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Introducing the Data Export Tool from Attribution

Attribution is proud to provide marketing insights that help our customers answer even the most complex marketing questions to boost ROI in everything we do. We are now taking this a step further to provide data collections and export functionality that provides visits, ad spend, clicks, revenue and other marketing data to data science and other data and marketing professionals, all tracked on a visit level, rather than just a user level.

We’re excited to announce the release of our brand new Data Export Tool, built to help you get the best possible insights and answer your toughest marketing questions. Let’s explore some of the features.

Your ticket to better marketing data analysis

The Attribution Data Export Tool allows you the freedom and flexibility with your marketing data (visits, ad spend, clicks, revenue, and more) to bring it into your data analysis tool of choice in order to determine key metrics such as Monthly Recurring Revenue (MRR) per user and Return on Investment (ROI).

Just as we’ve simplified getting both user and visit level data that gives you granular insights, our new export functionality now allows you to have all of your marketing data exported to the cloud storage provider of your choice. This means that, instead of collecting data from all of the ad and marketing platforms individually, you can use one tool to pull everything together in order to perform data analysis.

A data scientist’s best friend

Greater marketing performance requires better marketing insights, which are pushing teams to use their data to answer more and more complex questions. While Attribution is easy for any marketer to use, we’re excited to provide a tool that data scientists and other data analysis teams can use to perform the complex analysis they are often tasked with doing, and get answers to even the toughest questions from marketing teams.

We’ve also found that mid-market companies with data science teams need more complex number crunching than simple online platforms can provide, yet don’t always have access to the tools of the largest enterprise organizations.

Because of this, our Data Export Tool provides the freedom and flexibility to take your company’s marketing data and use your preferred data analytics tools (like BigQuery, Python, or others), and perform the much-needed analysis to uncover deeper insights than out-of-the-box dashboards on individual ad platforms could ever provide.

The power to uncover valuable insights is in your hands

Staying true to our commitment to providing the best insights that come from multi-touch attribution, the Data Export Tool empowers you to run your own advanced queries to determine MRR or ROI on marketing efforts.

The Attribution Data Export Tool gives you the power to uncover your own insights, and saves you time by exporting all of your data to the cloud storage provider of your choice. This means that you can get the answers you need to questions such as the following, along with anything you can come up with:

Which visitors spend the most over time and how much did it cost us in Google ads to get there?
Which type of our users generate the most MRR after accounting for advertising?

What sets Attribution, and our Data Export Tool, apart from the competition is that the data is tracked on a visit level rather than a user level. This helps your data science team, and ultimately your marketing team, to better segment your users and understand the entire customer journey. When you can do this, you can make more meaningful decisions about your customers and your product or services.

The best news of all is that this is just the beginning! We plan to continue to expand the Data Export Tool in the coming months with new ELT capabilities, and an attribution analytics API. For more information read more about the Data Export Tool or contact us.

Get Started with the Data Export Tool

Can Retailers Benefit from Using Multi-Touch Attribution?

E-commerce, driven by multiple new channels, is a booming business. “The NRF expects that online retail will grow 8-12%, up to three times higher than the growth rate of the wider industry, racking up nearly $445 billion in sales.” But today’s consumers no longer purchase in a silo; they read customer reviews on social media, attempt to price match on Amazon before ever heading in-store, and visit brand websites to understand product details. Buyers visit a site an average of 9.5 times before making a purchase. More than ever, the consumer purchase journey is evolving into an ever-expanding range of online and offline channels and interactions. As these hyper-connected consumers increasingly rely on a variety of digital and physical resources when making purchase decisions, how then do ecommerce marketers effectively engage them AND get more get ROI from their media spending?

Ecommerce marketers are adapting their strategies to deliver the right ads with the right offers at the right time and through the right channels & devices

Marketers know that the shopping landscape is changing drastically with the rise of new channels, content, and connected devices. As reported in Ad Age:

Shoppers will use smartphones in over one-third of total U.S. retail sales in 2018 for researching, comparing prices and purchasing.
88% of consumers research their purchases online before buying, whether it’s online or in-store.
65% compare the in-store price with the online price while in the store. Shoppers who use multiple channels to conduct product research spend 14% more than single-channel shoppers.

