Data Definitions
Interpreting and using data within Mesh
Column Definitions
Any of the columns below can be renamed to match your current data language. New columns can be added by request based on custom data in any integrated data source.
Column Definitions
Any of the columns below can be renamed to match your current data language. New columns can be added by request based on custom data in any integrated data source.
Cohorted Date Options
The date options in your dashboard might differ from the options listed in the screenshot below. The options correspond with the stages in your pipeline.
Tactic Touch Date
Definition: Filter to data for touchpoints that occurred during a specified date range.
How it works: When selecting a date range, like 12/1 - 12/14, “Tactic Touch Date” will show the touches that occurred during that period for each of the categories, channels or tactics you’re viewing. If you are in Acquisition, for example, you’ll see data for each marketing category (ex. Paid, Organic Search etc.) based on the interactions your visitors and users had with those categories between 12/1 and 12/14.
When to use this option: This is the default option and is useful for understanding the overall influence of your marketing channels. Because it cuts to just the touchpoints that occured during the time range selected, it helps you understand what actually happened in terms of activity across any stage for the given timeframe.
How to intepret the resulting data::
- Engagement columns (ex. Accounts Engaged): Engagement columns will show the number of visitors, contacts and accounts that engaged with one of the categories, channels or tactics listed.
- Pipeline stage columns (ex. Leads Created): Pipeline columns will show new conversions to that specific pipeline stage that were occurred after that visitor touched one of the categories, channels or tactics listed. For example, the Leads Created column for the ‘Paid’ category will show new leads that converted to the lead stage after interacting with a Paid channel.
- Influence columns (ex. Contacts Influenced or Influenced Revenue): Influence columns will show influence for contacts, accounts, opportunities or closed deals that were influenced after a contact touched the corresponding category, channel or tactic. For example, if a contact interacted with a paid ad during the date range you’ve selected and then moved into the opportunity stage, they would be counted in opportunities influenced.
[Stage] Date
Definition: Cohort and recalculate data based on a chosen pipeline stage.
How it works: When selecting a date range, like 12/1 - 12/14, “[Stage] Date” will show marketing interactions for contacts that entered the chosen stage in the timeframe you’ve selected. If you are in Acquisition and have selected Lead Create Date, for example, you’ll see marketing activity for leads that entered the Lead stage in your pipeline between 12/1 and 12/14.
When to use this option: This is option is for understanding how a cohort of contacts have been interacting with your marketing and what has been most effective at driving them down the funnel. You should use these date options when trying to understand the behavior of contacts that entered a specific stage during the date range you selected. For example, if you want to understand how contacts that became an MQL during your selected time range interacted with your marketing, you would select ‘MQL Date’ as the cohort date option.
How to intepret the resulting data::
- Engagement columns (ex. Accounts Engaged): Engagement columns will show the number of visitors, contacts and accounts in the stage you selected that interacted with each marketing category or channel listed.
- Pipeline stage columns (ex. Leads Created): Pipeline columns will show new conversions to that specific pipeline stage that were occurred after that visitor touched one of the categories, channels or tactics listed. For example, the Opportunities Created column for the ‘Paid’ category, when selected into MQL date, will show the contacts that entered the MQL stage during the time range you selected and subsequently converted to the opportunity stage after interacting with a Paid channel.
- Influence columns (ex. Contacts Influenced or Influenced Revenue): Influence columns will show influence for contacts, accounts, opportunities or closed deals that were influenced after a contact, in the stage you selected, touched the corresponding category, channel or tactic. For example, if you selected MQL date, the data will be cut to contacts that entered the MQL stage during the time range you selected. If one of those contacts interacted with a paid ad in that time range and then closed won it would be reflected in influenced revenue.