how b2b marketers judge their most importanr marketing metrics
B2B Marketing Metrics and Attribution That Works
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Transcript of B2B Marketing Metrics and Attribution That Works
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What is Attribution?
The practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.
Simple Definition
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ROI
“B2B companies are seeing an average of 15-18% lift in revenue as a result of implementing a closed-loop attribution system and then optimizing Marketing programs based on the more sophisticated analysis.”
Tina Moffett, Forrester Research
Accurate attribution makes you smarter.
Remarkable
Full MeasurementCollecting & Connecting Data
Offline Events
Channel Partners
Many Interactions,
Many Data Systems
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Why It’s Worth ItWhy integrate web activity with line-of-business activity to get closed-loop attribution? It gives you a powerful, data-backed methodology for looking back on anonymous visitor activity and linking it to known leads or sales. This gives you a full picture – the ability to measure which activities, campaigns or even content assets are best leading to sales. You can then optimize programs based on revenue rather than front-end metrics like visits or leads.
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Custom DevelopmentCross-Channel Integration
• Cookie site visitors with a key and create a custom variable or hidden fields in your Web Analytics, Marketing Automation or CRM systems to pass this key into those systems.
• Stitch these systems together by using ETL process to extract data out of these systems and into a data warehouse.
Aligning Metricswith the Goals of Activities
Based on Marketing Goal
Program Metric
Display % 1st Visits (higher CPA)
Paid Search Qualified Leads
Marketing Automation Lead Scores
Measured Effectiveness
Attribution Models
Primary Attribution Model Types
Single TouchAssigns 100%credit to the lastor first exposure
First/Last Touch
Rules-BasedAssigns credit to eachinteraction based on specificbusiness rules
Even Weights Custom Weights Time Decay Positioned Based
Statistically DrivenAssigns credit to eachinteraction based on adata driven model
Regression Model Probabilistic Model
Type
Approach
100% DisplayE-Mail Search
33% 33% 33%
DisplayE-Mail Search
27% 49% 24%
Basic Advanced
Pitfalls of Each ModelSingle Touch
Ignores the bulk of the customer journey, overvaluing the first or last touch
Undervalues other influencers (and interactions), including sales efforts
Rules-based
Assigns arbitrary values to each specific marketing tactic
Subjective and lacks analytics rigor to determine weights
Statistically Driven
Can be expensive to execute
Some Marketers feel uncomfortable with an algorithmic, “black box” approach
Type
Pitfall
100%DisplayE-Mail Search
33% 33% 33%
DisplayE-Mail Search
27% 49% 24%
Basic Advanced
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Modeling Decision+Choice of model depends on your situation
+ Eg. short single touch vs. long-term multi-touch
+Can use different models for different products or campaigns+Let data tell you which is correct model
+ Look at full data to see behavior patterns + Such as number of touchpoints
+ Apply different models and see if there is any difference
Attribution
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“Validated Attribution” Model
+Look at historical data to find activities that correlate with driving highly qualified leads or sales
+Assign proportional credit to each interaction based on this actual data
BusinessOnline’s
Company-Level Attribution
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Stakeholders in Buying ProcessB2B Sales Funnel
0
200
400
600
800
1000
1200
1400
1600
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Month 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6
Analysts
Marketing
IT Team
C-Level
Engagement Score
Most of these stakeholders were anonymous
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Go from Unknown Visitors to
Known Companies~5% of visitors were known
Individual score of 130
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Go from Unknown Visitors to
Known Companies~5% of visitors were known 50% known via IP mapping
Individual ‘factor’ of 130%
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Go from Unknown Visitors to
Known Companies~5% of visitors were known 50% known via IP mapping
Learned that 8 people from certain company are engaged
Individual ‘factor’ of 130% Company factor of 725%
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Key AdvantagesCompany Level Attribution
• Create success metrics based on Company status
• Example: evaluate marketing on aligning with CRM opportunities
• Perform “Look Back Analysis”
• Analyze behavior of visitors from companies that bought or are deep in the pipeline
• Develop company-level lead scoring
