Select and Implement Attribution

Learning Objectives

• Evaluate attribution model options
• Select model for business context
• Design data requirements
• Create reporting framework

Scenario

B2B software company with complex buying journey:

Marketing channels:
- Paid search (30% of spend)
- LinkedIn ads (25%)
- Content syndication (15%)
- Events/webinars (15%)
- Organic/SEO (10%)
- Partner referrals (5%)

Typical journey: 8-12 touchpoints over 90 days
Buying committee: 3-5 stakeholders
Current state: Last-touch attribution in Salesforce

Problems:
- Marketing and Sales argue about lead quality
- Content team can't prove ROI
- Events seem valuable but "never get credit"
- Board wants marketing efficiency metrics

Instructions

1. 1Review company context and marketing mix
2. 2Evaluate first-touch, last-touch, linear, U-shaped, W-shaped, and custom models
3. 3Select and justify your recommendation
4. 4Define data requirements and sources
5. 5Design touchpoint tracking plan
6. 6Create reporting framework for marketing and exec team

Deliverables

• Model comparison analysis
• Recommended model with rationale
• Data requirements document
• Touchpoint tracking implementation plan
• Reporting dashboard design
• Change management plan for teams

Evaluation Criteria

• Model fits B2B complexity
• Recommendation addresses stated problems
• Data plan is comprehensive and realistic
• Reports serve multiple stakeholder needs