FOUNDATIONAL FRAMEWORK

Multi-touch Attribution & Measuring Your Marketing Halo

Over decades of evolution, companies have developed multiple sales and marketing channels and have placed high importance on measuring each channel’s ROI. But, ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle.

With over 25 years of supporting clients in improving their marketing methods and strategies, we’ve identified a simplified approach to halo analysis—helping to measure the direct and indirect attribution of tactics (multi-touch attribution) in a multichannel marketing strategy.

The following are three areas of focus we recognized as crucial to a successful multichannel halo analysis:

The Data
Spend time gathering and QAing your data, your entire analysis will rest on this
The Analysis
Focus on the impact of each channel on every other channel’s directly attributable sales
The Go-Do’s
Calculate how far from optimal your current mix is

Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s.

A Select Framework from Our EVERGREEN GROWTH ENGINE

Translating strategy to execution has never been more challenging for senior sales and marketing leaders. The MarketBridge Evergreen Growth Engine guides commercial leaders through this dynamic journey.
To get you started, we have pulled together succinct frameworks, each focused on one of the eight elements of our Evergreen Growth Engine. Each framework is the culmination of 25+ years of experience driving commercial success within the Fortune 1000.

DOWNLOAD THE FRAMEWORK

Multi-Touch Attribution (MTA) Beyond Digital Channels

March 9, 2020

Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some proportion of sales at retail, but no one knew how much. To solve this problem, statisticians used the tools of econometrics to build regressions...

Multi-touch Attribution & Measuring Your Marketing Halo

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Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:

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FOUNDATIONAL FRAMEWORK

Multi-touch Attribution & Measuring Your Marketing Halo

The Data

The Analysis

The Go-Do’s

Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Related articles

Multi-Touch Attribution (MTA) Beyond Digital Channels

Multi-touch Attribution & Measuring Your Marketing Halo

Optimizing B2B Return on Marketing Investment

Measuring Return on Analytics

Marketers – You’re Doing it All Wrong. How to Chop the Funnel in Half + Gain ROI.

Two “Magic Numbers” for Every CEO and Sales & Marketing Leader

Marketing Performance: Why Is It So #@$% Hard To Get Basic Results?

Earn Your Seat in the C-Suite: 6 Steps to Actionable Marketing Reporting - Part 2

Earn Your Seat in the C-Suite: 6 Steps to Actionable Program Reporting

We Can Help Breakthrough

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FOUNDATIONAL FRAMEWORK

Multi-touch Attribution & Measuring Your Marketing Halo

The Data

The Analysis

The Go-Do’s

Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Related articles

We Can Help Breakthrough

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