Hyper-connected consumers expect a highly personalized experience from all their interactions including organic search, retargeting ads, paid search, remarketing email and/or direct mail offers. They expect you to know them, show them you know them, and help them at every touchpoint. Poor performing campaigns will flop with shoppers, wasting dollars and costing you lost sales. As a result, marketers are rapidly converging channels, content / offers, and devices along the consumers’ purchase journey, where having the ability to track, measure, and optimize each touchpoint has become the secret weapon. Yet many marketers continue to use antiquated attribution models, like last touch, to determine how they optimize their touchpoints to maximize sales and ROI.

But last or single-touch attribution is ineffective for an omni-channel / content / device world

Single-touch attribution consists of first touch and last touch models, giving the full credit of the sale to the touchpoint a consumer interacted with first or last such as a promotional email or a display ad. Any interactions before or after that, clicking a Facebook or paid search ad, for example, are not credited with the sale. According to retail marketing strategist Mike Farrell, attributing a sale wholly to the last (or first) interaction before the purchase is outdated and inefficient. The customer journey has grown increasingly complex, so optimizing for a single action or channel ignores a much bigger picture of how consumers engage with your touchpoints on their way to purchase. A customer, for example, may discover a new product on Pinterest, rediscover that product through display ad retargeting, research the product via Amazon, and finally make the purchase after receiving a promotional email and/or direct mail. This journey can occur across desktop and mobile devices.

Valuing only the last touch ignores the very important role each marketing activity had in driving the sale and limits marketers’ ability to develop greater cross-channel cohesion. That’s because you can overly emphasize top or bottom-funnel activities, neglecting touches across the full purchase journey. Ecommerce marketers need to know the effectiveness of each marketing touchpoint in every consumer journey regardless of where those touchpoints occur. Without the ability to track this and tie interactions across channels, content, and devices to one user, it’s virtually impossible to know which marketing initiatives are working and which ones aren’t.

Can Retailers Benefit from Using Multi-Touch Attribution?

Last-touch attribution is inadequate for tracking today’s real-world touchpoints and hyper-connected journey, resulting in missed revenue and misspent dollars.

Multi-touch attribution connects real-world touchpoints and devices to consumer journeys and provides a single version of return on spend

By reconciling all available touchpoints to a unique consumer identity, multi-touch attribution helps marketers see precisely how each consumer moves through the purchasing funnel and reach them on their preferred channels. The granular detail allows them to better understand how customers interact with their media, more accurately attribute credit to each interaction, and more effectively optimize their media buying. Since this insight is produced in near real-time, marketers can quickly capitalize on opportunities to improve engagement and influence purchase decisions at each stage in the consumer journey.

Once linked, identities previously attached to multiple devices are collapsed into a single identity. This cross-device attribution gives marketers a view of the end-to-end consumer journey. By linking touchpoints and devices to a single person and journey, marketers can clearly see when they are serving too many ads to the same person or when two or more display vendors are overlapping each other serving ads across the same domain. Multi-touch attribution can help marketers understand exactly which factors are driving shoppers to convert and fine-tune their tactics to influence their decision to buy and deliver a successful experience that wins over new customers, and keeps existing ones coming back for more.

Multi-touch attribution uses different models to meet your needs

While single-touch attribution only gives credit to one touchpoint, multi-touch attribution models assume all touchpoints play some role in influencing a sale. Some popular models are:

Linear multi-touch attribution model is the baseline for multi-touch attribution models. It assigns an equal percentage of revenue credit to each touch regardless of its recency in the buying journey.

Time-decay multi-touch attribution model assigns revenue credit to each touch based in accordance to its recency in the buying journey. The closer the touch was to the sale or conversion event, the more influential it was.

