www.fullcircleinsights.com Session by Hoontae Sim and Robb McDowell on how Grovo utilizes attribution models to optimize their marketing mix. @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.

1. Data-Based Dollars:
How Grovo Spends Smarter
with Attribution Models
Head of Marketing Operations, Hoontae Sim
Marketing Operations Manager, Robb McDowell

2. 2
Key takeaways
Attribution models
Marketing resource distribution
Challenges

3. 3

4. 4

5. Cross object reporting
Issues…
5
Campaign
Object
Lead Object Opportunity
Object
Reporting challenge
Cohort based on
response created
date
Campaign gets no credit
Cohort conversion rate
Where are my
SQLs?

6. We asked questions and looked around
6
Did my campaign influence revenue?
What was the quality of the response?
What is the velocity of my demand generation funnel?
How many responses did Sales engage with over time?
How many net new names generated from a campaign?
talked with solution providers
and went through internal selection process
SQL SQL
SQL
SQL
SQL
Campaign
? ?
?
??
?

7. We made a decision
7
o Native Salesforce
o Vendor scorecard
o Product readiness
o Proven in the marketplace
o Reference
o Customer support
o All about relationship

8. 6 weighted attribution models
8
Even
Primary
Touch Heavy
Time Decay
First Touch
Heavy
Last Touch
Heavy
Search
Paid
Webinar Grovo
Seminar
Display Direct
Traffic
Closed
Won/SQLs
$240,000/3
$50,000/5
$80,000/4
$15,000/3
$100,000/5
U Shape $100,000/ 2
Conversiontoopportunity
Event

9. How do we know what’s working
9
Channel performance report based on attribution models
o ROI focused report
o Marketing investment decision on right channel metrics
Decision
Volume game
Cost efficiency
Quick to opps
Not invest in Q3
Cheap but low ASP
Channel
Webinar
Display ad
Paid search
Grovo Seminar
Outbound campaign
Data points in Channel
Performance Report
ROI
Velocity
Conversion rate
Average Selling Price
Actual budget by channel
Number of Leads/MQLs/SQLs
Cost per Lead/MQL/SQL/deal
Number/Amount of closed won

10. Glance of the report
10

11. We automated the spreadsheet in Tableau
11
Jan Feb Mar Apr May Jun
Lead Lead Lead
MQL MQL MQL
SQL SQL SQL
Deals Deals Deals Deals
Implementing attribution models into a BI tool
is a lot easier with Full Circle

12. Challenges
12
Attribution models give us a full visibility into our business challenge
-> We are in a volume game - Lead delivery time vs. lead quality
vs
Lead gen
team always
wants to
have more
MQLs

13. Adapting to a new process
13
Open  MQL  Connected  Engaged  Qualified
Old Method
Lead Score Checkbox Lead Status
MQL!+ =
New Method
Lead Score Checkbox Lead Status
 MQL!+ =+ PDF
Campaign
Response


14. • More data!
• Better understanding of lead
history
• 1:1 Marketo program-SFDC
campaign sync was slow
• Separate API calls for
campaign responses avoids
data sync issues
Technical challenges
14
• Correct campaign data
• More visibility
• Recording campaign responses correctly
• Missing responses become ‘Default MQLs’
• Recording campaign responses quickly
• Late responses become ‘Default MQLs’
• More data points
• Manipulating/modifying data is difficult

15. • More efficient lead lifecycle
• E.g. Eliminated unnecessary
‘Contacted’ status for leads
• Visibility into why Open leads
become sales qualified without
marketing touches
15
• Better campaign feedback
• Recording campaign responses quickly
• Lead must be ready to move to the next
status
• Training sales team to use the right sales
campaign
• When calling an Open lead, the sales
person needs to give a reason
• Accommodating your process to make sure
campaign responses are driving results
• Understanding the new measurements
• Better ability to talk about
marketing interactions
Human challenges

16. 16
Conclusion
Marketing attribution models will get you an unbiased, comprehensive view of
marketing to correct the course of marketing plans and
budgets to drive performance.
Test your model repeatedly - help more accurately understand how and
why their prospects converted into customer.
End to end view – it is challenging but will give you ability to choose
a right marketing mix.

17. 17
Hoontae Sim
Head of Marketing Operations
hsim@grovo.com
https://www.linkedin.com/in/hoontaesim
Contacts
Robb McDowell
Marketing Operations Manager
rmcdowell@grovo.com
https://www.linkedin.com/in/j-robb-
mcdowell-43244812