SlideShare a Scribd company logo
1 of 43
ProveYour Marketing Impact:
The Fundamentals of Attribution
Tarah Speck
Team Lead, StrategicValueAdvisor
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Tarah Speck
Team Lead, Strategic Value Advisor
speck@adobe.com
Linkedin.com/in/tarahspeck
My Professional Background
11+ years marketing, 6+ martech industry
Sales & marketing strategy, sales enablement,
product marketing, content marketing, segment
marketing, digital marketing, demand generation.
Some Personal Background
Began career in international agricultural policy in
Washington DC
I’m a glutton for chaos…live in a zoo of one dog,
two cats, a husband, 2 year old, and 10 month
old!
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Webinar Overview
1. TheWhy of Attribution
2. Fundamentals of Attribution
1. KnowYour Business Goals (not marketing goals)
2. DefineYour Marketing KPIs
3. Identify Stakeholders
3. SelectYour Framework
GroundRules:
Why Attribution?
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Challenges to AttributionToday
*Does not include Marketo attendees*
53.1%
Perceived as cost
centers
15%
Effective at
performance
measurement
50%
Aligned to
business
objectives
¹ Source: 2018 State of Pipeline Marketing Report
©2020 Adobe. All Rights Reserved. Adobe Confidential.
What Most Attribution Looks LikeToday
MQL Deal /
Revenue
Anonymous
FirstTouch
Lead
Creation
Opportunity
Creation
Demo
USUALLY 1 OFTHESE 3TOUCHES,AND
OR
CHANNEL CONTENT
©2020 Adobe. All Rights Reserved. Adobe Confidential.
The Potential of Better Attribution
*Does not include Marketo attendees*
Marketing orgs that map
spend to revenue are
212%
more likely to have YOY
revenue growth greater
than 20%¹
Marketing orgs that are
perceived as revenue centers
are
159%
more likely to be aligned
with sales¹
Marketing orgs with
sophisticated attribution are
59%
more likely to have a
reputation as a revenue
center, not a cost center¹
¹ Source: 2018 State of Pipeline Marketing Report
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
A screen full of analytics data looks like a secret code, and in a way it is.That data has a lot of
information in it, and it’s impossible to make sense of it without the key.
Put another way, data can give answers, but only if you
the right questions.”
- Marli Mesibov, Content Marketing Institute
The Fundamentals of Attribution
Step 1: KnowYour Business Goals
©2020 Adobe. All Rights Reserved. Adobe Confidential.
KnowYour Business Goals
10
Business goals can be summed up in two parts:
Increase Revenue (Making More $$) Cost Savings (Spending Less $$)
• New logo acquisition (new business)
• Increase ASP (higher $ per deal)
• Improve customer retention and/or loyalty
• Eliminate resource duplication (tech, jobs)
• Increased ROI from tech investments
• Decreased time to market (process efficiency)
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Business goals can be summed up in two parts:
KnowYour Business Goals
11
Increase Revenue (Making More $$) Cost Savings (Spending Less $$)
• New logo acquisition (new business)
• Increase ASP (higher $ per deal)
• Improve customer retention and/or loyalty
• Eliminate resource duplication (tech, jobs)
• Increased ROI from tech investments
• Decreased time to market (process efficiency)
Not Business Goals
(these are team/department goals)
• Increase pipeline
• Improved win rates
• Faster sales cycle
• Better lead quality
• Increase web visitors
• Improved event attendance
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Modern Marketers MustThink Like the C-Suite
WhenYou Report on IncreasedWebTraffic
CMO…
“This is a vanity metric – prove to me that this website investment is worth the spend”
CFO Thinks…
“What does this have to do with how much revenue marketing brings to the company?”
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Modern Marketers MUSTThink Like the C-Suite
Instead of Reporting WebTraffic, Report on…
CMO…
% conversion of web traffic to sales qualified leads
CFO…
New business revenue from website
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Full Circle: KnowYour Business Goals
14
Business goals can be summed up in two parts:
Increase Revenue (Making More $$) Cost Savings (Spending Less $$)
• New logo acquisition (new business)
• Increase ASP (higher $ per deal)
• Improve customer retention and/or loyalty
• Eliminate resource duplication (tech, jobs)
• Increased ROI from tech investments
• Decreased time to market (process efficiency)
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Business goals can be summed up in two parts:
Full Circle: KnowYour Business Goals
15
Increase Revenue (Making More $$) Cost Savings (Spending Less $$)
• New logo acquisition (new business)
• Increase ASP (higher $ per deal)
• Improve customer retention and/or loyalty
• Eliminate resource duplication (tech, jobs)
• Increased ROI from tech investments
• Decreased time to market (process efficiency)
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Business goals can be summed up in two parts:
Full Circle: KnowYour Business Goals
16
Increase Revenue (Making More $$) Cost Savings (Spending Less $$)
• New logo acquisition (new business)
• Increase ASP (higher $ per deal)
• Improve customer retention and/or loyalty
• Eliminate resource duplication (tech, jobs)
• Increased ROI from tech investments
• Decreased time to market (process efficiency)
Acme Co.
Now we know our business goal, now let’s map our marketing KPIs to it!
The Fundamentals of Attribution
Step 2: DefineYour Marketing KPIs
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketing data: siloed in channels
Optimize
Optimize Optimize
WEB PAID
MEDIA
EVENTS EMAIL SALES
DEV