Position-based (or U or W-shaped) multi-touch attribution model gives 40% revenue credit to the first and last touch, with the remaining 20% applied equally among the rest of the touches. A modern multi-touch attribution platform allows you to configure these percentages.

Data-driven machine learning multi-touch attribution model uses historical touch and conversion data with machine learning to derive a custom algorithm to assign revenue credits to touches.

There’s no perfect science for choosing the right multi-touch attribution model. As the use of multi-touch attribution technology evolves, marketers will run several models concurrently to see which one is right for their business. The good news is modern multi-touch attribution tools allow you to see and compare the results from each model.

Multi-touch attribution uses cohort analytics to give you deep insight to optimize acquisition channels and campaigns.

Cohort analysis the most effective ways to gather information about your channels and campaigns. A cohort method quantifies the ROAS of your channels and campaigns based on a cohort (date or date range) and captures the spend and stream of conversions to report profit, break-even and even lifetime value. In multi-touch attribution, your cohorts may look something like this:

How much revenue did we generate today? this week or month?

How long does it take for my ad spend to break-even?

How are we trending by channel? which ones are consistently delivering top ROAS?

Modern cohort analytics allow you adjust cohorts (without spreadsheets) to any date or date range and easily visualize ad performance, discover patterns, and optimize channels and campaigns in real-time to quickly optimize your channels and campaigns.

Multi-touch attribution keeps your advertising channels honest about their ROAS

Because advertising platforms each use their own pixel to track ad performance, your conversion counts can easily become overstated. For example, let’s say Molly is shopping for a laptop and clicks on your Google search ad on Sunday; clicks on your AdRoll retargeting ad on Tuesday; and on Friday she clicks on your Outbrain native ad which takes her to your site where she purchases a laptop for $600. In this purchase scenario, Google, AdRoll and Outbrain reports show 3 unique conversions totaling $1,800, but your ecommerce system only shows 1 conversion to 1 buyer at $600.

Multi-touch attribution automatically connects campaign details from Google Ads, AdRoll, Outbrain, and other advertising platforms to the consumer purchase journey and allocates a portion of the revenue credit (total not to exceed 100%) to each touch in accordance to their role in influencing the purchase. This built-in reconciliation eliminates the over-counting problem associated with using conversion data from each platform to guide your ad spending. Having this true ROAS insight (along with cohort analytics) also allows you accurately compare the performance of each advertising platform to what’s really converting (or not) and confidently rebalance your total spend to maximize revenue and return.

Multi-touch attribution works hand in hand with your ecommerce platform

Multi-touch attribution doesn’t replace your ecommerce platform – it complements and enhances it. It enables ecommerce platforms such as Shopify and WooCommerce to do what they do best: automate and scale back-end functions and consumer-facing activities and transactions for your storefront. Concurrently, multi-touch attribution focuses solely on quantifying which marketing touches, campaigns, and channels are working (or not) to help ecommerce marketers make better decisions across the entire purchase journey.

Multi-touch attribution also complements your ecommerce platform by integrating synergistically and standardizing the attribution method to see an unbiased impact of every customer interaction from search keywords to retargeting ads to direct mail offers. It enhances workflow with existing tools and channels and eliminates the chaos and inefficiency of extracting and normalizing channel-specific analytics. It also provides the data that fuels effective budgeting and optimization by helping marketers to know where to place their best bets to drive efficient revenue growth.

Ecommerce marketers should plan for multi-touch attribution.

Consumer expectations for relevant and personalized experiences have soared. Winning their business means understanding their unique preferences and behaviors, as well as the marketing messages and offers that influence their decision to buy. With a true understanding of their customers and the tactics that influence their decision to buy, marketers can deliver a successful omnichannel / device experience that wins over new customers and keeps existing ones coming back for more.

While it may seem daunting, moving away from last touch or first touch attribution models will quickly become an imperative for retailers. As consumer journeys have grown in complexity, marketers need to ensure their attribution models keep up. With multi-touch attribution, ecommerce marketers can understand consumer interactions across different channels and devices, spend smarter than their competitors, and improve consumers’ overall shopping experience to encourage conversions.

