Multi-Touch Attribution

Explained Peter Bell & James Arnall

March 2019

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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.

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The engagement marketing solution for today’s CMO.

Marketo: Transform Customer Experiences

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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

LinkedIn

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

LinkedIn

Post

Facebook

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/

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Driving business through

experiences.