The Attribution by Campaign Type Report

Prerequisites

The Attribution by Campaign Type 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 Strategy Manager if you have any questions regarding your current Terminus subscription. 

Article quick links: 

• Report Overview
• Report Details
• Report Use Cases

Report Overview

The Attribution by Campaign Type report allows marketing users to assess channel effectiveness across the deal cycle based on first touch, last touch, and evenly-weighted multi-touch attribution models.

This report is designed to help marketing teams:

• Take the guesswork out of which content or channels are driving the most results.
• Allocate more budget to channels that are filling your funnel.
• Justifying marketing spend based on pipeline and revenue influence.

Report Details 

Report Settings

Within the Attribution by Campaign Type 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: Revenue vs. Pipeline
  • Revenue: Opportunities with a status of “Closed Won” in the reporting cohort.
  • Pipeline: Opportunities created in the reporting cohort. An opportunity can be open, closed won, or closed lost.  

• Influence Type (Revenue only)
  • Any Influence: All responses from leads and contacts associated to an account, that happened either pre- or post-opportunity creation.
  • Pre-Opportunity Influence: Responses from leads and contacts associated to an account that happened before an opportunity was created.
  • Post-Opportunity Influence: Responses from leads and contacts associated to an account that happened after an opportunity was created.

Using Global Filters

By default, the Attribution by Campaign Type report will show data for all campaigns with responses in the selected reporting cohort. However, if you want to compare campaign influence for specific cohorts of accounts, you can also apply global filters to this report. 

For example, if I wanted to analyze campaign influence 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 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 

Report Graph & Table

Just above the report graph are several summary metrics that will change, based on your Metric selection of either "Pipeline" or "Revenue." 

"Pipeline Summary Metrics"

"Revenue Summary Metrics"

The report is comprised of two main sections:

• The Percentage by Campaign Type graph: A visual representation of the percent of total pipeline or revenue influenced by specific campaign types within your selected reporting cohort.

 
The campaign types reflected in this report will be determined by the campaign types selected in your Terminus Data Studio configuration and onboarding period.

Hovering over a campaign type name in the graph legend, or section of the graph, will highlight the performance for that particular campaign type.

• The Attribution reporting table: A breakdown of influence by campaign type, and specific campaigns, across the deal cycle for the selected reporting cohort.

In the data table, users will be able to view (by campaign type):

• First Touch
  • Pipeline Generated: The total value of all opportunities where the first touch on an opportunity was a response to any campaign in a specific type. An opportunity can be open, closed won, or closed lost.
  • Revenue Generated: The total value of all closed won opportunities where the first touch on an opportunity was a response to any campaign in a specific type.
• Last Touch
  • Pipeline Created: The total value of all opportunities where the last touch before opportunity creation was a response to any campaign in a specific type. An opportunity can be open, closed won, or closed lost, (i.e. Pipeline amounts of all opportunities, cohorted by the campaign of their last campaign response).
  • Revenue Created: The total value of all closed won opportunities where the last touch before opportunity creation was a response to any campaign in a specific type.
• All Influence (Multi Touch)
  • Pipeline: The total attributed value of responses associated with any campaign in a specific type that occurred from lead acquisition to opportunity creation. An opportunity can be open, closed won, or closed lost.
  • Revenue: The total attributed value of responses associated with any campaign in a specific type from lead acquisition to opportunity close on closed won opportunities.
• Opportunities Generated (Pipeline)
  • Number of opportunities where the opportunity's first campaign response was from a specific campaign/type.
• Deals Generated (Revenue)
  • Number of closed won opportunities where the opportunity's first campaign response was from a specific campaign/type.
• Opportunities Influenced (Pipeline)
  • 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 (Revenue)
  • 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. 

To see a breakout of each specific campaign with attributed pipeline/revenue in the reporting cohort, click the “>” next to the campaign type: 

• Clicking on the Campaign Name link will take you to the Campaign Specific report, and show you details of all the opportunities and deals that campaign influence.

• Clicking on the Opportunities or Deals Generated, or Opportunities or Deals Influenced links will take you to the Opportunity Insights report, and only show you additional details for the specific opportunities / deals influenced by that particular campaign type.

Report Use Cases

Here are some ways you might use this report to assess marketing effectiveness:

USE CASE 1: Lead Generation 

• Question: Which channels and campaigns have been most effective in driving leads?
• Report settings: Desired cohort, Pipeline
• What to look at: First Touch Data

USE CASE 2: Top of the Funnel

• Question: Which channels are helping me fill the top of my funnel? (re: I need more high quality leads and opps that turn into deals. What is driving my best pipeline?)
• Report settings: Cohort = Last Full Quarter
• What to look at: View Pipeline by First Touch, view Revenue by First Touch 

USE CASE 3: Lead Conversion

• Question: Which channels are helping convert leads to opportunities? (re: I need to convert more leads to pipeline and opps. Which channels are driving lead conversions?)
• Report settings: Cohort = Last Full Quarter
• What to look at: View Pipeline by Last Touch

USE CASE 3: Pipeline Acceleration

• Question: Which channels drive opps to close? (re: I need to improve opp win rate. Which channels are pushing accounts over the finish line?)
• Report settings: Cohort = Last Full Quarter
• What to look at: View Revenue by Last Touch