Get Started with Multi-Touch Attribution

New Features and Integrations for Attribution

I’m excited to announce new features that will enable marketers to integrate television advertising and machine learning in our multi-touch attribution platform and empower them with new insights into campaign performance to maximize marketing efforts.

In today’s tech charged, omnichannel world, marketing attribution is rapidly transitioning from single to multi-touch models to help optimize marketing activities for increasingly complex buying journeys. With our multi-touch attribution platform, marketers can easily turbocharge their attribution analytics to maximize marketing effectiveness and ROI.

Television Attribution

We believe strongly in making the insights in Attribution for any channel, so connecting the dots between your TV ads and lead conversion or revenue was a no-brainer to add to our multi-touch models. Through our platform, marketers can now collect TV impression data and establish an authoritative baseline of response activity, measure the impact of TV on driving desired responses or conversions such as visiting a site, watching a video, signing up for an email, or purchasing, and accurately determine the performance lift and allocate proper credit for your ads.

Just as we do for digital ads from Facebook, Google and others, marketers now have faster and more granular attribution insight (compared to legacy TV measurement methods) as to which TV ads are really working and which ones need to go, as well as predictive insight to make more data-informed decisions in forecasting and optimizing TV ad spend and business outcomes.

Custom Machine Learning (ML) Attribution Model

Our out of the box multi-touch attribution models enable marketers to easily transition from disparate single-touch models to allocating credits to any touchpoint along the buyer’s path to conversion. Whether you start with position-based (aka U-Shaped), linear, or time decay, each of these algorithms automatically tracks and accurately assigns revenue and cost to touchpoints. Don’t get too wrapped around the axle as to the academic merits of which model is best for your journey – the important thing to remember it’s easy to start learning in our platform by flipping a switch, comparing the insights from each model, and determining which one(s) works best for your needs.

For those organizations who want to advance to the next level in marketing attribution maturity, we advise moving to a custom model that uses machine learning to tune your channel mix (including sales outreach and offline events) to optimize revenue and ROI. This is where a custom model can provide deeper insights as to what’s really working and what’s not, to help you become even more prescriptive in allocating investments and executing touches. Attribution’s machine learning algorithms will automatically do channel mix modeling and forecasting based on historical conversion performance and marketing’s ability to move deals at each stage in the buying journey, adding scenario planning flexibility against changes in budgets and/or buyer dynamics.

Integration with Salesforce, Quora, and HubSpot

We’ve created new out of the box integrations to securely connect Attribution to an extensive and growing list of adtech and martech platforms to make it easy for you to set up our platform and start optimizing your marketing:

Salesforce – Attribution for Salesforce is now available on the AppExchange, providing an easy pathway for Salesforce customers to transition their marketing attribution model from single to multi-touch.

Together, we provide marketers with full-funnel marketing touch visibility, automatic conversion tracking by sales stage, built-in cohorting and reconciling account-level attribution, and integration with all popular ad platforms including LinkedIn Ads, Google Ads, and AdRoll. To learn more about multi-touch attribution for Salesforce, read our blog or visit our Salesforce integration page.

Quora for Business – Attribution is now integrated with Quora, providing marketers the ability to easily link their account to access cost-per-click ad conversions from Quora right in Attribution, ensuring marketers know their true return on ad spend (ROAS) to compare performance with other ad networks such as Google Ads, LinkedIn Ads, and Facebook Ads.

For Quora customers who want to learn more about adding Attribution, read our blog, watch the Attribution + Quora on-demand webinar, or visit our Quora integration page.

HubSpot – Attribution is now available on HubSpot Connect, provide marketers with a holistic view of how their marketing dollars are impacting revenue at every touch point along the full buyer’s journey.

