fwd #17 - 6 Ways To Track Campaign Attribution Explained (+solutions To The Where/What Problem)

The Revenue Growth Architects

So it's just me (Charlie) flying solo on this week's episode of fwd, following on from part one on attribution. With everything going on in the world and the impact on the economy and business, it's more important than ever to know where to put your marketing dollars to get the best bang for your buck. That's where campaign attribution comes in. In the complex world of b2b this can get complicated, and if you ask 100 marketers how they do campaign attribution you'll likely get 100 slightly different responses. Often with different ways to tackle the issue with online touchpoints known as the "where/what multi-touch problem". WHERE they came from (paid social, organic search, etc.) WHAT they did (trial, ebook, etc.) Traditional MAP and CRM are just not that great at handling this in a way that's helpful for reporting, but no method is inherently better than another, it is all based on your needs. In this episode I focus on 6 methods that result in reports being built in SFDC or Marketo, and discuss the pros/cons and level of difficulty for each option.