[ADD] crm: add marketing attribution doc

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closes odoo/documentation#9566

Signed-off-by: Zachary Straub (zst) <zst@odoo.com>
Co-authored-by: Zachary Straub <zst@odoo.com>

content/applications/sales/crm/track_leads.rst

@@ -11,3 +11,4 @@ Assign and track leads
    track_leads/unattended_leads_report
    track_leads/quality_leads_report
    track_leads/resellers
+   track_leads/marketing_attribution

content/applications/sales/crm/track_leads/marketing_attribution.rst

@@ -0,0 +1,162 @@
+=============================
+Marketing attribution reports
+=============================
+
+Use the Odoo *CRM* app to compile a *marketing attribution report*, which analyzes the source of
+leads, and groups them in such a way as to calculate marketing's overall impact on lead generation,
+attribution, won rate, and more.
+
+Leads Analysis dashboard
+========================
+
+Begin by navigating to the :guilabel:`Leads Analysis` dashboard by going to :menuselection:`CRM app
+--> Reporting --> Leads`.
+
+.. tip::
+   Reports can also be run on the :menuselection:`CRM app --> Leads` dashboard, which is **only**
+   accessible if the *Leads* feature has been activated on the *Settings* page.
+
+   If the *Leads* feature has **not** been activated, the :menuselection:`CRM app --> Sales --> My
+   Pipeline` dashboard can also be used to run reports.
+
+   Both dashboards contain the necessary *Filters* and *Group By* criteria to run an attribution
+   report.
+
+.. seealso::
+   - :doc:`Convert leads into opportunities <../acquire_leads/convert>`
+   - :doc:`Create leads <../acquire_leads/email_manual>`
+
+.. image:: marketing_attribution/reporting-tab-and-leads.png
+   :align: center
+   :alt: Open the CRM app and click on the Reporting tab at the top of the page, then click Leads.
+
+The :icon:`fa-area-chart` :guilabel:`(graph)` view is shown, by default, with :guilabel:`Active or
+Inactive` and :guilabel:`Created on: [current year]` filters active in the :guilabel:`Search...`
+bar. The graph visualization displays the number of leads generated, by month and by sales team,
+with each sales team attributed to its own color per month shown.
+
+Switch the view to the :icon:`oi-view-list` :guilabel:`(list)` option, by clicking the respective
+icon located at the top-right of the dashboard. This allows leads to easily be displayed in the
+grouping set by the *Group By* parameters.
+
+.. image:: marketing_attribution/list-view-button.png
+   :align: center
+   :alt: Click the button with four horizontal lines on the top right of the Leads Analysis page.
+
+Add UTM parameters
+==================
+
+*Urchin Tracking Modules (UTMs)* are snippets of text embedded in URLs that are used to track
+visitor data. This includes parameters relating to how a visitor reached the link, such as the type
+of website visited, and/or marketing campaign the visit came from.
+
+Odoo can use these UTMs as parameters in the marketing attribution report to track the metrics and
+performance of marketing campaigns.
+
+Create UTMs
+-----------
+
+The :doc:`link tracker <../../../websites/website/reporting/link_tracker>` in Odoo can be used to
+create and configure UTMs.
+
+UTMs can also be automatically generated by the :doc:`Email Marketing
+<../../../marketing/email_marketing>` and :doc:`Marketing Automation
+<../../../marketing/marketing_automation>` apps.
+
+The UTM parameters used in a marketing attribution report are *Medium*, *Source*, and *Campaign*, in
+descending order of coverage.
+
+- *Medium* is the UTM with the widest coverage, and is used to identify the medium used to access
+  the link. This can include mediums such as social media, email, or cost per click (CPC).
+- *Source* is more narrow, and is used to identify the source of traffic. For example, the name of
+  a website, search engine used, or a specific social media platform.
+- *Campaign* is the most narrow, and can track specific marketing campaigns by name. This can
+  include a contest or product name, type of sale, etc.
+
+Create reports
+==============
+
+To start creating a report, click the :icon:`fa-caret-down` :guilabel:`(down arrow)` to the right of
+the :guilabel:`Search...` bar to see the list of filtering and grouping parameters.
+
+:guilabel:`Filters`, located in the left column of the search options, can be used to keep only the
