The Path Analyzer is an application that allows you to view
You can create new Path Analyzer maps to track the paths that contacts have followed from specific channels or campaigns, or to particular goals or events
You can also gain insight into which paths to certain experiences provide the highest engagement value level, and which paths can be optimized.
Optimization recommendations can help you refine your marketing strategy, and help you with how you present content to your contacts, enabling you to convey your content in a more meaningful way.
You create and configure new Path Analyzer maps in the Marketing Control Panel.
- In the content tree, in the Marketing Control Panel, expand the Path Analyzer node.
- Expand the Maps node, and then click Default maps. Expand the Global maps node, then select one of the following seven categories to create a new Path Analyzer map.
Page maps are built from sequences of page visits within a given interaction. There are a few subtypes for Page maps available by default, and they let you create a page map focused on a particular interaction attribute.
Goal maps are maps configured around converting a specific goal. This is convenient for users who want to see maps of interactions leading to the selected goal. Goal maps disregard pages that were visited after a particular goal was reached.
A map configured to show the paths that contacts take to download or interact with a particular digital asset, such as a PDF file or video. An asset map disregards pages that were visited after a particular asset was downloaded.
A map that shows path experiences for contacts coming from a specific campaign.
Channel maps let you create a page map for all interactions from a particular channel.
Experience maps can include other interaction attributes, such as channels, campaigns, goals, events and outcomes. They also let you focus on more high level path analysis than the more detailed page maps.
Outcome maps let you create a page map leading to a particular outcome.
- After you have selected a category, on the Home tab, in the Insert group, add a new path map, for example, Goal Map. In the Message dialog box, enter a name for the map, then click OK.
- In the right pane, on the Content tab, in the Options section, click the Target Goal/Asset/Campaign/Outcome/Channel field. This opens up a content tree directory. Click the item you want to associate with this map.
- On the Content tab, in the Scope section, click Edit Rule to open the Rule Set Editor. In the Rule Set Editor dialog box, select the rule you want to associate with your experience map. Once you have configured the actions and conditions for the rule, click OK. In this example, the Facebook Like goal is being associated with the new map.
- To deploy the new map, on the Review tab, in the Workflow group, click Deploy and then click Save.