Prerequisites
You'll need CRM admin rights in order to enable the Magic Matrix or configure the Magic Matrix Product Categories.
What's covered in this article
What is the Magic Matrix?
Target customers more strategically based on their purchase history using the CRM's Magic Matrix. With a visual grid of categories and customers, the Magic Matrix helps you build awareness of products that customers haven't bought yet, enabling you to identify opportunities for marketing to sell as many products to as many customers as possible. Campaign Activities can be used to help manage these marketing activities, such as telesales, email marketing (we have integrations with Mailchimp and Spotler), physical mailouts, events etc.
How Does it Work?
The Magic Matrix has four different stages, each with an associated colour so they're easily identifiable on the Magic Matrix Dashboard and elsewhere within the CRM:
Unaware (Red) - Customers who've not purchased from the product category before, and have not yet been included in a Campaign Activity to make them aware of the product category.
Aware (Orange) - Customers who've not purchased from the product category before, but have been included in a Campaign Activity to make them aware of the product category.
Opportunity (Blue) - ANY customers who have a quote for products in a Magic Matrix category will automatically change to Blue for Opportunity
Bought (Green) - Customers who have purchased from the product category within the set Transaction Age. The category Max Transaction Age can be configured here.
The aim is to get as many of your customers to buy as many of your products as possible, so the more green dots on your Magic Matrix, the better!
Using the Magic Matrix
To start moving customers from Unaware to Aware, you'll need to use the Bulk Awareness tool to add them to a Campaign Activity to help drive your marketing effort. Alternatively, you can manually set Companies as Aware of a Magic Matrix Category e.g. if you've mentioned it to them in person/over the phone.
Step 1: Open the Magic Matrix
Open the Magic Matrix by navigating to Sales in the navigation menu, and select 'Magic Matrix' in the drop-down.
Step 2: Choose your Product Categories
Next, use the Categories drop-down to choose up to 20 product categories. You can also use the other drop-downs along the top to filter the results down further for a more precise target e.g. by RFM Segments, Account Managers or Industries. Any applied filters will be saved the next time you visit the Magic Matrix!
Please Note: The Magic Matrix category and filter selection is saved per-user and per-machine basis.
Step 3: Build Awareness
Once happy with your selection, click the 'Build Awareness' button.
Step 4: Make Category Changes
You now have the chance to make any changes to your filters. Based on your current filters, you'll be presented with a count of the number of companies that are in this target list, so by applying additional filters now, you'll reduce this number further.
Once you're happy with your changes, click 'Next'.
Step 5: Decide Who to Target
You can now decide if you'd like to include people who are completely unaware of the product categories selected, those who are aware but haven't yet purchased, or both.
Once you're happy with your changes, click 'Next' (or select 'Back' to go back to Step 1).
Step 6: Add to a Campaign Activity
You now need to select a Campaign Activity to add the targets to. Using the 'Add to Campaign Activity' drop-down, you can choose to add them to an existing Campaign Activity you created earlier, or create a new one now to add them to.
Once you've added the targets to a Campaign Activity, click 'Next'.
Once the Contacts have been added to the email campaign, the CRM will automatically update the Magic Matrix category to make them 'Aware'.
Step 7: Completion
Your Contacts will now be added to the selected Campaign Activity, where you can then apply more filters. For example, at the Campaign Activity level, you could choose to only include Contacts who are subscribed to your marketing communications, or only include one Contact per Company.
The time it takes to add the targets to the Campaign Activity will depend on how many Contacts are in the list.
To learn how to use your Campaign Activity to generate quality leads, take a look at our article here!
Assigning an Opportunity to a Magic Matrix Category
To move a customer account to 'Opportunity' (Blue), you'll need to assign your Opportunities to a Magic Matrix category.
Step 1: Create an Opportunity
Create an Opportunity or go to an existing one in the CRM.
Step 2: Add Magic Matrix Categories
Scroll down to the Categorisation section on your Opportunity, then select the 'Choose Items...' button under Magic Matrix Categories.
Step 3: Choose Categories
You can then search for and select the relevant Magic Matrix categories that this Opportunity is associated with.
**TIP**: You can select multiple categories in one go using the tick boxes if the Opportunity is associated with more than one Magic Matrix category.
Exporting Magic Matrix Data
It's also easy to add Magic Matrix data to Reports for you to review or export to Excel.
You'll need CRM Export List rights to export a Report
Step 1: Build a Magic Matrix Report
Navigate to All Reports and create a new Report. To report on the Magic Matrix, the entity you will want to use is Magic Matrix Status. This will provide you a Report on all Customers and what status (ie. Aware) they are for each category.
You can now add all the relevant fields you wish. To get Company data, you'll need to expand 'Sales Ledger' to find 'Default Company'.
If you notice a Status is blank, and doesn't contain any data, that means the Customer is unaware of that Category.
Step 2: Save and Export Report
Once you are happy with the data in your Report, save the report and export to Excel using the further options menu!
Please note: you must have saved the Report for 'Save to Excel' to display.
