ÃÛ¶¹ÊÓƵ

Transcript

Welcome everyone to Experience League Live. If this is your first time joining us, welcome. Experience League is your one-stop shop for getting the most out of ÃÛ¶¹ÊÓƵ Experience Cloud. Whether you’re looking for product documentation, tutorials, courses, or best practices from peers, you’ll find it all at experienceleague.adobe.com. And yes, this session will be recorded and available shortly after we wrap up. Today’s session is all about governing and prioritizing customer messaging in ÃÛ¶¹ÊÓƵ Journey Optimizer. We’ll explore how to reduce messaging fatigue, resolve journey conflicts, and ensure your most important messages reach the right people at the right time. Feature-wise, we’ll be talking about business rules, conflict management, and journey arbitration. Now, let me bring in my guests. I’m thrilled to introduce our first guest today, Ariel Sultan, Product Marketing Manager for ÃÛ¶¹ÊÓƵ Journey Optimizer. Ariel plays a key role in shaping how we communicate the value of AGO’s powerful features, I mean, from journey arbitration all the way through to conflict management and so many more. But let’s get in our second guest. So our second guest today is Ariel Sultan, Product Marketing Manager for ÃÛ¶¹ÊÓƵ Journey Optimizer.

I love it. I love it. Aaron, you’ve been at the forefront of developing some of the most impactful features in AGO, I mean, especially around, again, conflict management, prioritization, frequency capping. So I’m delighted to have both of you on the show. Now, it wouldn’t be Experience League Live if I wouldn’t introduce you with your fun facts. We know what you’re doing now at ÃÛ¶¹ÊÓƵ, but let’s get to know you a bit better. Ariel, let me start with you. You told me that you backpacked the John Muir Trail 200 plus miles in, which included summiting the highest peak in continental U.S., which is Mount Whitney, at sunrise, and that was all in 2017. That’s an incredible accomplishment, over 200 miles. I mean, really, what inspired you to take this challenging trek? Yeah, I’m always just kind of looking for my next outdoor challenge. And at the time, it was just meeting up with a friend who also was experiencing these same kind of desires for these kinds of challenges. And we’re like, what is an amazing thing we can do to kind of experience the Sierra Nevada range and the amazing mountains we have in California? And this is such an iconic trail to go and do in a really famous part of the Pacific Crest Trail. And it was astounding, just like the views, the weather, you’re really in for it. And you do like, I think, 40,000 vertical feet. There’s like five miles that are flat. The rest are you’re doing one mountain pass after another and seeing amazing views of the Sierras. And it’s just so ruggedly beautiful. It was really, really hard. Starved for a few days, but we made it through. And it was really rewarding to go and do Mount Whitney and eat whatever I wanted when I got home.

So what was the toughest, I mean, it sounds like this whole trail was tough, but what was the toughest part of the trail for you physically or emotionally? Yeah, I’d say there’s towards the end, there’s this one pass called Forester Pass, it’s about 13,000 feet. And we’re approaching it and we got hit by this super out of the blue, just like hail, lightning, thunderstorm. And we just like had to go for cover. And this was a part of the trail, which we called the starvation part of our trip because we just were running out of food. So we’re really hungry, we’re soaked, everything’s wet. And we’re just not going to get any of the day. So that was like a real low. But once it started to clear, it happened to be one of my favorite part from a view standpoint. The Ray Lakes is just astounding. There’s these three tiered lakes and these really rugged peaks behind. And I was like, one day I’m going to come back and do this loop. And it was like a 40 mile loop called Ray Lakes Loop. And it was just awesome to come back and not get crushed by the weather and my stomach. So it was good to come back fully recharged. You’ve actually done that loop separately and redemption.

