1. Overview of Marketing Attribution
1.1 What is Marketing Attribution?
- Marketing attribution analysis can be understood as the application of a statistical method, which refers to the touchpoints that achieve conversion goals for different touchpoints of different marketing channels experienced in the user journey through certain logical rules within a specific time period Conduct contribution value assessment.
- FenShare's marketing attribution product is used to analyze the contribution of marketing activities to business opportunities and orders. Intelligent tracking of customer marketing journeys, based on the first, last, linear and U-shaped attribution model settings, multi-touch attribution marketing activities on the influence and contribution of lead conversion transactions, helping marketers to measure market ROI more comprehensively and accurately.
1.2 Why do you need marketing attribution?
- Traffic bonus channels are constantly changing, and the cost of customer acquisition is increasing year by year. It is necessary to reduce costs and find better channels for customer acquisition and conversion. At the same time, performance-oriented marketing is becoming more and more important, and the responsibilities of the marketing department have changed. The marketing department needs to undertake more KPIs for the company's sales performance, which specifically involves the assessment of business opportunity contribution.
- Finding low-cost and high-efficiency ways to acquire customers, sourcing most of the performance output paths, and finding the best combination of marketing channels has become an urgent concern for marketing personnel, especially CMOs.
1.3 Application Scenarios of Marketing Attribution
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There are many online advertising channels, how to identify high-quality channels? In order to use the limited delivery costs on more cost-effective channels?
- Quantifiable marketing effect: By tracking the execution and conversion contribution of different marketing channels in the marketing funnel (that is, how many business opportunities/orders are generated), the ROI and cost performance of each marketing channel can be retrospectively evaluated to help scientifically adjust the distribution ratio of marketing channels .
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The company sets an annual new purchase performance target of 100 million, of which the marketing department needs to bear 20% of the performance contribution, and set sub-targets for the online delivery group, content marketing group, and offline activity group. How to evaluate the performance completion of the marketing department and its sub-departments?
- Traceability of business opportunity orders: Evaluate the KPI compliance status of different channels and different market teams, calculate performance contribution, and then carry out reasonable performance performance sharing.
2. Business operations of marketing attribution
2.1 Create a new marketing attribution trigger rule
- Entrance: CRM background management - business rule management - marketing activity management - marketing attribution
- Version Control: This feature needs to be purchased separately.
- Only one set of rules can be set per tenant.
1. Basic information
- Marketing attribution rule name: fill in as required
- No description for marketing attribution: just fill in as needed
2. When to Trigger Marketing Attribution Model
- Trigger object and trigger node: Refers to the target conversion event, that is, what behavior is taken as the final assessment behavior.
| trigger object | trigger node |
| Business Opportunity 2.0 | new, win |
| sales order | new build |
- Trigger attribution data conditions: call the selected trigger object field, fill in as required, or select all.
3. Choose an attribution model
*Attribution model refers to a rule or set of rules that determine how to assign credit for sales and conversions to touchpoints in a conversion path.
| Attribution Model | Description of contribution ratio | Applicable scene |
| first model | 100% contribution to the first event | It is most effective when the company is in the market development stage and focuses on new acquisition and channel optimization. |
| last model | 100% contribution to the last event | Short-term delivery, businesses with few conversion paths and short cycles can help quickly improve the effect. |
| linear model | All associated activities contribute equally. For example, if there are 5 related activities, the contribution of each activity is 20% | For companies looking to stay in touch with customers throughout the sales cycle and maintain brand recognition. |
| U-shaped model | The middle contribution can be assigned to both ends. The default contribution of both ends is 40%, and the middle contribution is 20%. Customization is supported, and the sum of contribution percentages must be 100%. | It is suitable for B2B business scenarios (complex transaction characteristics and long sales cycle), or companies that attach importance to lead sources and sales promotion channels. |
4. Automatic association settings
- Which trigger point of the trigger object is used as the starting point: it is used to confirm the node to be converted, that is, what behavior is used as the contact point for credit division.
- If you select the business opportunity win contact as the attribution trigger point, you can choose New or Win as the starting point. In other cases, you can only choose to create a new one.
- Lookback cycle: also called lookback window, starting from the time when the user completes the conversion, set a lookback window time, and only the related activities generated within this time will be included in the conversion attribution.
- Eligible marketing activity range: call the marketing activity object field, fill in as required, or select all.
- Activity data that has an impact = {The start or end time of the activity is within the lookback period and meets the data filtering range}
- Attribution Path: Refers to the channel that can be automatically linked to the campaign that influenced the goal conversion event. The system will automatically find related marketing activities through the following 5 paths:
- Order/Opportunity-Customer-Active Member-Market Activity
- Order/Opportunity-Customer-Contact-Active Member-Market Activity
- Orders/Opportunities-Customers-Leads (Lead Conversion Records)-Active Members-Market Activities
- Order/Opportunity-Customer-Contact-Lead (Lead Conversion Record)-Active Member-Market Activity
- Business Opportunity-Main Lead-Active Member-Market Event (Special)
As shown in the figure, the start time of campaign B, the start and end time of campaign C, and the end time of campaign D are within the range of impacted campaigns, so these three campaigns will participate in the calculation of attribution results; campaigns The start or end time of campaign A and campaign E are not within the scope of the impacted campaigns, so these two campaigns are not involved in the calculation of attribution results.
2.2 How Marketing Attribution Works
Attribution Models are dependent on the Campaign Object, Opportunity/Order Object, and Campaign Contribution Connection Objects
The system will automatically find the associated activity members through the customers associated with the target conversion object (business opportunity or order), and then record all the marketing activities in which the user participates in the interaction. When a target conversion event is generated, the model will start an attribution model scan, find eligible campaigns, and automatically create a campaign contribution record through API based on model assignment rules.
Campaign Objects: Records the number of opportunities impacted by each campaign.
Opportunity 2.0 or Sales Order Objects: Calculate the market activity contribution percentage for each opportunity or order.
3. Case Analysis
Case: Xiao Wang wants to help the company purchase a CRM product, participate in multiple marketing activities through different marketing channels, and pay attention to Funshare CRM at the same time.
Attribution Rules:
- The goal conversion event is the creation of an order, with new creation as the starting point, backtracking the market activity data that has impacted within 90 days
- That is, if the order is successfully created on April 13, 2021, it needs to be traced back 90 days from this point to find all market activity data associated with the customer associated with the order during this period, that is, participate in the attribution calculation The effective time of the marketing activities is [January 13, 2021-April 13, 2021]
Simulate the attribution results using different models
