WebPlatform Documentation

The funnel configuration is an important part of the campaign setup and can be connected to the campaign on the Funnel tab. The funnel configuration is the backbone of the Campaign Funnel Report as it defines the sales funnel stages and how they map to each other for EIMS, the client, and Sirius.

The funnel configuration is also important for CPL campaigns as it contains details of how much a lead costs from all the publishers for the campaign.

Creating a Funnel Configuration

When a client is selected, a funnel configuration can be created from the Funnel Configurations tab.

A new funnel can be created for the current client by clicking the "Create Funnel" button in the top right corner, this will display a dialog box.

• Name (Mandatory) - however, this will be prefilled with the name of the campaign. Typically, you should not change this value to ensure that the data tables generate correctly.
• Description is optional - a short description of the funnel should be entered here.
• Global template? checkbox will set the new funnel as the general template across the module. This means any funnel created for a client that does not have a client template set will use the configuration setup in the selected funnel.
• Client template? checkbox will set the new funnel as the template for the current client. This means any funnel created for the current client will use the configuration setup in the selected funnel.

Once you're happy with the details, click the "Save" button.

Glossary

The Glossary tab contains all the terms and definitions used on the EIMS Sales Funnel. The content configured in this tab is displayed on the Glossary tab of the Campaign Funnel Report.

The tab contains a table with 4 columns: Term/Metric, Description, Measure, T.C.R:

Adding a Glossary Item

New items can be added to the glossary tab by clicking the "New Item" button in the top right corner, a dialog box will appear with 5 fields:

• Term (Mandatory) - The name of the terminology to be defined
• Metric (Mandatory) - The metric on the EIMS Sales funnel that relates to the term e.g. INQ, TQL, Click etc...
• Description (Mandatory) - The definition for the term. There is no text limit to this field.
• Measure - A numeric value attributed to the Metric. The Universe and Suspect stages on the Campaign funnel display the measure value for the respective term.
• Target Conversion Rate - The approximate Target Conversion Rate for the metric. This value is only displayed on the Glossary tab for the Campaign Funnel Report

Once you're finished creating the new item, click the "Save" button.

Editing Existing Items

Existing terms can be edited by clicking anywhere on the row, this will display a dialog box with the same fields from the New Item dialog box.

Make your amends and "Save".

Deleting Glossary Items

A Glossary item can be deleted by clicking the "Delete" button on the right hand side of each item row. This is a soft delete. So if you delete an item in error, it can restored in the database. Submit a request to support if you need this action to be taken.

Glossary Tab in the Campaign Funnel Report

Target Segments

The target segments tab demonstrates how the target market has been divided, the associated channel, its sources and finally the size of the target segment.

A Duplicates segment is included within the segment list to define the anticipated number of duplicate contacts within the segments. If duplicates exist, then the value entered to this segment is a negative number. The Campaign Funnel Report aggregates the target segments and uses the final result as the Targets (TAM) value in the Campaign Funnel.

The segments defined in the Target Segments tab are used within the Cost Per Lead tab.

Adding a Target Segment Item

A New Target segment item can be added by Clicking the "New Item" button in the top right corner, this will display a dialog box with 5 fields:

• Name (Mandatory) - The name of the new target segment
• Channel (Mandatory) - The marketing channel associated to the segment
• Source (Mandatory) - Where the target segment contacts are sourced
• Detailed Definition (Mandatory) - A description of the target segment
• Count (Mandatory) - The number of contacts targeted within the segment

Once all the fields are populated, click "Save" to add the segment to the Target Segment list.

Editing an Existing Target Segment

Existing target segments can be edited by clicking anywhere on the row, this will display a dialog box with the same fields from the New Item dialog box.

Make your amends and "Save".

Deleting Target Segments

A target segment can be deleted by clicking the "Delete" button on the right hand side of each item row. This is a soft delete. So if you delete an item in error, it can restored in the database. Submit a request to support if you need this action to be taken.

Target Segments Tab in the Campaign Funnel Report

Funnel Stages

Every company has a sales funnel but every company defines their sales stages differently. The funnel stages tab defines the clients sales funnel and maps it against the EIMS sales funnel. This allows the Campaign Funnel Report to translate what the figures in the EIMS Inquiries process mean in relation to the client's sales funnel.

