Speaker 0: Alright. I think we’re live. Here we go. Hey, everybody. Thank you for joining us today. Uh, we’re so glad excited excited to join MarDreaming Day two. My name is Julian from Sercante, and I’ll be moderating today’s session. Uh, before we get started, got a couple housekeeping items to cover. These sessions are recorded, um, and will be available on demand after the event. So So we’ll follow-up with that with an email, uh, with all of you. If you have a question, uh, please use the chat and the q and a functions on the right hand side of your screen. Um, we will have a little time at the end of today’s session to do q and a with the speaker. Um, and then any chats you you can discuss with your colleagues and other other attendees. So with all that, I wanna go ahead and introduce our presenter today, Alya Lutandina. She’s a marketing site consultant with Cloud Coaches, and she’s gonna take us through a great session today about personalized personalizing multi touch attribution dashboards with ease. Take it away, Alia.

Speaker 1: Hello, everybody. So I will start sharing my screen. So, um, as Alia said, I’m Alia Lupandina. I work for Cloud Cultures, and I’m located in Madrid, Spain. So first, uh, here are some incredible sponsors from Dreaming, And let’s dive to the agenda. So first of all, we’ll speak a little bit about what is B2BMA and what is B2BMA Plus, the prerequisites and permissions. Um, then we will have, uh, we will speak about their customizable campaign influence and the data models. And then we will have the demo time about how to modify the B2BMA data flow. And then we will also modify their the multi touch attribution dashboard, adding some filters, some new charts, and some tables. So let’s dive first to b to b and a and to, uh, to marketing. So, uh, when speaking about reporting in account engagement, we have marketing cloud account engagement reports, uh, that there are standard reports. Then we have Salesforce, uh, reports and they are based on Salesforce data. And then we have B2BMA, and B2BMA is located in Analytics Studio, and it can combine both so it combines both, um, Marketing Cloud Account Engagement data and Salesforce data. And that’s important to understand because, uh, I will explain you how the data flows into, um, Analytics Studio and how to change, uh, those that dataset. Okay. So, uh, first of all, b to b, uh, markets analytics. Uh, there are some standard dashboards that are included with that. So the engagement, the pipeline, the marketing manager, and then there are some, uh, optional dashboards that need some additional setup, like multi touch attribution. We will speak about this dashboard a lot today. Then account based marketing and Einstein behavior scoring. So let’s dive a bit into the prerequisites. So for to access B2BMA, you need, um, the permissions, licensing, uh, licenses, and some permission sets. So this is important to consider because if you do not have the permission sets, you cannot access, uh, their, um, the dashboards and the B2BMA. I am sure that every there there was spoke it was spoken a lot today, uh, you know, dreaming about the permission sets. And you already are a you’re a Salesforce user, so you know how to modify that. But it’s important to understand because their permissions are limited for the users. And, um, sometimes I’m I’m asked if I can give more permissions, uh, to some users, but there are not so many. Uh, and for, uh, multi touch attribution dashboard, the prerequisites also we need to enable the customizable campaign influence, and we have to enable additional campaign influence model. So, um, before, uh, we proceed with, uh, with the demo and we will dive into Analytics Studio, um, I want to make you understand how the customizable campaign influence works and what are the data models, um, because they’re they work in different ways, uh, and it’s important to understand that they are not, uh, equal. So what we can change, some some settings, um, in one way, but for other models they won’t work. So this is important. Um, so first, let’s let’s understand what customizable campaign influence is. Basically, customizable campaign influence identifies revenue share with standard and custom attribution models um, that can be updated manually or via