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Transcript

Welcome, everyone, and thank you for joining us for the ÃÛ¶¹ÊÓƵ Campaign webinar series. Today’s session focuses on Level Up Your Cross-Channel Marketing with ÃÛ¶¹ÊÓƵ Campaign Classic. I’d now like to turn the floor over to your first presenter, Bruce Swan, Principal Product Marketing Manager with ÃÛ¶¹ÊÓƵ. Bruce, you now have the floor. Yes, thank you and welcome, everybody. Thank you for your time and attention to learn a little bit more about ÃÛ¶¹ÊÓƵ Campaign. This is the second in a series of webinars that are designed for you, the ÃÛ¶¹ÊÓƵ Campaign practitioner. And the goal of these sessions is to provide you with some inspiration, but also some education on ÃÛ¶¹ÊÓƵ Campaign. And I’m very excited about today’s session where you’ll learn how to level up your use of ÃÛ¶¹ÊÓƵ Campaign to support cross-channel marketing.

And if you advance to the next slide, today’s session is actually the second in a series of four. We’ve had a busy summer. Earlier in the summer, we had one on deliverability. We had a really good turnout for that, a lot of interactivity and engagement and follow up in light of news from Apple and other things going on in the world of email. Today we’re going to focus on the ÃÛ¶¹ÊÓƵ Campaign Classic customer to give you some ideas on how to dig deep into workflows, how to automate processes, how to do even more with regards to personalization. Then lastly, measuring how well you’re doing with your campaigns. And then looking a little further out in a couple of weeks, we’re going to have a session on ÃÛ¶¹ÊÓƵ Campaign integrations with not only other ÃÛ¶¹ÊÓƵ solutions, but other technology within a marketing ecosystem like CRM or social media and so on. That’s always a hot topic and we’ll cover off on that in a couple of weeks. And then further out in September, another hot topic that I’m often asked about are what skill sets are required to support ÃÛ¶¹ÊÓƵ Campaign or what teams should I have or what should my team look like or what should my organization look like? So we’ll get into that later in September. Be sure to put these on your calendar. At some point during today’s session, I’ll put a link in the chat where you can remind yourself of when these sessions are coming up in the future. Let me introduce myself. My name is Bruce Swan. I’m a principal product marketing manager here at ÃÛ¶¹ÊÓƵ and I’m focused on ÃÛ¶¹ÊÓƵ Campaign and I have been for quite some time. And my mission this summer is to roll out programs and content that’s designed to educate and inspire you, the ÃÛ¶¹ÊÓƵ Campaign user. And I’m very eager to make this a conversation beyond today’s webinar where you can see my email address. Please feel free to follow up with me via email or find me on LinkedIn. I’m certainly glad to point you in the right direction, get you what you need, engage in a conversation, brainstorm, whatever you need, I’m here for you. But most importantly, I’m really excited to present today’s speaker, David Lloyd, who I’ve gotten to know over the course of the past couple months. But in short, David’s a very seasoned and motivated marketing technologist where he’s had roles such as marketing campaign specialists and currently a director of campaign operation where he leads a team of subject matter experts in not just ÃÛ¶¹ÊÓƵ Campaign, but also Target, audience manager, analytics and experience manager. Go find him in LinkedIn because I promise you after today’s session, you’re going to want to continue the conversation with him. First thing you’ll notice is his profile, which I love. He’s a self-described mix of mad scientist and data nerd and loves a challenging puzzle and gets excited and even a bit nerdy at the thought of using technology to build better marketing campaigns, which, by the way, all of that happens to be the job description for an ÃÛ¶¹ÊÓƵ campaign user and are fantastic traits of somebody who’s excited about ÃÛ¶¹ÊÓƵ Campaign. Something that’s interesting and kind of on a personal level, David and I connected over the topic of surfing, of all things. I live in Montana. He lives in North Carolina. But as it turns out, we have a love of surfing. And you’ll see some imagery in today’s presentation that reflects that. And a couple of last things before I turn it over to David. He’s going to fill out this hour. So this isn’t like a quick 20 minute webinar where we’re on, we’re off. This is designed to inspire you and educate you and give you new ideas. And we’re going to fill out that whole hour. And if for some reason we can’t answer all of your questions, follow up with us. And I’ll also remind you that next week we have these, we’ll have a session called ÃÛ¶¹ÊÓƵ Campaign Coffee Breaks. And we do these in Experience League every other week where you could log into a forum and ask an expert a question. And I’ll be sure David is on in the next one. So if there’s something you want to follow up with, be sure to join those coffee break sessions. I’ll include a link at the end of today’s presentation. Take screenshots throughout this presentation, but also know you’ll get a link to the presentation in an email shortly after today’s presentation. And then lastly, just one quick disclaimer. David will be showing some imagery of brands that aren’t necessarily ÃÛ¶¹ÊÓƵ clients, but they’re there to make a point and are good for illustration. But more importantly, what David will do is show you how to bring some concepts to life using ÃÛ¶¹ÊÓƵ Campaign Classic. And with that said, again, thank you and welcome David. I’m going to turn it over to you. Thanks, Bruce. And thank you to everyone for being here today. It’s, you know, I jump at the chance I can, you know, talk to anyone about ÃÛ¶¹ÊÓƵ Campaign and talk about data structures and how we can be on the channel. That’s a lot of fun. So thanks for being here. I am the director of campaign operations at Reynolds American. I get to have a lot of fun with a lot of the ÃÛ¶¹ÊÓƵ solutions that we use. And we’ve got a lot of great content prep for you today. And just one quick note as a legal disclaimer from my side, while I do work for Reynolds American, I am not an official spokesperson for Reynolds American. So the views, the perspectives that we’re about to go through are solely by you. So with that, let’s jump in.