Badge scans / registrations Open rate, click rate
CPM, CPC, CPL
Pageviews, bounce rate Calls, emails sent
Optimize
Optimize
MEASURE PLAN
REVENUE
Every channel has different success metrics
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketing data: siloed in channels
MEASURE PLAN
REVENUE
Align channels to revenue
Optimize
Optimize Optimize
WEB PAID
MEDIA
EVENTS EMAIL SALES
DEV
Optimize
Optimize
©2020 Adobe. All Rights Reserved. Adobe Confidential.
UnderstandYour Marketing Org
Events
Digital
Team
Demand
Gen
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Understand Key Metrics PerTeam
Web traffic
Cost per click
Impressions
Digital
Team
Cost per lead
Time for
conversion
Attendee
follow up
Demand
Gen
Events
# qualified
leads
Attendance
Rates
Registrations
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Web traffic
Cost per click
Impressions
Digital
Team
Stitch Cross Functional Metrics to Follow a Lead
Cost per lead
Time for
conversion
Attendee
follow up
Demand
Gen
Events
# qualified
leads
Attendance
Rates
Registrations
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
This tells a
great story for
the marketing
team – but
what about
the C-Suite
and other
stakeholders?
Web traffic
Cost per click
Impressions
Digital
Team
Stitch Cross Functional Metrics to Follow a Lead
Cost per lead
Time for
conversion
Attendee
follow up
Demand
Gen
Events
# qualified
leads
Attendance
Rates
Registrations
Acme Co.
The Fundamentals of Attribution
Step 3: KnowYour Stakeholders
(and their KPIs)
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales
Your Stakeholders –Their KPIs
IT C-Suite
Customer
Success
Finance
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales
Your Stakeholders –Their KPIs
IT
Pipeline
Revenue
Growth
ClosedWon
Revenue
Win Rate
Budget
adherence
ROI
Profit & Loss
Product Use
Product ROI
Productivity
Gains
Operational
Efficiency
Customer
Retention
Customer
Satisfaction
Upsell/X-Sell
Shareholder
Value
New Customers
Customer
LifetimeValue
C-Suite
Customer
Success
Finance
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales
Your Stakeholders –Their KPIs
IT
Pipeline
Revenue
Growth
ClosedWon
Revenue
Win Rate
Budget
adherence
ROI
Profit & Loss
Product Use
Product ROI
Productivity
Gains
Operational
Efficiency
Customer
Retention
Customer
Satisfaction
Upsell/X-Sell
Shareholder
Value
New Customers
Customer
LifetimeValue
C-Suite
Customer
Success
Finance
Acme Co.
HOW DO YOU ALIGN MARKETING ACTIVITY TO STAKEHOLDER KPIS?
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales
Your Stakeholders –Their KPIs
IT
Pipeline
Revenue
Growth
ClosedWon
Revenue
Win Rate
Budget
adherence
ROI
Profit & Loss
Product Use
Product ROI
Productivity
Gains
Operational
Efficiency
Customer
Retention
Customer
Satisfaction
Upsell/X-Sell
Shareholder
Value
New Customers
Customer
LifetimeValue
C-Suite
Customer
Success
Finance
Acme Co.
HOW DO YOU ALIGN MARKETING ACTIVITY TO STAKEHOLDER KPIS?
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales
Pipeline
ClosedWon
Revenue
Win Rate
Web traffic
Cost per click
Impressions
Digital
Team
MapYour KPIs to a Broader, Integrated Strategy
Cost per lead
Time for
conversion
Attendee
follow up
Demand
Gen
Events
# qualified
leads
Attendance
Rates
Registrations
Acme marketing sourced $X in new revenue for sales from it’s digital XYZ
event
Acme Co.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
ROI
Profit & Loss
Budget
Adherence
Finance
Web traffic
Cost per click
Impressions
Digital
Team
MapYour KPIs to a Broader, Integrated Strategy
Cost per lead
Time for
conversion
Attendee
follow up
Demand
Gen
Events
# qualified
leads
Attendance
Rates
Registrations
The digital XYZ event saw a 60% ROI (costing $X and generating $X in new revenue for
Acme)
Acme Co.
Section 3
Define Buyer’s Journey & Select
Your Framework
©2020 Adobe. All Rights Reserved. Adobe Confidential.
DefineYour Buyer’s Journey
Make Sense of the Noise
©2020 Adobe. All Rights Reserved. Adobe Confidential.
DefineYour Buyer’s Journey
Make Sense of the Noise
©2020 Adobe. All Rights Reserved. Adobe Confidential.
DefineYour Buyer’s Journey
Marketing activity isn’t one size fits all – deserves credit across the funnel
• Not just weighted as first touch, but has merit along the funnel
• Not all channels are just for top funnel
Attribution Models
©2020 Adobe. All Rights Reserved. Adobe Confidential.
100% first anonymous touch
MQL Deal /
Revenue
Anonymous
FirstTouch
Lead
Creation
Opportunity
Creation
Demo
100%
©2020 Adobe. All Rights Reserved. Adobe Confidential.
100% lead creation
Anonymous
FirstTouch
Lead
Creation
Opportunity
Creation
Demo
100%
MQL Deal /
Revenue
©2020 Adobe. All Rights Reserved. Adobe Confidential.
U-shaped model
Lead
Creation
Opportunity
Creation
Demo
40%
40% 20%
Anonymous
FirstTouch
MQL Deal /
Revenue
©2020 Adobe. All Rights Reserved. Adobe Confidential.
W-shaped model
Lead
Creation
Opportunity
Creation
Demo
30%
30%
Anonymous
FirstTouch
30%
Total 10%
MQL Deal /
Revenue
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Full path model
Lead
Creation
Opportunity
Creation
Demo
Anonymous
FirstTouch
22.5%
22.5% 22.5% 22.5%
Total 10%
MQL Deal /
Revenue
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
NowWhat?
Develop your buyer’s journey with stakeholders
• Use agreed upon KPIs to inform your internal marketing reporting
strategy
• E.g. digital team still cares about web traffic, but needs to partner with
demand gen to determine % conversion of web traffic to leads
Keep a regular cadence with your cross-functional stakeholders
• Promote accountability and buy-in
• Discover opportunities for improved cross-functional
programming/offers
Questions?
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

