Product update - New event builder, data modeling schedule, and funnel stages report

We’re back with another round of fantastic updates and releases! This month we’re bringing you greater transparency and control over your B2B go-to-market data and analysis, including: 

• The fully self-serviced and powerful Event Builder - to add CRM or MAP events directly on Dreamdata

• An update to the Data Modelling Schedule - for even greater transparency of your data modeling

• The new Funnel Stages Report - to monitor how your leads progress from initial engagement to closed won

• The new Attribution exclusion function - to exclude unwanted sessions from your attribution modeling

• Impressions Attribution - using AI to include and fairly weight ad impressions in your modeling.

Self-service Event Builder

Available for All plans ✅

With our updated Event Builder, customers can now create additional events from their CRM or Marketing Automation Platforms in Dreamdata. Bringing even greater customization to your Dreamdata reporting.

New events can be created based on any source object and combination of properties and values from these platforms. You can then set a relevant label, and the event can be mapped to any channel, source and campaign.

This will allow you to analyse and measure the performance of even more relevant events, bringing additional value to every report. 

But don’t just take our word for it. Some of our customers have already gotten very excited about this.

Heading to Data Platform > Settings > Event Builder.

Data Modelling Schedule update

Available for All plans (full customization only on Team, Business and Enterprise) ✅

For us at Dreamdata trust and transparency of data matters immensely, that’s why we’ve given our Data Modelling Schedule a further update since our previous update in July. 

Free and Partner plan customers now have view-only access to the feature, while customers on our paid plans have full control of and insight into the data modeling process - giving you complete confidence of your data freshness and the decisions you make based on it.

On the new Schedule, you’re able to:

• Manage the timing of data modeling on your account

• Business and Enterprise plan customers have 2 modeling daily runs, including the option to pull primary CRM data twice daily.

• See the time of the last successful data build.

• An estimated build time and end-time of each data build.

• The option to manually trigger a data model run.

Good to know

For all new users, the default run time is set to 7 am in your time zone (or 7 am UTC if Dreamdata does not have the timezone information).

Head to Data Platform > Settings > Data Modelling Schedule.

Funnel Stages Report

Available for Team, Business and Enterprise ✅

This next one has long been on our customers’ request list, so here it is!

The Funnel Stages report offers an overview of how lead cohorts progress through the sales funnel.

How many MQLs convert to the opportunity stage within a defined time period? How many of these convert to New business?

The focus of this report is to measure the performance of your active marketing efforts on funnel stages across time. For example, if you set up an ad campaign with a new CTA, the Funnel Stages Report will allow you to monitor the impact it has on conversion rates, time-to-conversion and other journey metrics.

To do this, the report includes a time filter that allows you to select cohorts based on specific periods, e.g. ‘Last 3 months’ and a ‘maximum conversion time’, e.g. 30 days. For example, choosing 30 days focuses on the portion of the cohort that completed the conversion within 30 days or less.

With the Funnel Stages report, you can track key metrics at each stage, such as the average number of sessions, days, channels, and contacts, as well as the conversion rates between stages - helping you track performance and identify patterns across your sales funnel.

The dashboard comprises two reports:

• Average journey visual

This visualised sales funnel displays the average lead progression over the selected period, including the absolute numbers that reach each stage within the time period, the corresponding conversion rates and the time-to-conversion, as well as the average number of contacts, channels and sessions.

• Monthly journey table

The table breaks down the data by month based on the ‘maximum’ conversion time window. Using this table, you can easily track and compare performance improvements over time, with all the already listed metrics.

You can read more about what is captured in this report, here → 

See your funnels now by heading to Performance > Funnel Stages.

Attribution Exclusions

(Soon) Available for Team, Business, Enterprise ✅

Customers on our paid plans will soon be able to exclude sessions from the attribution modeling. 

When it comes to analyzing customer journeys, you might not want to include certain touchpoints, such as those from (non-marketing) sales emails, more examples below.

Whether you’re using a multi-touch model, such as the linear or w-shaped, or our data-driven model, you can now exclude sessions from the modeling to focus on the most meaningful touches for your analytical needs.

Examples of sessions marketing teams might want to exclude session:

• Irrelevant Channels

• Non-Marketing Influences

• Low-Impact Events

• Duplicate Events

• Invalid Interactions

Note, if there are customer journeys with only excluded sessions, these will then be included in the attribution modeling.

Exclude sessions now by heading to Data Platform > Settings > Attribution Models.

LinkedIn Ads Impression Attribution

Available for All plans ✅

We have introduced an additional AI-driven algorithm to our attribution modeling in order to include and fairly weight LinkedIn ad impressions.

Standard attribution models often overlook the effect of impressions, leaving gaps in understanding campaign performance. However, we also know that impressions carry less influence on customer journeys than ad engagement, like a click.

As a LinkedIn Marketing Partner, Dreamdta is able to access Ad engagement and impression data. 

That’s why we’ve put together an AI-driven algorithm (integrated with our existing multi-touch attribution models) that enables you to bridge these gaps and track LinkedIn ad impressions at the account level alongside clicks. The algorithm adjusts for factors like campaign type, number of impressions, and recency, giving a fair weighting to its impact.

With LinkedIn Ads impressions attribution, you can better understand how LinkedIn Ads influence your pipeline and revenue, helping you optimize your campaigns more effectively.

Enable it now by heading to Data Platform > Settings > Attribution Models.

Final word

We hope these updates give even deeper insights and more control over your data and further improve your Dreamdata experience! Please let us know what you think!

Stay tuned - more exciting updates are coming soon!