Shows, how often the campaign was the last contact in the customer journey.
Mapp Intelligence differentiates between 3 status within the customer journey:
Conversion Initiator
Conversion Supporter
Conversion Transformer
If the customer journey only consists of one campaign contact, this is assigned as "Conversion Transformer".
Example 1 Contact Customer Journey: Display
Status | assigned Campaign |
|---|---|
Conversion Initiator | - |
Conversion Supporter | - |
Conversion Transformer | Display |
If the customer journey consists of two campaign contacts, "Conversion Initiator" and "Conversion Transformer" are assigned.
Example 2 Contacts Customer Journey: Display > Affiliate
Status | assigned Campaign |
|---|---|
Conversion Initiator | Display |
Conversion Supporter | - |
Conversion Transformer | Affiliate |
If the customer journey consists of at least 3 campaign contacts, "Conversion Initiator", "Conversion Supporter" and "Conversion Transformer" are assigned.
Example 3 Contacts Customer Journey: Display > Newsletter > Affiliate
Status | assigned Campaign |
|---|---|
Conversion Initiator | Display |
Conversion Supporter | Newsletter |
Conversion Transformer | Affiliate |
Further information
Training chapter Basic Metrics