Understanding Multi-Channel Attribution Modeling of Salesforce Marketing

Understanding Multi-Channel Attribution Modeling of Sales force Marketing:

Multi touchpoint attribution modeling is basically a set of rules which holds the authority of assigning credit to various touch points a customer had been through before its final conversion. A touchpoint is an information on a specific point of engagement which describes complete online presence of a customer including who, what, when and where.  These are basically in form of a data table where every row gives us information about various touch points, while every column describes them, like the person, opportunity, content web page, form, location, time revenue value, campaign and other things associated to it.

In a multi-channel attribution model, it has everything to do with the revenue across a customer’s journey. Attribution here refers to the set of methods which can assign and quantify value associated with a customer journey across multiple channels.

 Revenue in this context is basically the value which is assigned to various touch points. By utilizing various attributions modeling techniques you can also give final conversion credit to these touch points too. Be it a shared credit system or assigning credit to the first touch or the last touch, any action which is deemed to be valuable can be given the due credit with attribution modeling.

Multi-Channel Attribution Modeling in Google Analytics: 

We can use various multi-channel attribution models with Google Analytics. The only backdrop of this reporting is that here the revenue and opportunity data is housed in a CRM. This can track all the information, campaigns which are account-based and a part of offline marketing.

Google Analytics is great if the final purchase is done on your own website. Like any e-commerce website, Google Analytics for such websites can be appealing and useful in the long run and also study the final reports. But in case if you have a complex sales cycle, offline and online integration and multiple-channels then a more detailed attribution modeling technique would be required.

In addition to this, the digital marketing platform gets a healthy level of investment. While a customer is en route to his buying journey, he engages in various other platforms before ending up buying the final product.

Attribution of Salesforce Marketing: 

In a Salesforce marketing attribution, the multi-channel reporting is mostly limited. In this revenue, the campaign can be attributed in a highly limited way. It is a simplified way to do campaigning, making it a single-touch attribution for the entire project.

If in case a part of the campaign has to be credited, the entire channel shares the overall credit. Even if the project is a part of multiple campaigns, the revenue gets credited to the last campaign associated with the project. It can be little confusing and can tend to show results which differ from the actual expectations.

With salesforce attribution marketing, it is essentially binary in a fashion which dignifies last click attribution modeling technique. Although you can bring in multi-channel attribution with Salesforce in reporting, yet it can disrupt complete results as it credits the entire opportunity to each associated campaign. This can at times lead to over-reporting of revenue.

So, we can say is that adopting a multi-channel attribution model cannot happen overnight. Especially for Salesforce marketing technique, this type of technology and measurement method requires multiple teams and coordination.  But in case, you have already applied Google Analytics and Salesforce, you have the option of implementing properly coordinated multi-channel market attribution method.

About Author-

Windsor, an advanced data integration and advertising company, can help advertisers build an optimal understanding of their strongest and weakest customer touch-points, with efficient multi-channel attribution modeling. WINDSOR offers various other solutions like programmatic advertising automation and data integration and streaming. You can visit their website for a detailed description of their ROI-enhancing solutions. Contact us with Facebook and Twitter.