B2B Marketing
Multi-Touch Attribution
Automatically connect and weight touches, accurately report on tactic performance, and optimize marketing spend and ROI
The Challenge of Achieving Accurate, Real-time
B2B Multi-Touch Attribution
Accurate multi-touch attribution is challenging. Complex B2B marketing sales cycles can have over 50 touches from initial contact to purchase. Long sales cycles and frequently changing tactics and content make it difficult to measure cause and effect. There are multiple good purchase journeys, but which is best? Prospects have varying levels of engagement with your tactics. All of these variables make it very challenging to achieve accurate marketing attribution.
The first challenge is data management. In order to have good MTA outputs, you have to ensure you have the right data inputs.
The second challenge is existing analytic models. B2B marketers already have MTA models. They either use off-the-shelf products or build them in house. How can they be improved without throwing away the work that’s been done?
The third challenge is accuracy and bias. The more advanced models become, the more they use weightings to drive precision. Engagement weightings. Context weightings. Tactic importance weighting. The problem is that when humans assign the weightings, they are biased and inaccurate. If the weightings are off, the insights are wrong, and the decisions are incorrect.
The Solution is AI-powered Multi-Touch Attribution
You can leverage and mature your existing MTA models and deliver ROI within 3 months.
First, start with the data. Modern data management technologies can augment your existing data management processes. Accurately identify organizations and contacts. Identify mis-tagged tactics and prospects to improve data quality. Include additional enterprise data sources to get the whole picture of the customer journey.
Second, evolve your B2B multi-touch attribution analytic models. Existing models can evolve to factor in other variables. Weightings can be applied for engagement. Context factors can be applied to each touch to factor when it occurs in the buyers’ journey. AI and machine learning technologies can augment existing analytic models to accurately calculate weightings, thereby improving the precision of your models.
Third, introduce recommendations for selecting tactics and optimizing budget. AI is the perfect technology to enable this. Using existing data, historic insights and outcomes, you can baseline recommendations. Then you implement a learning loop to monitor recommendations and outcomes and continuously improve.
B2B Multi-touch Attribution Benefits
Automated and intelligent multi-touch attribution solution delivers marketing ROI in 3 months
Include more data sources get the full picture. Improve data quality and match prospects & orgs. Accurately model the entire buyers journey.
Using AI, accurately weight and score each marketing tactic based on engagement time, context and importance. Identify your true best performing tactics.
Compare performance to marketing mix investment. Identify over & under performers. Direct precious marketing budget to tactics that impact revenue.
B2B Marketing Multi-touch Attribution Solution
Q Spark Group's B2B Marketing Multi-touch Attribution Solution is powered by AI. We utilize artificial intelligence and machine learning to automate data management tasks, calculate weightings used in analytic algorithms, and make recommendations for marketing decision-support.
Our solution is based on our micro data-insight-action pipeline technology. We have a pre-built pipeline that ingests and manages all data required for marketing attribution, weights and analyzes all marketing touches, scores the effectiveness of all tactics, and makes recommendations for tactic selection and budget allocation.
Take the Unified Marketing Analytics Maturity Self-Assessment
Everyone says being data-driven is a journey. But how can you plan that journey if you don’t know where you are starting from? Based on our experience in delivering unified marketing analytics for other organizations, we’ve put together a Unified Marketing Analytics self-assessment.
Take 2 minutes, fill out 12 questions, and get an understanding for just how unified your marketing analytics is.
What is Unified Marketing Analytics?
A Unified Marketing Analytics solution unites data, analytic insights, and marketing actions into a AI-powered, automated, and intelligent solution. UMA leverages existing data management tools, existing analytic platforms and integrates actions into your existing marketing applications.
Micro Data-Action-Insight Pipelines are tailor-made for your data-driven business initiatives. Each DIA pipeline contains pre-built data management functions to put the right data in context, pre-built analytics for the specific use case, and pre-built actions by integrating to marketing applications.
