Whether you have small, modular-level campaigns or monolithic campaigns that do way too much, there’s a common challenge.
How do you Trace the Intended Flow of a Contact Between Campaigns?
By knowing this, we can identify which campaigns are virtual dead-ends rather than part of an integrated approach to market more of our products. We can also identify orphaned campaigns that lack an external entry trigger that will ever fire
Start with a sample Use Case:
Let’s imagine a scenario like the one below with five independent campaigns. Drawn out here, we can see the indented flow between campaigns. However, when there are a large number of campaigns, or perhaps you inherited the Infusionsoft account that you are now responsible for managing, how do you figure this out? And once you do figure it out, how do you document it so that it all makes sense?
Why Understanding Dependency Matters
How many times have you seen a campaign fire off unexpectedly, only to wonder “Where was that tag applied?” Your current options are to:
- Look at an individual contact who took that pathway
- Look at the campaign history for that contact.
- Hope that the application of the trigger/tag in question has not scrolled off the bottom already.
- Go inspect the campaign that applied the trigger that launched the second campaign.
To do that for the whole constellation of campaigns would be prohibitively time-consuming and difficult. Conversely, when looking at an individual tag, especially if it’s a “trigger” tag designed as a goal in another campaign, how do you see the scope of what campaigns are going to launch downstream?
Often, we’ll just create more tags that we have control over rather than taking the time to understand and re-use existing ones for their intended purpose. This is the problem that displaying a campaign dependency report is designed to solve.
How InfusionAudit Displays Campaign Dependency
The report starts with a “Target campaign” that you are viewing. From there, the upstream campaigns are those that can launch the target campaign. That can be from aplying a tag, or because purchasing a product was the end-goal of one campaign, and delivery was the starting point of another.
Similarly, the downstream campaigns are those that can be initiated by action taken within the target campaign.
Also, for both up and downstream campaigns, you can select “View Dependencies to make that the new “target” campaign walk a longer chain of campaigns up or down.