For the last few years, B2B marketers are spending more and more resources on powerful, advanced and sophisticated MarTech solutions and simultaneously, more time and effort to measure their ROI. So this begs the question: are we properly capturing all the Touchpoints our prospects are experiencing during their journey, and do we understand how to use that information properly to analyze each channel? The strategic decision about first, last or multi-touch attribution is important, but isn’t there something else we might be forgetting…

1. Multi-Touch Attribution
YANIR CALISAR
Marketing Technologist

2. DRAMATIC INTRO:
FirstTouch / LastTouch?

3. DRAMATIC INTRO:
FirstTouch / LastTouch?
Missing the full picture!

4. CUSTOMER JOURNEY
1st Touchpoint 2nd Touchpoint 3rd Touchpoint Last Touchpoint
MissingAttribution Data
$700 $300 $200 $0

5. CUSTOMER JOURNEY
Account Level
Multi-Touch Attribution

6. MAIN CHALLENGES
• RevenueAttribution Strategy
• MatchingTouchpoint > Lead > Account
• Analytics & Insights
• Data Retention & GDPR

7. MARKETING ATTRIBUTIONTOOLS
One-Size-Fits-All Solutions

8. Track
Process
Analyze

9. Track
Capture & store meaningful touchpoints and milestones
> Process > Analyze

10. TRACKING
Touchpoints Milestones
• Website Engagement (paid/direct)
• Email Interaction
• Social Media Activities
• Program Membership
• Form Fill-Out
• Conversion
• Opportunity / Account changes

11. TRACKING
Milestones: Form Form
Converted
SFDC
Touchpoints:
Program
Success
Paid
Session
Direct
Session
Clicked
Email

12. CUSTOM SOLUTIONS -TRACKING
• Google Analytics
• Marketo
• SFDC
• DataWarehouse

13. LEAD ACTIVITY

14. OPPORTUNITY ANALYZER

15. MY 2 CENTS:
• UTM Builder for Marketo (Chrome Extension) - http://bit.ly/UTM-Builder-For-Marketo
• UTM Capturing JavaScript - http://bit.ly/UTM-Capturing-JS

16. Process
Enrich the touchpoints data and map with the account level
> AnalyzeTrack >

17. PROCESSING
• Excel / Google Sheet
• SFDCWorkflows & Campaigns
• Zapier
• Custom Development

18. PROCESSING

19. Analyze
Drill down to identify significant behavior patterns
Track > Visualize >

20. CUSTOM SOLUTIONS - ANALYZE
• Tableau
• PowerBI
• Data Studio
• Looker

21. DATA EXPLORATION
• Most common touchpoints
• First/last touchpoint to success
• Common lead/account patterns
• PBM/ABM

22. CUSTOM SOLUTIONS - ANALYZE
Raise
Create Eliminate
Reduce

23. MULTI-TOUCH ATTRIBUTION ENGINE
MTAE – Data Layer

24. Yanir Calisar
ycalisar at overstack.io
bit.ly/yanirc
THANK YOU!
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