Marketing Attribution Investigation

Discover which marketing campaigns and channels drive the highest quality leads and best ROI.

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The Question

"Which campaigns drive quality leads?"

Or variations:

• "What's our most effective marketing channel?"
• "Which campaigns have the best ROI?"
• "What marketing is actually working?"
• "Why is lead quality declining?"

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What Scoop Investigates

When you ask about marketing attribution, Scoop runs a multi-probe investigation:

Investigation Plan:
├── Probe 1: Lead volume by source
│   └── How many leads from each campaign/channel?
├── Probe 2: Lead quality by source
│   └── Which sources produce leads that convert?
├── Probe 3: Revenue attribution
│   └── How much revenue traces to each source?
├── Probe 4: Cost efficiency
│   └── What's the cost per qualified lead by channel?
├── Probe 5: Pattern analysis
│   └── What characteristics predict high-value leads?
└── Synthesis: Attribution insights and recommendations

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Example Output

Investigation Results: Marketing Attribution Analysis

FINDING 1: Lead Volume by Channel
├── Paid Search: 2,450 leads (35%)
├── LinkedIn Ads: 1,820 leads (26%)
├── Organic Search: 1,540 leads (22%)
├── Email Campaigns: 840 leads (12%)
└── Events/Webinars: 350 leads (5%)

FINDING 2: Lead Quality (Conversion to Opportunity)
├── Events/Webinars: 42% convert (highest quality)
├── LinkedIn Ads: 28% convert
├── Organic Search: 22% convert
├── Email Campaigns: 18% convert
└── Paid Search: 8% convert (lowest quality)

FINDING 3: Revenue Attribution (Last 6 months)
├── LinkedIn Ads: $1.8M (32%)
├── Events/Webinars: $1.2M (21%)
├── Organic Search: $1.1M (19%)
├── Paid Search: $980K (17%)
└── Email Campaigns: $620K (11%)

FINDING 4: Cost Efficiency
├── Organic Search: $45 per qualified lead
├── Events/Webinars: $180 per qualified lead
├── LinkedIn Ads: $220 per qualified lead
├── Email Campaigns: $85 per qualified lead
└── Paid Search: $340 per qualified lead

FINDING 5: High-Value Lead Patterns
├── Job title contains "VP" or "Director": 3.2x more likely to close
├── Company size 200-1000 employees: highest conversion rate
├── Multiple touches before form fill: 2.5x higher deal size
└── Downloaded technical content: 40% faster time to close

RECOMMENDED ACTIONS:
1. Shift $50K/month from Paid Search to Events/Webinars
2. Create more technical content (predicts faster close)
3. Build retargeting sequences before form fill
4. Focus LinkedIn targeting on VP/Director titles at 200-1000 employee companies

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Sample Prompts

Basic Attribution

"Which marketing channels work best?"

Quality Focus

"Which campaigns produce leads that actually close?"

ROI Analysis

"What's the ROI of our LinkedIn ads vs Google ads?"

Trend Analysis

"How has lead quality changed by source this year?"

Predictive

"What predicts whether a marketing lead will become a customer?"

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Follow-Up Questions

After the initial investigation, dig deeper:

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Data Requirements

For best attribution analysis, your data should include:

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Tips for Better Results

1. Track the full journey - Connect leads to opportunities to revenue
2. Include costs - Enables true ROI calculation
3. Capture touch points - Multi-touch attribution needs interaction data
4. Tag campaigns consistently - Clean naming enables accurate grouping
5. Include lost deals - Understanding what doesn't work is valuable

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Related Patterns

• Pipeline Investigation - Analyze pipeline health
• Customer Churn Analysis - Predict and prevent churn
• Period Comparison - Compare marketing performance over time