Use Cases - innovative ways to use or enhance your Attribution and Analytics data

This topic is meant to highlight the innovative ways we can use to enhance the quality and richness of Attribution data, and also highlight innovative uses of Attribution data for more than just reporting.

We encourage you to share what awesome things you're doing to get more out of your Attribution data.

Lead Source / UTM tracking

One common challenge with traditional Attribution reporting is that most organizations only track their Lead Source and/or tracking variables (e.g. UTMs) details on the Lead and Contact object in Salesforce.

This can present a challenge since these details are either completely static (e.g. Original Lead Source) or always changing (e.g. Most Recent Lead Source). So when we try to report on Attribution by Lead Source or any tracking variable, it doesn't accurately tell us how the Lead or Contact came to engage with that specific campaign - and is restricted to when the record was created or what drove their last action. 

Ideally, we want to be able to report on Lead Source and/or tracking variables for every different campaign engagement we have for an individual (Lead/Contact).

Luckily, there is a relatively simple fix! 

1. Add the Lead Source and/or tracking variable fields to the Campaign Member and Marketing Touch objects. 
2. Create a workflow or APEX job in Salesforce, which updates the custom fields on Campaign Member from the value on Lead/Contact (we suggest a time-dependent workflow or APEX Batch that runs every night on new Campaign Member responses)
3. Configure the Marketing Touch Mapping within Attribution in LeanData to automatically populate Marketing Touch object based on values in Campaign Member object.

By doing this, you can easily report on Lead Source and/or tracking variables at an individual-touch level. No more restrictions on doing it by First/Last touch anymore!

Here's a quick visual to help on how to do this: