The Campaign Trends Report

Prerequisites

The Campaign Trends report is part of Terminus’s Revenue Attribution reporting package, and may not be accessible to all Measurement Studio customers. Please reach out to your Customer Success Manager if you have any questions regarding your current Terminus subscription. 

Report Overview 

The Campaign Trends report allows users to analyze the impact of their marketing campaigns on key metrics over time, and compare outcomes against specific goals set, and against historical performance.  

Report Details 

Report Graph & Table

The report is comprised of three main sections:

• The trends graph: A visual representation of change over time, based on your selected “Field”, and the additional reporting cohorts you select.

• The trending performance table: A numerical report of change over time in the primary “Field” selected, and based on the “Cohort”, “Time Unit”, and “Type” selected.

• And, the trend comparison table: A breakdown of the impact particular campaigns and campaigns types had on the “Field” you selected, within your selected reporting timeframe. Note: This view will change based on the “Type” you select. 

Additional Note: The data that shows in the tables is exclusive to activity that happens in that interval. For example, if you've clicked on “Week 2” in the data table, the table will only show the net new stuff activity from Week 2 of your select time frame. The graph, however, will show cumulative data (ex: Week 1 + Week 2).

Report Settings

Within the Campaign Trends report, users have the ability to adjust the following settings:

COHORT 

Cohort is used to determine the desired timeframe you want to view data & trends for. There are several preset date range options, including: 

• To Date: Week to Date, Month to Date, Quarter To Date
• Last Full: Last Full Week, Last Full Month, Last Full Quarter
• Ago from Today: One Week, One Month, Three Months, Six Months, One Year
• Quarter: Based on the fiscal year and lookback settings determined during your Data Studio onboarding period.
• Fiscal Year: Based on the fiscal year and lookback settings determined during your Data Studio onboarding period.

Additionally, you can choose to report using a Custom Date range.

METRIC

Metric is used to determine the primary metric that you want to analyze trending data for. Field options include:

• Responses: The number of valid campaign member responses (tracked from your Terminus-connected CRM and/or marketing automation platform) within the specified date cohorts.
• Influence Opportunities: The number of unique opportunities with at least one campaign response in the selected cohort. An opportunity can be open, closed won, or closed lost.
• Influenced Deals: The number of unique closed-won opportunities with at least one campaign response in the selected cohort.
• Attributed Pipeline: The total attributed value of responses associated with any campaign that occurred from lead acquisition to opportunity creation date. An opportunity can be open, closed won, or closed lost.
• Attributed Revenue: The total attributed value of responses associated with any campaign from lead acquisition to opportunity close date, on closed won opportunities.
• Influenced Pipeline: The unique pipeline value of all opportunities that have at least one campaign response prior to opportunity creation date.
• Influenced Revenue: The unique revenue value of all closed won deals that have at least one campaign response prior to opportunity close date.  

INTERVAL

Interval is used to determine the reporting interval reflected in the graph, and the trending performance and comparison tables. Time units can be set to weeks, months, or “auto” which will auto-select the best option, based on the Cohort you select. 

ATTRIBUTION MODEL

• All Influence: Considers all responses from campaigns that happened either pre- or post-opportunity creation.
• First Touch: Considers responses from campaigns that were the first marketing activity before an opportunity was created.
• Last Touch: Considers responses from campaigns that were the last marketing activity before an opportunity was created.

CAMPAIGNS THAT

Campaigns That is used to determine which marketing campaigns will be evaluated in the report. These options include:

• 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.

BENCHMARK

Benchmark allows users to compare current performance against historical performance. These options include:

• Previous Cohort: Compares the selected time frame to the same amount of time directly preceding it (Ex: Q1 2020 compared to Q4 2019).
• Previous Year: Performance for the selected time frame compared to the same time frame from the previous year (Ex: Q1 2020 vs. Q1 2019)
• Goal: Allows users to set a target for the selected Field, and track progress towards that goal overtime. 
• None: No comparison.

Campaign Trends Dashboard Tile

The data from Campaign Trends can also be represented within your Terminus Dashboards, via the Campaign Trends dashboard tile. 

This can be extremely useful for quickly gauging trends in campaign performance across multiple KPIs (like responses, opportunities, pipeline, and revenue), and as part of your broader performance tracking efforts.

For example, you could create a tile to track trends in marketing-influenced opportunities from the current quarter to the previous quarter: 

Tile settings:

• Type = Benchmark
• Benchmark = One Cohort Ago
• Field = Influenced Opportunities
• Campaigns That = Have Activity in this Cohort
• Cohort = [Current Quarter]
• Time Unit = Auto 

You could also use it to quickly gauge whether you’re on track to hit quarterly goals for influenced and attributed pipeline or revenue:

Tile settings:

• Type = Goal
• Field = Attributed Revenue
• Campaigns That = Have Activity in this Cohort
• Cohort = [Current Quarter]
• Time Unit = Auto
• Goal = [Quarterly Attributed Revenue Goal]

Using Global Filters 

By default, the Campaign Trends report will show data for all campaigns associated with the selected Field, and the additional reporting cohorts you select (like “Campaigns That,” and time frame “Cohort”).

However, if you want to compare campaign performance for specific cohorts of accounts, you can also apply global filters to this report. For example, if I wanted to analyze campaign trends across a specific account list, I could filter by account list: 

In this example, I’d only be reviewing campaign performance for campaigns with responses from leads or contacts associated with the accounts in this list.

Some additional use cases for applying global filters could include:

• Filtering by campaign type(s) to see how how specific programs or channels are performing
• Filtering by specific opportunity types to see how coverage on specific types of deals is trending (new business, expansion, renewals)
• Filtering by Terminus firmographics (Employee Range, Revenue Range, Industry) to see how coverage is trending in specific account segments

FAQs

Why did my influenced pipeline/revenue suddenly increase over a “xxx to date” period?

• Campaign responses that influence leads may convert into opportunities during your reporting period, which can retroactively increase your influence for certain reporting scenarios 

Why do these reports differ from my Salesforce report? 

• Campaign responses in Measurement Studio are aggregated using our lead-to-account matching algorithms, which will increase the visibility of marketing touches that are reported on
• Salesforce campaign influence reporting relies on opportunity contact roles, which are a subset of an account or opportunity’s campaign influence. These are included within Measurement Studio reports, such as Campaign Trends