Engagement Spike & Engagement Models

Prerequisites


To use this feature, you must have the Terminus Engage product (advertising) as part of your subscription. Additionally, you must have Account-Based Visitor ID installed

To download the Setup and Report .PDF guides for this feature, please navigate to the end of this article.


Feature Overview


The term
Engagement Spike refers to a data signal for Marketing 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.  

Engagement Spike is based off of the data we collect from Account-Based Visitor ID. By applying an algorithm to the number of visitors and views to specific pages, we can determine if the level of web engagement for a particular target account is high enough to be considered spiking. Terminus Engagement Spike is account specific and is not intended to be a comparison between accounts but to compare the web activity of the same account week over week, averaging each week’s engagement data over a continual rolling 4 week baseline resulting in a percentage lift as we show for the spike percentage.

You will need to set up an Engagement Model to have reports generated for download. A model is a compilation of web pages categorized into two types; High Value and Brand Awareness.

A report is generated every Saturday morning. Marketers will receive an email alert that a new report is available and can be downloaded first thing Monday morning.  


Setting up Engagement Models


Note: You must have implemented our Account-Based Visitor ID tool to leverage this feature.

To get started, navigate to the Engagement Spike Overview Page in the Terminus Engage navigation bar:

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Click on the 'Add New' button to create a new model.

Please reach out to your Terminus CSM to confirm the number of Engagement Spike Models you can create.

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Engagement Model Setup screen

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Naming Your Model

Click on the pencil icon under the "Model Name" section to name your model. Model names should typically be something identifiable such as a goal, product line, or something that your internal teams will recognize.


Adding Your Web Pages

Engagement Spike is based off of Terminus's Account-Based Visitor ID, so you will only be able to add pages that are part of the whitelisted domains that are synced to your Terminus instance. The whitelisted domains are displayed for you at top of the "Add Pages to Engagement Model" section. A few things to note before getting started:

  • If you explicitly whitelisted ‘www.terminus.com’ then all pages copied and pasted in will have to include the ‘www’ prefix
  • If you whitelisted without the prefix such as "terminus.com" then all pages cannot include the ‘www’ prefix (Please reach out to your Terminus CSM or support@terminus.com if any domains need to be edited or added)
  • We support wildcarding URLs such as "terminus.com/platform/*". Anything after the "platform/" will be captured. We also support multiple wildcards in the same URL. If your website is multilingual, you can insert multiple wildcards such as "terminus.com/*/products/*"

Once you start inputting web URLs, you will be asked to assign a Page Type to each. There are 2 types of pages that users can add to create an Engagement Model; High Value and Brand Awareness. In the Engagement Model algorithm, High Value pages are weighted more heavily than Brand Awareness pages. Any web page that is not tagged High Value or Brand Awareness will not be counted in the Engagement Model algorithm. As a best practice, we recommend consulting with your sales leaders, and other internal stakeholders that may be leveraging this data, on how pages should be designated. 

  • High Value pages are those that could indicate buying intent, interest in your products or services, or have proven value related to your buyer's journey. Examples of high value pages could be: product pages, product resources pages, case studies, request a demo pages, contact us pages, pricing pages, free trial pages, or other critical content that a current or future customer might consume while researching your offering.
  • Brand Awareness pages are those that provide information about your company and/or information on the problems you solve. Examples of Brand Awareness pages could be: blog posts, high-level product pages, content related to the challenge your solution addresses, company news, and about us.


Note: You can edit, add, or remove pages in your Engagement Models at any time. 

 

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Engagement Spike Report


Downloading Your Report

After you create an Engagement Model, a button to download the associated Engagement Spike report, which generates each week on Saturdays, will be available on the Engagement Spike overview page. You will also have the ability to download the previous week’s report under the “Last Week’s Report” column. Each weekly report is only available for download for two weeks that begin on Saturdays and end on Fridays.

Note: You will only see a new report available under the "Current Week's Report" column if you had accounts that spiked the prior week. 

 

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Interpreting the Data in Your Report

The data included in your Engagement Spike reports will reflect engagement captured from Saturday to Friday of the prior week. When you download the CSV report for your model, the report will look similar to this:

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The data columns in your Spike report will include:


Account Name
This is the name of the target account you provided. This field comes directly from the audience source you used to build your Terminus tactics (e.g., Salesforce, CSV upload, HubSpot, etc.)


