Measuring the stages of sales and conversion from promotional activities is key to assessing their effectiveness and the speed at which potential customers overcome each stage of sale process. If you get this kind of insight, then the future planning and execution of improvement plans can go much smoothly.One of the most popular and common way to track and evaluate progress is using so-called funnels of pipelines.
Divide the whole process into different stages where each one will have its own criteria, about what potential contact needs to do/have to qualify for it.For example:
Registered newsletter recipient → Downloaded document → Filled form about the offer on WWW → Bought product/service
Or simpler:
sum of every newsletter’s recipient → clicked links referring to e-book → number of downloaded e-books
For each of those stages you can create a different segment with different criteria, and then connect them with a pipeline. And that’s all! You can create many pipelines, and each one of them will automatically refresh itself, so you can always have access to the actual date, and can track on what stage of the pipeline each contact is.
Sales funnels:
First contact/interaction → presentation → sending offer → negotiations → signing contract
Promotion funnels:
Contest registration → confirmation of participation → filling contest questionnaire → receiving promotion email → entering the site with promotion → ordering of promotional product or service
E-commerce funnel:
Adding product/service to cart → confirmation of order → order has been paid for → order has been sent → order has been received