More Related Content

What's hot

The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Partner Marketing - A Macro Case Study
Partner Marketing - A Macro Case Study Partner Marketing - A Macro Case Study
Partner Marketing - A Macro Case Study Macromator Inc.
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Plan engage-measure-webinar-slides
Plan engage-measure-webinar-slidesPlan engage-measure-webinar-slides
Plan engage-measure-webinar-slidesMarketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
10 Things to Know About Marketo + B2B Marketing
10 Things to Know About Marketo + B2B Marketing10 Things to Know About Marketo + B2B Marketing
10 Things to Know About Marketo + B2B MarketingMarketo
 
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Allocadia Software
 
Playbook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark DonniganPlaybook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark DonniganGoToMarketLauncher
 
Create Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingCreate Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingMarketo
 
Orchestrating Omnichannel ABM with B2B Data and Intelligence
Orchestrating Omnichannel ABM with B2B Data and IntelligenceOrchestrating Omnichannel ABM with B2B Data and Intelligence
Orchestrating Omnichannel ABM with B2B Data and IntelligenceDemandbase
 
Black Jays E-commerce Enablement Tools
Black Jays E-commerce Enablement ToolsBlack Jays E-commerce Enablement Tools
Black Jays E-commerce Enablement ToolsAmit Sharma
 
Sales and Marketing Alignment: Bridging the Great Divide through ABM
Sales and Marketing Alignment: Bridging the Great Divide through ABMSales and Marketing Alignment: Bridging the Great Divide through ABM
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For AgenciesRightLeads Marketing
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
Lead Scoring Model PowerPoint Presentation Slides
Lead Scoring Model PowerPoint Presentation SlidesLead Scoring Model PowerPoint Presentation Slides
Lead Scoring Model PowerPoint Presentation SlidesSlideTeam
 
Driving Results through Advertising for an ABM Strategy
Driving Results through Advertising for an ABM StrategyDriving Results through Advertising for an ABM Strategy
Driving Results through Advertising for an ABM StrategyDemandbase
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AIMarketo
 
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineA Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
 

What's hot (20)

The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Partner Marketing - A Macro Case Study
Partner Marketing - A Macro Case Study Partner Marketing - A Macro Case Study
Partner Marketing - A Macro Case Study
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Plan engage-measure-webinar-slides
Plan engage-measure-webinar-slidesPlan engage-measure-webinar-slides
Plan engage-measure-webinar-slides
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
10 Things to Know About Marketo + B2B Marketing
10 Things to Know About Marketo + B2B Marketing10 Things to Know About Marketo + B2B Marketing
10 Things to Know About Marketo + B2B Marketing
 
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...
 
