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Customisable Campaign Influence
- Miranda Adams
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 There is no previous responded campaign |
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: 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 | The most recent responded campaign before the ‘Close Won’ date, provided it was no more than 90 days earlier. |
Evenly distributed between all other responded campaigns from First Touchpoint to Closed Won | 10% GIFT/PLEDGE | Evenly distributed amongst the campaigns remaining |