The Opportunities dashboard gives you a real-time view of your contacts based on eRFM score; a combination of customer persona and engagement level. From this, we create opportunity groups ranging from Most engaged champions to Lightly engaged non-customers.
You can then selectively target these opportunity groups with your marketing campaigns.
Before you start
Things you need to know:
We recommend you check out the article Understanding eRFM, the decision window, and scoring before using the opportunities dashboard.
Find the opportunities dashboard
Go to Audience > Personas.
Select the Opportunities tab.
The opportunities dashboard is split into two sections:
Opportunity overview and actions
This is the top section of the opportunities dashboard.
Contact information (left-side)
Contacts
This is the number of contacts in your account.Opportunities
The number of contacts across all the opportunity groups.
Not all contacts are opportunities, for example, contacts with zero engagement.
Non-engaged
The number of contacts with zero engagement.
Opportunity ideas
Opportunity ideas let you narrow down your opportunity targeting by three criteria: contact type, where the contact is in the purchase phase, and their level of opportunity intent.
Learn how to use the opportunity builder under Using the opportunity builder.
Actions
Use actions to create a segment from your selected opportunity group.
Learn more about using actions under Create a segment from an opportunity group.
Opportunity tiles
The opportunity tiles represent your various opportunity groups. Each tile has a name and a number that represents how many contacts are in that opportunity group.
On the X-axis (horizontal) the engagement levels increase from Lightly engaged to Most engaged.
On the Y-axis (vertical) the RFM personas increase from Inactive to Champions.
Create a segment from an opportunity group
Select the opportunity tiles you want to create a segment from. You can select multiple tiles, rows, columns, all tiles, or use the Opportunity builder.
Select ACTIONS in the top right.
Select CREATE SEGMENT.
For Segment name, enter a name for your segment.
Select APPLY to create the segment.
To find your new segment, go to Audience > Segments.
Using the opportunity builder to find opportunities
The opportunity builder helps you narrow down your opportunity targeting by three criteria: contact type, where the contact is in the purchase phase, and their level of opportunity intent.
1. Use the opportunity builder to create an opportunity group
On the Opportunities dashboard, select ADD OPPORTUNITY IDEA.
For Pick an opportunity idea, select options from each of the targeting criteria.
For Contact type, choose to target Customers or Non-customers.
For Purchase phase, choose Inactive, Lapsing, or Active depending on where in the purchasing journey you want your target contacts to be.
For Opportunity intent, choose Emerging, Strong, or Very high depending on how close to purchasing you want your target contacts to be.
Once you select your criteria, you see the opportunity ideas for your selections. Choose the idea (opportunity group) you want to target, then select SAVE SELECTION.
You can now create a segment based on this opportunity idea.
2. Create a segment from your opportunity group
After selecting an opportunity group, select ACTIONS in the top-right.
In the Opportunity actions side panel, select CREATE SEGMENT.
For Segment name, enter a name for your segment.
Select Apply to create the segment.
To find and use your new segment, go to Audience > Segments.