About Initiative Hierarchies

Initiatives form an initiative hierarchy when one initiative is configured as a sub-initiative to a parent initiative. An initiative hierarchy can be used when a program is targeted at several market segments, or when different market segments each require a unique marketing effort to be executed. Initiative hierarchies can be up to five levels deep.

The following is a general example of a multi-level initiative hierarchy:

Level 1 could be a “strategy” initiative.
Level 2 could contain multiple campaigns. Each campaign can have a different way of marketing the strategy.
Level 3 could define multiple marketing efforts. Each effort can have a different method for marketing the campaign.
Level 4 could contain market segments that are the targets of a marketing effort.

Note: The terms used above are just for the example. Your implementation would define the actual terms used for the levels in an initiative hierarchy.

A parent initiative may be set up for reporting purposes, in which case you could choose to configure the initiative so that no leads are generated for it. For example, a “strategy” may not have eligibility criteria or lead event type profile defined against it. It may simply have sub-initiatives to define segments, and those segments could be the initiatives for which leads are generated. Reporting is able to be performed at the multiple levels in order to summarize the effectiveness of the sub-initiatives.