System Overview
Getting Started
New to CaliberMind - Start Here!
CaliberMind Home Page & Navigation
Home Page Navigation Redesign
How do I use CaliberMind's search functionality?
Company or Account Detail - Search Results
Campaign Detail - Search Results
Person Detail - Search Results
Opportunity Detail - Search Results
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
How to use Dashboards
Connectors / Integrations
CaliberMind Connectors - Start Here!
Adding Your First Connector
CaliberMind Connectors
How to Connect: Act-On
How To Connect: AdRoll / RollWorks
How to Connect: G2, Bombora, or 6sense
How to Connect: Google Ads [via FiveTran]
How To Connect: Google Analytics
How to Connect: Google Sheets
How To Connect: HubSpot
How to Connect: Klaviyo [via FiveTran]
How To Connect: LinkedIn Ads
How To Connect: Marketo
How To Connect: Microsoft Dynamics
How To Connect: Outreach
How to Connect: Pardot [via FiveTran]
How to Connect: Salesforce [via FiveTran]
How to Connect: Segment [via FiveTran]
How to Connect: Twitter [via FiveTran]
How to Connect: ZoomInfo / DiscoverOrg
How To Connect: Google Campaign Manager 360
Kickfire
Setting Up the LinkedIn Push Connector
Setting Up the Salesforce Push Connector
How to Connect: Slack
Power BI/ Tableau/ Looker Connectors Article
Connecting Your Data Warehouse to CaliberMind - Start Here!
Connecting Tableau to CaliberMind
CaliberMind Data Export to Google Cloud Storage
Ingesting CaliberMind Data Into Snowflake
Pushing CaliberMind Person Engagement Data to Salesforce
Integrations Appendix by Connector
SFTP Connector - Updated 2021
Replicating CaliberMind Attribution Data to Salesforce
How to Connect Facebook Ads
How To Connect: Google Search Ads 360
KickFire De-Anonymization in CaliberMind
Field History SFDC Limits (Salesforce)
SFTP Synced Files - Making a Data Change
Connections - Email Notifications
CaliberMind Data Access FAQs
Microsoft Bing Connector [via FiveTran]
Connector Health and Web Tracker Health reports
Connectors Status Page
In-App Notifications
CaliberMind IP Addresses for Whitelisting
Developer Guide
Developer Guide - Start Here!
CaliberMind Entity Relations and System Tables
What is Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
System Configuration
Configuring Funnels
How to Set Up and Configure Funnels
Funnel Stages Configuration and Stage Definitions
Funnels FAQs Technical Documentation
Funnel Company Inclusion Configuration
Event Explore for Funnels
Funnel History Event Configuration
Funnel Static Event Configuration
Funnel Person Inclusion Configuration
Funnel Person Status Exits
Object Manager: Campaign Member
How to See Your Object Manager History and Revert Back to Previous Versions
Setting Your Saved Filters for In-App Reporting
Setting Up UTM Mapping in CaliberMind
UTM Parameters Formatting and Best Practices
Standard Channel Logic
Channel Ranking Logic
Custom SQL Data Transformations
Add BigQuery Users within CaliberMind
Remove a BigQuery User within CaliberMind
Adding Custom Columns in Salesforce
How to Email CaliberMind Reports
Setting Up Account Trend Emails
How does CaliberMind normalize the raw data for use?
List Builder
List Builder - Start Here!
What are Lists?
Creating a List Using the List Builder - Step-by-Step Instructions
Use Case Videos - Creating a List Using the List Builder
Importing a List
Downloading a List - Step-by-Step Instructions
Account List Upload - File Requirements
People List Upload - File Requirements
Campaign List Upload - File Requirements
Creating an Account List From a Campaign
Creating Company Lists in List Builder
Creating Company Lists using SQL
How to create a list of all Opportunities that have a very low Engagement
Where is my Segments Menu?
Keyboard Shortcuts using SQL
Web Tracker Installation & Settings
Web Tracker and Installation Settings - Start Here!
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
Analytics.JS Overview
Using Analytics.js to Track Web and Product Events
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
Using AnalyticsJS with Qualified
How to check your AnalyticsJS implementation
Identify users using Intercom Messenger
Flows
CaliberMind's Most Popular Flows | Automations
How to use QuickFlows
Flows Status Page
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
Setting Up Workflow - Lead Deduplication
ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Creating Sales Campaigns from Salesloft and Outreach Activities
Setting Up Workflow - Contact Deduplication
Campaigns
Campaigns - Start Here!
