CaliberMind Analytics Concepts

In order to socialize CaliberMind within and organization, it's critically important to understand our reporting data model so you can confidently explain to others on your team.

CDP Reporting Architecture

Under to hood of a Customer Data Platform, there's the following major components

  1. Data Lake - Raw data replicated from organizational data silos (CRM, MAP, Ad Platforms, Web Data, etc). Most data streams into a data lake in the form of JSON (a "semi-structured" format)-- it's a data blob, vs rows and columns.
  2. Data Warehouse - This is the "structured" database. It consists of rows and columns and many tables of value to your organization. However, the data is often still somewhat raw and not "matched-up" with other tables out of the box. It typically takes analysts many hours each month to build and maintain the data structure. The data was
  3. Reporting Backbone - This is the consumer-ready reporting database, highly performant and intuitive. The Data Lake and Warehouse are not typically setup in such a way to enable streamlined reporting and insight production. Data warehouses are sub-optimal meaningful reporting unless organizational-specific schemas are setup to for average users for Leveraging machine-learning and the data in your warehouse is in a sub
  4. 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 since they have access to the reporting backbone, segmentation and operations are able to leverage data from any silo in the organization. This drives efficiencies and addresses data fragmentation. The CDP also has best-practice report visualization and ABM segments built out.

Reporting Backbone

An in-depth overview of CaliberMind's Core Reporting Backbone and schema can be found here.

The Reporting Backbone is your company's centralized definition of a customer and assigns unified IDs across all the platforms. An important note here is that the reporting data can be delivered wherever your organization prefers.

  • BI Tools - Your company may use Looker, Tableau or Power BI. These BI tools have standardized connectors to Postgres and/or Amazon Redshift and can be connected directly to CaliberMind.
  • CRM Reporting - Your company may wish to see our reporting data in a Salesforce custom object. This is also easy-to-day using the CDP functionality.
  • Reporting Templates - CaliberMind also offer 35 best practice marketing and revenue reporting templates in our application. So you can quickly visualize the reporting backbone that way too.

Campaign Hierarchy

At times marketing can get very confusing, especially when data definitions are used inconsistency. The CaliberMind reporting structure for marketing starts with "campaigns". We start be syncing over all the campaigns from all marketing systems. The campaigns are grouped as "programs. Campaigns also have a CTA category or "type", ie. what is the offer or the campaign to incentivize a response: White paper? Demo? Free Trial? Webinar? etc. As prospects learn about the campaign, we can further bucket these by "channel"-- or How did they hear about this campaign?

  • Program - A group of campaigns or and larger marketing initiative. A program called "Free Trial Nurture" may have sub campaigns like welcome emails an in-person training event.
  • Type - The content of type of interaction. The helps us understand what is interesting to prospects.
  • Campaign Member - A person in or responding-to the campaign. Somebody opted into a News Letter may go into the CRM as a "campaign member". CaliberMind associates users clicking on ads, emails , or in CRM as members out-of-the-box.
  • Campaign - A piece of content or offer to provide value to a prospect or customer.
  • Channel - The mechanism used to inform a potential customer of a campaign. Campaigns can be promoted on social media, Google or by sales, for example.

Campaign Types

Campaign types are completely customizable in CaliberMind, however we typically start by just leveraging the list of campaigns types in the CRM.

If you are interested in standardizing your campaign types here's a good list to start from and edit as fits your business:


Account Based (ABM)
Content Download
Content Syndication
Demo Signup
Direct Mail
Operational (designates campaigns not intended to generate Attribution/ROI)
Paid Display
Paid Search
Paid Social
Sales Outreach
Referral Program
Webinar/Virtual Event
Website Content

Virtual Campaigns

In CaliberMind, we sometime create our own campaigns to better organize reporting. For example, it's not uncommon where there's no campaign for "Organic Social - LinkedIn". This is because in your CRM, it's often difficult to tell when a contact searches for your site and clicks on the result. This information may exist in your data warehouse but not it the CRM. Fear not! We can create a "Virtual Campaign" the only exists in reporting to group campaigns members accordingly.


To more accurately group "sessions" or pools of engagement, CaliberMind adjusts channels to inherit the first channel assigned on a day. For example, when a user comes your website from Organic Search, to more completely credit Organic, we'd give a channel of Organic to all the user's activity that day.

In the below example, we are attributing a "Demo Request" to the "Paid Search" channel (even though it wasn't the first thing the visitor did when they came to the website).


Adjusted Channel



Paid Search

Paid Search

Banner Ad



Paid Search




Paid Search

Demo Request




Case Study


Here is the standard list of channels you will find in CaliberMind (again, this is customizable).

Display Ads
Organic Search
Organic Social
Outbound Sales
Paid Search
Paid Social
  • Direct - No page referrer, utms, or campaign ids found in the URL.
  • Direct-Influenced - A person outside our company referred a visitor to a webpage.
  • Direct-Revisit - A "Direct" visit that occurs after an initial engagement.
  • Display Ads - pulls from cm_campaign when campaign_id matches to utms (example Google Display Ads)
  • Email - utms have "email" or visits coming from MAP click
  • Event - Tradeshows and webinars and the "first engagement" of a visit
  • Organic Search - Has a page referrer of Bing or Google
  • Organic Social - Has a utm or page referrer of Facebook or LinkedIn, but no campaign id
  • Other - Has UTMs, but do not match to a channel or campaign
  • Outbound Sales - First touch of a visit is due to a sales email. Or an opp is created with no touches.
  • Paid Search - Pulls from cm_campaign when campaign_id matches to utms (example Google Search Ads)
  • Paid Social - Pulls from cm_campaign when campaign_id matches to utms (example LinkedIn Ads)
  • Referral - A internal employee refers a lead and adds a contact to a "Referral" campaign.
  • Syndication - A Content Syndication campaign in Salesforce

To learn more about the standard business logic for channels, here's a deep-dive article about which data schema attributes map to.

How did we do?

Powered by HelpDocs (opens in a new tab)

Powered by HelpDocs (opens in a new tab)