Understand the Marketing Mix using advance Marketing Attribution Models. Quick guide to help you achieve expertise with Marketing Attribution.

1. Buyer Journey Workshop
Kashif Khurshid
CaptainAnalytics.com
Jan 2019

2. Marketing Attribution Workshop Agenda
Phase 1:
Attribution & the
Organization
• How to getting started
• Organizational readiness
• Setting up leadership for
success
• Why Attribution matters
• Common use cases of
attribution
• Top marketing attribution
vendors
Phase 2:
Attribution Models &
Customer Journey Mapping
• Types of attribution
models
• Advance attribution
models
• Considerations of
Attribution
• How to study attribution
Phase 3:
Success Measurement with
Attribution
• Measurement of success
• Journey mapping
• ROI Measurement
• Dashboard & Reporting
Phase 4:
Mistakes to Avoid with
Attribution
• Where does data come
from and its quality
• Best practices &
considerations for CRM
configurations
@KashifKhurshid

3. What's your story?

4. Maturity of Digital Analytics

5. Maturity of Digital Analytics
Digital Data •(Ad Words)
Digital +
Offline Data
•Campaigns +
Vanity URL’s
Multi-Session •Visitor (IP vs.
Cookie)
Devices &
Mobile
Analytics
•Unification of
Customer
Omni Channel
(Marketing
Mix)
•Digital + Sales
+ Offline +
Other Sources
@KashifKhurshid
Buyer Journey Modeling
(Marketing Attribution)

6. Buyer Journey Classifications
Demand
Generation
• Lead and Pre-
Sale Activity
• Awareness
Stage
Pipeline
Marketing
• Impactful
Selling
Motions
• Research and
Consideration
Stage
Advocacy &
Retention
• Prove success
and deepen
share of
wallet
• Post Purchase
Evaluation
@KashifKhurshid

7. What is your MarTech Stack?
Data and Insights to support marketing and campaign activities
• Prospect Behavior
• Person is known (identifiable)
CRM : SalesForce
• Web Behavior
• Anonymous PersonDigital Analytics:
Adobe
Attribution: Bizible
• Ability to stich anonymous
visitor to a lead
• Ability to track a lead
through every campaign/
marketing program in
Journey
• Apply attribution models
for assigning credit to
marketing program in
Journey
Automation, Data Management & Integration (i.e. Lead Deduplication & Enrichment)
Visualization&Dashboards
@KashifKhurshid

8. Exercise 1
• Draw out/ Diagram your Data and Technology Stack? (10 Minutes)
@KashifKhurshid

9. Getting Started with Attribution
Phase 1: Attribution & the Organization

10. How are you Making
Marketing Decision Today

11. Step 1: Questions to Ask at Start:
If we can answer yes to ALL then we are ready to get started with marketing attribution
modeling
Is an attribution tool
important to us?
If so, what kind of
insights do we expect to
get from it?
Are we willing to make
decisions from the
insights?
Are we okay with less
than perfect data?
Do we have resources/
teams to do the up keep
of the tool?
Are we willing to change
processes to keep up
with best practices for
the tool?
@KashifKhurshid

12. Step 2: Setting up Attribution for Success
If we agree to the above, you are now ready to act upon the insights
Agree that the data is
not perfect and may
never be perfect (many
systems are integrated
and there may be
exceptions happening)
Agree internally on an
Data acceptance rate
(i.e. 80% accuracy is an
acceptable rate)
Explanation of data- its
complex and difficult to
follow and easy to
forget- understand the
process and then trust
your analytics team
@KashifKhurshid

13. Why Attribution is becoming Important?
constant growth in new
technology and new channels for
business
touchpoints that played the most
important role, from the first
exposure to the very last action
Econsultancy has estimated that
37% of in-house marketers
have used attribution as part of
their strategy in 2017, while there
is an estimate that 6 out of 10 US
companies will adopt a multi-
channel attribution during 2018.
@KashifKhurshid

14. Understanding Attribution
What is attribution
modeling?
• Gives weight to
multichannel
engagement and
helps assess impact
of each activity
Why is attribution
modeling so
important?
• Its about knowing
your true cost and
ROI per
customer/account
and tying activities
to final numbers
What does
attribution tell me?
• It helps understand
the revenue impact
of each activity
How can I effectively
use attribution?
• By building out
customer & buyer
journeys
@KashifKhurshid

