Durring this session at MarTech West 2019, Mediacurrent's Director of Marketing Adam Kirby shares his approach to transitioning a 2K person SaaS organization from almost no KPIs to a multi-touch attribution model supported by sales, marketing, and the technology departments. You'll learn from his mistakes and walk away with a clear set of next steps to guide your organization to marketing attribution.

2. Marketing Attribution
What Is It & How to Get Started

3. Adam Kirby
Adam Kirby
Director of Marketing
Mediacurrent
Open source development and digital
marketing agency
CareerBuilder.com
Job Board / HRIS
@akirby310 /in/adamkirby310

4. Agenda
● Transitioning CareerBuilder
● What is Marketing Attribution
● How to Get Started
● Single Touch
● Multi-Touch
● Vendor Considerations
● Q&A

5. Ever Been Here?
“51% of responding
companies in North
America are carrying out
attribution on 'most or all'
of their campaigns...”
- Adroll 2017 State of Marketing
Attribution Report

6. Transitioning CareerBuilder

7. Transitioning CareerBuilder
“We should be able to measure the value of our
efforts in terms of Lead Generation, Conversion,
and Revenue Contribution from an individual
asset to a channel.”
- Adam Kirby

8. Transitioning Careerbuilder
Measurement
Strategy
&
Identified Data
Gaps
Relationship
Building
Learned Agile
Development,
MySQL, and
Tableau
Research
Leader Buy-
in
Vendor
Selection,
Training, and
Implementation
C-Level Buy-
in for
Multi-Touch
Vendor
Multi-Touch
Attribution &
Last in
Tableau
Last Touch
Attribution
Multi-Touch
Attribution
Goals
3 Years
Training Success
Stories
Iterating Vendor
Research

9. Initial Report

10. Attribution is the process of tracking and valuing marketing touch
points that lead to a desired outcome.
Quantifies the contribution of our marketing tactics so that we can
improve the efficiency of our time and resource investments.
Validates our suspicions that we are undervaluing the contributions
of some or our efforts.
Marketing Attribution

11. Marketing Attribution
$
Paid Search
Email
Blog
Webinar
Video
Email
Asset Download
Event
Demo

12. Marketing Attribution

13. The Key
Understand and
ensure your
audience
understands the
insight gathered
from your data.

14. Modern B2B Buyers
“The number of people
involved in B2B solutions
purchases has climbed
from an average of 5.4 two
years ago to 6.8 today.”
Harvard Business Review

15. Account Based Marketing Attribution
The process of tracking and valuing marketing touch points for an entire account
& not just an individual lead or contact.
$

16. Attribution Models
Statistical Model
Subjective

17. Why Attribution

18. The Why
20-30%
Gain
“According to Gartner, the
typical outcome of implementing
attribution is a 20-30% gain in
media efficiency and
corresponding increases in ROI.”

19. The Why

20. The Why
54%
Gain
“54% of high-performing
marketing teams are leading
customer experience
initiatives across the
business.”
- 2018 State of Marketing Report, Salesforce

21. The Why
• Justify Investments
• Better Understanding of
Customer Journey
• Better Allocation of Budgets
• Reduce Costs
• Increase Leads
• Increase Revenue
• Creates Actionable Insight

22. Common Challenges

23. Common Challenges
Complex Buyer’s Journey
Siloed Data
Bad Data

24. Push Back
We have too much marketing technology already.
We already have customer journey analytics and kpis.
Upgrading our measurement will interrupt our current process.
Attribution? Sounds expensive.

25. Your wins with attribution will outweigh your losses. You will hit hurdles and miss
data, but you’ll be far better prepared to make changes and improve vs being
completely in the dark.
“All models are wrong but
some are useful.”
- George Box

26. Common ChallengesProcess to Attribution

27. Process to Attribution
1. Strategy & Goals
2. Leadership Buy-in
3. Measurement Strategy
4. Data Centralization
5. Single Touch
Attribution
6. Multi-Touch
Attribution
It’s an iterative process

28. Strategy & Goals
● Where are you today and where do you want
to end up?
● Set Clear & Measurable Objectives (SMART)
(OKRs)
● Create Milestones with applicable KPIs to
measure success.
● Consider what your stakeholders want.
● Have an elevator pitch.

29. Strategy & Goals
Create a multi-touch attribution model that measures the impact of our marketing investments,
generate leads, and increases roi.
We’re going to do this by identifying all touchpoints and technology in the funnel, normalizing, cleaning
and centralizing our data so that we can build actionable reports using clean data.
We’ll track our attainment with reduction of duplication in our crm, # of standardized data fields,
feedback from sales, technology, and marketing.
Ultimately we’ll contextualize the value of our model by using the output to, plan 2020 marketing
investments, increase lead gen by x%, and cut wasted spend by y%.
The timeline and milestones for this transition is...

