Configuring Activities

This section explains how you can configure Uptempo Campaign Management to reflect the way your organization defines, plans, and measures marketing activities.

As an administrator, you can:

• Set up the different types of marketing activities that your organization uses

• Create a hierarchical structure to organize your activities, such as into plans and campaigns

• Define the kinds of data you want to record in relation to your marketing activities to support effective planning and reporting

• Configure how you want to measure the effectiveness of your marketing activities, such as their impact on your funnel, or which KPIs you track

• Customize Uptempo Campaign Management to suit your organization's needs and preferences

Overview of the configuration process

If you're setting up Campaign Management in a new Uptempo instance, we recommend the following order of operations:

Step 1: Create attributes

Begin by creating attributes to record the types of data you want to track on your marketing activities.

An attribute is a structured piece of data that describes some aspect of a marketing activity. You use attributes to capture key details about the activities in your marketing plans in a consistent way, such as:

• Objectives

• Status

• Geographic region or market

• Target segment or persona

• Marketing channel

• etc.

After you create an attribute, you can use it on your activities to ensure that the attribute's data is captured whenever activities are created.

To learn about attributes and how to create and manage them, see Configuring Activity Attributes.

Step 2: Build the activity hierarchy

The next step is to set up your activity hierarchy to define the kinds of marketing activities you plan and track, and how they are organized.

The activity hierarchy structures your activities multiple levels, where broader "parent" activities sit above more detailed and specific "child" activities. This structure reflects the way most marketing teams organize their work: by building high-level plans that are divided into larger initiatives, which in turn are made up of low-level actions that contribute to the .

To build your activity hierarchy, you:

1. First, create activity type groups to organize similar and related activity types for easier management

   • To learn how to set up and manage activity type groups, see Configuring Activity Type Groups

2. Then, create activity types, predefined templates to standardize the way different kinds of marketing activities are planned and tracked

   • To learn how to setup and manage activity types, see Configuring Activity Types

3. Finally, create activity rules to define the parent-child relationships between activity types in your hierarchy

   • To learn how to set up and manage activity rules, see Configuring Activity Rules

To learn more about the activity hierarchy see The Activity Hierarchy.

Step 3: Set up activity access controls

With your activity hierarchy in place, it's important to determine who in your Uptempo environment can access your marketing activities and their associated data. To do that, you set up activity access controls.

Activity access controls are used to define exactly who (users) can access what (activities and their data) and how (the permitted actions). Setting up access controls helps to protect sensitive or privileged information, and prevents unauthorized changes to ensure the integrity of your marketing data.

To learn more about how activity access controls work, and how to set them up, see Activity Access Controls.

Step 4: Configure measurement tools

After you have defined how your marketing activities should be structured, the next step is determining how you want to measure their performance.

There are two ways to measure your marketing activities in Campaign Management: Impact Modeler, and Key Performance Indicators.

• Impact Modeler lets you model the effect of your activities on your demand funnel. For each activity, you can enter assumptions for factors like conversion rate and velocity between stages and the expected deal size, and Impact Modeler generates revenue projections to show how your marketing activities are driving revenue.

  • To learn how to set up and use Impact Modeler, see Impact Modeler.

• Key Performance Indicators (KPIs) are essentially a special type of attribute that you can add to activity types to record performance metrics of your choice. On activities, you can enter both planned and actual KPI results, and track and compare them over time.

  • To learn how to set up and manage KPIs, see Creating and Managing Key Performance Indicators (KPIs)

Step 5: Customize preferences and other settings

Finally, configure the various customization settings available to adjust Campaign Management according to your organization's needs. You configure things like your primary planning currency, predefined activity views, color-coding, and more.

To learn how to configure Uptempo Campaign Management preference settings, see Customizing Campaign Management Preferences.