+results that fit the filter. For example, selecting the :guilabel:`Won` filter only shows leads that
+have been won in the attribution report.
+
+:guilabel:`Group By`, found in the middle column, is used to organize the results into groups, and
+can be used with or without filters.
+
+.. image:: marketing_attribution/search-results-multiple-options.png
+   :align: center
+   :alt: Select any number of filters and groups in the search options.
+
+.. tip::
+    Setting multiple :guilabel:`Group By` options creates nested groups, according to which option
+    is selected first. For example, selecting :guilabel:`Medium`, followed by :guilabel:`Source`,
+    and then :guilabel:`Campaign`, in :guilabel:`Group By` column, sorts all results *first* by
+    medium, *then* by the specific sources in each medium, followed by the campaigns in each source.
+
+    This can be verified by looking at the direction, and order, of the selections in the group tile
+    that appears in the :guilabel:`Search...` bar.
+
+    .. image:: marketing_attribution/group-by.png
+       :align: center
+       :alt: The text in the tile is `Country > City`, showing that city is a subgroup of country.
+
+.. example::
+    For a useful first report:
+
+    #. From the :guilabel:`Filters` column, select the :guilabel:`Active` filter to view only leads
+    that are still marked as active.
+    #. From the :guilabel:`Group By` column, select (in this specific order) :guilabel:`Source`,
+    followed by the :guilabel:`City` or :guilabel:`Country`, depending on which grouping is more
+    relevant.
+
+    .. image:: marketing_attribution/campaign-and-country-groups.png
+       :align: center
+       :alt: Each lead is now sorted by source, followed by city or country.
+
+    This report contains all active leads, grouped first by the source of the lead, then by the
+    city or country each lead is from. This is useful to see the density of active opportunities
+    sorted by location.
+
+    With this data, marketing campaigns, such as conferences or billboards, can be targeted to the
+    locations generating the largest amount of potential revenue. Similarly, more attention can be
+    put toward increasing outreach in locations where existing marketing campaigns are less
+    effective.
+
+Export reports
+==============
+
+To set the measures of the report, begin by navigating to the :icon:`oi-view-pivot`
+:guilabel:`(pivot view)` on the :guilabel:`Leads Analysis` dashboard.
+
+Click the :guilabel:`Measures` button to view the available measures of
+the report. Select the desired measures from the drop-down menu (multiple measures can be selected),
+and verify the measures, filters, and groups are all displayed correctly in the pivot table. This
+ensures the data is ready for export.
+
+To quickly export the data in a list, as a .xlsx file, navigate to the :icon:`oi-view-list`
+:guilabel:`(list view)`. Click on the :guilabel:`Actions` :icon:`fa-cog` :guilabel:`(gear)` icon,
+located to the right of :guilabel:`Lead Analysis` in the top-left of the page, and click
+:icon:`fa-upload` :guilabel:`Export All`. The report downloads automatically as a .xlsx file.
+
+For more export options, the report can be exported to the Odoo *Documents* app. From the
+:icon:`oi-view-list` :guilabel:`(list view)` of :guilabel:`Leads Analysis` page, begin by clicking
+the :guilabel:`Actions` :icon:`fa-cog` :guilabel:`(gear)` icon again. Now, navigate to
+:icon:`fa-table` :guilabel:`Spreadsheet`, and click :icon:`oi-view-list` :guilabel:`Insert list in
+spreadsheet`. A pop-up window titled, :guilabel:`Select a spreadsheet to insert your list.` appears.
+
+The report can be renamed using the `Name of the list` field, if desired. The number of items on the
+report can be set with the field labeled: `Insert the first _ records of the list`. Next, select
+either a new :guilabel:`Blank spreadsheet`, or export into an existing spreadsheet. Finally, click
+the :guilabel:`Confirm` button.
+
+.. image:: marketing_attribution/documents-export.png
+   :align: center
+   :alt: Set the name, number of records, and location of the export in the option menu.
+
+To export the report as a .xlsx file, for use in an external spreadsheets program, click the
+:guilabel:`Actions` :icon:`fa-cog` :guilabel:`(gear)` icon, and select the :icon:`fa-upload`
+:guilabel:`Export All` option. If prompted, choose a file location, name the file, then click
+:guilabel:`Save`.