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Bizible launches first self-service custom attribution for B2B

The new service also offers machine learning-generated recommendations.

Barry Levine on January 31, 2017 at 3:11 pm

Every marketer wants to know which spending across the customer funnel had the biggest impacts on generating leads, closing sales or reaching other goals.

Attribution service Bizible sifts through marketers’ data — sales records, customer relationship management files, ad networks, websites and the like — to show which parts had what kind of impact. It’s a look back at the completed information, to determine what efforts should receive more credit.

The platform has offered that analysis through five out-of-the-box models that are designed for different use cases. In those use cases, the weight given to a specific component — such as product demonstrations — was fixed.

But a client company may want a custom weighting, CEO Aaron Bird told me, because it knows something the data doesn’t show, such as “demos almost always lead to closing a sale.”

This week, Bizible launches what it says is the first do-it-yourself custom attribution service for B2B businesses, backed by machine learning recommendations. Some other B2B attribution services offer custom modeling, Bird said, but only when their clients employ the services’ staff to set it up on a case-by-case basis.

On Bizible’s platform, clients can manually set their own percentages to weigh specific parts of the funnel differently, giving customized credit to various parts of marketing, advertising or sales efforts.

Machine learning makes recommendations as to weighting, based on an automated analysis of the relative impacts. Here’s a screen shot of the new custom modeling, showing the five fixed models, plus the machine learning recommendation and a field for customization:

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.