Category Archives: AttributeApp Setup/Configuration

Using Lead Source as First Touch Override – New Feature

Based on customer requests, a new feature has been added to AttributeApp Multi-Touch Attribution reporting – the ability to use the Lead Source as First Touch point in Multi-Touch Attribution reports.

When this setting is enabled, the first touch credit for any opportunity in Salesforce goes to the Lead Source, even if there is an earlier Pardot marketing touch point.  This can be useful when data is coming in from multiple sources and Salesforce is the one point of truth for first touch/lead source.  This touch point overrides any earlier Pardot marketing touches and gives the first touch attribution credit to the Lead Source.

The Lead Source is an auto populated field in Pardot which is determined by the prospects referring URL.
The Referring URL is the page the visitor was on directly before landing on your page. For example someone saw a tweet for an offer of yours and clicked through to yourcompany.com/landingpage, Twitter is the Lead Source. Generally this is the first true touch point. Later – perhaps later that visit, a month later, 6 months later – whatever form, landing page, or event that converts into a prospect is the Pardot Source Campaign.

AttributeApp pulls in both data points and allows weightings to be adjusted on each. There is also an option to pull the lead source from the Contact in the Opportunity with the earliest “Pardot Create Date”.
Lead Source as First Touch also gives the user an easy way to generate and save multiple Top of Funnel reports, either from a Salesforce Lead Source or Pardot marketing touch filter.

Pardot/Salesforce Data Export – New Feature Added

Based on customer requests we’ve added a new feature at AttributeApp – the ability to do a Pardot/Salesforce data export of the combined CRM/Marketing Automation marketing touch data stack we build on integration.

***Update – if you are looking to do a one time Pardot activity export (moving to another marketing automation solution, connecting data to a corporate BI or CDP, etc.), we can do that through AttributeApp for a one time fee of $599.  AttributeApp is a managed package that you download into your Salesforce environment. You enter your Pardot API credentials, select the type of data you want to import from Pardot and the date range, then run the job. You can also marry this data with SF campaigns and opportunity data at the contact and account level. This creates and exposes a custom object in Salesforce.  Depending on the amount of data (there is a test before importing), it may take a day or so to run the job. From there you can then export via CSV.  If you’d like to learn more or get started – Contact us

Go to AttributeApp Setup -> Marketing Data Report. Then build a report/filter and Save as a Report in Salesforce, or export to XLS or CSV. The final report will have married all Pardot and Salesforce marketing and sales activities at the contact/account/opportunity level:

Pardot Salesforce Data Export

You can also easily summarize (group) info by contact, campaign, opportunity, etc.

Summarize Salesforce Activity Report

One of the key benefits of AttributeApp is getting your Pardot marketing automation and Salesforce sales and opportunity data in one place. From there we have pre-defined Multi-touch attribution reports and tools to easily build and run your own attribution models.

However, some customers may want to export this combined data to do offline analysis with other BI tools, or use the data for other purposes.

There is often a debate among SaaS companies as to whether to allow customers to export data and how to handle those requests. Some software vendors make it difficult to extract your data in the hopes of “reducing churn” amid worries that you’ll take your data out of the app and cancel. Our view is that the data is yours – not ours – and we should make it easy for you to extract it at any time, for any purpose. In the AttributeApp setup tab it’s easy to filter the data set you’d like and export to CSV or XLS.

Getting Started with AttributeApp

AttributeApp Implementation Guide – Step by Step Tutorial

 

Setup Time:  10 Minutes

  • Step 1: Install the Package in your Salesforce environment

Click on the link supplied by AttributeApp or through Salesforce AppExchange (must be a Salesforce Admin or a user with “Download AppExchange packages” permissions to install)

install

There may be as many as 3 choices depending on how your Salesforce org is setup:  Install for Admins Only, All Users, or Specific Profiles. AttributeApp does not charge per seat. Here we select install for All Users. If you have Marketing or Management specific roles that may make sense.  Or test with admins first and roll out to the rest of your org later.

 

  • Step 2: Approve Third Party Access (pi.Pardot.com)

Screen Shot 2016-04-21 at 9.40.09 AM

Click Yes to integrate with your Pardot installation. AttributeApp pulls your Pardot marketing data into a custom object in Salesforce over SSL encrypted connection. No outside providers or servers have access to your data.

 

  • Step 3: Installation Complete

Install complete

The AttributeApp managed package has been installed into your Salesforce org.

 

  • Step 4: Check Setup, Installed Packages

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You can check to see the managed package has been successfully installed: Setup->Installed Packages

 

  • Step 5: AttributeApp Tabs – locate AttributeApp setup

Screen Shot 2016-04-21 at 9.47.19 AM

Press the “+” column.  You can see 4 tabs have been created: “AttributeApp” (main reporting tab); “Marketing Data” (marketing touch stack that marries Pardot/Salesforce data into custom object); “Custom Marketing Reports” (9 pre-configured out of the box reports, plus any user added reports or defaults); and “AttributeApp Setup”.  Click “AttributeApp Setup”.