automated processes. So this is their definition from Salesforce of customizable campaign influence. And, um, in customizable campaign influence, there are several, uh, types of models, and, uh, let’s dive into into them. But before, uh, I wanted to speak to you about the auto association settings. So auto association settings help to create campaign influence records based on the criteria you set. Um, but what is important to understand about those auto association settings? They do not work with all the models. So what what with which models they do work. So they work with default and custom models, uh, for both standard and custom films. Uh, and they work for marketing cloud account engagement model that they are last touch, event distribution, and first touch only for default only for default fields. And this is important to understand before we dive. So which models, uh, exist? So, uh, there there is there, sorry, there is the standard model that is primary campaign source model, um, and it assigns 100% of the influence to the campaign noted in the primary campaign source on opportunity. And then, uh, we also have custom models where users manually add or edit their influence percentages in the campaign influence, relatively. So those, uh, those models, as I already mentioned, they work with our association settings. And then we have our marketing cloud account engagement model that are that are first touch, last touch, event distribution. Um, let’s speak about those three before we move forward. So the first touch, as already meant, it’s as by definition, it assigns 100 of its influence and revenue to the first campaign a prospect touches. So normally in, uh, in account engagement, it is so called source campaign. Right? Primary source campaign. Um, and this first touch model assigns all all the revenue to that primary source. Uh, then we have the last touch, uh, model, and this last touch model assigns 100% of influence to the last campaign a prospect touches before a deal is closed, so before the opportunity is closed. Um, it’s also important to understand because um, it’s it doesn’t assign to the campaign that was before the opportunity was opened, um, because there is a lot of sometimes clients ask about, um, those kind of details. So here it’s important to understand, um, uh, the life cycle also of your opportunity and to understand that, for example, if a person opens and clicked in an email, right before the deal is closed, the last touch probably will assign all that, um, all their revenue share to that, uh, to that, uh, exit company. And then we have the event distribution model. And the event distribution model assigns an equal percentage of to, uh, to every campaign it prospect touches. So basically if a prospect answered through one LinkedIn campaign, um, and then received an email and then attended the webinar, and then maybe there is another campaign in between. Their their revenue share will be distributed equally between those campaigns. And here, uh, important for these models, auto association settings apply only for default fields. So if you want to exclude some custom, uh, fields from attributing to those campaigns, you have, for example, a field on a campaign, um, on a campaign object and it’s a custom field, and you would like to exclude those campaigns from the attribution, you won’t be able to do it throughout association settings. Sorry. Let’s move forward. And then we have the data driven model, This data driven model works in completely different way. So it does not count, uh, it doesn’t use auto association settings at all. So basically auto association settings do not even touch them if you want to, um, attribute through data driven model. So data driven model, uh, uses Einstein to attribute for the for the campaigns and and, uh, Einstein makes all those calculations, um, between account engagement activities. So, um, for sure, the click, their visit of the page will be counted, and, um, and their sales cloud campaign members status. And important also to understand that only campaign members who started these responses will be counted for that campaign. So those are all the campaigns, um, I mentioned. Uh, before we, um, we start with the demo, I don’t I think I don’t know if there are some questions.