Attribution automatically connects leads and deal stages in HubSpot to advertising data from LinkedIn Ads, Google Ads, Twitter Ads, and other channels and campaigns, providing a single source of attribution truth. Marketers can quickly know what’s working and what’s not by channels and touch points to optimize MQLs, pipeline and wins, aligning sales and marketing at a whole new level. To learn more about multi-touch attribution for HubSpot, visit our HubSpot integration page.

To all our customers who voiced their requests for new product features and integrations, thank you. We will continue our mission to empower every marketer with the data to deliver amazing marketing performance. To learn more about how Attribution’s solution can help you go from single-touch chaos to business outcomes, please request a demo.

It’s Official: Multi-Touch Attribution Analytics Are Now the Smartest Weapon for B2B CMOs

The evidence that CMOs are on the hook for the magic growth number is overwhelming, but the days of unrestrained lead growth are fading into the annals of SaaS history. Inefficient scaling of a SaaS business is a death knell, which is why investors treasure the magic number as one of the best indicators of current health and future value. But without an effective and efficient marketing engine, the odds of a SaaS business scaling up growth and creating value are slim. And adding more salespeople only feeds the fire.

According to Paul Albright of Captora (Venture Beat), “The reality is the marketing has become THE most efficient want to accelerate growth in our digital economy. The imperative is to connect the dots, so each marketing expense dollar is aligned and reported against revenue growth.” Hence, CMO budgets are being conditioned by investors with weighty expectations to scale recurring revenue. The seminal question for CMOs is: How much recurring revenue are we getting out of your marketing? CMOs must own the answer to this question.

The Single Touch / Source Attribution Problem

How can you grow high-quality pipeline and bookings while improving the cost of acquiring new customers (CAC)? CMOs need to own the pathway to driving an impressive return on marketing and magic number. They own spending and outcomes for every marketing touch and channel across the full buyer’s journey from organic website clicks, social engagement and advertising click throughs to conference booth visits, nurture email downloads, on-demand demo views, and free trial requests.

While CMOs are on the hook for efficient revenue growth, the challenge is most are painfully handicapped by an archaic single-touch (or source) attribution approach. According to Chief Marketer’s Attribution Still a Huge Challenge for B2B Marketers report, “lengthy sales cycles, numerous touchpoints and too much data are among the biggest hurdles B2B marketers face when it comes to accurate attribution.” Regardless of how influential the other touches were in influencing the buyer, the first or last touch gets all the credit. How do you know which marketing touches and/or channels are really generating revenue and which ones need to go?

Single-touch attribution is inadequate for full-funnel, multi-touch insight. It does not tell you the impact of a given touch on revenue in relation to other touches nor does it give you the ROI granularity needed for optimization. This causes erroneous conclusions about what’s really working and what’s not. Further, single touch attribution involves multiple analytic tools and laborious effort, each one giving incomplete and biased insight. Single-touch attribution:

Deceptively distorts revenue contribution and ROI of touches and channels by giving 100% credit to whichever touch was first or last, woefully understating the impact of other touches and channels such as events, content, or drip emails.
Double-counts revenue credit from channel-specific sources such as Google Analytics and Facebook Insights each claiming 100% revenue credit of their respective touches to a deal, severely overstating ROI.
Keeps you in a constant state of “attribution anarchy” due to stitching together attribution insights from your CRM, MAP, website, and channel specific sources, and spreadsheeting your way to getting the insight you need to optimize your spending.
Negative Consequences: Relying on first or last touch marketing attribution to make decisions on spending adversely impacts scaling revenue growth and driving sales & marketing efficiency.

Modernizing Your Analytics with a Multi-Touch Attribution Platform That’s Wired for B2B Marketing

To solve this pervasive pain and give you and your organization the data you need to continuously optimize budgets and maximize revenue, you must change to an attribution approach that can deal with the rigors of modern B2B SaaS marketing.

