Prerequisites
To use this feature, you must have Engagement Models as part of your subscription. Additionally, you must have Account-Based Visitor ID installed.
For more information on how to set up an Engagement Model, check out this article!
Engagement Spike Report Overview
The term Engagement Spike refers to a data signal for Marketing, Ops and Sales to understand that a target account is engaging with their product offerings and brand through a lift in web activity relative to prior activity from that account.
You will need to set up an Engagement Model to have reports generated for download. These models will apply a proprietary algorithm to the number of visitors and views to specific pages to determine if the level of web engagement for a particular target account is high enough to be considered spiking.
To find this report, navigate to Measurement Studio and select Engagement Spike, the 'Spike Report' tab will be displayed by default.
The Engagement Spike Table
After you create an Engagement Model, you will see the model in the Engagement Spike report. Data for engagement spikes is compiled weekly on Monday mornings.
In this table you can adjust your timeframe to view the performance of the models (unlike the previous version of the report where you could only view the last two weeks' worth of data).
For each account, you will see the following metrics:
- Account Name: The name of the account in your CRM.
- Engagement Model: The engagement model the account is spiking on.
- Spike Start: The date the account started spiking on the relevant engagement model
- Spike End: The date the spike stopped on the relevant model
- Spike Percent: Only available for accounts that are repeat spiking, this shows the percentage increase in engagement since the last spike in a four-week period for that particular account. It provides a sense of how large the increase in engagement is from the last spike. The spike percentage will typically be highest the first or second time an accounts spikes. This is because, as an account’s engagement increases over time, the four-week rolling average will also increase. As a result, accounts are less likely to demonstrate a dramatic spike.
- Spike Type: This shows whether a spike is new or repeat. New spikes are from accounts that have never spiked before OR are spiking for the first time in at least the past four weeks. Repeat spikes are spikes from accounts that have already spiked during the last four weeks. Repeat spikes indicate increasing engagement over multiple weeks and should be considered highly engaged.
- High Value Page Visitors: The number of unique visitors from an account who viewed any of the pages tagged as High Value within the past week.
- High Value Page Views: The number of High Value pages viewed by an account within the past week.
- High Value Page: Pages you have designated at "High Value" in your Spike model, and could indicate buying intent, interest in your product offerings, or otherwise have proven value indicators when consumed. Will display up to the top 10 pages accounts were visiting, that were marked as “High Value” in your engagement model, when they were considered to be spiking.
- Brand Awareness Visitors Count: The number of unique visitors from an account who viewed any of the pages tagged as Brand Awareness within the past week.
- Awareness Page Views: The number of Brand Awareness pages viewed by an account within the past week.
- Brand Awareness Page: The brand awareness pages visited that contributed in the engagement spike within the past week.
Filtering Results
The new Engagement Spike report allows you to filter data both by column values and by any Terminus data point. These data points can also be added as columns for export.
Filtering by column results
By clicking the filter icon on the right bar, you can narrow down your results based on the field values.
For example, you can limit results to only accounts that are having repeat spikes with 100 or more visitors:
Alternatively, you can exclude any accounts with 100 or more visitors by clicking the ≠ icon:
Adding additional field operators
By default, field filters will be assigned certain operators based on the primary use case. For example, numeric fields will have "Is Between" by default as it covers most filtering needs. However in some cases you might want additional criteria. To add new operators, hit the "edit active filters" button.
This will enable additional operators.
To add those operators to your filter panel, check the box to the left of them and hit done:
Additionally, you can remove or duplicate operators by clicking the appropriate icons:
Adding additional fields for filtering
In addition to filtering on table values, you may also add fields from anywhere across the Terminus ecosystem for filtering. To start, click the "Add Filters" icon in the filter pane:
This will open a panel with all available fields. Fields are alphabetical within their groups, with a group being the source of the data. You can also search for a specific field in the search box.
To add a field, simply check the box next to it. For example, you might want to see engagement spikes for all accounts with an open opportunity. To do this, you would hit add filters, select "Open Opportunities", and use the slider to set the values to more than one:
Additionally, you can add this field to the table by clicking the column editor and selecting "open opportunities":
Frequently Asked Questions
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Q: How can I get my CRM account ID in the export of these results?
- A: You can add CRM ID as a column. To add it, click the column picker and choose CRM ID. If you do not see it as an option, select it from the "add filters" option as described above.
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