Campaigns, Workflows, Verticals: how to combine them in Xzazu?

Xzazu works with campaigns, workflows, verticals, categories, and even sources.
How do they combine and how to use them for the best results.
We look at this from lead buyers, lead generators, account contract, reporting, and affiliate perspective.

From the lead buyers perspective

Let's start with verticals. Think of a vertical as a product your selling to your customers.
So, for instance, solar-installation leads, car insurance leads, or home improvement leads.
But take the home improvement leads, maybe they can even be broken down further to floor, painting, etc.
For these type of leads which you can break down to a more specific type of leads, you will sell you may use a virtual vertical and then the sub-vertical:

  • Car insurance
  • Home improvement (virtual)
    • floor
    • painting

But may you want to break down even more in what you sell.
For instance, that it is a precious lead, from a business, the work has to start soon, etc.
You can use categories for this.
Categories are defined based on the value(s) of a lead field and can be public or private.
Categories are defined either in a workflow or in an account contract.

From the lead generators perspective

The basic level is the campaign.
The campaign is a way of collecting leads.
Quite often, this is a website or a form, but of course, this is up to you.
Like with verticals, you can organize them in a tree of campaigns by using virtual campaigns.
Within one campaign, you collect leads for one or more verticals.
A campaign has to have at least one workflow.

In a workflow, you define what fields you are collecting, how you are distributing those leads.
If you use service areas, create lead score rules, or want to predefine categories, you define those as well in a workflow.

You link one or more verticals to a workflow.
But if you have one campaign, but you differ in either the fields, the distribution, the categories, the lead score rules, or the predefined categories between the verticals, you will need more then one workflow in your campaign.

For example:
Let's review the home improvement case discussed above.
You collect leads from your site, which you set as the campaign, for both the painting vertical as well as the floor vertical.
But for the painting vertical, you want to have the required field describing if it is an indoor, outdoor, or combined painting job, while for the floor leads you questions about the surface, the type of flooring, and the kind of substructure.
Then you would have two workflows under the campaign.
The same would apply if, for instance, you want to sell the painting leads three times with direct post, and the flooring leads four times with ping post, you would also use multiple workflows.

If you want to change fields in a published campaign, you have to create a new version. Read more about campaign statuses and versions.

Lastly, if you collect leads for the same vertical where you ask and require different questions, you have to make another campaign.
For instance: You have a web campaign for car insurance where you ask a lot of details and another mobile campaign where you just ask an e-mail address.
You would make one virtual campaign Insurance, with two lead distribution campaigns under it: Web and Mobile. Each with their workflow.

From an account contract perspective

With a contract for an account, you link your customer to a single campaign, a single workflow, and one or more verticals.
In this way, you ensure that any client integration will remain working, and all the correct settings are available for the contract.
If you work with campaign versions, you can limit the version accepted by your contract on the first page of the contract's settings.

From a reporting perspective

In reporting, you can use the full power of your xzazu setup.
You can filter on campaigns, where a virtual campaign will give you all the underlaying campaigns.
If you have more then one version, you can also drill down the versions.
You can further filter on the source, an attribute you can supply when posting a lead.
And filtering on verticals works just the same as filtering campaigns.
Want to know how your partner is performing, just set the appropriate filter.
Even if you want to go to the level of categories, this is no problem.

From an affiliate partner contract perspective

An affiliate partner contract links a partner to a campaign, version, and vertical(s).
Every time you change versions, you have to create a new contract, since the integration might have changed.
Also, be sure to inform your partner if they have different fieldsets for their campaign, version, and selected verticals.