B2B Marketing Blog

Multi-touch Attribution for Companies with Sales Teams

By Dave Rigotti
Mar 24, 2014
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This is a preview of our latest guide: Multi-touch Attribution for Companies with Sales Teams, which details an overview of multi-touch attribution and incldues primary research. 

In today’s digitally advanced world, many marketers rely on a outdated -- and flawed -- revenue attribution called “last touch.” In last touch, only the final marketing touch prior to a customer conversion is given “credit” for the close. Unfortunately last touch severely undervalues the top of the marketing funnel and does not account for the buyer’s decision journey. This leads to slower business growth, inaccurate reporting, and poor optimization decisions.

In order to build your revenue attribution model, you need to have a detailed understanding of your most common conversion paths. For large companies, there may also be disagreements on weighting based on the channel the employee owns. Not only does this exercise make your marketing more efficient, but data around your conversion paths can also sequester arguments on how much credit each channels should receive.

We analyzed all the marketing touches for over 480,000 leads to bring you some interesting insights and data to help you benchmark your campaigns. While the guide contains much more detail, the below infographic contains a few highlights. In addition to more conclusions from the research, the guide includes detailed information on:

- Why multi-touch attribution is important
- Common multi-touch attribution models
- Limitations of Google Analytics for attribution
- Advanced multi-touch attribution concepts
- Suggestions for implementing attribution modeling

Continue reading by downloading Multi-touch Attribution for Companies with Sales Teams.

Finally, thanks to Aashish Dhamdhere, John Gagnon, Melissa Mackey and John Lusk who reviewed early versions of this guide.

The CMO's Guide To  B2B Marketing Attribution  Learn the ins and outs of marketing attribution in this guide created just for  you.  Download Now

Topics: guide, marketing, sem, attribution, multi-touch, multitouch, search

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