touchpoints: choosing the right attribution model

TouchPointsChoosing The Right Attribution Model

Only 4 in 10 B2B CMOs believe they’re using the right attribution model.

Marketing Attribution: State of Affairs**Actual CMO responses from 2015 State of Pipeline Marketing Report

About 43% use their current attribution system because it’s easy, and a further 18% don’t even know why they are using their current attribution model.

Marketing Attribution: State of Affairs**Actual CMO responses from 2015 State of Pipeline Marketing Report

Marketing Attribution: State of Affairs**Actual CMO responses from 2015 State of Pipeline Marketing Report

24% don’t have an attribution model. 55% are only using a single-touch model.

Why Multi-Touch Attribution?

● Credit where credit is due

● Offline and Online channels included

● All stakeholders considered

● Sales and Marketing alignment

● Account-Based Attribution

● Omni-Channel Attribution: Online + Offline

Account-Based Attribution

U-Shaped Attribution

W-Shaped Attribution

Custom-Model Attribution (Z-Shaped/Full Path)

Multi-Touch Attribution in SFDC

Omni-Channel Attribution

Bizible Attribution by Channel

TouchPoints: Salesforce Attribution Report

Multi-Touch (W-Shaped) Attribution

In Summary

● Many marketers are using the wrong attribution model.

● Understanding of attribution varies from senior management to practitioners.

● Bizible TouchPoints enables account based, omni-channel and multi-touch attribution (W shaped, U shaped, and custom models).

● TouchPoints reduces marketing costs, and enables sustainable growth.

www.bizible.com

@bizible

Thanks! “The best way to predict the future is to create it.”– Peter Drucker