Marketing Attribution
Marketing attribution determines which marketing channels, campaigns, ads, keywords, and other touchpoints deserve credit for driving conversions and sales. It allows marketers to see which marketing strategies are working and to better understand the customer journey.
BrightHub Attribution provide marketing channel insights like which marketing channels drive awareness vs conversions and optimal budget allocation.
Marketing Attribution Trends
Multi-touch attribution
People-based attribution
Marketing mix modeling
Unified Measurement
AI marketing attribution models
BrightHub
Attribution Process
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Step 1
Define Your Goals
Optimize ad spend? Understand customer journey? etc. This focuses the initiative.
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Step 2
Collect & Process Data
Pull in data from all relevant marketing and sales sources. This includes ads, website analytics, CRM, offline campaigns, etc..
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Step 3
Attribution Model
Choose a model to apply to the data - first-click, linear, time decay, etc. Multi-touch attribution provides the most flexibility.
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Step 4
Report & Optimize
BrightHub attribution results will be reported to you and they will drive your decision making and give you the insights you need to evolve your marketing.
FAQ
HubSpot provides robust marketing attribution capabilities:
- Integrated Tracking - HubSpot's software seamlessly tracks every interaction across your website, emails, ads, landing pages, and more. This provides a foundation of data for analysis.
- Attribution Models - HubSpot allows you to apply last touch, first touch, or time decay attribution models across your data to assign credit.
- Algorithmic Attribution - HubSpot's algorithmic modeling uses machine learning to analyze historical data and determine the statistically best attribution model for your account.
- Multichannel Funnels - Visualize the customer journey across channels to understand the path to conversion and contribution of each channel.
- Campaign Performance - Measure ROI and conversions generated by specific campaigns, ads, keywords, etc. to optimize spend.
- Reporting - HubSpot provides deep reporting to share attribution insights across your organization.
With HubSpot, you get a centralized marketing and sales platform for intelligent attribution. The key is acting on those insights to optimize your marketing performance over time. Their support team can also provide guidance on setup and analysis.
Attribution applies to any channel in the customer journey - paid search, social, email, referrals, content, direct, etc. The key is having the data and insights.
ROI is measured by the incremental lift in conversions driven by optimizing budgets and strategies based on attribution data and insights.
Use unique promo codes, survey questions, or custom tracking events to attribute value to offline marketing. Location data and geofencing can also assist with attribution.
There is no single best model. Multi-touch attribution provides the most flexibility to analyze different scenarios. Algorithmic or data-driven attribution is considered the most accurate over time.
Other Services
HubSpot CMS Website
HubSpot Development
HubSpot Training
BrightHub prides itself on understanding the importance of training, use case descriptions, and operating procedures. Your business will feel secure that your HubSpot investment will meet your long term business goals.