The "Analyze" section provides tools to help you analyze your data and learn from it.
One of the most useful Analyze tabs is the Overview tab, which gives you a top-level view of your marketing impact, your velocities, and efficiency.
In this article, we will explain how you can use the "Overview" tab to gain a comprehensive picture of your performance.
So, let's get started.
“Time frame” and “Attribution model”
At the top right side of your "Analyze" tabs you can find the Time Frame dropdown menu to set the time frame that you wish to analyze. Using the three dots at the right-hand corner you can customize your attribution model to your liking.
By default, the attribution model will be set to Full Journey - InfiniGrow’s proprietary data-driven model.
***Please note that regardless of which tab you are in, once you define a time frame and an attribution model, the data across all tabs will use the selected model and time frame***
Not sure what attribution model is best for you? check out our intro to attribution models article.
The Overview Tab Modules
Top-Level Overview Boards
In the upper section of the “Overview” page, you’ll find top-level metrics and KPIs that will help you understand how you’re performing.
Total Cost: the sum of all your spend data, across all channels, in the selected timeframe.
Marketing Attributed Pipeline revenue: The amount of potential revenue (the financial value of all of the deals created) from opportunities that originated from a marketing activity (meaning, where the first touchpoint was a marketing touchpoint).
Marketing Pipeline ROI: Marketing-Sourced Pipeline, divided by total costs.
Marketing Attributed Revenue: The amount of revenue (the financial value of all of the closed-won deals) that originated from a marketing activity (meaning, where the first touchpoint was a marketing touchpoint).
Marketing ROI: Marketing-Sourced Revenue, divided by total costs.
Cost per [funnel stage] (i.e., lead, MQL, SQL, Opp, or Customer.): total cost divided by the number of conversions per stage (within the selected time frame).
The “Historical Performance” module
This module provides core metrics for the selected time frame. In the above example, we chose to view Funnel metrics, via the top-right dropdown menu. Alternatively, you can switch to view Financials metrics.
The “Marketing vs Sales Impact” module
You can use this module to compare Marketing and Sales efforts at every stage of the customer journey.
*You can define channel mappings to either Sales, Marketing, or other, via the Setting -> Data Structure -> Channels.
1. At the top right, start by choosing which metric you’d like to compare.
2. The comparison has three options:
“Marketing Generated”: journeys in which the first touchpoint was assigned to Marketing.
“Marketing Assisted”: journeys that have at least one touchpoint that is assigned to Marketing, but not the first touchpoint.
“Sales Only”: journeys in which all touch-points were channels that are assigned to Sales
3. On the right, you can see the trend and understand the impact of each department, over time.
The “Impact by [custom CRM data]” module
This module enables you to view business impact segmented by a custom data point.
Suppose, for example, you generated 10 new customers last month, but your company offers 3 different products in 3 different regions.
You would like to know which product generated the most revenue, and also group results by region.
Let's explore how we can do that with this module.
At the top right, start by choosing which metric you’d like to compare.
Now, choose which type of custom CRM value you want to group data by (you can group by product, region, or CRM lead source)
You can narrow the analysis further by adding filters. For example, you can drill down into a specific product by filtering contacts by product.
Now that you have a solid understanding of the Analyze Overview page, it’s time to learn how you can go even deeper and uncover the impact of any marketing activity.