Attribution Methods and Lead Source

I agree with you, Josh. "Web" is not a lead source. We collect similiar information, but with only four data points:

1) Date
2) Channel (i.e. Social Media)
3) Channel Details (i.e. LinkedIn)
4) Content

And, of course, the "Who" information you mention. Sometimes even those four fields are more than we need. If we need more detail, we can add it to the "Channel Details" field. So in your example, it would be:

1) Date
2) Newsletter Ad
3) Magazine X
4) Webinar Y

great pts Delinda

Hi Josh,

Very interesting post.  While lead source is a critical point in attribution, it may not be the first point of interaction and is rather an inflection point where we identify what would otherwise be an anonymous prospect.
Given the fact that up to 90% of buyer's journey happens before the prospect reaches out to vendors, it would be as important to understand a prospect's activities before the prospect becomes identifiable through a specific source as to nurture it once it's identified as a lead.  The latter is something that marketing automation handles very well.  But, the former seems to be more challenging.

Would love to hear your thought...

Regards,
Ronald