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Lesson 4: The Campaign Attribution Data Model

The Campaign Attribution Data Model 

By the end of this lesson, you’ll be able to:

  • Describe and understand the relationships between the Campaign Attribution Detail object and other objects in Salesforce
  • Manage the Campaign Attribution Detail database build
  • Describe and understand how Campaign Attribution Detail objects are created on a given Opportunity and related Campaign touches
  • Describe and understand the fields used on the Campaign Attribution Detail object to track attribution

NOTE: These lessons refer to a fictitious company, Spiral Inc. and how they utilize Campaign Attribution to solve marketing challenges. Please review Intro to Spiral Inc. to learn more about Spiral’s use case.

The Campaign Attribution Data Model

Before building out Campaign Attribution Models relevant to Spiral’s business, Dina needs to understand how the data model works as it will impact how she applies weights, builds reports, and her reporting options.

Below is a schematic diagram of the Campaign Attribution Data Model. At the hub of attribution reporting is the Campaign Attribution Detail object. This object has lookup relationships to Campaigns, Contacts, Leads, Opportunities, and Accounts. It also has the flexibility to pull in other Custom Object relationships. This allows for flexibility in reporting across any dimension that may be important to Spiral.

For instance, Spiral’s CMO, Sydney Rogers would like to understand how Campaign Attribution differs across the following dimensions: 

  • Industries (from the Account)
  • Company Size (from the Account)
  • Opportunity Types (Renewals, New Business, Upsell)
  • Persona (Job Titles, Job Levels from Leads/Contacts)
  • Campaign Types

This is all possible because of the relationships between the Campaign Influence Detail object and other objects in Salesforce.

Campaign Attribution Database Build

Campaign Attribution Detail object records are created using a nightly batch process. This process rebuilds the attribution database based on all the Opportunities and Campaign Members subject to any active Campaign Attribution models. Batch processing is an efficient way to run processes that don’t require immediate processing.

The attribution rebuild time of day is set under the “Data Processing” section of the Campaign Attribution configuration. Typically this is set to a time where there is not a lot of other activity in Salesforce (i.e., overnight). Database rebuilds can also be run on-demand by clicking “Rebuild Campaign Attribution Data Now.” Depending on the size of database, the number of active models, and any other batch processes occurring at the same time, the influence database is typically completed anywhere from 10 minutes to 8 hours.

Since Spiral’s operations are in North America only, Dina will set this to occur overnight when there is less activity in Salesforce. Additionally, each morning she can then review the Attribution dashboards with data from the prior day.

Campaign Attribution Record Creation

The database is built by creating a Campaign Attribution Detail object for every Campaign Member that is considered influential to an Opportunity based on a model’s configuration (each Campaign Member / Opportunity pairing creates 1 Campaign Attribution Detail Object). Additionally, an organization may have 3 active models at one time, but as many configured models as desired. Initially, Spiral will only need 3 models, but as the company grows and changes, additional models may be needed. Spiral’s models will be covered in Lesson 6 (coming soon).

 

This example shows Spiral’s 3 active models with 2 additional inactive models configured.

If a single Campaign Member is considered influential in 2 different models on the same opportunity, only 1 Campaign Influence Detail record gets created, but “Has Attribution Model 1” and “Has Attribution Model 2” will both be checked. The revenue amount assigned to each of these influential touches is based on a point weighting system (described in Lesson 5 and is tracked in currency fields specific to the model (Total Op Attribution Model 1, Open Op Revenue Model 2, etc.).

 

 

Spiral can track 4 different dimensions of attribution using the currency fields related to the model:

  • Won Op Attribution: Total value attributed to won opportunities
  • Open Op Attribution: Total value attributed to open opportunities
  • Lost Op Attribution: Total value attributed to lost opportunities
  • Total Op Attribution: Total value attributed to all opportunities (won, lost, open)

These dimensions will be helpful to Spiral when comparing campaign performance across won opportunities vs. lost opportunities as well as open pipeline vs. closed.

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