To start your journey, you will need to invest in a multi-touch attribution platform that:

Automatically connects every marketing touch to your buyer’s full path to purchase. From anonymous website visits to email offer click-throughs, offline visits to an event or store to digital ad click-throughs.
Uses various multi-touch attribution models such as time decay, linear, position-based and custom, depending on your business need. Regardless of source, channels, or funnel stage, these models must automatically allocate revenue and costs, and calculate ROI.
Enables you to compare “apples-to-apples” ROI of any combination of channels over long buying journeys with the flexibility to group or cohort their revenue and cost results by date or other parameters.
Provides built-in integration with:
– Popular B2B advertising platforms including LinkedIn, Google Ads, Quora, and AdRoll.
– Any other marketing channel including website, 3rd party media, offline events, content, and partners.
– Top B2B CRM and marketing automation platforms such as such as Salesforce, Pipedrive, HubSpot, and Marketo.
Tracks B2B account-level buying journey and automatically allocates credit for revenue, conversions, and cost to all account-based marketing efforts.
Automatically reconciles touches and revenue credits among all your touch points to ensure 100% sum and zero duplicate to touches / channels that had no role in the conversion to revenue.

How Does Multi-Touch Attribution Fit in Your B2B Marketing Stack?

Multi-touch attribution doesn’t replace your CRM or MAP – it complements and enhances them. It enables both platforms to do what they do best: automate and scale lead and opportunity management activities. Multi-touch attribution also complements your advertising and other channels by integrating data flows and standardizing the attribution method, streamlining workflow and eliminating the chaos and inefficiency of extracting and normalizing data from multiple sources.

Concurrently, multi-touch attribution focuses solely on quantifying which marketing lead and opportunity activities (touches, campaigns, channels) are working (or not) to help marketers make better decisions across the entire (not just one touch or source) funnel. It also provides the data that fuels effective budgeting and optimization by helping marketers to know where to place their best bets to drive efficient revenue growth.

Your 4-Step Journey to Data-Driven Marketing

A multi-touch attribution cheat sheet for CMOs:

Marketing attribution has been re-thought for the modern, B2B SaaS marketing organization. Find out how you solve the pain of single touch / source attribution, giving you and your team the data to deliver more revenue with less spend:

Additional Links

Multi-Touch Attribution for Salesforce is Here

B2B Marketing “Takes a Village”

Most B2B marketers would agree that acquiring new customers “takes a village” (marketing and sales) – it takes e-books, SEO, PPC ads, field events, blogs, retargeting ads, conferences, email nurtures, SDRs, case studies, free trials, 3rd party reviews, live chats, mailers, demos, webinars, and more, all working together to nudge buyers (and accounts) along a nonlinear journey, often starting with a Google search and progressing through various stages of the proverbial Salesforce funnel where concrete terms like MQLs, SALs, early and late stage pipe, and closed/won can be shared with marketers, sales folks, and board members. And the effort to acquire a single customer can be costly, easily reaching several hundred thousand dollars depending on the sales complexity and size of the prize. Hence, the better the village operates, the lower the customer acquisition cost (CAC), the higher the win rate and velocity, and the greater the valuation of a company.

But the problem is most B2B marketers are painfully handicapped by an archaic single-touch (or source) attribution model, which typically culls marketing touches from a marketing automation platform (MAP) and attaches one touch to each opportunity in Salesforce – typically the first or last touch. Regardless of how influential the other touches were in nudging the buyer along, the first or last touch gets all the credit. Seriously!? How do you know which marketing touches or channels are really generating revenue? Adding to this heap of attribution chaos is the length and complexity of the B2B journey, which often involves multiple contacts and can take months to over a year to close. How do you know which marketing touches are delivering the best outcomes by funnel stages such as MQLs created or Opportunities generated?

Attribution for Salesforce Integration

That’s why we’re excited to announce that Attribution for Salesforce integration is now available on Salesforce AppExchange, giving Salesforce customers an easy path to start their multi-touch attribution journey.