Speaker 0: Hey, Alia. We had a couple, um, question one question in the q and a. One being, um,

Speaker 1: how

Speaker 0: is primary campaign source populated?

Speaker 1: So, basically, the primary campaign source is when the opportunity is created, and you can choose the campaign through the creation of that opportunity. When you create a campaign record, there is a line, uh, as associate to a campaign, and you are can associate it to the campaign, primary campaign. Okay. So let

Speaker 0: me Thank you.

Speaker 1: Stop sharing for a moment because let’s dive into So let me check what’s Yeah. Okay. You can see it. So here we are. So here we are in oh, here. In this one. So when you create, uh, so when we go to Analytics Studio let me let me see if we can so when when we go to Analytics Studio, you can see it. Right? Yes. Um, in order to create a B2BMA, you go to create you you go to create an app. Uh, then you they choose an app from the templates. You choose B2BMA, and then you continue with all their, um, uh, you can click to create a brand new app because I have some some created for the demo. Then you choose your Pardot account ID. You can find it in the, um, in your account engagement settings and then you go forward. Well, now I won’t, um, uh, I won’t go for it because, uh, for sure, you will do it perfectly yourself. Important. When creating a B2BMA, consider that the you need to you need to use their local locality settings for the country you will work for, um, because the locality settings of Salesforce, uh, won’t apply there. So you you need to, uh, you need to you need to, uh, choose your local settings while creating B2BMA. Uh, while why it is important because for uh, I’m located in Madrid, so all my clients, uh, have their Salesforce instances in in euro. Um, and in case you want to have your, uh, dashboards in euro, you need to you need to choose the locale settings in the moment of creation of their b to b. Okay. So once you have your B2BMA created, uh, you will have the what you will get? You will get your app. So in this and this is the default app I created for you. So you will have in this app some dashboards. You will have some lenses. Well, well, lenses you won’t have here and you you will have some data sets. Why it’s important? Uh, because um, the datasets, uh, are the data that, uh, your app contains. So, basically, dashboards are based on the lenses or on the datasets. Uh, and if you do not have any enough data in your dashboard you won’t be able to visualize it. So, uh, when speaking about multi touch attribution model, we speak about, uh, the a data set that is created here and called multi touch attribution and it doesn’t have maybe all the data you would love uh to have um in your in your dashboard. So let’s let’s have a look on it. So let’s open our multi touch attribution dashboard, and, uh, let’s edit it and maybe add a component. So when we, uh, go to the you see the dataset, uh, here. It’s not the one that we would like to. Um, so multi touch attribution default. And we want to search for for example, we would like to add the dates about their, um, sub subtype campaign, we do not find it because it’s not there. So what we need to do? There are two ways of adding that data. You can create your dataset from scratch. So you create, um, a recipe, um, and that’s how you get all your data. Or another option is that you create your, um, that you dive into Data Manager. Let’s I don’t know if you see it. No. You do not see it. I need to I need to share another screen. So you need to dive into Data Manager and change your data there. So let me, um, share it again. So when you dive into your data manage, uh, into your data flow, the default data flow looks like this. So you have a lot of components here that you can, um, that you can change. Uh, in case you would like to play around with it, what you can do, you can click here and download the JSON file and then create another data flow and modify it, or you can play around just here. So what are the first, um, things we would like to do? Right? We would like to add some more fields to the campaigns because we would like to have and we would like to, um, filter and to have also some more information about the campaigns in in our multi attribution dashboard. So we go to the campaign note, and you see here the the fields are limited, so we can select some new fields. In this case, uh, let’s, uh, exclude from, uh, attribution because I created it just for demo. Uh, then we can also add, uh, We can also add the parent I campaign ID. We can also add subtype, and, well, let’s add also some different, uh, UTMs. Okay. And we save. So now what we have, we have, um, all those things already in the dataset, and if we update the data flow and we run the sync, uh, you will all you you will be already able to search, uh, to filter by sub campaign, uh, and and you will be able to visualize those other fields in the, uh, dataset. But in case you would like to add also a filter, you can do that. So let’s set a filter. We will call it filter, um, exclude from attribution. Source will be. Okay. Note. And the filter will be equals and we create it. So right now, here is our filter. What we’ll need to do, we’ll need to augment it with with this element component. So let’s let’s dive here. So the left key instead of campaign ID will uh, the left source instead of campaign influence will be the, uh, the filter. Oh, sorry. I made it other way around. I I will show you now how it has to be done. So here, uh, we exclude it from marketing attribution, and then we add it at their campaign note. So we have their, uh, here the note the the left source is this one, and the right source is this exclude from marketing attribution. There, um, as we don’t have enough time, I won’t change it here, but there but this is how it has to be done. And then what we what else we would like to do? We would like to add a parent campaign. So in this case, what we need to do, we need to add another, uh, campaign object to the model. So what would what would create? We create a new, uh, node for Salesforce data. So let’s call it, uh, parent campaign, And the source object will be campaign object from Salesforce. And what we need to do, we need to select field. So let’s set select ID. Uh, let’s select, uh, Well, let’s select ID for the moment. It’s more than enough. Oh, I don’t know where is it. I lost it. So, uh, let’s let’s dive here because here I already created it. So here we have the parent campaign node that has their ID, the name, and the type. Right? And then what we do, we augment all our data with this parent campaign component, and we bring we augment it by current, um, ID. And we bring also the ID of the current campaign, the name, and the type of the current campaign to the data flow. That’s and to and then to the data set. Right? And once we are done with all the changes, we start running the data flow. So right now I won’t run it because it takes time. But you can run it just once or and then you can also schedule it to run every four hours. So I don’t know if there are some questions, uh, from this part, um, because here, it’s very important when you change the data, you understand what data you want to bring to the dataset. Right? So if you want to bring, for example, um, other fields from the opportunity object, you can also do that here. Um, if you want to, uh, filter, you can also add some other filters here, and everything can be done, um, in this data flow. Uh, right now, Salesforce changed a bit the way, uh, to create the datasets, and you can do it also through through a recipe. That recipe are much more user friendly, and they are not so scary as data flows. Uh, but if you want to make just, uh, little changes in your data, I think there is sense to modify their data flow to make those small changes instead of creating everything from scratch. Um, do you have questions on from this part?

