How to Report on Most Effective Lead or Opportunity Sources
A Single Touch attribution model gives 100% of revenue credit to one touch point along the customer journey (typically referred to as either first or last touch). A First Touch model assigns 100% of credit to touch points that initiate conversion paths, while a Last Touch model assigns 100% of credit to the last touch point that occurred immediately prior to conversion.
Why You'd Use This Model
Single Touch attribution models are used when the goal is to understand either the most effective sources of new leads or revenue, or when looking to determine which touch points are instrumental to sales qualifying a lead. They are simple to understand, explain to others in the organization, and report on. They are most commonly used among Demand Generation teams looking to evaluate their top of funnel performance, highest performing sources, and where to focus their budget and efforts.
One caveat to note - due to the over-simplicity of these models, we typically recommend you use them in tandem with other, more sophisticated models to see the full picture. Single Touch Attribution is also useful to make quick directional decisions around stand-alone, short customer journeys (B2C, B2C2B, etc.) or when attributing in-product behavior (such as activating a feature via pay-gate).
WHO THIS is valuable for
Depending on the size of your organization, you may have different stakeholders. If you're a small business or midsize enterprise, this data will be valuable for:
- Head of Digital Marketing
- Marketing Program Manager
- VP Product
- VP of Sales
If you're an Enterprise organization, you can expect this data to be valuable for all of the above roles, aside from VPs of Product and VPs of Sales.
DATA You Need
- Original and Most Recent Lead Source
- Primary Campaign Source
- # Opportunities and $ Pipeline Created (Opened, Closed Won, Closed Lost)
- Time Frame (based on touchpoint)
data sources required
The more [clean] “event” data set you can add in, the more robust the resulting model will be. For example, a log of website visits + email clicks + form submits + sales activity is better than only having one of those sources. This includes any marketing or sales activity involving an interaction with the customer.
- Web Traffic Analytics Platform (Google, Adobe)
- AnalyticsJS/Product Behavior
- Marketing Automation Platform (Marketo, Hubspot, Eloqua, Pardot, etc)
- CRM (Salesforce, SAP, etc)
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