Building an Attribution engine with Bizible and Marketo (Adobe Summit)

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1
Building an Attribution Engine with Bizible and Marketo
Justin Norris | Director, Solutions Architecture, Perkuto
Kashif Khurshid | Sr. Manager of Marketing Analytics, Platforms & Technology

Justin Norris
Director of Solutions Architecture, Perkuto
12 years in the field and 50+ MOPS / SOPS projects.
10+ attribution and BI projects with a variety of technologies.
4x Marketo Champion, Bizible All-Star, MCSA

Kashif Khurshid
Sr. Manager of Marketing Analytics, Platforms & Technology
15 Years of Experience in the Digital Marketing & Analytics
Industry
Expert in launching “Services Products” in the digital ecosystem
for both B2B and B2C
Car Enthusiast and a frequent to Coffee & Cars

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
5
Attribution Fundamentals Building Your Engine System Optimization

Fundamentals:
What is attribution?

Assigning credit to your marketing
efforts for performance outcomes
7

The intersection of 3 data sets:
8
Marketing
Efforts
Audience
Engagement
Performance
Outcomes

Marketing
Efforts

Audience
Engagement

▪ New Names
▪ MQLs
▪ Opportunities
▪ Pipeline
▪ Revenue Won
▪ Etc.
Performance
Outcomes

Performance Stages
Demand
Generation
• Leads to
Opportunity
• Awareness
Pipeline
Marketing
• Opportunity to
Bookings
• Research and
Consideration
Stage
Advocacy
&
Retention
• Booking to
renewal
• Post Purchase
Evaluation
@KashifKhurshid

Building Your
Engine
@KashifKhurshid

Building a Solid Foundation
14
MAINTENANCE
PROCESSES
DECISIONS
DATA ACCURACY
INSIGHTS
USE CASE
@KashifKhurshidImage Credit: https://www.mortgagebrokernews.ca/news/housing-crash-is-coming-says-portfolio-manager-182249.aspx

Define

Lead (Person? Inquiry? New? Recycled)
Opportunity (One vs. multiple products? Renewal)?
Customer (Account? Business unit? Buying center)?
What is a...
...to you / CMO / CFO / CEO?

17
Customer

The road to failure is paved with
sloppy definitions.
Takeaway:

Bizible
Implementation
Considerations

1. Capture data
2. Model data
3. Visualize and report on data
21
Understanding Attribution Tools
Capture Model Visualize

1. Capture data
2. Model data
22

Campaign
Interaction
Website Visit
Content
Engagement
Form Fills
What Data to Capture & Credit Allocation
Credit Allocation for Touchpoints

Breaking Down Data Silos
Attribution
Digital
CRM
Campaigns
Sales
Activity
Other
Offline
Sources
@KashifKhurshid

Setting up Marketing Channel Rules
25
@KashifKhurshid
Consider using offline
channels to define other
online sources
Defining the logic for each
marketing channel
-UTM
-Landing Page
-Referring Site
-CRM Campaign Type
-Sales Activities

Setting up Online Channels via Offline Channel Tab
26
@KashifKhurshid
Set online channels via
SFDC campaigns as backup

Table stakes: tag your links!
https://www.perkuto.com?utm_medium=event&
utm_source=presentation&utm_campaign=summit-2019&
utm_content=attribution-breakout

Data Capture (Offline): Marketo programs synced to
campaigns.
29

Data Capture (Offline): Marketo programs synced to
campaigns.
30

Data Capture (Offline): Enforce lead source upon
creation in CRM with validation rule.
31

Data Capture (Offline):
Check for offline lead
sources to add to
attribution programs that
trigger touchpoints.
32

Data quality is everything.
Takeaway:

1. Capture data
2. Model data
34

Data Modeling: how do we store information about marketing
interactions?

With Marketo:
Separate Offers
and Channels.
36

With Bizible:
Offer and
channel both
attributes of
a touchpoint.

Easily analyze offer/channel relationships out-of-the-box.

Modeling the Buyer
Journey
@KashifKhurshid

Customer Journeys
40
@KashifKhurshid
The Journey is
the Reward
Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787
@KashifKhurshid

Customer Journeys
41
@KashifKhurshid
Attribution Models
First Touch
Last Touch
Lead Create
Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787
Linear
Linear
@KashifKhurshid

Image Credit: https://www.neworleans.com/things-to-do/sports/teams/saints/
Use Models to go Deeper

Attribution Modeling in Bizible
@KashifKhurshid
Weighted
Models
Machine
Learning
Custom Model

Selling to an Individual or a Demand Unit
44
OR
Image Credits: https://betanews.com/2015/04/27/the-top-5-recommendations-for-it-decision-makers/
https://medium.com/swlh/celebrate-the-slow-decisions-312f53283b9
@KashifKhurshid

Buyer Journey in Action
Campaign Name
Marketing Channel that
Lead to the Booking
Credit split across
activities
@KashifKhurshid

One Model does not fit all.
Takeaway:
@KashifKhurshid

1. Capture data
2. Model data
47

Options for Visualization
48
CRM
(Salesforce)
BI Tool
(PowerBI)
Bizible
Discover

Bizible Discover
49
Pre-Built focus on ROI analysis and buyer stages

Salesforce Dashboard
Distribution by Channel
All Data is in one place

PowerBI Dashboards
Unlimited Filtering, Calculations, Relationships and Customizations

Select Visuals that map to Goal.
Takeaway:

System
Optimization

Tip #1: Track Sources of Persons that Become MQL, SQL...etc.

Tip #2: Map Stages of Marketing Funnel in Bizible
56
Use this option for
stages that may be
valid multiple times
in the journey (i.e.
recycle)
Configure both
Pre-Pipeline and
in Pipeline
Stages
Set Rules based
on Custom Date
Fields
@KashifKhurshid

Tip #3: Tracking ungated assets in the Bizible Journey
Step 1: Set Smart List
57
Step 1: Define
asset criteria's

▪ Step 2- Create a Task
▪ Stamp SFDC Activity
History
58
Tip #3: Tracking ungated assets in the Bizible Journey
Create the Task
Trigger

▪ Step 3- Configure Task inside Bizible with Sales Activity:
59
Tip #3: Tracking ungated assets using Sales Activities
Step 1: Configure in Bizible
as touchpoints

Tip #4 List uploads (Webinars & Events)
▪ Touchpoint Dates & Bizible exclude script
60
Credit for registering
Credit for responding
(attended)
Credit for Key
Status (i.e. visited
booth)

Problem: Form URL is not friendly. No offer metadata.

Solution: Enrich the touchpoint with more metadata.

Overview: Connect the touchpoint with a campaign
representing the offer.
Touchpoint
● Form URL
● Offer Campaign
Lookup
Offer
Campaign
● Offer Name
● Offer Type
● Format
● Audience
● Persona
● Etc.
Offer URL
● Form URL
● Offer Campaign
Lookup
● Lookup Form URL in Offer URL object
● Populate Campaign lookup on Touchpoint

Step 1: Campaign stores metadata for each offer.

Step 2: Junction object associates a form URL with
campaign.

Step 3: Flow looks up the Form URL from the Touchpoint and
identifies the matching campaign, then connects the Touchpoint.

Step 4: Use formula fields to pull any metadata required
from Campaign to Touchpoint.
Add whatever offer metadata you please!

Justin Norris
justin@perkuto.com
LinkedIn: justinnorris
perkuto.com/attribution-toolkit
Kashif Khurshid
Kashif.Khurshid@alertlogic.com
LinkedIn: KashifKhurshid
captainanalytics.com

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Building an Attribution engine with Bizible and Marketo (Adobe Summit)

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