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How do you handle attribution modeling to accurately attribute leads and conversions to the appropriate marketing channels?

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2 Answers
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  1. Mike Braund
    Mike Braund

    Komodo Health VP Revenue Marketing • 6mo

    We use what I think is a pretty standard measurement frame work. We track both the offer (thing being promoted) and the channels that get you to the offer. UTMs are the key to tracking the channel information. We use CRM campaigns to track conversions and engagements with the offers we promote, like events or content. The answer from there can get lengthy, and depends on the things you specifically want to be able to measure. Some examples for us on the CRM side are to track the original channel ...Read More

    395 Views
  2. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 11mo

    Attribution modeling is tricky because most traditional models can over credit the last or first touch without showing the true impact of each channel. To get closer to reality, I lean heavily on incrementality testing.Incrementality testing helps isolate which channels are genuinely driving new leads or conversions versus those that are just capturing activity that would have happened anyway. That means setting up controlled experiments, like holdout groups, where a portion of the audience is e ...Read More

    394 Views

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