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Building an Attribution engine with Bizible and Marketo (Adobe Summit)

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Learn Tips and Tricks on setting up Marketing Attribution and Mapping Buyer Journeys and becoming an omni-channel Marketer.

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Building an Attribution engine with Bizible and Marketo (Adobe Summit)

  1. 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1 Building an Attribution Engine with Bizible and Marketo Justin Norris | Director, Solutions Architecture, Perkuto Kashif Khurshid | Sr. Manager of Marketing Analytics, Platforms & Technology
  2. 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2 Justin Norris Director of Solutions Architecture, Perkuto 12 years in the field and 50+ MOPS / SOPS projects. 10+ attribution and BI projects with a variety of technologies. 4x Marketo Champion, Bizible All-Star, MCSA
  3. 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 Kashif Khurshid Sr. Manager of Marketing Analytics, Platforms & Technology 15 Years of Experience in the Digital Marketing & Analytics Industry Expert in launching “Services Products” in the digital ecosystem for both B2B and B2C Car Enthusiast and a frequent to Coffee & Cars
  4. 4. 4
  5. 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Agenda 5 Attribution Fundamentals Building Your Engine System Optimization
  6. 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 6 Fundamentals: What is attribution?
  7. 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Assigning credit to your marketing efforts for performance outcomes 7
  8. 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. The intersection of 3 data sets: 8 Marketing Efforts Audience Engagement Performance Outcomes
  9. 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketing Efforts
  10. 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Audience Engagement
  11. 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ▪ New Names ▪ MQLs ▪ Opportunities ▪ Pipeline ▪ Revenue Won ▪ Etc. Performance Outcomes
  12. 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Performance Stages Demand Generation • Leads to Opportunity • Awareness Pipeline Marketing • Opportunity to Bookings • Research and Consideration Stage Advocacy & Retention • Booking to renewal • Post Purchase Evaluation @KashifKhurshid
  13. 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 13 Building Your Engine @KashifKhurshid
  14. 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Building a Solid Foundation 14 MAINTENANCE PROCESSES DECISIONS DATA ACCURACY INSIGHTS USE CASE @KashifKhurshidImage Credit: https://www.mortgagebrokernews.ca/news/housing-crash-is-coming-says-portfolio-manager-182249.aspx
  15. 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 15 Define
  16. 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lead (Person? Inquiry? New? Recycled) Opportunity (One vs. multiple products? Renewal)? Customer (Account? Business unit? Buying center)? What is a... ...to you / CMO / CFO / CEO?
  17. 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 17 Customer
  18. 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
  19. 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 19 The road to failure is paved with sloppy definitions. Takeaway:
  20. 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 20 Bizible Implementation Considerations
  21. 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1. Capture data 2. Model data 3. Visualize and report on data 21 Understanding Attribution Tools Capture Model Visualize
  22. 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1. Capture data 2. Model data 3. Visualize and report on data 22 Understanding Attribution Tools Capture Model Visualize
  23. 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 23 Campaign Interaction Website Visit Content Engagement Form Fills What Data to Capture & Credit Allocation Credit Allocation for Touchpoints
  24. 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Breaking Down Data Silos Attribution Digital CRM Campaigns Sales Activity Other Offline Sources @KashifKhurshid
  25. 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Setting up Marketing Channel Rules 25 @KashifKhurshid Consider using offline channels to define other online sources Defining the logic for each marketing channel -UTM -Landing Page -Referring Site -CRM Campaign Type -Sales Activities
  26. 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Setting up Online Channels via Offline Channel Tab 26 @KashifKhurshid Set online channels via SFDC campaigns as backup
  27. 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 27 Table stakes: tag your links! https://www.perkuto.com?utm_medium=event& utm_source=presentation&utm_campaign=summit-2019& utm_content=attribution-breakout
  28. 28. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
  29. 29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Data Capture (Offline): Marketo programs synced to campaigns. 29
  30. 30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Data Capture (Offline): Marketo programs synced to campaigns. 30
  31. 31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Data Capture (Offline): Enforce lead source upon creation in CRM with validation rule. 31
  32. 32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Data Capture (Offline): Check for offline lead sources to add to attribution programs that trigger touchpoints. 32
  33. 33. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 33 Data quality is everything. Takeaway:
  34. 34. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1. Capture data 2. Model data 3. Visualize and report on data 34 Understanding Attribution Tools Capture Model Visualize
  35. 35. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 35 Data Modeling: how do we store information about marketing interactions?