15. Exercise 2
Split up in groups and identify 5 use cases on how your organization
will use attribution modeling?
What challenges will prevent us from implementing or using
attribution?
(10 Minutes)
@KashifKhurshid

16. What to get out of Attribution?
Spread credit
across multiple
touchpoints
Allocate spend to
the most effective
channels
Understand true
ROI & cost per
deal
Make smarter
data driven
decisions
@KashifKhurshid

17. Use Cases for Attribution
1.1. Best top of funnel, mid-funnel and bottom of funnel programs / campaigns / Content
2. What is the profile and journey of high value deals
1.3. How many touchpoints does it take to close a deal
4. Is the additional touchpoint/activity helping move the metrics in a positive or negative direction
5. How much is each channels contribution to overall business (2 -3 models)
6. Improve scoring models based on touchpoints data
7. Determine audience segments & roles that are most effective at different stages
8. Where and how to allocate budget
@KashifKhurshid

18. Top Attribution Vendors
Bizible (Adobe)
Bright Funnel
Full Circle
https://www.g2crowd.com/categories/attribution
@KashifKhurshid

19. Marketing Attribution
Fundamentals
Phase 2: Attribution Models & Customer Journey Mapping

20. Types of Attribution models
all credit to first
touch
First
Touch All credit to the
first time the lead
signed up
Lead
Create All credit to last
touch prior to
conversion
Last
Touch
Equal credit across
every touchpoint
Linear
(assign different
weights to top,
middle and
bottom of funnel)
Weight
ed
@KashifKhurshid

21. Exercise 3
• What Model will you apply to your customer Journey and Why?
• What insights do each of the 5 models provide? (10 Minutes)
@KashifKhurshid

22. Advance Attribution models
Time decay (only evaluate touchpoints within a year)
Position based (major and minor touchpoints)
Priority / preference based (cascading logic)
Machine Learning (Algorithm)
@KashifKhurshid

23. Takeaway of Attribution
Not every channel is created
equal
There may be multiple channels
driving to the same content/
event
We can no longer study the
performance of a channel by
itself- it needs to be tied to the
message (i.e. events, white
paper, etc)
Devices and assets (forms),
content (blog, infographic, non
gated studied, white papers,
videos, checklist, reports, data
sheets, calculators, guide,
reviews, webinars)
@KashifKhurshid

24. KPI’s, Dashboards & Insights
Phase 3: Success Measurement with Attribution

25. Shoot, here it goes again…

26. Marketing
Funnel

27. Customer Journey
Display
(First touch)
Organic
(Lead
Created)
Paid Search
(Touchpoint)
Direct
(touchpoint
filled form)
Social
(read blog)
(MQL)
Email
(registered)
Event
(attended)
(OTY)
Call with Rep
WhitePaper
Sent
Closed
Paid
(whitepaper)
@KashifKhurshid

28. Exercise 4
Display
(First touch)
Organic (Lead
Created)
Paid Search
(Touchpoint)
Direct
(touchpoint
filled form)
Social
(read blog)
(MQL)
Email
(registered)
Event
(attended)
(OTY)
Call with Rep
WhitePaper
Sent
Closed
Paid
(whitepaper)
• Draw out your customer journey Map with 8-10 touchpoints max (10
Minutes)
• Should it include all touchpoints or particular interactions only?
• Should they include online and offline interactions?
Example to help you get started
@KashifKhurshid

29. Marketing Attribution Logic
FT LC Inquiry MQL TAL TQL SAL SQL OC Discovery C/Won
FT to LC (Positive #) INQ to OC
FT to LC LC to Inq Inq to MQL MQL to TAL TAL to MQL TQL to SAL SAL to SQL SQL to OC PIP to C/Won
Pre LC Pre INQ Pre MQL Pre TAL Pre TQL Pre SAL Pre SQL Pre OC Pre Close
Major
Touchpoints:
Minor
Touchpoints:
Age in Stage
Pre
Close
OC to PIP
Age to Stage
@KashifKhurshid

30. Journey & Attribution
FT TP TP LC TP TP TP OC TP CWON
Sourced: Unique Counts
Influenced: Multiple Touchpoints Counts
Sourced Influenced
Sourced: Journey within 365 Days
Influenced: Journey within 365 Days
@KashifKhurshid
Influenced

31. Exercise 5
• Assign credits and weights to each touchpoint so that the sum equal
to 1 (100%)
• What are the key pieces of Data you would want to collect for each
touchpoint?(15 Minutes)
@KashifKhurshid

