E.g If Bill eventually makes a purchase for £1000, then £1000 is attributed to the Webinar source.įor example above, we have an Opportunity in the “Closed Won” stage, the £20,000 will be credited to the LinkedIn Social campaign. In the case of Bill above, this would be the Webinar. It simply assigns 100% of the revenue generated, to the last touchpoint the customer has with your business. Last Click is one of the most common attribution models. Let’s have a look at a few common attribution models… Last Click These models will adjust the amount of influence it gives to each touch point. Most marketing tools will have a number of common models you can apply to your campaigns. Multi-touch attribution is a fundamental element of marketing attribution, so I think it’s important to cover off exactly how this works.
The process of identifying and reporting on these touch points, is called multi-touch attribution. Both of these platforms have played a part in getting Bill to part with his contact details in order for a sales rep to get in touch. In this example, Bill has interacted with two different platforms until he actually filled in a form to get in touch. He then clicks on a social post on LinkedIn.A couple of days later, Bill see’s an Instagram Ad and visits your website.Bill from Acme Inc clicks on a Google Ad and visits your site.An example of this journey could look like this… You might be surprised to learn that an unlikely platform like Instagram is the best place to reach your B2B audience!Īnother important element of Marketing Attribution to understand, is the fact that a prospect can have any number of touch points with your business before they make a purchase, as touch points are rarely singular. Without linking the source of a particular lead or customer, it’s almost impossible to understand what channels are working. Imagine you are a new startup and can advertise on any number of platforms, Instagram, Facebook., LinkedIn & Google to name a few. With so many platforms to advertise or engage with potential customers on, it’s more important than ever that you understand what works, and what doesn’t. Without proper marketing attribution, you are essentially “Spraying & Praying”, firing out lots of emails, blog posts, adverts etc, and seeing what comes in. This helps you report on your marketing campaigns, to understand what has worked, what hasn’t, and then fine-tuning your campaigns. Marketing Attribution is the process of identifying which prospects or customers came from which channel.
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