From an agenda perspective, you know, we’re going to cover workflows, of course, and how to turn those into some omnichannel journeys. We’re also going to look at some ways, some different techniques that you can use, dynamic content, personalization within your email. And then, of course, we really want to know, like, did the thing that I just built, did it actually work? Did it go out? How you can monitor and report that? And then how to build some key dashboards within ÃÛ¶¹ÊÓƵ Analytics. And the time allowing, and we’ll get to it. But have a perspective on how you can make some adjustments and changes within ÃÛ¶¹ÊÓƵ Campaign Classic based on the release that Apple is coming out with. And then from there, we’ll have some resources. There’s a lot of great links in here. Do, as Bruce mentioned, do take some screenshots here and there if you see something that’s familiar. We tried to put as many links to resources throughout the presentation as well. More key takeaways from today’s session. You should be able to walk away with new ideas and ways to expand your marketing into new channels beyond just email. We’re going to drive engagement by enhancing personalization within these channels as well. And then at the end, you should also be able to build a report that tells great stories about all of these things that we’re building. So every experience has data behind it. And one of my most fond memories is of me surfing. And this is out in California. Now I’ve been surfing total for about 10 years or so, and I’ve never had a day like this. And so this is really a key experience moment for me. And I caught four waves back to back, and I was able to get right in that spot on the wave where you have the wave come over you, and that’s called getting barreled. And that is just the holy grail of surfing. And while that’s a great story, it’s a great story for me. It’s a very fond one, especially that I had got, I would take a picture of me doing it so I could memorialize it essentially. There’s key factors that make that a great story. If I would have shown up an hour later, the tide would have been too low for the waves to look that. The wind would have been blowing another direction. The swell direction, if it was going five or 10 degrees in another way, would not have pushed the waves to the sandbar like that. And so those are the key factors that make this a great story for me at least. But at the same point, these key factors are really data points that are powering, that powered that experience. And so stepping out of surfing for a moment, as a marketer, especially with ÃÛ¶¹ÊÓƵ Campaign, the skillset, the foresight to be able to see and identify the data structure behind key experiences just allows you to use the tool in ways that can really bring value to your organization. And so with ÃÛ¶¹ÊÓƵ Campaign specifically, you can do that in a few different ways.

One of those ways is XML. XML is really just another structured way of data. You can see, maybe one of the most ways that you’re familiar with are in these data tables. And these are the most common ways in which you work with data inside ÃÛ¶¹ÊÓƵ Campaign. But really what’s powering that display of data is really XML behind the scenes. And then there’s also JavaScript object notation, or the shorthand would be JSON. There’s some really cool and interesting ways that you can use XML and JSON to provide more value with your workflows. Let’s take a closer look. Our first use case is going to be on this Airbnb example. I recently traveled and I’m a big fan of Airbnb. Airbnb, as we went through my travel experience, it’s easy to see that they’re operating in multiple channels. Particularly I have the mobile app and I do a lot of, with my wife and I, I do most of the research on my mobile app. Then she does hers on her end. And once we’re ready to talk about it, we’ll sit down at the computer together and really look closely at all the pictures on the big monitors on the desktop. So our experience is going multi-channel. And then once we booked with Airbnb, I got SMS. They put me in a segment where I was getting paid ads. We can see in their social feed different posts that were related to what we were looking at. And then also of course, emails. We can see that Airbnb is operating in at least six different channels that we’re aware of. And so from here, we’re going to ask our first poll of the session. That question is going to be, what is your omnichannel sweet spot? How many digital channels does your brand or company operate in? So again, that was how many digital channels does your brand operate in? And so that poll is there. You should be able to click on it and select an answer. And Bruce, you recently traveled, right? I did. Yes. I was fortunate to do so. How many channels did you interact with regarding your experience? Oh boy, I mean, probably four or five. I mean, it starts on my Mac and then switches over to my phone and then emails I get and then an app on the phone and so on. So yeah, probably at least four, just in that one trip. At least four. Cool. Cool. Cool. All right. Let’s… Okay. The response. Are we ready for the response? The drum roll is 80% of respondents have said that they operate in at least four plus. Yeah. That’s really cool. That’s good. A lot of people are operating many channels. All right. Follow up question. And I promise this is the last poll for a little bit. Of those channels that you just said you operate in, so 80% of you said four plus for everyone there that responded, how many of those channels does your instance of ÃÛ¶¹ÊÓƵ campaign power? So again, that question is of the channels that you just reported that you operate in from an omni-channel perspective, how many of those channels is ÃÛ¶¹ÊÓƵ campaign powering? I’ll give you about 20 or so more seconds. And so, Bruce, quick question to you while they’re answering the polls. From your ÃÛ¶¹ÊÓƵ lens or ÃÛ¶¹ÊÓƵ perspective, how would you answer this? Most clients operate in how many channels with ÃÛ¶¹ÊÓƵ campaign? Not enough isn’t one of the options, but that’s not actually a realistic answer because we have so many clients who use it for powering world-class email programs and maybe extend into direct mail or mobile, but sometimes aren’t inspired or can’t think of ways to integrate with other, I shouldn’t say not inspired, but I can’t think of ways to integrate with other channels. Sometimes it’s because those channels are powered by disparate solutions that maybe they can’t get to or managed by different teams that they don’t regularly communicate with or a combination of the above. So not enough. That’s actually one thing I’d love for the audience to get out of this presentation is to just think a little more broadly about how they could extend the campaign into channels they might not have otherwise thought about. For a moment there, as you were describing that, I thought you were describing my history with ÃÛ¶¹ÊÓƵ campaign. Okay, so the results are in. How many channels does your instance of ÃÛ¶¹ÊÓƵ campaign power? 