“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
— John Wanamaker, Marketing Pioneer

Marketing departments are beholden to the bottom line – you are a big part of keeping the enterprise afloat. But when you’re spending on television and paying for a social media team, you have a a content team to feed inbound marketing and you’re employing other marketing tools, how do you justify the spend?

How do you find out what is really paying off for you, so you can invest your marketing dollars in what works?

The answer is attribution.

With all the data coming in via email, social media, customer surveys and even the U.S. mail, marketers need a way to automate the process of attributing leads and sales to marketing spend.

There are several ways to do that. One is by crediting the last channel that pushed the lead to a sale – sure there were wall-to-wall television ads about a product, but if the customer made a purchase after coming through a social media link, social media gets the credit. This “last touch” attribution is in the category of Single-Touch Attribution.

In a mobile environment, Moble Attribution tools measure events such as app install, in-app purchase or number of repeat app launches or deletes.

A completely new way of looking at attribution is Unified Marketing. Unified Marketing Attribution tools credit sales conversions to the marketing channel through which the customer came prior to a purchase by marrying Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) tools.

However, most marketers are looking to start with Multi-Touch Attribution.

Multi-Touch Attribution tools credit sales conversions to the marketing channel through which the customer came prior to a purchase. Each channel (social, television, word-of-mouth) is scored, with the intention of weighting campaigns and matching spend for each channel effecting a sale. This is sometimes called cross-channel attribution because television may have driven the lead to social media, and that activity is tracked across channels.

This means a group of leads can be scored as 50 percent social media, 10 percent television and 40 percent direct mail. Or any combination of any channel.

How are you going to attribute your marketing spend? Here are some Multi-Touch Attribution tools to examine.

 

Bizible is an integrated marketing attribution platform that helps marketing professionals to form a unified understanding of customer lifetime value and marketing ROI. Bizible aims to link specific marketing data to revenue by connecting CRM, PR efforts, customer support, and ad networks in one space.
BEST FEATURES: With API connections to ad networks, quickly identify the channels and keywords converting to revenue. All data is securely stored in Microsoft data centers.
PRICING: See vendor for details.

 

Attribution is a custom multi-touch attribution modeling dashboard that lets you see a snapshot of your campaigns, cost and ROI in one place. Automatically track advertising spend via campaign spending from Facebook and Adwords to compare performance and see rich customer histories. Attribution pulls your cost data from ad platforms, correlates that cost to specific users, then tracks revenue from those users over time. Accurately spread credit across ad platforms, social channels and content marketing. Apply any type of spending to any channel, even track the ROI of your consultants.
BEST FEATURES: Attribution pulls your cost data from ad platforms, correlates that cost to specific users, then tracks revenue from those users over time.
PRICING: See vendor for details.

 

BrightFunnel is a B2B marketing attribution and forecasting platform that generates predictive, actionable revenue insights for B2B marketers. Through multi-touch attribution and intelligent forecasting, BrightFunnel shows B2B marketers how to understand the future revenue impact of every decision, and align marketing plans with business priorities.
BEST FEATURES: Know how long different channels and campaigns take to move leads through the funnel, so you can forecast outcomes.
PRICING: See vendor for details.

 

Ensemble Attribution Platform from Encore provides advanced media measurement, attribution and reporting. The attribution engine at the core of Ensemble integrates multiple machine learning algorithms to analyze user-level conversion paths so you can clearly see what works by channel, placement and keyword.
BEST FEATURES: Aggregates and cleanses campaign data, using proven models to eliminate outliers, cookie-bombers and low-quality impressions and clicks to normalize the data for analysis.
PRICING: See vendor for details.

 

Full Circle Campaign Attribution, offers visibility into each campaign. Full Circle Insights built a product to transform how you track and measure campaign performance in Salesforce with out-of-the-box and customizable attribution models. Its comprehensive reports provide visibility for marketers to see exactly which campaigns contributed to a deal. Segment your campaigns by type and customer size, break-down your pipeline by lead source, or view campaign trends over time.
BEST FEATURES: 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.
PRICING: Campaign attribution starts at $333 monthly.


IQ Envoy is a cross-channel marketing attribution management solution that takes raw data through a process to credit each channel and campaign.
BEST FEATURES: Lets advertisers discover the most effective influencers and converters.
PRICING: See vendor for details.


Location Conversion Index by NinthDecimal provides an omni-channel offline attribution platform. The solution measures consumers’ physical world behavior at the point of sale, such as number of store visits directly attributed to a campaign. By connecting physical and digital world behaviors, marketers get  an accurate measurement of their campaign ROI.
BEST FEATURES: identifies organic visits vs. campaign-driven visits, and measures lift in visits to understand offline conversion.
PRICING: See vendor for details.

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