Digital advertising and marketing has matured greatly in the 15 years since last-click became the de facto attribution model. While last-click modelling gives all of the credit for a visitor converting, or purchasing, to the last advertisement they clicked on before they converted, or purchased, this decades old model is showing its age. Multi-touch models are gaining popularity, and for good reason. Spreading credit to various marketing channels, as opposed to one, gives marketers a more realistic way of giving credit and budgeting marketing dollars.
The global technology company AdRoll polled 1,050 marketers on how they deal with attribution, and how their attitudes have changed. The results show that overall patterns have changed and improved. According to responses, 93 per cent of general marketers track and analyze attribution campaign results, with a stronger emphasis on seeing how channels contribute to the overall marketing mix.
While B2B marketers are catching up with B2C marketers in some areas, 50 per cent of those surveyed still measure a campaigns success through ROI, and 36 per cent rate total conversions as a better benchmark for success. There is room for improvement with 13 per cent of the marketers surveyed saying that they track attribution, but are not sure how to effectively analyze results. And 6 per cent think that attribution and analytics are important, but are not sure where in fact to begin.
Increasingly, B2B marketers believe attribution is critical or very important to marketing success, and the Adroll survey indicates it has seen increasing awareness of its importance with 84 per cent surveyed this past year seeing it as critical practice compared to 35 per cent the year before. For B2B makerters, tracking is the first touch point and when pre-leads come in, it is very important to know if they came from social, or your content or through search. In B2B, that point of discovery and finding your brand is the first step to revenue.
Marketers insist that the future of attribution must include a better method of confirming that ads have been seen, and they are seeking better multi-touch attribution tracking and better technology for solving fractured user problems across devices.
Further, according to the marketing analytics and attribution software company Bizable, in B2B marketing, it is crucial to combine leads and opportunities into their respective company record to get the most accurate report of marketing touches, so you can give credit to each key marketing touch regardless of the person who generated that touch. In B2B marketing, lead nurturing and demand generation may be managed by different teams or individuals, so measuring revenue performance requires consensus on how much credit each touchpoint deserves.
It is also important for B2B marketers to understand where pre-leads are coming from, whether it is search, social or content.