What is Campaign Attribution?
By the end of this lesson, you’ll be able to:
- Describe and understand the basic use cases for Campaign Attribution
- Know the key differences between different model configuration methods: First Touch, Last Touch, Multi-Touch Even Spread, and Multi-Touch Weighted Models
Full Circle Campaign Attribution is a native Salesforce application that enables marketers to reveal the campaigns that are performing best and contributing most to revenue. Campaign Attribution models can be created to automatically calculate the specific revenue amount each Campaign is contributing. With Full Circle Campaign Attribution, you get powerful attribution models out-of-the-box and the flexibility to customize for advanced multi-touch and multi-variable attribution, with features that help fine-tune your attribution model to fit your unique sales cycle and business needs. Let’s dive into some example use cases.
Revenue & Pipeline Analysis
See exactly which Campaigns and Campaign Types are contributing to pipeline and revenue. This example is using a multi-touch attribution model. The chart on the left shows attribution on Won Opportunities. The chart on the right shows attribution on Open Opportunities (still in Pipeline). These reports can be drilled into to understand what Campaigns are contributing most, or pivoted on any other dimension your organization might be tracking in Salesforce.
Create Multiple Models to Fit Your Business
Leverage up to three powerful attribution models (single-touch and multi-touch) that work out-of-the-box to provide immediate insights for marketing mix optimization. Fit your model to your unique sales cycle and marketing goals with the ability to customize weightings, incorporate custom variables, and cross-compare model results.
In this example, we have 3 models active and 2 models inactive all with varying configurations and weighting. Your organization can easily swap out models to cross-compare results. One use case for having multiple models may be that different sectors of your business have different sales cycles. In the example below, there is a separate model for Hardware Opportunities that have a longer sales cycle (and thus a longer timeframe for attribution) vs. Software Opportunities.
View Attribution Data from Any Dimension
See the precise attribution data right inside of Salesforce and get as granular as you want across any dimension you track in Salesforce (industry type, revenue tier, contact role, and more).
In this example, we are viewing attribution from won Opportunities by both Campaign Type and a custom dimension called Market Segment. Drilling down on Market Segment will help our organization understand whether certain Campaign Types resonate better with an enterprise audience or an SMB audience. Being able to pivot the data on any dimension captured in Salesforce will help you make informed, targeted marketing decisions.
Drill into Attribution Metrics on Specific Opportunities
See how your attribution models divide up revenue for individual opportunities, and cross-compare attribution results. Full Circle Deal Explorer displays cumulative Lead and Contact interactions on every Opportunity. Use Deal Explorer to drill down into individual Opportunities to view critical campaign influence metrics, across three side-by-side attribution models, and visualize event history relative to Opportunity stages. Deal Explorer can be extremely helpful to identify Campaigns that were effective on key deals. The insights gained can help identify Campaigns that may be effective at closing similar deals.
Model Configuration Methods
When implementing Full Circle Campaign Attribution, your organization can choose to configure your models using several different methods. Provided below are examples of some common methods and when an organization may choose to use each method. Before we get started, let’s go over some key terminology used throughout our lessons:
Single-Touch Attribution: Assigning credit to a single campaign that influenced an opportunity (typically based on first/last touch).
Multi-Touch Attribution: Assigning credit to multiple campaign touches that influenced an opportunity (even-spread, weighted).
Campaign Attribution Model: A set of rules that determine how credit for opportunities should be attributed to various touch points.
Weighting: The amount of credit that is given to each campaign touch aligned to an attribution model.
Model Configuration Example: First Touch
Let’s take a look at a Closed Won Opportunity with a total revenue amount of $20,000. This Opportunity has the following 4 related Campaign touches on Contacts related the Opportunity. Touch 2 occurred directly before the Opportunity was created and Touch 4 occurred directly before the Opportunity was Closed/Won.
In a Campaign Attribution Model that is giving weight only to the First Touch, the entire $20,000 is attributed to the Touch 1, Whitepaper campaign:
Touch 1: $20,000
Touch 2: $0
Touch 3: $0
Touch 4: $0
This type of model configuration is a single-touch model typically described as a First Touch model. First Touch models provide insight into the early stages of the revenue cycle and can provide a marketer with greater insight into which Campaigns generate Leads that ultimately convert into Customers. However, a First Touch model overvalues awareness Campaigns and discounts the other touches along the buyer’s journey. Finally, in a First Touch model it can be difficult to account for the quality of the Campaign until the deal closes and may be skewed by a particularly large deal or long sales cycle.
Model Configuration Example: Last Touch
Looking at the same $20,000 Opportunity in a model that is giving weight only to the Last Touch, the entire $20,000 is attributed to the Touch 2, Webinar campaign:
Touch 1: $0
Touch 2: $20,000
Touch 3: $0
Touch 4: $0
This type of model configuration is a single-touch model typically described as a Last Touch model. Last Touch typically describes the touch that occurred right prior to the Opportunity being created. First Touch models provide insight into the middle stages of the revenue cycle and can provide a marketer with greater insight which Campaigns are driving Opportunity creation. However, a Last Touch model can undervalue awareness campaigns and touches that may occur during the course of the Opportunity that ultimately drove to the purchase.
Model Configuration Example: Multi-Touch Even Spread
Looking at the same $20,000 Opportunity in a model that gives all touches an even amount of weight, each touch will receive $5,000 of credit:
Touch 1: $5,000
Touch 2: $5,000
Touch 3: $5,000
Touch 4: $5,000
This type of model configuration is a multi-touch model typically described as an Even-Spread model. Even Spread models provide greater insights into all of the touches that influenced Opportunities and is therefore more comprehensive than a single-touch model. However, Even-Spread models can overvalue high volume campaigns that may be influential on most Opportunities. For example, an email newsletter that is sent to your entire database may influence most of your Opportunities but it can be relatively low impact compared to other Campaigns.
Model Configuration Example: Weighted
Looking at the same $20,000 Opportunity in a model that gives greater credit to the First Touch & Last Touch and even credit to the Touches in between, the attribution breakdown may look similar to the following:
Touch 1: $7,500
Touch 2: $7,500
Touch 3: $2,500
Touch 4: $2,500
This type of model is a multi-touch model typically described as a custom weighted model. In this particular weighted model the touch that generated the lead (Whitepaper) and the touch that led to Opportunity creation (Webinar) receive greater credit than all the other touches due to their relative importance for this particular organization. The possibilities with weighted models are limitless. For some common configurations (U-Shaped, W-Shaped, etc.), we recommend taking a look at the Full Circle Attribution Cheat Sheet.