Post on 30-May-2020
Multi-Touch Attribution
Explained Peter Bell & James Arnall
March 2019
Proprietary and Confidential | © Marketo, Inc. 2
Master complex buying journeys, align marketing and sales teams and
measure business impact across every channel.
Nearly 5,000 loyal customers, 550+ technology ecosystem partners,
and 65,000+ fearless marketers across all industries
and geographies.
2
The engagement marketing solution for today’s CMO.
Marketo: Transform Customer Experiences
3 Proprietary and Confidential | © Marketo, Inc. 3
5,000 Customers Across All Major Industries
Respect and Accountability
Use metrics that matter to the
CEO and CFO
Without consensus measures of the value they create, CMOs
face big credibility gaps and enterprise value creation suffers.
Cut Programs to Build Credibility
One of the most useful things a marketer can to do to build
credibility with the CEO is to offer some thoughtful cuts to
marketing programs. Show that you are “de-funding” things
that either:
A Didn’t work
B Aren't aligned with
evolving company goals
C Are lower priority
than other initiatives
Marketing ROI Management Process
BEST ASSUMPTIONS
ROI SCENARIOS
MEASUREMENT PLAN TEST VARIATIONS IN PLAN
MEASUREMENTS
OBJECTIVES STRATEGY
ROI MEASUREMENT
HISTORY TO GUIDE NEXT
CAMPAIGN
TACTICAL PLAN IMPACT &
CONTRIBUTION
1. Process begins with ROI
scenarios early in the planning
cycle to shape objectives,
strategies, and tactics.
2. Measurements are prioritized
first and then planned
concurrent to campaign plans,
so tests and variations can be
incorporated to improve
precision.
Measurements capture lift,
diagnose weaknesses, and
generate insight to improve
effectiveness.
3. ROI results guide changes to
strategies and tactics in the next
cycle of marketing, based on
which have the higher ROI
potential.
Methods to Measure Marketing ROI
1. Single Touch Attribution
2. Non-Weighted Multi-Touch Attribution
3. Weighted Multi-Touch Attribution
Unweighted Multi-Touch Attribution
Keyword
Search
Connected with
Sales Rep
12 – 15 Months
€25K €25K
€100K
€25K €25K
Post
Facebook Ad
In-Person
Event
Weighted Multi-Touch Attribution
1. Time-Decay
2. U-Shaped or Position Based
3. W-Shaped
4. Full-Path
5. Custom
6. Machine-Learning recommended
Multi-Touch Attribution: W-Shaped
Keyword Search
Connected with Sales
Rep
€30K €5K
€100K
€5K €30K
Post
Ad
In-Person
Event
30% 30% 30%
10%
€30K
Perkbox’s Story
James Arnall, Marketing Director Perkbox
Helping employees live better
The journey to multi-touch
Set-up
Successes
Challenges
Resources for You
• Download the ‘The Definitive Guide to
Marketing Metrics and Analytics’ from
Marketo.com
• Download the Marketing Metrics and Analytics
Cheat Sheet
• https://www.marketo.com/resources/
18 Proprietary and Confidential | © Marketo, Inc.
Driving business through
experiences.