Playbook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark DonniganPlaybook for Startup Demand Generation by Mark Donnigan
Playbook for Startup Demand Generation by Mark Donnigan
 
Create Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingCreate Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational Marketing
 
Orchestrating Omnichannel ABM with B2B Data and Intelligence
Orchestrating Omnichannel ABM with B2B Data and IntelligenceOrchestrating Omnichannel ABM with B2B Data and Intelligence
Orchestrating Omnichannel ABM with B2B Data and Intelligence
 
Black Jays E-commerce Enablement Tools
Black Jays E-commerce Enablement ToolsBlack Jays E-commerce Enablement Tools
Black Jays E-commerce Enablement Tools
 
Sales and Marketing Alignment: Bridging the Great Divide through ABM
Sales and Marketing Alignment: Bridging the Great Divide through ABMSales and Marketing Alignment: Bridging the Great Divide through ABM
Sales and Marketing Alignment: Bridging the Great Divide through ABM
 
CMO Dashboard
CMO Dashboard CMO Dashboard
CMO Dashboard
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For Agencies
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Lead Scoring Model PowerPoint Presentation Slides
Lead Scoring Model PowerPoint Presentation SlidesLead Scoring Model PowerPoint Presentation Slides
Lead Scoring Model PowerPoint Presentation Slides
 
Driving Results through Advertising for an ABM Strategy
Driving Results through Advertising for an ABM StrategyDriving Results through Advertising for an ABM Strategy
Driving Results through Advertising for an ABM Strategy
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI
 
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineA Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
 

Similar to Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
Metrics that Matter in the Boardroom
Metrics that Matter in the BoardroomMetrics that Matter in the Boardroom
Metrics that Matter in the BoardroomCprime
 
B2B Segmentation Strategies
B2B Segmentation StrategiesB2B Segmentation Strategies
B2B Segmentation StrategiesDemandbase
 
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...Product School
 
5 Ways to Enhance the Customer Experience with Gainsight PX
5 Ways to Enhance the Customer Experience with Gainsight PX5 Ways to Enhance the Customer Experience with Gainsight PX
5 Ways to Enhance the Customer Experience with Gainsight PXProduct School
 
The New Rules for B2B Website Performance & Personalization
The New Rules for B2B Website Performance & Personalization The New Rules for B2B Website Performance & Personalization
The New Rules for B2B Website Performance & Personalization Demandbase
 
New Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceNew Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceOptimizely
 
Next Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedNext Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedRegalix
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer
 
Adobe: Real-time Marketing Optimization
Adobe: Real-time Marketing OptimizationAdobe: Real-time Marketing Optimization
Adobe: Real-time Marketing OptimizationDay Software
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Education Sector (MBA School) Report
Education Sector (MBA School) ReportEducation Sector (MBA School) Report
Education Sector (MBA School) Reportthedigitalfellow
 
Hair Oil Industry Insights 2022 | TheDigitalFellow
Hair Oil Industry Insights 2022 | TheDigitalFellowHair Oil Industry Insights 2022 | TheDigitalFellow
Hair Oil Industry Insights 2022 | TheDigitalFellowthedigitalfellow
 
Indirect Plan
Indirect PlanIndirect Plan
Indirect Planrfucci
 
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022thedigitalfellow
 
IBM_Business_Partner_Guide.ppt
IBM_Business_Partner_Guide.pptIBM_Business_Partner_Guide.ppt
IBM_Business_Partner_Guide.pptSyed Maaz Siddique
 
Financial Broker Industry Insights 2022 | TheDigitalFellow
Financial Broker Industry Insights 2022 | TheDigitalFellowFinancial Broker Industry Insights 2022 | TheDigitalFellow
Financial Broker Industry Insights 2022 | TheDigitalFellowthedigitalfellow
 
Digital Maturity Report on Real Estate Industry | TheDigitalFellow
Digital Maturity Report on Real Estate Industry | TheDigitalFellowDigital Maturity Report on Real Estate Industry | TheDigitalFellow
Digital Maturity Report on Real Estate Industry | TheDigitalFellowthedigitalfellow
 

Similar to Prove Your Marketing Impact: The Fundamentals of Marketing Attribution (20)

Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
Metrics that Matter in the Boardroom
Metrics that Matter in the BoardroomMetrics that Matter in the Boardroom
Metrics that Matter in the Boardroom
 
B2B Segmentation Strategies
B2B Segmentation StrategiesB2B Segmentation Strategies
B2B Segmentation Strategies
 
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...
Aligning Product & Customer Success Teams to Fuel Growth by Gainsight Product...
 
