Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
How do I use CaliberMind's search functionality?
CaliberMind Home Page & Navigation
Digital Marketing Terminology
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
Account Detail (Search Result) Results
Opportunity Search Results
Campaign Detail Search Results
Person Detail Search Result
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
CaliberMind Data Export to Google Cloud Storage
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
Replicating CaliberMind Attribution Data to Salesforce
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
KickFire De-Anonymization in CaliberMind
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
Remove a BigQuery User within CaliberMind
Object Manager: Campaign Member
Setting Your Saved Filters for In-App Reporting
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Adding Custom Columns in Salesforce
Add BigQuery Users within CaliberMind
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
How to Email CaliberMind Reports
Setting Up UTM Mapping in CaliberMind
Standard Channel Logic
Channel Ranking Logic
Setting Up Account Trend Emails
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
How to See Your Object Manager History and Revert Back to Previous Versions
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
Using AnalyticsJS with Qualified
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
Creating Sales Campaigns from Salesloft and Outreach Activities
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?
Analytics: People Tab in Attribution Overview
Analytics: Opps Tab in Attribution Overview
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)
Analytics: Comparisons Tab in Attribution Overview
Analytics: Events Tab in Attribution Overview
Analytics: Summary Tab in Attribution Overview
Analytics: Explore Tab in Attribution Overview
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
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?
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
How Do I Know If a Campaign Is Good or Bad?
How to Flatten Your Campaign Structure in Salesforce
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
Building Formulas with Functions
Creating and Editing a Widget Formula
Using Conditional Statements
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Creating Formulas Based on Criteria and Conditions (Filters)
Dashboard Function Reference
Introduction to Formulas - Start Here!
Using Quick Functions
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 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
Updated by Camela Thompson
What Is a CaliberMind "Event"?
The CaliberMind Event table is probably the most central element in all of CaliberMind's data models. To oversimplify, the CaliberMind Event table is a timeline of interactions with your brand from all your connected systems. These touchpoints can span interactions between prospects and customers with different departments within your organization, website visits, email opens and clicks, digital advertising clicks, and offline campaign activities (like tradeshows and other in-person events), to name a few.
CaliberMind events aren't just marketing campaign activities -- although they can be if that's all your business needs. During implementation, we work with your team to create a comprehensive list of the interactions your organization considers important to the sales process.
Anyone who has tried to stand up a database integrating their organization's systems knows how hard it is to build a table that houses useful records from different systems. The tallest hurdle is figuring out how to associate different system records with accounts and people in your CRM. Systems like Google Analytics, Marketo, and Salesforce think of identities differently.
In CaliberMind, we pull each data source into its designated tables. Google Analytics thinks in terms of IP addresses, Marketo is person-based and thinks in terms of unique emails, and your CRM uses its own 18-string ID. CaliberMind looks at the different variables and uses complicated logic to marry your systems to look at the world the same way your business does - by CRM ID when possible, and by another identifier (email address, IP address, etc.) when not.
The CaliberMind Event table is a collection of interactions with your brand organized by person ID and company ID. The Event has information like campaign type (if applicable), the system the record comes from, when it happened, whether it was an inbound or outbound interaction, and more. CaliberMind also creates benchmark events based on key events in your CRM history tables and Funnel stage benchmarks.
What Are Some Key Fields I Should Know About?
The full table schema for cm_event can be found by clicking here.
Here is a short table of key fields you should familiarize yourself with if you'd like to configure new models or build custom reports:
The unique id for the activity. Sometimes this is the CRM task or event id string. Sometimes it's a campaign member id string, and, occasionally, it's a unique key generated by CaliberMind for an external system that doesn't organize the data the same way your CRM does (like web visits).
The date and time the interaction between the person, company, and your brand occurred.
The source system for the activity. The system may be Salesforce, LinkedIn, aJs, or any systems integrated with CaliberMind.
This is meant to be a clear descriptor of the type of activity being recorded and can be modified to fit your organization's language. For example, "Sales Outreach" is a bucket CaliberMind uses for any Outreach Sequence activity, and "Page Visit" is the label we often apply to any analytics JS script captured web activity via the web tracker.
This field will only be populated if the event record was generated by a campaign member activity in your CRM or the name of the integrated system if it's a marketing platform.
