Overview
The Milestones feature allows you to analyze how accounts are converting between two account stages, and what touchpoints occur for accounts that are converting.
Things to keep in mind while using this feature
You can set up up to two account stages in a milestone.
Once a milestone has been saved, it will take up to a day for the results to be published. The milestone can be found in each segment, in the 'Milestones' tab on the top right.
The milestone is calculated for a fixed duration of the sale window. This sale window is the same as the sale window configured in engagement scoring for your project. The data is refreshed every two weeks.
The touchpoints consist of the rules from the 'engagement scoring' feature, and a few predefined metrics to show the influence of key marketing and sales activity in driving conversions in a milestone.
There are three modes for each milestone - data driven, mean and median values. Find details for these below.
Glossary
I. Metrics
The milestone analysis is done for your sale window which is configured under Engagement Scoring - URL can be found here.
We refresh this data every week, so that the insights are up to date.
We compute the count of accounts that performed the first account stage, and the count of accounts from these accounts that completed the second account stage.
We also compute the average time taken for accounts to convert from the first stage to the second stage.
You can click on 'Show' to see the influenced touchpoints, along with the count of converted accounts that performed this touchpoint.
The touchpoints are being picked from the 'engagement scoring' feature. Their definitions can be found here. You can add your key engagement events here, and they will show up in some time under the milestone touchpoints.
The numbers in the brackets indicate the count of accounts that converted and performed this touchpoint. This number stays the same even when the modes are switched.
You can hover on a touchpoint to know more about the conversion metrics. This data changes as the milestone mode is changed.
II. Modes
The touchpoints in a milestone can be analyzed in three modes: data-driven, mean, and median. The modes can be switched from the top right of a milestone within a segment.
1. Data-driven Mode:
Setting up Milestones in Factors
The 'Milestones' can be set up in the 'Account Configurations' tab under 'Settings'.
Click on 'Add Milestone', give the milestone a title.
Add 'Account Stages' that define your milestone - ie. lifecycle stages between which you want to analyze conversion. You can add two account stages to define your milestone. Against each account stage, you can add filters that narrow down the lifecycle stage.
Once you are satisfied with the account stages and filters, save the milestone. It will take up to a day for the milestones to be computed and visible in each segment.
Within a segment, you can find the various milestones under the 'Milestones' section on the top right.
