Pardot’s Multi-touch attribution model allows marketers to visualise campaign ROI across the funnel to prioritize channels and programmes that work best. Gain insight into which channels drive awareness, perform across all buying stages and help drive deals to close.
Benefits of using an attribution model
- Leverage both Pardot and Salesforce campaigns in order to pinpoint which marketing efforts are more effective.
- Focus on specific business needs for that time, for example, you can focus on building a pipeline and look at first touch attribution to show where most of your prospects are generated. If you wanted to focus on which campaign had the highest close rate, you would look at the last touch attribution.
- First Touch
This attribution type will assign 100% of “influence” or money earned to the prospect's first campaign. For example, if a prospect first came in contact with you by submitting a form to download a whitepaper, then responded to an email campaign and finally attended a webinar before purchasing, 100% of that money earned will be attributed to that initial webinar campaign because this was their first touchpoint.
- Last Touch
This attribution type will assign 100% of money earned to the prospect's last campaign. In the example above, 100% of earnings would be attributed to the attended webinar as that was the last touchpoint before a closed deal.
- Even Attribution
This attribution type will give equal weight to every campaign with which a prospect interacted. If a prospect touched four campaigns, each of those campaigns will each receive 25% attribution, if only two campaigns were touched, each will receive 50% attribution.
- Custom Attribution
Once you have enabled Campaign Influence and Additional Campaign Influence Models, you are able to create custom attribution models. The custom model allows businesses to identify their weighting, for example, you may give the first touchpoint weight of 30% and the last touchpoint 70%.