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Market to Your Customers with Account Engagement
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            How Einstein Attribution Works

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            How Einstein Attribution Works

            The Einstein Attribution model is based on a concept borrowed from cooperative game theory called the Shapley Value. The Shapley Value calculates the contribution of each player in a cooperative game, where players use different skill sets to achieve a collective reward. We adapt this method for marketing attribution by distributing an opportunity amount among the campaigns that are associated with the opportunity.

            Required Editions

            Available in: Account Engagement Advanced and Premium Editions with Salesforce Enterprise, Performance, or Unlimited Edition

            Einstein uses your historical data to identify common journeys that users take. It scans a collection of campaigns that influenced an opportunity and assigns a marginal contribution amount to each touchpoint. The model averages that amount across every possible sequence of touchpoints. This sequencing allows the model to identify a more accurate contribution amount, instead of just reiterating a touchpoint’s position in the journey.

            Analyzing Touchpoints

            Touchpoints include tracked engagement activities on an Account Engagement prospect or a Sales Cloud campaign member. An engagement activity is one that represents a person’s interest, for example an email open, email click, form submission, or event attendance.

            Campaign members whose status is Responded are included in the model. However, since attribution also uses Account Engagement visitor activities in its calculations, it’s possible for records to appear in reports whose status isn’t Responded. The report doesn’t contain Account Engagement activities that are tracked but that don’t indicate engagement, such as invitations and sent emails.

            Associating Campaigns

            Sales Cloud often uses the Opportunity Contact Role to link campaigns and opportunities. However, users don’t always create this reference, which means you don’t get all the campaign attribution data you need.

            To fill this gap, Einstein Attribution creates virtual opportunity contact roles for use in its models. We analyze tasks, emails, and events on your opportunities, and then we extract the contacts who are involved in them. If that isn’t sufficient, we extrapolate relationships via a prospect’s email domain. These methods reveal more relationships and provide more data, but you don’t have to change anything.

            Note
            Note Although Einstein Attribution works with Campaign Influence object, the attribution model doesn’t use any auto-association rules that have been set up.

            Tuning the Model

            Two tuning settings are available to help you align Einstein Attribution to your business: time frame and success milestone. By default, the model scans campaign and opportunity relationships up to 6 months prior to opportunity creation.

            With time frame, you identify the period to track prospect and campaign member activities. The success milestone setting allows you to choose an active opportunity stage, which indicates that an opportunity is successful, or converted. The Data-Driven Model considers all journeys that reached that success milestone and identifies the contribution of each campaign along the way.

            Example
            Example To find out what’s most effective in encouraging annual renewals, you might set the time frame to 12 months and select a custom stage, such as Renewed.
             
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