You’re spending money on PPC ads, on improving SEO performance, and attending multiple events. How do you know which of these investments is paying off? That’s what Marketing Attribution is all about.
In this episode of The Marketing Mix, we’re talking to Steffen Hedebrandt, CMO and co-founder of Dreamdata, about the importance of marketing attribution for small and mid-sized B2B companies.
We discuss the challenges of tracking complex buyer journeys, and the different attribution models that can be used – from First Touch to Last Touch and everything in between.
Steffen highlights the importance of data hygiene, and making sure you have your processes set up to collect the right data at the right time. So that you can then make informed decisions about marketing investments.
And we talk about the limitations of Google Analytics for B2B attribution, where understanding account activity is as important as tracking individuals.
Key Takeaways:
Connect with Steffen on LinkedIn
Read Dreamdata's take on Revenue Marketing here
And check out Dreamdata's B2B revenue attribution platform
Timestamps
02:30 Defining attribution
05:50 Justifying the investment
09:50 Comparing attribution models
18:55 Importance of collecting data early on for analysis
21:35 Limitations of Google Analytics for attribution
27:20 Finding proxies for good outcomes and shorter feedback loops
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