B2B Attribution

The brand wants to “attribute” a weight to each specific action and channel that are part of the customer journey. Is a way to understand what generated a specific “conversion” (it can be an order, or a submitted form) among all the interactions of the Customer/Visitor with the Brand properties.

For example a customer clicks on several ads, he/she does many access to the website, and after 2 weeks he/she place an order (conversion): Attribution give the possibility to the brand to assign a “point” to each event that happened over the time. For example is more important the 1st click on the 1st ads on the 1st day, or is more important the newsletter that the customer received that convinced he/she to place the order?

In order to do that we need two JOIN / MATCHING:

Advertising to Web/Analytics/CRM based on UTM parameters
CustomerID/email with the revenues stored into CRM/eCommerce

In addition to that an “attribution model” has to be created, with specific business logic, in order to assign different points to each of these events.

Advertising to Web/Analytics/CRM based on UTM parameters
CustomerID/email with the revenues stored into CRM/eCommerce

In addition to that an “attribution model” has to be created, with specific business logic, in order to assign different points to each of these events.