ATTRIBUTION REPORTING
WORKBOOK PLANNING: TECHNOLOGY
The implementation of attribution reporting requires involvement of all people, processes and technologies that impact the funnel. If these elements are not leveraged and teams are not motivated, they may become an obstacle to the acquisition and usage of accurate data. For this reason, it is essential to re-examine the scope of the organization’s entire funnel to ensure that attribution reporting will be set up for success.
When we look at people, processes, and technology in the context of attribution reporting, we are not just referring to your immediate Marketing team and its platforms. The overall goal is to track prospects from first contact to final sale, so everyone from web and demand generation through to sales comes into play.
TO BE SUCCESSFUL IN OWNING THE MAJORITY OF YOUR ATTRIBUTION REPORTING, MARKOPS MUST:
Provide a transparent, efficient and accountable view of the funnel and Marketing’s role within it;
Work to increase Marketing efficiency and organizational agility; and
Define what process and technology MarkOps is responsible for.
Technology: Enable people and process to bring your reporting structure to life
The technology your Sales and Marketing teams use will influence how your attribution reporting is set up. For example, it’s important to consider what’s needed for deployment (how the platforms integrate, how data is collected and stored), as well as any limitations or restrictions of the technologies being used. We recommend MarkOps take a leadership role in identifying and overseeing each technology in play. SalesOps will play a role in ensuring the CRM is capturing the necessary data to develop an effective attribution report.
TECHNOLOGIES TO CONSIDER MAY INCLUDE:
Marketing Automation Platform
CRM (to be integrated with your Marketing Automation Platform)
Customer database/contact list, which should be clean, standardized and enriched so both Marketing and Sales data can be consolidated and utilized
Content Management System (CMS) and any other technology related to your web properties (analytics tools, cookies, and so on)
Planning Exercise 2 : Work with Sales, Marketing, and any other stakeholders to clarify which technologies will be involved in gathering, storing, or presenting data needed for attribution reporting:
TECHNOLOGY WHO USES IT
ADVERTISING PLATFORMS, 3RD PARTY SITES, SOCIAL MEDIA
CMS
• Marketing/Agencies
• Web team/ IT
MARKETING AUTOMATION PLATFORM (ELOQUA, MARKETO, ETC)
CRM
• Marketing teams
• Sales teams
ROLE TO PLAY IN ATTRIBUTION REPORTING
• Serve as the origination point of most web traffic
• Critical to ensure the campaign ID is attached to every link/point of origination
• Holds all web properties and digital content
• Captures the tracking and conversion occurring at this critical juncture –most web traffic flows through here
• Gathers all performance data related to demand generation campaigns
• Tracks Prospects through the funnel to sales conversions
• Tracks Leads through to opportunity creation and revenue conversion
• Holds the revenue data that you want to connect with different marketing activities
Whenever you look to add new tools to your MarTech stack (such as predictive analytics, video marketing, etc.), the MarkOps team should ensure it integrates effectively with your attribution reporting system.
In summary, key funnel technologies used in attribution reporting should:
Allow you to better understand and demonstrate how leads are moving through your funnel;
Be as automated as possible to ensure efficiency and continuity; and
Be implemented only after a thorough MarkOps review has confirmed that it can integrate into your reporting system.
PLAN TO ENSURE ROLE IS MET (GOVERNANCE)
• Implement process – No campaign can launch without a campaign ID
• Marketing/Agency/MarkOps should double check any campaign before launch to ensure every origination link has a valid campaign ID for each campaign
• Web Team/ IT to ensure all the scripts necessary for attribution reporting are functional
• MarkOps to lead regular testing and oversight related to attribution.
• MarkOps to lead regular testing and oversight related to this platform
• SalesOps to ensure all the attribution elements in CRM are functional
• MarkOps to lead regular testing and oversight related to attribution.
“What gets measured, gets managed”
— Peter Drucker
TECHNOLOGY WHO USES IT
ADVERTISING PLATFORMS, 3RD PARTY SITES, SOCIAL MEDIA CMS
MARKETING AUTOMATION PLATFORM (ELOQUA, MARKETO, ETC)
ROLE TO PLAY IN ATTRIBUTION REPORTING
PLAN TO ENSURE ROLE IS MET (GOVERNANCE)