5 - Journey Explorer

Journey Explorer: Clarity, Every Step of the Way

Note: The following documentation describes concepts from both Full Circle Insights Funnel Metrics and Digital Source Tracker. For more details on these features and the concepts they use, please see Funnel Metrics and Digital Source Tracker How It Works.

When you use Digital Source Tracker, you're gathering data about how your contacts interact with you both digitally and non-digitally. So, what happens if you want to see an in-depth journey for one specific user — all the way from first digital touch to Opportunity Won, with details about every response along the way? Well, you're in luck! You can do this from any opportunity with a tool we call the Journey Explorer. The Journey Explorer combines all the digital and non-digital touch details into one easy-to-use, dynamic page. To access it, start by adding the Journey Explorer button to your Opportunity layout (see the FAQ at the bottom of this page). But first: Let's clarify exactly whose journey we're talking about.

Who is this Journey about?

The Journey details you'll see in Journey Explorer are associated with the Originating Contact for the opportunity, which is the contact for whom the opportunity was created. This field (FCRM__FCR_Admin_Originating_Contact__c) is populated by Full Circle Insights Funnel Metrics. It is often (but not always) the same as the Primary Contact Role.

Journey Explorer Details

Once you click into the Journey Explorer, you'll notice it's divided into 3 sections. Here's a quick rundown of what each of those sections contains.

Journey Summary

At the top of the page, you'll find a Journey Summary that gives you an overview of the Contact, Opportunity, digital, and non-digital touches. This section has four columns:

• Farthest to the left, you have opportunity details (Opportunity Name, Opportunity Stage, Opportunity Created Date, Opportunity Close Date)
• Second from the left, you have Salesforce campaign details (First Touch, Primary Campaign Source, Last Touch)
• Second from the right, you have digital touch details (First Digital Touch, First Form Fill, Most Recent Digital Touch)
• Farthest to the right, you have digital touchpoint details (Total Number of Touchpoints, Number of Days Before Form Fill)

Here's an example of a typical Journey Summary page:

Journey Chart

The Journey Chart section really lives up to its name: It plots the customer journey onto — you guessed it — a chart. But not just any chart! This chart is dynamic, and it shows all digital and non-digital touches. By default, the x-axis is grouped by Week and the y-axis is grouped by UTM Source, but you're able to change the Time Grouping and the Digital Grouping to best suit your needs.

• Time Grouping options are Day, Week, Month, Quarter and Year
• Digital Grouping options are UTM Source, UTM Campaign, UTM Medium, UTM Content, UTM Term and Property Location

Note: The Time Grouping picklist changes the x-axis for both charts, whereas the Digital Grouping picklists updates the y-axis only on the right-hand chart.

Here's the look and feel you can expect from your Journey Chart:

Left Chart vs Right Chart

The two charts are designed to give you two different perspectives on the same data.

• Left Chart: The left chart is designed to show you at a glance how many touches this user had in the selected time frame.
• Right Chart: The right chart allows you to view the touches based on a specific UTM parameter, or property location.

Chart Reading Cheat Sheet

• Social media icons: Each digital touch gathers available UTM parameter data — including social media touches. To make things easy, we show some of the most common social media icons on the chart where applicable.
• Hovering: When you hover over a data point, details about it will appear.
• Number within a touch: When multiple touches occur on the same day, a number appears on the data point to alert you. To see details on each of the multiple touches, just hover over the data point.

Example:

• Time Grouping: You have the option of viewing the graphs by day, week, month, quarter or year. The grouping you choose not only changes the x-axis on the chart, but also "groups" touches by that value, additively. Here are a couple of examples for comparison:

Sort by day: If you have 3 touches across a 5-day work week, you will see them each on the "1" line, because one touch occurred on each day:

Sort by week: But when you sort that same data by week, you will see the data points appear one on top of the other, to indicate three touches that week:

Journey List View

The Journey List View provides a list of all digital and non-digital touches. It looks something like this:

The column widths are sized dynamically and each can be expanded. Most of the columns can be sorted to suit your needs.

Journey Explorer FAQs

Let's do this! How do I add the Journey Explorer button to the Opportunity Layout?

A simple three-step process is all it takes to add the Journey Explorer button to your Opportunity page layout:

1. Edit your Opportunity page layout in Lightning or Classic.
2. Click the "Buttons" section.
3. Drag and drop the "Journey Explorer" button into the Custom Buttons section of your page layout.

