What are the Models of Influence?
Magic Robot’s Campaign Influence Analyzer & Contact Role Creator app comes with 5 models of influence to help marketing and sales leaders determine which of their campaigns are helping reps find and win opportunities. But not from just one perspective.
4 of Magic Robot’s models describe how the opportunity was created, and a 5th model describes how open Opportunities were helped by Campaigns to move onto wins.
Below, we’ll go through definitions of each of the 5 models.
1. The “First Response” Model
This one’s pretty straightforward.
When you set up Magic Robot, the first thing you do is tell the app how many days prior to the Opportunity Create Date you will consider Campaign Responses within as being influential. Many companies set this at 60 days, 90 days or something like 365 days. (Don’t worry, the app will make a suggestion for you based on your historic data.)
Within that window, the first campaign response from contacts on the account will give 100% of the Opportunity’s cash and credit (i.e. 1.0 Opportunities Created) to that campaign in the “First Response” Model.
All the custom fields on the Campaign installed from Magic Robot have the prefix “First Resp:”
2. The “Last Response” Model
The Last Response Model will credit 100% of the opportunity to the campaign response that happened last, just before the opportunity was created:
All the custom fields on the Campaign installed from Magic Robot have the prefix “Last Resp:”
3. The “Most Influential” Model
The Most Influential Model credits the campaign which had the most number of responses within the influence window.
In the following illustration, the Gold Campaign has 2 responses, which is the most of all the responses within the influence window. Because of this, the Gold Campaign will get 100% credit in the Most Influential Model.
All the custom fields on the Campaign installed from Magic Robot have the prefix “Most Influential:”
4. The “General” Model of Influence
Here we go: true multi-touch campaign reporting!
The model everybody uses Magic Robot for.
The credit of the opportunity is split evenly across each of the Campaign Responses. In the following illustration we see 5 campaign responses within the window of influence. Each of the campaigns responses will get 1/5 credit for the opportunity:
If for example, the Opportunity is worth $10,000, each of the responses will be credited $2,000 and 0.2 Opportunities Created. And because the gold campaign has 2 responses, ultimately $4,000 and 0.4 Opportunities will roll up to the Gold Campaign.
All the custom fields on the Campaign installed from Magic Robot have the prefix “Influenced:”
5. The “Closers” Model of Influence
Whereas the previous 4 models describe how the Opportunity is created, the Closers model describe the campaigns that help move open Opportunities onto wins.
And it works in a fashion similar to the General model of influence in that it divides the influence up evenly between each of the campaign responses.
In the following illustration we see 3 campaign responses contributed to this won Opportunity. Each of the campaigns responses will get 1/3 credit for the opportunity in the Closers model of influence:
All the custom fields on the Campaign installed from Magic Robot have the prefix “Closers:”
Everybody gets all 5 models!
We felt each model was so valuable we didn’t want to make our customers choose. So every client gets all 5 models installed to help them figure out which campaigns help reps find and win opportunities and which ones don’t.
Contact us if you think any of these models can help you!
Here’s a video that goes through the models with animation: