FCI Release Notes for Campaign Attribution Sep 2023

Release Schedule

Release At-a-Glance

New Features

Time Decay

What:

There is now the ability to incorporate a time decay in your attribution models, so that older responses get less credit than more recent responses based on their proximity to the Opportunity Created Date.

Where:

Time Decay is now an option in each model configuration. Simply click the "Enable Time Decay" checkbox in the model configuration to use this feature.

Why:

Following are some reasons and benefits for using a time decay in attribution models:

• There is a greater value placed on campaign responses that occur closer to deal creation. The underlying logic here is that if earlier responses had been more influential, the deal creation and conversion would've happened earlier.
• It is a multi-attribution model that will give the most credit to the last touch before opp creation, but still allocate some attribution credit to other touches relative to proximity in the customer journey.
• If your company has a relatively long sales cycle and determines that more recent campaign responses should be more influential than older responses, this model will reflect that position.

Key considerations

Although there are benefits to using the time decay option, you may want to consider the following when enabling:

• Consider using a time decay model in addition to other models. When using time decay, the emphasis is more on recent touchpoints and will discount earlier touches that may have led to initial interaction.
• It is not generally recommended to use the time decay option for First Touch based models. If you do use it in this context, the First Touch points will not be decayed, so as to preserve First Touch allocation.
• Time Decay will not be applied to any responses after opportunity creation. This may be important if your model is using closed date instead of create date for the Days to Filter, or if you're using "During Opportunity Only" for the attribution timeframe.

Improvements

Attribution for Account Campaign Members

What:

In Salesforce, you can add Accounts as Campaign Members. Up until now, Full Circle Attribution did not consider these campaign members in attribution calculations. As of this release, customers using Accounts as Campaign Members will be able to include these campaign members in Full Circle Attribution calculations.

Where:

You will be able to enable this new option in the Attribution Model Configuration. Note that you must have Account Campaign Members enabled in Salesforce to see and enable the option.

Why:

There are a few reasons why organizations may want to use Accounts as Campaign Members:

1. The decision maker is unknown: If you have engaged with several different contacts from the same account (e.g. at an event), it may be unclear who the decision maker is. With Accounts as Campaign members, you could send email to all contacts on an account without selecting each individual contact.
2. Protection if decision maker leaves: Accounts as Campaign Members can minimize the disruption of losing a decision maker by ensuring that you don't lose contact in your marketing efforts. This can prevent you from missing out on potential opportunities.

If you are using Account Campaign Members, you may want to get a complete picture of your campaign attribution to include the campaigns associated to accounts and not just people. You would do this by enabling Attribution for Account Campaign Members in your model settings.

Key considerations

• To see and enable in the Attribution Model settings, your org must have Account Campaign Members enabled in Salesforce.
• An Account Campaign Member weighting must be specified in the model settings to get attribution calculations for these campaign members.

Attribution Rebuild Optimization

What:

There is now the option to exclude closed opportunities in the Campaign Attribution Rebuild. This will decrease the amount of opportunities in the rebuild process and will ultimately improve the rebuild timeframe.

Where:

To take advantage of this new optimization option, access the Campaign Attribution Configuration page and select the option in Advanced Configuration settings.

Who:

This new option will be helpful to all Full Circle Attribution customers, but especially to those customers with large Salesforce Databases, for which the existing attribution rebuild timeframe spans up to 24 hours or more.

Key considerations

• Enabling this option will exclude processing on any closed Opportunities that did not already have attribution records, meaning they've previously been processed. Thus, any attribution reports will still include records for closed opportunities.
• This setting will be ignored anytime any of the models are modified. This includes when this option is enabled. The next time the rebuild runs, it will process ALL opportunities within the date range specified including previously processed closed opportunities. Then the next time the rebuild runs, it will skip over previously processed closed opportunities.
• If you have campaign updates that will affect the attribution for closed opportunities and you want that reflected in reports, you should disable this option and let the rebuild run on all opportunities.
• This option will not be reflected in the real time attribution for the Deal Explorer. If you're viewing a Closed Opportunity, the attribution will be processed and displayed in real time.
• This feature by default only applies to Full Circle standard model types (Account based, Opportunity Based). For customers with custom models, additional custom code will be need to be added to your instance for this feature to work. Please contact Full Circle Support for any assistance or guidance needed.