Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
Digital Marketing Terminology
Connectors / Integrations
Adding Your First Connector
How To Connect AdRoll / RollWorks
How To Connect Google Analytics
How To Connect HubSpot
How To Connect LinkedIn Ads
How To Connect Marketo
Overview of Connectors
ZoomInfo / DiscoverOrg
CaliberMind IP Addresses for Whitelisting
Setting Up the LinkedIn Push Connector
Connecting Tableau to CaliberMind
Ingesting CaliberMind Data Into Snowflake
Klaviyo connector [Via Fivetran]
Segment Connector [via FiveTran]
Pushing Caliber Mind Person Engagement Data to Salesforce
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
How To Connect Outreach
CaliberMind Connectors - Start Here!
Power BI/ Tableau/ Looker Connectors Article
Google Ads Connector (via FiveTran)
Pardot Connector [via FiveTran]
Connections - Email Notifications
CaliberMind Data Access FAQs
Twitter API Connector via Fivetran
Microsoft Bing Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
Logging Into Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
What are Lists?
Importing a List
Account List Upload File Requirements
Keyboard Shortcuts using SQL
Creating an Account List From a Campaign
How to create a list of all Opportunities that have a very low Engagement
People List Upload File Requirements
Campaign List Upload File Requirements
Use Case Videos - Creating a List Using the List Builder
Creating a List Using the List Builder - Step-by-Step Instructions
Creating Company Lists using SQL
List Builder - Start Here!
Creating Company Lists in List Builder
Where is my Segments Menu?
Downloading a List - Step-by-Step Instructions
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
Object Mapping: Create a Campaign Substitution
Web Tracker Installation & Settings
Installing AnalyticsJS (CaliberMind snippet)
Two ways to identify prospects that submit a form containing email address using AnalyticsJS
Install AnalyticsJS on a HubSpot website
Using AnalyticsJS Identify on embedded Hubspot forms
Using AnalyticsJS Identify on embedded Marketo forms
Types of Analytics.js Calls
Using Analytics.js to Track Web and Product Events
Web Tracker and Installation Settings - Start Here!
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
How to check your AnalyticsJS implementation
Flows Status Page
How to use QuickFlows
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
Linking CaliberMind Attribution Data to Salesforce
CaliberMind's Most Popular Flows | Automations
ZoomInfo - Add-to/Enrich your database
Program Logic for Campaigns
Custom Programs for Campaigns
Campaigns - Start Here!
User Administration & SSO
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
Administration and SSO - Start Here!
User Authentication and Provisioning
Insights - Create Multiple Engagement Score Models
How to Change Event Touch Scores
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Engagement Scoring Models Overview
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Identify users using Intercom Messenger
ABM Best Practices
Using Engagement Score to Trigger an Update in Salesforce
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Linking to CaliberMind Reports in Salesforce
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
Removal effect with a Markov chain model
Attribution Reports Summary
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Virtual Campaigns in CaliberMind
The A-Shaped Model
Campaign Types - Best Practices for Easy-to-Read Attribution
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Account Lists in Dashboards
CaliberMind Metrics Definition
Return on Ad Spend
Product Attribution Dashboard
Attribution Models: First-Touch
Self-Hosting CaliberMind AnalyticsJS
Tutorials and Use Cases
Using 'Search' Functionality
Customizing Report Visibility (Show/Hide)
How to Manage Your Offsite Events Using CaliberMind
How can I manage my BDR/SDR team activities with CaliberMind?
Combining Engagement Score with Attribution
Enabling the Sales Teams to see the Entire Buyers Journey
Searching for a specific account to view their Activity
How can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
Building Formulas with Functions
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Using Conditional Statements
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Creating Formulas Based on Criteria and Conditions (Filters)
Dashboard Function Reference
Introduction to Formulas - Start Here!
Using Quick Functions
Creating Sales Campaigns from Salesloft and Outreach Activities
Working in CaliberMind Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
CaliberMind Insights - Navigating to Insights/Dashboard
CaliberMind Insights - Using Dashboards
CaliberMind Insights - Dashboard Refresh Schedule
CaliberMind Insights - Application Concepts and Terminology
CaliberMind Insights - Filters & Aggregation Type
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Dashboard Templates
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Summary
Insights - Attribution Overview
Attribution - Campaign Detail
Insights - Attribution - Campaign Type Detail
Insights - Attribution - Channel Detail
Insights - Attribution - Program Detail
Insights - Attribution - Account Detail
Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition
Insights Engagement Dashboard - Aggregation Dates
Insights ROAS Dashboard
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
Sales Funnel Metrics
Funnel Events Technical Documentation
Marketing Sales Funnel Foundations
Funnel Static Event Configuration
What is a Starter Funnel?
Funnel Person Inclusion Configuration
Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Updated by Nic Zangre
In order to socialize CaliberMind within an organization, it's critically important to understand our reporting data model so you can confidently explain it to others on your team.
CDP Reporting Architecture
Under the hood of a Customer Data Platform, there are the following major components:
- Data Lake - Raw data replicated from an organization's siloed data sources (CRM, MAP, Ad Platforms, Web Data, etc). Most data streams into a data lake are in the form of JSON (a "semi-structured" format) which are "data blobs" and not formally structured tables with rows and columns.
- Data Warehouse - This is a "structured" database. The tables have defined rows and columns. It should be noted that the data is often still somewhat raw and not "matched-up" with tables from different data sources in the same data warehouse out of the box. It typically takes analysts many hours each month to build and maintain a data structure.