Custom Programs for Campaigns
Campaign-Program Membership
Custom Campaigns
Program Logic for Campaigns
Setting Up Answers
Setting Up Answers - Start Here!
Using CaliberMind Answers to Understand Campaign Performance
Using CaliberMind Answers to Understand Account Engagement
Using CaliberMind Answers to Understand Funnel Performance
Using CaliberMind Answers to Understand Funnel Impact
Using CaliberMind Answers to Understand Funnel Flow
User Administration & SSO
Administration and SSO - Start Here!
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
User Authentication and Provisioning
CaliberMind Data Warehouse Access in Google BigQuery
CaliberMind Insights Dashboards
Working in 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
Building Dashboards - Insights
Attribution Dashboards - Insights
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Overview Dashboard 2.0
Engagement Dashboards - Insights
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Build Insights Dashboards - Start Here!
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Build Your Own Insights Pipeline Dashboard
Building Formulas with Functions
Insights - ROAS Dashboard Use Cases
Creating and Editing a Widget Formula
Using Conditional Statements
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
How to Create a Filter Bookmark
Create Date Range Filters - Step-by-Step
Creating Formulas Based on Criteria and Conditions (Filters)
Insights Data Connector Health Dashboard
Dashboard Function Reference
Introduction to Formulas - Start Here!
Insights Web Tracker Health Dashboard
Using Quick Functions
Insights - ROAS Terminology & Key Concepts
Insights Engagement Dashboard - Aggregation Dates
Filters
Object Mapping for Filters - Start Here!
Custom Configuration for Object Mapping
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Object Mapping: Create a Replacement
Object Mapping: Create a Campaign Substitution
Filters Update for Creating Filter Sets
Filter Drawer Definitions
CaliberMind Sandbox
GDPR Compliance with CaliberMind
Data Dictionary
Attribution
Analytics
Attribution
Attribution Overview: Summary Tab
Attribution Overview: Comparisons Tab
Attribution Overview: Explore Tab
Attribution Overview: Opps Tab
Attribution Overview: People Tab
Attribution Overview: Events Tab
Campaign Types: Best Practices for Easy-to-Read Attribution
Virtual Campaigns in CaliberMind
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Removal effect with a Markov chain model
Attribution Reports Summary
Demand Generation
Data Integrity
Customer Success
Understanding Reports
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Analytics Reporting: Salesforce Custom Column Filter Support
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Company Lists in Dashboards
CaliberMind Metrics Definition
Product Attribution Dashboard
Self-Hosting CaliberMind AnalyticsJS
ROI
Revolutionizing Marketing ROI: CaliberMind's Innovative New Approach
Return On Ad Spend Dashboards
Revenue Contribution Reports Summary
Channel ROI Overview
Creating and maintaining a custom advertising budget for ROAS
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Campaign ROI Overview
Budget for ROI Channel Reporting
Attribution Models
Choosing the Right Attribution Model
Attribution Models: First-Touch
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
The A-Shaped Model
Ad Performance Report - Summary Tab
Ad Performance Report - Attribution Tab
Funnels
Funnels 101
Funnels - Start Here!
Marketing & Sales Funnel Foundations
What is a Marketing Funnel?
Sales Funnel Journey: Questions and Answers
Common Funnel Issues
Sales Funnel Glossary
Funnel Stage Definitions
Funnel Terms and Concepts
Sales Funnel Metrics
What is the difference between an Active Journey and a Journey?
In-App Funnels
Funnel Overview: Summary Tab
Funnel Overview: Progression Tab
Funnel Overview: Cohort Tab
Funnel Overview: Stage Analyzer Tab
Funnel Overview: Comparison Tab
Funnel Overview: Journeys Tab
Insights Funnels
Funnels Use Cases
What channels move journeys through a given stage?
How can I see the number of journeys in or passing through a funnel stage during a period of time?
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?
Where are my customers stuck in journeys?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Configuration - Insights
Funnel Trigger Events Dashboard
Insights Funnels Reports Explained
Funnel Trend Dashboard
What is a Starter Funnel?
Funnel Cohort Analysis Dashboard
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Demand Generation Funnel Dashboard
Engagement and ABM
Engagement Scoring
Model Configuration
Customize Engagement Scoring Models - Start Here!
Engagement Scoring Models Overview
How to Change Event Touch Scores
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Create Multiple Engagement Score Models
Which touches and events are we scoring?
