-JS
  16. 16. Process Enrich the touchpoints data and map with the account level > AnalyzeTrack >
  17. 17. PROCESSING • Excel / Google Sheet • SFDCWorkflows & Campaigns • Zapier • Custom Development
  18. 18. PROCESSING
  19. 19. Analyze Drill down to identify significant behavior patterns Track > Visualize >
  20. 20. CUSTOM SOLUTIONS - ANALYZE • Tableau • PowerBI • Data Studio • Looker
  21. 21. DATA EXPLORATION • Most common touchpoints • First/last touchpoint to success • Common lead/account patterns • PBM/ABM
  22. 22. CUSTOM SOLUTIONS - ANALYZE Raise Create Eliminate Reduce
  23. 23. MULTI-TOUCH ATTRIBUTION ENGINE MTAE – Data Layer
  24. 24. Yanir Calisar ycalisar at overstack.io bit.ly/yanirc THANK YOU! READ MORE ON: OVERSTACK.IO

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