The document discusses the challenges that marketers face in connecting marketing activities to revenue. It notes that many marketing decision makers lack the capabilities and metrics to measure marketing success. The document then outlines elements that are important for effective attribution, including understanding the customer journey, tracking multi-touch interactions across channels, and using attribution data to optimize campaigns and prove the impact of marketing on revenue. It provides examples of how attribution can help answer questions to improve performance and achieve marketing goals.

1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
“Half the money I spend on
advertising is wasted; the trouble
is, I don't know which half.”
— John Wanamaker

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
of marketing decision makers
“lack the capability to measure results”
— Forrester’s Global Business Technographics Marketing Survey (2017)
of marketing decision makers
“lack defined metrics to measure success”
47%
48%

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
We also did some of our own research...
“The biggest amount of time I’m
spending in one day is gathering
data from all these different
platforms.”
“We’re asked to grow at a really fast pace and we literally
have big question marks on what generates money. ”
“One of the biggest obstacles...is
the data quality, missing data,
and things that are not tracked.”
“I’ll present some data and he’ll
[SDR leader] be like ‘that’s not
what my numbers show’.”
1. Long, nonlinear journeys 2. Siloed and diverse data 3. Accounts, not individuals

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Connecting
marketing to
revenue is hard
If you can’t do it,
it hurts
Start by
understanding
the journey
Supercharge your
revenue

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
“What happens if
I can’t do it?”

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What Happens If I Can’t Do It?
“What gets measured
gets managed.”

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What Happens If I Can’t Do It?
Single Touch Attribution Undervalues Critical Channels
29%
60%
37%
27%
-20%
-36%
-356%
-133%
-26%
"Other"
W
eb
Referral
OrganicSearch
Direct
Trade
Shows
Inbound/Content
DirectM
ail
Nurture
Campaigns
Outbound
Calling

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
What Happens If I Can’t Do It?
1
22
167 Average # of touchpoints in our
buyer journey
Tracked by campaigns
(i.e., include form fills)
Tracked by single-touch
attribution

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
What Happens If I Can’t Do It?
“When B2B marketing execs can't definitively quantify
what their company gets in exchange for the money it
spends…
• CFOs see marketing as a cost center
• Sales execs see it as a resource diversion
• CEOs don't consider it a strategic
part of the management team.”
— Allison Snow, Forrester

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Connecting
marketing to
revenue is hard
If you can’t do it,
it hurts
Start by
understanding
the journey
Supercharge your
revenue

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
“OK - How do you
do it? What are the
elements of effective
attribution?”

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Paid Media Events Email Organic Search Web Direct
Facebook
Google
LinkedIn
Account

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First
Touch
Lead
Creation
Demo
Request
Opp
Created
Closed
Won
Upsell
Opp
Created
Upsell
Closed
Won
Paid
Media
Organic
Search
Event
Web
Direct
Event
Web
Direct
Email
Event
Direct
Paid
Media
Web
Direct
Email
Email
Web
Direct
Paid
Media
Email
Account Journey

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
§ Account: Acme Corp
§ Person: Mark Evans
§ Stage: Lead Creation Touch
§ Channel: Organic Search
§ Subchannel: Google
§ Keyword: “Digital Transformation”
§ Landing Page: Company.com/blog/
digital
§ Form Fill: Resource.company.com/
digital-transformation-2019-ebook
§ Seattle, WA
§ Firefox
§ January 10, 2019 10:09am
Touchpoint
Lead
Creation
Organic
Search

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18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Connecting
marketing to
revenue is hard
If you can’t do it,
it hurts
Start by
understanding
the journey
Supercharge your
revenue

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
“What can I do with
attribution data?”

23. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Powerful Questions to Ask & Answer
PROVE
Where did my Q1 revenue come from?
What percentage was marketing originated?
What campaigns drove the most revenue?
Prove
Prescribe &
Predict
Perform

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Bizible Demo

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Powerful Questions to Ask & Answer
PRESCRIBE & PREDICT
Where is the bottleneck in my funnel?
Which conferences should I invest in next year?
Should I invest in EMEA or APAC? Product A or B?
Where should I spend my next marketing dollar?
How much budget to I need to hit this year’s revenue goal?
Prove
Prescribe &
Predict
Perform

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Bizible Demo

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Powerful Questions to Ask & Answer
(OVER) PERFORM
How do I activate my data and turn insights into action?
Prove
Perform
Prescribe &
Predict

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Marketo Sky
Demo

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“Can you give me some
practical guidance?”

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Crawl, Walk, Run Your Way to Attribution Success
Revenue mindset
Digital & offline
attribution
Multi-touch
tracking and
attribution
Custom & ML
attribution
Act
programmatically
Share insights across the organization

31. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Ascend with attribution:
§ Easy, accessible data to prove
impact on revenue
§ Flexible reporting to prescribe
and predict
§ Actionable insights that enable
you to over-perform
Nirvana

32. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Connecting
marketing to
revenue is hard
If you can’t do it,
it hurts
Start by
understanding
the journey
Supercharge your
revenue

33. © 2019 Adobe. All Rights Reserved. Adobe Confidential.