W-shaped attribution generally gives credit to when the first touchpoint happened, when the prospect became a lead and when the lead became a qualified lead. In a nutshell, it takes into account multiple touchpoints along the buyer’s journey, but it does it in a way that gives credit based on where touchpoints appear. Additionally, it falls into two main categories: multi-touch and position-based attribution. W-Shaped Attribution as the name implies resembles a ‘W’ when you visually look at the way it assigns credit. Weight or Importance – Did the touchpoint set off a significant chain of events that eventually led to a conversion? Did the touchpoint itself lead to a conversion?ĭue to its ability to consider multiple factors like cost, timing, conversion, engagement, this attribution modeling approach is one of the most effective ways to track value from beginning to end, across a customer journey.Closed Won/Lost: Was it a sales dinner? A special invite or a check-in with your sales team that helped close the deal?.Opportunity Creation: What was the last activity a person did prior to an opportunity being created?.Lead Creation: What activity converted the prospect? Did they register for a webinar? Did they convert via a social lead gen form?.First Touch: What activity generates interest? Was there a social media ad they clicked to land on your homepage, that cookied their record?.Multi-touch attribution considers uses touchpoints in relationship to milestones when attributing credit to events: The goal of multi-touch attribution is to help you allocate future marketing dollars toward the most effective touchpoints that help generate interest, convert and move prospects down the funnel to close-won. He has also worked closely with Merkle's key enterprise tech partners to help clients rise to the challenge of bringing the different marketing disciplines together to work harmoniously.īen is a keen supporter of the efforts of Merkle’s Diversity, Equity and Inclusion committee, with particular involvement in promoting the Gender and Ethnicity pillars.Multi-touch attribution gives revenue credit to each customer touchpoint that helped close a deal. Most recently, he led the integration of the company's digital and customer analytics teams, to create a combined analytics practice which is unique to Merkle. His career to date has seen him occupy lead roles across the disciplines of analytics, performance media and data and martech. Ben originally formed part of the leadership team for Merkle’s first EMEA acquisition, the multi-award-winning Periscopix. His experience supports our wider business integration as martech platforms continue to grow. His team specialise in strategic consultancy, CRM, technical consulting, analytics, and real-time decision management solutions.ĭuring his 15 year career at Merkle, Ben has worked to bring the Agency Services and Marketing Solutions businesses closer together and to empower clients' customer experience transformations through tech. He leads a team that is responsible for the implementation, integration and management of clients’ data and technology, ensuring that they are getting the most out of their investments. Ben leads Merkle's data and marketing technology division across EMEA.
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