Canopy Labs Funnel Guide

CanopyLabsFunnelGuide

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TableofContentsSlideDeckDirectory

SLIDE2– INTROGUIDETOCANOPYLABSFUNNELSThe first guide in our introductory series to the Canopy Labs Platform,this deck delves into the Funnel feature. Funnels allow you & yourorganization to identify groups of customers based on granular butcommonly shared journeys.

SLIDE3– FUNNELBUILDINGPROCESSThe Funnel feature is truly a learning by doing tool. Thatbeing said, we break down how to build these funnels tohelp provide insight in the types of questions they cananswer for your organization.

SLIDE11– SAMPLEFUNNELSTo help get you started, we provide examples ofidentifiable customer journeys that may be of interest toyou. These examples are based on the industry-agnosticneeds we’ve solved with our partners.

SLIDE16– ACTIONINGONCUSTOMERFUNNELSGreat, you’ve created your first funnel … now what? Here we describefour common uses of this customer list. If you’re still unsure how toaction on this information, please contact [email protected]. Ifyou’re an existing partner, kindly reach out to your dedicated AccountManager.

CanopyLabs– www.canopylabs.com

IntroductoryGuidetoCanopyLabsFunnelsValueofaDataDrivenCustomerJourney

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CanopyLabsfunnelsenableyourorganizationtoreapthebenefitsofaggregatingdisparatesourcesofdata

Webactions

Emailbehaviour

Onlinepurchases

In-storepurchases

Callcenterdata

Customerreviews

YourCustomerData YourValueProposition

Productand/orServiceOffering

CustomerWants&Needs

WellConstructedDataFramework

PersonalizedCustomerExperience

RightChannel,Time&Offer


FunnelBuildingProcessStepsinUsingtheJourneyBuilder

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FunnelOutput

Actions

Definetheactionitemsthatyouwantincorporatedinthefunnel.Examplesinclude:

• Customactions(e.g.callcenterdata,subscribeactions,etc.)

Customers

Applyfilterstothecustomerlistoutput,examplesinclude:• Anonymity:includeorexcludeanonymouswebvisitors• Tags:limitcustomerlisttothosewhopossessaspecificcustomtag• Demographics:onlymaleorfemalecustomers• Custom(emailaddresscontains @canopylabs.com,current_memberequals1,etc.)

Review

• Viewasummaryofthefunnelcriteria• Provideafunnelnameanddescribethefunneltomake

iteasilyidentifiable

Note:youcansortfunnelsintofolders(seeright)onthefunnelhomepage

• Purchaseactions• Webactions• Comments

• Emailreceives• Emailopens• Emailclicks


FunnelBuildingProcessActions

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Theglobaltimestampisthelimitplacedacrosstheentirefunnel toonlyincludeactionswithinthatrange.Youcanuse(a)notimestamp,(b)fixedtimestamps– 2016/01/01,or(c)relativetimestamps– 7days

SettheGlobalTimestamp

ClickanddragAvailableActions tothesequencescreentodefinetherequiredcustomerbehavioursSelectActionItems

DetermineAttributionWindow Definethewindowoftimefollowingoneactionthatthesubsequentactionmustoccur

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FunnelBuildingProcessPurchaseActions

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Negativepurchaseaction:clickthedropdownarrowtospecifynegativeactions(i.e.Didnotmakeapurchase)

Localtimestamps:similartothe“globaltimestamp”,butonlyimpactsthisspecificaction

Nameofaspecificproductasitappearsinyourdataset

Identifierofaspecificproductasitappearsinyourdataset

SumofalllineitemswithagiventransactionID

Additionalfieldslivingwithinyourpurchasedata– e.g.source:Magentoforonlinepurchases

Additionalfieldslivingatthelineitemlevelforpurchases– e.g.category

Totalpriceforaspecificlineitem

Unitpriceforaspecificlineitem

Numberofunitspurchasedforaspecificlineitem


FunnelBuildingProcessWebActions

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Negativewebaction:clickthedropdownarrowtospecifynegativeactions(i.e.Didnotmakeawebaction)


QuerystringcontainedwithintheURL(UTM_campaign,vote,etc.)

Additionalfieldslivingwithinyourwebdata(e.g.useroperatingsystem)

Referralsiteforawebvisitor(e.g.google,facebook,etc.)

Hostforaspecificwebaction(basedonthesiteswhereyou’veinstalledourwebtracking)

URLforaspecificwebvisitor(valueafterthe“.com”)


FunnelBuildingProcessEmailActions

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Negativeemailaction:clickthedropdownarrowtospecifynegativeactions(i.e.Didnotopenanemail)


Campaignidentifierforaspecificmailout

Additionalfieldslivingwithinyouremaildata(e.g.linkURL)


FunnelBuildingProcessSequences

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Ifyou’dlikeafunneltoreturncustomerswhohavemultiplegroupingsofactions,oroneofaselectionofsequences,youcanbuildafunnelwithmultiplesequences(uptofour).

