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The answer depends on the Business Goal but could be:
“Improve Improve relevance of content”content
“Improve Improve next best action”action
“Improve Improve online complaints process” process etc
Each of the Initiatives are focusing on a specific element to improve the Business Goal. We need to measure the success of each of these Initiatives one by Identifying and assigning one or more Conversion Rules to the Initiative. Conversion Rules might be:
“PDF Download”
“Complaints registered”
“Website sales”
“Order value”
“Order Size”
“Specific content read”PDF Download
Complaints registered
Website sales
Order value
Order Size
Specific content read
For example, the very end of the sales process may be the conversion rule for the increase cross sell initiative as well as the increase order size initiative, both sit under the increase revenue Business Goal.
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You can have multiple conversion rules for a single initiative and a conversion rule can be mapped to more than one initiative.
Assigning Conversion Rules
To assign a Conversion Rule to the Initiative click on the initiative name under the Business Goal where you want to assign the Rule.
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This mapping does not show within the Opportunity Matrix, which is focused on Influencer Rules, but the information is now available when we start to process customer generated events. We know exactly what success is for each Initiative, Rule and Business Goal.
Success Direction
Your Conversion Rules will create events and we will use these, and the events created by Influencer Rules to measure “Success”. What we also need to understand is what success means for this Initiative.
For “PDF Download”, “Website sales”, “Order value” an increase in Conversion rules is a good thing. Growth is good for these Initiatives.
For “Complaints registered” or “Abandoned baskets” a decrease in Conversion rules is a good thing.
Growth is bad for these Initiatives., More Complaints or abandoned baskets is not a good result.
To set Success Direction against an Initiative click on the Setting button at the top right of the Rule Assigning page and toggle the Combi box to your required value.