31%, which is the highest rated offer, is one channel. But it’s actually tied with four plus as well. So it’s a split between 31% with one channel, 31% with four plus channels. Interesting. Okay. Well, cool. Well, great. That’s good things. We have a lot of great content to show you and inspire you guys. And we’ve got a lot of great examples. And one of the first ones that we’re going to jump into is turning workflows into omnichannel channels. All right. So ÃÛ¶¹ÊÓƵ campaign, with my experience, I’ve been able to connect up to eight plus channels with ÃÛ¶¹ÊÓƵ campaign from a workflow. And so in this box over to the right, I’m going to put my cursor right over there. In this box, we’ve got SMS, we’ve got email, we’ve got Android apps and iOS apps, because those both have different app stores. So they need to be maintained separately. But these are all activities that are out of the box of ÃÛ¶¹ÊÓƵ campaign that you can deliver to. Now I’ve got a special one here called Delivery MMS. In my instance, we have a connection with Stinch, who’s a platinum partner with ÃÛ¶¹ÊÓƵ. And I highly recommend looking up Stinch and what they have great capabilities around the SMS and MMS channel features and installing it within ÃÛ¶¹ÊÓƵ campaign. So I’ve got that installed here. I think everyone probably has some type of direct mail system that can be done through ÃÛ¶¹ÊÓƵ campaign. And then one really cool one, and this is really where the plus comes into effect, is the JavaScript code. And so ÃÛ¶¹ÊÓƵ campaign, you can fire off get and post HTTP requests from a workflow to integrate with any other platform. So to really that plus there, or that eight plus is right there with what you can really enhance with some JavaScript. And this last one on the bottom comes from an integration with the marketing cloud services, where you can build a workflow to do some type of segmentation and then share that audience around the marketing cloud or specifically to audience manager. And so with all of these different activities, these are all out of the box, relatively out of the box activities. The JavaScript one, you have to write your own code. But these are all great ways where you can push segments into different channels or put some type of decision logic with it. Now that you’re operating in so many different channels, how do you manage channel preference? And so let’s take a closer look at that. Another one of the out of the box features of classics is the services and subscriptions module. And so what I really like about services and subscriptions is that these are easily createable. You can create as many or as little as you need. And they’re also channel specific. So here I’ve got one for the Android app, email and SMS. Now one of the things that I’ve seen in my experience is that some companies will, instead of using services and subscriptions, they’ll just use a Boolean field on the recipient table. Check a box if someone is subscribed or unsubscribed. And that works and it saves room and it saves space. However, at the same point in time, I love this out of the box feature from services and subscriptions, which gives you the date and timestamp that people are signing up. And so this is what you’re looking at here on this table is the active subscription logs, but there’s also what they call a sub hissail or subscription history. And so it can actually show the history of when someone subscribed, unsubscribed came back in and you can see the whole flow. And so it just, the data is more robust in the services and subscriptions. And I really like this concept of services and subscriptions to manage those channel preferences. Now, here’s the cool part. So we’re going to jump back to our Airbnb example. When we look at managing those preferences and subscription preferences, you know, checking out what Airbnb, how they have that set up, they’ve broken those into main content categories. So here we have messages. We have reminders and promotions and tips. And then on the mobile app, again, we have messages, reminders, promotions and tips, and then privacy and community. And so, you know, they have messages, email, you know, so if we go back one slide, we see you would have messages, email created as a service. You could create that there. Then you could have messages for the text messaging channel, and then you could have messages for browser notifications. One interesting tidbit that was fun to find here is that Airbnb, based on what device you’re using, they actually offer up different preferences. So here on desktop, you know, they list browser notifications. If you take a closer look at mobile app here, we have push notifications instead of browser notifications. Then we also have phone calls because you’re on your phone and those options are rendered over here. But regardless of what you want to display or half of the preference, you can manage that through services and subscription. And a really cool way that you can do that is doing it via API. And if you want to create APIs and have other platforms speak to ÃÛ¶¹ÊÓƵ campaign, you know, this option is kind of here in this web form option where we’re doing posts or get requests through the ÃÛ¶¹ÊÓƵ campaign database to look at the recipient table and then feed that data back to the application calling it. So you can do that using dynamic JavaScript server pages or JSSP for short, not to be confused with JSP, which is Java server pages. This one is specifically JavaScript server pages. There is a difference. It’s very technical in nature, but however, it’s a great way to set up an end point where other platforms, any other platform, you name it, your e-commerce site, your website, you know, your EDW or any other application that needs to call ÃÛ¶¹ÊÓƵ campaign for information, you can set up this page and I call it a page because it is a page. It lives just like any other web page on a website would. However, instead of putting HTML on it, you put a mix of XML, you create a query and some JavaScript to return the object of what you’re calling it. And so here’s my postman request for it. So the postman can get, you know, it can send the account number and get the subscriptions. And so here in my payload, you know, we had some redacts, some information, of course, but you know, here it’s returning the account number and then it’s turning an array of all of the subscriptions that person is subscribed to. And so that type of integration can actually feed and power your preference center, which is just another really fun way to go about connecting and managing your channel preferences. Okay, back to the workflow. So now that you can have people read or other applications read and manage those subscriptions in real time via API, you know, jumping back into the workflow, let’s say, you know, we’ve got, you know, this is a super simplified workflow. Of course, we’ve got a query on the recipient table for anyone, you know, that logged in on the website in the last hour. And this is just going to