This field will only be populated if the event record was generated by a campaign member (and will contain your CRM campaign name) or the campaign name in your digital advertising platform that links to the UTM parameters that are captured in the interaction.
Campaign Type will only be populated if the event record was generated by a campaign member record in your CRM with the Campaign Type on the associated campaign.
If the person associated with the event is linked to a CRM account ID, we will display that ID string. Otherwise, the field will be blank.
The person field will typically display the person's email address if they have been identified. Otherwise, they will display as "Anonymous" or blank.
If the person's email address or another identifier linked to a person (Lead or Contact) record in your CRM, that 18-string ID will display. Otherwise, the value will be left blank.
The field value will be TRUE if the touchpoint results from the person proactively interacting with your brand. Examples include campaign responses, social media form fills, website visits, email clicks, email opens, or email responses. When this value is FALSE, your brand pushes information to the person (for example, an email send or event invite).
The field value is TRUE if the touchpoint resulted from someone in your organization pushing information or trying to interact with the prospect. Examples of these activities include email sends and unsuccessful call attempts.
The event detail is a more comprehensive description of the interaction and will include information like the task name (which is very helpful when looking at Outreach or Salesloft integrated touchpoints from your CRM), subject line of an email, or full URL string including UTM parameters from a page visit.
To broadly classify events, the CaliberMind system reviews an event’s directionality, the type of record, and other key attributes related to the event - to create a standardized value for the events class. The event_class values are intended to be broad so that they can encompass all types of events that occur in all of the connected systems.
Using only the interactions related to a specific lead or contact, a ranking is noted on each data point as to the event order in relation to all of the other events associated with the person record.
Using only the interactions related to a specific company, a ranking is noted on each data point as to the event order in relation to all of the other events associated with the account record.
Where Is the Event Table Used?
None of our models could exist without an event timeline or the CM Event table. They each rely on events to understand which tactics work best.
Because our CaliberMind reports are either entirely activity based (like Surge Scoring) or combine Activity (CM Event) and Opportunity data, the CM Event table is used in every model. This includes Surge Scoring, Funnels, and Attribution.
How Is CM Event Used in Funnels?
All event records can be considered in funnel models, and CaliberMind also creates events with the event class "Funnel Event" when funnel models are enabled. When we configure funnels, we tell the system when a stage threshold is met, and this creates a CM event record with the event class "Funnel Event" related to the person, company, and opportunity (if applicable). Then CaliberMind uses these benchmarks to calculate company journeys and person journeys for each of your funnels.
For example, let's say your accounts are marketing qualified when a campaign response happens AND the company meets an ICP score of 70. We would configure the Marketing Qualified Account stage to fire when a campaign response event happens on a company with an ICP Score of 70 or greater. This means CaliberMind would create a Marketing Qualified Account timestamp in the CM Event table, and the company's journey would be flagged as meeting that stage.
We also include all touchpoints (event records for that company or person) in reports that display all of the touchpoints that happen between funnel start and end, trigger reports, and push analysis to figure out which touchpoints are influential in engaging prospects.
How is CM Event Used in Attribution?
There are several attribution models, and the configuration of each model determines which CM Event records will be used to estimate attribution. The event records are then "pushed" to the cm_campaign_member and cm_attribution tables to populate your dashboards and reports. For more information on what kind of events and how far before opportunities are created ,we incorporate events, check out this article on attribution models.
CaliberMind does support custom models and will make recommendations around which events should and should not be included to best fit your business needs. For example, if you want a multi-touch attribution model that demonstrates "marketing's share" of pipeline and bookings, we'll encourage you to ignore low-barrier events like page visits and email opens, and we will encourage you to include events that were generated by your product and sales team.
Attribution models take the events you deem relevant (first touch only? multi-touch?) and then assign opportunity dollars according to how you want to weigh those touchpoints.
How is CM Event Used in Surge Scoring?
Surge scoring (also known as ABM scoring or engagement scoring) models allocate points to an event record based on what kind of event it is, what kind of person or company it is associated with, and how recently it took place. Think of it like lead scoring but instead of being restricted to campaign activities, we can look at any interaction you have access to and we sum the points by event, person, and account level, not just at the person level.
For more on configuring scoring models, click here.