With Attribution’s Salesforce integration, Salesforce customers get easy access to a multi-touch attribution SaaS platform that automatically:

Connects their lead and deal stages in Salesforce to the entire cast of marketing touches including on and offline channels and campaigns.
Accesses revenue data from Salesforce for a complete return on ad spend (ROAS)

Our multi-touch attribution platform is architected from the ground up to simplify the complexity of B2B marketing attribution through:

Highly configurable time decay, linear, position-based and custom machine learning multi-touch attribution models
A patent pending cohort method to precisely allocate credit for revenue, conversions, and cost for any touch, channel, and/or account-based effort
Pre-integration with all major B2B adtech and martech platforms including LinkedIn, HubSpot, Facebook and Google, as well as any tracking parameter
Built-in auditing engine that reconciles revenue credits, preempting giving credit to channels/campaigns that had no role in the conversion to revenue.

Turbocharge Full-Funnel Demand Generation and Account-Based Marketing

There are hundreds of ways B2B marketers can spend their budgets and resources.

Do I spend it on thought leadership webinars or blogs to drive top-of-funnel metrics like traffic, social followers, and site time, or do I increase mid-funnel tactics like e-books, retargeting ads, webinars or conferences to grow click-throughs and MQLs? Or maybe I go all in on down-funnel things like nurture campaigns, direct mail, review sites, or field marketing events to drive new opportunities or accelerate pipeline stages?

How should I allocate my budget by channel, content, and/or campaign? Do I plan a frontal assault with LinkedIn ABM campaigns and retreat with Google retargeting? How much should I invest (or not) in BrightTALK, G2 Crowd, trade shows, field seminars, TechTarget content promotion, social media, direct mail, SEO, webinars and/or e-books?

For B2B marketers, the data analysis can be dizzying. And unless there’s a silver bullet awaiting, marketers must prioritize (continuously) which ones to invest in, which ones to watch, and which ones to stop.

Unlike single-touch / channel attribution, multi-touch attribution is touch-neutral. Regardless of source, it follows the money of each touch, allocates revenue and costs, and determines true ROI. Multi-touch attribution informs B2B marketers which channels and campaigns to place their bets across the marketing mix and which ones to avoid. Since our multi-touch software is integrated to Salesforce, it automatically connects upper-funnel activities (keyword clicks, ad campaigns, blog articles, webinars, emails, etc.) to lower-funnel results (opportunity conversions, closed deals, and revenue generated).

With Attribution’s Salesforce integration, Salesforce customers can easily compare granular attribution data at the touchpoint level. MQLs, opps, pipe, and/or revenue can be connected directly to specific keywords, online ads, events, and other channels or campaigns. By examining the down-funnel conversion rates of leads generated in earlier funnel stages, marketers have can better optimize their budgets and activities. If marketers know the opportunity-conversion rates of leads generated by a given channel or campaign, they can make decisions about how to reuse or improve those activities in the future. B2B marketers can easily compare campaigns against each other based on their respective down-funnel results (opportunities, customers, and revenue).

Marketers can use the insights from multi-touch attribution to make the right decision throughout the entire demand generation funnel from initial touch to MQL to pipe to booking and scale their spending up or down accordingly.

Align Sales and Marketing at a Whole New Level

By connecting Salesforce conversion data to our multi-touch attribution platform, marketing and sales can confidently align at a whole new level to continuously improve efficacy in each stage of the funnel. What exactly does this mean? The actionable insights marketers from multi-touch attribution can increase sales productivity. I’ll say it again, by optimizing all stages of the marketing funnel to revenue, sales people will increase opportunity conversion, deal velocity, and overall win rate. Together, Salesforce and multi-touch attribution do this this by:

Tracking a leads journey and quality from first-touch through the marketing and sales funnel to closed / won, giving salespeople powerful nuggets intelligence of what the buyer has interacted with throughout their journey.
Tracking every touchpoint in a given account, from every social click to every content download to booth visit, a sales person knows precisely how the lead has progressed through the funnel at any given time.
Streamlining the lead handoff between marketing and sales with revenue data being tracked to marketing campaigns in Salesforce, providing a lead’s ‘story’ and enabling more impactful sales outreach.
Enabling collaborative, data-driven forecasting between sales and marketing, eliminating the guesswork of what marketing budget will produce which outcome in terms of pipeline and revenue.
Unifying sales and marketing investments around trade shows and conferences (often one of the largest budget lines) through attribution insight how a given event and related sales activities at the event like seminars and dinners worked.

