Getting Started with Marketing Attribution in Salesforce
Today on the BrightTALK Academy, we were joined by Grant Grigorian, CEO of Path to Scale, a revenue performance management application used to report on lead-to-customer metrics, campaign ROI, and marketing attribution.
During the presentation, Grant covered the basics of attribution, including commonly used models, their pros and cons, and ways to access that information in Salesforce. We’re sharing some of his main points in this blog post, but if you’d like to watch the full presentation, you can find the embedded webinar at the bottom of this post.
If you’re just getting started with attribution, it’s important to understand the different models that exist. Specifically, in today’s webinar, Grant discussed the merits of single-source attribution versus fractional attribution.
With single-source attribution, which Grant described as Salesforce’s “bread and butter,” you’re generally taking a look at either the first source (how the lead was acquired) or the last touch (how the lead was converted).
It’s important to note that the lead source is not necessarily the first touch — depending on how you choose to define engagement. For example, you may have acquired someone’s contact information by scanning their badge at a tradeshow, but that doesn’t necessarily provide any indication that they actively engaged with your brand. You may choose to wait until they complete a more significant action, like clicking through an email or watching a webinar.
For last touch, look at what the tipping point event was before the conversion. Depending on your KPIs, you can determine your specific conversion criteria — lead to opportunity, opportunity to closed-won, etc.
Salesforce offers built-in revenue reporting by lead source. If you’re using campaigns, the “primary campaign source” attributes the revenue to the last touch before the conversion and gives credit to that specific campaign.
Single-source models are great if you’re looking to get started with attribution. But if you’re ready to build out a more robust system, consider using a multi-touch model.
With fractional attribution, you’re giving credit to more than one source, campaign, or channel. So if your lead converts into an opportunity (or however you define conversion within your organization), all preceding campaigns that touched the lead will be credited.
You can decide if you want to credit those campaigns evenly (known as equal weight) or favor certain types of campaigns over others (examples include time decay, U-shaped, and W-shaped).
Here’s how a $100K closed-won deal could break down, based on your chosen attribution model.
Learn more about these models in the presentation below, and don’t forget to check out the 15 other sessions in the 2017 Marketing Strategy Summit on BrightTALK.