Scope of Work: Marketing Attribution Modeling Setup

1. Discovery & Audit

• Review client’s current marketing channels and campaigns.
• Audit tracking setup (UTMs, pixels, CRM integrations, analytics tools).
• Identify key conversion points (leads, demo requests, purchases, renewals).
• Define business goals (optimize spend, identify high-ROI channels, reduce CAC).

2. Strategy & Planning

• Select attribution model types based on client goals:
  • First-touch
  • Last-touch
  • Linear
  • Time-decay
  • Position-based (U-shaped, W-shaped)
  • Data-driven (algorithmic/ML-based)
• Decide on reporting scope (channel-level, campaign-level, keyword-level).
• Define KPIs: CAC, ROAS, LTV, MQL→SQL conversion, pipeline contribution.

3. Data Integration

• Connect all relevant platforms:
  • CRM (HubSpot, Salesforce, Zoho)
  • Analytics tools (Google Analytics 4, HubSpot Analytics, Mixpanel)
  • Ad platforms (Google Ads, Meta, LinkedIn, TikTok, programmatic)
  • Marketing automation (HubSpot, Marketo, Klaviyo)
  • E-commerce/POS systems if applicable
• Standardize UTM parameters and campaign naming conventions.
• Enable cross-device and cross-channel tracking.

4. Model Implementation

• Configure chosen attribution models in analytics or BI tools.
• Set up multi-touch attribution in CRM/marketing automation platform.
• Apply custom weights for touchpoints based on client business logic.
• Ensure data is synced in real-time or at scheduled intervals.

5. Testing & QA

• Validate data accuracy across all platforms.
• Test conversions from multiple sources to ensure proper attribution.
• Confirm UTM tagging and campaign tracking consistency.
• Run pilot reports to cross-check attribution results with raw data.

6. Reporting & Dashboards

• Build attribution dashboards in BI tools (Tableau, Power BI, Looker, HubSpot).
• Provide insights into:
  • Top-performing channels
  • Multi-channel customer journeys
  • Assisted conversions
  • ROI by campaign and channel
• Enable drill-down views for campaign managers and executives.

7. Optimization

• Use insights to reallocate marketing budgets toward high-ROI channels.
• Adjust campaigns based on assisted conversion impact.
• Compare performance under different attribution models.
• Implement predictive modeling for forecasting marketing ROI.

8. Ongoing Monitoring & Support

• Continuous data quality monitoring.
• Regular attribution model reviews as customer journey evolves.
• Quarterly strategy sessions to adjust weights, models, and KPIs.
• Training sessions for marketing and sales teams on interpreting reports.

Value Delivered

• Clear understanding of which channels and campaigns drive revenue.
• Optimized marketing spend with reduced wasted budget.
• Data-backed decision-making for campaign strategy.
• Improved alignment between sales and marketing teams.
• Scalable attribution system that evolves with business growth.