spit, spit and spin, not spit, workflows don’t spit that I’m aware of. It’s going to sit and spin, you know, every hour it’s going to go check for the people that have lined up, it’s going to check their channel preference. And I’m a big fan of using these split activities because the split activity can just open up and then you can choose that folder of subscriptions and services and just say, hey, you know, if anyone has signed up for SMS, deliver it to them in this channel. Now the really cool thing, it’s a really low level of effort is setting up the tabs within the split in a unique order because these tabs, the way that they’re set up here actually hold the hierarchy of how the messages will be delivered. Meaning that if I’ve, if David has signed up for SMS and email in my preference center, however when I’ve set up the split like this, the end down population is going to go through the split. It’s going to say, is David signed up for SMS first? And it’ll say yes, because he is. And then I get assigned, I get assigned to that SMS segment and I’m no longer available for the rest of them. So those tabs are just a really cool, easy way to set a hierarchy. You know, you could set up those splits as a template and reuse them across workflows to maintain that hierarchy across multiple channels. All right, let’s take a look at our next example. Web to SMS. So as you know, I like surfing. I have wetsuits, but I needed to buy a new wetsuit recently. I hadn’t bought one in probably about 10 years, which is a long time for a wetsuit. But anyways, Ripcurl, it’s one of my favorite brands. Love the product, love the brand. You know, I go to their website, I see they have a mobile phone number sign up. For SMS to get free shipping. Now I’m a frugal person, so I’m like, heck yes, I’m signing up. And so immediately in real time, I got this reply yes to subscribe to SMS essentially. And of course I said yes. But the connection point is really this web form to trigger off the, you know, please subscribe from an SMS standpoint. So here is how you can do that. Again, using JSSPs, you know, let’s take a look, a close look at this web form. This web form will post, if you look at the action, it’s posting to your company domain forward slash JSSP. So it’s posting to an endpoint or a page within your ÃÛ¶¹ÊÓƵ campaign instance. And it’s sending information. It’s sending the internal name of the workflow. And so that you need to have created your workflow beforehand and shared that parameter with your front end team so that they can put it because it’s in a hidden field in that web form. They’re also going to share the account number and they’re also going to share, they’re going to reformat that phone number in a way that works with the ÃÛ¶¹ÊÓƵ campaign. And so as soon as someone clicks that button down here, that sign up button, that information is going to get sent through this JSSP page. And it’s going to be sent in a JSON format. So we have, here’s another way to look at the same data. Again, the experience, you know, there’s data that’s powering the experience. So phone number, the account number, and then the campaign, the internal name of the workflow, it’s all being sent to this JSSP page. And again, here we have a mix of XML and JavaScript that is powering what happens next. And so taking a look at these two steps here, the main two steps that are happening is the phone numbers coming in and we’re going to update the recipient based on their account number. We’re going to go find that recipient based on their account number and update the phone number that they just sent in. Second thing that this is going to do is go trigger the campaign or the workflow that sends the SMS. And so all of this information, you know, I did not write all this information in XML and JavaScript. You can go out to the JSSP, I call it JSSP for shorthand, but it’s actually JavaScript API documentation. And this documentation is all specific to ÃÛ¶¹ÊÓƵ campaign classic. And so this xtk.workflow.postevent, this is actually a function that’s native to ÃÛ¶¹ÊÓƵ campaign. And that post event is right here. That post event is actually what is, you know, once this information hits this page, then it’s going to go trigger the workflow. And so here’s what that workflow would look like. Again, you already know the internal name from looking at the properties and you’ve shared it with your JSSP page. You have an external signal that you just press play on it and it just sits here and waits and it says, anytime I get a payload, I’m going to fire this workflow. You know, I have a simple JavaScript function here that just logs out. So like, this post came from this JSSP page, because if you have a hundred of these set up, you want to maintain some sanity of where things are coming from. But that payload will also pass you the account number and you can pass it dynamically into your query by using the vars forward slash account syntax within your query. And, you know, a simple split, you know, during testing, I found, you know, you don’t want deliveries processing to zero people and things like that. So do, you know, some data hygiene checks as you’re testing through things and double D duplication, just because, you know, you can never be too cautious. And then ultimately the SMS delivery activity. Just a phone note, you’re probably thinking like, oh, that’s an email, not an SMS. The images on these activities are a little interesting from time to time, but it is sending an SMS directly from this workflow. So cool. So I wanted to take my ripcurl experience just a little bit farther to show you what else was happening. You know, after I signed up to receive text messages, you know, I also signed up for email and I got an email for a $500 shopping spree just by texting this keyword into the shortcut. And of course I’ll do that, you know. And this is an option that you can also power with ÃÛ¶¹ÊÓƵ Campaign. It’s one that I’m currently building at Reynolds with Stinch and making that a possibility. So again, that’s another type of ways that you can interact with your customers through ÃÛ¶¹ÊÓƵ Campaign. And so here I texted in ripcurl spree. You know, they tell me about their shopping spree and selecting a winner. You know, sadly, I wasn’t selected. So, OK, no harm, no foul there. And then here you can see, you know, I prefer to get all of my information via text or, you know, if I’m paying like $500 for a wetsuit, I’m going to want to know, you know, everything by SMS rather than email. Just me personally. However, you know, so here’s my transaction text message, which is great. And if we look over here, you know, you can see that, you know, ripcurl has developed an SMS strategy where they’re continuing to interact with me via SMS because that’s where I want to interact with them. And so here, you know, they’re following up and say, you know, just some branding efforts of, you know, we designed to offer environmentally conscious range of quality products. And, you know, that’s a big reason why