01. Configuring Events, Goals, and Scores

Configuring Events

Events are measurable, trackable, and actionable aspects of an Element. By default, all Events are tracked. Using the "Events" tab of most Elements, you can specify certain Events, and then designate whether this Event meets a Goal, adds or subtracts a score, or adds a cost.

Instructions:

How To Use Events for Marketing Automation

Events are used in the following ways:

1. For Behavioral Filtering, which allows you to specify certain Contact behaviors to target segment(s) of Contacts. These filters can be used in Rules, Contact Lists, Schedule run-time Filters, and workflow decision-making

2. For tracking, Reporting and Analytics

3. To Associate a Score, Goal, and/or Cost to Contact behavior

4. To Fire Triggers

Event Definitions

The following is a list of Studio Elements and their associated Events, along with detailed descriptions of each.

• Email Events
  Email queued for processing
  Email failed to process
  Email sent to Contact

• Microsite Events
  Contact visited Microsite
  Contact visited Page
  Contact submitted Page
  New Contact added to the database
  Contact added a new Contact
  Contact failed to add a new Contact
  Contact failed to log in

• SMS Events
  SMS queued for processing
  SMS delivered to Contact
  SMS sent to Contact
  SMS failed to process

• In Direct Mail
  Direct Mail queued for export
  Direct Mail IMB scanned
  Contact scanned a QR code
  Direct failed to export

• Data Extract
  Data sent to Marketplace App
  Failed to communicate with Marketplace App

Configuring Goals

Setting goals is a great way to help you measure campaign success and the level of engagement from each user.

Goals can be anything from submitting a form or opening an email to adding a contact or even just logging in.

Instructions:

How To Configure Goals?

1. Click on the Configuration tab

2. Click on the Goals button

3. Click on the Add button

4. Enter a Goal Name and a Description

5. Specify places where the goal may be reached (do this for all elements where the Contact can achieve this goal)

• Open an element

• Click on Events tab

• Click on the Event that achieves the goal that was just defined above

• Click on "This Event has more details that you can configure."

• Click on the Add button

• Select the Goal that was created above

• Click Return

6. You can now use this event to filter Contacts (using the Behavioral Filter) or to trigger another Event

Configuring Scores

When implemented properly, a scoring system can help us separate the Contacts who are active and engaged from those who are non-responsive or uninterested. Scores are set in the Events tab of an element.

You can add or subtract points from a Contact's score in almost any Event in an Element. For example, you can set "Contact Opens Email" to add 5 points to the Contact's score, or you can subtract 5 points if the Contact clicks the Unsubscribe link.

Instructions:

1. Open an Element and click on the Events tab

2. Select an Element

3. In the "Adds or subtracts this Score box, enter the score for this Event (use a positive or negative number based on whether this Event will add to, or subtract from the Score)

4. You can now use Scores to filter Contacts (using the Behavioral Filter) or to trigger another Event