Event mapping: Salesforce Campaigns

  • Updated on Nov 14, 2024
  • Published on Oct 14, 2024
  • 5 minute(s) read

If you're looking to understand, edit, or update your Salesforce Campaigns event mapping, you're in the right place!

Integration covered in this article

  • Salesforce

Prerequisites

What is the Salesforce Campaigns event mapping?

If you have connected Salesforce to MadKudu, you'll find a Salesforce event mapping that standardizes your campaigns and campaign member statuses to be used across MadKudu, in reports and in your behavioral models.

 

Where do I find the Salesforce Campaigns event mapping?

In app.madkudu.com > Mapping > Event mapping

Click on 'Salesforce Campaigns' to see how your Segment events are mapped to MadKudu.

 

Click on the Edit logo to access the detailed configuration.

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This mapping is pre-populated for you with all your campaign types and campaign member status combinations.

The status 'Sent' is excluded because it does not show any intent from your users, you won't see it in your Salesforce campaign event mapping.

How to read the Salesforce Campaigns event mapping page?

The first thing to note is that several versions of your Salesforce Campaigns event mapping are stored here.

Click on the list in the top right corner to see:

  • Your Live event mapping, with its date of publication

  • Your Draft version, if you start making edits and save them, but don't publish them (publishing is currently not a feature accessible to our users)

  • Previously published event mapping with their date of publication. These are the events mapping that were once live, but have been replaced. 

Storing several versions allows to work on a draft before publishing, or to revert to a previous version easily if an incorrect event mapping was published.

The rest of the page presents one event per line.

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  • Campaign Type: Your Salesforce campaign type

  • Campaign member status: Each status for this campaign type (except 'Sent' which is a passive activity that does not show intent from your users and is thus excluded)

  • Negative user activity: Check this box to identify negative behaviors (unsubscribe, email bounce...) so they don't appear in the signals seen by your Sales teams and they're not counted in your aggregations

  • MK Event name (signals): How the event will appear in your CRM signals. No signal is displayed for events classified as 'Non-user activity'.

  • MK Event name: How MadKudu identifies this event throughout the platform.

  • Activity type: Helps you categorize your events. Usually 'Marketing activity' for Salesforce Campaigns.

Your event mapping might use dynamic values in some of these fields. Example:

Downloaded content: {{c.name}} displays the value of the campaign name, so that your Sales teams know exactly what content was downloaded, and can personalize their outreach based on it.

Downloaded content: {{c.name}} will display Downloaded content: ABM white paper Q1 2023, Downloaded content: Guide to cybersecurity, etc.

You might also encounter {{*}}, the wildcard character. It is used to represent one or more unspecified characters, to match multiple variations of a word or phrase. Example:

If you have many types of events (virtual, in-person...) with different campaign types, but you want to consider them all the same way, {{*}} Event would match the types In Person Event, Virtual Event, 2023 Event, etc.

How to edit the Salesforce Campaign event mapping?

Here are some important questions to answer before you start making any modifications to your event mapping.

What events to include from Salesforce Campaigns?

Hand raisers activities (Demo requests, Contact us forms...), marketing activities.

What events to exclude from Salesforce Campaigns?

  • Non-user activities: This means passive activities for your users (e.g. being sent an email). They don't show any intent from your users.

  • Redundant events: If an activity performed by your users is represented by 2 different events in your systems, map one of them and exclude the other in order to not give double weight to this activity.

For which activities should Salesforce Campaigns be the source of truth?

If you track the same behavioral data in different systems, which system should you choose as the source of truth for each activity type?

  • Hand-raising activities (Demo requests, Contact us forms...): We recommend using Salesforce Campaigns as the source of truth for hand-raising activities.

  • Marketing activities: We recommend using Salesforce Campaigns as the source of truth for marketing activities.

How granularly should your Salesforce Campaigns events be mapped?

We recommend keeping the default granularity.

If you have the same kind of activity represented by different campaign types ('Webinar March' and 'Webinar April' that are both webinars, for example), it might be interesting to group them under the same MK event to have a greater data volume.

How to modify the Salesforce Campaign event mapping?

Now that you know what you're about to modify, here's a guide on how to do it.

1. If you want to start working from your current mapping, stay on the live version.

If you previously started working on a draft and want to pick up where you left off, go to your Draft.

2. Click 'Start draft' or 'Edit draft' in the top right corner.mceclip3.png

 

3. Please regularly save your work to avoid being disconnected from the platform and losing your modifications.    

  • Exclude an event

    • Select the activity type 'Non-user activity'

  • Get less granular: group events together

    • You may need to group events to create a more significant volume in your training dataset:

    • Name the events you want to group with the same name in column 'MK event name'

    • You can leave different labels in column 'MK event name (signals)' if you wish to display more granular information to your Sales team.

  • Maximize signals granularity

    • Display the name of the campaign name in the signals using the dynamic value {{c.name}} 

    • Note: Don't use dynamic values for "MK event name", as the goal is to group similar events in the Likelihood To Buy model.

  • Add an event

    • Click 'Add new events' in the top right corner 

    • A new line appears on top of the others, filled in with the first type and member status alphabetically. 
        

    • Select the campaign type and the campaign member status combination you want to add in the drop-down lists.

    • Type a user-friendly name for your Sales team to see in the signals in column 'MK event name (signals)'

    • Type a user-friendly name in column 'MK event name'

    • Select the Activity type

4. Click 'Save draft'.

5. Your edits are now saved in draft.

6. To deploy your changes to production, click 'Publish changes'.

What's next?

After your new event mapping is deployed, you need to take several steps to have this new event taken into account in your behavioral scoring:

  1. Wait for the map process to run in the process page. This step is needed for the platform to take into account the changes published to the event mapping. 

  2. Head to the Studio. Duplicate your live LTB model.

  3. Re-build the LTB dataset in the Data Studio. This step is needed to recompute all the data analysis and give you fresh stats and insights! Click 'Change dataset' on the Overview page
     

  4. Don't change any parameter, just click 'Build and load dataset' 

  5. Wait until you receive a success email saying your dataset has been loaded.

  6. Head to Model > Insights to see your new event.

  7. Head to Model > Model to set a weight for this new event.

 

F.A.Q.

My newly mapped event does not appear in the Data Studio, what's going on?

Only events that have been performed by at least 1 lead during the past 9 months appear in the Studio.

Please check that you do have at least 1 email address recently associated with this event.