 

  • Step 6: Pardot Credentials

Pardot Credentials

Enter and Save your Pardot Credentials (Pardot username, Pardot password, and Pardot API User Key*).

*To obtain Pardot User Key: In Pardot, Settings->API User Key. Copy and paste into AttributeApp setup.

Important – Save Settings/Credentials.

Pardot success

 

  • Step 7: First Run Settings – Pardot

For the initial Pardot marketing data import, it’s important to limit the imported data to only touches that are meaningful and actionable. It’s recommended to stay close to default settings when first setting up AttributeApp. Additional data can be pulled in later.

 

A) Set the initial “Import Date Cutoff”. Default is “90” – this means AttributeApp will pull in 90 days of your historical data from Pardot and Salesforce campaigns into the initial data set.

B) Set the Included and Excluded Types of Marketing touches from Pardot.  For example, “Email Sent” is not a meaningful marketing activity that attribution should be assigned to (and would result in slowing the data import), however types like “Attended Webinar” or “Site Visit” are important to capture.

C) “Create New Accounts And/Or Create New Contacts”. Generally these fields are unchecked. If checked, any new accounts and/or contacts that exist in Pardot but not in Salesforce will be created in Salesforce as new records. Use this setting with caution as it can create duplicate records in Salesforce. Consider using a third party tool like RingLead for data dedupe and cleanse.

create-sf-accounts-contacts

D) Import Page Views – check this box if you’d like to import page view data recorded in Pardot (can be a lot of data).

E) Import Email Clicks – check this box if you’d like to import Pardot email click data (can be a lot of data).

F) Optional – “Check Import Size”. Clicking this button will check to see how many Pardot contacts and activities will be updated and created as tasks in Salesforce. If your org has over 2M activities, consider shortening the Lookback Window and/or excluding more Pardot activity types.

import-size-check

G) “Save Settings”

  • Step 8: First Run Settings – Salesforce

AttributeApp also gives the option to bring in Salesforce campaigns data and Salesforce sale rep task data (from either the subject or task fields)  into your marketing attribution reports.

  • Step 9: Schedule Job and Pardot/Salesforce Data Synch

schedule-job

A) Click “Run Full Job” – this begins the initial Pardot data integration. This process may take up to a day depending on the amount of historical data you are pulling into the app. The job is broken down into smaller batches so your Salesforce org is not disrupted.

B) Set Job Schedule Frequency and Time for the data to be regularly synched from Pardot to Salesforce. As a best practice, set to Once a day, Midnight (0:00). This means a nightly job will pull in new data from Pardot and marry it to the Pardot/Salesforce marketing touch data stack that AttributeApp creates. If you need a more continuous synch, this can be set to as frequently as every hour. This will take in any new Pardot activities since the job was last run. Select Hourly or Daily and “Save and Schedule Job”.

*Optional: “Clear All Pardot Data” deletes all data that has been synched from Pardot to Salesforce so that you can start over.

*Check the Job Details tab on the bottom of the setup screen to check the status of the data import

  • Step 10: AttributeApp Reporting

Check back the next day that the initial batch data import job has run. Access the AttributeApp tab to run the app. For a tutorial on getting started with out of the box reports, filters, weighting, and using AttributeApp see the blog post How to do Pardot Multi-Touch Attribution in Salesforce – Tutorial.

Welcome to AttributeApp: Multi-touch Attribution in Salesforce.com

Historically, many marketers have used simple attribution models to tie back marketing spend and activities to Closed-Won deals.  Marketers have been forced to use simple first or last touch marketing attribution models due to limiting factors like data quality, imperfect sales processes, silos of information between CRM and marketing automation tools, and limited reporting functionality within Salesforce itself.
Relying on only marketing automation data can also be limited and not capture the real contributions of both sales and marketing to bring a lead from initial touch to close.

 

Smart, data driven marketers understand that for complex, B2B sales there are many factors that influence a deal from start to close – particularly for companies with high value products, multiple decision makers/buyer personas, and long sales cycles.  To truly understand how successful your marketing and lead generation efforts are and where to increase or decrease spend, every touch that positively influences a deal should receive proper credit.
There are many variables that can be different for each business from content/campaign types, opportunity stages, deal velocity, product mix, etc.

 

There are a few new vendors popping up to address this known issue.  Unfortunately many of these solutions themselves add further complexity and challenges and are quite costly.
AttributeApp’s aim is to simplify the process and give marketers out of the box multi-touch attribution models to provide immediate value, and can be refined over time based on results and further/better data.  A simple, clear, easy to use solution that is focused solely on multi-touch attribution in Salesforce, natively.

Interested in finding out more?  Fill out the form and find out about the beta program to get started.