While attribution is an often-discussed marketing discipline, relatively few organizations execute it effectively. That’s because attribution requires something that few organizations have: accurate data on the pre-revenue activities that play a role in opportunity value creation. A trusted attribution model allows companies to structure content calendars effectively, assign budgets, and invest in—or deprecate—specific marketing investments for improved business outcomes. Our data product framework for attribution insights accelerates time-to-insight, building on the modern stack with proven methodologies for B2B data collection.
A unified analytical view across known marketing touches, including quantitative and qualitative data, makes it possible to understand how efficiently and quickly marketing-sourced leads are flowing.
Our data product framework for attribution helps decision-makers understand KPI changes and trends, so they can react to changes quickly and optimize future media spending.
Timely access to performance and spending data from across all channels empowers business leaders to capitalize on new opportunities and course-correct quickly when necessary.
Assign full credit to your customer’s initial touchpoint
Businesses that rely heavily on top-of-funnel activities to drive growth can focus their attribution on the pivotal first touchpoint.
Focus your organization’s attention on the final step that turns prospects into customers
While it often takes many touchpoints to turn prospects into customers, many businesses can have the most impact by understanding and optimizing the critical touchpoint that converts to a sale.
Measure the impact of marketing activities holistically
As it often takes many touchpoints to create awareness and turn it into a sale, assigning shared attribution to the most important touches can provide a more complete and accurate view of ROI.
Understand the impact of investments and relationships
One of the important steps that businesses can take to optimize pipeline velocity is to understand the path that prospects take on the buying journey and invest in the assets and channels that will have the most impact.