I love ripcurl and that’s a big reason why their products are so great. This message really resonated to me. I was like, heck yes, ripcurl, keep going. Where the message got a little strange and a little awkward was treat mom to this Mother’s Day. And I don’t know, Bruce, did you ever go surfing with your mom? I most definitely did not. Yeah. Yeah. This was a strange one for me. I mean, my mom lives in Ohio. I mean, she’s been to the beach and all, but, you know, ripcurl is trying, you know, they’re doing their best with Mother’s Day, you know, and they’re talking to me about, you know, find the best wetsuits and beach ready apparel. You know, there’s no way I would buy a wetsuit or beach ready apparel for my mom. So this message is kind of like a big miss for me. But you know, I still love the brand. They do great things. But this is the first message that really kind of cued me off of like, they should know that I already bought a wetsuit. The ripcurl, if you’re out there, have some interesting recommendations for you, because the next message I got was a few weeks later, still searching for that dream wetsuit. Well, no, I’m not. I bought it. Ripcurl you know that I have to be in the data somewhere that says I bought a wetsuit. So please stop talking to me about wetsuits. If we look, you know, even a few days or weeks later, you know, they sent this was actually an animated gift, which is cool. Love it. A guy getting great air on a wave. But then again, look at the message. Are the waters warming up or still hanging on to that winter chill? We have we’ve got you covered with men’s and men’s and women’s wetsuits. I don’t need a wetsuit. Just bought one from you guys. I love it. I’ll buy my next one with them. But I don’t need more marketing messaging about wetsuits. So Ripcurl, if you’re out there, I’ve got some recommendations. I don’t know if anyone’s seen the movie 50 First Dates, but there’s a scene where Adam Sandler and Drew Barrymore, the family, they’re meeting 10 Second Tom. And 10 Second Tom has a brain problem where he can’t remember anything that happened 10 seconds ago. So I just love that face from Adam Sandler and the crew here. That’s just how my that’s exactly how I feel when I get ads or marketing messages on things that I’ve already purchased. They should know. They should know. They have the data. So recommendations. Moving on. Here’s what you can do if this may be describing you. Again, I like to use the split. And here I’m just doing a split. And my split is going to reference the ÃÛ¶¹ÊÓƵ Marketing Cloud folder. And so, again, this is a part of the integration between Campaign Classic and Audience Manager. Audience Manager can create segments of transactions. And so you can create a segment of anyone that purchased a wetsuit over their lifetime. And that is at a cookie and account level. But in general, you can exclude purchasers from your campaign. I’ll say that one more time for a real girl. You can exclude purchasers from campaigns that are moving forward. Some other options. You can do a post-purchase message, you know, rate a review. I’d love to rate or review my wetsuit. I got one of the best wetsuits out there. I can’t tell everyone that I love it enough.

Customer product upsell. You know, what about other things that go with wetsuits? You know, there’s little booties you can put on your feet. There’s towels, there’s mugs, there’s getting ready for the beach. You know, there’s a lot of other upsell type options. And then there’s also Journey Informed on enriched data. And this is actually a cool one. It’s currently in beta with ÃÛ¶¹ÊÓƵ Experience Platform. But just try to imagine with me, you know, if RookCurl knows that I purchased a wetsuit and they have a partnership with Airbnb, you know, they could reach out and say, hey, has David traveled recently where they could return that information back to RookCurl and say, hey, David traveled to California recently. And then, you know, RookCurl could respond, you know, hopefully in a not-creepy way saying, hey, like our wetsuits are made for the California water temperatures, how’d it work or, you know, something to that extent that’s not creepy. But there’s a lot of options you can do besides continuing to ask people to purchase the thing that they already have. Okay, moving on. Email, mobile apps, put notifications and offers. So this one kind of covers a lot of different options that ÃÛ¶¹ÊÓƵ Campaign has, a lot of really powerful ones too. So email, I think we all, we probably all have this Black Friday’s ending email in some shape way or form. Let’s just say we send that out to everyone. Now let’s say you have an app, your company also has an app that people can interact with. From a workflow, you can push out a notification. Let’s say, you know, we build a segment based on anyone that did not click the primary call to action. So anyone that did not click this buy now button, we want to send them a push notification if they have the app. I can push that, shows up in the little badge icon in their pull down menu, pull down menu. Your text is displayed and then it deep links into the app for your mobile app experience. And what’s also really cool about that is you can bring in information related to your offers, meaning if you have a deep offer catalog, you can use the ÃÛ¶¹ÊÓƵ Campaign offer engine to power the, you know, what, you know, at this point in time, based on David’s data profile, what is the best offer for this person and deliver it via push notification. And so here’s just, you know, a simple workflow that kind of outlines the push notification aspect of that. You know, here you can see the content is made for our Android app. Your new coupon offers available, please log in and claim. And then here is an activity, again, another out of the box activity that is referencing your offer catalog. We could spend, we could probably spend a whole day on the offer catalog. It’s a very complex part of the system. There is one that is out of the box and that you can, actually, I think it’s, it’s an additional cost. It’s probably not, but from that standpoint, it’s still relatively out of the box. And you can bring that information into a workflow and deliver it via email, push, SMS. You get the idea. Okay. Well, that covers it for our first section for Omni-channel journeys. We are going to get into next smarter emails with dynamic content personalization. So the first one is really fun one. I’m a big, big fan of countdown timers. I probably put in countdown timers a little too much personally. But they’re just so easy and it adds animation to the email. A great way to do it. Centric is one of my, the tools, it’s not my tool, but it’s a tool that’s out there that’s free. If you just create the date within 30 days, then you’re good to go. You can control the background, the labels, and you can control the color to all of those types of things. It gets down to the hex color, so you can like match it perfectly for your, your brand and everything. And then when