5 Ways to Enhance the Customer Experience with Gainsight PX
5 Ways to Enhance the Customer Experience with Gainsight PX5 Ways to Enhance the Customer Experience with Gainsight PX
5 Ways to Enhance the Customer Experience with Gainsight PX
 
The New Rules for B2B Website Performance & Personalization
The New Rules for B2B Website Performance & Personalization The New Rules for B2B Website Performance & Personalization
The New Rules for B2B Website Performance & Personalization
 
New Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceNew Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & Performance
 
Next Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedNext Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics Demystified
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
 
Advanced Media Measurement: Evolving your Measurement Framework for Success -...
Advanced Media Measurement: Evolving your Measurement Framework for Success -...Advanced Media Measurement: Evolving your Measurement Framework for Success -...
Advanced Media Measurement: Evolving your Measurement Framework for Success -...
 
Adobe: Real-time Marketing Optimization
Adobe: Real-time Marketing OptimizationAdobe: Real-time Marketing Optimization
Adobe: Real-time Marketing Optimization
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Education Sector (MBA School) Report
Education Sector (MBA School) ReportEducation Sector (MBA School) Report
Education Sector (MBA School) Report
 
Hair Oil Industry Insights 2022 | TheDigitalFellow
Hair Oil Industry Insights 2022 | TheDigitalFellowHair Oil Industry Insights 2022 | TheDigitalFellow
Hair Oil Industry Insights 2022 | TheDigitalFellow
 
Indirect Plan
Indirect PlanIndirect Plan
Indirect Plan
 
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022
Digital Maturity Report on Apparel and Textile Industry | TheDigitalFellow |2022
 
IBM_Business_Partner_Guide.ppt
IBM_Business_Partner_Guide.pptIBM_Business_Partner_Guide.ppt
IBM_Business_Partner_Guide.ppt
 
Financial Broker Industry Insights 2022 | TheDigitalFellow
Financial Broker Industry Insights 2022 | TheDigitalFellowFinancial Broker Industry Insights 2022 | TheDigitalFellow
Financial Broker Industry Insights 2022 | TheDigitalFellow
 
Digital Maturity Report on Real Estate Industry | TheDigitalFellow
Digital Maturity Report on Real Estate Industry | TheDigitalFellowDigital Maturity Report on Real Estate Industry | TheDigitalFellow
Digital Maturity Report on Real Estate Industry | TheDigitalFellow
 

More from Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at AdobeMarketo
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notMarketo
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is CreativeMarketo
 
Ask Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationAsk Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationMarketo
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaMarketo
 
Ask Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementAsk Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementMarketo
 
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Marketo
 
Four Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyFour Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyMarketo
 

More from Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next Level
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at Adobe
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or not
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
 
Ask Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing CollaborationAsk Marketo Anything about Active Sales and Marketing Collaboration
Ask Marketo Anything about Active Sales and Marketing Collaboration
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funciona
 
Ask Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementAsk Marketo Anything about Lead Management
Ask Marketo Anything about Lead Management
 
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?
 
Four Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyFour Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing Strategy
 

Recently uploaded

How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyEnvi Guru
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfArunPagare2
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsClearVoice
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsMunene Kelvin
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingVikasYadav194549
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfJuan Pineda
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.SejuTakayama
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationnoufiraahmd
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingJessieGoodrum1
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityTony Robert
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Prof. Marcus Renato de Carvalho
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptxsnlnkd92
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfnehapardhi711
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxayush20231
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 

Recently uploaded (20)

How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdf
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 

Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

  • 1. ProveYour Marketing Impact: The Fundamentals of Attribution Tarah Speck Team Lead, StrategicValueAdvisor
  • 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Speaker Tarah Speck Team Lead, Strategic Value Advisor speck@adobe.com Linkedin.com/in/tarahspeck My Professional Background 11+ years marketing, 6+ martech industry Sales & marketing strategy, sales enablement, product marketing, content marketing, segment marketing, digital marketing, demand generation. Some Personal Background Began career in international agricultural policy in Washington DC I’m a glutton for chaos…live in a zoo of one dog, two cats, a husband, 2 year old, and 10 month old!
  • 3. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Webinar Overview 1. TheWhy of Attribution 2. Fundamentals of Attribution 1. KnowYour Business Goals (not marketing goals) 2. DefineYour Marketing KPIs 3. Identify Stakeholders 3. SelectYour Framework GroundRules:
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Challenges to AttributionToday *Does not include Marketo attendees* 53.1% Perceived as cost centers 15% Effective at performance measurement 50% Aligned to business objectives ¹ Source: 2018 State of Pipeline Marketing Report
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. What Most Attribution Looks LikeToday MQL Deal / Revenue Anonymous FirstTouch Lead Creation Opportunity Creation Demo USUALLY 1 OFTHESE 3TOUCHES,AND OR CHANNEL CONTENT
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. The Potential of Better Attribution *Does not include Marketo attendees* Marketing orgs that map spend to revenue are 212% more likely to have YOY revenue growth greater than 20%¹ Marketing orgs that are perceived as revenue centers are 159% more likely to be aligned with sales¹ Marketing orgs with sophisticated attribution are 59% more likely to have a reputation as a revenue center, not a cost center¹ ¹ Source: 2018 State of Pipeline Marketing Report
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. A screen full of analytics data looks like a secret code, and in a way it is.That data has a lot of information in it, and it’s impossible to make sense of it without the key. Put another way, data can give answers, but only if you the right questions.” - Marli Mesibov, Content Marketing Institute
  • 9. The Fundamentals of Attribution Step 1: KnowYour Business Goals
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential. KnowYour Business Goals 10 Business goals can be summed up in two parts: Increase Revenue (Making More $$) Cost Savings (Spending Less $$) • New logo acquisition (new business) • Increase ASP (higher $ per deal) • Improve customer retention and/or loyalty • Eliminate resource duplication (tech, jobs) • Increased ROI from tech investments • Decreased time to market (process efficiency)
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Business goals can be summed up in two parts: KnowYour Business Goals 11 Increase Revenue (Making More $$) Cost Savings (Spending Less $$) • New logo acquisition (new business) • Increase ASP (higher $ per deal) • Improve customer retention and/or loyalty • Eliminate resource duplication (tech, jobs) • Increased ROI from tech investments • Decreased time to market (process efficiency) Not Business Goals (these are team/department goals) • Increase pipeline • Improved win rates • Faster sales cycle • Better lead quality • Increase web visitors • Improved event attendance
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Modern Marketers MustThink Like the C-Suite WhenYou Report on IncreasedWebTraffic CMO… “This is a vanity metric – prove to me that this website investment is worth the spend” CFO Thinks… “What does this have to do with how much revenue marketing brings to the company?”
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Modern Marketers MUSTThink Like the C-Suite Instead of Reporting WebTraffic, Report on… CMO… % conversion of web traffic to sales qualified leads CFO… New business revenue from website
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Full Circle: KnowYour Business Goals 14 Business goals can be summed up in two parts: Increase Revenue (Making More $$) Cost Savings (Spending Less $$) • New logo acquisition (new business) • Increase ASP (higher $ per deal) • Improve customer retention and/or loyalty • Eliminate resource duplication (tech, jobs) • Increased ROI from tech investments • Decreased time to market (process efficiency) Acme Co.
  • 15. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Business goals can be summed up in two parts: Full Circle: KnowYour Business Goals 15 Increase Revenue (Making More $$) Cost Savings (Spending Less $$) • New logo acquisition (new business) • Increase ASP (higher $ per deal) • Improve customer retention and/or loyalty • Eliminate resource duplication (tech, jobs) • Increased ROI from tech investments • Decreased time to market (process efficiency) Acme Co.
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Business goals can be summed up in two parts: Full Circle: KnowYour Business Goals 16 Increase Revenue (Making More $$) Cost Savings (Spending Less $$) • New logo acquisition (new business) • Increase ASP (higher $ per deal) • Improve customer retention and/or loyalty • Eliminate resource duplication (tech, jobs) • Increased ROI from tech investments • Decreased time to market (process efficiency) Acme Co. Now we know our business goal, now let’s map our marketing KPIs to it!
  • 17. The Fundamentals of Attribution Step 2: DefineYour Marketing KPIs
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Marketing data: siloed in channels Optimize Optimize Optimize WEB PAID MEDIA EVENTS EMAIL SALES DEV Badge scans / registrations Open rate, click rate CPM, CPC, CPL Pageviews, bounce rate Calls, emails sent Optimize Optimize MEASURE PLAN REVENUE Every channel has different success metrics
