The campaign matrix allows marketing events to be associated with activities and agent outcomes in the bConnected platform. It establishes direct relationships between marketing events and agent activities/outcomes. The campaign matrix is setup with each entry considered a lead source, requiring a unique DNIS and 800 number. It builds relationships by assigning lead sources to agent groups, controlling which agents can handle records. Properly structuring the campaign matrix provides visibility into return on marketing dollars and conversion performance based on the level of detail in breaking down marketing events.