Best Practices for Data Hygiene

Attribution Reporting Problems:

Leads

Duplicate records: 

A common problem with attribution reporting are duplicate records. Duplicate records occur when the same contact is entered multiple times under one or several accounts. CM helps deduplicate records during the ETL process.

No email address:

Some contacts don't have complete information which can make it difficult to identify who they are . If an email address isn't associated with a contact then it will be difficult to reach them which is why some users will use a third party data enrichment tool.

No websites noted: 

If Analytics JS is not set up it will be difficult for the CM platform to track UTM parameters. UTM parameters track the journey a prospect takes when visiting your website. It specifically shows what pages a prospect visited and what content they mostly engaged with in order to reach out. 

Contacts not associated with Account:

Sometimes a contact is not associated with a specific account which can make it difficult to track certain prospects back to a specific company. 

Accounts

No websites noted:

If Analytics JS is not set up it will be difficult for the CM platform to track UTM parameters. UTM parameters track the journey a prospect takes when visiting your website. It specifically shows what pages a prospect visited and what content they mostly engaged with in order to reach out. 

Accounts with same website noted:

Duplicate records for accounts occur when two or more accounts have the same website associated with them. CM allows you to differentiate between the websites if an account has multiple domains associated with it.

Campaigns

Improper member statuses:

Member status may not always be up to date.If your system isn't setup correctly it is possible that some members that have “hand raises” may not get logged correctly. Contrarily, members that have engaged with your company but weren’t a fit may not have their status updated.

Member statuses without "responded" true

The actual responded date is not properly noted (first responded date)

Programs

No parent assigned to campaigns:

Some campaigns may not have a parent associated with them which will cause campaigns to be registered as a parent. This will cause issues because there will be several campaigns showing up as accounts that each have their own set of attribution.  

More than 2 levels of campaign parenting (Parent has a child, child has child, etc.)

When there are more than 2 levels of campaign parenting it can be difficult for the CM platform to produce accurate results given the level of granularity. 

Campaign members in both parent campaign and child campaign

Opportunities

It is important to have the opportunities that you are trying to track setup correctly. These are some of the common issues we see that cause opportunities to be missed or given incorrect values:

  • No opportunity value:
  • Created date after closed date
  • Closed date in the past
  • No primary campaign associated
  • Primary campaign associated, but no campaign members
  • No primary contact associated
  • Lack of associated opportunity /contact roles
  • No account associated with the opportunity

Engagement Reporting Problems:

Events

Events are the Atomic unit for CaliberMind when it comes to attributing activity to certain accounts. It is crucial to be able to track events correctly to understand what campaigns resonate with certain prospects and what activities they take to convert them from an MQL to an SQL. Here are Some of the most common issues we come across when it comes to tracking events :

  • Tasks aren't created with a lead/contact noted
  • Tasks are created with a lead noted, but not an account noted
  • Events aren't added to SFDC, aren't occurring from connected source
  • Events are noted as the incorrect event type

Website Visits

In order to get the most out of tracking website activity, it is important to have the Analytics JS setup correctly in order to capture UTM parameters. Here are some of the most common issues we come across when it comes to tracking Website visits: 

  • Improper UTM setup
  • No utm_source
  • No utm_medium
  • No campaign_id
  • Incomplete AJS setup (i.e. Only Page (header) snippet was installed but not the Identify (footer) call)

Funnels Attribution Problems:

Funnels give users the ability to track a prospect's journey as well as triggering events that move them to the next stage. Some of the most common problems we foresee when it comes to funnel stages are the following:

  • When you don't currently track funnel stages
  • When you don't currently have history tracking of stage changes
  • When you have static fields being overwritten


How did we do?


Powered by HelpDocs (opens in a new tab)

Powered by HelpDocs (opens in a new tab)