IMS Campaign ManagerCampaign Design Workshop SDL Campaign Management Solutions
Introduction What are we going to cover? • Types of Campaigns • Consideration for the Campaign Audience • Conceptual Campaign Designs and Workflows • Campaign Testing
Types of Campaign Campaigns can be broken down in to two types: • List Based • Ad-hoc targeted marketing • Query -> Segment -> Execute -> Analyse • Fixed Period • Typically designed by Marketers • Engagement / Journey • Multiple Phase, Reactive, Dynamic • Indefinite Period • Strategic Campaign • Business Process Lead • Conceptually designed • Testing Phase • Typically designed by Marketing Team and Senior Management
Campaign Audience: List Campaigns • Non-static audiences running over multiple days need to be treated as engagement campaigns, as audience values may changeover time. • Static Audience: Two Approaches (at present!) • Scheduled Start Track • Easy to setup • Recipients which meet the audience criteria will still enter the start track on subsequent days. • Processed recipients may drop out of track totals report. • Fixed Group using Campaign Table • Consistent Reporting • Group can be used for a fixed date comparison. • New “Stop Process” in 2.9 onwards, will help with list based campaigns and continuous event capture. • Lock Inclusion and Waterfall Grid’s in IMS 3.0
Campaign Audience: Engagement Campaigns • Recipient must be kept in the audience for the duration of the campaign. • Days since first order = 7 (Bad, why?) • The recipient will be excluded from the campaign tomorrow. • Will remain in campaign, but marked as excluded and hidden. • You can not guarantee the campaign will be running every day. • Days since first order >= 7 (Good and Bad, why?) • Recipients will remain in the campaign forever. Good! • All recipients with previous orders will be included. If “Welcome Journey”, Bad! • Days Since First Order >= 7 and First Order Date >= Campaign Start Date • A fixed date be used to prevent old recipients from entering the journey.
Campaign Audience: Engagement Campaigns • Consideration for a moving data window: • Try not to use dynamic data in the audience, as recipients will pop in and out of the campaign. (E-mail Opt In = ‘Y’) • Make decisions and filter accordingly in the tracksbetween deployments. • Consideration for paused campaigns: • What if the campaign is paused for a period of time? • Recipients will be picked where they left off, which may be bad for time based offers in a journey. • You may want to design offer expiry dates checks and routing before deployments are made.
Campaign Design Documenting the campaign workflow It is recommend to design your campaign on paper before committing to the building in IMS. This will help with… • Turning initial requirements in to conceptual designs with the client. • Visualisation of high level campaign concepts and scenarios. • Making the client think about the complexities in their campaign designs. • Closing gaps and loose ends.
Campaign Design: Approach When trying to visualise your campaign workflow on paper, we have first start by ignoring a couple of Campaign Manager concepts: • Tracks • Tracks are a function of Campaign Manager and not campaign workflow design. • Translation to physical tracks will be at a later stage. • Do Immediately • No need to document at this stage, as tracks are not being used. • Any links between to actions will be considered “Do Immediately” • Go To Track • No need to document at this stage, as tracks are not being used. • Left to Right design • Helps with giving impression of time and progress.
Campaign Brief • A multi-channel campaign targeting email and direct mail customers. • Must perform a test to see if people prefer the offer by e-mail or direct mail. • Will not be targeting the telephone channel at present, but it may wish to in the future. • After the initial e-mail deployment, if it has not been opened after 7 days, we would like to send them the direct mailing anyway. • The objective of the campaign is to drive a second purchase, so if at any point during the campaign this happens, we would like them to flag and receive no further communications. • Must remain in the campaign for 30 day after their first purchase.
