Learn what Marketing Attribution is and its two models: First-touch and Multi-touch.

1. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Marketing Attribution
Oh you fancy, huh?

2. 7+
MEET JAMIE
T H E O P T I M I S T
Years in digital marketing
Marketo Certified Solutions Architect
4 cuddly mutts, 1 is my husband
Midwesterner at heart
CUSTOMER SUCCESS DIRECTOR

4. 01. What is it?
02.
03.
04. Q&A
Attribution in Marketo
Cautionary Items

5. What is it?
Marketing Attribution

6. Marketing Attribution is Like Going to the Gym

7. But really…the
buyer’s journey is
complicated.

8. I’ve had clients say it
takes 36 touches
before a lead
becomes a customer.

9. Alright, so what IS it?
 Attribution is the science of assigning credit or allocating
dollars from a sale to the marketing touchpoints that a
customer was exposed to prior to being added to an
opportunity.
 Helps you measure program success so you can
- Show marketing ROI
- Make educated decisions on what programs and channels to invest in

10. Here’s how Marketo does it
Attribution Models

11. First Touch
 Answers: “Which programs are
good at acquiring profitable new
names?”
Multi-Touch
 Answers: “Which programs are
most influential in moving people
forward in the sales cycle over
time?”
First vs. Multi-touch Attribution

12. 3 Rules
1. Credit is split evenly
2. You can’t give more credit than
you earned
3. You can’t give credit for
something that happened in the
past
Things Needed for it to Work
1. Opportunity Information
2. Acquisition Program
3. Program Success
4. Extras: Costs
A Recipe for Attribution Success

13. Which programs are good at acquiring
profitable new names?
First Touch (FT)

14. First Touch: The Scenario
Andrea – Influencer
• Researching our
company
• Downloads our eBook
• Continues to successfully
engage with our
marketing efforts
Donald – Decision Maker
• Hears about our company
from Andrea
• Takes our survey
• Continues to successfully
engage with our
marketing efforts
$100K Opportunity

15. First Touch: Marketo
Downloaded
eBook
Registered for
Webinar A
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
3 months
Acquisition Program
$100K

16. First Touch: Marketo
Downloaded
eBook
Registered for
Webinar A
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
3 months
Acquisition Program

17. First Touch: Marketo
Downloaded
eBook
Registered for
Webinar A
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
$50K
3 months
Acquisition
Program
$50K
Acquisition
Program

18. Pop Quiz!
 April 11 | Fred is acquired by (Tradeshow)
 April 15 | Margo attends Webinar (Success)
 April 22 | Fred is associated (role) to the opportunity
 April 22 | Opportunity is created for $3,000
Program Name (Tradeshow) (Webinar )
(FT) Opty Created
(FT) Pipeline Created
(FT) Opty Won
(FT) Revenue Won

19. Pop Quiz Answers
 April 11 | Fred is acquired by (Tradeshow)
 April 15 | Margo attends Webinar (Success)
 April 22 | Fred is associated (role to the opportunity)
 April 22 | Opportunity is created for $3,000
Program Name (Tradeshow) (Webinar )
(FT) Opty Created 1 0
(FT) Pipeline Created $3,000 $0
(FT) Opty Won 0 0
(FT) Revenue Won 0 0

20. Pop Quiz...You’re Not Getting Off that Easy!
 April 11 | Bill is acquired by (Tradeshow)
 April 15 | Joan is acquired by (Webinar)
 April 22 | Opty 1 is created for $6,000
 April 24 | Opty 2 is created for $10,000
 April 25 | Bill and Joan are associated with roles to BOTH Optys
 April 29 | Opportunity 1 is Closed-Won
Program Name (Tradeshow) (Webinar )
(FT) Opty Created
(FT) Pipeline Created
(FT) Opty Won
(FT) Revenue Won

21. Pop Quiz Answers
 April 11 | Bill is acquired by (Tradeshow)
 April 15 | Joan is acquired by (Webinar)
 April 22 | Opty 1 is created for $6,000
 April 24 | Opty 2 is created for $10,000
 April 25 | Bill and Joan are associated with roles to BOTH Optys
 April 29 | Opportunity 1 is Closed-Won
Program Name (Tradeshow) (Webinar )
(FT) Opty Created 1 1
(FT) Pipeline Created $8,000 $8,000
(FT) Opty Won .5 .5
(FT) Revenue Won $3,000 $3,000

22. Which programs are most influential in
moving people forward in the sales cycle
over time?
Multi-touch (MT)

23. Remember…
 We are looking at program success vs. acquisition program with
Multi-touch attribution!

24. Multi Touch: The Scenario
Andrea – Influencer
• Researching our
company
• Downloads our eBook
• Continues to successfully
engage with our
Marketing efforts
Donald – Decision Maker
• Hears about our company
from Andrea
• Takes our survey
• Continues to successfully
engage with our
Marketing efforts
$100K Opportunity

25. Multi Touch: Marketo
Downloaded
eBook
Registered for
Webinar A
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
3 months
Success in a Program

26. Multi Touch: Marketo
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
3 months
Success in a Program

27. Multi Touch: Marketo
Downloaded
eBook
Registered for
Webinar A
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
3 months
$14K $14K
$0
$14K
$14K
Success in a Program

28. Multi Touch: Marketo
Member of e-Book
Program
Attended
Webinar B
Engaged at
Tradeshow
Connected
With Sales
Downloaded
Survey Results
$100K
3 months
$0 $14K
$0
$14K
$14K
Success in a Program
Member of
Webinar A
Program

29. Multi-Touch Attribution: Marketo
Content/Asset MT Attribution
Downloaded eBook $14,000 (Andrea)
Registered Webinar $0
Downloaded Survey Results $28,000
$14,000 (Andrea)
$14,000 (Donald)
Attended Webinar $28,000
$14,000 (Andrea)
$14,000 (Donald)
Engaged at Tradeshow $28,000
$14,000 (Andrea)
$14,000 (Donald)
$100K

30. Pop Quiz!
 April 11 | Steve Downloads (Content) – Success
 April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)
 April 25 | Jason attends (Webinar) – Success
 April 30 | Opportunity is Closed-Won
Attribution Metric (Content) (Webinar )
(MT) Opty Created
(MT) Pipeline Created
(MT) Opty Won
(MT) Revenue Won

31. Pop Quiz Answers
 April 11 | Steve Downloads (Content) – Success
 April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)
 April 25 | Jason attends (Webinar) – Success
 April 30 | Opportunity is Closed-Won
Attribution Metric (Content) (Webinar )
(MT) Opty Created 1 0
(MT) Pipeline Created $3,000 0
(MT) Opty Won .5 .5
(MT) Revenue Won $1,500 $1,500

32. This isn’t my first rodeo…
Considerations

33. Limitations of Marketo’s Attribution Models
 Flat Models
- A success in a program one year ago will get the same amount of
credit as a more recent success.
 Scalability
- To get any sort of attribution credit, there must be a program assigning
acquisition or success in Marketo. This becomes unrealistic for tracking
engagement with channels like social media, SEO or online advertising.
 URL parameters
- Not reliable

34. Data
When it comes to good marketing, your entire system has to be
built on a solid data foundation. If there is one seemingly
minor error in the “basics,” the ground gives way to a degree
where trust is also eroded. Once trust is gone, nothing else
matters. Certainly not a nuanced report with multi-touch
attribution models.

35. Be Careful on Your Positioning
 It’s not about credit – it’s about creating a model whereby
marketing can understand what investments are leading to the
most sales
 Sales works really hard to close deals. Don’t take their credit.

36. Ask me anything…I might have an
answer
Q&A