Allmustbefound: alloftheactionitemsandspecifiedcriteriamustbefoundAtleastonemustbefound: oneofthesequencesmustmatchacustomer’sbehaviour


FunnelBuildingProcessCustomers

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Includeorexcludeanonymouswebvisitors

Onlyincludecustomerswithatag(seeSlide10fortaggingdetails)

Limitcustomerlisttothosewhohavespecificpurchasehistory

Limitcustomerlisttothosewhohavespecificengagement(weboremail)

Limitcustomerlisttothosewhoselastpurchaseand/orengagementoccurredbetweenspecifieddates

Filteroutcustomerswhodonothavedemographicrequirements

Filterbasedonadditionaldatafieldsprovidedduringintegration(e.g.firstname,loyaltystatus,etc.)


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FunnelBuildingProcessDefaultSettings,QueryingValues&FunnelOptimization

DefaultSettings

1. Globaltimestampsettothelastsixmonths2. Anonymouswebvisitorsexcluded3. “ThenAnytimeLater”forpairsofactions4. “Exact”whenqueryingaspecificvalue

FunnelOptimization

Tohelpfunnelsrunasquicklyaspossible,pleasebearinmindthebelowtips:1. Minimizedaterangeintheglobaltimestamp2. Ifpossible,spreadoutfunnelsovermultiple

sequencesinsteadofmultipleactionpairs3. Avoidusinganonymouscustomersunlessnecessary

QueryingValues

Exact: ValueequalsaspecificvalueContains: ValuecontainsaspecificvalueRegex: Pipe-delimitedqueryagainstmultiplevalues– a.*representsacontains+regex• Example:(.*facebook.*|.*twitter.*)

• ThislooksforallFacebook&TwitterreferrersNot: Doesnotmatchaspecifiedvalue(s)

Tagging

• Youcanapplytagstofunnelsonthefunnelhomepage

• Byapplyingtagsacrossfunnels,you’reabletoexportlargersegmentsofcustomersintheCustomers tab


SampleFunnelsEmail&WebAttribution

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EmailOpentoPurchaseAttribution WebActiontoPurchaseAttribution


SampleFunnelsCustomerWinback

12CanopyLabs– www.canopylabs.com

SampleFunnelsAbandonedSite


ActioningonCustomerFunnelsFunnelHomepagePost-Generation


SampleFunnelsCategoryPromotion


Selectthecolumnsthatyouwouldliketoviewand/orexporttoaflatfilecsv

ActioningonCustomerFunnelsFunnelHomepagePost-Generation


ActioningonCustomerFunnelsFourCommonUseCases

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Therearefourprimaryusecasesforfunneloutputs(1) MovethecustomerlistintoCanopyLabs’Reports feature(2) PowertriggeredemailsthroughCanopy(3) InputthecustomerlistintoyourESPtosupplementyourmarketingefforts(4) Useforinternalreporting,forecasting&investigativepurposes

Methodology

• ThisCanopyLabsfeatureallowsyoutoaddcustomerinformation,displaytagsandaggregateactionbehaviourona1:1leveltodiscoverfurtherinsights

• Example: RFMreporting,costofacquisitionanalysis,A/Btestingperformanceofcampaignsbasedongranularcriteria

MoveintoReports1

• Funnelsoftenserveasthebackboneinourtriggeredemailsandaresetuptoautomaticallyregenerateonadailybasis

• Someofourfavouritesare:AbandonedCarts,AbandonedSites,Drip WelcomeSeriesandPersonalized Replenishments

• Ifyou’reinterestedintriggeredemails,[email protected] oryourAccountManager!

CanopyLabsTriggeredEmails2

• AttributionA/BTesting: comparetheperformanceofcampaignsbasedonthe#ofpurchasers

• Optimizemarketingspend: basedonperformance,reprioritizemarketingefforts

• ValidateHypotheses: Gaugethesuccessofactionsequencesbasedonpreconceivedbiases

InternalReporting,Forecasting&Investigation4

• Exportthecustomerlistanduploadintoyouremailserviceprovider’splatformtosendsegmentedemailcampaigns

• Example: awineretailerwantstosendemailsbasedontheircustomerspreferredvarietals,sotheycreatedthefunneldisplayedonSlide15

InputintoyourESP3


ThankYou

Marketing

Canopy Labs Funnel Guide