12/17/2023 0 Comments Multitouch attribution funnel![]() I audit dozens of Google Ads accounts every month, and I see some crazy shit. #revenueoperations #marketingoperations #funnel #b2b There are probably several more dimensions I could add to this, so add some more in the comments, as I'd love to know how others distinguish between the two. (6) Ranked importance (aka where to start): MT Attribution: 5 / 5 insights are often quite challenging to draw due to the many biases, nuances, and complexities in the data. ![]() MT Attribution: 3 / 5 depending on the volume of channels and offers and tooling.įunnel: 3 / 5 not simple, but once reporting is set up, insights are relatively straightforward. MT Attribution: Volume bias - Can over-inflate the achievements of particular channels/offers that are high volume or happen at certain stages of the funnel most often.įunnel: 4 / 5 depending on the complexity of a company’s business process, tech stack, and team (custom object is best). Visualizing the customer journey for large important deals.įunnel: Funnel Source Bias - Gives all “credit” to the tipping point source, so some channels/offers will appear to be underachieving and others over-achieving. Providing models to answer different questions on what activities influence revenue at all stages. ![]() MT Attribution: Reporting on all the marketing touchpoints and their influence on revenue. MT Attribution: Measures all the touchpoints in the customer journey to understand what is driving revenue.įunnel: Evaluating which channels/offers that capture demand progress quickly, convert more frequently, and lead to the highest deal value. ![]() Here’s how I think about it on 6 different dimensions:įunnel: Measures how prospects and accounts enter and progress through your buying stages to revenue and expansion. There is a ton of confusion out there on funnel metrics vs. ![]()
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