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Multi touch attribution model - Library puzzle

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Multi touch attribution model - Library puzzle

Since this great ​ from ​, I started to gather around pieces of our marketing efforts to assemble a v.1 of my attribution model.

I wonder how to attribute the content consumption that isn't part of any particular campaign. Scenario could look like, a lead visits our website after a tradeshow and wanders around our massive library, getting in touch of 6 pieces (2 white papers, 4 specs sheet) of content and then requests a quote (convert to MQL at this point).

Choices would be:

A) Each piece of content is stamped as an individual touch, in which case there could be lots of noise to analyze.

B) Each type of content is stamped as type (white paper, spec sheet) of content, which reduces noise but doesn't indicate which pieces are leading to MQL.

C) Content consumption session is considered as one single touch.

D) [Insert your idea]

I need some Community input here.

Thanks as always,

Simon

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Re: Multi touch attribution model - Library puzzle

First off, thank you Simon for the shoutout, really appreciate it!

I really like this thought and it's quite hard to bunch it all into one great way of measuring but one interesting way of doing it could be to use custom scoring fields for measuring content type consumption.

Let's say you have a whitepaper, spec sheet, guide, video as gated content types, you could create a custom score field for each and just add +1 each time somebody downloads the content type. If you have a program template to clone you could just have a change score step in it to always take that with you, although you'd have to be careful to only trigger it once per content piece so it's measurable. If you have a jungle of content you could even add a content type success score to know which types were actually opened so it's not a lot of form fills.

But the custom scoring can give a lot of insight, I usually add a custom score field for Recycled Leads in RCM to add +1 so it's easy to see if a lead has previously been recycled to follow-up, exclude or know which leads have been sent back from sales.

I guess to get more web insight it could be interesting to tie in a Google Analytics integration and send a Webhook to GA requesting specific metrics for the visitor. There's a few ways of doing it, we were looking at using JS to grab the ClientID into a hidden form field that gets added to the lead record in Marketo.

With most of these processes it's good to test building it out and do some manual follow-up before automating your reporting if there's anything you might want to tweak.

Hope this helped!

/Erik

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Re: Multi touch attribution model - Library puzzle

First off, thank you Simon for the shoutout, really appreciate it!

I really like this thought and it's quite hard to bunch it all into one great way of measuring but one interesting way of doing it could be to use custom scoring fields for measuring content type consumption.

Let's say you have a whitepaper, spec sheet, guide, video as gated content types, you could create a custom score field for each and just add +1 each time somebody downloads the content type. If you have a program template to clone you could just have a change score step in it to always take that with you, although you'd have to be careful to only trigger it once per content piece so it's measurable. If you have a jungle of content you could even add a content type success score to know which types were actually opened so it's not a lot of form fills.

But the custom scoring can give a lot of insight, I usually add a custom score field for Recycled Leads in RCM to add +1 so it's easy to see if a lead has previously been recycled to follow-up, exclude or know which leads have been sent back from sales.

I guess to get more web insight it could be interesting to tie in a Google Analytics integration and send a Webhook to GA requesting specific metrics for the visitor. There's a few ways of doing it, we were looking at using JS to grab the ClientID into a hidden form field that gets added to the lead record in Marketo.

With most of these processes it's good to test building it out and do some manual follow-up before automating your reporting if there's anything you might want to tweak.

Hope this helped!

/Erik

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Re: Multi touch attribution model - Library puzzle

Thanks Erik! It helps figuring things out