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
Updated by Eric Westerkamp
Summary: Learn about the differences between attribution solutions that are stand-alone and live outside of Salesforce.com versus ones that are embedded directly in the CRM.
Here at CaliberMind we are often asked by Marketing teams what is the difference between how CaliberMind handles Attribution and other tools that are embedded directly into a CRM, most often Salesforce.com.
The reality is that there are a lot of core differences, both in approach and also in capability and functionality. In this article we will talk a bit about the differences and the core advantages and disadvantages of both.
The biggest difference between the two models is where the information is stored and how the event graph is created and managed. CaliberMind is, at it's heart a Customer Data Platform (CDP). A CDP is essentially the combination of a data-warehouse, integrations, workflow engine and analytics.
The way an Attribution system works is to understand, at a high level, all of the events that are relevant to the marketing organization. Those events then have to be mapped to a company, a person, a date and an activity. There then needs to be some way to relate those activities to specific actions from marketing, say an Email campaign, a webinar, a marketing event. Finally this event has to be linked to some core metric - say pipeline creation, won deals, or even increased engagement.
With all that information an Attribution platform can start to create models that show you how much credit any given Campaign or marketing event is being given, based upon the rules implemented within the Attribution platform.
So, in an Attribution platform that is embedded within a CRM, like Salesforce.com, all of that information and data needs to be stored inside of the CRM itself. The good news is that some of the information is already their like Opportunities, Contacts, Leads, Accounts and Campaigns. However, the data model itself does not relate the information directly into an event graph so that needs to be created inside the platform - usually by adding lots of date and time-stamp fields, and deploying custom code into the system.
A CDP based Attribution platform works very differently. Instead of relying on the data models of Salesforce and requiring all Attribution related information be stored in objects in Saleforce, it instead creates a data-warehouse for all the information from all the relevant systems and builds up the event graph there. For example a CDP would connect directly to Salesforce.com, the Marketing Automation Platform, Google Analytics, your web-sites and other data sources (like Financial, Customer Service, etc..) and pull all the needed information into the data store. There the CDP creates the event graph, a timeline of all the events for all the contacts and leads across all the platforms. Attribution models are then created on top of that data.
Advantages of a CDP/Data-Warehouse based Attribution Platform
- A Campaign in a CDP is not restricted to Salesforce.com Campaigns - One of the biggest differences between an embedded solution and a CDP based solution is the reliance on Salesforce Campaigns as the primary object managing relationships. In an embedded solution everything has to end up as a Campaign member, inside of a Salesforce Campaign. All attribution models are built on top of that data. A CDP platform is much more flexible and can create campaigns out of just about anything - including Salesforce Campaigns, but also Campaigns from your Marketing Automation Platform, virtual campaigns based on web-page visits, UTM Source and Campaigns, or even landing page/forms visits for known visitors that don't submit or view ungated content.
- A CDP can store data indefinitely - A Data-warehouse, by it's definition, stores all of the event and data inside tables. No data is ever deleted, just appended too. This means that the information is never lost. So if your Marketing Automation Platform or Salesforce.com platform does not keep data after a certain period of time (say 9-18 months) it would be lost forever. With a CDP that information is kept around. This is especially important for companies that have longer sales cycles, say ones that are 12-18 months themselves.
- A CDP can see events not in Salesforce - A CDP has direct connections into not only Salesforce, but also the Marketing Automation Platform, Web-site, Google Analytics, Enrichment Tools, outside data-vendors, and many more sources. Because of this the marketing related events that the CDP can see are typically broader than the typical Salesforce.com based platform. For example:
ex. Website Views- The CDP can place a tag on the web-site and see all events that occur there. This means that everything from anonymous traffic, through intent data and web-page views can be included (if needed) inside the attribution model.
ex. Content - With a CDP it is easy to classify Content Assets as if they were a campaign. For example individual views of ungated content can be treated as if it were a campaign and Attribution credited to it.
ex. MAP Campaigns - Not all campaigns are synced to Salesforce.com. A CDP can see campaigns inside the MAP directly and add them to the attribution model alongside campaigns in Salesforce. For example every email campaign may not mapped to Salesforce.com, but a CDP could pick them up and show them directly in the Attribution model.
ex. Blog Posts - Many companies use blog posts to help drive traffic, but it is difficult to attribution that as the content is often not behind a gate. A CDP can see known and unknown visitor events to the posts and assign them attribution credit.
- Integrate with other platforms like google spreadsheets - Often there is information relevant to creating an Attribution model that is not stored or managed within Salesforce. A classic example is cost and budget information related to campaigns. A CDP can pull that information in directly, say from a Google Spreadsheet, and use it when displaying the ROI for different campaigns or calculating the Cost per Lead for a UTM model.
- Does not require extra licenses in SF - The licensing for a CDP is often self-contained, for example when purchased everyone from Marketing to Sales and Finance can get direct access without incurring extra costs. Salesforce.com embedded platforms have their own licensing scheme, but also require anyone that want's to access their reporting and data have a Salesforce.com user license and access. For some organizations this means adding Salesforce.com licenses for all the members of the marketing team.
- Can plug in third party BI tools - Because a CDP is built directly on top of a data-warehouse, like AWS Redshift, customers can often get direct access to the underlying data and models. This makes if very easy to replicate reporting and models being ruin in the CDP to third-party BI tools like Tableau, Looker and Microsoft BI.
Advantages of a Salesforce.com based Attribution Platform
- You can leverage Salesforce.com reporting - Tools that are embedded directly inside Salesforce.com can directly leverage Salesforce report building and dashboard tools. So for marketing teams that are already building out reporting in Salesforce and are familiar with the tools and dashboards the learning curve for creating new reports is much smaller. To replicate the same functionality a CDP would have to push some of the attribution data back down into Salesforce.
- Great if all data and information is managed in SF Campaign objects - If you are managing all of your campaigns and campaign members diligently within Salesforce.com already then an embedded tool can pick that up easily and leverage it. For teams that are very Salesforce focused this means that setup and installation time could be reduced.
- If all data is synced to SF does then no new integrations required - If all of your data is already synced to Salesforce.com from your marketing automation platform, web-site, and other third party tools - using an embedded application could simplify the administration of connections and integrations.
- Does not use any SF API calls - A CDP based tool needs to make API calls into Salesforce to retrieve the information. Now this is often not a huge load, but does incur extra Bulk API and REST calls. An embedded solution should not require the extra API calls as all the data work is done inside of Salesforce.
The last big difference between a CDP based solution and embedded is focus. Embedded solutions are almost always 100% focused on solving the Attribution and data-analytics problem. A CDP typically is used for a broader set of capabilities including Lead to Account Matching, Automated Enrichment, ABM Based Engagement Scoring, Segmentation and Campaign Management - alongside the data and analytics capabilities for Attribution.
If you are looking strictly for Attribution and all of your data is already inside Salesforce.com and built out on existing campaigns then an embedded solution may be perfect for you. If you are looking at data that may not be inside your CRM already, need more than just Attribution functionality, are looking to see Engagement Scores alongside Attribution or have campaigns that are not 100% tied to Salesforce campaigns then a CDP based Attribution solution may be the better fit.