Multi-touch Attribution For Companies With

Sales Teams

Overview and unique research on marketing touches

Contents

•  Why multi-touch attribution is important •  Examples of multi-touch attribution models •  Marketing touch research •  Advanced concepts •  Implementation checklist •  Key takeaways

Benefits of Multi-Touch Attribution

✔ Reduce your cost per customer ✔ Remove subjective variables ✔ Decrease sales cycle

Multi-touch attribution is no longer a ‘nice to have’ -- it’s a ‘must have’ for any marketing program.

- Aaron Bird, CEO, Bizible

Example: Even

The most basic model where credit is applied evenly across all marketing touches.

Example: Decay

Most of the credit is applied to the touches that most recently drove the desired action.

Example: U-Shaped / Position

40% of the credit is applied to both the first and last touch with the remaining 20% being

applied evenly to all other touches.

Example: Custom

Custom weighting for the different touches as set by your organization.

Research

Analyzed 480,317 leads Bizible has tracked from first marketing touch all the way to closed won (63,743). Developed interesting insights on first touch marketing channels. View the full research.

Search Marketing Critical

56% of leads had Search as first touch

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Direct# Display# Email# Referral# Search# Social#

Leads&Generated&by&First&Touch&Channel&

Email Has Longest Marketing Cycle

54 days compared to average of 25.88 days

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Email" Display" Referral" Direct" Search" Social"

Marketing*Cycle*by*First*Touch*

Referral Generates High Revenue

Nearly 40% more in fact

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Email" Display" Referral" Direct" Search" Social"

Marketing*Cycle*by*First*Touch*

Leads From Search High Quality

41% are won, which is the highest for “actionable” channel

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Direct# Display# Email# Referral# Search# Social#

%"Won"by"First"Touch"

Advanced Concepts

Adaptive / algorithmic attribution models have the ability to work for your company, so you can optimize your media based on actual performance automatically.

Advanced Concepts

Role-based attribution models account for the decisions maker. If one conversion path or marketing touch is known to bring more senior decision makers that convert faster or more cheaply, you can adjust your model to optimize for these leads.

Advanced Concepts

Cross-device attribution modeling can be helpful for when a touch happens on multiple devices, such as mobile then laptop.

Implementation Checklist

q Ask yourself: Is multi-touch attribution right for my company? q Deeply understand your customer conversion path. q Benchmark conversion path with similar industries and sales cycles q Educate all stakeholders q  Implement appropriate tracking software q Run tests to ensure proper implementation

Download the full whitepaper to read more or continue to

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