Slide deck for Marketo User Group presentation by Perkuto Director of Consulting Carey Picklesimer, held on August 9, 2018.

1. The Hierarchy
of Attribution

2. A bit about me
Seasoned and passionate marketing professional with nearly
20 years of diverse experience, including six years of working
with Marketo (four as a Marketo Certified Expert)
10+ years in-house as Director of Marketing or in Marketing
Operations
2 years as Marketo Consultant
linkedin.com/in/careypicklesimer/
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Carey Picklesimer
Director of Consulting

3. Where am I going to spend my
next marketing dollar?
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4. The answer lies in Attribution
Attribution helps you understand the past to better predict where you
will be successful in the future
All attribution systems essentially examine the intersection
of three related datasets:
● Marketing Efforts: all the fantastic marketing
campaigns you launched
● Audience Engagement: the people (prospects,
customers, etc.) who engaged with your efforts
● Performance Outcomes: the results of your efforts.
Usually, this is revenue or pipeline value
but could also be a metric like MQLs.
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5. But how do I do Attribution?
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Report on Data
Report on the data in a
way that makes it easy
to gain insights and
actionable
intelligence.
Capture Data
Put the systems and
processes in place to
gather all three
datasets—your efforts,
engagement and
outcomes.
Model Data
Store the data you
captured in such a way
that you can easily
access it for flexible
and meaningful
reporting.

6. 6

7. Everyone Can Do Attribution

8. Maslov’s Hierarchy of Needs
8
5 Self-Actualization
3 Love/Belonging
1 Physiological
4Esteem
2Safety

9. The Hierarchy of Attribution
9
Source
Where did your
leads come from?
1
Activity
What did they do
with your company
on their purchase
journey?
2
Revenue
How did it impact
your business?
3

10. The Hierarchy of Attribution
10
Clean data is the invisible foundation

11. Level 3 - Source
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Source3
Where did your leads come from?
Understanding where your leads are coming
from is essential to first-touch attribution
Anonymous First Touch - Many times the
original source will happen while the lead is still
anonymous (before the lead appears in your
database)
Lead Creation - When the lead fills out a form,
registers for a webinar, visits you at a tradeshow,
etc

12. Level 3 - Source
12
Source3
Data Points to collect
Collected in cookie
● Original referrer
● Querystring (may contain UTM codes if you
had them on the link)
This information may be stored and accessible in the Marketo
database, but will not be as easy to query as fields populated

13. Level 3 - Source
13
Source3
Data Points to collect
● Lead Source
● Lead Source Details
● UTM parameters (utm_source,
utm_medium, etc)
● Acquisition Program
Block updates from these fields so they don’t get overwritten
Be sure to add Lead Source/Lead Source Details to all points
of entry (Hidden form on fields, column on list upload,
required field on records created by your CRM, etc)
Consider adding a value such as “UTM not gathered” if a lead
comes from a non-UTM source (ex. Direct or Organic)

14. Level 3 - Source
14
Source3
Reporting and Analysis tools
Marketo Out of the Box
● Marketo Analytics - Leads by Source
● Marketo Lead Database/Excel - Smart list to
review leads by source as well as other data
points. Use a pivot table to summarize and
visualize the data
Marketo Add-on
● Revenue Explorer - Does the work of Excel
pivot tables within Marketo

15. Single Point Attribution Models Available
First Touch Attribution Model
Applies 100% of attribution credit to the first
tracked marketing interaction
PROS
● Simple and easy
● Data analysis is less complicated
CONS
● Actual first touch may be long before a person enters
your database
● May not be a true indicator of what drives a purchase
decision
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First Touch
Example: A lead comes in
from Google Adwords with a
Lead Source = Paid Search
Opportunities (and future
booking) will have source of
Paid Search
Lead
Creation
Last Touch
Opty
Creation

16. The Hierarchy of Attribution
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Data Points to collect
You need to track both the Channel and the Offer.
Channels are the marketing tactics that drive
engagement: paid search campaigns, SEO, paid and
organic social, trade show booths—you get the idea.
Offers are what people engage with: ebooks, white
papers, videos, web forms, webinars—and the list
goes on.
O
rganic
SearchP
aid
Search
R
eferral
Events
(SD
M
U
G
)

17. Level 2 - Activity
What did they do with your company on their
purchase journey?
First-touch attribution only tells the beginning of
story. The next step is last touch attribution. Last
touch can sometimes be considered the tipping
point for purchase.
The last touch requires you to track every touch
along the way.
The ultimate goal is multi-touch attribution
which requires first and last touches, as well as
the activity in between.
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Activity2

