diff --git a/content/applications/sales/crm/track_leads.rst b/content/applications/sales/crm/track_leads.rst index 0ebb83f81..c770e3215 100644 --- a/content/applications/sales/crm/track_leads.rst +++ b/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 diff --git a/content/applications/sales/crm/track_leads/marketing_attribution.rst b/content/applications/sales/crm/track_leads/marketing_attribution.rst new file mode 100644 index 000000000..20607314b --- /dev/null +++ b/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. 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