Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
CaliberMind Home Page & Navigation
Digital Marketing Terminology
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
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
Integrations Appendix by Connector
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Migrating CaliberMind Attribution Data to Salesforce
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
Field History SFDC Limits (Salesforce)
SFTP Synced Files - Making a Data Change
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
Setting Up the Salesforce Push Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
What is 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
Adding Custom Columns in Salesforce
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
Setting Up Account Trend Emails
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
CaliberMind's Most Popular Flows | Automations
Setting Up Workflow - Lead Deduplication
ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Setting Up Workflow - Contact Deduplication
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
CaliberMind Data Warehouse Access in Google BigQuery
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
GDPR Compliance with CaliberMind
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?
Choosing the Right Attribution Model
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
How do I use the 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
How Is CaliberMind Different From My CRM Attribution?
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Using Conditional Statements
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
Creating Formulas Based on Criteria and Conditions (Filters)
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Dashboard Function Reference
Introduction to Formulas - Start Here!
How Do I Know If a Campaign Is Good or Bad?
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
How to Create a Filter Bookmark
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - 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
Insights - ROAS Dashboard Use Cases
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
Insights - ROAS Terminology & Key Concepts
Insights Data Health and Integrity
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Event Explore for Funnels
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
What channels move journeys through a given stage?
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
How can I see the number of journeys in or passing through a funnel stage during a period of time?
Sales Funnel Metrics
What touches are influencing each step in the funnel?
How do I see the first event (or "tipping point") in each stage of my funnel?
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
Where are my customers stuck in journeys?
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
What is the difference between an Active Journey and a Journey?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Person Status Exits
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
- All Categories
- Attribution Models: W-Shaped
Attribution Models: W-Shaped
Updated by Camela Thompson
What is a “W” shaped Model ?
The “W” shape model is an attribution model that gives different weights to activities that include the following criteria: An activity that is flagged as the primary campaign, the activity is associated with a primary contact, or the activity happened prior to the opportunity.
Why use a W-Shaped Model?
The W-Shaped model is favored by companies that:
- Believe that the touch prior to opportunity conversion is more influential than other touches in the buying process
- Wants to weight the activities that happen prior to opportunity creation more heavily than post-opportunity creation
- Are aligned with their sales team on the definition of a primary contact
- Have consistent Opportunity Contact Role data entry by their sales team and/or require a primary contact
When sales and marketing teams are aligned on the above points, the W-Shaped model fits how the business thinks about their buyer. It allows them to put their primary contact related data to good use while still looking across the entire account and allocating at least a portion of credit to touches throughout the buying process.
How do you attribute value to the different points in a “W” shaped model ?
We attribute heavier weights to activities with the following three attributes:
- The activity is flagged as the primary campaign
- The activity is associated with a primary contact
- The activity happened prior to the opportunity create date
We assign boolean values (true/false) to these attributes and calculate a score based on our findings. The scoring rubric looks like this:
WHEN primary_campaign = true AND primary_contact = true AND pre_opp = true THEN 5
WHEN primary_contact = true AND (primary_campaign = true OR pre_opp = true) THEN 4
WHEN primary contact = TRUE OR (primary_campaign = TRUE AND pre_opp = true) THEN 3
WHEN primary_campaign = TRUE OR pre_opp = TRUE THEN 2
The calculation happens from top to bottom. So the logic is saying:
- If the event is associated with a primary contact AND it’s the primary campaign activity AND the event happened before the opportunity, then give it 5 points OTHERWISE
- If the event is associated with a primary contact AND it’s EITHER the primary campaign OR happens before the opportunity is created (BUT NOT BOTH), then give it 4 points OTHERWISE
- If the event is associated with a primary contact (but does not take place prior to the opportunity creation and is not the primary campaign event) OR (it’s the primary campaign event AND happened before the opportunity was created (but not associated with the primary contact)), then it gets 3 points OTHERWISE
- If it’s the primary campaign activity OR it happened before the opportunity was created (but not associated with the primary contact in either case), then it gets 2 points OTHERWISE
- Give it one point (which means it happened after the opportunity was created and is not associated with the primary contact and it’s not the primary campaign activity)
Let’s look at a scenario (It’s like a word problem. We all loved word problems, right? :):
Let's say there are five campaign activities. Two are associated with the primary contact. One of the primary contact's campaign activities is also the primary campaign on the opportunity. All five happened before the opportunity was created.
Here is how we would think about points for the five events/activities:
- All activities happen prior to opportunity create, so the minimum points they would get are 2 points
- The activity that is a primary campaign activity and associated with the primary contact will get 5 points (since it also took place before the opportunity creation)
- The activity that is associated with the primary contact but not a primary campaign activity (remember, it also happened before opportunity creation) will get 4 points
The point allocation looks like this:
2 + 2 + 2 + 5 + 4 = 15
The way the Amount on the opportunity would be divided across the touches is:
Event 1: 13.33%
Event 2: 13.33%
Event 3: 13.33%
Event 4: 33.33%
Event 5: 26.67%
Which is 100%.