Attribution
Attribution Models: W-Shaped
The “W” shape model is an attribution model that gives different weights to activities that include the following criteria: An activity that is flagged as the primary campaign, the activity is associated with a primary contact, or the activity happened prior to the opportunity.
Attribution Models: Middle
A standard model used for baselining attribution for opportunities flagged with a primary campaign. This model works with standard fields in CRMs like Salesforce.com. Every implementation of CaliberM…
Chain-Based Attribution Model
Introducing the CaliberMind Chain-Based Attribution Model: Using data science to analyzing probabilities of linked events in the customer journey, we're now able to predict sales opportunity conversion with a much higher level of accuracy than previous marketing attribution models -- ultimately leading to more revenue and better decisions for your B2B Enterprise.
Removal effect with a Markov chain model
This article assumes you are familiar with the Markov chain model as it relates to attribution. If you'd like a brief overview, check out our knowledge base article on the topic. In order to determin…
Attribution Reports Summary
CaliberMind Attribution reports can be critical to making data-informed decisions on tactics and marketing mix. The underlying attribution models are completely flexible and you're able to apply mult…
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
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 a…
Analytics: People Tab in Attribution Overview
Analytics: People Tab in Attribution Overview. Common Use Cases & Questions Answered with the People Tab. If you're a Marketing Analyst seeking to understand the impact of Campaigns on People, use th…
Analytics: Opps Tab in Attribution Overview
This Dashboard shows you aggregated Attribution data focusing on Opportunities. You are able to make a "Group By" selection to determine how the data in the lower table is organized.
Choosing the Right Attribution Model
Each attribution model answers a different business question. We'll highlight the most common uses for each model so you're better equipped to choose the right attribution model for your organization's needs.
Virtual Campaigns in CaliberMind
It can be difficult for marketing operations to track efforts for non-standard events that don’t come from a system like Salesforce Campaigns, AdWords, or LinkedIn. Events from these sources are easily bucketed into campaigns and can be attributed to revenue from associated opportunities. In this article we will discuss how Virtual Campaigns can help with the rest of the events in your data, like sales interactions or product and web data.
The A-Shaped Model
What is the “A” shaped Model? The A-Shaped model is an attribution model that assigns weights to eligible touches based on each touch’s proximity to the date an opportunity was created. The closer th…
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: Channel: How members entered a campaign Here's an article about how we set channels by default: Standa…
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
ROAS Overview. Return on Ad Spend reports allow marketers to marry Ad Spend data with Attribution / ROI data. For marketing executives, this is a key concept because many companies spend millions of…
Analytics: Comparisons Tab in Attribution Overview
Analytics: Comparisons Tab in Attribution Overview. Common Use Cases & Questions Answered with the Comparisons Tab. If you're a Marketing Operations Manager looking to analyze how attribution creatio…
Analytics: Events Tab in Attribution Overview
This Dashboard shows you aggregated Attribution data focusing on Events. You are also able to make a Group By selection to determine how the data in the…
Analytics: Summary Tab in Attribution Overview
This dashboard view in the Analytics module shows you aggregated Attribution data, allowing you to use several "Group By" options to give you different data sets as options for different narratives in your data storytelling. You can see which activities have been most successful at contributing to creating your opportunities (Opportunity Creation)
Analytics: Explore Tab in Attribution Overview
Analytics: Explore Tab in Attribution Overview. Common Use Cases & Questions Answered with the Explore Tab. If you're a Marketing Analyst looking to analyze how different campaigns perform across var…
