Engagement Insights within the Account 360 Dashboard

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 touchpoints in a campaign, enabling insights for marketing teams throughout the entire buying journey.

Note: It is strongly recommended to have Identity Resolution and import connectors for all 1st and 3rd party data including Intent, Marketing Automation, and CRM setup to get the most out of the Account 360 Dashboard.

Account 360 Engagement Insights View

This Account 360 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:

• Open a Segment and click on the Accounts tab
• Use the search bar to pull up a specific account and click on the account name to open up the Account 360 Dashboard
• The Overview tab of the Account 360 Dashboard will appear

On the left-hand side of the Account Overview tab, baseline firmographic and engagement data is shown under the Company Profile. This includes information such as the company's website, location, industry, annual revenue, employee count, intent stage, and new engagement and opportunity events.

The Engagement Journey is shown in the middle of the Account Overview tab. This displays the aggregate engagement activities shown by contacts at the account over time. Underneath the visualization, the following are shown:

• Top Contacts with the count of their engagement activity
• Product Intent which showcase the D&B Intent models enabled
• Top web URLs that have the deanonymization tag implemented and the count of match web visitors
• Top engagement activity types (e.g. form fills, email opens, page visits)

Requirements for Account 360 (Engagement Insights View is part of the experience):

• Identity Resolution with Time Series Data
• Buyer Insights Version 4.29+

Engagement Activity View

Users can take a closer look at the engagement data at a specific company by clicking on the "Engagement Activity" tab in the Account 360 Dashboard.

The Engagement Activity view surfaces the exact dates, contacts, sources, and engagement activity types behind the overall Engagement Insights View. This allows users to get a granular view of their engagement data and denote trends by engagement type and contact over time.

Users can further segment their engagement data by filtering the activity history on the left-hand side by Contact, Engagement Type, and URL that was visited. Users can also search for specific activities by leveraging the search bar in the Activity History Log.

Users can also search for specific activities by leveraging the search bar or filter product intent in the Activity History Log. In the case above, we can show when models have intent or not. 

Campaign Meta Data

Not only will you see web visitor engagement activity in the timeline, but additional metadata about their campaigns or assets, if provided. The example below can tell you which campaign, asset or source the contact has interacted with providing a picture on whether this account is worth pursuing. 

In the example below, you can see web visit data with campaign parameters such as campaign name, source, or content. In order to show this capability, you'll want to include UTM parameters within your Web Visit feed to see richer reports. 

In the example below, you can see sales activity data of an account which helps you understand if the account is part of an email campaign, or has joined a webinar, or is taking actions to become a closed won customer. 

Journey Stage Definitions

Journey Stages are surfaced throughout all views of the Account 360 Dashboard and are defined by the following criteria.

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 hand raiser action in the last 2 weeks

Opportunity - An open opportunity exists in the Account

Closed - An opportunity has been closed on this Account

Closed-Won - An opportunity has been won on this Account

Requirements for Account 360 (Engagement Activity View is part of the experience):

• Identity Resolution with Time Series Data, which matches and removes duplicate data from your systems
• Buyer Insights Version 4.29+