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

December 12, 2019

Optimizing B2B Return on Marketing Investment

October 21, 2019

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:

Measuring Return on Analytics

September 21, 2018

The Challenge: What Value Does Data Science Drive? First of…

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

May 11, 2017

In the past, my team and our clients have spent a lot of time,…

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

December 6, 2016

As nearly every company aspires to have recurring revenue business…

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

April 8, 2016

“Half the money I spend on advertising is wasted; the trouble…

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

July 8, 2015

In our last post, we reviewed the first half of our 6 step plan…

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

June 22, 2015

Do you find yourself with an endless supply of reports but unable…

[gravityform id="69" title="false" description="false"]

<div class='gf_browser_unknown gform_wrapper dark-form_wrapper gform_legacy_markup_wrapper' id='gform_wrapper_69' ><form method='post' enctype='multipart/form-data' id='gform_69' class='dark-form gform_legacy_markup' action='/resource/measuring-your-multichannel-marketing-halo/' > <div class='gform_body gform-body'><ul id='gform_fields_69' class='gform_fields top_label form_sublabel_below description_above'><li id="field_69_1" class="gfield gfield_contains_required field_sublabel_below field_description_above gfield_visibility_visible" ><label class='gfield_label' for='input_69_1' >First Name<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_text'><input name='input_1' id='input_69_1' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /> </div></li><li id="field_69_2" class="gfield gfield_contains_required field_sublabel_below field_description_above gfield_visibility_visible" ><label class='gfield_label' for='input_69_2' >Last Name<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_text'><input name='input_2' id='input_69_2' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /> </div></li><li id="field_69_3" class="gfield gfield_contains_required field_sublabel_below field_description_above gfield_visibility_visible" ><label class='gfield_label' for='input_69_3' >Company Name<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_text'><input name='input_3' id='input_69_3' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /> </div></li><li id="field_69_5" class="gfield gfield_contains_required field_sublabel_below field_description_above gfield_visibility_visible" ><label class='gfield_label' for='input_69_5' >Email Address<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_text'><input name='input_5' id='input_69_5' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /> </div></li></ul></div> <div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_69' class='gform_button button' value='WATCH NOW' onclick='if(window["gf_submitting_69"]){return false;} window["gf_submitting_69"]=true; ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_69"]){return false;} window["gf_submitting_69"]=true; jQuery("#gform_69").trigger("submit",[true]); }' /> <input type='hidden' class='gform_hidden' name='is_submit_69' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='69' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_69' value='WyJbXSIsImMxZjQ3OGIzYzYxNGMzZjExOGFiNDdkZGQzMWViNjhiIl0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_69' id='gform_target_page_number_69' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_69' id='gform_source_page_number_69' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> </form> </div>

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

Who We Are

Who We Serve

Insights & Expertise

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

Who We Are

Who We Serve

Insights & Expertise

Cookie and Privacy Settings