The criteria are used as labels that will enable you to segment your contact base, and thus target it with SAM. This classification is done manually.
The criteria are usually set at the beginning of the project, before the recovery of the contact data. If you need to create new criteria later, you could do it requesting a service here.
A criterion can be:
Visible or invisible on the Internet: If it's not visible on the internet, the criterion will still be visible for operators in the back office, who would fill out the information. However, if its set as visible, when a person would open an account on your internet ticket shop, you'll be able to display a series of questions that that person can fill out, such as: main interests, whether they want or not to receive a newsletter, leaflets, etc.
Applicable both to structures and individuals or applicable only to individuals or structures: The criteria are applied by default to both types of contacts because it is more practical and flexible. However, it is also possible to create a criterion that applies only to one of them.
- Compulsory or optional: All criteria are optional by default, otherwise it would complicate and slow down the creation of a contact file (both on the internet and in the back office). We recommend to choose carefully which criteria you select as compulsory.
- Centralized or by organization: All criteria are visible and can be used by every organization. Therefore, organizations can choose whether to use the same criteria set up or not.
Within the contact file, in the back office, you can attribute a criteria to a contact from a set of predefined options:
...
Once the criteria is selected, a set of different options - also called values, will be displayed depending on the nature of the criteria:
- A list - to select one
- A multi-selection list
- Yes / no or True / false
- Free text: Not recommended if you want to use the field to target contact
When creating a new account through an internet sales channel, the text displayed to the client will be similar to this:
As you can see, in the criteria above there are lists (to select one), multi-selection lists and yes/no options. None of them were made compulsory.