In this episode we go deep into revenue attribution with Steffen Hedebrandt, chief revenue officer and cofounder at Dreamdata.io in Copenhagen, Denmark, an expert in digital revenue attribution, purchase intent and user tracking.



But before we get into the interview, here are some revenue attribution basics...



What is Revenue Attribution?



Revenue attribution is the aspect of marketing and sales analytics that allows businesses to understand how different digital touchpoints contribute to revenue generation. It involves identifying and assigning value to each interaction a customer has with a company, helping organizations optimize their marketing funnel so they can allocate their resources efficiently.



Revenue Attribution Models



To excel in revenue attribution, marketers need to employ advanced analytics tools and platforms, align with their sales teams, and stay up to date on industry trends. Revenue attribution requires an understanding of data analysis, customer behavior, and marketing strategy. The best revenue attribution models help businesses allocate their budgets, improve their ROI, and make data-driven decisions for growth marketing.




First-Touch Attribution: This model attributes all the revenue to the first interaction a customer had with the company. It's valuable for understanding how initial marketing efforts contribute to conversions.



Last-Touch Attribution: In contrast to the first-touch model, this one assigns all revenue credit to the last interaction before a conversion. It's useful for recognizing the final touchpoints that directly lead to a sale.



Multi-Touch Attribution: This model is more complex and assigns value to multiple interactions throughout the customer journey. It acknowledges that customers often interact with a brand multiple times before converting.



Linear Attribution: Here, revenue credit is distributed evenly across all touchpoints in a customer's journey. It provides a balanced view of how each interaction contributes to the final outcome.



Time-Decay Attribution: This model assigns more value to interactions that occur closer to the conversion point, recognizing that some touchpoints have a more significant impact as the purchase decision nears.



Custom Attribution Models: Many businesses create their own attribution models tailored to their unique customer journeys and industry-specific factors.




About Steffan Hedebrandt



Steffan serves primarily on B2B digital marketing agencies. His services help clients nurture leads through the sales cycle to a decision point, which hopefully results in a sale. As a result, he thinks a lot about keyword intent. The specific term someone searches says a great deal about there likelihood to complete a purchase. And this interview, he shares his formula for keyword intent strategy.



Does a lot work helping SaaS companies with 15-500 employees. He targets marketing directors and says direct sales in the fastest channel. Or you can try to capture the highest intent by purchasing traffic from very specific channels like Capterra or G2, where visitors are very far down the purchase funnel, essentially comparing competing services to each other, which is among the strongest indicators of intent to purchase because the buyer has already invested a lot of time and energy into researching a product category.



Anonymous vs. Authenticated User Tracking



Marketers are starting to appreciate the difference between anonymous and authenticated user tracking. Anonymous user tracking platforms like Google Analytics track devices,