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Incorporate goals into a Campaign

 

Incorporate Goals into a Campaign

To gain insight into campaign success, you can incorporate up to four campaign goals with varying attribution windows. An attribution window is a time period during which a user might achieve a goal. Goal achievement for a given action can contribute to campaign success.

In this topic:

What Are Goals?

A goal is an approved and tracked event of interest such as checkout or purchase. If your Adaptive or Lifecycle campaign includes multiple goals, RevIQ requires that you specify a weighed primary goal to distinguish it from additional goals. On the All Campaigns page, the Goal Uplift column displays a comparison of the messaged group's average achieved goals versus the control group. The Campaign detail page provides an itemized count of Goals Achieved as well as a Goal Uplift chart for each goal. Goal Uplift charts show the uplift of achieved goals over baseline. You can also toggle from Goal Uplift to Data to display the number of goals achieved per 1000 messages.

RevIQ

RevIQ intelligently optimizes campaigns across send time, messaging, and conversion time. RevIQ features three types of optimization:

  • SendOptimally
  • Message Optimization
  • Time Optimization
SendOptimally
Uses historical data to message users on the device they are most likely to be using at the time they are most likely to be using it. SendOptimally weights times where previous goals have been achieved more heavily than just user usage time. This targets times users may be more likely to achieve goals.
Message Optimization
Uses machine learning to distribute the message producing the highest number of engagements. If no goals are selected, message optimization learns the best message for engagement. If a campaign has goals, message optimization selects the best message for primary goal conversion.
Time Optimization
Uses machine learning to discover the ideal time for a conversion push. With Time Optimization, 98 percent of the users who organically achieve a campaign goal do not receive a message. This avoids messaging those who would have achieved the goal with no messaging; for example, a user continuing to shop after moving to cart. Kahuna messages the remaining two percent of users according to the specified interval for the campaign (minutes, hours, or days). Intervals with the highest conversion rate receive more messages until a definitive winning time is selected. Kahuna messages all the users who have not achieved the goal after the 98 percent organic conversion time has passed.

Each type of RevIQ is only available for specific campaign types. This chart shows the available types for your current campaign.

Conversion Goal Logic

Conversion campaigns employ logic for the primary goal, or conversion goal. This dictates when and how Kahuna sends messages.

If, after a start event (such as Add to Cart), a user has not achieved the primary goal (Purchase) within a given interval (minutes/hours/days), Kahuna sends a message.

When you enable RevIQ, the elapsed time from the start event to organic primary goal achievement by 98 percent of campaign users determines the message send time.

After RevIQ sends a message, it weights subsequent messages according to the time and message with the most primary goal achievements.

Add Goals

As you create a new campaign, a pick list displays the goals available for incorporation into the campaign. Each goal has a predefined attribution window. Kahuna Customer Success can change the size of any attribution window. You can add up to four goals for each campaign.

Adaptive Campaigns

To add goals to your Adaptive Campaign:

  1. Activate the Edit Goal panel.

  2. Click Add primary goal. The Primary Goal pick list appears.

  3. Select a primary goal.
  4. Click Add another goal. The Additional Goals pick list appears.

  5. Select an additional goal.
  6. If you want to add more goals, click Add another goal for up to another two goals.
  7. Click Next.

When your campaign creation process is complete, click Launch. To see the status of your new campaign, select All Campaigns in the navigation pane and click the Adaptive button.

Conversion Campaigns

To add goals to your Conversion Campaign:

  1. Activate the Edit Goal dialog.
  2. Click Add primary goal. The Primary Goal pick list appears.

  3. Select a primary goal.
  4. Click Add another goal. The Additional Goals pick list appears.

  5. Select an additional goal.
  6. If you want to add more goals, click Add another goal for up to another two goals.
  7. Click Next.

When your campaign creation process is complete, click Launch. To see the status of your new campaign, select All Campaigns in the navigation pane and click the Conversion button.

Lifecycle Campaigns

To add goals to your Lifecycle Campaign:

  1. Activate the Edit Goal dialog.
  2. Click Add primary goal. The Primary Goal pick list appears.

  3. Select a primary goal.
  4. Click Add another goal. The Additional Goals pick list appears.

  5. Select an additional goal.
  6. If you want to add more goals, click Add another goal for up to another two goals.
  7. Click Next.

When your campaign creation process is complete, click Launch. To see the status of your new campaign, select All Campaigns in the navigation pane and click the Lifecycle button.

One Time Campaigns

To add goals to your One Time Campaign:

  1. Activate the Edit Goal dialog.
  2. Click Add primary goal. The Primary Goal pick list appears.

  3. Select a primary goal.
  4. Click Add another goal. The Additional Goals pick list appears.

  5. Select an additional goal.
  6. If you want to add more goals, click Add another goal for up to another two goals.
  7. Click Next.

When your campaign creation process is complete, click Launch. To see the status of your new campaign, select All Campaigns in the navigation pane and click the One Time button.

View Results

As your campaign runs, you can periodically check the status of the campaign goals uplift. You can see goal uplift at a glance on the All Campaigns page.

To see stats for your goal data, select a campaign from the list on the All Campaigns page. The Campaign Details page provides a tally of Goals Achieved, a chart of Engagement Rate By Groups, and a chart of goal uplift for each goal.

The Campaign Details page provides a number of tables and charts for summarizing campaign data. For goals data, this page provides an itemized count of Goals Achieved as well as a Goal Uplift chart for each goal. Goal Uplift charts compare successful user motivation (achieved goals) to unsuccessful motivation (baseline). You can also toggle from Goal Uplift to Data to display the number of goals achieved per 1000 pushes.

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