Making the case for Campaign Influence Internally, Part 2
- AUTHOR Jay Jennison
- August 1, 2014
- No Comments
I ended Part 1 of this blog post a few weeks ago by recommending as an effective means to socialize the concepts of campaign influence internally that you first make sure you are aware of the attribution methodology that your company currently uses. As a reminder, it is important to understand the distinction between campaign attribution and influence. Campaign attribution seeks to define a single campaign on the opportunity as the primary driver and therefore gives a single campaign all the credit (ie. typically first or last campaign touch). Instead, campaign influence looks at every campaign associated to the opportunity to understand how each campaign has uniquely influenced that opportunity. As I covered in our campaign influence webinar this week, there are unique advantages to each attribution methodology, but they ultimately share the same overarching disadvantage: they do not account for all the other campaigns that have touched the opportunity over the course of the sales cycle.
As you begin to socialize these ideas internally, in some cases it can help if your people are able to see their data as it exists today compared to where you intend to move to (weighted campaign influence). Therefore, our free trial is a great way to begin to visualize campaign influence across your own opportunity data. The other great benefit here is that you have access to three different weighted models for easy comparison. In order to present these campaign influence concepts in a consumable stack, we recommend that you begin by configuring the first model in line with your current attribution methodology – that is, in effect, going to give total credit to a single campaign (probably the first or last touch campaign). We then suggest that you configure the second model with an even weighting distribution so it will credit each campaign on the opportunity equally. While this model has it’s own disadvantages discussed in the webinar, it will serve as a great baseline to compare your third model to and will begin to link all campaigns to revenue. We then recommend that the third model be uniquely weighted based on your business process and marketing strategy and are more than happy to connect for a quick consult to talk through some best practices and make recommendations on model configuration.
Ultimately, with the models initially configured this way it will allow your team to easily recognize how their old attribution model has been discounting or wrongly crediting many of your campaigns, and instead how campaign influence will finally offer true insight into their campaign performance.