Unlock multi-touch attribution with CRM campaign tracking

Analytics

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Brands with an offline transaction point often struggle to measure the full customer journey from acquisition source through to revenue. Often times, if revenue can be attributed back to something, it’s to the marketing channel responsible for the lead. This measurement is usually implemented with either a first or last touch attribution model for channel attribution and completely leaves out the rest of the customer journey.

The missing visibility and measurement is post lead acquisition. Once a lead enters our systems, how do we measure the effectiveness of our campaigns and lead treatments? Even better, how do we attribute revenue to content pieces and treatments applied to that lead in-funnel?

The answer may be something we already have access to. If you’re using a CRM to house leads then you likely have the tools to track middle of funnel activity at your fingertips with Campaign Tracking.

What is campaign tracking?

Campaign tracking within a CRM is technically an entity or object that tracks a variety of information about an event, mailing, emailing, or other marketing initiatives. It’s basically a container that houses all of the components of a campaign across channels and treatments.
Leads and contacts can be members of one or more CRM campaigns allowing visibility into the effectiveness of both single and multiple campaign influence across all levels of our funnel from lead to cash.

campaign graphic
Image credit: www.Salesforce.com

What are the benefits of CRM campaign tracking?

Depending on the CRM and how it has been architected and implemented, campaign tracking provides a significantly deeper level of insights and measurement including the ability to

  • Tie marketing activities to our sales pipeline
  • Compare the effectiveness of different marketing initiatives and their influence on each other
  • Measure mid-funnel activities alongside marketing channel attribution
  • Measure the effectiveness of content post lead acquisition
  • Inform the sales team of historical marketing activities via the contact record
  • Roll-up similar lead sources into a single object
  • Connect online & offline activities
  • Enable holistic ROI reporting
  • Preserve data integrity & maintain hygiene
  • Enables multi-touch attribution modeling within your funnel

Attribution and CRM campaign tracking

Now that measurement is enabled at such a granular level in-funnel we can see marketing activity influence across the funnel from lead to customer. This is where attribution really gets complex! Similar to the first-touch, last-touch, multi-touch debates on marketing channel attribution. Now we have these same debates in-funnel when attributing back to campaigns within our CRM.

Do we give credit to the campaign that initially acquired the lead?

Do we give credit to the campaign the lead responded to before they converted to an opportunity?

Do we give credit to the campaign that influenced the lead right before they converted to a customer?

First-touch attribution model

First-touch is pretty self-explanatory. In this attribution model, all credit is given to the very first action taken by the user that created the lead record.

attribute graphic
Images credit: www.Curata.com

The first-touch attribution has its advantages, it’s super easy to implement. The lead is tagged using a custom field and that field rides on the record all the way through the funnel to closed won. However, this model leaves so much of the

Read from Channel: Analytics & Conversion – Marketing Land

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