One of the best diagnostic tools available within the OneView product is the ability to see Prospect Events. This gives you an overview of the history for any given prospect and lets you see the history of their interactions with your marketing automation process. Use the filters to see what information is most relevant to your current interests for that prospect. I use it every day when helping customers track down questions they may have like “Why didn’t this lead flow work as expected?” or “How did this prospect end up on this list?”
WebPage Views
You can see a history of what pages the prospect has visited. You can also see Page Title, what page they came from, information about the machine they were using to visit your site, IP address, and even screen size. Although these individual details are not compiled in a report (yet), you can get an idea of the path that people take once they hit your site, common browsers, and even how much of your site they most likely see at first glance, based on screen size.
Form Registrations (List Imports)
See which forms the prospect has filled out over time, and get details on which values were provided on that form. This also includes and information uploaded via CSV import or automatic import from Salesforce.com LoopFuse keeps only the most recent data for any given field in the “Summary Profile” for a prospect so this can be useful if you’re investigating when a new value might have been provided.
Email Activity
Although this information can be found on the Email Campaign details, it’s also provided here to help give you a clearer picture of the time-line involved with user/email interaction. You can see when an email was sent from the system, how many times they opened the email, links clicked, and even forwards.
CRM Activity
Find out when the prospect was exported to Salesforce.com. You can see the data values that were passed for our system, see what CRM assignment rules have been set on export, whether an activity was created, score updates, or even if there was an error on export that prevented the record from making it to Salesforce.com
LeadFlow activity
Understanding how your prospects flow through your different processes is essential. Filtering in LeadFlow nodes will let you see when each node is triggering and what the result is, helping you diagnose potential problems. Nodes are color coded so you can see when a prospect enters, triggers a node, or exits a flow. This example shows the prospect entering the flow called “FreeView Signup”, triggering the Export to CRM node, the email send, and then a pause node. This is very useful in helping visualize the path your prospects take in your OneView flows.
Scoring Activity
You can see the overall score on the Prospect Summary page, but the Events page lets you see when those individual events happened.
Custom Events
Recently added to the Prospect Events screen, Custom Events allows you to see what actions users are taking within your product. See our press release and API documentation for more information on Custom Events.
List Activity
This can be used in conjunction with form registrations / list imports to give you an idea of when data values may have changed. This will help you in finding out how a prospect may have ended up in a given segmented list.
Richard Murdock (@shinyranger) is the Senior Manager of Customer Support at LoopFuse. Our goal is to make sure you have the best experience possible with our products.
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Tags: custom events, email activity, form registration, lead nurturing, Lead Scoring, list management, Marketing Automation, prospect events, prospect tracking, Salesforce.com Integration
