Multi-touch attribution models give credit to every piece of content or channel a customer interacts with during their buying journey. It attributes all revenue to a single activity, which can be limiting if you are trying to account for a multi-channel strategy. The biggest shortcoming is that it’s fairly one-dimensional. A benefit to this type of attribution model is that it is the easiest to implement. This single point is often either the first touchpoint, first-touch attribution, or the last touchpoint, last-touch attribution. One-touch, or single touch, attribution models offer a simple approach that applies 100% of the revenue credit to a single touchpoint in the customer journey. The key is to research what will be best for your company before implementing it. Different models have different benefits as well as shortcomings, which means there is no definitive right or wrong choice for your business. The model you select will depend on your specific strategy and campaign objectives. There are many different attribution models available to marketers, but they generally fall into two categories, one-touch and multi-touch models. Marketing attribution seeks to connect the dots from marketing efforts to business outcomes. In order for marketers to effectively connect marketing to revenue, they really need to gather the right data.

The problem is they don’t tell the whole story.

Together, activity metrics and engagement metrics work to explain the effectiveness of a marketing campaign. They even count the number of contacts collected at an event. They count things like views, clicks, likes, and time spent on a website. It also takes into account the budget for these activities.Įngagement metrics measure how people have reacted to those various marketing activities. That means counting blog posts, articles, sponsored events, and other activities. Activity metrics measure the number of activities for which the marketing department has been responsible. What Does Marketing Attribution Look Like? Right now, most marketers generally focus on collecting two categories of data: activity metrics and engagement metrics. It’s easy to see why attribution is critical to the success of marketing initiatives. At the same time, almost 40% of marketers plan to use an average of 6 or more marketing channels according to research done by IDG Connect. Right now, 30% of marketers aren’t using an attribution model at all, according to the 2018 State of Pipeline Marketing Report, and only 25% are doing multi-touch attribution. Marketing attribution helps marketers connect marketing to revenue. Why Marketing Attribution Matters for B2B Marketing Attribution matters in B2B marketing because businesses want to optimize their strategies and get the best results possible. Attribution matters because it represents budget and resources. Do you know which of your marketing touchpoints lead to a conversion? Or which channels had the most conversions? Marketers don’t track attribution to give themselves a pat on the back when they see a campaign or specific channel that is doing well.

Multi touch revenue attribution