Sales and Marketing Automation and Customer Ladder

• Conversion Funnels - Set up Analytics on specific Conversion Event workflows
• Customer Ladder Analysis - In-depth analysis on all Customer Ladder activities

Beyond Sales, Marketing and Process Automation, Customer Ladder and Conversion Events are often used for additional levels of Customer Tracking and Analytics - so we can break down customer behaviour into very finely monitored and controlled workflows.

This system is being evolved and developed all the time, with further Trigger Events added. All Affino sites can benefit hugely by deploying Customer Ladder and Conversion Events. Do note that this is resource heavy, particularly on the logging side, and must be deployed judiciously or data storage costs will increase significantly.

Customer Ladder Profiles are very simple to set up, Conversion Events because of their incredible power have an inherent degree of complexity and a number of dependencies with other Affino system components. The process is two-step, although the Second step consists of setting up numerous Conversion Events and we suggest you phase these in. No site out there is deploying all 55 yet, but there are a number of Affino sites which are very advanced in their use of Conversion Events.

• Name - Enter reference Name for this Customer Ladder
• User Profile - Select to which User Profile this Customer Ladder applies
• Engagement Level Timeframe - Enter number of weeks for which member’s activity is accrued within the Customer Ladder - typically set to 52 weeks = 1 year

• Points Timeframe - Enter the number of weeks for which a member’s points are accrued within the Customer Ladder - typically set to 52 weeks = 1 year
• Conversion Events - Select which Conversion Events apply to this Customer Ladder, you can assign Customer Ladder from Converions Events also

Identifying and Tracking users

Affino identifies and tracks three variants of users:

Unknown users - Users who are navigating through the site as a guest, Affino doesn't know who they are.

Identified users - Users who enters the site from a Message Campaign. They are still navigating the site as a guest but, since they come from a Message Campaign, we know who they are.

Also, Identified users are ones who have agreed the Terms and Conditions which include tracking, so are tracked whether or not they're logged in. this means that most triggers are fired off for identified users whether or not they're logged in.

Authenticated users - Users who have logged into the site.

Conversion events work for Identified and Authenticated users.

For more information, please refer to the FAQ: Do conversion funnels work with guest users?

Conversion Event fields and options:

• Name - Enter reference Name for Conversion Event 
• Customer Ladder - Assign to relevant Customer Ladder/s 
• [_] Public - Select for Badges to appear publicly on Public Profiles and Badge Display DEs 
• Badge Name - The Public Display Name for the Badge - what the user sees when Badges are Public 
• Description - Notes really about purpose and aims for this Conversion Event 
• Badge Achieved Icon - Select ’On’ Image for Badge achieved status 
• Badge Not-Achieved Icon - Select ’Off’ Image for potential Badge 
• Badge Sort Order - Select Display Order for Badges for public display - Profile, DEs etc. 
• Points - Enter Points number which user is rewarded with for achieving badge / task - e.g. - 5 or 10 
• Event Type - Customer tree is arranged by 5 incremental aspirational statuses: Suspect > Prospect > Customer > Regular > Advocate. Conversion Event tasks are assigned to category type for analysis and tracking 
• Trigger Event [Select] - Affino has the following Conversion Events and Tracking for the following user variants:
• Frequency Scale - each time | 1st | 2nd | 5th | 10th | 25th | 50th | 100th | 250th | 1000th | 2500th
• Topic Assignment [Select] - Select which Topics apply
• Member Types - Tick whichever Member Types apply to Conversion Event
• Notification Recipients [Select] - Select which Users receive Notifications of Conversion Events triggered
• Include Shopping Basket in Notification - Include details of Shopping Basket in notification message
• Include User Information In Notification - Enter the text and placeholders that will be sent in the email notification. The following placeholders can be used: [_First_Name_], [_Last_Name_], [_Email_], [_Job_Title_] [_Company_], [_Address1_], [_Address2_], [_Town_City_], [_County_State_], [_Postcode_Zip_], [_Country_], [_Member_Type_], [_User_Code_]. You can also add demographic data fields by appending the data field name of the demographic field to [_Dg_{{DataFieldName}}_], e.g. [_Dg_FavoriteColor_]. Note: HTML formatting should not be used in this field.
• Integration Script - Select Custom Intergation Script to interact with Conversion Event trigger
• Excluded Security Groups [Select] - Select which Security Groups you don’t wish to trigger this Conversion Event
• Log Conversion Event - Select to Log / store data for this Conversion Event for analytics purposes, some require, this some don’t
• Excluded Logging Security Groups [Select] - Choose which Security Group members activites are not logged for this Conversion Event
• Maximum Events Logged - Enter limit for maximum number of events logged per user - e.g. 100
• Maximum Timeframe - Enter the Maximum Timeframe in days for how long you wish to record user logs -e.g. 365 = 1 year
• Secondary Conversion Events [Select] - You can daisy-chain Conversion Events together into a sequenced workflow where one triggers another etc.
• Required Conversion Events [Select] - Select one or more Conversion Events which have to be triggered first before the current one is activated
• Blocking Conversion Events [Select] - Select Conversion Events which prevent this one from being Activated - i.e. customer has engaged in alternative worklow / activity
• [_] Send My Message - Select to send Personalised Me Message to user upon triggering of this Conversion Event
• My Message Sender [Select] - Select Message Sender User 
• My Message Title - Enter Title of Message
• My Message Content - Enter content for Message to be sent to User
• Delay Actions - Enter amount of time in hours between Event Trigger and Message being sent out
• Add to Contact List [Select] - Select Contact list to be populated with Users who Trigger this Coneversion Event
• Add to Security Group - Select Security Group to be populated with Users who Trigger this Conversion Event
• Remove from Security Group - Select Security Group from which Users who trigger this Conversion Event will be removed
• Security Group Timeout - Enter the number of days until the incentive security group membership times out. If you enter Zero then it will not time out
• Content Subscription Section [Select] - Select Content Subscription Section which will be populated by Users who trigger this Conversion Event
• Content Subscription Frequency - Select default Freguence for Content Subs - Real-Time | Daily | Weekly | Monthly
• Store Credit Points - Enter Store Credits earned by triggering this Conversion Event
• Add to Mailing List [Select] - Select Mailing List to populate with Users who trigger this Conversion Event
• Security Clearance - Assign Content Security Right to Conversion Event, only users with same corresponsing Right can trigger Event

Conversion Event storage limit:

We set a limit of storing the last 1,000 of each type of conversion event logged per user. 

Note: The default is set to store the last 10 of each type when creating a new one, but this can easily be extended to 1,000. 

Please bear in mind that the "Cancelled Subscription" conversion event will only trigger if the subscription is cancelled from the My Account page by the subscriber. This is done on the display side (front end). It will not trigger if you change the "Renew Action" to "Cancel" from the Subscription detail (edit) page, which is on the Control Centre.

• We suggest as part of running an Affino Site you set up dummy test accounts per User category / Security Group - so you can test each Conversion Event you set up
• Note the time Delay Actions when triggering Events before you jump to check the outcome
• Be very judicious in checking User’s Security Group and Security Rights in terms of how the Conversion Event has been set up
• Keep it as simply as possible! There is a temptation to overcomplicate and over-daisy-chain elements here, which make for very difficult problem solving when things don’t work
• Most issues with Conversion Events come about via logic bombs - where the defined characteristcs might unwittingly exclude all or too many users