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

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Digital is measurable.

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Digital is measurable.

Analytics are noisy.

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

Webmarketing123 Digital Marketing Survey

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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

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What is Attribution?

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

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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

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

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1 Referral from a travel website

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Boutique hotel Paris

2 Organic Search “boutique hotel Paris”

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3 Referral from Twitter, or a Social result on Bing

Facebook /BingIntegration

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4 Paid Advertisement on Search Engine

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5 Display Ad

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6 Branded Organic Search “Hotel le Petit Paris”

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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.

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

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9 Purchase!

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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?

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Which Channel Gets the Credit?

Linear- all equal

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Which Channel Gets the Credit?

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

Last Touch

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

First Touch

Which Channel Gets the Credit?

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

Which Channel Gets the Credit?

Custom

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

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Which Channel Gets the Credit?Funnel-Position

weighting

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Which Channel Gets the Credit?

Custom

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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

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

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What can Attribution do for you?

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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?

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What’s at Stake?

eConsultancy, Feb 2012

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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

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.

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Can you track revenue attributed to specific search terms?

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Search data + CRM = Understanding Search ROI

KeyTouch Attribution Tool

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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.

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Attribution enables data-driven decision-making

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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

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Barriers to Attribution / Keys to Success

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• 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

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Request a Consultation: seo@webmarketing123.com | bit.ly/wm123seo

Connect with the Host: Alex.D@webmarketing123.com

Speak with one of our Analysts

facebook.com/webmarketing123webmarketing123 @webmarketing123

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

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