What is Attribution?

Marketing attribution is the practice of evaluating the marketing touchpoints during a buyer’s journey. Attribution’s goal is to determine which channels and messages had the greatest impact on the decision to convert, or take the next step towards a purchase.

 

We are in the process of updating our Attribution Guides to the 3.0 features.

 

Attribution 3.0 Only Guides

• Attribution Product Overview - This guide is a high level overview of definitions, standard reports, Attribution weighting, and the LeanData custom Marketing Touch object in Salesforce.
   
• Attribution 3.0 Settings Guide - This guide will walk you through the settings for using LeanData's Attribution 3.0 product.

• Attribution 3.0 Dashboard Guide - This guide will walk you through the settings for using the dashboard samples in LeanData Attribution 3.0.
   
• Attribution 3.0 Custom Weighting Guide - This guide focuses on adding weighting to your marketing touches and how that can affect your reports and use of attribution.
   
• Attribution 3.0 Marketing Touch Mapping Guide - This guide will show you how to include your own custom data for reporting purposes, and how you can utilize Marketing Touch Mappings to add your own Campaign Member, Lead, or Contact Fields onto corresponding Marketing Touch fields.
   
• Attribution 3.0 Opportunity Freeze - This guide will discuss Opportunity Freeze, a feature that allows you to define a set of Opportunity criteria against which LeanData Attribution will not recalculate in it’s subsequent batches.

 

Understanding Attribution

• Standard Attribution Models Overview v2.0 and v3.0 - This guide is an overview of the six out-of-the-box models for measuring attribution LeanData offers, walking you through how each one is set up and how each model may be used with regards to your KPIs.

• Attribution Value Visualization v2.0 and v3.0 - This Visualization outlines how Attribution Value is distributed in each of LeanData’s default (unweighted) attribution models.

• Touch Order Visualization v2.0 and v3.0 - This guide outlines how the Generated Touch Order, Accelerated Touch Order, and Touch Order Fields are populated in the LeanData Marketing Touch Object.

• First Touch Visualization v2.0 and v3.0 - This guide outlines how the different First Touch Attribution Options in LeanData General Settings will affect how First Touch Attribution will be distributed in the LeanData Marketing Touch Object.
   

Standard Guides

• Attribution Product Overview v2.0 - This guide contains a high level overview of definitions, standard reports, Attribution weighting, and the LeanData custom Marketing Touch object in Salesforce.

• Attribution Wizard Walkthrough v2.0 - Configuring the LeanData Attribution Wizard is the first step to configuring and customizing which marketing interactions are relevant in generating or influencing opportunities.

• Attribution General Settings Guide v2.0 - This guide is to help LeanData Attribution customers configure their Attribution General Settings after they have run the Attribution Wizard.

• Attribution Advanced Settings Guide v2.0 - This guide will walk you through configuring the advanced settings for LeanData's Attribution. 

• Attribution Opportunity and Campaign Setup Guide v2.0 and v3.0 - Use this guide to setup and configure your Opportunity and Campaign Views.

• Standard Marketing Touch Reports v2.0 - This document provides a breakdown of the standard Marketing Touch reports included in our Attribution package.

• Dashboard / Reporting Lookup Fix (vers. 1.518+) v2.0 - This guide discusses changes to Attribution that allow it to run without locking any of your Opportunity or Campaign records. Furthermore, your run will no longer block any other processes in your Salesforce environment.

 

Feature Guides

• Opportunity Analyzer v2.0 and v3.0 - This guide will show you how to analyze your Opportunities by Opportunity ID to understand how your Marketing Touches were created.

• Marketing Touch Mapping Guide v2.0 - This guide will show you how to include your own custom data for reporting purposes, and how you can utilize Marketing Touch Mappings to add your own Campaign Member, Lead, or Contact Fields onto corresponding Marketing Touch fields.

• Opportunity Freeze v2.0 - This guide will discuss Opportunity Freeze, a feature that allows you to define a set of Opportunity criteria against which LeanData Attribution will not recalculate in it’s subsequent batches.

• Buyer's Journey & Campaign View Guide v2.0 and v3.0 - The LeanData Buyer’s Journey timeline is a Visualforce page that lives on the opportunity layout in Salesforce. It is a timeline of all relevant sales and marketing touches, allowing you to view how marketing and sales work in conjunction to generate pipeline and close deals.

• Custom Attribution Models v2.0 - This guide will show you the Custom Attribution Models feature to create your own attribution models with custom weightings and distribution. This allows greater flexibility in calculating the attribution data relevant for your business operations.

• Custom Weighting Guide v2.0 - This guide focuses on adding weighting to your marketing touches and how that can affect your reports and use of attribution.

 

Best Practices 

• Custom Report Types v2.0 - LeanData Attribution comes with standard reports to help you get started understanding your Attribution data. In order to take full advantage of the data and insights unlocked by our Attribution product, you may need to create a custom report type to include custom fields that are relevant to your business.

• Revenue Attribution Report v2.0 - Use this guide to see how marketing campaigns and programs influence Revenue Attribution so you can drive more programs that close opportunities.

• Marketing Influenced Win Rates Attribution Report v2.0 - This guide will show you how marketing campaigns and programs influence Win Rates so you can drive programs that increase the velocity to close opportunities.

• Marketing Influenced Sales Cycles Attribution Report v2.0 - This guide will show you how marketing campaigns and programs influence sales cycle length so you can drive more programs that increase the velocity to close opportunities.

• Campaign ROI Attribution Report v2.0 - This guide will help you measure your Return on Investment (ROI) on individual campaigns or marketing channels and analyze data by account segments, product lines, and other relevant data points.

 

FAQs 

• How Do I Create an Apex Job View for Attribution v2.0 and v3.0