With journey stages, you define each stage in the customer lifecycle by specifying how stages are based on customer behavior.
Note: If you are an existing customer with customized mindsets, you do not need to configure journey stages. The journey stages report replaces your mindsets report in the Overview dashboard.
To configure journey stages, go to Journey stages > Create. The Journey stages window opens.
- Duration specifies the number of days for the report duration. Enter a duration that is based on the length of your marketing campaign. The default is 90 days.
- Rolling checkpoints specify the number of days that a user stays in a stage after being added to the stage and not generating any more stage events. The stage report shows data for yesterday and backward from yesterday for the number of days specified by the rolling checkpoint value.
Next, configure event criteria, target metrics, and baseline metrics for each stage.
- To specify two attributes for one event, change Event is any of to Event is, select the event in the Event drop-down, an attribute, operator, and value. Add the second attribute by clicking AND. A second event box opens where you select Event is, the same event, the second attribute, an operator, and a value. If you want to remove one of the attributes, click x.
- To specify two different events with one attribute each, change Event is any of to Event is, select the first event in the Event drop-down, an attribute, operator, and a value. Add the second event by clicking Or. A second event box opens where you select Event is, the second event, an attribute for the second event, an operator, and a value. If you want to remove one of the events, click x.
When you are finished specifying events for the aware stage, click Apply.
Next, configure baseline and target metrics for the aware stage. The target shows your customers' progress through a stage and the success of the stage in the customer lifecycle. The baseline is the starting point from which the target is measured. For example, your target for the aware stage might be to increase customers by 5% over the first run baseline. To define a baseline and target for the aware stage, click the Target and baseline edit icon in the Aware tab. The Target and baseline window opens and is populated with default metrics. In Target, enter a value and operator that specify the percentage by which you want to increase customers over the baseline. The default is a 5% increase over the baseline. In Baseline, you can keep the default, which is First run, or enter a value for the number of customers. For example, if you enter 100,000 as the baseline and 5% increase as the target, your target is to increase 5% over 100,00 customers, which is 105,000 customers. When you are done configuring the target and baseline metrics, click Apply.
When you are done configuring Aware, configure the remaining stages: Considering, Deciding, Succeeding, and Loyal. When you are done configuring all stages, click Save. You cannot delete a stage.
Note: A new report is generated anytime you change the configuration by clicking Save.