This is a powerful capability, as it allows you to define filters that look very precisely at a person's activity. This can be used for many marketing options. For example:
- To discover a list of people who had clicked through any email from the Newsletter series within the last 3 months, for targeting with a special offer
- To define a lead scoring system that gives 5 points for a Newsletter email clickthrough, but 10 points for a Case Study email clickthrough
- To sub-segment a Contact Group to remove people who had already visited a Hypersite or submitted a specific form
These filters can be used from all areas of the application; in designing feeders to add contacts to Programs, in decision rules within Programs, when manipulating Contact Groups to define a report, or when defining a Distribution List for a marketing effort.
Be sure to experiment with the new granularity on Activity-Based Filters, as many rules can now be expressed with the ability to look at activity at the level of individual forms, emails, or Hypersites.