Mostly the clear line of thought around creating a hybrid attribution model to get a fuller picture of attribution that’s not just tied to direct response/ lead gen. That digitally biased attribution usually gets lumped into bigger budgets for faster content creation that ignores the dark funnel that is more impactful. I also hadn’t seen that awesome attribution study & chart you used in the article as well. It basically confirmed my gut feeling.
Also, I’d love to see more conversations from you and Chris in the future!
To demo your point (I work at Refine Labs) - we received an inbound meeting request earlier. Self-reported attribution (How did you hear about us?) referenced this substack. Google Analytics tells us the meeting request is the result of an organic search.
Hybrid attribution shows us the full view of what happened - they learned about us here, then went to Google and searched 'Refine Labs' and ended up on our site. We now know where demand was first created and the method they used to get to us.
If we were only looking at google analytics we'd only have half the story and would probably make incorrect assumptions about what to do in the future to get more of these types of meeting requests.
Loved this post! We actually follow Chris and Refine Labs on LinkedIn. They make great content, highly recommend for everyone.
One really interesting thing that we noticed through HubSpot is also that the revenue dominant channels were Direct, Organic Search and Paid Search. But, when we pause Awareness campaigns on Social, all of them drop. People quite often see your ads and don't click on them, but go and search for you.
On the side note, organic ungated content is probably one of the best things you can do to raise awareness and increase discovery of your business. That's why we have a Substack that will forever be free.
The attribution model analysis and how it impacts what companies do is illuminating.
Glad you found the piece to be useful!
This was the best article I’ve read in a while- it’s time to get to work on implementing this asap. Thanks!
Wow, so glad to hear that Tiffany! Did anything in particular stand out to you?
Mostly the clear line of thought around creating a hybrid attribution model to get a fuller picture of attribution that’s not just tied to direct response/ lead gen. That digitally biased attribution usually gets lumped into bigger budgets for faster content creation that ignores the dark funnel that is more impactful. I also hadn’t seen that awesome attribution study & chart you used in the article as well. It basically confirmed my gut feeling.
Also, I’d love to see more conversations from you and Chris in the future!
To demo your point (I work at Refine Labs) - we received an inbound meeting request earlier. Self-reported attribution (How did you hear about us?) referenced this substack. Google Analytics tells us the meeting request is the result of an organic search.
Hybrid attribution shows us the full view of what happened - they learned about us here, then went to Google and searched 'Refine Labs' and ended up on our site. We now know where demand was first created and the method they used to get to us.
If we were only looking at google analytics we'd only have half the story and would probably make incorrect assumptions about what to do in the future to get more of these types of meeting requests.
Wow, glad this is already reaching your attribution over at Refine Labs 😃
Loved this post! We actually follow Chris and Refine Labs on LinkedIn. They make great content, highly recommend for everyone.
One really interesting thing that we noticed through HubSpot is also that the revenue dominant channels were Direct, Organic Search and Paid Search. But, when we pause Awareness campaigns on Social, all of them drop. People quite often see your ads and don't click on them, but go and search for you.
On the side note, organic ungated content is probably one of the best things you can do to raise awareness and increase discovery of your business. That's why we have a Substack that will forever be free.
Great additions and +1!