Understanding Attribution

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Attribution is the industry practice of justifying spend and providing data to prove that your marketing and sales activities are impacting pipeline and revenue. Unlike traditional demand gen solutions, the Demandbase Attribution solution tracks activities from both known and anonymous visitors, across all defined journey stages, and we add Demandbase Engagement Minutes to our attribution data. You can answer questions, such as:

  • Which channels are generating the most qualified accounts?
  • What is Marketing’s contribution to Pipeline and Revenue?
  • What campaigns are meeting or exceeding the ROI target?


Account-Based Attribution

Unlike other attribution tools, Demandbase Attribution is account-based and looks at every interaction that sales and marketing have with accounts, opportunities, and people, not just marketing campaigns. To deliver a complete account-based measurement solution, Attribution uses Demandbase:

Five Approaches to Attribution 

We offer five attribution models that you can switch between, including:

  • First Touch (100%...How are we sourcing accounts, for example?) 
  • Last Touch (100%...What’s driving revenue, getting accounts to Closed/Won?)
  • Equal Touch (100% evenly split across all engagements)
  • U-Shaped/Position Based (blend of three models above: 40%/20%/40%...you can change the percentages)
  • Demandbase Engagement Minutes (“minutes”/score-based)





Demandbase Applies Engagement Minutes to Attribution

In addition to standard attribution data, Demandbase Attribution leverages its Engagement Minute analytics to show the impact on key milestones in each journey. This insight allows you to understand what type of engagements are successful and where to continue investing budget. For this reason, you’ll want to make sure that any activities that you want to contribute to Attribution are configured for Engagement Minutes. (Because Demandbase Engagement Minutes do not track ads, they are not currently included in the Attribution package.)

The Demandbase Engagement Platform collects data from many different sales and marketing systems. All of the engagement data then gets weighted by our Engagement Minutes Model.


Attribution then uses the Demandbase Activities to calculate attribution of each activity to each Journey Stage transition. Journey Stage transitions are milestones on the Opportunity or Person (Lead or Contact) account at a specific point in time.

Salesforce Dashboards

Our multi-touch approach (from First Touch to Last Touch) delivers insights via dashboards that leverage the familiar Salesforce reporting infrastructure. Use them to make better decisions about how to prove Marketing’s impact and allocate budget.


Get Ready for Demandbase Attribution 

To take advantage of Demandbase Attribution, you’ll need:

  • Familiarity with B2B Attribution
  • Demandbase Engagement Minutes and Journeys already in place
  • Established life cycles and scoring
  • Full integration with Salesforce (both pull and write-back capabilities)
  • Full integration with a MAS (Marketing Automation System)
  • Knowledge of Salesforce reporting dashboards
  • Designated personnel, such as a Project Lead, Platform Lead, Salesforce Lead, and Marketing Lead (could be the same person), to get the most out of Demandbase Attribution

Set Up with Demandbase Attribution and Salesforce

You’ll begin using Demandbase Attribution by setting it up in Demandbase at 1SettingsCropped.png Settings > Journey > 

  • Journey and Attribution Settings,
  • Account Journey Builder,
  • Attribution Person Journey Builder, and
  • Attribution Opportunity Journey Builder.

To get started, Configure Attribution Filter Criteria.

You can then move on to integrating Demandbase Attribution with Salesforce to configure and view your dashboards. You will need to install a separate app from the AppExchange. To get started, Install Demandbase Attribution in Salesforce.



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