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The Crow's Nest: Spotted: Multi-Touch Attribution Modelling
<p>{% if customer.account_clearbit-geo_country == "France" %} Salut{% if customer.first_name != blank %} {{ customer.first_name | capitalize }}{% else %}{% endif %}! {% else %} Hi {% if customer.first_name != blank %}{{ customer.first_name | capitalize }}{% else %}there{% endif %}, {% endif %}</p>
<p>Ed here from the Hull Crew }}</p>
<p>This week’s newsletter is all about multi-touch attribution.</p>
<p><em>aka. The “which drink got you drunk” problem.</em></p>
<p>It’s hard enough in B2C, but in B2B you need to:</p>
<ul> <li>Unify data tracked around all leads and prospects</li> <li>Associate each person (and their actions) with a company</li> <li>Create an attribution model that “makes sense” for your unique buying journey (vs. something off-the-shelf)</li> <li>Integrate your attribution data across all your tools</li>
</ul>
<p>Without this,&nbsp;{% if customer.clearbit-employment_role == "marketing" %}marketers like us{% else %}SaaS teams{% endif %} fly totally blind. It becomes guesswork to piece together the key moments in each person and each companies journey to becoming a customer (or not). Which is why it’s one of the most common use cases we’re hearing teams struggle with.</p>
<p>But attribution modelling has a lot of similar challenges to other data integration problems we see a lot of, like personalization, omnichannel marketing, and data cleansing. And so we’re spotting interesting use cases of tracking events, account-level attributes and Processor.</p>
<p><strong>Read <a href="https://www.hull.io/blog/multi-touch-attribution-modelling/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=spotted">Spotted: Multi-Touch Attribution Modelling for B2B</a></strong></p>
<ul> <li>The mental models you need to build modern B2B attribution</li> <li>How to stitch together the buying process at person and company-level</li> <li>One simple tactic to radically increase visibility into your biggest channel</li> <li>Step-by-step how to assemble your attribution model</li>
</ul>
<p>And if this weeks' Spotted post taught you something new and it could help your peers too, I'd appreciate a <a href="https://shr.it/3Y">tweet</a> and {% if customer.social_profiles-growthhackers != blank %}upvoting us in the <a href="https://shr.it/41">GrowthHackers community</a>{% else %}liking our post on <a href="https://shr.it/3Z">LinkedIn</a>{% endif %}.</p>
<p>That’s all for this week - as always, shoot me a reply if you have any questions. On attribution models or anything!</p>
<p>Cheers,<br><br></p>
<p>Ed Fry<br>
<strong>'Ed of Growth, <a href="https://www.hull.io/">Hull.io</a></strong><br>
<em>Stay tuned for Hull's Customer Data Academy - starting next week.</em></p>
<p>P.S. Want to see the templated personalization behind this email? <a href="https://shr.it/42">Checkout this gist.</a></p>
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