Multitouch Attribution

What is Multitouch Attribution?

Cookieless, first-party attribution from Arcalea connects channel source to revenue, with every step in between, capturing unfiltered customer journey information and identifying which source, channel, or customer paths provide the best high-value customers.

• Focus resources on only those channels which produce revenue
• Decrease spend waste by up to 1,267+%
• Increase efficiency and revenue across all platforms

Integrate full customer journey attribution directly into your SugarCRM, providing an average ROI increase of more than 49% of ad spend in the first 90 days, and as much as 1,267% across total working and non-working dollars.

Arcalea’s MTA (MultiTouch Attribution) allows clients with a digital presence to visualize insights from prospect and customer activity across their marketing channels, including website, Organic, Facebook Ads, Google Ads, & more. Unlike the attribution data from Google Analytics and Ad platforms, the MTA solution provides a complete, unfiltered set of customer journeys.

What MTA Does: Arcalea's MultiTouch Attribution records detailed information about visitors and their actions, and connects user data to metadata. This enables analysis of performance by individual and combined traffic sources, page sequences, page visits, and all types of attribution data including ad data fed into the platform.

First party data is then transmitted via Arcalea's API to the MTA platform. Analysis across multiple sessions, provide multiple views to understand the efficacy and ROI for various traffic sources/initiatives, integrating with the CRM for filtering by critical stage statuses, such as Revenue-producing, or any other Customer Status required by the business.

MTA offers an unlimited look back window from the time it is installed, meaning that no longer is attribution limited to just the last 90 days of traffic events. With MTA, all traffic sources are analyzed. In many cases, clicks more than 18 months old have been recorded as the first touch for leads which generated revenue.

MTA's reporting tools allow business users to interpret and understand not just Return on Advertising Spend (ROAS) but also the greater Marketing return across all channels Return on Marketing Investment (ROMI), and react to the true contributing factors that result in recognized revenue. Rather than connecting to several different platforms which result in inconsistent, and only directional data, users can access the MTA dashboards to quickly assess the big picture and react in real-time.

Differentiation: Due to the limitations of traditional attribution algorithms, legacy standards (e.g., first click, last click, positioned-based, etc.), and ad platform silos, a third party solution from Arcalea is necessary for comprehensive analysis of traffic sources and content consumed (pages, emails, multimedia, and documents). As a result, businesses can allocate resources based on performance and business requirements.

How It Works

By implementing advanced user tracking in SugarCRM with Arcalea's cookieless first-party attribution, leads and opportunities can be tied to all the traffic sources that contributed to the lead being added to the CRM in the first place.

Our approach integrates user tracking data at the lead and opportunity record level in SugarCRM by way of new technology that lists the traffic sources and counts of sessions for each traffic source that occurred up until the site visit that resulted in the contact record creation.

Interpreting Your Traffic

Clicking this new field will open the sessions report for that contact. This report provides detailed information about each session including the traffic source, such as Google Ads, Facebook, organic, etc., and the key metrics of that session including the session length, pages visited, and conversion data including all parameters in the URL for the conversion.

In cases where more than one session occurred before the contact was created, the sessions are numbered and presented in order, with the final session before the contact creation including the conversion data.

Features & Benefits

Features:

• Customer-specific configuration of an initial set of nine (9) dashboards, including various tables, graphs, and charts, representing dozens of filters across thousands of data points.
• Monthly subscription to a live, self-serve multitouch attribution dashboard which incorporates location-specific records and insights.
• Includes initial training, access to training videos, and ongoing platform support.
• Independent of Ad Platforms: Does not depend on platform-specific APIs that filter data before you collect it.
• Cookie-less: Does not rely on cookies that are currently scheduled for depreciation.
• Efficient: Our solution pulls unfiltered data at the moment of defined conversion triggers, capturing the full path of customer journey conversion.
• Simple CRM Integration: Integrate directly into your SugarCRM’s prospect and customer records.

Benefits:

• Integrate with CRM to review journey information in prospect records and nurture prospects with sales-driving data.
• Analyze KPIs from dashboard queries.
• Find and convert high-value leads.
• Focus working dollars on which channels produce revenue and which provide greatest efficiency.
• Dashboard provides both aggregated and granular views of touch points and patterns, with the ability to drill down to individual prospects and customers.
• Identify optimal channels by revenue volume and frequency, and use this data to rebalance spend for marketing impact and return.
• Eliminate waste across all channels.

Filters Include:

1. CRM Status
2. Is Revenue
3. Pages Viewed
4. Count Pages Viewed
5. Campaign Name
6. Campaign Medium
7. Campaign Source
8. Traffic Source
9. Creative ID
10. Geo State
11. Trigger
12. Keyword
13. Select Date Range

Table Headers (Data Points):

1. CRM Status (source/status provided by brand)
2. Revenue-Related Status (yes or no)
3. Pages Viewed (website pages viewed by source)
4. Count Pages Viewed
5. Campaign Name
6. Campaign Medium
7. Campaign Source
8. Traffic Source
9. Geo State
10. Location Applications
11. Location %
12. Total Conversions
13. Total Conversions %

Requirements & Notes

Compatible with Sugar 12 and above.