This feature is available to customers whose subscription includes Terminus's Advanced Analytics or TEAM Pro packages.
What is Campaign Analytics?
Campaign Analytics is your marketing organization’s operating system, providing unprecedented visibility into how each campaign is impacting pipeline and revenue. With Campaign Analytics, you can understand which campaigns have the most influence on pipeline and revenue. Segment the data to gain deeper insights into how campaigns influence people and opportunities within your target accounts, business verticals or operating regions.
With Campaign Analytics, Terminus customers can:
- Move beyond lead-based measurement and view the pipeline and revenue impact of campaigns on your target accounts.
- See which campaigns are performing best for specific tiers, segments, and industries - by channel.
- Optimize your customer journey through each stage of the funnel to closed-won revenue.
- Get visibility into the buying committee and how each person is engaging with your campaigns.
- Understand the amount of pipeline and revenue your efforts are influencing to better allocate where you’re spending your marketing dollars.
Campaign Analytics is an ideal tool for marketing teams who want to understand the holistic effectiveness of their marketing programs - learn each campaign's influence over people, accounts, opportunities, and deals. Leveraging a multi-touch approach, you'll gain valuable insights into which campaigns are most influential throughout the entire buyer's journey.
Users can leverage the cohort filter options at the top of the page, as well as their Global Filters, to narrow the data to specific cohorts and segments.
Have Activity in this Cohort: Campaigns with campaign members that have a "responded" status that occurred in the Cohort you selected. This option provides the widest set of data looking at all campaigns in your CRM and all campaign members with a "responded" status in the chosen cohort.
Started in this cohort: Campaigns that have a start date in your CRM in the cohort selected.
Influenced opportunities created in this cohort: Campaigns where there are campaign members with responded statuses that correspond to accounts with opportunities that have an open date or create date in the cohort selected.
Influenced opportunities that have a close date in this cohort: Campaigns where there are campaign members with responded statuses that correspond to accounts with opportunities with a close date in the chosen cohort. This could include closed opportunities (won or lost) or opportunities with a future close date in the selected cohort.
Adjust your reporting view for pre-set time cohorts, or a choose custom date range.
Campaign Type: Refers to the Campaign Type defined in your CRM. You can click on any of the Campaign Type links to view all individual campaigns rolling into each type.
People Influenced: The unique number of people (leads/contacts) that responded to a campaign or campaign type. If an individual engages with multiple campaigns within a given type, they will only be counted once.
Accounts Influenced: The number of unique accounts with associated people (leads/contacts) that have responded to a campaign or campaign type.
Opportunities Influenced: The number of unique opportunities influenced by each campaign or campaign type. Opportunity influence is account-based, factoring all campaign responses from any person associated with the account where the opportunity is later created or is already open when the campaign response occurred. Opportunities influenced may currently be in an open stage or may have progressed to closed won or closed lost.
Deals Influenced: The number of unique closed won opportunities influenced by a campaign or campaign type. Deal influence is account-based, factoring all campaign responses from any person associated with the account when the campaign responses occurred before the opportunity was created or during the opportunity cycle.
Pipeline Influenced: Sum of the total value of all opportunities influenced by a specific campaign or campaign type within the selected cohort.
Revenue Influenced: Sum of the total value of all closed won opportunities influenced by a specific campaign or campaign type within the selected cohort.
Created Date: Campaign created date (visible only on the All Campaigns tab).
All Campaigns Tab
Switch to the "All Campaigns" tab to see a comprehensive list view of all the individual campaigns across all campaign types in your selected cohorts and dataset.
All Campaigns w/ Activity in the Selected Cohort
Campaigns by Type Link
Drill down into all campaigns of a specific type by clicking on the Campaign Type link from the Campaign Type tab.
Campaign Activity for Campaign Type "Content" in the Selected Cohort
Users can click one step further to view individual campaign details by selecting the linked name of any specific campaign. These pages surface granular details including the names of leads and contacts, opportunities and deals influenced by each campaign.
The Visual tab offers a graphical representation of your campaign data, with the ability to layer on different Y-axis metrics. Use this view to understand trends across your different campaign types, or add it into your external reporting.
What Questions Can Campaign Analytics Answer?
With Campaign Analytics, marketers will be able to better understand the impact of their campaigns' influence on people, accounts, pipeline and revenue. Users can leverage this report to help answer questions like:
- Which campaigns are resonating with my Tier 1 accounts?
- Which campaigns are resonating with the most people, or the most people within specific account segments?
- Which campaign types are influencing the most pipeline or revenue?
- Which campaigns types are influencing the least amount of pipeline or revenue?
- What was the impact of a specific campaign? Which key people, accounts, opportunities or deals interacted with that campaign?
- Which campaigns, or campaign types, should we allocate more revenue to this quarter based on historical performance?