Middle Touchpoints Sync

Introducing Middle Touchpoint Sync

Touchpoint Capture enables Digital Source Tracker (DST) to store all digital touchpoints and summarize them into a report. Historically, only the First Anonymous Digital Touch and the touch associated with a completed form fill were synced directly to the Salesforce campaign member. Now, with the addition of Middle Touchpoint Sync, digital touches that occur after the initial touch and before the form fill will also be synced to the campaign member.

What Can Middle Touchpoint Sync Do For Me?

Middle Touchpoint Sync offers two major benefits:

1. Give Credit To All The Campaigns That Influenced A Sale

When you enable Middle Touchpoint Sync, you're giving your Digital Revenue Dashboard a major boost. This dashboard helps you determine the true monetary value of your digital marketing. By reporting on all of a customer's digital touches, you can see exactly which campaigns they engaged with before filling out a form - and that means those campaigns can receive credit for helping to drive a purchase.

Note: If your customers tend to interact with a lot of digital campaigns prior to form fill, your percent of attributed digital revenue may skew in favor of digital sources due to the sheer volume of touches.

2. Report On A Buyer's Entire Digital Journey

Before Middle Touchpoint Sync, you could only see and report on the Initial Digital Touchpoint and the Form Fill. These are certainly critical data points, but they're often bookends to a much longer journey. With Middle Touchpoint Sync enabled, you can follow the digital steps that an individual buyer took from their very first anonymous interaction with your company's website to their decision to complete a form fill. You can also slice and dice the data to see every individual prospect who interacted with a certain campaign. In the example below, for instance, we can see all the campaign members with digital touches associated to a specific UTM campaign:

How Are Middle Touches Synced To Salesforce?

Once you've enabled Middle Touchpoint Sync, DST will associate each middle touchpoint to a "Middle Touch Campaign," as defined in the Digital Source Tracker Configuration. When a digital form fill occurs, the initial digital touchpoint will be synced to the Default Initial Touch Campaign, and any middle touchpoints will automatically be synced to the Middle Touch Campaign campaign. If there's more than one middle touch, DST will generate repeat campaigns to accommodate tracking on all of them.

Key Considerations Before Use

1. Data Storage Impact

Enabling Middle Touchpoint Sync will increase the number of campaign members in your Salesforce org. For companies with a lot of digital activity, this may lead to issues with storage limitations within Salesforce. Prior to enabling Middle Touchpoint Sync, we suggest that you use the Touchpoint Capture configuration to estimate the number of middle touches that will be synced to Salesforce each week. The "Estimate Amount of Middle Touchpoint Data" button within the Touchpoint Capture configuration will provide this information. Please note that the estimate will be accurate only if Digital Source Tracker has been installed and running for at least one week.

2. Repeats For Middle Touch Campaigns

For multiple middle touches to sync successfully to Salesforce, the selected Middle Touch Campaign must have "Repeat Responses Allowed" checked on the campaign record. The default number of repeats allowed for middle touches will be the same as the "Repeat Campaign Limit" in the Response Processing configuration. If data storage is a concern, you can reduce the number of repeats permitted to middle touches, which will help control the number of records inserted. Please note that the maximum number of middle touch repeats cannot exceed the Repeat Campaign Limit setting.

3. Filter out Specific Middle Touches with Extensibility Plug-in

Another option to limit the amount of Middle Touches synced to Salesforce is to use the Extensibility Plug-In to filter out specific touches. Perhaps there are certain touches from a specific utm-campaign or utm-source you don't want/need to be synced to Salesforce. If Data bloat is a concern, you can use the plug-in to filter out specific touches.

Enabling Middle Touchpoint Sync

To enable Middle Touchpoint Sync, first navigate to Full Circle Response Management Configuration page.

From here, navigate to Setup | Installed Packages.

Click Configure (next to the Full Circle Response Management package).

Choose Digital Source Tracker.

Select Yes to enable Middle Touchpoint Sync.

Select a Default Middle Touch Campaign. This is the campaign to which all digital middle touches will be associated.

** In order to use Middle Touches, your org must have been upgraded to RM 1.42 and DST 1.11 If you need to upgrade, please contact FCI Support