campaign attribution - how to capture all touch points using marketo

Lead Source & Campaign Attribution: How to Capture All Touch Points Using Marketo

Alexandre Pelletier, Director, Lead Management , gPractice at Yellow Pages

© 2010 Marketo, Inc. Marketo Proprietary and Confidential

Alex Who?

More than 13 years in the Digital MarketingUsing Marketo for more than 2 yearsDid multiple implementationsp pCame in 3rd place last year at Marketo idolNow Director of Lead Management Practice atNow Director of Lead Management Practice at Yellow Pages Group

blog.apelletier.com Twitter.com/apelletier

l @ ll ti

[email protected]


Agenda

Why Campaign Attribution?Capturing All Touch Points – The WorkReportingp gTake AwaysTips & TricksTips & Tricks


Why Are We Talking About Campaign Attribution?Campaign Attribution?


Why Campaign Attribution?

Everyone wants to know which campaigns attributed to the sale

Measure the real marketing contribution to revenue

Better visibility in campaign performancey p g p


My Initial Look At The Question

How many sales‐ready leads is each of my campaigns generating?

How much revenue is each of my campaigns generating?


My Initial Findings(it hurts to say it, but the reality is…)(it hurts to say it, but the reality is…)

There is no short easy way to determine what works best Period!

works best. Period!


Typical B2B Sales Cycle Scenario

Which campaign should get the credit?

0 8 (days) 27 43 52 Won

SEM(unknown)

Banner Ad(unknown)

Webinar(known)

Trade Show(known)

SEO(known)

“The de facto industry standard of measuring the value of campaigns or media placements by the most recent click orcampaigns or media placements by the most recent click or interaction is ripe for change.”

– Forrester Wave: Interactive Attribution, Q4 2009

,


2 Key Concepts for Marketing ROI Measurement

Campaign Attribution “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.” ‐ Forrester Wave: Interactive Attribution Q4 2009Forrester Wave: Interactive Attribution, Q4 2009

Campaign Influencep g The holistic view of each campaigns interaction a lead has responded to, that made him move forward in the buy cyclecycle.


Attribution or Influence?

Either way, you need to capture all touches

0 8 (days) 27 43 52 Won

SEM(unknown)

Banner Ad(unknown)

Webinar(known)

Trade Show(known)

SEO(known)

Marketo


Capturing All Touch Points – The WorkThe Work


Acquisio Needs

Track the first 5 visits of anonymous leadsAssign each visit to specific SFDC campaign Web ‐ Direct Web ‐ Referrer Web ‐ Organic Web ‐ Paid Web ‐ Paid Any other applicable campaigns


Defaults For Tracking Marketing ROI With Marketo & SFDCMarketing ROI With Marketo & SFDC

Method Limitation

O i i l Fi ld O l f l if tt ib ti d l iOriginal FieldsOriginal ReferrerOriginal Search EngineOriginal Search Phrase

Only useful if your attribution model is based on first interaction

gOriginal Source InfoOriginal Source Type

Lead Source Only useful if your attribution model is based on first interactionOnly tracks interaction when the lead is known

SFDC C i O l t k i t ti h th l d iSFDC Campaigns Only tracks interaction when the lead is known

Static or Smart Lists Only tracks interaction when the lead is known

known


How We Did It

Visit 1Direct

Visit 4Paid Search

Visit 5Any

Campaigns

Visit 2Referrer

Visit 3Organic

M k


Marketo

How We Did It:The JavaScript

Read the referrer URLCondition Source Type SFDC Campaigns

If there is no referrer URL Direct Web – Direct

If referrer is not a search engine

Referrer Web – Referrer

If search engine & contains Organic Web – Organicorganic information

If the page itself URL is a GA Tagged URL

Tagged based on campaign ID in the UTM_content

If the page itself URL is a GA Tagged URL & utm_content = "701400000005Qzu"

Tagged Web – Paid


701400000005Qzu

How We Did It: The JavaScript (cont’d)

Store the information in a cookie v1_time v1_source_typev1 referred url

v1_utm_campaign v1_utm_contentv1 utm medium v1_referred_url

v1_search_engine v1_keyword

v1_utm_medium v1_utm_source v1_utm_term_ y

Submit the information through the Marketo

_ _

Submit the information through the Marketo Munchkin when a Marketo form is completed


How We Did It:Marketo Campaigns

Created 10 CampaignsUsed a lot “Request Campaign” Action


How We Did It: Marketo Campaigns

Smart List: When a Lead is CreatedFlow:



Flow: Cookie Source Type Visits Assignment



Flow: Cookie Source Type = Direct

* Same kind of flow for Organic & Referrer Source Type



Flow: Cookie Source Type = Tagged



Flow: Cookie Source Type = Tagged (cont’d)


How We Did It: The Results In SFDC

3 campaigns before being captured


Reports


Reports

There is no magic path, all closed sales have a different marketing history

Reviewing the monthly won report is strongly advised.

Don’t just track campaigns, track content as j p g ,well


Reports

Number of leads by visits (touch point)

33% have 2 touch point 15% have 3 touch point 8% have 4 touch point 6% have 5 touch point or more


Reports

Number of leads by Source Type

37% are from any other Campaigns 29% are from Organic 23% are from Direct 7% are from Referrer4% are from Paid

4% are from Paid


Reports

Campaigns with opportunities


Reports

Why look at the opportunities?


Take Away

Attribution is not an exact science (yet!) and it takes many manual steps to get there

Determine your model and sketch the reportsDetermine your model and sketch the reports you want first

h iCapture as many touch point as you can

Keep the human touch in the reportingKeep the human touch in the reporting process


Tips & Tricks


Create Standard Tracking “utm_” Values Straight From Salesforce.com Values Straight From Salesforce.com

Create custom pick‐list field for each “utm_” you want to track Campaign Source (utm_source) C i M di ( t di ) Campaign Medium (utm_medium)

Campaign Term (utm_term) Campaign Content (utm content) p g ( _ ) Campaign Name (utm_campaign)

Create a custom formula field


Create Standard Tracking “utm_” Values Straight From Salesforce.com Values Straight From Salesforce.com

And voilà!

Benefits:Benefits: Standardize tracking within Google Analytics Centralize all of your “utm ” inventory

Centralize all of your utm_ inventory


More About The Lead Source

Lead Source is the initial contact with a lead

Determine your best source for net new leads in terms of quantity. This is Useful!q y

Few tips about the Lead SourceFew tips about the Lead Source Always keep the oldest value when merging records In fact, it should never be changed (block field updates)


How To Block Field Updates For The Lead Source?For The Lead Source?


Thank You!


campaign attribution - how to capture all touch points using marketo

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