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A new solution for advanced attribution modeling

Marketing and sales teams are the left and right hands of bringing new customers to your organization. We know they work hand-in-hand, but do you treat your organization’s data that way? Combining data is a challenge – we see it all the time. 

The truth is, many of our partners have faced this problem (maybe you’re in a similar boat). You know that multiple channels, such as Facebook and Google Ads, influence your marketing qualified leads (MQL) and sales qualified leads (SQL). You also know that sales activities like phone calls, emails and demos influence your SQL success rate and your close rate. 

But can anyone at your organization say confidently, with data, how all these factors work together? Does Facebook have a better SQL rate but lower MQL rate than Google? What about Facebook versus email? Helping you answer questions such as these is why we built our Multi-Touch Attribution Model for marketing and sales touches. 

The Multi-Touch Attribution Model takes into account both touches from Google Analytics (GA) and your customer relationship management system (CRM)*. Our model combines data from GA and your CRM to break out conversions equally between multiple touchpoints.

Now, not only can you see individual customer paths, but you can also see how each of your channels influence and interact with one another.

The best part is that we leverage technology that is easy to use. Hedy & Hopp takes care of the heavy lifting in terms of data extraction, storage and analysis. You will always have access to your data through Google BigQuery, and your data will automatically populate in a Google Data Studio report that you can customize and share. 

*Note: So far, we have integrated with Hubspot, ActiveCampaign, and SugarCRM. More CRMs to come! 

Attribution beyond the last click

If you use Google Analytics for reporting, you likely use the default attribution model called “last click.” More importantly, GA can’t account for any offline data in your CRM. Using the basic attribution models in most CRMs, you end up with an incomplete view of your customer’s journey.  

We work around this by building our model from scratch using the Google Analytics API data. We look at all of the digital marketing touches for a user, even ones before they convert. So, if a user comes to your site from Facebook, and then converts a week later on Google Ads, we will include both sources in our model. 

But the biggest advantage of our Multi-Touch model is that we integrate your Google Analytics property and your CRM to track the same user from Google into your CRM. We then look at all of the different touches in your CRM system and add that to the attribution model.

The process can be set up in two weeks, and as your prospects convert to customers, the data begins to populate! Depending on your prospect-to-customer lifecycle, you can start getting actionable data in just a few weeks.  

Imagine knowing that Facebook converts better with an introduction email, while Google Ads converts better with an early demo! 



About the Author

The Hedy & Hopp analytics team is the cornerstone to patient-centered activation. This team is responsible for building measurement plans and data visualizations that provide useful and action-oriented insights for all of our marketing campaigns. Insightful and curious, for this team of lovable geniuses, decision science is their marketing happy.

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