you click generate, it’s going to give you an image source tag. And it’s actually going to host this countdown timer for you. So you don’t have to worry about like building it with IDT or where you’re going to host JavaScript or anything like that. And so to, to get this countdown timer into campaign, I’ve found it’s a little tricky, but it’s worth it. And so what you want to do is you want to prepare your HTML file. I just prepare mine with this and with my comment tags and then my image source tag, just saying, you know, here is the part of the email where I plan to put in the countdown timer. That’s, that’s all I’m doing. And so here, here’s my HTML and you can actually see that’s my little section, but again, the, the countdown timer is not yet in because it’s very important that you put that in your HTML, you upload it and then you save it. And then I even close it and then I reopen it. I make sure I save it like this without the image, because when you’re going through that upload process, it’s looping through your HTML and it’s taking your images and it’s trying to put them on the ÃÛ¶¹ÊÓƵ campaign image server. And so you want, you can’t host the way that the countdown timer is given to you on the ÃÛ¶¹ÊÓƵ campaign image server, but you have to bypass that. And so, and I know this is kind of a lot of explanation, but you know, to bypass that, you simply upload it like this and save it and then close it and then reopen it. Once all of the images have been uploaded and then you re you reopen it and then just you plug in your link right there to your countdown timer and then you save it and you’re good to go. That’s all you should have to do. And to double check that you have it right, you can click on this little tracking icon, click on the images tab, and then it should show up as a image. It’s going to detect it as an image because it’s in the image tag. Excuse me. But it’s going to tell you it’s not online yet and you don’t want it to be online because it’s being hosted from another location. But those are the three easy steps to use countdown timers in an email within ÃÛ¶¹ÊÓƵ campaign. And again, countdown timers are everywhere and you can actually pick up like this one, I’m pretty sure was the centric example. Yeah, those are kind of everywhere. A lot of fun, super simple and easy. Okay, let’s get into dynamic content and personalization. So if this is your first time seeing it, you can pretty much put any data that is in ÃÛ¶¹ÊÓƵ campaign into an email or into an SMS or into any of those eight plus channels that we just showed you. So let’s say, here on my recipient table, I’ve got Han Solo here as a recipient. And for whatever reason, I don’t know if this has happened to you, your data is not necessarily in the best hygiene. You could see I’ve got a proper case last name, but my first name is all lower. So here’s a quick way you could do a just proper case that name right here in the HTML. Here’s a simple function. You declare your variable as recipient.firstname. It brings it in and then you define another variable to actually find the very first, when you’re working in JavaScript, zero is actually your starting place. It’s step one. So we’re looking at the first character. We’re going to uppercase it and then we’re going to glue that back together with the rest of the name. And then we’re just going to call that function. And then that’s just a really super simple way to do that right here in the email. And so you have, dear Han. Now moving on to if and else statements. These are extremely powerful. This is just a very, if you’re going to start anywhere, this is a great starting place. If you haven’t done it yet before, I’ll also note that ÃÛ¶¹ÊÓƵ Digital, please help me out with the name here. It’s ÃÛ¶¹ÊÓƵ Digital Learning Services, I think. Yes. Yeah. They have an amazing JavaScript for ÃÛ¶¹ÊÓƵ campaign course. Highly recommend it. I’ve taken it multiple times just for fun. The instructor and I have a relationship, but it’s a lot of fun and it’s extremely powerful. And so here, you can use any data again in any table, bring that into your workflow, bring it into your if statement and to start making decisions on. So if my city is Las Vegas, go to Vegas GIF. If it’s Denver, show this other image. And that’s essentially what’s happening down here. You would have all of these images preloaded into your email already. And then you just add this if else logic in there. Now one kind of quick note is if you’re putting if else statements in there, do them in between the tags. Treat the if statement as its own tag. Don’t get in between the single and double quotes. So yeah, that’s just a quick note there and how you can do a dynamic content personalization. And then a step further, if looking at some annually triggered emails that Fitbit has, you can see they’re tracking information at an app level. And so they could see how many shares I have, how many strides, how many steps. Now, this isn’t me. This is just an example. I’m not that fit. But this is an annually triggered one of data that’s available. So I’d say that’s the simple one that everyone can do. There’s some data somewhere that’s keeping track of people. What’s really cool when going back to this Airbnb example is if you go on the Airbnb and you’re actually signed in, if you search a specific city, you’ll actually get this email. And that’s what I discovered when I was doing multiple searches is I was getting the same email, but it’s city specific. And so what’s really interesting is that all of this content is different from email to email. There’s one email developer just sitting down, like coding this email every time. This is obviously an automated process. And so this content, top rated homes, the same type of content block or personalization block that they’re doing based on the city of my search. So they were looking at, this is essentially a query. Go get all the top rated homes that are associated with Lake Lure and display them here. Top rated homes associated with Raleigh and display them here. And I’m looking deeper in the email because I couldn’t show all of it. There’s also top rated super hosts, top rated homes and places to stay near. And so that’s really cool. So if you wanted to build something like that in ÃÛ¶¹ÊÓƵ Campaign, here’s how might you go about it. You would have a query based on your abandoned search intent. Go get all of the abandoned searches that happen through either your Genesis connector integration or Triggers integration. Enrich that to the recipient profile, of course, the dedupe for safety sake. And then you could actually have your JavaScript activity reach out to a platform to return that content back into the workflow and deliver it in the email. And so here’s how you could break that down. This query right here, again, XML, it gets the inbound population that you can manipulate that data in XML. Then it does a for leach. It’s looping through all the different searches per person. And then it’s going to this URL and it’s inserting