Campaign Types - Best Practices for Easy-to-Read Attribution

There are many ways to slice-and-dice campaign performance for reporting. Some popular ways are:

  1. Channel: How members entered a campaign
    1. Here's an article about how we set channels by default: Standard Channel Logic
  2. Program: The umbrella group of marketing campaigns, aka marketing Initiative. CaliberMind standard setup takes into account the data schema it's ingesting. For Example:
    1. LinkedIn Campaign Group = CaliberMind Program
    2. Salesforce Parent Campaign = CaliberMind Program
    3. Google Ads Ad Group = CaliberMind Program
  3. Campaign Type: The primary tactic used in a campaign. We typically pull this from the "TYPE" field stored in the source system for each campaign.

Here's a sample list of "Campaign Types", it's what the CaliberMind team uses as well as several customers. However, this is completely customizable to your business. We can even find/replace old, obsolete campaign types with a more standardized list using the platform.

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

For additional questions or best practices about campaign setup in CaliberMind contact your customers success manager.


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