  • 19. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Marketing data: siloed in channels MEASURE PLAN REVENUE Align channels to revenue Optimize Optimize Optimize WEB PAID MEDIA EVENTS EMAIL SALES DEV Optimize Optimize
  • 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential. UnderstandYour Marketing Org Events Digital Team Demand Gen Acme Co.
  • 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Understand Key Metrics PerTeam Web traffic Cost per click Impressions Digital Team Cost per lead Time for conversion Attendee follow up Demand Gen Events # qualified leads Attendance Rates Registrations Acme Co.
  • 22. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Web traffic Cost per click Impressions Digital Team Stitch Cross Functional Metrics to Follow a Lead Cost per lead Time for conversion Attendee follow up Demand Gen Events # qualified leads Attendance Rates Registrations Acme Co.
  • 23. ©2020 Adobe. All Rights Reserved. Adobe Confidential. This tells a great story for the marketing team – but what about the C-Suite and other stakeholders? Web traffic Cost per click Impressions Digital Team Stitch Cross Functional Metrics to Follow a Lead Cost per lead Time for conversion Attendee follow up Demand Gen Events # qualified leads Attendance Rates Registrations Acme Co.
  • 24. The Fundamentals of Attribution Step 3: KnowYour Stakeholders (and their KPIs)
  • 25. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Your Stakeholders –Their KPIs IT C-Suite Customer Success Finance Acme Co.
  • 26. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Your Stakeholders –Their KPIs IT Pipeline Revenue Growth ClosedWon Revenue Win Rate Budget adherence ROI Profit & Loss Product Use Product ROI Productivity Gains Operational Efficiency Customer Retention Customer Satisfaction Upsell/X-Sell Shareholder Value New Customers Customer LifetimeValue C-Suite Customer Success Finance Acme Co.
  • 27. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Your Stakeholders –Their KPIs IT Pipeline Revenue Growth ClosedWon Revenue Win Rate Budget adherence ROI Profit & Loss Product Use Product ROI Productivity Gains Operational Efficiency Customer Retention Customer Satisfaction Upsell/X-Sell Shareholder Value New Customers Customer LifetimeValue C-Suite Customer Success Finance Acme Co. HOW DO YOU ALIGN MARKETING ACTIVITY TO STAKEHOLDER KPIS?
  • 28. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Your Stakeholders –Their KPIs IT Pipeline Revenue Growth ClosedWon Revenue Win Rate Budget adherence ROI Profit & Loss Product Use Product ROI Productivity Gains Operational Efficiency Customer Retention Customer Satisfaction Upsell/X-Sell Shareholder Value New Customers Customer LifetimeValue C-Suite Customer Success Finance Acme Co. HOW DO YOU ALIGN MARKETING ACTIVITY TO STAKEHOLDER KPIS?
  • 29. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Pipeline ClosedWon Revenue Win Rate Web traffic Cost per click Impressions Digital Team MapYour KPIs to a Broader, Integrated Strategy Cost per lead Time for conversion Attendee follow up Demand Gen Events # qualified leads Attendance Rates Registrations Acme marketing sourced $X in new revenue for sales from it’s digital XYZ event Acme Co.
  • 30. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ROI Profit & Loss Budget Adherence Finance Web traffic Cost per click Impressions Digital Team MapYour KPIs to a Broader, Integrated Strategy Cost per lead Time for conversion Attendee follow up Demand Gen Events # qualified leads Attendance Rates Registrations The digital XYZ event saw a 60% ROI (costing $X and generating $X in new revenue for Acme) Acme Co.
  • 31. Section 3 Define Buyer’s Journey & Select Your Framework
  • 32. ©2020 Adobe. All Rights Reserved. Adobe Confidential. DefineYour Buyer’s Journey Make Sense of the Noise
  • 33. ©2020 Adobe. All Rights Reserved. Adobe Confidential. DefineYour Buyer’s Journey Make Sense of the Noise
  • 34. ©2020 Adobe. All Rights Reserved. Adobe Confidential. DefineYour Buyer’s Journey Marketing activity isn’t one size fits all – deserves credit across the funnel • Not just weighted as first touch, but has merit along the funnel • Not all channels are just for top funnel
  • 36. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 100% first anonymous touch MQL Deal / Revenue Anonymous FirstTouch Lead Creation Opportunity Creation Demo 100%
  • 37. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 100% lead creation Anonymous FirstTouch Lead Creation Opportunity Creation Demo 100% MQL Deal / Revenue
  • 38. ©2020 Adobe. All Rights Reserved. Adobe Confidential. U-shaped model Lead Creation Opportunity Creation Demo 40% 40% 20% Anonymous FirstTouch MQL Deal / Revenue
  • 39. ©2020 Adobe. All Rights Reserved. Adobe Confidential. W-shaped model Lead Creation Opportunity Creation Demo 30% 30% Anonymous FirstTouch 30% Total 10% MQL Deal / Revenue
  • 40. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Full path model Lead Creation Opportunity Creation Demo Anonymous FirstTouch 22.5% 22.5% 22.5% 22.5% Total 10% MQL Deal / Revenue
  • 41. ©2020 Adobe. All Rights Reserved. Adobe Confidential. ©2020 Adobe. All Rights Reserved. Adobe Confidential. NowWhat? Develop your buyer’s journey with stakeholders • Use agreed upon KPIs to inform your internal marketing reporting strategy • E.g. digital team still cares about web traffic, but needs to partner with demand gen to determine % conversion of web traffic to leads Keep a regular cadence with your cross-functional stakeholders • Promote accountability and buy-in • Discover opportunities for improved cross-functional programming/offers

