Understanding Campaign Revenue Attribution

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The functionality described in this article is available as part of our Cinsault release and will not be available if your Practifi instance is not upgraded to this release. 

 

Overview

An essential aspect of the day-to-day work of a marketing team is to quantify the value they're bringing to the firm. This is typically presented as a return on investment in various marketing initiatives. We've introduced revenue attribution to connect the firm's pipeline to the campaigns tracked by its marketers, providing a clear line of sight from the initiative to its outcomes.

Please note: This functionality requires a Practifi Promote subscription. If this add-on is not enabled within your Practifi organization, the Marketing app will not be available for your Marketing users. For additional information about Practifi Promote, please consult our Understanding Practifi Promote article or reach out to your CSM.

Understanding Campaign Revenue Attribution

When a new deal is initially created, the system will check to see if either the Key Entity or its Members were recently added to a campaign. If they were, that campaign is attributed a specified percentage of the deal's AUM and Annual Recurring Revenue.

This percentage-based attribution continues to apply to any campaigns to which the Key Entity and/or its Members are added while the deal remains open.

Configurable Settings

The explanation above contains a few aspects that a System Administrator can configure:

  • Campaign Sources are the records whose membership in a campaign will cause that campaign to be attributed.

    • Both Key Entities and People are available as options. Typically you'll keep both enabled unless your firm wants to enforce specific rules around how campaigns are tracked, e.g., only at the Person level.

    • If a Key Entity and one or more of its members are included in the same campaign, that campaign will only be attributed to the deal once.

  • Percentage Shares specify what percentage of the deal's AUM and Annual Recurring Revenue should be attributed to each campaign.

    • You have the option to set exact percentages for the first campaign they were included in, as well as the last one; any remaining percentage is split amongst any others.

    • If only one campaign is included, it gets the complete 100%.

    • If only two campaigns are included, then they share the full 100% based on the ratio of their specified percentages. For example, if the first campaign is supposed to get 30% and the last 20%, then when there are only two of them, the split is 60/40.

  • The Relevance Window determines how many days into the past to look for campaign membership when the deal is first created.

    • For example, if the Relevance Window is set to five days, then any campaigns that the Key Entity and/or its members were included in within the last five days will be attributed revenue when a deal is created.

You'll find the above configuration options on the Additional Features page in the Settings app. If you've just purchased Practifi Promote and have yet to assign its permissions to your users, you'll need to do that before these settings appear. This can be done from the same page by clicking the 1f464.png button next to Practifi Promote and adding permissions to users from the pop-up window.

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Targeting a Specific Line of Service or Product Offering

A Service Type field is located on the Campaign record page, which allows you to tie your campaign to its related line of service or product offering. When attributing deals to campaigns, if a Service Type has been defined for the campaign, then attribution will only happen if the deal and campaign share the same Service Type.

Accessing Attributed Revenue Details

Attributed revenue details can be found on the following records within your organization:

  • Clients and Prospects - the Attributed Revenue tab on the Campaigns section displays these attributions in a list.
  • Campaigns - A Campaigns tab on the record page displays this information and is located alongside Basics, Members and Notes & Files. 
  • Deals - Attributed revenue information displays as a list within the page's Basics tab.

Reporting

The Attributed Revenue object is available within the reporting functionality with all other objects in our data model and can be reported on for your firm's metrics. The system includes two reports to help you get started reporting on this information:

  • Attributed Campaign ROI by Service Type Last 12 Months

  • Attributed Campaign ROI by Type Last 12 Months

Viewing a Campaign's Overall Performance

To view a specific campaign's overall performance, the Performance (Attributed) section on the Campaign record's Basics tab provides summary information about the revenue attributed to it. The following fields are included and use the following calculation methods:

Field Name Calculation Logic

AUM (Attributed)

Sum of AUM on Attributed Campaign records related to the campaign, where the Deal Stage is Closed Won.

Annual Revenue (Attributed)

Sum of Annual Revenue on Attributed Campaign records related to the campaign, where the Deal Stage is Closed Won.

Potential AUM (Attributed)

Sum of AUM on Attributed Campaign records related to the campaign, where the Deal Stage is neither Closed Won nor Closed Lost.

Potential Annual Revenue (Attributed)

Sum of Annual Revenue on Attributed Campaign records related to the Ccampaign, where the Deal Stage is neither Closed Won nor Closed Lost.

Won Deals (Attributed)

Count of Attributed Campaign records where the related Deal’s Stage is Closed Won.

Potential Deals (Attributed)

Count of Attributed Campaign records where the related Deal’s Stage is neither Closed Won nor Closed Lost.

 

Two fields located in the Performance (Overall) section provide clarity on the lifecycle movements that the campaign played a part in facilitating:

  • Promoted to Prospect: A count of Entities where Became Prospect On takes place between the Start Date and End Date of the campaign. If no End Date is populated, the system assumes today’s date. This includes Entities related to the campaign directly as campaign members and Entities where one or more members are related to the campaign instead.

  • Promoted to Client: A count of Entities where Became Client On takes place between the Start Date and  End Date of the campaign. If no End Date is populated, the system assumes today’s date. This includes Entities related to the campaign directly as campaign members and Entities where one or more members are related to the campaign instead.

Customization Considerations

This feature has modified the following items. If your firm has customized them, you'll need to either copy the changes into your customized version or switch to the default version and redo your changes.

  • Apps

    • Settings

  • Lightning pages

    • Client Record Page

    • Prospect Record Page

    • Deal Record Page

    • Campaign Record Page

  • Page layouts

    • Deal Layout

    • Campaign Layout

 

 

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