NOTE: If you have "Salesforce Mobile and Lightning Experience Actions" enabled on your lightning page layouts, you may need to make the update in that section.

What are touches and touchpoints?

The Journey Explorer uses a combination of both Digital Source Tracker concepts and Funnel Metrics concepts.

• Touches / non-digital touches: Campaign responses associated with the Contact.
  Note: "Touches" in this case refers specifically to campaign responses, as opposed to activities or non-responses.
• First and Last Touch: These concepts come from Funnel Metrics. "First Touch" refers to the first campaign response associated to the contact, and "Last Touch" refers to the last campaign response prior to opportunity creation. For more details, please see How Opportunity Fields are Set.
  
• Digital Touches: Touchpoint Capture uses a piece of proprietary Javascript code that gathers and stores information about anonymous clicks (digital touches). That information includes things like how the visitor came to your website, and what they clicked on when they arrived. When a visitor discloses their identity with a form fill, UTM and referring source data are saved to the Touchpoint Capture database. An API then pulls them into Salesforce. From there, they’re associated to the related Campaign Member record, which is in turn associated with a Lead/Contact record. For more details, please see Introducing Touchpoint Capture and How It Works.
  
• Total Number of Touchpoints: The combination of Touches and Digital Touches. The Journey Summary "Total Number of Touchpoints" will match the number of rows in the Journey List View.

Why do I see "No Salesforce Campaign" for a digital touch or touchpoint?

In order to avoid data bloat, Digital Source Tracker imports UTM Paraemeter and other information for the First Digital Touch and the First Form Fill to Salesforce, but not the rest of the digital touches. The journey shows the data for these touches even though it is not being stored in Salesforce, therefore specifies "No Salesforce Campaign."

Examples:

Can the Journey Explorer show details about other contacts?

No. For this version of the Journey Explorer, the journey focuses only on the Admin Originating Contact.

Does the Journey Explorer aggregate touches for all contacts related to the opportunity?

Short answer: Not yet. In this version of the Journey Explorer, the journey is limited only to the Admin Originating Contact. This expanded functionality may be planned for an upcoming release depending on customer demand. If this addition would be helpful to you, please let us know by filing a case at https://fullcircleinsights.com/support/.

Can I aggregate touches for all contacts related to the opportunity on my own?

Because Funnel Metrics and Digital Source Tracker use proprietary methods to gather and aggregate the touches from multiple locations, it's not currently possible for users to perform DIY touch aggregation. However, this expanded functionality may be planned for an upcoming release depending on customer demand. If you'd like to see it included in the future, please let us know by filing a case at https://fullcircleinsights.com/support/.

Can I create a Salesforce report with this specific Journey Data?

No. The Journey Explorer is created dynamically by pulling data from both Salesforce and your unique AWS database instance. Digital Source Tracker tracks all digital touch points for prospects on your web properties and stores them outside of Salesforce. Only a subset of those touches are saved to your Salesforce environment (to avoid data bloat). Journey Explorer enables you to see all of the touch points, both within Salesforce and external to Salesforce, in a unified view, providing you with a complete picture of the journey.

Can I create a Salesforce report on these middle touches?

Yes and no. The number of middle touches for an Admin Originating Contact is stored on the campaign member field "FCSC__FCDSC_Number_of_Middle_Touches__c", but the specific details (date, time and UTM parameters) are not. You may only create a Salesforce report on data that exists within Salesforce.

However, this expanded functionality may be planned for an upcoming release depending on customer demand. If you'd like to see it included, please let us know by filing a case at https://fullcircleinsights.com/support/.

Then what can I report on?

Great question! Although you cannot report on a specific customer journey at this time, you may still report on summary data across all customers using the Aggregate Database Entry and Campaign Member objects. For more details, please see Understanding the Daily Aggregate Database.

Full Circle Insights has also provided you with Full Circle Method Reports and Dashboards for both Digital Source Tracker and Campaign Attribution. For more details, please see:

• Full Circle Method for Digital Marketing
• Full Circle Method for Campaign Attribution

Does Opportunity Close Date matter?

It does! Touches are only counted if they are prior to the Opportunity Close Date. So if Opportunity Close Date is updated to before any touches, those touches will be dynamically removed from the Journey.