Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I’ve seen a lot of attribution vendors recently. Quick searches for "attribution" on G2 Crowd and TrustRadius turned up lists of 29 and 17 vendors, respectively – neither including Brightfunnel or Claritix, incidentally. A closer look found that 13 appeared on both sites, that each site listed several relevant vendors that the other missed, and that both sites listed multiple vendors that were not really relevant. How does the vendor do the attribution calculations?

POS 160

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales.

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1 Key SaaS Sales Metric to Fine-Tune Sales Productivity


That doesn’t mean that a company shouldn’t analyze and track how long leads sit until being classified as an opportunity, but we recommend starting the sales cycle from the date when a lead is qualified as an opportunity. Sales is the Growth Engine.

What Is Privacy Forward and Why Does it Matter for Marketers?


The data that is already out there, whether it’s been released or stolen, can then be correlated and shared. A privacy forward approach is best described as the guidelines for identifying data that should be considered classified.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

Not surprisingly, people who classify SCV as extremely important are more likely to actually have a database in place than people who consider it just very important, who in turn have more databases than people who consider it even less important or not important at all. (In

Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Predictive models can show how different attributes correlate with targeted behaviors such as purchasing a product. Vendors are another matter: there’s inherent scale economy to scanning the Web and social media once and applying the results to many different clients.

Speed-trap and SAS Promise More Accurate Web Analytics

Customer Experience Matrix

Yet this is not truly unique: ClickTracks also uses a single tag without attribute pre-specification, and there may be other vendors who do the same. As with any vendor white paper, its description of competitive products must be taken with a large grain of salt. In particular, one would hope for some help in correlating activities across channels to better understand customer behavior patterns.

Blog #6.3: Merits of Story Telling and Introduction to Predictive Narrative


Correlation stories examine the inter-relationships among variables, while causation stories will examine the impact one variable will have on another variable – what is important is to explain in narrative text what the visualizations are saying so clarity of the story can be interpreted due to the different adult learning styles. An executive decision was made that any opportunities that SalesChoice classified as a C were not allocated out a B2B budget or to be pursued.

12 kinds of Knowledge Workers

Buzz Marketing for Technology

You love classifying knowledge and organizing content into taxonomies. The ERP has provisions to delete items, customers, vendors, etc. I have discovered that unfortunately, history on those deletions do not go away, so that when we re-issue an item, customer, vendor, etc. Can we correlate true population with whats in the directories?

RSS 100

Numeric Scoring: The Key To Lead Management Success

delicious b2bmarketing

Seems like there should be a correlation here. And if the correlation is weak - then perhaps the criteria for scoring need another look. Bottomline: I'd be interested to see quantitative research on this, but the anecdotal information, in my mind, suggests the correlation is strong. You also raise a good point: if the correlation is weak, your scoring may need adjusted.