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5 - Digital Source Tracker Glossary

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Joel Mayer
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Campaign

An outbound marketing initiative with results that can be tracked and quantified.

Conversion Rate

The percentage of leads that convert to the next successive stage of your funnel.

CPC

Cost-Per-Click. Often used interchangeably with PPC. Strictly speaking, PPC refers to the type of advertising program, whereas CPC communicates what you actually pay per click within that program.

Daily Aggregate Database

This database gathers digital marketing information from Touchpoint Capture, Google Analytics, and Salesforce campaign member details and puts them through a MapReduce algorithm. It then stores this data as an efficiently-packaged daily entry in a Salesforce database.

Digital Touchpoint

A specific instance in which an individual interacts with a company on a digital platform, e.g. by clicking on a PPC advertisement, responding to a social media campaign, downloading a white paper, or requesting a demo.

DST

Digital Source Tracker. A Full Circle Insights product that adds onto Response Management to provide visibility into prospects' digital touchpoints.

Full Circle Method

The Full Circle Method encompasses four main categories that FCI uses to measure the impact of marketing and sales efforts:

  • Planning: Reviewing what's happened in the past to create a projection of what's needed to drive sales in the future.
  • Achieving: Measuring real-time progress against set goals.
  • Optimizing: Observing where processes are doing well and where they can be improved, then using that information to dial in optimal campaign performance.
  • Evaluating: Examining which campaigns are contributing the most value and making informed, data-driven decisions about where to allocate marketing dollars.

These pillars are incorporated into Response Management as four reporting dashboards that help inform smarter marketing decisions.

Full Circle Method for Digital Marketing

The Full Circle Method for Digital Marketing analyzes four different areas of businesses' digital marketing strategy:

  • Engagement: How digital marketing influences prospects’ interactions with companies online
  • Cost: How much digital marketing costs the company
  • Effectiveness: How well digital marketing is doing its job, from the campaign level up
  • Revenue: How much of the company's revenue is attributable to digital marketing efforts

The Digital Source Tracker contains a reporting dashboard for each of these areas. In addition to contributing to better digital marketing, the data in these dashboards can also be used to inform decisions about each step of the Full Circle Method.

Funnel Metrics

Three metrics that Full Circle uses to quantify the health of a sales funnel:

  • Volume: How many leads are moving through the funnel
  • Velocity: How quickly deals are closing as leads move through the funnel on their buyer's journey
  • Conversion rate: What percentage of the leads in one stage of the funnel progress to the next stage

Handoff

The handoff is the process by which Marketing passes an MQL along to Sales. It marks a critical point in the funnel; when handled smoothly and efficiently, it can propel a lead forward in their buyer's journey with greater confidence.

Medium

A medium is the broadest category describing campaign type. Media include Cost-Per-Click, email, referral, organic, and so on. Medium is sometimes confused with source. To understand the difference, consider a Google AdWords campaign and a Bing campaign. The medium for both campaigns is the same (Cost-Per-Click), but the sources (Google and Bing) are different.

MQL

Marketing-Qualified Lead. A lead whose engagement with marketing touchpoints indicates that they are likely to become a customer.

Opportunity

An opportunity is a pending deal or potential sale.

Organic Traffic

Organic traffic refers to visitors who come to your website from a search engine's natural results, rather than from a paid advertisement.

Pageview

A single, discrete impression of a page on your website. One of the most basic building blocks of marketing analytics.

Pipeline

A company's sales pipeline is made up of multiple opportunities, and it represents the sales process of moving a deal from start to finish.

PPC

Pay-Per-Click. In a PPC digital advertising campaign, a company creates an advertisement and pays a fee each time someone clicks on it. Often used interchangeably with CPC. Strictly speaking, PPC refers to the type of advertising program, whereas CPC communicates what you actually pay per click within that program.

SAL

Sales-Accepted Lead. An MQL that has been passed on to Sales for approval.

Source

Simply put, a source is where a visitor to your website comes from. Source is sometimes confused with medium. To understand the difference, consider a Google AdWords campaign and a Bing campaign: The medium for both campaigns is the same (Cost-Per-Click), but the sources (Google and Bing) are different.

SQL

Sales-Qualified Lead. An SAL that has shown definite interest and is ready to move farther down the funnel to become a customer.

Touchpoint

Also known simply as a touch, a touchpoint is a specific instance in which an individual interacts with a company. There are two basic types of touchpoints:

  • Digital touchpoints, in which the interaction takes place online (e.g. when someone responds to a PPC advertisement, interacts with a social media campaign, opens an email newsletter, downloads a white paper, or submits a demo request)
  • Non-digital touchpoints, in which the interaction takes place offline (e.g. at trade shows, conferences, and other events)

Tracking the impact of these touchpoints on the buyer's journey offers insight into which campaigns and strategies are most effective at attracting and retaining customers.

Touchpoint Capture

Touchpoint Capture tracks anonymous touches from paid ads, organic searches, social media, and referrals. By using a specialized piece of Javascript on form fills, it is able to retroactively connect a campaign member in Salesforce with their previously-anonymous touches.

UTM

Urchin Tracking Module. UTM parameters use information stored within URLs to identify the marketing campaign that drove a pageview.

UTM Campaign

This type of campaign uses UTMs to track the effectiveness of digital marketing. When a visitor clicks on a link that is part of a UTM campaign, the UTM enables analytics software to identify the source, medium, campaign, and search term that brought them to your website, as well as which specific piece of content (text link, banner ad, etc.) they clicked on to lead them there.

Velocity

How quickly deals are closing as leads move through the funnel on their buyer's journey.

Volume

As it relates to funnel metrics, volume measures how many leads are moving through the funnel during a given period of time.

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