how to develop multichannel attribution models that move the needle by janet driscoll miller

#SMX #31C @JanetDMiller

Janet Driscoll Miller

How To Develop Multichannel

Attribution Models That Move The

Needle


Challenges


• Source/medium (marketing channels)• Content type (guides, checklists, webinars)• Content focus (ex: SEO v. digital advertising)

• ABOVE ALL: Be consistent!

What do you want to track?


Multi-Touch Attribution Models


Single source§ First touch§ Last touch

Factorial§ Linear§ Time Decay

Which model(s) will you choose?


Linear§ Gives equal credit to all channels/campaigns§ Always updating, but can be “locked” down

Time Decay§ Gives most credit to the last channel/campaign§ Always updating, but can be “locked” down

Factorial Source Models


Not sure? Test them out!


Tracking


Website Visit

MQL

SAL

SQL

Closed Won

How do you track it all?


Website Visit

MQL

SAL

SQL

Closed Won


Google Analytics

Marketing Automation

CRM


MQL

SAL

SQL

Website Visit


Google Analytics


CRMClosed Won


Step 1: Analytics§ Set up a nomenclature§ Tag your marketing campaigns



• Passes information from your destination URLs into Google Analytics

• Tagging is automatic in Google AdWords by default

• https://support.google.com/analytics/answer/1033867?hl=en

Google analytics Tagging


Step 1: Analytics§ Set up a nomenclature§ Tag your marketing campaigns§ Set up goals and/or ecommerce tracking– Note: Limit of 20 goals per reporting view

§ Website– Ensure you have Google Analytics code on all pages of the website• Consider using Google Tag Manager



SQL

Closed Won

MQL

SAL

Website Visit


Google Analytics


CRM


Step 2: Marketing Automation§ Make sure your CRM and marketing automation program are integrated.§ Set up programs to update information and track clicks.§ Set marketing automation to update fields accordingly.– Example: running lead source field



SQL

Closed Won

MQL

SAL

Website Visit


Google Analytics


CRM


Step 3: CRM (ex: Salesforce.com)§ Set up CRM to track appropriate

attribution model§ For factorial attribution, create a custom field.



Step 3: CRM (ex: Salesforce.com)§ Set up CRM to track appropriate

attribution model§ For factorial attribution, create a custom field.

§ Create campaigns to track in CRM– Tracks sales/value back to actual marketing campaigns



CampaignName ConvertedLeads

NumTotalOpportunities

NumWonOpportunities

TotalValueOpportunities

TotalValueWonOpportunities

2017DigMktgChecklist-Facebook 1 2 1 $8,000.00 $5,000.002016ROI-2Webinar 1 4 1 $23,500.00 $10,000.002016ROIWebinar 2 6 2 $34,000.00 $14,000.00RequestaQuote 1 1 0 $5,000.00 $-


Contact Info

JANET DRISCOLL MILLER

President and CEOMarketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller