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Zero to MTA Hero:

How to save your da…ta

Multi-touch Attribution

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Multi-touch Attribution: Session 2

Usage and Reporting

Background & Requirements

Above and Beyond

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Multi-Touch Attribution

Session 2

Anna Leary

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Agenda: Session 2

Mops Con 2022

Common attribution models

What should I expect to get out of MTA?

How to report using MTA

How to get marketing KPIs from MTA

Evolution of attribution models

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The evolution of attribution models

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The evolution of attribution models

1,432

leads

2,679

leads

“First touch”

463

leads

954

leads

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The evolution of attribution models

“Most recent”

First touch

Most recent

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The evolution of attribution models

“Opp Creation”

opps

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The evolution of attribution models

“Revenue”

$12,000,000

$2,500,000

$8,700,000

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Common Attribution Models

Mops Con 2022

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What is an attribution model?

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What is an attribution model?

Either a single-touch or multi-touch view of the customer journey that gives a percentage of revenue attribution to various milestones along the customer journey.

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Major milestones in models

First Touch

Lead Creation

Opportunity Creation

Closed Won

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First Touch Model

The very first interaction a buyer has with you - could be known or unknown�
Gives 100% of the attribution credit to the channel that drove the first touch

Using our spidey senses

First Touch

Lead Creation

Opportunity Creation

Closed Won

100%

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First Touch Model

What is driving awareness to our brand?

First Touch

Lead Creation

Opportunity Creation

Closed Won

100%

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Lead Creation Model

The interaction a buyer has with you where they provide their contact information and become a known lead�
Gives 100% of the attribution credit to the channel that drove the lead creation

Hulk smash

First Touch

Lead Creation

Opportunity Creation

Closed Won

100%

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Lead Creation Model

Which channels are driving leads to become known in our system?

First Touch

Lead Creation

Opportunity Creation

Closed Won

100%

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U-Shaped Model

Focuses on the first touch touchpoint and the lead creation touchpoint�
Splits attribution credit to give 50% to both channels that drove the first touch and the lead creation

Of two worlds

First Touch

Lead Creation

Opportunity Creation

Closed Won

50%

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W-Shaped Model

Focuses on first touch, lead creation, and opportunity creation touchpoints�
Splits attribution credit to give 30% to each channel that drove the first touch, lead creation, & opportunity creation

First Touch

Lead Creation

Opportunity Creation

Closed Won

30%

10%

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W-Shaped Model

Are there specific trends in various activities that help lead to opportunity creation?

First Touch

Lead Creation

Opportunity Creation

Closed Won

30%

10%

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Full Path Model

Focuses on all the major milestone touchpoints�
Splits attribution credit to give 22.5% to each channel that drove the first touch, lead creation, opportunity creation, and closed won

First Touch

Lead Creation

Opportunity Creation

Closed Won

22.5%

10%

22.5%

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Custom Model

Usually a model that can be completely designed to best suit a company’s needs.

First Touch

Lead Creation

Opportunity Creation

Closed Won

15%

25%

40%

20%

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What should I expect

to get out of MTA?

Mops Con 2022

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Expectations of attribution

It gives you superpowers!

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Expectations of attribution

But in reality, multi-touch attribution can help you understand your buyer’s journey a lot better by:�

Understanding which content is and isn’t working�
Helping determine where to invest marketing budget �
Knowing which initiatives help assist in opportunity creation and closed won

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How to report using MTA

Mops Con 2022

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Using each model

First touch & U-Shaped�

Helps brand teams understand efforts that are driving awareness to the brand

Lead creation & U-Shaped

Helps demand gen & acquisition teams understand what is driving a person to become a known lead and where to invest

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Using each model

W-Shaped & Full Path

Helps Marketing Ops understand lead flow as it relates to the lifecycle through opp creation�
Helps Sales understand if various activities (calls, emails) are leading to conversion�
Helps the Exec team to have a full picture of the funnel and revenue attribution as it relates to major milestones attributing to various channels

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How to get marketing KPIs

from MTA

Mops Con 2022

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Marketing KPIs

Marketing influence on revenue�

Executives want to understand in business terms what is influencing:�

Pipeline

Revenue

Executive Leadership

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Marketing KPIs

Revenue by channel

Help understand a monthly breakdown of what channels are driving revenue

Executive Leadership

Paid Search

Sales Activities

Content Synd

Organic

Events

$1,000,000

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Marketing KPIs

Executive Leadership

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QUESTIONS?

We are always here if you need help! If you have concerns or questions regarding how best to implement Multi-touch attribution for your company then reach out now.