18. Level 2 - Activity
Data Points to collect
Channel
● Lead Source Most Recent
● Lead Source Details Most Recent
● UTM parameter Most Recent (utm_source,
utm_medium, etc)
● SFDC Campaign membership - By channel
(such as paid search, organic, etc)
The ‘Most Recent’ version of the fields should be able to be
overwritten with each new activity
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Activity2

19. Level 2 - Activity
Data Points to collect
Offer
● Marketo Program Statuses - Use the
appropriate channel (ex. Webinar,
Tradeshow, Web) and make sure all
members have the appropriate
● SFDC Campaign membership - By offer
(such as specific whitepaper)
Most advanced multi-touch options will require
the Program Status to be considered a touch
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Activity2

20. Level 2 - Activity
Reporting and Analysis tools
Marketo Out of the Box
● Marketo Analytics - Program Performance Reports
Marketo Add-on
● Revenue Explorer
○ Program Analyzers
○ Opportunity Analyzers
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Activity2

21. Level 1 - Revenue
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Revenue1
How does the marketing activity impact your
business?
The only truly valuable marketing metrics are
those that relate to revenue.
Although Marketo can track revenue, it is a best
practice for the CRM to be the system of truth
for revenue activities (which may be tied to an
ERP system or other systems as well.)

22. Level 1 - Revenue
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Revenue1
Data Points to collect - All within CRM
● CRM Opportunity Source - Can come from
Lead Source or Lead Source Most Recent
● Contact Roles on Opportunities
● Opportunity stage (Open, Negotiation,
Won, Lost, etc)
Marketo read the Opportunity Object but it
cannot write to it. This means that Opportunity
data can be used in some smart lists and
automations.

23. Level 1 - Revenue - Advanced
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Revenue1
Reporting and Analysis tools
Marketo Out of the Box
● Analytics reports - Opportunity Columns*
● Smart lists filtered by Opportunity data*
*Requires Opportunities to have contacts attached
to them as Contact Roles in SFDC
Marketo Add-on
● Revenue Explorer - Program Opportunity Analysis
Salesforce
● Campaign Revenue Report
● The Campaign ROI Analysis Report

24. Single Point Attribution Models Available
Last Touch Attribution Model
Applies 100% of attribution credit to the most
recent (last) marketing interaction
PROS
● Simple and easy
● Data analysis is less complicated
CONS
● Last touch may not have been the tipping point
● Wrong person’s interaction
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First Touch
Example: A lead comes in
from Google Adwords with a
Lead Source = Paid Search
Opportunities (and future
booking) will have source of
Paid Search
Lead
Creation
Last Touch
Example: A lead comes in
from Google Adwords with a
Lead Source = Paid Search
Over the course of the year,
lead attends webinars,
download content, and reads
email. The last touch was a
webinar so Lead Source Most
Recent = Webinar
Opportunities (and future
booking) will have source of
Webinar
Opty
Creation

25. Additional Attribution Models Available
More advanced modeling can be done using lead source and lead
source most recent, but may be challenging using out of the box
functionality.
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26. Level 1 - Revenue - Advanced
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Revenue1
Reporting and Analysis tools
Attribution Software - Bizible, BrightFunnel
● Advanced Models that calculate the weight
of interactions based on your company’s
business needs
○ First Touch
○ Lead Creation
○ Evenly-Split/Linear
○ U-Shaped
○ W-Shaped
○ Full Path
○ Custom Model

27. Level 1 - Revenue - Advanced
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ROI*
ROI = How much money did your marketing
investment generate?
You cannot understand ROI without measuring
expenses

28. Level 1 - Revenue - Advanced
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ROI*
Data Points to collect - Investment
Expenses by channel
● Paid search - (CPM, Agency fees)
● Advertising
● Promotion
● Content development
● Marketing overhead? Labor costs, etc
It’s up to you to determine how much or how
little you factor in.

29. Level 1 - Revenue - Advanced
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ROI*
This is where 3rd party platforms shine

30. Get the full story
Gain practical skills (with screenshots)
in this free e-Book that walks you
through how to use Marketo and
Bizible to truly understand the answer
to marketing’s hardest question:
Where am I going to spend my next
marketing dollar?
perkuto.com/MUG-attribution-ebook
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