32. Buyer Journey in Action
Campaign Name
Marketing Channel that
Lead to the Closed Deal
Credit split across all
activities

33. Attribution Modeling Configuration
@KashifKhurshid

34. Types of Insights in a Journey
Marketing
Channels
(Social)
Landing Pages
(Home Page)
Form Fills
(Download)
Ad Campaign
(Brand Campaign)
Content
Classification
(Industry
Conference)
Device
(Mobile)
@KashifKhurshid

35. Key Metrics Gained by Attribution
Number of
touchpoints
% of
contribution
Return Spend
Cost Per Deal Velocity
Customer
Lifetime value
& cost
@KashifKhurshid

36. Attribution Credit Allocation
Website interaction (impressions, clicks, visits, downloads,
videos, infographics, etc)
Website Form Fills (all forms or specific category,
form name)
Credit given to all touchpoints of
Lead
Credit given to last
touchpoint at any or
key stage changes
Credit given to
interaction that
created the lead
AnonymousLeadInbound/KnownLead
@KashifKhurshid

37. Exercise 6 (20 Minutes)
• Define your Lead Funnel
• (Lead, MQL, SQL, OTY, Development, Negotiate, Closed Won Business)
• Select a Marketing Activity & Identify your KPI’s (Key performance
Indicators) for that activity
• (Email, Paid Search, Sales interaction, etc.)
• Design your Dashboard Layout
@KashifKhurshid

38. Leadership Metrics
Demand
Generation
Sales Marketing Partners
Closed Won
Deals
Opportunities
Inventory
Qualified
Leads
Leads Forecast
@KashifKhurshid

39. Sample Reporting Template
Credit to all touchpointsCredit to Stage ChangesCredit to Lead Create Model
Actual vs. Plan
0
10
20
1 2 3
Trend
Distribution
1 2 3
Up + XX%
Actual vs. Plan
0
10
20
1 2 3
Trend
Distribution
1 2 3
Up + XX%
Actual vs. Plan
0
10
20
1 2 3
Trend
Distribution
1 2 3
Up + XX%
@KashifKhurshid

40. Dashboard for each Department / LOB
Demand
Generation
Digital
Marketing
Direct
Organic
Social
Paid
Events
Marketing
National
Regional
Local
Partner
Marketing
Premium
Developmental
Inbound
Marketing
Prospecting
Lists
@KashifKhurshid

41. Common Mistakes with
Attribution Modeling
Phase 4: Mistakes to Avoid with Attribution

43. Standardize
Naming
Convention
• Use a consistent naming convention and
nomenclature for Campaigns & UTM’s
CaptainAnalytics.com  Free Tools  Tracking
Best Practices Templates

44. Stage Mapping in Journey
Contact
• Primary or
Demand Unit
Stages
Configuration:
• pre-pipeline and
in pipeline
Touchpoint Date
vs. Stage Date
• Mapping to
customer
interaction or
system update
Velocity:
• calculation for
number of days
between stages
Assets:
Gated Vs. Ungated
• Assets to include
in Journey
@KashifKhurshid

45. Event and Webinar Configuration
Give credit for registering
Give credit for responded
Give credit for a
particular or key
status (i.e.
attended)
Considerations:
Date stamped based on:
• Registered for event
• Attended the event
• Event list uploaded
• Watched on demand (Webinar
specific)
@KashifKhurshid

46. Contact Configuration
• Both contacts go through the same journey, which touchpoints
should be counted for each stage
• Options:
Single Contact
Primary Contact Converted Contact
Demand Unit
(Multiple Contacts)
All Contacts
Contacts based on
Roles
Question: Which contacts touchpoints are
mapped into the journey
Oldest, newest or within a set period (365 days)
between contacts
@KashifKhurshid

47. Lead Stage Configuration
Based on Status Field (Historical
Table)
• No need for additional fields
• More complex for historical
inventory calculation
• No way to remove errors
Based on Stage Date Fields
• Can be updated to remove errors
• Use Cases it supports
• Volume of New
• Count of Inventory
• Age in Stage (Velocity)
• Age to Stage (Velocity)
Options:
@KashifKhurshid

48. Lead Stage and Stage Date Fields
• Current: configured to stamp when lead status field is
updated
• Fields must be locked by validation rules to block any skip
logic from occurring
Options:
Stage Date
Stamp
Oldest Newest
Wiped Clean for
flow Integrity
(Not on recycle)
@KashifKhurshid