dynamically the city and the state. And so the reason why it’s doing that, and I encourage you, everyone should go on Airbnb after this and look at their URLs. Their URL structure is just one big query. You can go into the URL structure and change Carolina Beach to Toledo, Ohio or Miami, Florida or San Diego, California, and that’ll actually change the page. And so it’s really cool. It’s actually not web scraping at this point because you can request, especially with some of what AEM can do today, you can request that page, that webpage, and return it back to ÃÛ¶¹ÊÓƵ Campaign in a JSON format. And so if you look down here, this is a JSON format of a similar example. We’re turning all of that page data into one payload. And so now you can have a workable data set. Now you don’t need to do ETL transactions from EDW to ÃÛ¶¹ÊÓƵ Campaign to keep up with your product master catalog. You can just request that from the place it’s being housed, which in most cases is either a damn resource, a digital asset manager, or maybe your e-commerce site, things like that. You can just request it from a workflow. And then now, I will call out this blog, which has, Florian is just amazing with a lot of content that he has. He’s got some great concepts. And that was my inspiration for this integration. You can take that JSON that is now in your workflow. And then if you click on the properties within your delivery, add in your variables. And then if you right click, open the delivery, and then in your script tag, you map your JSON to your variables. You can then pull in those variables directly into your email. And so that’s just a great fun way to get dynamic content into the email, use personalization blocks at scale. Think of how many cities are out there. In the US, I think I did a Google search the other day. There’s like 20,000 cities. If we go back a slide or two, times how many different products are they actually showing right here, times 12. There’s so many different options. That would be really hard to maintain all of that ÃÛ¶¹ÊÓƵ campaign, but then using this API approach, you can just request it back into ÃÛ¶¹ÊÓƵ campaign and put it into your email and off it goes. Another way to go about dynamic content in an abandoned cart email. Abandoned cart, I think everyone has one. If you don’t, you should. It’s a great way to get money that’s left on the table is inserting the products within the actual emails. There’s a great way to insert multiple products within emails with ÃÛ¶¹ÊÓƵ campaign. Here’s how you can do that. There’s again, another out of the box integration with the Genesis connector that will give you a table called web events. In this web event, it’s storing the product code, it’s storing the segment, and it’s storing the people that are essentially abandoning the cart. One of the interesting things about how this data is structured is that you see that Luke here, Luke and Leah, they both have multiple rows. If you want to use that data in an email, you have to massage it and put it in a format where it makes more sense. Here what we’ve done again, we’ve taken that data from that table and in a workflow, we’ve created some column headers, product one, two, and three, and we’re essentially transposing that data into a workable format. The reason why we have to do that is that every delivery processes row by row. We need that product information associated with the recipient on the row level, not in the column level. Here’s a way you can do that. Your initial query would start on that web event table, you’d bring it in, you’d link it to the recipient table. Then in enrichment three here, we’re just creating three new columns, product one, two, and three, and they’re empty columns. The alias, if you don’t know, it just renames the column header for you instead of having some random 123ABC type of thing. It’s a lot better to explicitly name it. This dedupe, what we’re doing, because if you remember, Luke and Leah both had two rows, this is going to dedupe Luke to one row, and it’s going to say, okay, in this one row, what is the product associated with Luke? Then in this JavaScript, it’s going to say, oh, go get that product, go get the email, and go write that one product into product one column. Then remember that Luke had two rows, and so it’s taking that first product and writing it into product one. Because we have this complement to the dedupe, it’s going to find Luke again and find his second product, and then we’re just going to use the same JavaScript, just rename some of those variables to write product two to the product two column. This is just a great and simple way of using a little bit of JavaScript, a little bit of XML with all the out of box activities to transpose that data. So you can see my final output here is an output of a row by row. Luke, Leah, and Han Solo all have their individual rows, and they have unique product codes. And now in email, you’d say, if my product code is equal to this string or the SKU, then show these images and links type of thing, again, using that if else logic. That’s a great way to transpose that data. And so in our next section- Just real quick, before we get to the last section, just quick time check. We have about five minutes before the top of the hour. So I don’t know if we want to go into speed round or cover it quickly, but I’ll defer to you. But just wanted to remind that. Okay. All right. Five minutes jumping into it. Let’s jump to some of the fun ones. Yeah, well, let’s go speed round. In properties in a workflow, you can assign supervisors. You can create a supervisor group. That way, if a workflow ever fails, it’s going to notify everyone in that group. Now here in this query below, you can actually create a workflow to monitor other workflows. And so here simply we’re saying, hey, go check the audience manager connection, make sure there’s no failures in that file transfer process in the last six hours. Moving on. Some quick and easy delivery reporting. You can go to all deliveries and you can select all of the deliveries and then that’ll actually change the reports that are available. So this is a fun one. One of my favorite reports is broadcast statistics, which will automatically add up when you’ve selected all of these, it’s adding up all of that information and giving you the total result right there. So you could do that based on a month or based on different types of campaigns. Another integration you can do is link campaign to ÃÛ¶¹ÊÓƵ analytics. And this is a basic output. Again, I like to put these together in either onboarding journeys or acquisitions, or they can just be a series of emails or it could be all of your emails. You have sent, opens, clicks, open rate orders, and you can get into revenue. And so that’s a great integration to have just to show if you ever have to prove a net present value of email and things like that, you can start to get at how much value an email brings. Another thing you could do in analytics is build an email scorecard. There’s