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Groups* MC Account Engagement (fka Pardot) *Travis Holloway's Question
Travis Holloway asked in * MC Account Engagement (fka Pardot) *
Apr 29, 3:00 PM

Recommended Approach for Campaign Statuses/Updates for Campaign Influence

Hi! 

 

Question: What are some recommendations based on our current campaign set-up: 

  • Hierarchy:
    • Grandparent
      • Parent
        • Child

The Child level is our Marketing tactics (email sends, landing pages, event attendees etc.). This allows us to roll up the metrics/report out on specific product launches, events, etc. (Parent) and the Grandparent allows us to report out at a high level of our product launches, events, etc. This is all great!  

 

With that, say we have an Event. We send a pre-show email to our Prospects (one Child Campaign). Then we add the attendees to another Child Campaign. Then we send an email (post-show) to the attendees. All of these Child campaigns are rolled up to the Parent (the event). This is awesome as we can see the specific engagement data for each tactic, the campaign members, etc. + roll it up to high level reporting. However, the hard part is the Campaign Influence piece.

Example: We add the attendees to the Campaign with a status of Attended, which is marked as Responded. This is great, but then say we add them to the post-show campaign for the email send. This will impact the Campaign Influence reporting as we added them to the email send campaign (most recent campaign), but we want to report out Responded statuses for campaign engagement. We are not adding/updating Campaign member statuses for "Opens" or in other words, actions that we wouldn't consider Responded. So, what's the suggested approach here? Not add them all as campaign members to the email send, rather add completion actions in Pardot for On Click and On Unsubscribe where it is marked as Responded

? I also saw an approach to keep the campaigns higher level, so all the tactics are bucketed at the Parent level, but to me this can muddy the data (even with the Marketing Asset related list added) - not as clear of a picture. Thoughts? 

 

Thanks!

9 answers
  1. Travis Holloway
    May 6, 9:25 PM

    @Sam Vanrintel

    these are GREAT insights/tips - thank you!!! 

     

    With excluding specific campaigns using the auto-association rules, how would that work in this scenario: 

    • Prospect is added to two campaigns. 
      • 1) Submitted a form. 
      • 2) Email was "Sent".

    The first campaign has a member status of "Form Submitted" which is "Responded". This was the first campaign they were added to. Then, the second campaign they were added as a campaign member with the status of "Sent" (not "Responded"). This second campaign has a "Type" of "Email no ROI", which this Type is excluded based on the auto-association rules.  

     

    So, would the first campaign (Submitted a form) be the only campaign that gets looked at for Campaign Influence? So, it would be the first, last, and even distribution only campaign? The second campaign is ignored then?  

     

    Also, what's your recommendation on "Responded"? Would you add that as a rule for the auto-association rules?  

     

    Thanks!

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