The Association of Strategic Marketing released a whitepaper written by Silverpop entitled Revenue Attribution: How to Measure the Impact of Your Marketing Efforts. It sets out:
• How to set your foundation up so you reduce missing or error-filled data.
• How to determine what your biggest source of leads is using today’s available marketing technology.
• How to best analyze the data and optimize your campaigns.
As marketers, it’s a struggle to tie marketing activities to revenue. In particular, the siloed nature of B2B sales data and marketing automation systems has made revenue attribution a challenging task. Even when companies have attempted to tie revenue to marketing activities, it’s typically been limited to attributing revenue to the first touch in the buying cycle. So check out this free whitepaper.