What is Driving Your Leads? 10 Steps to Attribution Analysis

@BrightFunnel #FunnelFest
What is Driving Your
Leads? 10 Steps to
Attribution Analysis
Jeff Coveney, President, September 28, 2017

• RevEngine Marketing helps clients make
the most of their marketing technology
investments.
• Repeatable and measurable marketing
system.
• Streamlined business processes.
• Focus on Marketo & other supporting
technologies.
A Little Background

• The pretty picture we can share with our team.
What We All Want – Insights that Matter

• What we hear often……
• “Our reports don’t make sense.”
• “Insights are blurry due to data
issues.”
• “We aren’t collecting the data we
need.”
• “Why is reporting so hard?”
The Reality – There is No Easy Button
The Strategy You Put In =
The Vision You Get Out
What’s Wrong with this Picture?

• Your Marketing Technology
Maturity Journey
• Key concepts
• 10 ingredients for developing an
attribution strategy
• From web insights to closed loop
analysis
• 18 fields essential to tracking
• And more
• The Good Stuff – Some reporting
examples
Today’s Agenda

You Can’t Fast Track to Go

Ongoing refinement and iteration is required throughout the journey.
Long Term Benefits
A repeatable and measurable
marketing system.
• Vision into business success
• Marketing efficiencies
• Sales intelligence
• Enhanced business processes
1. Initial
Goal: Get the shiny toy
working and get early wins.
• Domain setup
• Website tracking
• Basic scoring
• Email
.
2. Foundation
Goal: Establish Marketing business
processes for long term scale.
• Marketing initiatives mapped to
Programs
• Landing page and forms strategy
• Set attribution strategy
• Data and Sync infrastructure
• Naming conventions
3. Execution & Adoption
Goal: Begin driving
programs in a repeatable
fashion.
• Program management
• Lead management
• Basic nurturing
4. Awareness (V)
Goal: Drive intelligence to
Sales and exec teams to
show value and drive cross
functional adoption.
• Data enrichment
• Lead scoring
• Alerts
• Basic reporting
5. Attribution & Insights (V)
Goal: Leverage results to
make better business
decisions.
• Reporting strategy
• Deploy attribution system
6. Predictable Funnel (V)
Goal: Leverage success to drive a
predictable business model.
• SLAs
• Stages defined and enforced
• Sales and Marketing alignment
Attaining success a long-term initiative with several key phases.
(V) = Where Value is Realized
Marketing Technology Maturity Journey
The Issue
Many companies try to
skip steps BEFORE key
initiatives are set.

Drive for show
Attribution: How is Your Drive?
And putt for dough

• There are rarely holes in one in business.
• Multi-touch
• Leads come from many different sources and request various assets.
• Gain insight into marketing investment.
• How to did the lead get to us?
• What did the lead want?
• What’s the original touch? The last touch?
The Importance of First and Last Touch

• Provides insights from web to closed loop analysis.
• Have these work TOGETHER.
Three Attribution Intelligence Points
Intelligence Point Data Lives in Intelligence Ideal for
Campaign Campaign Campaign membership Multi-touch
Lead source/asset Lead All known records including web
conversions & offline activity (e.g.
list imports)
1st and last touch
Google UTM Lead Anonymous & web conversions 1st and last touch
1
2
3
45
Campaign Lead source/asset Google UTM

• Determine how you want to track your sources and assets.
• Lead Source should closely parallel Campaigns.
• How did leads get to you? What did they want?
1. Choose Your Buckets
Lead Source Content Asset Google UTM
Recommend keeping separate from
lead source and asset values (maybe).
Different set of metrics.

• Keep Lead Source and Lead Source Details SEPARATE.
• Consistency is vital.
• Lead Source: Website
• Lead Source Detail: WS_Organic
• Content Asset: Case_Study
• Content Asset Detail: CS_2017_10_24_Best_Practices
• Maintain Defaults Grid so you can keep track of values.
2. Determine Naming Convention
Bad Good
Case_Study

• Collect up to 18 data
points on each marketing
interaction.
• Web clicks
• Form fills
• Data imports
• Recommend keeping
Google and
Source/Content different.
• Different data points and
goals
3. Decide on Fields to Collect Intelligence
Fields Example Lead 1 Example Lead 2
Lead Source PPC Website
Lead Source Details PPC_Google WS_Organic
Asset Whitepaper Demo
Asset Details WP_Top_10_Tips DM_3_Minute Video
Last Lead Source Website Online Advertiser
Last Lead Source Details WS_Organic OA_SC_Magazine
Last Asset Evaluation Case Study
Last Asset Details EV_Product_ABC CS_Finance
utm_source google
utm_medium cpc
utm_term Password best practices
utm_content banner_ad_white
utm_campaign 2017_google_campaign
Also include 5 last touch equivalents of UTMs
FirstTouchLastTouch
Source&Content
Lead-levelintelligence
UTMTracking
Google
WebAnalytics
The Attribution18

• Make sure the field updates are set appropriately.
• Original fields always stay the same
• Last fields are overwriteable
4. Maintain Intelligence for First Touch Data
2016 Patriots Team2001 Patriots Team
1st Superbowl Win – Never Changes Last Superbowl Win – Always Changes

• Add Attribution18 as hidden fields
and/or Java Script.
5. Capture the Data Consistently
Method 1: Forms Method 2: File Imports
Link Example
http://go.xyzcompany.com/land.html?LSD=OA_SCMagazine_2018
• Add Attribution18 fields with values
to data file BEFORE import.
• Part of an import template.