  36. 36. © 2019 Adobe. All Rights Reserved. Adobe Confidential. With Marketo: Separate Offers and Channels. 36
  37. 37. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 37 With Bizible: Offer and channel both attributes of a touchpoint.
  38. 38. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 38 Easily analyze offer/channel relationships out-of-the-box.
  39. 39. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 39 Modeling the Buyer Journey @KashifKhurshid
  40. 40. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journeys 40 @KashifKhurshid The Journey is the Reward Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 @KashifKhurshid
  41. 41. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Journeys 41 @KashifKhurshid Attribution Models First Touch Last Touch Lead Create Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Linear Linear @KashifKhurshid
  42. 42. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 42 Image Credit: https://www.neworleans.com/things-to-do/sports/teams/saints/ Use Models to go Deeper
  43. 43. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Attribution Modeling in Bizible @KashifKhurshid Weighted Models Machine Learning Custom Model
  44. 44. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Selling to an Individual or a Demand Unit 44 OR Image Credits: https://betanews.com/2015/04/27/the-top-5-recommendations-for-it-decision-makers/ https://medium.com/swlh/celebrate-the-slow-decisions-312f53283b9 @KashifKhurshid
  45. 45. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Buyer Journey in Action Campaign Name Marketing Channel that Lead to the Booking Credit split across activities @KashifKhurshid
  46. 46. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 46 One Model does not fit all. Takeaway: @KashifKhurshid
  47. 47. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 1. Capture data 2. Model data 3. Visualize and report on data 47 Understanding Attribution Tools Capture Model Visualize
  48. 48. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Options for Visualization 48 CRM (Salesforce) BI Tool (PowerBI) Bizible Discover
  49. 49. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Bizible Discover 49 Pre-Built focus on ROI analysis and buyer stages
  50. 50. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Salesforce Dashboard Distribution by Channel All Data is in one place
  51. 51. © 2019 Adobe. All Rights Reserved. Adobe Confidential. PowerBI Dashboards Unlimited Filtering, Calculations, Relationships and Customizations
  52. 52. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 52 Select Visuals that map to Goal. Takeaway:
  53. 53. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 53 System Optimization
  54. 54. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 54 Tip #1: Track Sources of Persons that Become MQL, SQL...etc.
  55. 55. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 55 Tip #1: Track Sources of Persons that Become MQL, SQL...etc.
  56. 56. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Tip #2: Map Stages of Marketing Funnel in Bizible 56 Use this option for stages that may be valid multiple times in the journey (i.e. recycle) Configure both Pre-Pipeline and in Pipeline Stages Set Rules based on Custom Date Fields @KashifKhurshid
  57. 57. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Tip #3: Tracking ungated assets in the Bizible Journey Step 1: Set Smart List 57 Step 1: Define asset criteria's
  58. 58. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ▪ Step 2- Create a Task ▪ Stamp SFDC Activity History 58 Tip #3: Tracking ungated assets in the Bizible Journey Create the Task Trigger
  59. 59. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ▪ Step 3- Configure Task inside Bizible with Sales Activity: 59 Tip #3: Tracking ungated assets using Sales Activities Step 1: Configure in Bizible as touchpoints
  60. 60. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Tip #4 List uploads (Webinars & Events) ▪ Touchpoint Dates & Bizible exclude script 60 Credit for registering Credit for responding (attended) Credit for Key Status (i.e. visited booth)
  61. 61. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 61 Problem: Form URL is not friendly. No offer metadata.
  62. 62. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 62 Solution: Enrich the touchpoint with more metadata.
  63. 63. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 63 Overview: Connect the touchpoint with a campaign representing the offer. Touchpoint ● Form URL ● Offer Campaign Lookup Offer Campaign ● Offer Name ● Offer Type ● Format ● Audience ● Persona ● Etc. Offer URL ● Form URL ● Offer Campaign Lookup ● Lookup Form URL in Offer URL object ● Populate Campaign lookup on Touchpoint
  64. 64. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 64 Step 1: Campaign stores metadata for each offer.
  65. 65. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 65 Step 2: Junction object associates a form URL with campaign.
  66. 66. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 66 Step 3: Flow looks up the Form URL from the Touchpoint and identifies the matching campaign, then connects the Touchpoint.
  67. 67. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 67 Step 4: Use formula fields to pull any metadata required from Campaign to Touchpoint. Add whatever offer metadata you please!
  68. 68. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 68 Justin Norris justin@perkuto.com LinkedIn: justinnorris perkuto.com/attribution-toolkit Kashif Khurshid Kashif.Khurshid@alertlogic.com LinkedIn: KashifKhurshid captainanalytics.com
  69. 69. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Take the Survey for a chance to win! (Survey section of the mobile app) $10Starbucks Card SESSION PRIZE one per session Day 1 Bash Experience Day 2 Signed Sports Memorabilia Day 3 Bose Home Speaker

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