7 - Understand How TC Works with DAD

How Touchpoint Capture Metrics Are Captured in the Aggregate Database Entry Record

The Daily Aggregate Database introduces the Aggregate Database Entry object, which houses daily aggregate metrics from multiple data sources. This topic explains which anonymous digital metrics are captured.

For an overview of Touchpoint capture features, review Getting Started with Touchpoint Capture.

Capturing Unique Touchpoint Capture Permutations

When you enable the Daily Aggregate Database, the Aggregate Database Entry record automatically recognizes data captured from the Touchpoint Capture functionality and begins to aggregate it into Aggregate Database Entry records. There is no additional configuration or customization needed.

With Response Management and Touchpoint Capture, every Salesforce Campaign has a field called Capture Full Circle Digital Touch Data. When this box is checked, Touchpoint Capture tracks anonymous digital touchpoints. First anonymous digital touchpoints are ultimately associated with a form fill tied to this Campaign. Both the first digital touchpoint and last digital touchpoint are then tracked in Salesforce (upon form fill). The Digital Touchpoint field on the Campaign Member is checked if the record has received Touchpoint Capture data and is associated with a Campaign that is tracking digital touchpoint data.

When the Data Source of an Aggregate Database Entry record is DST Segments, the data is associated with a Campaign that is capturing digital touch data.

Aggregating Touchpoint Capture Data by Digital Touchpoints

The Aggregate Database Entry record captures Touchpoint Capture metrics for a certain day (based on the Campaign Member Response Date) by aggregating their behaviors according to unique UTM parameter permutations. This allows you to see fluctuations across daily patterns, which can guide you to dig deeper into your existing reports to discover the root causes.

The following digital attributes are consolidated and aggregated by Day (where Day = Campaign Member Response Date) to identify unique combinations:

• UTM Campaign (tracked in the Campaign field)
• UTM Medium (tracked in the Medium field)
• UTM Source (tracked in the Source field)

Any unique combination of data from the above 3 attributes will result in a unique number of Digital Touchpoints for that Day and for that permutation, and is captured in the relevant field.

Digital Touchpoints on an Aggregate Database Entry record capture the number of all digital touchpoints related to that day that can be tied to a form fill. Each record describes the number of digital touchpoints based on the unique UTM parameter combination for that day. These include first, middle, and last digital touchpoints. The result is an aggregate number on the record. You can use this to compare total digital touchpoints against the number of digital touchpoints for other campaign permutations.

Example - Aggregating Paid Ad Data for One Date

On 2/1/19, your Marketing team was running two paid ad campaigns. Because they were paid ad campaigns, the Campaign field captured the UTM Campaign parameters. We also know that the UTM Medium and UTM Source parameters were used, as is mandatory for paid ad tracking. We assume that these UTM Campaign parameters were associated with similarly-named Salesforce Campaigns, which are both set to capture digital source data.

• UTM Medium: cpc
• UTM Source 1: linkedin
• UTM Source 2: google
• UTM Campaign: 2019-q1-webinar

The Digital Touchpoints field on the DST Segment record tracks the number of total digital touchpoints for that UTM combination for that day. In our example, the following occurred:

• 2 people clicked on the LinkedIn ad, were taken to your landing page, and filled out the form, all on 2/1/19. That's 2 first digital touchpoints associated with that UTM combination of (2019-q1-webinar + cpc + linkedin). These were also the last digital touchpoints before the form fills occurred.
• 6 people clicked on the Google ad, were taken to your landing page, and filled out the form, all on 2/1/19. That's 6 first digital touchpoints that also were the last digital touchpoints before the form fill occurred.
• 5 people clicked on that same Google ad on 2/1/19, but left your landing page without filling out the form. On a later date they returned and filled out the form. That's still 5 digital touchpoints logged for 2/1/19. More specifically, these are "first" digital touchpoints.
• 5 people clicked on a different Google ad the day before (1/31/19), and left your site without filling out a form. On 2/1/19, they clicked on the Google ad that brings them to this landing page, and they fill out a form. That's 5 digital touchpoints. More specifically, these are last touchpoints.

In the table below, you see that the LinkedIn campaign for the day in question has fewer Digital Touchpoints than the Google campaign. You know that many visitors are interacting with the Google-directed landing page. Perhaps there is something in the LinkedIn ad that you can use for the Google ad to lower the total digital touchpoints for that landing page.

The table below is a simplified version of some sample Aggregate Database Entry records:

Summarizing Aggregate DST Data

The Daily Aggregate Database provides a data source that is a summary of all DST Standard Digital Touchpoints for a day. This data source is DST Summary. This Aggregate Database Entry record summarizes all of that day's digital touchpoints.

Using the same example from the earlier section, the following Aggregate Database Entry records would be generated: