b2b attribution 101
TRANSCRIPT
Breaking The Traditional Marketing Attribution ModelAn introduction to managing attribution data for B2B marketers
Host: Andrew NguyenContent Marketing
Presenter: Dave RigottiHead of Marketing
What is Marketing Attribution?
Measurement, reporting, and optimization of
marketing
Popular Attribution Models
Why Care?I’m not lost,I’m exploring.
Challenges With Attribution
It’s Easy To Miss The Destination
Channel Bias Is Hard To Avoid
SocialContent marketingOrganic searchPaid searchRetargetingEmail
Succeeding With Attribution
Think Vertically
PipelineMarketing
Define Key Touchpoints / Transitions
Visit(Anonymous)
OpportunityCreated
LeadCreated
SocialOrganic
SearchRetargeting
EmailEvents
Channel
Action
First Touch Last Touch
Introducing W-Shaped Attribution
Visit Opp.Lead
30%
30%
30%
Account-Based Measurement
Visit Opp.Lead
Researcher Users Decision Maker
One Account / Company
Marketing Attribution Solutions
The Technology
Attribution in Salesforce.com
Revenue Reporting
Any Questions?