Reporting on repeat customers

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Occasional Contributor

There was a previous post about this with a now broken link to an idea post but no real input for if/how folks are handling this.

 

We find the Original Source contact property is great for tracking new business. However, we're investigating how we might more clearly identify where repeat customers come from.

 

We're a seasonal business and working to identify which initiatives and/or combo of initiatives are most effective for the purchases after the initial one.

 

Is there anyone doing this kind of analysis in Hubspot?

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Yes - the Most Recent Source is a custom property.  Basically on all forms or touch points there is always a Most Recent Source value whether static, hidden, or dyanmic from a variable on page or passed to the page.  I would run a workflow in the background to look for any contacts with a Most Recent Source where the Original Source is blank and populate the original source that way.

 

To your point about inbound I was on vacation during inbound this year so I wasn't able to attend, but it is possible they may have other things in the works.  If you have a link to the specific topic I would be very interested in reading about it.

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Advisor

I haven't found a way to do what you are asking for exclusively in Hubspot because in order to keep track of all touchpoints or sources, you would need what is commonly referred to as CDOs or Custom Data Objects. Basically these are joined tables to the contact record that store all touchpoints for a contact.

 

The most I have typically been able to do with Hubspot is an Original Source and Most Recent Source.  I don't typically use the Original Source property useful because it's not detailed enough so we create codes that identify all of our marketing efforts and if the Original is blank we write to it, but we always overwrite the most recent source at each touchpoint.

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Occasional Contributor

Thanks for the input @Ben_M. Interesting approach.

 

A couple of clarifying questions - is the Most Recent Source data a custom field? If so, how are you capturing that data?

 

There were some announcements at Inbound about multi-touch attribution reporting that could help solve for some of this.

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Yes - the Most Recent Source is a custom property.  Basically on all forms or touch points there is always a Most Recent Source value whether static, hidden, or dyanmic from a variable on page or passed to the page.  I would run a workflow in the background to look for any contacts with a Most Recent Source where the Original Source is blank and populate the original source that way.

 

To your point about inbound I was on vacation during inbound this year so I wasn't able to attend, but it is possible they may have other things in the works.  If you have a link to the specific topic I would be very interested in reading about it.

Occasional Contributor

Thanks, @Ben_M. That's super helpful.

 

I haven't found anything online that references the attribution reporting announced at Inbound but I've heard that it will be in Beta for Enterprise customers beginning in early October. It might be worth reaching out to your CSM.

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