Marketing Influence & Revenue Attribution in Measurement Studio

Prerequisites

Some of the reports and features discussed in this article are considered to be advanced reporting options, and may not be accessible to all Measurement Studio customers. Please reach out to your Customer Success Manager if you have any questions regarding your current Terminus subscription. 

Influence vs. Attribution

Overview 

When it comes to associating pipeline and revenue to marketing efforts, there are generally two ways to look at it: influence and attribution.

Marketing Influence is used to measure the overall reach of your campaigns, and the impact of your brand. This method of measurement demonstrates how each program drives engagement by “sharing credit” for outcomes like pipeline and revenue.  

Influence reporting can be used to answer questions like: 

• Is my message reaching my audience?
• Am I achieving marketing coverage?
• What was marketing’s influence on pipeline/revenue last quarter? 

Sharing credit can make it difficult to compare programs against another, especially if budget becomes constrained. For this reason, some marketing organizations choose to use Marketing Attribution to assign value to their marketing programs. With this method of measurement, every touchpoint is fighting for credit, and it can be used to inform your decision making around what is actually moving the needle.  

Attribution reporting can be used to answer questions like: 

• Which channels are most or least effective in producing pipeline? Revenue?
• Which channels drive the most leads/conversions?
• What programs/content support revenue?
• What channels/programs should I allocate more or less budget towards? 

Types of Models

In the Terminus platform, influence and attribution are measured based on three standard types of reporting models. These include:

First Touch: The first campaign response a lead/contact received is given credit. This can be used to answer questions like: 

• Which channels are sourcing the most leads?
• Which specific programs are sourcing the most leads?
• Is anything underperforming?

Last Touch: The last campaign response a lead/contact received before converting into an opportunity is given credit. This can be used to answer questions like:

• Which channels are driving net-new opportunity creation?
• What are the specific promotions or offers that are enticing leads to convert to opportunities?

Evenly-Weighted / Multi-Touch: Any pre-opportunity touchpoints (multi-touch) are given credit. 

For influence measurement, a multi-touch model can be used to answer questions like:

• Which channels are influencing the most accounts? Pipeline? Revenue?
• Which programs are influencing the most accounts? Pipeline? Revenue?

Influence Measurement Example (Multi-Touch):

In this scenario:

• Opportunity A = $200,000
  • Campaign Response #1 = 5 Tips Webinar
  • Campaign Response #2 = 5 Tips Webinar
• Opportunity B = $300,000
  • Campaign Response #1 = New Content Ebook
  • Campaign Response #2 = New Content Ebook
  • Campaign Response #3 = Vendor Checklist Ebook
• Opportunity C = $500,000
  • Campaign Response #1 = Vendor Checklist Ebook
  • Campaign Response #2 = Vendor Checklist Ebook
  • Campaign Response #3 = Vendor Checklist Ebook
  • Campaign Response #4 = Vendor Checklist Ebook
  • Campaign Response #5 = Vendor Checklist Ebook
• Total Marketing Influence = Opportunities (A + B + C) = $1,000,000

For attribution measurement, a multi-touch model can be used to answer questions like: 

• Which channels have the most impact from lead to opportunity creation? Which programs?
• Which channels have the most impact throughout the entire marketing lifecycle from lead to deal? Which programs? 

Attribution Measurement Example (Multi-Touch):

• Total Opportunity Value = $38,220.00
• Total Campaigns Responses on the Opportunity = 10
• Value per Response = $38,220.00 / 10 = $3,822

Available Reports in Terminus

The following reports in Terminus Measurement Studio currently feature influence and/or attribution reporting options:

Influence Reporting 

• Campaign Analytics
  • People Influenced
  • Accounts Influenced
  • Opportunities Influenced
  • Deals Influenced
  • Pipeline Influenced
  • Revenue Influenced
• Opportunity Insights
  • Marketing Influence filter
• Marketing Influence Report

Attribution Reporting

• Campaign Analytics
  • Attributed Pipeline
  • Attributed Revenue
  • Attributed Pipeline MRR
  • Attributed Revenue MRR
• Campaign Trends Report (+ dashboard tile)
• Attribution by Campaign Type Report