Key Concepts in BlueConic Lifecycle Orchestration
Terms you need to get familiar with BlueConic Lifecycles:
|Completion criteria||Completions||Criteria||Customer journey||Drops/Dropouts|
|Edit mode||Lifecycle orchestration||Lifecycles reporting||Priority settings||Progressions|
In BlueConic Lifecycles, completion criteria refer to the actions, objectives, or profile properties that qualify a profile as having successfully completed, or entered and exited, the lifecycle. For example, in a customer acquisition lifecycle, the completion criteria might be making a first purchase.
In BlueConic Lifecycles reporting, the completions metric shows the number of profiles that have successfully met the completion criteria set for the lifecycle and have experienced at least one lifecycle stage touchpoint.
In BlueConic Lifecycles, criteria are the specific profile properties, group properties, segments, or objectives that qualify profiles to enter the lifecycle. For example, the criteria to enter a renewal subscription lifecycle or stage might include 'customers that have been a subscriber for a specific amount of time' or 'customers that are within a specific distance to renewal date.' You can set several different criteria for each lifecycle – criteria to enter the lifecycle, to enter a stage, and to be marked as having completed the lifecycle.
The term customer journey refers to a story or sequential process that tracks how customers and prospects interact with your brand. Examples of common customer journeys include customer acquisition, cross-selling, upselling, and membership renewal.
In BlueConic Lifecycles reporting, drops or dropouts include the number of profiles that have moved backward from stage-to-stage. Profile dropouts count the number of profiles that drop out of a specific stage and total dropouts count the number of profiles that drop out of the entire lifecycle.
In BlueConic Lifecycles, edit mode refers to the view in the platform that allows you to configure your lifecycles. This is where you can define stages, touchpoints, criteria, priority settings, and more.
The term lifecycle orchestration refers to one-to-one marketing where all interactions with current and potential customers correlate with where they are in their customer journeys. Lifecycle orchestration enables companies to react to customers’ changing behaviors and actions in the moment by presenting custom-tailored, timely marketing messages to them within a matter of minutes or hours.
Lifecycles reporting in BlueConic offers valuable insights to help assess the performance of customer journeys. With Lifecycles reporting, see at a glance how profiles move through a customer lifecycle and which stages have the biggest impact on getting profiles to successfully complete the lifecycle.
In BlueConic Lifecycles, priority settings are configurations that enable you to control the relative importance of dialogues competing for the same position on a channel. BlueConic evaluates the priority in two steps: first, the Lifecycle priority determines which dialogues progress to the second evaluation step, where the remaining dialogues are evaluated against their own dialogue priority.
In BlueConic Lifecycles reporting, progressions show the number of profiles that have moved forward from stage-to-stage.
Lifecycle reentry refers to the process of allowing profiles that have already completed a given lifecycle at least once to go through the lifecycle again. Profiles can cycle through a lifecycle multiple times, if your lifecycle reentry and completion criteria make that possible. For example, if you design a lifecycle for upselling new products, you'll want to encourage customers to reenter the lifecycle to make repeat purchases.
In BlueConic Lifecycles, reporting mode refers to the view in the platform that shows data visualizations for your lifecycle. This is where you can find lifecycle statistics like progressions, completions, and dropouts.
In BlueConic Lifecycles, stages are steps customers and prospects take to progress through a customer journey. Stages are meant to be sequential, but profiles can skip stages or jump to another lifecycle based on their actions or behaviors. Additionally, stages are mutually exclusive, meaning a profile cannot belong to two stages at the same time within the same lifecycle. Should a profile meet the criteria for more than one stage, they will be placed in the highest-numbered stage that is further along in the lifecycle.
In BlueConic Lifecycles, a threshold limits the number of touchpoints that can be shown to each profile in a given time period, such as weekly, monthly, or quarterly. For example, to reduce campaign pressure, you could add a threshold setting that limits the number of touchpoints to 5 per month.
In BlueConic Lifecycles, touchpoints are marketing interactions that are assigned to each stage of a lifecycle. They support each individual customer journey by presenting only relevant information. You can include BlueConic dialogues and connection goals as Lifecycle touchpoints. Examples include emails, forms, and notifications.
In BlueConic Lifecycles, transitions are the number of profiles that have either progressed forward from stage-to-stage or dropped back to earlier stages.