Analyze Buying Groups in the Engagement Heatmap

Identify, analyze, and interpret Buying Group engagement patterns using the Engagement Heatmap in Demandbase One for Marketing to optimize targeting and engagement strategies.

With a visual representation of buying group engagement, you can identify which buying groups in general or which personas in a buying group specifically are unengaged and need further targeting or nurturing to help win a deal.

Prerequisites

You must have at least one buying group created. See Define and Manage Buying Groups.

(Optional) Filter Engagement Data by Buying Group Activity

You can filter engagement data by selecting one or more buying groups using the Buying Groups filter.

1. From the navigation bar, go to Analytics > Engagement.
2. Click More Filters
3. Click Buying Groups under Engagement
4. In the first drop-down, select the type of activity to filter for: Account, Person, or Activity.
5. In the second drop-down, select one or more buying groups.
6. Click Apply Filter.

Analyze Buying Group on Heatmap

From the navigation bar, go to Analytics > Engagement > Heatmap.

To analyze buying groups and their personas:

1. In the Rows drop-down, select either Ideal Buying Groups to view all groups, or a specific filtered buying group.
2. In the Columns drop-down, select Personas to compare persona engagement across the chosen buying groups.
3. Alternatively, you can swap the Rows and Columns selections to analyze personas as rows and buying groups as columns.
4. View individual persona engagement per buying group, and total engagement values for each persona across all buying groups. Or, view buying group engagement per persona, with total engagement values for each buying group.

To analyze buying groups or personas against other criteria:

1. In the Rows drop-down, select Ideal Buying Groups to view all groups, a specific filtered buying group, or Personas.
2. Select any criteria in the Columns drop-down.
3. Alternatively, you can swap the Rows and Columns selections to analyze other criteria as rows and buying groups or personas as columns.
4. Examine how your chosen data sets interact. You'll see individual engagement values for each combination of the criteria you selected, and the total engagement values for each column.

Important: Select Ideal Buying Groups and NOT Ideal Buying Group.

Analyze Buying Group Data on Table

To filter data in the engagement table:

1. Select a cell, row header, or column header to filter the data displayed in the accompanying table. You can select multiple headers.
2. Navigate to the table to view the update. 

Tip: Click the selected item again to revert the table to its original view.