www.fullcircleinsights.com If you're considering getting an attribution solution or shopping around for one, learn the common objections to attribution and how to address them in order to clear the path for your company to start running campaign performance metrics. Looking for a fuller attribution guide? Take a look at this blog post to get a rundown on how to get campaign influence metrics into your organization. http://fullcircleinsights.com/the-how-to-guide-to-getting-campaign-influence-metrics-from-attribution-modeling/

1. Building a Solid Case for
Attribution to the CMO

2. 2
Your Presenter
Feng Hong
Product Marketing Manager
Full Circle Insights
• Finance and analytical
background (recovering
spreadsheet addict)
• Ex-venture capital and
ex-investment banking
• Adtech and martech
industry focus
• Has a love for inbound
marketing and audience
measurement

3. Agenda
• The Growing Focus on Revenue Attribution
• Top CMO Objections to Attribution
 “What’s Attribution?”
 “Sounds Like Simple Math, Just Do It Manually”
 “Need the Money for Programs, Not Process”
• Getting to “Yes” on an Attribution Solution
• Key Takeaways
• Q&A

4. Marketers Increasingly Turning to
Revenue Attribution
4
Marketers investigating solutions to:
• Gain insights into campaign performance
• Optimize marketing spend and mix
• Ultimately drive revenue growth
(1) AdRoll, “State of the Industry Report”, Jan. 2016
In 2015, 84%
of marketers believed
attribution was
very important to success,
an increase
of 140% from 2014.(1)
Measuring campaign performance is the biggest weapon for gaining
confidence behind marketing spend

5. The Top 3 Objections to Attribution
5
?
“What’s
attribution?
And why do we
need it?”
“Sounds like
simple math. Can’t
you just do it all
manually?”
“We need to spend
our budget on
programs, not
processes!”
1 2 3

6. Objection #1: Don’t Know What It Is
Attribution is the way to
connect campaigns to
revenue in order to
measure the performance
of our programs.
6
1
What’s attribution?
And why do we need
it?

7. The Problem Attribution Solves
7
Company Deal
Size
Campaign Campaign
Type
Acme Co. $5M June Newsletter Event
Biggums Glaze $5M Top 10 Reports Webinar
Casings Inc. $5M March Newsletter Event
DeSandro Co. $1M Learn About Ads Webinar
Everette Tents $1M What’s Your Channel? Facebook Ad
Firenze Group $1M What’s Your Channel? Facebook Ad
Garbanzos Inc. $1M Learn About Ads Webinar
Hermann Corp. $1M Learn About Ads Webinar
Event, $10M, 50%
Webinar, $8M, 40%
Facebook Ad, $2M, 10%
Attributed Revenue by Campaign Type
1

8. Objection #2: You Can Do Without It
Attribution is more than
just math. It’s data
integration, tracking, and
automation that ensure a
true view of performance.
8
2
Sounds like simple
math, can’t you just do
it all manually?

9. Automated Allocation of Revenue
9
2
A real attribution solution that integrates fully with your data saves
hours of manual work and provides confidence in its accuracy

10. Objection #3: It Costs Too Much
With attribution, we’d be able to
spend our money on the
campaigns that truly work.
10
3
We need to hit our
marketing numbers. We
should spend our budget on
marketing programs, not
marketing tools.

11. The Numbers, Without Attribution
11
3
Company Deal
Size
Deal
Type
Campaign
Type
Ace Matter Inc. $5M Large Event A
Bearings & Keys $5M Large Webinar A
Cairo Trucks $5M Large Event B
DiDonato & Sons $1M Small Webinar A
Essence Corp. $1M Small Facebook Ad
Funazze Inc. $1M Small Facebook Ad
Grokka Palace $1M Small Webinar B
Houston A.I. $1M Small Webinar B
Total $20M
Q2 Closed Deals, Keeping Q1 Campaign MixQ1 Marketing Campaign Mix
Event, 33%
Webinar, 33%
Facebook Ad, 33%
Campaign Mix
(by Number of Campaigns)

12. The Numbers, Using Attribution
12
3
Company Deal
Size
Deal
Type
Campaign
Type
Ace Matter Inc. $5M Large Event A
Bearings & Keys $5M Large Webinar A
Cairo Trucks $5M Large Event B
DiDonato & Sons $1M Small Webinar A
Essence Corp. $1M Small Facebook Ad
Funazze Inc. $1M Small Facebook Ad
Grokka Palace $1M Small Webinar B
Houston A.I. $1M Small Webinar B
Total $20M
Company Deal
Size
Deal
Type
Campaign
Type
Ace Matter Inc. $5M Large Event A
Bearings & Keys $5M Large Webinar A
Cairo Trucks $5M Large Event B
DiDonato & Sons $1M Small Webinar A
Duvatto Clarke $5M Large Event C
Grokka Palace $1M Small Webinar B
Houston A.I. $1M Small Webinar B
Total $23M
Q2 Closed Deals, Keeping Q1 Campaign Mix Q2 Closed Deals Using New Campaign Mix
Without campaign mix changes (informed by attribution insights), this
company would have left 15% revenue growth on the table!

13. Getting to “Yes” on an Attribution Solution
Based on our company’s needs,
I’ve considered the following key
features:
• Native integration to the CRM
• Ability to examine each deal
• Multi-touch and custom
models
13
Alright, I’m convinced.
What’s the best attribution
solution? (and show me
you’ve done your
homework)

14. Key Feature #1: Native to the CRM (Salesforce)
14
Sales Marketing
ServiceFinance
Staying in your sales system of record ensures
data integrity and uniformity

15. Key Feature #2: Drill-Down Into Each Deal
15
Look for the ability to “double-click” into your attribution reports
to provide deal forensics

16. Key Feature #3: Multi-Touch, Tweakable Models
16
1) Out-of-the-box attribution models  hit the ground running
2) Tweakable models  future-proof your attribution models

17. Takeaways for Making Your Case
17
Appeal to the risk-averse and
results-driven desires of your
leaders, particularly using
numbers
Attribution helps bridge key
gaps in driving the optimal
marketing mix and company
growth, so learn to articulate
these benefits
Show that you understand the
nuances of an attribution solution
that address your specific needs
Understand the Objections
and Address with Benefits
Know the Gaps that
Attribution Fills in
Prove You’ve Done Your
Buyer’s Due Diligence

18. Q&A
THANK YOU!