Campaign Design: Workflow Example Variables Stage 1: Campaign Logic First we will set our default variable values. When a recipient enters a campaign this is the first thing that will get set and will be carried out before they enter the start track or any events are polled. A Stage variable is used to store the overall status of a recipient in a multiple wave campaign. Stage = “Start” The recipient also need to have their Stage updated to represent where they are in the campaign. The aim is to prevent duplication and optimise processing, so we will reuse the tools. We will leave the remainder channel on its own for now. Status = “1P” A Status variables can be used to store the current state of a recipient and record any outcome. If the recipient did not open the email after 7 days, we need to try a different channel. Firstly, because of a moving data window we need to re-check the channel preferences again to make sure they are available for that channel. The tactics can now be implemented We also need to split test the Email and Mail Channels We are now going to segment our recipients depending on there channel preferences using a waterfall tool. If they opened the email after 7 days, then we are going to place them in a holding area until the offer has expired. Next we start to design our campaign logic. Everything must go through the Start track so we use a place holder to represent it. We want our campaign timeline to be based around 11 am every day. So we use a schedule tool to carry this out. Each channel option needs to be allocated a Media Code before any tactics are implemented. After the Email tactic has been deployed, we wish to wait for 7 days before checking if the email has been opened. Media Code = “” The Media Code is being used to record channel segmentations. If they are, we allocated a Media Code and send them to the Direct Mail channel, reusing the previous actions. If they are not contactable, we send them to the holding area. The same path will also be carried out for anybody who is sent the Direct Mail and the did not meet the initial channel preference check. After the recipients journey has completed we need to finish up. Channel Check Send a Message Daily @ 11:00 Media Code = EO Email Opened? Stage = EM After 7 Days Start Email Only Yes Wait 30 Days Since First Order No Stage = End Media Code = EM Channel Check Finish Email + Mail The main objective of the journey is to record if we were successful in driving a second purchase. With this in mind, we are going to create an event and use the “When in Segment” tool to watch for the number of orders to increase. Because events poll independently, they will follow their own path. 50% Remainder 50% Mail Media Code = EF Media Code = ME Mail Only Media Code = MO Stage = DM Output To File Remainder Media Code = NO When 2nd Purchase Made Then set the Status accordingly. Status = 2P
Campaign Design: Workflow Example Variables Stage 2: Track Elicitation Stage = “Start” We can now add the containers for our tracks. The Rules A new track is to be started when: A Scheduling tool is used. Any Node which has two inputs. Status = “1P” Media Code = “” Channel Check Send a Message Daily @ 11:00 Media Code = EO Email Opened? Stage = EM After 7 Days Start Email Only Yes Wait 30 Days Since First Order No Stage = End Media Code = EM Channel Check Finish Email + Mail 50% Remainder 50% Mail Media Code = EF Media Code = ME Mail Only Media Code = MO Stage = DM Output To File The events also can be split into the events and triggers. Remainder Media Code = NO When 2nd Purchase Made Status = 2P
Campaign Design: Workflow Example Variables Stage 2: Track Elicitation Stage = “Start” Status = “1P” Media Code = “” Check E-mail Open E-mail Send Start Channel Segmentation Channel Check Daily @ 11:00 Media Code = EO Stage = EM Send a Message After 7 Days Email Opened? 30 Day Holding Leave Campaign Finish Email Only Yes Wait 30 Days Since First Order No Stage = End Media Code = EM Channel Check Email + Mail 50% Remainder 50% Mail Media Code = EF Media Code = ME DM Send Mail Only Media Code = MO Stage = DM Output To File Remainder Media Code = NO Trigger: Set Purchased Variable Event: Purchased When 2nd Purchase Made Status = 2P
Campaign Design: Workflow Example Variables Stage 3: The Build Stage = “Start” Any path leaving a track or trigger is an implied “Go To Track” action. Any track which does not have a schedule will be an implied “Do Immediately” timeline. Status = “1P” Media Code = “” Check E-mail Open E-mail Send Start Channel Segmentation Channel Check Daily @ 11:00 Media Code = EO Stage = EM Send a Message After 7 Days Email Opened? 30 Day Holding Leave Campaign Finish Email Only Yes Wait 30 Days Since First Order No Stage = End Media Code = EM Channel Check Email + Mail 50% Remainder 50% Mail Media Code = EF Media Code = ME DM Send Mail Only Media Code = MO Stage = DM Output To File Remainder Media Code = NO Trigger: Set Purchased Variable Event: Purchased When 2nd Purchase Made Status = 2P
Campaign Testing Three phased approach: • Logic • Manually compress the schedules (option in 3.0 onwards). • Start with all timelines set to “Do Immediately” • Output File Tactic in final track with all variables. • Deployments • Tactics, layouts and formats • Do not create Campaign History (option in 2.9 onwards). • Timings • Adjust timelines to correct values. • If possible engage moving data window.
And Finally Campaign Track Polling • Need to be used sensibly. • Change from the default after testing.
Campaign Design Questions?