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Building Trust and Value Through Attribution By Dave Rigotti

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: Building Trust and Value Through Attribution - Given by Dave Rigotti, @drigotti - Bizible, Director of Marketing. #SocialPro #23B

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Building Trust and Value Through Attribution By Dave Rigotti

  1. 1. #SocialPro #23B @drigotti BUILDING TRUST AND VALUE THROUGH ATTRIBUTION
  2. 2. #SocialPro #23B @drigotti §  Head of marketing at Bizible §  Obsessed with B2B marketing §  Mission is to “make every marketing dollar profitable” ABOUT
  3. 3. #SocialPro #23B @drigotti
  4. 4. #SocialPro #23B @drigotti
  5. 5. #SocialPro #23B @drigotti
  6. 6. #SocialPro #23B @drigotti
  7. 7. #SocialPro #23B @drigotti §  Multi-touch Consider the whole journey §  Omni-channel Commonality of metrics §  Centralized Sum is equal to the parts SOCIAL ATTRIBUTION FRAMEWORK
  8. 8. #SocialPro #23B @drigotti §  Multi-touch Consider the whole journey §  Omni-channel Commonality of metrics §  Centralized Sum is equal to the parts SOCIAL ATTRIBUTION FRAMEWORK TRUST
  9. 9. #SocialPro #23B @drigotti SINGLE TOUCH ATTRIBUTION
  10. 10. #SocialPro #23B @drigotti MULTI-TOUCH ATTRIBUTION
  11. 11. #SocialPro #23B @drigotti §  Social §  Organic search §  Retargeting §  Paid search §  Email CHANNEL BIAS
  12. 12. #SocialPro #23B @drigotti
  13. 13. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue
  14. 14. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue MULTI-TOUCH 27% of revenue
  15. 15. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue MULTI-TOUCH 27% of revenue > 20% DIFFERENCE
  16. 16. #SocialPro #23B @drigotti §  Social §  Social §  Social CHANNEL BIAS
  17. 17. #SocialPro #23B @drigotti §  Social Blog & ebooks §  Social Case studies §  Social Demo / trial CHANNEL BIAS
  18. 18. #SocialPro #23B @drigotti EARLY RESULTS BEFORE 42% leads 27% revenue
  19. 19. #SocialPro #23B @drigotti EARLY RESULTS BEFORE 42% leads 27% revenue AFTER 31% leads 30% revenue MUCH MORE EFFICIENT
  20. 20. #SocialPro #23B @drigotti OMNI-CHANNEL
  21. 21. #SocialPro #23B @drigotti CENTRALIZED 1 + 1 != 3
  22. 22. #SocialPro #23B @drigotti ACCOUNT-BASED
  23. 23. #SocialPro #23B @drigotti Focus on outcomes, ie revenue Less leads; more value RECAP
  24. 24. #SocialPro #23B @drigotti THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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