Supported event tracking integrations:
- HubSpot (Form Submissions and Email clicks only)**
- Salesforce (Campaigns and Tasks only)*
*MadKudu does not support mapping data from Salesforce Custom objects, Marketo Programs, nor Marketo custom objects.
**HubSpot API design does not allow MadKudu to pull web visits, therefore this data is not available to use in the event mapping and behavioral model. Learn more
This article covers:
- What is the Event mapping about?
- What is the Event mapping used for?
- Where is this mapping available?
- How to read the Event mapping?
What is the Event mapping about?
When you connect your tools (eg. Mixpanel) to MadKudu, MadKudu automatically pulls from those systems your user interaction data (for example:
userid 1234 did 'invited_user' on 3/9/2016 at 11:32am).
Because most user-tracking implementations use different naming conventions, the MadKudu platform needs to know which of those events are signups, demo requests, webinar registration, etc.
Those standard events are used for (1) reporting and (2) the behavioral model to predict the likelihood to buy of a person or an account.
Mapping your events will allow you to :
- Sort through your events in order to select the ones to include and the ones to exclude
- Select the source of truth when you have duplicates (the same event tracked in different systems)
- If needed, group similar events together so the Likelihood To Buy model recognizes them as conceptually the same, for example, if you want to consider different types of webinars as simply webinars.
What is the Event mapping used for?
Where is this mapping available?
In app.madkudu.com > Mapping > Event mapping.
Note that if the mapping configured for your organization was not standard (meaning not supported by the app interface), the mapping would not be available in the app but in the back-end and can be provided upon request.
The different Status labels correspond to the following:
- Enabled: some events from the connector are getting mapped
- Not configured: no mapping is configured for this connector
- Draft: a draft of a mapping was created but not put to production
How to read the Event mapping?
In the example below, each event received from your system is mapped into
- a MadKudu event: a user-friendly name to use when building the LTB model and surfacing the latest activities of a Lead or Account in your CRM. This user-friendly name can be renamed to whatever you would like.
- an Activity Type: the category of the event within the following list:
Web Activity: page views and CTA on your website
App Usage: page views and CTA on your app
Marketing Activity: webinar registration and attendance, content downloaded ...
Email Activity: marketing emails opened and clicked through
Sales Activity: sales emails opened or responded, invitations accepted or declined...
Non-user Activity: system events (enrichment process, workflow triggered, etc.) and passive events (received email or invitation, added as a user, etc.)
The example below shows a mapping from Segment events. We see that the event called "Viewed MOps Confessions Home Page", which your Sales team would see in Salesforce, comes from Segment page tracking called "viewed_unknown_page" and the path = '/mops-confession'. Essentially, this means the lead visited this page https://www.madkudu.com/mops-confessions.
This other example below shows a mapping from Salesforce Campaigns. When your team sees "Registered to Sponsored Event" for a lead, this means it was logged as a campaign member of any campaign with the type Sponsored Event and the member status Responded.
We track new events, how can I add events to the mapping?
If you started tracking new events, these events may already be taken into account depending on your event mapping configuration.
For example, if Marketing just released a new blog page, and the url path contains "/blog-how-to-enhance-your-sales-outreach", and the event mapping maps any page tracked in Segment containing "blog" into "viewed blog page", then this new page will automatically be included in the scoring and signals.
If you are starting to track new events which do not fall in any condition of the event mapping, then you will need to add the event to the mapping and the model. Please learn more here or send a request to email@example.com
We are switching our tracking from one system to another, what should we do?
If you stop tracking events in a system and move the tracking to another event, such as from Amplitude to Segment, you would need to edit the event mapping and potentially the model since the Likelihood to Buy model's foundation is the event mapping and the events from your systems fueling it. Please learn more here or send a request to firstname.lastname@example.org