Speaker 0: I don’t think we have any new q and a question right now. Oh, here. One just came through. Right. So this is from Hannah. Would this customization be lost in Dataflow if the app is refreshed?

Speaker 1: Well, yes. Um, the the, uh, because if you if you refresh it from scratch, like, change the, uh, B2BMA, yes. Uh, so what I do recommend, I recommend you to create a separate B2BMA. Um, you can you can create several ones. So in this case, you won’t change the data flow. Okay. So and and what you can also do, um, this is important, uh, you can also download, uh, the JSON file. So before you refresh anything, download the, uh, the changes you already done, and then you can just upload them. That will be their the easy way not to not not to lose the job that that was done. So Okay. So let’s, um, let’s move back to let me go here. Let me go to account engagement first. No. It’s not working. I will stop sharing my screen. I’m sorry. Okay. So when you when you have the app created and you change already your data flow, you can start changing the dashboards, and you can work you can start working on that. So here I created, uh, my B2BMA for my dreaming. So, um, and let’s dive, uh, into the multi touch attribution, um, dashboard. Oh, sorry. So this is the the default dashboard. Right? Like, you see it, when their B2BMA is created. But what we can do with that, we can change it, And we can create some new components. So, um, I I will just open, uh, further the default one, right, that you you have when you create the B2BMA. And this is the one I modified adding some, uh, some new company. So, um, first of all, um, let’s dive before creating that, let’s let’s dive into the default one and to understand how to copy the dashboard. First of all, what I recommend you to do, I recommend you to clone it. So just click clone in the new tab, and now you can start working on that. So in this case what you can do, you can duplicate components. This is the easiest way of modifying the dashboard. So and then what you can start doing, you can start deleting some component that you want to do to have. So as the first step, uh, what we want to do, we want to create, um, a new filter because here we have only the influence model, the sales was contained, uh, the member modified date. But let’s let’s create the filter for their subtype for campaign subtype. Let’s dive into the filter. And as you can see here on the left, you have all the data, um, here. And you can just take all those fields that you want to, uh, be in the dashboard and copy them. So let’s, um, let’s copy our campaign subtype. Copy name. And let’s and let’s modify the filter direct printer code. And let’s run the query. And let’s update the company. So what we will have right now, here, we will change the name. Instead of Salesforce campaign, we’ll call campaign type, And let’s I don’t know why it changes the filter style when when it’s changed. So here we changed it. Uh, the style, we can also change the the background. I don’t know why it it changes this takes this strange color for the background. So here we have already our campaign subtype. And if you want to preview, you can click on preview and see how the component is working. So here we have our subtype, Facebook, Google, uh, the hosted webinars. Okay. So let’s continue editing. We can add also another filter for parent campaign. Just copy these elements. When it’s copied, it’s here. So here instead of, uh, campaign subtype, we can filter by current campaign. Okay. So and let’s update also this one. And as you can see, we can preview again. Now you have the Dreamforce or Salesforce community webinar. I just have to change the name because it’s company subtype. Here it’s So here everything is done. But what if you would like to have some other components like an opportunity? As I don’t have, uh, enough data in this demo, some components are not, uh, previewing correctly. Sorry for that. So here the total value, uh, instead of total value, what we would like to have, we’d like to have the total number of opportunities, the unique opportunities generated by the campaigns, because we would like to to see all those unique opportunities. So here, instead of some, we will put unique. And here we are. We have our 12 opportunities. Uh, changes the style. I told you. I don’t know why. We cannot see anything. Okay. So now we have our no. Instead of total total opportunity is generated. Um, what you can also do, you can also put uh, filters. So instead of total opportunities, you would like to see the total one opportunities, and you add them. Uh, what else we can do? We can also add some new charts. Right? So example, you would like, uh, to see the stages of all that opportunity that, uh, are generated by the campaigns because not all of them, um, close run. So here in important. When you have the dataset, check check check out your dataset you’re working with. So right now, I have the account engagement email that I said, and I don’t need it. I want my, um, multi touch attribution that I set. Uh, so here, for example, I would like to see the total number of rows. Um, and instead of count of rows, I want the sum of revenue share. And on the bars, what I want, I want the stages of the contribution. And what I want to do, I want to store descending. And here I go. Uh, I have my opportunities. The only point that here what I will need to add, I will need to add some code and the code will be this one. Right? So let’s go here. This this code, you will need to add to all of your multi touch, uh, because it’s it it it is how it filters the dashboard, so you need to add this code to all the components, and I will add it here. And I will update. Okay. So as you can see right now, I have different opportunities. Uh, I can preview and see, for example, that my Dreamforce campaign generated total eight opportunities. And the the one with closed one stage, uh, have this 248,000 total value, and there are some of them that are in prospecting stage that have 17,000. Let me check how oh, we don’t have so much time. So let’s dive here into this dashboard so you can see all the elements that you can create. So you can create basically um, the opportunities by the accounts. So you can easily see, for example, which accounts, uh, which campaign for example, in this case, Dreamforce. Which accounts were influenced by that campaign, and what are the opportunities. Here, you can also create some tables. So in this case, you can also calculate the ROI. Then you can see that for open opportunities, the revenue share, the campaign cost, and ROI. Um, those are the those are the elements that I created, but you can do, uh, whatever you need. And this is really, uh, it can it can really change, uh, by the requisites of the client because there are different client that they would like to see maybe some other custom fields you created on campaign objects, on opportunity objects, and they would like to filter by those fields. So this is the way you can do that. Right? Um, I don’t know if we have um, more questions.

