stop guessing & get smart with lead attribution

@webmarketing123

Stop Guessing and Get Smart with Lead Attribution

Alex DunksSearch Marketing Advisor

A journey of a thousand dollars begins with a single click

@webmarketing123

Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results.

• Custom KPI-based Scorecards• Dedicated teams• Proprietary Attribution Tool

Digital Marketing Agency specializing inSEO | PPC | Social Media | Website Design

@webmarketing123

1 Measurement a Top Challenge

2 Understanding the Customer Journey

3 What Can Attribution Do for You?

4 Tie Search Marketing Data to Your CRM

Agenda

@webmarketing123

Digital is measurable.

@webmarketing123

Digital is measurable.

Analytics are noisy.

@webmarketing123

Measurement & optimizing are the top challenges for in-house digital marketers

Webmarketing123 Digital Marketing Survey

@webmarketing123

Measurement continues to be the greatest frustration for digital marketers

We surveyed over 500 marketers in our 2012 State of Digital Marketing Report*

* Survey Report to be released In late August

2 in 10Are frustrated with PPC measurement

Couldn’t measure impact of SMM

Are unable to accurately attribute SEO ROI

4 in 10

7 in 10

@webmarketing123

What is Attribution?

Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints.

@webmarketing123





Agenda

@webmarketing123

0 I’m going to take my wife to Paris for our 10th anniversary…

@webmarketing123

1 Referral from a travel website

@webmarketing123

Boutique hotel Paris

2 Organic Search “boutique hotel Paris”

@webmarketing123

3 Referral from Twitter, or a Social result on Bing

Facebook /BingIntegration

@webmarketing123

4 Paid Advertisement on Search Engine

@webmarketing123

5 Display Ad

@webmarketing123

6 Branded Organic Search “Hotel le Petit Paris”

@webmarketing123

7 “Not Provided”

This time I visited the website while logged into Google so my visit shows up in Analytics as “not provided”- with no identified source.

@webmarketing123

8 Direct: I typed in: “Hotel le Petit Paris”

@webmarketing123

9 Purchase!

@webmarketing123

1 Referral - website 2 Organic Search (non-branded)3 Referral - Social4 Paid Ad5 Paid Display Ad6 Organic Search (branded)7 (not provided)8 Direct

Which Channel Gets the Credit?

@webmarketing123


Linear- all equal

@webmarketing123



Last Touch

@webmarketing123


First Touch


@webmarketing123 $10,000 Conversion: $6,250 $1,250 $1,250 $1,250


Custom

$10,000 Conversion: $3,750 $830 $830 $840 $3,750

@webmarketing123

Which Channel Gets the Credit?Funnel-Position

weighting

@webmarketing123


Custom

@webmarketing123



@webmarketing123





Agenda

@webmarketing123

What can Attribution do for you?

@webmarketing123

You can’t optimize your overall media mix or individual channel strategy unless you understand how each marketing channel works and how the overall program works together.

What’s at Stake?

@webmarketing123

What’s at Stake?

eConsultancy, Feb 2012

@webmarketing123





Agenda

@webmarketing123

The key to digital marketing is knowing which channels are the most effective for your business.

But you can’t properly assess your SEO and Paid Search Campaigns unless you can link keyword searches to closed deals.

@webmarketing123

Can you track revenue attributed to specific search terms?

@webmarketing123

Search data + CRM = Understanding Search ROI

KeyTouch Attribution Tool

@webmarketing123

Attribution shows you which marketing channel led to closed deals, directly in your CRM, and allows you to start refining marketing program allocation based on actual revenue instead of just conversions.

@webmarketing123

Attribution enables data-driven decision-making

@webmarketing123

Attribution only makes sense in the context of goals and strategyGOALS First, define what winning looks like

• What are your business objectives and desired outcomes?• Proactive vs. reactive analytics

STRATEGYNext, select the best channels to achieve these objectives

• How long is your sales cycle? • Where do your leads come from? • What do you know about previous successes?

MEASUREMENTThen, set-up a framework for understanding performance

• Identify KPIs• Develop ongoing scorecard• Create benchmarks and projections

– Including revenue attributed by channel

@webmarketing123

Barriers to Attribution / Keys to Success

@webmarketing123

• Adopt a measurement mindset. Data can make you a hero at your company.

• Ask your in-house team or agency how they are currently measuring success.

• Make sure your measurement framework generates actionable intelligence.

• It’s not enough to know which channels are generating the most leads. Which are contributing the most revenue?

Key Takeaways

@webmarketing123

Request a Consultation: [email protected] | bit.ly/wm123seo

Connect with the Host: [email protected]

Speak with one of our Analysts

facebook.com/webmarketing123webmarketing123 @webmarketing123

• Free SEO check-up for your website

• Help identifying custom metrics and measurement framework

• Comparison of Paid Search vs SEO for your company

• Learn what it’s costing not be ranking high on Google

Schedule a 30-minute complimentary consultation that includes:

stop guessing & get smart with lead attribution

Business