By providing both sales and marketing with a single-source of attribution truth aligned to pipe and revenue, marketing and sales can rally around one playbook to optimize CAC and maximize revenue.

Salesforce Customer Call-to-Action

According to Chief Marketer’s Attribution Still a Huge Challenge for B2B Marketers report, “lengthy sales cycles, numerous touchpoints and too much data are among the biggest hurdles B2B marketers face when it comes to accurate attribution.” B2B marketers are dealing with a plethora of content platforms and channels with multiple sources of leads over a long timeline, so easily and quickly telling the full attribution story, including what influenced the deal, and justifying events, ads and other investments is hard when you look at first and last touch only.

Adding Attribution for Salesforce frees B2B marketers from single-touch jail and enables them to easily see the full and true attribution story, which touchpoints are really working, which ones need monitoring, and which ones need to go.

Attribution’s Salesforce integration is currently available on the AppExchange here.
To learn more about Attribution’s Salesforce integration, click here.

Attribution Named High Performer by G2 Crowd Grid® for Attribution Software

At Attribution, we are determined to empower marketers with the insight they need to convert more buyers and maximize ROI. That’s why I’m excited to announce that we have been recognized as a High Performer in the Attribution Software category by G2 Crowd for Winter 2019. Just as we want to help our customers grow better, we want to grow better ourselves, so we always welcome honest feedback from our community.

In its announcement, G2 Crowd explains, “Rankings on G2 Crowd reports are based on data provided to us by real users. We are excited to share the achievements of the products ranked on our site because they represent the voice of the user and offer terrific insights to potential buyers around the world.” To ensure fair evaluation, G2 Crowd maintains rigorous criteria for recognizing vendors with a high customer satisfaction score.

For this distinction, a vendor must have a minimum of 10 published reviews and achieve top peer ratings in customer support, product setup and use, Net Promoter Score (NPS), and other key criteria.

Here’s what some of our customers had to say:

“Love that Attribution only does one thing and does it so well. No gimmick. No non-sense. Clear and simple solution to track our attribution metrics” – Head of Product, Vice President
“Attribution was easy to set up and use. Love their integrations to LinkedIn, Facebook, Google, and other…we now have one unbiased source to track and compare conversion performance of our ad channels. No more frustration with the conversion “math” from the different ad platforms! Also their customer support is awesome” – CEO and Co-Founder
“Once you get going with ads and have the platform set up, it works great. You’re able to see a complete history of CPL and can attribute every last dollar to each campaign you’re running” – Growth Marketing Lead

Recognition from real users is the best testimony that our product innovation and customer focus are solving real problems for marketers. In addition to being named a High Performer, Attribution earned the following honors:

The only reason we exist as a company is to empower every marketer with the data to optimize their marketing to revenue. This central tenet is our inspiration to challenge conventional marketing attribution norms and build a different multi-touch attribution platform that features a patent-pending attribution engine, cohort-based analytics, proven usability, and integration with an extensive and growing list of ad platforms including LinkedIn, Google, Quora, and Facebooks, as well as all major conversion platforms such as Salesforce, HubSpot, Segment, and Shopify.

Everyone at Attribution is deeply proud to be honored as a G2 Crowd High Performer in their Grid Report for Attribution, Winter 2019. The report showed that:

87% of users would recommend Attribution
92% gave Attribution 4 or 5-star ratings
86% say that Attribution meets their business’ requirements

To learn more about these distinctions, see how Attribution stacks up against other multi-touch attribution vendors like Bizible or Visual IQ, or to read the reviews written about our product by the marketers who use them, please download a complimentary copy of the full Grid® Report for Attribution Software | Winter 2019.

To all our customers who submitted reviews, thank you! We will continue our mission to empower every marketer with the data to deliver amazing performance!