{"id":612,"date":"2022-11-08T14:00:38","date_gmt":"2022-11-08T14:00:38","guid":{"rendered":"http:\/\/danube-valley-digital-marketing.at\/?p=612"},"modified":"2022-11-08T14:27:18","modified_gmt":"2022-11-08T14:27:18","slug":"marketing-tracking-attribution-framework-hubspot-edition","status":"publish","type":"post","link":"https:\/\/danube-valley-digital-marketing.at\/en\/analytics_and_data\/marketing-tracking-attribution-framework-hubspot-edition\/","title":{"rendered":"Marketing Tracking & Attribution Framework: Hubspot Edition"},"content":{"rendered":"\n

You know how it goes: \u201cWhat\u2019s the ROI of this?\u201d, \u201cWhat\u2019s the ROAS of that?\u201d & \u201cHow many Demo Requests from the last campaign?\u201d are just the most prominent asks boards have for Marketers.  
And it\u2019s not an easy one to answer: ad spend for example doesn\u2019t just get demo requests in – it actually rarely does directly!
While there are certain campaigns that do, most just can\u2019t (and shouldn\u2019t) – this is all about creating vs. capturing demand. And measurement is severely limited by technology. The peeps over at e.g. Refine Labs<\/a> are evangelists here – basically advocating less analysis paralysis & the \u201cDark Funnel\u201d.<\/p>\n\n\n\n

It\u2019s a thing: trying to measure every ad $ is an inefficient, futile task that can\u2019t & doesn\u2019t create value for the team. Sometimes it just needs to be good marketing. 
But of course teams, boards and investors need KPIs. So a framework needs to be in place to give the team feedback on the performance beyond vanity metrics & KPIs (a.k.a. impressions\/CPM, clicks\/CPC and even conversions). And there\u2019s a few ways to solve for that.<\/p>\n\n\n\n

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Tracking the right impressions: LinkedIn<\/h2>\n\n\n\n
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Microsoft made a brilliant move buying LinkedIn in 2016 (for $26Bn) – its data is a treasure trove of B2B insights, provided by the 1st party (usually)! They are now more and more capitalizing on it – e.g. with the launch of Sales Insights 2021, but also by providing more detailed insights into campaign performance (maybe available via an integration or the API – pretty please LinkedIn?). The most valuable insights are the impression share in my humble opinion: <\/p>\n\n\n\n

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Tracking the right clicks: IP Unmasking<\/h2>\n\n\n\n

There\u2019s plenty of tools out there that help with that – Leadfeeder, Albacross or Lead Forensics among them. In a nutshell, these vendors sell their database of IP addresses. You get to understand what companies visit your website. <\/p>\n\n\n\n

As a next step, you can segment based on utm parameters – and therefore understand which campaigns drive that traffic. Those are then added to the CRM and can be considered \u201cLeads\u201d  (w\/o a form fill, but serious intent – add a \u201ctime on page\u201d or \u201cavg. session duration\u201d filter on top if need be). Well worth some sales development outreach IF the company is indeed a good fit. 
That data is then synced to the CRM via integrations or the API and we can take it from there. <\/p>\n\n\n\n

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Tracking the right Conversions: CDP<\/h2>\n\n\n\n

There\u2019s even more vendors around in this space. Some are focused on B2C (Emarsys and Exponea\/Bloomreach among them), some are more B2B focused (like Hubspot, but also e.g. Segment). Most can only pick up cookie-based information – but since these are first party, they will at least not be affected by Google\u2019s update \u201823\/\u201924. Specifically, it only triggers if a cookie is set (form submit) or resolves (so visits from the same cookie after a form submit). <\/p>\n\n\n\n

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Excursion: Marketing Attribution in Salesforce & Hubspot Campaign Objects<\/h2>\n\n\n\n

Why not go down the obvious route? Use what\u2019s already there? And it\u2019s easy enough – apart from a few admin settings, Salesforce Campaigns are set up quickly and work automatically out-of-the-box. They also come with fancy attribution models (e.g. U-shaped, W-shaped, Time-decay, Last Interaction). A good overview of the Salesforce side of things can be found in this SFDC Campaign Influence blog<\/a>. I covered the Hubspot side for Reachdesk here. <\/p>\n\n\n\n