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Remember the last time you made a purchase? You clicked on an ad on Google, visited a website, saw the product, then went to the competitors to compare prices and features, came back via Facebook ads, talked with a few friends and colleagues, talked to a salesperson, downloaded the specs… And then a few dozen other actions.
Attribution is all about measuring all of these touchpoints along the customer journey and assigning value to them. This allows you to calculate ROI and identify the touchpoints that bring value.
Because you’re double counting. If you’re looking at your conversions on Google Ads and Facebook, they both claim credit for the same conversion (if the prospect clicked on ads on both Facebook and Google Ads).
And… Because you’re under-counting. If your prospect filled out a form after clicking on Google Ads, the lead source would be Google, while Facebook will have nothing to show for and zero ROI.
Attribution gives each channel its well-deserved credit and helps you calculate ROI in a way that helps to optimize your marketing investment.
You collect all of the touchpoints with your advertising, web and mobile, content assets, sales, and support. Then you sort these touchpoints in chronological order and assign credit to them based on their importance on the customer journey.
While attribution delivers great value, it needs data from multiple sources to work. For example, you need to integrate costs from your advertising, sales data from your CRM, and more. The good news is that you can use tools like Dealtale to integrate all of these data sources automatically!
Assign a value to touchpoints according to their importance on the critical path to conversion.
Give the same value to each touchpoint along the customer journey.
Give 40% of the value to the first touch, 40% of the value to the last touch, and the rest to the other touchpoints.
Assign 100% of the credit to the first touch.
Give 100% of the credit to the last touch.
Dealtale’s multi-touch attribution uses predictive modeling to help you understand the contribution of marketing and sales activities to the overall revenue. It attributes a portion of the revenue to each touchpoint along the customer journey to help you calculate ROI and optimize your spending.
Dealtale’s multi-touch attribution modeling uses a cutting-edge predictive algorithm to attribute revenue to your marketing campaigns and sales activities. It analyzes the critical path to conversion and the importance of every touchpoint on the path to conversion.
Compare the cost and attributed revenue to calculate your true ROI. Dealtale brings detailed cost information from advertising platforms, Google Sheets, and more so that you have all of your cost and ROI information in one place.
Dealtale is the only tool that lets you attribute revenue to individual ads, web pages, emails, trade shows, and more. Our multi-touch attribution lets you drill down from the channel level to the most granular points you’d like to analyze so that you can fine-tune your marketing spend.
