Reporting on Bizible Attribution Touchpoints: New Opportunities by Marketing Channel

Conner_Hatfield · ‎12-18-2019

*Posted on behalf of internal Bizible expert Pierre Cirac*

Summarizing your Opportunities’s Bizible Attribution Touchpoint data by the field ‘Marketing Channel’ is the highest level view that represents what channels/tactics are influencing new Opportunities into creation. Structuring this report around a ‘Date Type’ = “Opportunity Created Date” ensures that we’re also summarizing the report based on when the Opportunity was actually created in your CRM. The touchpoints may have been from sometime prior, but they will still relate to the Opportunities that have been created within the defined Date Range and thus receive attribution credit as they are recognized as influencing the Opportunity.

Question	What marketing channels are influencing Opportunities into creation?
Report Type	Bizible Attribution Touchpoints with Opportunities (CRM) Metric: Opportunities (Bizible Discover)
Filters	Opportunity Stage (only Open Opportunities should be in the report) OR Opportunity Closed = False Opportunity Type (its common to filter in on certain Opportunities i.e. ‘New Business’ as opposed to all Opportunities) * A Segment filter for ‘Opportunity Type’ should be leveraged in Bizible Discover
Date Field / Date Type	Opportunity Created Date (CRM) / Created Date (Discover)
Date Range	select desired date range
Group / Dimension	Marketing Channel
Optimal Models	W-Shaped *SUM the ‘W-Shaped’ fields in your CRM reports (Count - W-Shaped, Revenue - W-Shaped)

Pro Tip #1: For any ‘Bizible Attribution Touchpoints with Opportunities’ report type, start by customizing the pre-built report titled ‘Bizible 101 | Opportunities by Channel’. This report is available out-of-the box and is a great sandbox pre-built as described in the table above and can be quickly customized for more specific reporting needs (report uses a Full Path model out-of-the-box so be sure to customize the report to include any other attribution model, in this case, the W-Shaped model).

Pro Tip #2: The report outlined above would also be used when looking to understand how much currency should also be attributed. When reporting at the Opportunity level using BATs, there are two key metrics that be summarized: currency (the amount of the Opportunity) and the Opportunity record itself. In the example above, we’re more specifically measuring open Opportunities and new pipeline revenue.

Pro Tip #3: Get even more granular insight by summarizing the report with other available fields from the Bizible Attribution Touchpoint object. This is done in the same way it was at the Lead level with Bizible Touchpoints. Do this by adding additional groupings (CRM) or dimensions (Discover). Depending on the channel (which may be representative of your role), there may be additional details beyond the campaign level in which you’re looking to gain more insight. Let’s drill into ‘Paid Search’ for example:

Question	Which keywords from my Paid Search ads are generating the most pipeline revenue?
Report Type	Bizible Attribution Touchpoints with Opportunities (CRM) Metric: Pipeline Revenue (Bizible Discover)
Filters	Marketing Channel = Paid Search Opportunity Stage (only Open Opportunities should be in report) OR, Opportunity Closed = False Opportunity Type (its common to filter in on certain Opportunities i.e. ‘New Business’ as opposed to all Opportunities) * A Segment filter for ‘Opportunity Type’ should be leveraged in Bizible Discover
Date Field / Date Type	Opportunity Created Date
Date Range	select desired date range
Group / Dimension	Keyword Text (CRM) Keyword (Discover)
Optimal Models	W-Shaped *SUM the ‘W-Shaped’ fields in your CRM reports (Count - W-Shaped, Revenue - W-Shaped)