Account Domain
This is the associated web address you provided with your target account to build a Terminus tactic. This field comes directly from the audience source you used to build your Terminus tactics (e.g., Salesforce, CSV upload, HubSpot, etc.).


Visitor ID Tracked Domain
This is the domain identified by Account-Based Visitor ID, and is attributed to a target account based on our B2B Account Graph. B2B Account Graph is a machine learning, artificial intelligence technology that connects all the ways in which companies and account names are related to each other (such as through DBAs, acquisitions, etc.). This value gives you insight into how the B2B Account Graph mapped the visiting account domain to your target account.


Spike Status
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.


Spike Percentage
This is only available for accounts that are repeat spiking, the spike percentage 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.


High Value Page Unique Visitors
This shows 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
This shows the number of High Value pages viewed by an account within the past week.


Top High Value Page Visits
These are pages that 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. We 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 Unique Visitors
This shows the number of unique visitors from an account who viewed any of the pages tagged as Brand Awareness within the past week.


Brand Awareness Page Views
This shows the number of Brand Awareness pages viewed by an account within the past week.


Top Brand Awareness Page Visits
This shows up to the top 10 brand awareness pages visited that contributed in the engagement spike within the past week.


SFDC Owner Names
This displays all the names of owners listed for this account in your Salesforce CRM. There can be multiple names depending on the Salesforce object you used to build an advertising audience of accounts from. For example, on an account record, there can be many different opportunities with different opportunity owners. If you did not use Salesforce to create the audience of accounts, then this column will be empty.


Reporting on Engagement Spike Within Salesforce


For customers that have installed our Sales Insights tool, you can create customized reports based on your Engagement Spike models to help Sales personalize their messaging, prioritize outreach, and identify upsell opportunities based off of account interest and engagement — right within Salesforce.

For more information on how to get this information synced back to your Salesforce instance, please reach out to your Terminus CSM or support@terminus.com.


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Customizable reporting templates

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FAQs

How is an Engagement Spike calculated?

  • Using our proprietary algorithm, we analyzed the activity of unique visitors and page views for pages entered into a model to determine if there is  a significant increase in the level of engagement for an account compared to the prior level of engagement for that same account. After an account has Spiked for the first time, that account’s week-over-week activity will be used to create an average rolling four-week baseline that the current week’s engagement will be compared against. This is what determines if a spike is new or repeat. New spikes have no baseline of comparison thus have no spike percentage lift. The first repeat spike could have a very high percentage lift because the baseline comparison is 0.


What happens if I delete a page in my Engagement Model?

  • Web activity to any deleted pages will not be taken into consideration the next Saturday when your new spike report is generated.  


What happens if I remove a whitelisted domain?

  • If you need to remove a whitelisted domain, please consult with your Terminus Customer Success Manager or support@terminus.com. and a whitelisted domain that is captured with Account-Based Visitor ID is removed, all pages associated with that domain will need to be removed.  


Can I wildcard a section of pages as brand awareness, but then add a specific page sunder that wildcard as high value?

  • Yes - if you wildcard a blog page such as terminus.com/blog/*, but would like to add a specific blog post as high value, any web engagement to that specific page will be tracked as high value.

  

Do I have to enter pages of both types into my model? 

  • No, you can have an entire model built with all high value or awareness pages.


Why don’t I have a new Spike report available for download?
 

  • If you don't see a new report available for download, there were no accounts that had a level of web activity high enough to be considered "spiking" in the previous week. 


How many times can I download the same report?
 

  • You are able to download the report as many times as needed for the current week.

 

How long will a report be available for me to download?

  • When reports are generated and available for download, the same report will be available until the next Saturday morning.


Can I get an updated Engagement Spike report when I edit my pages?

  • Any edits that take place during the week will reflect the update in the next Saturday's report.


How is Terminus’ Engagement Spike different than intent data?

  • Terminus Engagement Spike measures engagement activity on your website, while intent data is based on searches, content consumption, and general activity across the web.


I only have access to set up one Engagement Model and would like more - what should I do? 
 

  • Please reach out to your Terminus CSM if you are interested in adding additional models to your instance.

 

To download the Setup and Report .PDF guides for this feature, see below! 

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