a concept out there for disciplines of execution about having a scorecard and cadence of accountability. And so this is, again, you can look at the opens and the sent and the open rate. All of this is powered off of the previous slide we just showed. And this is a great story here that you could take like, oh, look, we sent more emails in April, we had more opens and the engagement rate went up. It’s very rare that you send more emails and you get more engagement. So that was a great story there. Jumping into quickly the Apple privacy and its impact, it’s going to hide your IP address, hide your location and hide a few open emails. The biggest thing to note here is that the mail app is going to download that remote content in the background by default, which means it’s not going to not send you opens. It’s actually going to open everything and it’s going to look like all of your mail app people are opening. So it’s kind of hiding opens in the background. So if we look at, if you send 10,000 and you get a 10% open rate, that’s a thousand people opened. Based on some industry stats, if taking that same 10% open rate, you would have 700 opens. But then if the mail app is defaulting everyone to open, you’re going to have a 37% open rate and it’s going to skew it a lot. So some things you could do, stop looking at opens, focus on clicks and the conversions. But if you want to still try and segment those out, you can. You can do a split based on the operating system, which is on the tracking table of the deliveries indicators. And so this is just a really easy split that you can do to segment out non-Apple versus Android to get to some remnants of what is your subject line doing. And then you could also pass those, not pass your Apple information to ÃÛ¶¹ÊÓƵ analytics and then only pass Android so that your ÃÛ¶¹ÊÓƵ analytics reports are still firing. And with that, Bruce, I think it’s one minute left. Sorry for the speed round, but again- No, no, hey, do not apologize. Keep going. Yeah. And so here, we’re back where every experience has data behind it, especially from an ÃÛ¶¹ÊÓƵ campaign perspective. You can use the data in multiple ways. There’s a lot of fun things that you can do. And so just learning XML, learning JavaScript, highly recommended. And yeah, with that, thanks so much for having me. It’s always a fun ride to talk about this stuff. Yeah, David, I can’t thank you enough. And for the audience, if you have to drop right now at the top of the hour, that’s okay. You’ll get a link to this recording so you can catch the last few minutes. Or if you want to go back and replay and watch the last 10 minutes, 45 minutes, whatever, we’re forwarded to a colleague. Please definitely do that. We have a couple of polls open. So if you don’t mind, just take those polls before you drop off. And as you’re doing that, I want to just whip through a couple of different resources and no worries, you’ll get this content. But I want to at least make you aware of the resources. So David, if you go to the next slide, first set of resources that I’ll talk about are, there you go. Just real quick, we have some Spark pages where we have some amazing thought leadership all in a single Spark page. A lot of the details that David talked about and some of the how-to are there in those Spark pages. So definitely check those out. And if we go to the next slide, David, there’s some additional resources that I could point you to. And I’ll just go through these quickly. David, at the very end, talked about deliverability and challenges with Apple and some new things coming up. We’re constantly updating content on Experience League. And there’s a deliverability course out there, some great content on how to build campaigns and get into the nitty gritty of building workflows and managing workflows and managing JavaScript and JSON and so on, as David mentioned. So there’s a lot out there for you to learn from, a lot of great resources.

And next slide.

And coffee breaks, so if you like David like I do, and I’m sure you did, there’s a chance to engage with them further in a coffee break coming up next week. So you can use the QR code up a right-hand corner. If you haven’t registered for these yet, do it or take a screenshot of the URL. It’s just a way for you to get into an online chat and ask questions. And it’s a week from Thursday, I believe, is the next one, the chance for you to ask some follow-up questions. And then also we have a customer webinar coming up again in a couple of weeks. And David is going to participate in that one and what I’m going to do. And he’s graciously agreed to do this, is we’re going to cover off on ÃÛ¶¹ÊÓƵ Campaign integration. So I wanted him to actually go back and review some of what he talked about regarding analytics, because he went through that kind of quickly. And I know that’s always a hot topic with ÃÛ¶¹ÊÓƵ Campaign classic customers, is how can they make better use of ÃÛ¶¹ÊÓƵ Analytics data? And David’s just got some great ideas and examples. So in that session, in a couple of weeks, you’ll be able to slow down, take a breath and cover some of those best practices. So that’s coming up quickly here on August 24th. And then just looking further out, a fun topic that I’m always super passionate about is the people side of the equation and just helping you understand what skills are required to do some of the things that David was talking about. But also knowing that you don’t do those as a practitioner in a vacuum. You work with IT, you work with other teams, work with other technologies. So how do you bring all that together? So we’re going to have that session later in September where I’m going to tap into a good friend and colleague of mine, Linda Reed, who runs the consulting practice for ÃÛ¶¹ÊÓƵ Campaign here at ÃÛ¶¹ÊÓƵ. And we’re going to talk a little bit about that. So keep an eye out for that and would love to see you on those in the future. And I think we just have one last slide, if I’m not mistaken. Please reach out to us. So if you have some questions on your mind, whether it be now or maybe something pops up in an hour or after you watched a replay of this, reach out to us. You know, we’re here for you. And I do want to keep the conversation going. And David, from the bottom of my heart, I really appreciate the time, the effort, the energy, the content that you put together. I learned a ton and probably took two pages of notes. So I really appreciate it and definitely look forward to engaging David with you again to help build this campaign community and keep everybody up to speed and inspired and so on. And with that said, I do want to thank everybody. And with that said, Anu, I’ll turn it back over to you for closing. Great. Thank you, Bruce. And thank you, David, for a great discussion and a big thank you to our audience for joining us today. Please note we will email a copy of the reporting after the event, so please keep an eye out for that. Again, thank you for joining us. We hope to see you again in the future.