It’s a familiar story: your marketing director signs into the virtual meeting, followed by your analytics guru. A few minutes later, your demand generation manager joins. Just like always, they start debating the ideal attribution model: the best way to measure your marketing. “Is it first-touch, last-touch, or even-touch?” they wonder. “Should our teams develop a custom model?”
What if you could finally uncover the true impact of your marketing activities and put an end to this debate? Artificial intelligence can help.
By analyzing your company’s data for conversion patterns, Einstein Attribution can identify missing opportunities and clearly show how marketing impacts pipeline and revenue. The results you’ve always suspected — but could never prove — can finally be in your sights.
Data and details are what drive Einstein Attribution. It captures even the most marginal contributions of all your different marketing touchpoints, and measures how they impact each conversion. From there, it draws up whole new levels of reports across your channels and campaigns. With algorithms informed by game theory, Einstein Attribution shows how different combinations of campaigns through different channels can impact different sales outcomes.
This style of modeling gives marketers accurate, tailored solutions with the potential to deliver more compelling results than rules-based modeling. This is crucial as today’s businesses strive for increased efficiency and data-driven decision-making.
Marketing attribution requires you to align sales and marketing teams to the same business targets. Unfortunately, a key piece of this relationship is often missing: opportunity contact roles (OCRs). Without OCRs, companies have difficulty backfilling contact roles on historical and current opportunities. Fortunately, Einstein Attribution can solve this issue.
By determining which individuals influence opportunities, measuring activities on opportunities, and matching leads and prospects to accounts, Einstein Attribution creates a full view of every opportunity. Using all of these associations, Einstein recommends virtual OCRs to fill the gaps where true OCRs haven’t been assigned. Though this doesn’t create OCR records, it creates a reference for scoring the value of opportunities in impacting attribution.
During our pilot program in the last few months, we’ve seen virtual OCRs help identify up to 10x more attribution covers. This is a real game-changer.
Einstein Attribution is built on the Pardot platform as an extension to the Customizable Campaign Influence solution. When you enable it, a new campaign influence model called Data-Driven Model is created automatically.
Enablement and deployment are quick and easy. To turn on the feature, visit Salesforce Setup and find Einstein Attribution. Flip the toggles and decide whether to tune your model with a timeframe. That’s it: you’re ready to take your attribution reporting to the next level.
Results are available in standard Customizable Campaign Influence reporting and the Campaign Influence related list. To dig deeper, check out the Data-Driven Model in the Multi-Touch Attribution dashboard in your B2B Marketing Analytics app.
Data-driven decision making and marketing budget planning continue to be more important than ever. With the power of Einstein at your fingertips, it’s easier than ever to learn which efforts truly generate pipeline so you can optimize future efforts and campaigns.
For more on our most advanced artificial intelligence capabilities, see how B2B Marketing Analytics Plus works.