Publicação
Marketing Attribution in B2B Companies: Associating software and customer data to increase confidence in data-driven channel optimization decisions
| Resumo: | To build a solid marketing and sales process, B2B companies invest in robust CRM and Marketing automation systems to help teams to identify and manage companies, contacts, interactions, sales opportunities and more. These systems offer several report types for different roles within the company, being the Marketing Attribution one of the most important to marketing leaders when analyzing what are the campaigns, channels and tactics that drive more revenue. This information is key when choosing which channels companies should allocate budget, but these tools can’t track all touchpoints in the buying journey, which can lead marketing leaders to make misleading decisions on where to invest their budgets. This research tested and analyzed an experiment applied in a prominent B2B company that added a layer of customer-level sourced data to what is tracked by the attribution tool,suggesting a hybrid attribution model that is able to identify hidden touch points and re-distribute the weights of credits attributed. To perform the study, an experimental research collected and analyzed data from a sample of 220 purchase paths, discovering that marketing attribution models widely adopted by companies can be significantly improved when granular user-level data is added to the view. It has significant managerial contributions as marketing leaders can do a better channel performance analysis and make more informed decisions when allocating investments. |
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| Autores principais: | Santana, Rafael de Oliveira |
| Assunto: | Industrial marketing Marketing attribution Attribution modeling Digital marketing Data-driven marketing Customer insights SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | To build a solid marketing and sales process, B2B companies invest in robust CRM and Marketing automation systems to help teams to identify and manage companies, contacts, interactions, sales opportunities and more. These systems offer several report types for different roles within the company, being the Marketing Attribution one of the most important to marketing leaders when analyzing what are the campaigns, channels and tactics that drive more revenue. This information is key when choosing which channels companies should allocate budget, but these tools can’t track all touchpoints in the buying journey, which can lead marketing leaders to make misleading decisions on where to invest their budgets. This research tested and analyzed an experiment applied in a prominent B2B company that added a layer of customer-level sourced data to what is tracked by the attribution tool,suggesting a hybrid attribution model that is able to identify hidden touch points and re-distribute the weights of credits attributed. To perform the study, an experimental research collected and analyzed data from a sample of 220 purchase paths, discovering that marketing attribution models widely adopted by companies can be significantly improved when granular user-level data is added to the view. It has significant managerial contributions as marketing leaders can do a better channel performance analysis and make more informed decisions when allocating investments. |
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