Adding a New Funnel Stage

A new funnel stage can be added to 1 of the 3 map types by clicking the "New Item" button to the right of the map type name (above the column headers). A dialog box will appear with 3 fields and a checkbox:

• Type - The map type the new funnel stage will be added against. This cannot be changed
• Name (Mandatory) - The Name of the sales stage. This value is displayed on the campaign funnel
• Description (Mandatory) - The new sales stage definition. This is displayed on the campaign funnel
• Top of Funnel? checkbox - Flags the sales stage as a top of funnel (TOFU) stage. This flag is used within the Campaign Funnel Report to distinguish between the Top of Funnel (TOFU) and Bottom of Funnel (BOFU).

Ordering Sales Stages

The order the sales stages appear should be in the order you want the sales stages to appear in the funnel. Example: Universe is the top most sales stage so it is the first row in the list whereas WON is final sales stage so it is the last row in the list.

Sales stages can be moved up and down the list using the arrow buttons on the left hand side of each sales stage row.

Mapping Funnel Stages

Now that the funnel stages have been defined it's time to map the EIMS sales stages to the Client and Sirius funnel stages:

• Click the Edit Links button on the right hand side of an EIMS sales stage, a dialog box will appear with a list of the Sirius and Client Sales stages
• Click the checkbox for the Sales stages that match to the selected EIMS sales stage. Example: EIMS Universe matches to the Client Universe however, Sirius does not contain TOFU stages so no stage is selected for Sirius
• The same client stage can be selected for multiple EIMS stages
  • Example: EIMS break down marketing Qualified Leads (MQLs) into multiple stages (AQL, MQL, TAL, and TQL) however, some clients may have a single MQL sales stage. In this case select the MQL client stage for the EIMS stages AQL, MQL, TAL, and TQL

Funnel Stages and Map Types in the Campaign Funnel Report

Benchmarks

The benchmarks tab defines the benchmark types across EIMS, Sirius, and the Client. Each benchmark type defines various cost associated values for the campaign and the relevant values will be used in the Campaign Funnel Report when the the benchmark type is selected in the filter panel (SOW Proposal (Targets) is the default).

Changing Map Types

Benchmarks are configured for each map type (EIMS, Sirius, and the Client). To swap between the different types, click the dropdown next to the Conversion Rate column in the column heads and select the map type from the dropdown.

Cost Per Lead

The Cost Per Lead tab is used for Content Syndication campaigns to determine the cost for the lead (source type for imported data = ContentSyndication).

Every content syndication inquiry in WMS has an "Agency Placement Name", this value must pair with an "Agency Placement Name" configured in the Cost Per Lead tab where a client price per lead and a publisher price per lead has has been set. The client price per lead is used in the Campaign Funnel Report for the cost of Content Syndication campaigns.

Creating a New Item

To create a new agency placement name, click the "New Item" button in the top right corner, a dialog box will appear with 11 fields:

• Agency Placement Name - This value acts as a key value to join the Cost Per Lead data in the funnel configuration to the Inquiry Process in WMS. It's important this value is entered correctly, otherwise the Cost Per Lead values will not be attributed to leads in the Power BI Reports
• Booked Placement Start Date - The date booked for the publisher to start supply of Inquiries
• Actual Placement Start Date - The date the publisher actually started providing Inquiries
• Booked End Date - The booked date for the publisher to fulfil their leads ordered target
• Clients Price Per Lead - The price the client pays for each lead
• Publishers Charge Per Lead - The amount paid to the publisher for each lead
• Publisher - Entity responsible for delivering Inquiries for the configured Agency Placement Name. This is a list of publishers setup on the web platform
• VPO Number - The Vendor Purchase Order (VPO) number assigned to the submitted VPO when the leads were ordered from the Publisher
• Total Leads Ordered - The amount of leads ordered for the Agency Placement Name
• Client Placement Name - The Placement Name assigned by the client (this field is no longer used in the Publisher Reports)
• Segment - The targeted market for the leads ordered from the publisher. This is a list of Target Segments configured within the Segments Tab