- Reporting Backbone - This is the consumer-ready reporting database, which is highly performant and intuitive. The Data Lake and Warehouse alone are not typically set up to enable streamlined reporting and insight discovery. Data warehouses are sub-optimal for producing meaningful reports unless organizational-specific schemas are set up to enable the average user to produce accurate insights.
- Customer Data Platform - An autonomous Data Lake, Data Warehouse, and Reporting Backbone all in one. In addition, CDPs have workflows to tag and improve data in your CRM or MAP tools. This is known as "data activation" or "data hygiene" depending on the use case. CDPs are extremely powerful because they have access to the reporting backbone and segmentation. These aspects enable your operations team to leverage data from any silo in the organization without having to do the work of stitching it all together. CaliberMind's CDP also uses best-practice fueled reporting structure and is built for B2B businesses--which means we allow our customers to look through an Account-Based lens.
An in-depth overview of CaliberMind's Core Reporting Backbone and schema can be found here.
The Reporting Backbone creates a centralized definition of a customer and assigns unified IDs across all your data sources.
While we offer reports and dashboards out-of-the-box, it's your data and we believe you should be able to visualize it wherever and however you'd like:
- BI Tools - Your company may use Looker, Tableau, or Power BI. Many of these visualization tools have standardized connectors to Google BigQuery and can be connected directly to your CaliberMind instance.
- CRM Reports - We recommend pushing Engagement data to your account and person records in your CRM, and we can push attribution data to a Salesforce custom object.
- Reporting Templates - We have dozens of dashboards. If you don't find what you need, we're always open to creating custom dashboards through either project-based work or managed services packages.
At times marketing data can get very confusing, especially when data definitions are used inconsistently.
The CaliberMind reporting structure for marketing starts with "Campaigns." Campaigns can be housed in your CRM, but we also pull the data from your MAP and paid advertising platforms (or elsewhere!). A campaign is an offer meant to incite a response from your prospect.
"Campaign Members" are a record that joins the person and the campaign. The Campaign Member is a record of how and when a prospect interacted with your brand. Somebody who opts into a Newsletter will flow into your CRM as a Campaign Member. CaliberMind associates users clicking on ads, emails, or visiting your website as virtual Campaign Members in our system (which we can push back into your system if you prefer).
Campaigns can be grouped as "Programs." Programs are also known as initiatives and often group together different campaign tactics under a single umbrella. Campaigns in a single program are meant to attract a specific audience into engaging with your brand. Programs can also bucket together a single offer rolled across multiple tactics (like a free trial offer on your website, LinkedIn, and a third-party website like G2).
Campaigns also have a tactic, category, or "Campaign Type." This is where your offer is presented. For example, we could try to get people to register for a Webinar, fill out a Web Form, or engage with Chat. Webinar, Web Form, and Chat are just a few examples of Campaign Types.
The last bucket we use in our hierarchy is the "Channel." This is how your prospect heard about the campaign and it often correlates to the UTM Medium in your URL query string. Examples could be paid-ads, paid-social, retargeting, direct, or organic-search.
Campaign types are completely customizable in CaliberMind, however we typically start by leveraging the list of campaigns types (or tactics if you use Dynamics) in your CRM.
If you are interested in standardizing your campaign types, here's a good list:
Account Based (ABM)
Operational (designates campaigns not intended to generate Attribution/ROI)
In CaliberMind, we sometimes create our own campaigns to better organize your raw data for reports. For example, we create campaigns and events (which are vaguely similar to Campaign Members in your CRM) for website visits whether or not we can identify the person or company associated with the activity. This data would quickly blow up the volume of your CRM data storage--which is expensive--so we recommend only pushing identified interactions back into your CRM or leaving them in CaliberMind.
People have short attention spans and are distracted easily. It's not uncommon for someone to visit your brand's website with a research goal in mind and then navigate away only to come back again later. To make sure the original entry point (or UTM value) into your website persists throughout the day's interactions, we associate the Channel used in the first entry point to every interaction that user takes on your website that same day. For example, when a user comes to your website from Organic Search, we would give the Organic channel credit for all the user's activity that day.
In the example below, we are attributing a "Demo Request" to the "Paid Search" channel (even though the demo request wasn't the first thing the visitor did when they came to the website):
Here is the standard list of channels you will find in CaliberMind and their definitions (this is customizable for your organization):
- Direct - No page referrer, UTMs, or campaign ids were found in the URL string.
- Direct-Influenced - A person outside your company referred a visitor to your webpage.
- Direct-Revisit - A "Direct" visit that occurs after the initial engagement.
- Display Ads - The UTM string matches your Display Ad platform.
- Email - The UTM string has "email" as the UTM Medium or is picked up as the result of a click in your MAP.
- Event - Trade shows, in-person events, or webinars captured by your MAP and/or CRM.
- Organic Search - The URL string contains a page referrer of Bing or Google.
- Organic Social - The URL string has a UTM Source or page referrer of Facebook or LinkedIn, but no campaign id.
- Other - Has UTMs but they don't match a mapped Channel or Campaign.
- Outbound Sales - A page visit from a sales email or an opportunity is created without any logged touches.
- Paid Search - The URL string has a UTM Medium of Paid Search.
- Paid Social - The URL string has a UTM Medium of Paid Social.
- Referral - An employee or partner refers a lead and the salesperson has added a "Referral" campaign.
- Syndication - A campaign upload in your MAP or CRM with a source of Syndication or a web visit with a UTM Medium of Syndication.
To learn more about the standard business logic for channels, here's a deep-dive article about which data schema attributes map to.