Buyer journey analytics in Rev.Up [BETA]

Segments in CDP now support a rich dashboard with buyer journey analytics and TAM analytics capabilities. You can also now build sub-segments inside your segments. The refreshed segment experience in Rev.Up aims to provide you with insights on how the accounts in your segment are moving through the funnel and take action to further accelerate them in the right direction.

In the segment dashboard page you will see the buyer journey analytics graph. When you create a new segment, the default buyer journey map gets applied on it automatically. I.e. all the accounts in the segment get mapped to their respective buying journey stage.

In the graph below you will see the buyer journey stage name, how many accounts, contacts are there in that segment, which are the campaigns associated with those buyer journey stage and which are the channels through which those campaigns are executed.

Additionally you will also see the velocity of each stage, campaign spend and expected revenue from opportunities open for the accounts in that stage.

You can switch to a different buyer journey map than the default assigned map to suit to your segment. For example you built a segment of all the accounts that you can sell to within your "Enterprise" customer segment. Your admin has created a specific buyer journey map that brings out unique stages this "Enterprise" customers go through. You can switch to to the "Enterprise" customer journey map instead of the default one.

You can create and launch campaigns, create sub stages for each of the buyer journey stages.

Please read below in this article for more details on how to do each of the actions mentioned above.

Definition of metrics

Velocity : Velocity metric is meant to give you an idea of how fast the accounts are moving to next stage down in the funnel. The formula used in velocity of a stage calculation is

(# accounts today - #accounts on segment created date) / (# days passed since segment was created)

Spend : Spend indicates all the media spend $ on different campaigns using different channels. For example using a buyer journey stage accounts/contacts you ran a Facebook campaign, display campaign using Google DV 360, then all the media spend that you did on this buyer journey stage are added up and shown here.

Expected Revenue : Expected revenue indicates the $ amount each of the opportunity has in your salesforce. If a buyer journey stage has 100 accounts and 10 of those have open opportunities then expected revenue from all those open opps are added and shown here.

Switch buyer journey map

Click on three dots at the top right corner of buyer journey analytics graph. I pop-up window will show all the buyer journey maps created by your company's admins and you can select the one that applies to your segment.

View details of Accounts and Contacts in a buyer journey stage

You will see that Account and Contact numbers are in blue clickable font color. If you want to see what are the names and details of the accounts or contacts in a stage that your interested in, click on the account or contact number. You are taken to the Account or Contact tab that will you the list of Account/Contact names and all the other attributes. You can select the attributes you want to see by selecting the required attribute group. Click here to learn about how to create attribute groups.

Create and launch a campaign using accounts or contacts in a buyer journey stage

Identify the journey stage from which you want to launch a campaign. Click on three dots at the right and you will see a small pop-up with Create campaign option. When you click on Create campaign, you will be taken to a screen to enter campaign name and all other details needed to launch a campaign to a channel.

TAM analytics cards

When you scroll down the segment dashboard page you will see cards of read-made subsegments based on most popular segmentation parameters such as by industry, by revenue range, by technology install data or even by 3rd party intent data. These cards are meant to elevate your TAM analysis experience by automatically sub-segmenting you main segment using D&B data cloud and your own 1p data.

Below are the details of each card that you will see by default

Region : Uses the D&B data cloud Firmographics parameters "State and Country"

Account Source : Uses the Rev.Up CDP curated account attribute "Created source"

Employee Range : Uses the D&B data cloud Firmographics parameter "Domestic Employees Range"

Industry : Uses the D&B data cloud Firmographics parameter "Domestic Ultimate Core Industry"

Revenue : Uses the D&B data cloud Firmographics parameter "Domestic Sales Range (USD)"

Technology Profile :  Uses the D&B Technology profile. 

D&B Buyer Intent : If you have purchased the D&B Buyer Intent, then all the D&B Buyer Intent models are used to determine which accounts are showing Buying and Researching intent in your segment

Bombora Buyer Intent : If you have purchased Bombora buyer intent, then for all the selected topics in your CDP this card will show how many accounts are showing high, medium and low buying intent.