Attribution

What is Attribution?

Attribution in marketing refers to the systematic assignment of outcomes, conversions, or revenue to specific marketing and sales activities across the customer journey. Its purpose is to quantify and compare the actual impact of channels, touchpoints, and campaigns. In a B2B context, attribution forms the foundation for data-driven budget, channel, and strategy decisions.

How does Attribution work?

Attribution works by collecting, connecting, and analyzing interaction data across multiple marketing and sales channels. Each relevant touchpoint, such as an email, digital ad, website visit, or physical direct mail, is recorded with context and timing. This data is then evaluated using a defined attribution model that determines how much each touchpoint contributes to a desired outcome.

Within modern MarTech environments, attribution is cross-channel and data-driven. Marketing automation, CRM, and analytics systems consolidate interaction data, match it with lead and account information, and assign it to specific campaigns or initiatives. This creates a transparent view of which activities influence buying decisions and which play a supporting role.

Triggers, data, or processes

Typical attribution triggers include measurable events such as lead creation, demo requests, contract signings, or expansion activities. The underlying data originates from both digital and offline channels, provided they are technically integrated. A consistent process for data capture, validation, and evaluation across the full sales cycle is essential.

Typical B2B use cases

In B2B marketing, attribution is commonly used to understand the impact of multi-step campaigns within long decision-making processes. Companies analyze how combinations of content, email nurturing, events, and direct mail contribute to meetings booked or deals closed.

Another key use case is account-based marketing, where multiple stakeholders within a target organization are engaged through different channels. Attribution helps assess the contribution of individual activities at the account level. It also supports alignment between marketing and sales by objectively evaluating timing, handoffs, and effectiveness.

Benefits of Attribution in B2B

Attribution provides transparency across complex customer journeys and reduces reliance on assumptions or isolated metrics. It enables informed decisions on channel prioritization, budget allocation, and campaign design. At the same time, attribution improves alignment between marketing and sales by making results measurable and traceable.

From an operational perspective, attribution supports continuous optimization throughout the funnel. Strategically, it enables more efficient resource allocation and increases the return on marketing and sales investments.

Attribution vs. related concepts

Attribution should not be confused with individual marketing channels such as email marketing or traditional direct mail. While those describe specific tactics, attribution is a higher-level measurement and evaluation approach. Marketing automation is also distinct from attribution, serving as the technological foundation for orchestrating interactions and capturing data. Attribution builds on this data to assess the true impact of each activity.

How does eesii support Attribution?

A direct mail automation platform like eesii supports attribution by integrating physical mail into digital marketing and analytics workflows. Mailing timing, target groups, responses, and follow-up actions can be systematically tracked and connected with digital touchpoints. This allows offline activities to be included in cross-channel attribution models and evaluated with the same level of transparency.