Speaker 0: Hey. We had one more question come in if you wanna cover the last or two more questions. We’ll see what we can get to. But if we do get cut off, everybody, thank you for joining the sessions. Thank you to our sponsors. Um, it’ll be moved automatically the next session in your chat at the end of this time, or you you can hop to a different one in your agenda. Um, but one from Juan. It seems like you can’t edit data flows. Where would you go to edit data flows?

Speaker 1: You can edit data flows. If you create dashboards with analytics student, create recipes, you can edit data flows. Uh, you need to dive maybe you cannot find where is it where is it? So, basically, you need to dive into the, uh, data. Uh, because here, I don’t don’t know if I can show so you can you you have to dive to the Data Manager. It it opens again in a new tab. I’m so sorry. Uh, so you cannot see that. Um, but then from Data Manager, you will have one part of recipes. This will be one tab. So you go to data. You need to go to manage data flows in the in the down, um, left of your, um, of your screen. Please, Juan, uh, you can, uh, message me in LinkedIn. Uh, I will explain how to do that. Because it’s not that easy to find the data flows in b two b analytics. It’s much easier now to find recipes and edit recipes, but you can do that for sure.

Speaker 0: Awesome. Thank you. And then one more question from Justin. Is there any way to report on external activities in B2BMA?

Speaker 1: Oh, what you have to do then, you you will need, in this case, create a new dataset. And, um, you will need to, uh, because for the moment, I do not think that you report on external activities. So in this case, what you need to do, uh, probably you will need to create a new dataset and and check how the data is flowing, um, of the from the reports of the external activity. I need to, um, I need to investigate about that, uh, but it’s a really good Thank you. Bye.