49. MarketingChannelGrouping
Marketing
Channels
Direct
Direct Web
Web Referral
Email
Social
LinkedIn,
Facebook, Twitter
Paid Media
Paid Search
Bing
Adwords Retargeting
Paid Social
Webinar
Display
Programmatic
Native
Content
Syndication
3rd Party Sites
Events
Conferences
Tradeshows
@KashifKhurshid

50. Fields doing similar things
Lead Source
Lead Source
Detail
Primary
Campaign
Marketing
Channels
Marketing
Sub Channel
Touchpoint
Type
Touchpoint
Source
Ad/ SFDC
Campaign
Each field should have a unique purpose
@KashifKhurshid

51. Touchpoint
Type
Touchpoint
Source /
System
Marketing
Channel
Sub Channel
List Upload
(Partner,Field)
Marketo
Sync
Sales Activity
(Field)
Web Form
(Marketing)
SFDC User
Outreach
IO Sync
Impartner
User
Direct
Web
Referral
Social
Managed
Outreach
Email
Display
Social
Organic
Webinar
Paid
Search
Events
Conference
Alert Logic
Site
Promotion-
SPIFF
UTM
Free Trial
Request
Bing
Google
Tradeshow
(Exhibitor)
Facebook
Partner
Tradeshow
Call
Answered
Marketo
LinkedIn
Yahoo
AdWords
Transition
Set
Level 1 Level 2 Level 3 Level 4 Level 5
CampaignName

52. Summary of Considerations
Identify Activities &
Sources to Track
 List upload, SFDC Campaign, Web visit, UTM tracking, Sales Activity
 Naming Convention Best Practices
Contacts
Configuration
• Single contact vs. primary contact vs all contacts
Opportunities • Success on LC Model vs. Before OC vs. Post OC
Marketing Channel • Group Marketing Channels
Goal Alignment
• Avoid Fields Doing similar things
• Unsubscribe forms exclusion
• Align Company objective with assets
Sales Team Reporting
 Set SLA’s
 Monitor Pipeline stage duration and stage conversion rates
@KashifKhurshid

53. To Conclude…

54. Step 1: Determine How you want to spread
the focus
Demand
Generation
• Lead and Pre-
Sale Activity
• Awareness
Stage
Pipeline
Marketing
• Impactful
Selling
Motions
• Research and
Consideration
Stage
Advocacy &
Retention
• Prove success
and deepen
share of
wallet
• Post Purchase
Evaluation
@KashifKhurshid

55. Step 2: Establish Success Criteria’s
Group people in Personas or
Segments based on key business
factors
Industry, size of
company, content
category,
channels, role, etc.
Determine Goals you Want to
Achieve from Buyer Journey
Modeling
Optimize a stage
flow through
@KashifKhurshid

56. Step 3: Specify Details of the Journey
Establish Stages of Buying Cycle
• Lead Created  Accepted  Approved  Converted
• Development  Proposal  Negotiate  Closed Won
Identify Touchpoint Types to Track in Journey
• Digital + Campaigns + Sales Activity + Call Center Activity +Other Offline Sources
Determine Activities that Cause Stage Change
• May have multiple activities between stages- identify how credit is assigned amongst them
• Identify the items to track (asset type, marketing channel, devices, data source, etc)
Select attribution models that fits the Organizations Optimization efforts
• First Touch, Lead Create, U Shaped, W Shaped, Last Touch, Linear, etc.
@KashifKhurshid

57. Step 4: Analyze and Activate on Insights
Establish the right optics based on your business case (live
dashboards)
Accurately measure ROI without over-estimating
Understand the true cost of acquiring a customer
Optimize funnel based on insights and objectives
@KashifKhurshid

58. @Kashif Khurshid
CaptainAnalytics.com
Contact: KashifKhurshid@Gmail.com
Cell: (832) 228 - 7427
You Survived!

59. Buyer Journey Attribution Playbook
1. My Primary Attribution Focus will be: (DG, PM, AR)
2. Marketing Tech stack will consist of the following:
3. My Org will use an Attribution tool for the following reasons:
4. We will set & evaluate the following buying stages from our funnel?
5. We will apply ____________ Attribution Model in our organization with the following weighting for
each stage?
6. We will use the following key metrics (no more than 5) to evaluate our business success:
7. We will consider the following best practices for configuration of our MarTech Stack and common
pitfalls to avoid?
@KashifKhurshid