hello and welcome to this video where
we'll talk about marketing attribution
in zoho crm
marketing campaigns are run by
businesses to promote their products or
services to the right set of audiences
at the right time encouraging them to
buy
these campaigns when quantified help us
understand which campaigns influence the
customer's decision-making process
consider the case of a business that
provides software solutions
their different marketing campaigns
would include email campaigns tv and
print media advertisements social media
promotions trade shows
business conferences webinars etc
knowing which campaign helped them close
a deal will help marketers understand
what campaigns take precedence in a
potential's buying behavior
with the help of marketing attribution
in zoho crm you can track various
customer touch points and understand
which marketing campaigns were effective
this allows you to increase marketing
efforts wherever required
zoho crm offers six different types of
attribution models
before you use this feature you have to
choose one attribution model that will
best suit your business
go to setup
automation
marketing attribution
let's take a look at the different types
of models available in zoho crm
the first touch model gives credit to a
single touch point that is a hundred
percent of the credit is given to the
first campaign
say for example a customer signs up for
a webinar on your website after the
webinar the lead receives an email and
upon follow-up with email and a product
demo they're eventually converted into a
closed deal
in this case when the first touch model
is active complete credit is given to
that first campaign i.e the webinar
the last touch model gives credit to the
last campaign that influenced deal
closure
for example say you obtained a bunch of
leads from the latest trade show your
business conducted
you sent out an email campaign to them
and reached out to those interested via
email
in this case the last touch point i.e
email is given credit
the u-shape model gives major credit to
two customer touch points
the initial marketing campaign that
helped in lead generation and the last
campaign that helped close the deal or
any of the two stages in between
let's take the case of a real estate
business
they get leads through various sources
like trade shows email campaigns
webinars advertisements etc
after screening and following up with
all of the leads through various
marketing campaigns the credit is given
to the lead creation stage in this case
it's the first stage
and the deal close stage
so forty percent of the credit is
assigned to the lead creation touch
point
forty percent of the credit to the deal
closure touch point
and the remaining credit is evenly
distributed to all of the remaining
touch points
u-shape model can be effective if any
two customer touch points are extremely
vital to your business
the w-shape model is similar to the
u-shaped attribution model except this
focuses on three customer touch points
lead creation
deal creation and deal one
note that any three customer touch
points can be chosen based on your
business requirements
thirty percent credit to each of these
three touch points and the remaining ten
percent evenly distributed among the
remaining campaigns
for example let's consider a software
company that may have a complex sales
process and wants to focus majorly on
the lead conversion
negotiation stage
and deal closer stage
then these touch points can be selected
and credits will be assigned to them
accordingly
the linear attribution model gives
credit equally to all marketing
campaigns
for example if all the campaigns that
your business runs are important to you
and you want to measure them equally
then you can go with this model
if your sales cycle has five touch
points then it will give 20 percent
credit to each of those touch points
for certain businesses while they want
to measure all campaigns they might give
more importance to some more than others
so linear attribution model in zoho crm
allows you to give credit weightage to
certain campaigns on a level of one to
four
say we give four times weightage to
webinar campaign two times weightage to
campaign and email campaigns
from here you can exclude campaigns that
are irrelevant
based on the weightage and the excluded
campaigns credit is assigned to each
campaign
the time decay attribution model gives
more credit to the marketing campaign
that is closest to the deal closure
this model can work better for a longer
sales cycle where the earlier touch
points may not necessarily be the most
important touch points
for example let's take the case of a
product development business
the leads may have been converted
because of a webinar they attended after
which they received an email and
obtained a product demo right before
closing the deal
in this case based on the time decay
attribution model the nearest campaign
before closing the deal is the product
demo
so credit is given to that campaign
upon choosing the desired model for your
business you can click save
once the attribution model is set up for
your business all the statistics are
available on the campaign's records
details page
let's take the case of an email campaign
here you can see information like number
of leads contacts participated
generated revenue
roi value and number of deals that
contributed to that roi
a set of marketing attribution reports
are available by default in the
analytics tab
let's open the analytics tab and click
on marketing attribution here
you can see various components like
campaigns with greatest roi
top revenue generating campaigns
conversions based on type of campaign
etc
you can also create your own customized
component by clicking on the add
component button right here
marketing attribution will help you
understand the complete journey of the
customer and also gives a proper
understanding of the type of marketing
that is most suitable for your business
that's all about marketing attribution
for more resources on zoho crm please
visit us at
dot www.zoho.com slash crm slash
resources