Overview
Marketing teams need to know how and where their target accounts and contacts are engaging with their campaigns, so they can track and report progress and improve their outcomes. The Account 360 Dashboard surfaces engagement journey data from all touch points in a campaign, enabling insights for marketing teams throughout the entire buying journey.
Key Features
Engagement Insights View
The Engagement Insights View surfaces actionable insights and prioritization rationale in D&B Lattice and Buyer Insights based on marketing activities.
To view your Account Insights at a glance in D&B Lattice or Buyer Insights:
- Create a segment to narrow down your target accounts
- Click on the segment to see a list of accounts in the "Accounts" tab
- Search by keywords to narrow your list of accounts
- Click on the hyperlink of the account to open up the Account Insights view
Engagement Insights Glossary
Journey Timeline - high-level view of the account journey that can be accessed by clicking "View Journey Timeline"
Recent Activity Glossary - helps to spotlight important data at a glance to your campaign
Top Visited Pages - your web pages with the most visits from your prospects
Buyer Intent - the topics or products that your prospects are showing offsite engagement with
Recent Engagement - insights from your marketing automation data
Note: Many insights require data sources like Salesforce/Marketo, please contact your Customer Success Manager who can assist with the configuration. This will help us display the best possible insights for you.
Requirements for Engagement Insights:
- Identity Resolution with Time Series Data
- Buyer Insights Version 4.29+
Journey Timeline View
The Account Engagement Journey Timeline and Account Activity Log aggregates and surfaces all of the activities from your Contacts including the web pages they visited on your site, the 3rd party intent signals they have displayed offsite, the emails in your nurture campaigns they have opened or clicked on, and your opportunity data from your CRM.
To view the Journey Timeline:
- After the segment is created, click the segment to see a list of accounts on the "Accounts" tab.
- You'll be presented with the ability to search by keyword to narrow your list of accounts.
- Each account will have a hyperlink with its name that takes you to the insights view.
- On the navigation tab, click 'Journey Timeline' to see the interactive timeline.
Journey Timeline Filter Pane Options
People Engaged - Show the number of people engaged with your content. ie, All, Anonymous, and Identified Contacts
Product Pages - Filter by all of your web pages that have the deanonymization tracking tag implemented
Engagement Type - Any data from marketing automation, the opportunity will be tracked and viewed on the graph.
a) Opportunity Updates - Any sales opportunity updates
b) Page Visits - Visits on certain product pages
c) Marketing Automation Data - Any other data from your upstream system like Marketo, Eloqua, Pardot. Data may include Fill out Form, Open Email, Click Email, Visit Webpage, Click Link, Interesting Moments, Email Bounced, Web Visit
Journey Stages
Dark - Account does not have enough data to qualify for any other stage
Aware - Account has shown intent in the last 28 days
Engaged - Account has at least 1 visit in the last 14 days
Known Engaged - Account has at least 1 website visits in the last 2 weeks that are attributed to a Contact in the system
Contact Inquiry - A contact has taken a handraiser action in the last 2 weeks
Opportunity - An open opportunity exists in the Account
Closed - Most recent Opportunities opened on this Account
Closed-Won - Most recent Opportunities opened on this Account
Account Activity Log
Displays the Contacts that were driven by demand generation activities, tied to their respective Account in D&B Lattice and Buyer Insights
How to Filter Your Journey Timeline
1. Select any Contact, Page Visited or Engagement Type to start filtering your data. For example, let's see what events our contact "Mike Balcer" has taken. In this case, he's taken 12 actions about 80 days ago.
2. You can see a similar view within the activity log to understand the key actions when you select the "clock icon" on the upper right.
Many insights require data sources like Salesforce/Marketo, please contact your customer success manager who can assist with the configuration in D&B Lattice. This will help us display the journey timeline with richer data to you.
Requirements for Engagement Journey:
- Identity Resolution with Time Series Data, which matches and removes duplicate data from your systems
- Buyer Insights Version 4.29+
Contact List
Displays all Contacts that are linked to a specific Account in D&B Lattice or Buyer Insights
Focusing on the right accounts for the right reasons is critical for your campaign's success. Our contact list merges data from all of your sources, such as your First Party Data, Marketing Automation (e.g. Marketo or Eloqua), and Opportunity Data (e.g. Salesforce) and displays all Contacts that are linked to a specific Account in D&B Lattice or Buyer Insights.
To view your Contact List:
- Create a Segment
- Open the Segment and open up the Accounts tab
- You'll be presented with the ability to search by keyword to narrow your list of accounts.
- Each account will have a hyperlink with its name that takes you to the insights view.
- On the navigation tab, click 'Contacts' to see the contact list.
Contact View
How to Filter and Sort Contacts
1. Use the "Filter By" dropdown to select filters that can show contacts relevant to your needs.
2. Use the "sorting" dropdown to sort based on contact attributes
Requirements for Contact Lists:
- Identity Resolution, which matches and removes duplicate data from your systems
- Contact List View must be created and accessible
- Buyer Insights Version 4.29+
Interested in Beta Testing D&B Lattice - Account 360 for Marketers? Reach out to your Customer Success Manager to get started!
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