Building Trust and Value Through Attribution By Dave Rigotti
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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: Building Trust and Value Through Attribution - Given by Dave Rigotti, @drigotti - Bizible, Director of Marketing. #SocialPro #23B
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Building Trust and Value Through Attribution By Dave Rigotti
- 1. #SocialPro #23B @drigotti BUILDING TRUST AND VALUE THROUGH ATTRIBUTION
- 2. #SocialPro #23B @drigotti § Head of marketing at Bizible § Obsessed with B2B marketing § Mission is to “make every marketing dollar profitable” ABOUT
- 7. #SocialPro #23B @drigotti § Multi-touch Consider the whole journey § Omni-channel Commonality of metrics § Centralized Sum is equal to the parts SOCIAL ATTRIBUTION FRAMEWORK
- 8. #SocialPro #23B @drigotti § Multi-touch Consider the whole journey § Omni-channel Commonality of metrics § Centralized Sum is equal to the parts SOCIAL ATTRIBUTION FRAMEWORK TRUST
- 9. #SocialPro #23B @drigotti SINGLE TOUCH ATTRIBUTION
- 10. #SocialPro #23B @drigotti MULTI-TOUCH ATTRIBUTION
- 11. #SocialPro #23B @drigotti § Social § Organic search § Retargeting § Paid search § Email CHANNEL BIAS
- 13. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue
- 14. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue MULTI-TOUCH 27% of revenue
- 15. #SocialPro #23B @drigotti SINGLE VS MULTI-TOUCH FIRST-TOUCH 34% of revenue MULTI-TOUCH 27% of revenue > 20% DIFFERENCE
- 16. #SocialPro #23B @drigotti § Social § Social § Social CHANNEL BIAS
- 17. #SocialPro #23B @drigotti § Social Blog & ebooks § Social Case studies § Social Demo / trial CHANNEL BIAS
- 18. #SocialPro #23B @drigotti EARLY RESULTS BEFORE 42% leads 27% revenue
- 19. #SocialPro #23B @drigotti EARLY RESULTS BEFORE 42% leads 27% revenue AFTER 31% leads 30% revenue MUCH MORE EFFICIENT
- 21. #SocialPro #23B @drigotti CENTRALIZED 1 + 1 != 3
- 23. #SocialPro #23B @drigotti Focus on outcomes, ie revenue Less leads; more value RECAP
- 24. #SocialPro #23B @drigotti THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!