Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
Digital Marketing Terminology
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
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
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
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
Logging Into 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
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
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
Linking CaliberMind Attribution Data to Salesforce
CaliberMind's Most Popular Flows | Automations
ZoomInfo - Add-to/Enrich your database
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
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
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?
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
Using '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
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Using Conditional Statements
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Creating Formulas Based on Criteria and Conditions (Filters)
Dashboard Function Reference
Introduction to Formulas - Start Here!
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
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Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
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Insights Dashboard Templates
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Summary
Insights - Attribution Overview
Attribution - Campaign Detail
Insights - Attribution - Campaign Type Detail
Insights - Attribution - Channel Detail
Insights - Attribution - Program Detail
Insights - Attribution - Account Detail
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
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
Sales Funnel Metrics
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
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
Updated by Cathy Funderburg
CaliberMind Identity Levels
Within our data ecosystem, customers capture interactions at a variety of identity levels including anonymous, person, company, and linked person-company. Below we give a brief overview of each of these levels.
The most common source of anonymous data for customers is anonymous page visits to their websites. These are typically captured by AnalyticsJS page calls. They are a measure of overall incoming activity to a website including where they came from and what content they interacted with. UTM parameters can provide contextual information about what ad campaigns and efforts drove them to the site. While we may not know who these visitors are, their activity can still inform notions of the impact particular campaigns or channels have on attribution and engagement.
In some cases, we can connect identified users to earlier anonymous activity via identify calls. An example of this would be someone coming to a website and looking around only to later provide identity information when they download a whitepaper or sign up for an email list. If the user is visiting via the same browser with cookies enabled, it is typically possible to link their earlier anonymous activity to their new consented identity. There are a host of factors that could impact this capability including cross-device connection, browser type, plug-in configuration, etc.
Within CaliberMind, this connection between the anonymous_id seen in page visits and an identified user_id currently show up in two distinct ways.
- Once an anonymous_id <> user_id link is established, all subsequent AnalyticsJS calls with that anonymous_id will persist that identity information. This is handled at the AnalyticsJS layer by Metarouter, Segment, or other providers.
- With CaliberMind, once the identity link is established, AnalyticsJS events on the cm_event table with that anonymous_id are backfilled to connect to the relevant identifying information (typically a visitor_email field)
Common CRM Identity Objects
There are a number of identity-related objects that are useful to understand.
Lead records are often the initial landing spot for newly acquired information about a person or companies of interest for a company.
While leads can be thought of as the initial entry point for most companies when it comes to collecting information about persons of interest, contacts can be considered the next step up in the informational hierarchy. Contacts differ from leads in that they typically are qualified, meaning they have met some criteria set forth by sales and marketing to indicate potential value and chance of becoming a customer.
Opportunities are leads that have made it far enough along in the sales process where a potential monetary value has been attached and Sales believes there is a significant chance of becoming a customer.
Accounts link businesses of interest with their related contacts. Accounts have a 1-to-many relationship with leads or contacts. Additionally, accounts tend to include firmographic, geographic, and enriched information.
The concept of a person in CaliberMind is primarily defined based on a customer’s CRM, Specifically, persons can arise from two sources: Leads and Contacts.
CaliberMind carries out data normalization and standardization on the lead and contact records before consolidating them into a uniform collection of people. This includes a robust collection of mapping rules for accurately grouping various titles and levels that may differ in spelling, abbreviation, or interpretation.
While the most common source of personal information is based on your CRM, you may have other sources you wish to integrate into CaliberMind. CaliberMind can accomplish this integration as well. Seek advice from your CS representative.
Company identity information primarily comes in through CRM integration, with dependencies on the lead, account, contact, and opportunity objects.
As with Person level information, our internal CM processes include data normalization and cleaning efforts.
Most downstream CaliberMind processes make use of a joined version of person-level and company-level information that has been cleaned and deduped to reflect unique individuals.
The idea of events is one of the core concepts within the CaliberMind platform. An event is defined as
The purpose of this definition is to cover the wide variety of ways that companies interact with potential customers. Using these activities, we can understand what works and what doesn't work for customers. Attribution is based on events.
The types of events within CaliberMind are constantly expanding as we integrate more data sources and bring on new customers. Some of the most common types of events are
- Outbound Activity: emailing leads, setting up meetings, sending documents
- Inbound Activity: visiting a booth, downloading a whitepaper, visiting a website
- Interacting with Ad Campaigns: clicking on ads, interacting with social media content
- Change to Customer State: moving through funnel stages, opportunity creation
- Internal Events: generating predictive MQA/MQL scores
As we touched on in the Anonymous portion of the Identity section, AnalyticsJS is a common toolset for capturing various information about inbound activity on a customer’s website. Within CaliberMind we currently register three main types of AnalyticsJS events:
- Page Events: These events capture general information whenever someone visits a customer’s website. These are typically anonymous but can be tied to a tracked identity if a linkage has been previously established. These are by far the most common and high-volume AnalyticsJS events within the CaliberMind system. These events are a measure of overall incoming activity to a website including where they came from and what content they interacted with. UTM parameters can provide contextual information about what ad campaigns and efforts drove them to the site.
- Identify Event: These events capture identifiable actions that a user takes on a customer’s website. Typically this involves a voluntary, opt-in action like providing an email address for a newsletter, downloading a whitepaper, etc. The volume of these events is dramatically lower than page events. Once an identified event occurs, a linkage is built between that identity and any persisted cookies within a customer’s browser. Under many circumstances that linkage can persist and identify subsequent page visits. Within the CaliberMind platform, we backfill that linkage to connect page events that occurred before an identified event.
- Track Events: Track events occur when a customer wants to track specific actions a visitor to their website might take. This might include clicking certain links, form submissions, interacting with key features, etc. These are similar to page events but contain additional information about the nature of that interaction. While track events are a common use case for AnalyticsJS as a whole, they are not terribly prevalent within the CaliberMind customer base. This is primarily due to page and identified events being primary drivers for our attribution capabilities. As such they are not a part of our default AnalyticsJS implementation we provide customers. As of June 2022, only one customer utilizes track events in their CaliberMind integration.