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Custom Attribution Configuration - Custom Weighting
Using Engagement Score to Trigger an Update in Salesforce
Default ABM Scoring Logic
Recommended Weights for Engagement Scores
Engagement Reporting
Engagement: Summary Tab
Engagement Overview: Companies Tab
Engagement Overview: People Tab
Engagement Overview: Campaigns Tab
Engagement Overview: Explore Tab
Company Engagement AI Summary
Account-Based Marketing Reports
Linking to CaliberMind Reports in Salesforce
ABM Best Practices
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Slack AI Company Engagement Summary
3rd Party Intent Signals with Bombora
Tutorials and Use Cases
Digital Marketing Terminology
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
How Can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
How Do I Know If a Campaign Is Good or Bad?
How to Flatten Your Campaign Structure in Salesforce
Table of Contents
- Answer Business Questions Using CaliberMind Reports
- Q: Where should we be focusing our marketing spend based on the attribution data?
- Q: How do we measure pipeline attribution by industry/segment?
- Q: What content on a given product/industry is producing the best ROI?
- Q: Which campaigns on a given product/industry is producing the best ROI?
- Q: What inbound keywords, campaigns and channel engagement are producing the best ROI?
- Q: What combinations of tactics are providing the best ROI?
- All Categories
- Tutorials and Use Cases
- Answering Business Questions Using CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Updated by Matt Mackenzie
- Answer Business Questions Using CaliberMind Reports
- Q: Where should we be focusing our marketing spend based on the attribution data?
- Q: How do we measure pipeline attribution by industry/segment?
- Q: What content on a given product/industry is producing the best ROI?
- Q: Which campaigns on a given product/industry is producing the best ROI?
- Q: What inbound keywords, campaigns and channel engagement are producing the best ROI?
- Q: What combinations of tactics are providing the best ROI?
Answer Business Questions Using CaliberMind Reports
Q: Where should we be focusing our marketing spend based on the attribution data?
When focusing marketing spend one approach is to identify the top and the bottom performers for a set of metrics or particular visualization.
The Pipeline Attribution by Stage trending view will provide insight into which months had the best win rate or highest volume of attributed dollars. Filtering to the top (or bottom) month can show what make of investments were responsible for that month. Using the the Campaign Performance table sort by Effectiveness or Win rate.
Breaking it down, questions to ask. Are there channels to remove from consideration to focus on variable activities or remove unwanted outsized influence? Attribution by Campaign Type provides a scale as to which selections to group or remove from the report based on the question trying to be answered.
Does a certain month have more "sourced" or "influenced" contribution? The summary widget or individual campaign performance table helps determine touches leading to attribution and where the fall in relation to opportunity created date, i.e. "pre/sourced" or "post/influence"." Are there common activities that contacts are engaging with pre vs post opportunity creation? Can we confirm that tactics intended to create awareness or progress opportunities are aligning with attribution?
Are there outliers we want to remove when looking at Attribution by Account or by Opportunity?
Bringing in campaigns with positive results outside of CaliberMind, like email metrics, web engagement or CRM conversion data points, and analyzing their attribution or engagement can be helpful in understanding total impact. Measuring these campaigns across channels over time can help to develop benchmarks for effectiveness at driving account engagement or creating attributable pipeline. Looking at top performing campaigns historically can shape guidance for future investments.
Attribution Overview(by-pipeline-creation) report
Q: How do we measure pipeline attribution by industry/segment?
Defining the prioritization of industries should focus on any unfulfilled gap in total addressable market and whether that segment is worth pursuing based on propensity to buy and current industry penetration.
Determine where the funnel needs attention. Marketing's aim is to get accounts from the Engaged status to Qualified Account. Bench marking or finding the average qualification rate over the last 4-5 quarters is an easy way to get to a starting point on whether a segment is performing or needs attention. Feedback from sales on common rejection reasons or stalled opportunities can help determine whether lower funnel conversion or lack thereof is a result of targeting.
Prioritize best converting segments. If Manufacturing has the greatest percentage of Marketing Qualified Accounts (MQA) or conversion to customers and still has the largest gap in addressable market there would be reason to prioritize that industry.
Prioritize top ASP (Average Selling Price) or LTV (Lifetime Value). If the Wholesale segment represents a greater return for a given customer than it may be worthwhile to invest more in targeting this industry, even when it may not be the best converter.
