marketing attribution—oh you fancy, huh?

S TR ATE G Y | TAC TI C S | C O N TE N T & C R E ATI V E | D E V E L O P ME N T | TR AI N I N G

Marketing AttributionOh you fancy, huh?

7+

MEET JAMIET H E O P T I M I S T

Years in digital marketing

Marketo Certified Solutions Architect

4 cuddly mutts, 1 is my husband

Midwesterner at heart

CUSTOMER SUCCESS DIRECTOR

01. What is it?

02.

03.

04. Q&A

Attribution in Marketo

Cautionary Items

What is it?

Marketing Attribution

Marketing Attribution is Like Going to the Gym

But really…the buyer’s journey is complicated.

I’ve had clients say it

takes 36 touches

before a lead

becomes a customer.

Alright, so what IS it?

Attribution is the science of assigning credit or allocating dollars from a sale to the marketing touchpoints that a customer was exposed to prior to being added to an opportunity.

Helps you measure program success so you can

- Show marketing ROI

- Make educated decisions on what programs and channels to invest in

Here’s how Marketo does it

Attribution Models

First Touch

Answers: “Which programs are good at acquiring profitable new names?”

Multi-Touch

Answers: “Which programs are most influential in moving people forward in the sales cycle over time?”

First vs. Multi-touch Attribution

3 Rules

1. Credit is split evenly 2. You can’t give more credit than

you earned3. You can’t give credit for

something that happened in the past

Things Needed for it to Work

1. Opportunity Information2. Acquisition Program 3. Program Success

4. Extras: Costs

A Recipe for Attribution Success

Which programs are good at acquiring profitable new names?

First Touch (FT)

First Touch: The Scenario

Andrea – Influencer• Researching our

company• Downloads our eBook• Continues to successfully

engage with our marketing efforts

Donald – Decision Maker• Hears about our company

from Andrea• Takes our survey• Continues to successfully

engage with our marketing efforts

$100K Opportunity

First Touch: Marketo

Downloaded eBook

Registered for Webinar A

Attended Webinar B

Engaged at Tradeshow

ConnectedWith Sales

Downloaded Survey Results

3 months

Acquisition Program

$100K


Downloaded eBook


Attended Webinar B


ConnectedWith Sales


$100K

3 months

Acquisition Program


Downloaded eBook


Attended Webinar B


ConnectedWith Sales


$100K

$50K

3 months

Acquisition Program

$50K

Acquisition Program

Pop Quiz! April 11 | Fred is acquired by (Tradeshow)

April 15 | Margo attends Webinar (Success)

April 22 | Fred is associated (role) to the opportunity

April 22 | Opportunity is created for $3,000

Program Name (Tradeshow) (Webinar )

(FT) Opty Created

(FT) Pipeline Created

(FT) Opty Won

(FT) Revenue Won

Pop Quiz Answers April 11 | Fred is acquired by (Tradeshow)

April 15 | Margo attends Webinar (Success)

April 22 | Fred is associated (role to the opportunity)

April 22 | Opportunity is created for $3,000


(FT) Opty Created 1 0

(FT) Pipeline Created $3,000 $0

(FT) Opty Won 0 0

(FT) Revenue Won 0 0

Pop Quiz...You’re Not Getting Off that Easy! April 11 | Bill is acquired by (Tradeshow)

April 15 | Joan is acquired by (Webinar)

April 22 | Opty 1 is created for $6,000


April 25 | Bill and Joan are associated with roles to BOTH Optys

April 29 | Opportunity 1 is Closed-Won


(FT) Opty Created

(FT) Pipeline Created

(FT) Opty Won

(FT) Revenue Won

Pop Quiz Answers April 11 | Bill is acquired by (Tradeshow)

April 15 | Joan is acquired by (Webinar)



April 25 | Bill and Joan are associated with roles to BOTH Optys

April 29 | Opportunity 1 is Closed-Won


(FT) Opty Created 1 1

(FT) Pipeline Created $8,000 $8,000

(FT) Opty Won .5 .5

(FT) Revenue Won $3,000 $3,000

Which programs are most influential in moving people forward in the sales cycle over time?

Multi-touch (MT)

Remember…

We are looking at program success vs. acquisition program with Multi-touch attribution!

Multi Touch: The Scenario

Andrea – Influencer• Researching our

company• Downloads our eBook• Continues to successfully

engage with our Marketing efforts

Donald – Decision Maker• Hears about our company

from Andrea• Takes our survey• Continues to successfully

engage with our Marketing efforts

$100K Opportunity

Multi Touch: Marketo

Downloaded eBook


Attended Webinar B


ConnectedWith Sales


$100K

3 months

Success in a Program


Attended Webinar B


ConnectedWith Sales


$100K

3 months



Downloaded eBook


Attended Webinar B


ConnectedWith Sales


$100K

3 months

$14K $14K

$0

$14K

$14K



Member of e-Book Program

Attended Webinar B


ConnectedWith Sales


$100K

3 months

$0 $14K

$0

$14K

$14K


Member of Webinar A Program

Multi-Touch Attribution: MarketoContent/Asset MT Attribution

Downloaded eBook $14,000 (Andrea)

Registered Webinar $0

Downloaded Survey Results $28,000$14,000 (Andrea)$14,000 (Donald)

Attended Webinar $28,000$14,000 (Andrea)$14,000 (Donald)

Engaged at Tradeshow $28,000$14,000 (Andrea)$14,000 (Donald)

$100K

Pop Quiz! April 11 | Steve Downloads (Content) – Success

April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)

April 25 | Jason attends (Webinar) – Success

April 30 | Opportunity is Closed-Won

Attribution Metric (Content) (Webinar )

(MT) Opty Created

(MT) Pipeline Created

(MT) Opty Won

(MT) Revenue Won

Pop Quiz Answers April 11 | Steve Downloads (Content) – Success

April 22 | Opportunity is created for $3,000 (Both Steve and Jason have roles)

April 25 | Jason attends (Webinar) – Success

April 30 | Opportunity is Closed-Won

Attribution Metric (Content) (Webinar )

(MT) Opty Created 1 0

(MT) Pipeline Created $3,000 0

(MT) Opty Won .5 .5

(MT) Revenue Won $1,500 $1,500

This isn’t my first rodeo…

Considerations

Limitations of Marketo’s Attribution Models

Flat Models

- A success in a program one year ago will get the same amount of credit as a more recent success.

Scalability

- To get any sort of attribution credit, there must be a program assigning acquisition or success in Marketo. This becomes unrealistic for tracking engagement with channels like social media, SEO or online advertising.

URL parameters

- Not reliable

Data

When it comes to good marketing, your entire system has to be built on a solid data foundation. If there is one seemingly minor error in the “basics,” the ground gives way to a degree where trust is also eroded. Once trust is gone, nothing else matters. Certainly not a nuanced report with multi-touch attribution models.

Be Careful on Your Positioning

It’s not about credit – it’s about creating a model whereby marketing can understand what investments are leading to the most sales

Sales works really hard to close deals. Don’t take their credit.

Ask me anything…I might have an answer

Q&A