Making B2B Unified Marketing Analytics a Reality
The most important word in Unified Marketing Analytics is “Unified”. Unifying the right data with the right analytics to create useful insights. Unifying multiple B2B solutions so insights from one feeds into the others. Improved pipeline analysis feeds into forecasting and planning. Experience and product usage insight becomes foundational for account-based marketing, and so on.
You can leverage existing marketing technology investments to drive a Unified Marketing Analytics strategy. Data-driven marketing leaders are already achieving great results. Learn how you can too.
Other Unified Marketing Analytics Solutions
Budget Optimization
Budget is precious. In B2B, there are so many options for how to spend marketing dollars. But it never seems like there is enough data to determine what will work best. Automation for gathering the right data is the foundation.
Q Spark Group’s Budget Optimization solution delivers a Data-Insight-Action pipeline that gathers attribution and spend mix data, optimizes marketing mix based on your goals, provides user-friendly scenario planning for marketers, and observes marketing performance in real-time to create a continuous learning feedback loop.
Learn More
Forecasting and Planning
Forecasting in B2B is part art and part science. But does it seem to be too much art and not enough science? It is possible to forecast multiple quarters accurately, monitor forecast health, and take corrective marketing actions in time to improve the pipeline. It’s all based on data.
Q Spark Group’s Forecast and Planning solution delivers a Data-Insight-Action pipeline to automate data acquisition and preparation of forecast data, historical data, and current factors (marketing mix tactics and predicted outcomes, and sales force productivity and tactics), analyze and predict outcomes and confidence intervals for those outcomes, and determine dates by which corrective actions must be taken.
Journey Analytics
B2B journeys are complex. Interwoven micro-journeys by multiple decision makers and influencers must be understood. What constitutes a good journey? Using data, you can determine optimal journey paths for individuals involved in a purchase decision, and how and when those journeys should interact.
Q Spark Group’s Journey Analytics Solution analyzes existing marketing channel and sales force automation data to determine real journey paths by buying personna. Macro and micro journeys are analyzed and compared to optimal journey paths. Suggested actions are taken to automate nurturing and sales actions to ensure each persona is on the right path.
Account-based Marketing
Account-based marketing (ABM) in B2B is the ultimate level of personalization. But how personalized is it today, and is it only for your biggest accounts? When you are data-driven, ABM can be the norm, not the exception. Automating data acquisition, analysis, and delivery of tailored actions for each account is the only way ABM can be effective for all of your accounts and prospects.
Q Spark Group’s Account-based Marketing solution automates collection of account-based data and delivers account-based insights for lead scoring, time to buy, price sensitivity, and more. The Data-Insight-Action pipeline understands the entire customer relationship for multi-product sales, so you treat your customer like a client, not a prospect, each time they are interested in one of your offerings. QSG’s solution enables marketing into accounts after the initial purchase to drive adoption, usage and ultimately renewals and repurchases of your product offering.
Experience and Product Usage Management
A deep understanding of your customers’ experience and usage of your product is essential to guide those experiences and drive ongoing consumption/repurchases. Increasing digitization of all products is delivering what is needed to make that a reality – Data. Automating data collection from your products as your customer use them provides a wealth of raw information that can be analyzed, and specific actions suggested.
Q Spark Group’s Experience and Product Usage Management solution automates the collection and combination of product usage data. Analysis of usage patterns determines usage journeys and actions needed to promote optimal journeys. Insights on personalized product usage recommendations, in-context walk-throughs and case studies to provide customers help when needed, and timely campaigns to market customers to use, consume, and repurchase your products.
Pipeline Analytics
The marketing & sales pipeline is the lifeblood of B2B companies. Yet many of those companies don’t know if their pipeline is healthy because it is hard to analyze automatically. Unified data, insights and actions makes it possible. Analyzing historical and current pipeline data helps predict future quarter outcomes, in enough time to take corrective actions.
Q Spark Group’s Pipeline Analytics solution delivers a Data-Insight-Action pipeline to drive leads to deals. Through analysis of lead generation, opportunity qualification, sales velocity, pipeline aging, conversion rates, and loss vs no-decisions, QSG’s solution is able to deliver actionable insights quarter by quarter, with enough lead time to ensure those actions are effective at improving quarterly performance.
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