The Problem: Attribution Data Wasn’t Being Captured Correctly For Returning Customers In HubSpot
Taylor Company, an eCommerce client of Amilliat, a marketing engineer database technology consultancy, had a unique problem that was impacting their ability to accurately track and attribute revenue to their marketing activities inside of HubSpot.
The issue that they encountered was in HubSpot when contacts had multiple deals associated with them. In the B2B world, this typically occurs in the form of renewals, cross-sells or upsells. In B2C, a new deal often needs to be created every time that a customer places an order on the website, which is the situation that Taylor Company was in.
The total amount from multiple deals is attributed across all influencing campaigns with differentiation in the buyer journey by deal. There is one continous journey. The journey, however, looks different for every deal associated with the contact—particularly in an eCommerce application.
This means that the customer journey data needs to be associated with the deal that it ultimately influences, in order to accurately attribute your marketing efforts.
Taylor Company wanted to ensure that when they ran a campaign for the upcoming Black Friday holiday, this touchpoint should be counted towards the next deal and not towards previously won deals for the eCommerce company. A new journey has been started for a new purchase and they needed the data to reflect that. This allowed them to build accurate reports for influenced pipeline and revenue.
This issue that Taylor Company encountered was that, out of the box, HubSpot rolls up contact data, indiscriminately, to every deal tied to the contact. In order to ensure that certain data in attribution only applies to the correct deal, Taylor company needed to extend HubSpot’s association functionality to control what deal you want to roll up the contact’s latest attribution data.