30. Leadership Buy-in
● Be a Salesperson
● Tie Attribution to Business and
Department Objectives
● Leverage Stories and Data
● Invite Them to Help
● *Maintain Buy-in with success stories*
C-Suite
Technology
Sales
Marketing

31. Leadership Buy-in
93% of high performers have integrated
marketing and advertising technology stacks
versus 69% of underperformers.
55% of high performers build
budgets
with their advertising teams versus
40% of underperformers.
- 2018 State of Marketing Report, Salesforce

32. Leadership Buy-in
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C-Suite
● Increase Sales
● Cut Costs
Sales
● Increase Leads
● Increase Sales
● Improve Retention
Marketing
● Prove Business Value
● Measure Tactics
● Improve ROI, Increase Leads, Less Waste
Technology
● Clean Data, Reduced Fields, Reduced Duplication
● Processes that Impact Revenue
● Few Reporting Tickets

33. ROI

34. Create a Culture of Measurement

35. Measurement Strategy
Map the Customer Touchpoints
Technology - Ownership - Data Storage - Unique Identifiers

36. Run a Data Audit
● Open Text Fields in Salesforce = Eeek!
● Contact / Lead Duplication
● Duplicated Fields
● Missing Data
● What fields are missing data?
● What collection can be automated?
● What don’t you need?
Measurement Strategy

37. Measurement Strategy
Standardize KPIs for each marketing tactic.
You’ll need these for optimization.

38. Measurement Strategy
IDEATIONOPTIMIZE
PLANANALYZE
IMPLEMENT
Consistent Process of Ideation,
execution, and optimization.
Do not create a culture of
reporting.

39. Data Centralization

40. Site Forms
Retargeting
Paid Search
Site Content
Video
Social
Webinar
Event Leads
& Registration

41. Centralizing Your Data
Parent
Campaign
Child
Campaign
Child
Campaign
Child
Campaign
Child
Campaign
Parent Campaign
Go to source for your sales and marketing team
to learn about the campaign, timelines, and
related assets.
Talk to your sales and marketing team to learn
what should be included and create a
standardized template.

42. Centralizing Your Data
Child Campaign
Child Campaign
Stores the tactical level data as well as leads / contacts associated
with each tactic for each campaign.
Recommended Data to Capture
● Campaign Name
● Campaign Type: Channel or Medium (social, email, webinar, video, ppc, display, etc...)
● Campaign Source: Source (email2, facebook, google ad, website, etc...)
● Budgeted Cost
● Actual Cost
● Expected Revenue
● Standardize Campaign Member Statuses

43. 2019 Q1 Target Account
Campaign Source
BrightTalk
Campaigns in SF

44. Single Touch
Attribution

45. Single Touch Attribution
Utilize Your Current Tech
● First & Last Touch Models are Available in SFDC
● SFDC Great Resources Here & Here
● Most Marketing Automation Platforms Have a Model
● Learn how the models are applied, and if needed,
customize to meet your needs.
Other Tools
● Excel
● Google Sheets
● Tableau
● Domo

46. Salesforce Example

47. Site Forms
Retargeting
Paid Search
Site Content
Video
Social
Webinar
Event Leads
& Registration

48. Single Touch Attribution
● Get really good at this before moving to multi-touch or at least before sharing
multi-touch results.
● Share results with Sales - Talk to them.
● Talk to your customers to validate your findings and learn about their journey.
● Review your data and optimize - You will find gaps.
● Share Stories
● But don’t take drastic action!

49. Success Story
Alex, a Marketing Director, at a Prospect account SN Life Company landed on
our site early Feb from a social media post. On our site, Alex read 3 Way to
Justify Recruitment Spend & How to Write an Effective Job Posting.
She filled out our Job Posting Pricing Request Form. 2 weeks later Alex signed
a contract for $10K including Jobs, DJR, Branding, and Profile. Alex continues
to consume content on our site with a Pardot Score of 209 vs. the Enterprise
average of 9.

50. Success Story
Retargeting Ad
Closed Won for
$80K
Engaged with
Site Content
Company
Event

51. Multi-Touch Attribution

52. Can You Answer Yes to These?
● Do you have team and leadership buy-in?
● Do you have a dedicated team member to manage the process?
● Have you filled your data gaps?
● Have you tested and optimized your first touch model?
● Do you have a solid data management & infrastructure in place?
● Do you have a consistent campaign process?
● Can you tell stories and take action with data?

53. Moving to Multi-Touch
Options
● Salesforce: Linear Model is Available
● Tableau / Domo: Custom Coding Required
○ Linear - Custom - Time Decay - Position Based - Algorithmic
Other Vendors...

54. Vendors We Reviewed
Bizible
Terminus
Conversion Logic
Allocadia
Convertro
Full Circle CRM
Internal Teams
DemandBase
Google360 (Adometry)
Salesforce CRM
Domo
Tableau
VisualIQ
Oracle
Hubspot
Pardot
Marketo
Act-On
Eloqua

55. Moving to Multi-Touch
Recommend working with a 3rd party. Which vendor
depends on your goals.
Attribution is complex, it will continue to increase in
complexity, and you should focus on insights and taking
action from your data, not building reports.

56. Benefits of a 3rd Party Solution
Save time & Internal Resources
Benefit from their experience & need to stay competitive
Improved UI performance
Added insight & actionable recommendations
Adds credibility to your numbers
Spend more time consuming and taking action vs. building
Access to new and out of the box reporting

57. Next Steps
Late: Set Goals & Get Leader Buy-in
Middle: Single touch model. Build Support.
Early: Move to multi-touch.
Super Early: You shouldn’t be here. – Tell good stories and
evangelize the value of attribution for the rest of us.

58. Adam Kirby
Director of Marketing
Mediacurrent
Open source development and
digital marketing agency
@akirby310
/in/adamkirby310
email
adam.kirby@mediacurrent.com
Thank you!

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