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Defining an Awareness_ Leads_ or Downloads goal

The goal of an Initiative is what should be achieved when the visitor exits the Initiative. You can define a brand awareness goal, lead generation, or downloads goal.

About this task

An Initiative must have a goal (also known as the Target Asset) to be valid. You can define the following goals:

  • a brand awareness goal is designed to drive visitors to view a specific Asset, for example a product page or a brand landing page. The Initiative is deemed successful if a prescribed number of visitors viewed the Target Asset.
  • a lead generation goal is designed to get visitors to enter his or her details. The Initiative is deemed successful if a prescribed number of visitors subscribed by entering their details. (A lead generation goal requires that you must have SDL Audience Manager Installed).
  • a downloads goal is designed to get visitors to download a specific Asset such as a PDF or executable file. The Initiative is deemed successful if a prescribed number of visitors downloaded a specific Multimedia Component such as a PDF or movie file.

Procedure

  1. Open an Initiative.
  2. Select the Goal tab.
  3. Define the goal of the Initiative:
    • Select Awareness from the drop-down list and enter the number of views you want to achieve of a selected Asset in the life span of the Initiative.
    • Select Leads from the drop-down list and enter the number of leads your want to generate of a selected Asset in the life span of the Initiative.
    • Select Downloads from the drop-down list and enter the number of times you want visitors to download a selected Asset (Multimedia Component) in the life span of the Initiative.
  4. Save the Initiative.

Results

You have specified the goal of the Initiative. The Asset that is the goal of the Initiative is marked with a flag icon:
IconMeaningDescription
Target AssetA Target Asset is the intended exit point of an Initiative (the goal of the Initiative).

What to do next

You can change the goal so long as the initiative is not running (up until the start date).