• Create links using a URL builder OR Google sheets builder.
• Use Free Google sheet template from RevEngine Marketing.
• Every link should be trackable.
• Emails
• Social
• Partner
• And more
6. Build New Links
Link Example
http://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018

• Make Your Leads Sticky with the Sticky Tape System
• The original tracking info is maintained until a conversion
occurs.
Step 6 BONUS. Common Link Problem
Lose tracking over multiple pages
https://www.example.com/?utm_source=social&utm_campaign=my_awesomecampaign
• The Teflon “Non-Sticky” Lead – Intelligence is Lost
• Situation: Person visits site with trackable link but doesn’t convert right away.

• Provides multi-touch analysis based on the value.
• Easy to maintain for your marketing team.
7. Associate People to Campaigns
IF a person fills out a form AND Last Lead Source Detail = a
specific value.
http://go.xyzcompany.com/landingpage.html?LSD=OA_SCMagazine_2018
THEN Add to your CRM or Marketing Automaton
Program/Campaign.
OA_SCMagazine_2018

Develop a strategy to populate existing data.
8. Gain Vision on Historical Initiatives (Or Not)
Simplest
• Do Nothing
Moderate
• Normalize: Adjust data like Wbsite to Website
• Populate blank with something like “Legacy.”
Advanced
• Create Programs to backfill legacy data
• Example: If Attend XYZ webinar and lead was new,
back fill original source info with XYZ.

9. Create Reports to Gain Insight (Basic)
Reporting and Analytics

9. Create Reports to Gain Insight (Salesforce)

• Placeholder for some BT reports
9. Create Reports to Gain Insight (Advanced)
• Multi-touch attribution
on a campaign level
• Multi-touch
attribution report for
channels

• Update Lead and Contact records
• Integrate into various Queue views
• Build into alerts
10. Give Sales Better Intelligence
Sales Intelligence
Alert Example SF.com

• Trigger campaigns based on most recent touch.
• Provides more marketing flexibility.
BONUS: Streamline Marketing
Triggered Marketing
Send alert for select asset types (Evals)
Create a list of partner generated leads
Track last touch before an Oppty creation

• The Strategy You Put In =The Vision You Get Out
• Follow the 10 steps
• Develop your buckets and naming conventions
• Decide on a backfill strategy
• And more
• Need assistance creating your attribution system? Reach out to me.
• jcoveney@revenginemarketing.com
• Download our eBook
• Preorder at www.revenginemarketing.com
• Available Mid Oct
Wrap-up

• Are you (or plan to) use Google Analytics for link tracking?
• utm_source, etc
• Adds a level of complexity IF you want to complement the lead source
strategy
• Why? Slightly different
• Recommend (maybe):
• Keep separate from LSM unless can map 1-to-1.
Other Considerations – Google Tracking

• utm_campaign - identify a strategic campaign
• example: utm_campaign=book-launch-2017-may
• utm_medium - identify the medium the link was used on such as: email, CPC, or
other method of sharing.
• example: utm_medium=email
• utm_source - identify the source of your traffic such as: search engine, newsletter,
or other referral.
• example: utm_source=newsletter
• utm_term - suggested for paid search to identify keywords for your ad.
• example: utm_term=wordpress-theme
UTM Details

• Go to Admin and select your LS8 fields
4. Block Updates in Marketo
Four Original Fields – Block Updates Four Last Touch Fields – Overwrite

• Fill out forms
• Ensure data is passing through properly
9. Test Test Test.

• It’s not just about reporting and analytics
Better Visibility to Streamline Marketing
Sales IntelligenceTriggered MarketingReporting and Analytics

• The Teflon “Non-Sticky” Lead
• Applies to companies using UTM/URL parameters.
• Situation: Person visits site with trackable link but doesn’t convert right
away.
• That trackable link is LOST by default.
• Lose attribution to the spend.
• Usually happens with Google and other SEM vehicles.
The Problem – Loss of Tracking Intelligence
https://www.example.com/?utm_source=google&utm_medium=cpc
Lose tracking over multiple pages

• Benefit: Boost tracking accuracy.
• The original tracking info is maintained as person visits the site until a conversion
occurs.
• Intelligence is sticky.
• How? Combination of:
• Overall Strategy (First touch/Last touch, Naming)
• Adjustment of forms to include hidden fields.
• Customized java-script on your site.
• Cookie collection.
Tip: The Sticky Tape System

What is Driving Your Leads? 10 Steps to Attribution Analysis

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