Answer Business Questions Using CaliberMind Reports
Q: Where should we be focusing our marketing spend based on the attribution data?
When focusing marketing spend one approach is to identify the top and the bottom performers for a set of metrics or particular visualization.
The Pipeline Attribution by Stage trending view will provide insight into which months had the best win rate or highest volume of attributed dollars. Filtering to the top (or bottom) month can show what make of investments were responsible for that month. Using the the Campaign Performance table sort by Effectiveness or Win rate.
Breaking it down, questions to ask. Are there channels to remove from consideration to focus on variable activities or remove unwanted outsized influence? Attribution by Campaign Type provides a scale as to which selections to group or remove from the report based on the question trying to be answered.
Does a certain month have more “sourced” or “influenced” contribution? The summary widget or individual campaign performance table helps determine touches leading to attribution and where the fall in relation to opportunity created date, i.e. “pre/sourced” or “post/influence”.” Are there common activities that contacts are engaging with pre vs post opportunity creation? Can we confirm that tactics intended to create awareness or progress opportunities are aligning with attribution?
Are there outliers we want to remove when looking at Attribution by Account or by Opportunity?
Bringing in campaigns with positive results outside of CaliberMind, like email metrics, web engagement or CRM conversion data points, and analyzing their attribution or engagement can be helpful in understanding total impact. Measuring these campaigns across channels over time can help to develop benchmarks for effectiveness at driving account engagement or creating attributable pipeline. Looking at top performing campaigns historically can shape guidance for future investments.
Q: Which campaigns on a given product/industry is producing the best ROI?
Campaign Cost. While it’s likely your organization doesn’t have costs for every campaign those with available data can serve as a benchmark for similar efforts. The Revenue Categorization pie on the right of the dashboard will provide insight on how many campaigns have or do not have cost data and the associated ROI. Pursuit of campaigns with higher ROI is apparent but important when comparing performance of one tactic like Events or isolating two content syndication campaigns for comparison. Adding costs to the salesforce campaign is the primary method to bring in cost and associated ROI in CaliberMind. (Note: the ROI estimate looks at actual bookings/cost.)
Q: What inbound keywords, campaigns and channel engagement are producing the best ROI?
First touch importance. While attribution models include multi touch views and those weighted towards buyer propensity, the first touch is still important indicator in driving engagement and pipeline. This view provides insight into those first touch channels that engage, create and progress pipeline. Tactics used to bring accounts awareness of offerings should bubble up towards the top of engagement ranks by channel. Generally those correspond to campaigns with greater reach or ability to grow the contact database. Further down the funnel formal engagements should grow including consumption of assets tied to consideration and purchase.
Finding the right ABM approach. The right approach to segmenting your target account list is one that aligns with an initiative’s goals and current account penetration. Measuring the effectiveness of activities based on where accounts are in their journey helps define success of a targeted campaign. Default filters like Account Segment, Tier or creating a custom List of segmentation of your choosing can help assess the engagement, opportunity creation or progression of pipeline all in one view.
Channel Contribution. The report below can help you determine the most effective channels based on your goals and help form conversion benchmarks. Whether it’s understanding new customer acquisition or the engagement to opportunity ratio these tables inform that understanding at a summary level or specific to an ABM list. For a refresher on the power of lists and how to create view our knowledge basis chapter on the subject.
Attribution Overview report by Channel
