Lely North America


Attribution Reporting

Marketing Effectiveness, Quantified

So you’ve created a campaign with multiple touchpoints — emails, social media, print ads, digital ads and more! But how effective was each piece at leading to a conversion? At AKC, we utilize attribution reporting to quantify how significant each touchpoint — site interactions, link clicks, email views, and so on — is in your contact’s journey. 

Our ultimate goal is to determine which touchpoints, platforms and assets are most valuable when it comes to lead generation, deal creation and driving revenue. Analyzing this data allows us to put your dollars exactly where they’re needed to maximize the effectiveness of your marketing strategy.

We’ve developed a robust attribution reporting model for our client, Lely North America, and update it every quarter to best ensure their money is spent in places with the highest chance of converting prospects to customers.

The Opportunity

Content for content’s sake may work in the short term, but understanding your customers, what they engage with and what is most effective at generating revenue ensures budgets are spent wisely.

With Lely North America, we have a wealth of history to look back on and content data to analyze, which helps us create accurate revenue attribution by touchpoint.

The Implementation

With Lely North America, we developed a system to attribute revenue by each touchpoint type. The formula helps us determine which types of interactions were most helpful in closing deals. We measure units of success per touchpoint, or more simply, units per touchpoint.

This formula evaluates outreach efforts for automated farming solutions, such as robotic milking systems. With this model, we found that, for deals closed during a specific quarter, meetings were the most effective touchpoints, earning a unit per touchpoint score of 0.28. Website interactions were also valuable and earned a score of 0.15, as well as interactions on landing pages and paid ad clicks, both of which scored 0.13.

These point totals help everyone understand what prospects engage with and how valuable those interactions are in reference to final sales totals.

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