Enabling Lead-to-Account Mapping in Data Studio


Prerequisites


This feature is available to customers whose Terminus subscription includes Data Studio.

*Note: This feature is only available for the Terminus Data Studio; it cannot be applied to the Ad Experiences product.

For more information on enabling lead-to-account mapping in Salesforce, check out this article.


Overview


Terminus customers may have leads in their Salesforce instances that are engaging with marketing campaigns, but have not been converted and associated to an account as a contact. By default, marketing touches associated to a Lead record are not captured in our standard reporting. However, Terminus offers a solution that can be easily enabled called "Orphan Lead Finder.

Screen_Shot_2019-04-26_at_2.08.25_PM.png

Orphan Lead Finder allows the Terminus platform to run a matching algorithm through your Salesforce lead records, and surfaces the marketing touches from these engaged leads. The touches from these orphan leads will then appear alongside other marketing touches with known contacts from that account. You can view all orphan leads associated to an account in the Account Specific Page

 

Reviewing Your Orphan Leads


To explore whether this feature is a good fit for your Salesforce data, you can first view the list of orphan leads Terminus has found, and the level of confidence in the inferred account match. If there are a lot of "High" confidence matches, it might be worthwhile to enable this feature in your Data Studio instance.

To navigate to the orphan leads list, hover over the User menu button in the bottom left corner, and select "Data Hygiene." Note: Only your Data Studio Admin users will be able to access this page.

2019-04-17_10.10.05.gif

On this page, you'll be able to see:

  • Lead name & email address
  • The inferred account that the lead has been associated to 
  • What the Confidence Level is of the match (see the next section for more details on this)
  • The number of campaigns the lead is associated with
  • Date of the most recent campaign response
  • The number of opportunities the lead is associated with
  • and the total value of those associated opportunities 


Enabling Orphan Lead Finder


If you are interested in enabling Orphan Lead Finder in your Data Studio instance, first determine which level of confidence you would like enabled. We recommend considering the quality of your organization's CRM data when selecting a confidence level - if your data hygiene and quality are good, a lower confidence level probably makes sense and will maximize the extra insight you'll get into your ABM performance. If your data quality and cleanliness are less than stellar, setting a medium or high confidence level is the way to go. 

  • Low confidence match: Occurs when the email domain of the Lead matches any of the email domains of Contacts already associated with an Account. (10 point threshold)
  • Medium confidence match: Occurs when the `Company` field of a Lead matches the `Company` field of any Lead that has already been converted into a Contact on an Account AND the low confidence match criteria has been met. (30 point threshold)
  • High confidence match: Occurs when there is an exact match of the `Company` field on the Lead to the `Account Name` field on an Account AND one of the criteria for a low OR medium match is also met. (50 point threshold)

Feature Note: High Confidence Matches

By default, the Terminus platform will only attribute "High Confidence" matches to accounts in our system. "Low" and "Medium" matches will still be surfaced on the Account-Specific page, however. Additionally, only "High Confidence" matches will be pushed to Salesforce via our lead-to-account mapping feature. Our team is happy to update your confidence setting by request, but only one level can be enabled at a time. 

If you would like to update your Confidence Level setting, please contact support@terminus.com.

  OLF.png

A few additional things to note about this feature:

  • The marketing influence numbers for your campaigns may change significantly if you enable this feature, depending on how many orphan leads are being added into your Data Studio instance. Make sure you are prepared for any reporting changes that may occur as a result of this feature.
  • In the event of a tie (for example, you have a lead that matches to duplicate account records), we use the count of contacts on the account records with the same domain to determine which account the lead is associated to (re: the lead will be associated to the account with more contacts)
    • If you would like to use a custom tie break field for this setting, please reach out to support@terminus.com.

Was this article helpful?
1 out of 1 found this helpful

Comments

0 comments

Please sign in to leave a comment.