Funnel Status by Industry Group
Q: What content on a given product/industry is producing the best ROI?
Driving engagement across products. Conversions and wins increase when marketing is engaged with an account or opportunity. The higher the attributed percentage of pipeline the more engaged contacts there are by product opportunity. Understanding which activities correspond to greater percentage of attributable pipeline will allow more targeted investment by product or program.
Product or Program level investments by attribution. The percentage of pipeline attributed by activity helps determine which campaign type are receiving the most engagement by product or program. This analysis could be extended to a target account or campaign list.
Assessing impact. Across the product or product family tables the Average (Attribution) per Campaign is a helpful measure for grasping the output of campaigns that have created engagement..
Timing. The break out by Sourced (Pre-Opp) and Influenced (Post-Opp) can help indicate which product opportunities have engagement early vs late in the sales cycle. Late stage engagement would be an opportunity to disseminate offers for sales enablement or target contacts tied to opportunities. Campaigns with attribution leaning towards pre or post opportunity creation will engaged different functional roles. This can help inform a content or email marketer's tactics and who they target and when.
ABM Approach. One of the measures of a successful ABM campaign is warming up or engaging a group of contacts or accounts . Activities like brand awareness measured by clicks or content downloads or progressing opportunities and contacts already converted can be reported on in CaliberMind. The average attribution per campaign is a helpful comparison metric, especially for program tactics targeting same group of accounts. Accounts attributed over accounts touched forms the efficiency metric at which a campaign can turn engagements into pipeline. For organizations that target buying groups or don't have a true lead to opportunity process this is great method for proving ROI.
Q: Which campaigns on a given product/industry is producing the best ROI?
Campaign Cost. While it's likely your organization doesn't have costs for every campaign those with available data can serve as a benchmark for similar efforts. The Revenue Categorization pie on the right of the dashboard will provide insight on how many campaigns have or do not have cost data and the associated ROI. Pursuit of campaigns with higher ROI is apparent but important when comparing performance of one tactic like Events or isolating two content syndication campaigns for comparison. Adding costs to the salesforce campaign is the primary method to bring in cost and associated ROI in CaliberMind. (Note: the ROI estimate looks at actual bookings/cost.)
Q: What inbound keywords, campaigns and channel engagement are producing the best ROI?
First touch importance. While attribution models include multi touch views and those weighted towards buyer propensity, the first touch is still important indicator in driving engagement and pipeline. This view provides insight into those first touch channels that engage, create and progress pipeline. Tactics used to bring accounts awareness of offerings should bubble up towards the top of engagement ranks by channel. Generally those correspond to campaigns with greater reach or ability to grow the contact database. Further down the funnel formal engagements should grow including consumption of assets tied to consideration and purchase.
Finding the right ABM approach. The right approach to segmenting your target account list is one that aligns with an initiative's goals and current account penetration. Measuring the effectiveness of activities based on where accounts are in their journey helps define success of a targeted campaign. Default filters like Account Segment, Tier or creating a custom List of segmentation of your choosing can help assess the engagement, opportunity creation or progression of pipeline all in one view.
Channel Contribution. The tables below the bar charts can help you determine the most effective channels based on your goals and help form conversion benchmarks. Whether it's understanding new customer acquisition or the engagement to opportunity ratio these tables inform that understanding at a summary level or specific to an ABM list. For a refresher on the power of lists and how to create view our knowledge basis chapter on the subject.
Channel Contribution to Revenue report
Q: What combinations of tactics are providing the best ROI?
Breaking down a customer journey. The idea of a customer journey is well understood but in practice how easy is it for a marketer to provide an example of an account or zoom out to a summary level for a given time period. The Journey Attribution view helps not only visualize this journey across a number of filter categories but also forms averages for number of touches to lead, opportunity or close and the typical position of those campaign types.
Account approach and adjusting the model. Visualizing the flow or aggregating journeys across the entire account base may create noise or may not make sense depending on the variation across account segments. One way to account for this is filtering down account attributes or creating an account list for a specific subset. The later allows you to extrapolate insights for targets and zoom in on a timeframe where campaign activities involve these accounts.
Toggling between multi touch attribution models helps answer different questions. The W-Shaped model will emphasize engagements near opportunity creation, primary contacts or those tied to the primary campaign of an opportunity. The Even-Weighted model will illuminate all touches across stages and the Chain-Based model will increase attribution value based on engagements with the highest propensity for creating or progressing opportunities.