Attributes vs Attribution for funnel performance –what and how
Gokul Anantha
Eric Jepsky
The terms “attributes” and “attribution” are related but distinct concepts.
- Attribution(n) refers to the source to something, or the acknowledgment of the creator of a work. It is primarily used as a mechanism to credit.
- Attribution(v) is the process by which individuals explain the causes of behavior and/or events
- Attributes(n) are characteristics, qualities, or properties that describe or define an object, person, or concept.For e.g. Account, Lead or Opportunity. As extension, the process of determining which among the attributes help better explain the causes of behaviour or events is also attribution.
At loglens.io , we undertook a quick survey of GTM leaders to understand their priorities when dealing with attribution. The responses uncovered something that validated our hypothesis – Understanding the underlying cause or event came up as a more important objective.
Globally, GTM leaders spent greater than $4.1 billion dollars (2023 estimate) on tools and services to determine first-touch, second-touch, multi-touch attribution that are all focused on knowing who or what to credit. Yet, more than three quarters of b2b SaaS don’t possess a programmatic way to gain insight into underlying causes (or attributes) to conversion events – resulting among other things in gaps in ICP definition and monitoring.
We get it, underlying causes seem intuitive; the data behind it is hard(er) to capture, possibly subjective and need deeper data science capabilities.
At loglens.io , we seek to simplify and solve for this. By building the only data & data-science /AI platform today – for GTM teams . loglens© is purpose–built to uncover attributes to conversion across the entire funnel. As one of the outcomes, loglens© also defines and helps monitor your ICP.
Gokul Anantha
Gokul started his career building a CRM service line at HCL Technologies. Over 20+ years , he has led revenue growth at Cognizant, HCL and most recently at SAP's communication services business unit pursuing both product and sales led strategies. loglens.io is the outcome of personal experiences
Eric Jepsky
Eric is an executive with experience scaling some of Silicon Valley’s largest technology companies, excelling in sales, marketing, business development, finance, and operations
