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Customisable Campaign Influence

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Purpose: Campaign Influence provides insight into the impact marketing activity held in Campaigns is having on the pipeline held in Opportunities.


Glossary:

Responded campaign: A campaign with the responded checkbox = TRUE

Campaign Member Start Date (used by ASR as the engagement date)



High-level view of model:

Touchpoint

Weighting

Criteria

First Touchpoint

20%

The first responded campaign after 7 years ago

i.e.

There is no previous responded campaign
OR
The previous responded campaign has a campaign member start date greater than 1096 days ago.

Second Touchpoint

14%

The next responded campaign.

Most Recent Gift before Opportunity

14%

The most recent responded campaign with Campaign Member Status= Donated before the Opportunity was created, provided the Campaign Member Start Date is within 366 days of the date the Opportunity was created.

Most Recent Campaign before Opportunity

14%

The most recent responded campaign within six months of:
1. The date the Opportunity was initiated by the contact themselves i.e. date when a contact checks ‘I am interested in leaving a Gift in Will.’ (We would need to create a new date field for this).

2. The first meeting accepted linked with this Opportunity (Do DOs always link their activity reports to their Opportunities, is Meeting only ever put in the Subject line?).

3. The date the Opportunity is created…provided it within 6 months

Most Recent Campaign before Solicitation

14% GIFT/PLEDGE 7% GIFT IN WILL

The most recent responded campaign before the ‘Solicitation Stage’ date, provided it was no more than 90 days earlier.

Most Recent Campaign before Closed Won

14% GIFT/PLEDGE
7% GIFT IN WILL

The most recent responded campaign before the ‘Close Won’ date, provided it was no more than 90 days earlier.

Evenly distributed between all responded campaigns from First Touchpoint to Closed Won

10% GIFT/PLEDGE
24% GIFT IN WILL

Evenly distributed amongst the campaigns remaining

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