Event Mapping

  • Updated on Oct 22, 2024
  • Published on Oct 17, 2024
  • 4 minute(s) read

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MadKudu is ingesting behavioral signals from multiple sources to create the 360 degree view of your leads and accounts. In order to make that view personalized and actionable for your Sales teams it is important to customize the activity feed available in Copilot. The event mapping is used to

  • determine the source of truth for engagement data (e.g. if you track website visitors in Marketo and Segment you can choose the source of truth)

  • make events easily interpretable (you can change the naming convention of events, add or remove details e.g. viewed_unknown_page → Viewed pricing page: madkudu.com/pricing)

  • Remove noise from the activity feed (e.g. hide email opens that are mostly noise)

  • Group similar events for scoring purposes (e.g. Registered for Holiday Webinar and Registered for November Webinar → Registered for Webinar)

If you need guidance on what events you should be sending to MadKudu (see here).

When you connect your tools (eg. Mixpanel) to MadKudu, MadKudu automatically pulls from those systems your user interaction data (for example: userid 1234 did 'invited_user' on 3/9/2016 at 11:32am).

Because most user-tracking implementations use different naming conventions, the MadKudu platform needs to know which of those events are signups, demo requests, webinar registration, etc.

Those standard events are used for (1) reporting and (2) the behavioral model to score the engagement of a person or an account.

What are mapped events used for?

  • the activity feed available for your Sellers in MadKudu Copilot

  • data powering the Engagement models. Learn more

  • data powering the Aggregations. Learn more.

Where to find the event mapping

In app.madkudu.com > Mapping > Event mapping.

Note that if the mapping configured for your organization was not standard (meaning not supported by the app interface), the mapping would not be available in the app but in the back-end and can be provided upon request.  

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The different Status labels correspond to the following:

  • Enabled: some events from the connector are getting mapped

  • Not configured: no mapping is configured for this connector

  • Draft: a draft of a mapping was created but not put to production

How to read the Event mapping?

In the example below, each event received from your system is mapped into

  • a MadKudu event: a user-friendly name to use when building the LTB model and surfacing the latest activities of a Lead or Account in your CRM. This user-friendly name can be renamed to whatever you would like.

  • an Activity Type: the category of the event within the following list:

    • Web Activity: page views and CTA on your website

    • App Usage: page views and CTA on your app

    • Marketing Activity: webinar registration and attendance, content downloaded ...

    • Email Activity: marketing emails opened and clicked through

    • Sales Activity: sales emails opened or responded, invitations accepted or declined...

    • Non-user Activity: system events (enrichment process, workflow triggered, etc.) and passive events (received email or invitation, added as a user, etc.)

The example below shows a mapping from Segment events. We see that the event called "Viewed MOps Confessions Home Page", which your Sales team would see in Salesforce, comes from Segment page tracking called "viewed_unknown_page" and the path = '/mops-confession'. Essentially, this means the lead visited this page https://www.madkudu.com/mops-confessions.

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This other example below shows a mapping from Salesforce Campaigns. When your team sees "Registered to Sponsored Event" for a lead, this means it was logged as a campaign member of any campaign with the type Sponsored Event and the member status Responded.
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What data sources are available in the Event mapping?

  • Salesforce (Campaigns and Tasks)

  • Marketo*

  • Hubspot (Form Submissions, Email activity)**

  • Eloqua

  • Segment

  • Amplitude

  • Mixpanel

  • Snowflake

  • BigQuery

  • Amazon S3 (connector for Redshift and other systems)

*MadKudu does not support mapping data from Salesforce Custom objects, Marketo Programs, nor Marketo custom objects.

**HubSpot API design does not allow MadKudu to pull web visits, therefore this data is not available to use in the event mapping and behavioral model. Learn more

FAQ

We track new events, how can I add events to the mapping?

If you started tracking new events, these events may already be taken into account depending on your event mapping configuration.

For example, if Marketing just released a new blog page, and the url path contains "/blog-how-to-enhance-your-sales-outreach", and the event mapping maps any page tracked in Segment containing "blog" into "viewed blog page", then this new page will automatically be included in the scoring and signals.

If you are starting to track new events which do not fall in any condition of the event mapping, then you will need to add the event to the mapping and the model. Please learn more here.

We are switching our tracking from one system to another, what should we do?

If you stop tracking events in a system and move the tracking to another event, such as from Amplitude to Segment, you would need to edit the event mapping and potentially the model since the Likelihood to Buy model's foundation is the event mapping and the events from your systems fueling it. Please learn more here.

Can I add an unlimited amount of events?

No, there is a 500 mapped events limit on how many events you can map in MadKudu.
The idea behind the MadKudu mapping is to generate broad categories of App Activities that describe actionable user intent (e.g. user "created team", "deleted user from workspace", etc.), as opposed to very specific events (e.g. user clicked on specific button within team creation page) that would not have statistical significance for the model.

I mapped a new event. Why don't I see it in the Data Studio?

Only events performed by at least 1 lead (or contact) in the past 9 months are displayed in the Data Studio. Do you see in your CRM recent leads who have performed the event? Please share the record(s) with our Support team and they will investigate.