Editor's Notes

  1. Know and audit your data and your data gaps Know your stakeholders, get alignment, build a committee Choose your solution based on needs, marketing readiness, budget Build a revenue-driven culture
  2. Every marketer faces the challenge of proving marketing’s direct impact on the bottom line. It’s no longer enough to show email metrics or the number of leads generated. Businesses want to know what marketing is contributing to revenue and how to make the most of each dollar spent.Join Tarah Speck, Strategic Value Advisor at Adobe, for her webinar, Prove Your Marketing Impact: The Fundamentals of Marketing Attribution, on Wednesday, March 24th at 10am PT | 1pm ET.You’ll learn: Why marketing attribution is essential Different ways to measure marketing impact How improved attribution will increase your cost efficiency
  3. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  4. What is attribution and why is it important? Marketing orgs that map spend to revenue are 212% more likely to have YOY revenue growth greater than 20%¹ Marketing orgs that are perceived as revenue centers are 159% more likely to be aligned with sales¹ 334% Marketing orgs that plan based on revenue are 334% more likely to use sophisticated aribution¹ Marketing orgs with sophisticated aribution are 59% more likely to have a reputation as a revenue center, not a cost center¹ ¹ Source: 2018 State of Pipeline Marketing Report
  5. What is attribution and why is it important? Marketing orgs that map spend to revenue are 212% more likely to have YOY revenue growth greater than 20%¹ Marketing orgs that are perceived as revenue centers are 159% more likely to be aligned with sales¹ 334% Marketing orgs that plan based on revenue are 334% more likely to use sophisticated aribution¹ Marketing orgs with sophisticated aribution are 59% more likely to have a reputation as a revenue center, not a cost center¹ ¹ Source: 2018 State of Pipeline Marketing Report
  6. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  7. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  8. If your marketing and sales reporting strategy isn’t aligning to business goals, you only stay relevant to the stakeholders in your own department.
  9. Whatever attribution model you choose, you still have to come to an agreement internally about what will be reported on to marketing leadership vs. C level leadership. Their interests are different.
  10. Whatever attribution model you choose, you still have to come to an agreement internally about what will be reported on to marketing leadership vs. C level leadership. Their interests are different.
  11. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  12. Add a sticky about running a digital event
  13. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  14. It’s not just about your KPIs – you have to reach across the table to other parts of the org in order to get a truly integrated reporting and attribution strategy that resonates with the C Suite and validates your marketing impact. How do you work together to align, create mutual accountability, and tell a cohesive story of success to the C Suite?
  15. It’s not just about your KPIs – you have to reach across the table to other parts of the org in order to get a truly integrated reporting and attribution strategy that resonates with the C Suite and validates your marketing impact. How do you work together to align, create mutual accountability, and tell a cohesive story of success to the C Suite?
  16. It’s not just about your KPIs – you have to reach across the table to other parts of the org in order to get a truly integrated reporting and attribution strategy that resonates with the C Suite and validates your marketing impact. How do you work together to align, create mutual accountability, and tell a cohesive story of success to the C Suite?
  17. It’s not just about your KPIs – you have to reach across the table to other parts of the org in order to get a truly integrated reporting and attribution strategy that resonates with the C Suite and validates your marketing impact. How do you work together to align, create mutual accountability, and tell a cohesive story of success to the C Suite?
  18. Section 1: what data does your CMO/C Suite really need - Section 2: what data do you currently have
  19. All these channels and content owned by different marketing functions – Map out the buyers journey to begin making sense of the noise
  20. All these channels and content owned by different marketing functions – Map out the buyers journey to begin making sense of the noise
  21. Operating costs is the cost you would incur to run the software
  22. Top three competitors based on maturity framework, budget, etc