Attribution Modeling

[Anonymous]

I'm curious if anyone has some advice on how to get started with attribution modeling? We currently use first touch (original lead source) but are finding for any leads that are cold ie. don't have activity on them for more than 6 months it's not really a true indication of what's generated the interest.

Any resources or advice on moving forward with this type of project?

[Anonymous]

Great question! When getting started with attribution, it's important to think about what the important marketing touches are. For most customers using Marketo, that's first touch, lead creation, and opportunity creation. Focus on those areas first for your "walk" phase. Choosing a Multi-Touch B2B Marketing Attribution Model has some good considerations as well. Once you solve for those stages you can start to explore more advanced aspects of attribution modeling, such as view-through conversions, weighted touchpoints, conversion windows, etc.