Well that’s awesome. That’s awesome. Aaron, congratulations on the new addition to your family and how’s life as a new dad again? Yeah, it’s great. I really feel like I’m in my early fatherhood era, right? We just welcomed number two to the family. And so our oldest daughter Elle is two and a half and then our daughter Gracie is just six months. And so yeah, it’s definitely an interesting time of life and getting extra busy with working outside of work. Because yeah, the two littles, but it’s been great. So what was the biggest or what is the biggest surprise this time around? Did you have a, you know, surprise? I mean, I think it, I mean, it is our, you know, I guess I call it our second rodeo here with number two. But it is true. I think that, you know, with the first one, we were a little bit more particular this time around. It’s true with, you know, the binky falls out and it’s kind of just like, you pop it right back in and you’re wrong with it. You kind of have to. It’s I think a survival tactic, honestly, when you have, we’re doubled up, you know, with the number of kids. And so, you know, but I think this time around it’s really fun. I think just to see, they’re both so unique and so different. They both have a lot of personality, but in very different ways. And so, you know, it’s wildly different round too. Awesome. I remember, I have two kids as well, two sons. And I remember the second one with the first one is like, oh my God, he turned around with the second one is, shouldn’t he be turning around by now? It’s a very different approach. So true.

And I think the second kids, I don’t know if you guys have siblings, but what I hear from, from second and third children is like the first one, the parents have pictures of, you know, whatever this, this child did, there are tons of pictures with the second one. It’s like less photos, I guess with the third one, it’s even less. You’re lucky if you get one childhood.

Right. Okay. So again, so great to have you guys on the show. Ariel, I’m going to move to you again because you’ve done a lot of research across industries and I would like to know what’s the biggest insight that maybe surprised you when it comes to our brands manage messaging fatigue.

Yeah. Yeah. Thanks for bringing that up as we transitioned to kind of the main topic of the show. Really wanted to sound kind of set the groundwork for why this is an important topic. And what we’ve done with some research with our partnered research firm we did last year was to really look into what is the amount of communications that brands are actually sending to customers and what is that customer response? And it turns out it’s all lot of messages per week. And it’s about an average of 139 messages per week across channels. And as you can imagine, I don’t know about you, but I definitely feel overwhelmed with the number of promotions and even just personal family messages and group messages. And just to have that many things coming at me all the time. Really, I feel what I feel like this needs that I should be. I just like want to delete or ignore these messages and on average. Yeah. And then also just the subscription rate is super high. It’s like 86%. So it’s like we’re missing, we’re just basically overwhelming people and we’re having this kind of reflux that gut reflex response of, I just can’t deal with this anymore. Yeah, absolutely. I mean, I think we can all relate. Do you have, do you have some data to show us from that? Yeah. Yeah. So that was some of the data on kind of the customer response side. And then as far as kind of the, where the marketer thinks they’re landing at this point is they think they’re landing at this, uh, that they’re getting this message right. And they believe at like about a 74% rate that they’re sending the right messages and the right amount of communications to customers. Um, but as you can see, there’s this real bridge and this real gap between what customers think they’re getting and which is too many messages and then companies and brands just think they’re sending the right amount. And so there’s this real problem where just like sending too many messages is not really the answer and brands really have this chance to get it right. And that can be not just sending messages at the right time, but reducing the number of messages that are taking into account that there is this, uh, you can actually like, uh, make sure that you’re not dealing with that messaging fatigue and, um, prioritizing certain messages for that right time and making sure that customer has it on the top of their inbox and can care about it. Yeah. Um, and, and I mean, do with regards to the opt out rates, um, do, do companies actually, um, have the transparency across the different marketing, uh, verticals with regards to opt out rates, um, for their messaging? Yeah. It’s, it’s hard to say it really depends on if there’s a kind of like center of excellence or come cuss or sorry. Um, teams are actually talking to each other and have a visibility into what those, uh, types of conflicts are. So it really depends on the tooling as well as the organizational kind of, um, collaboration to have surface that visibility. Um, so yeah, that’s why we wanted to talk a little bit more about why we’ve created some tooling within journey optimizer to kind of address this, um, this need and kind of rectifying the difference in customer expectations and then brand what brands think they could, uh, they want to do the right thing, but just making it, uh, making it more visible and impossible for them to do so. Yeah. So, um, let’s move over to Aaron because Aaron, you’ve been deeply involved in building out conflict management and prioritization and a jail. Um, so based on what Ariel just told us, um, was that the original customer problem or what was actually the original customer problem that sparked this work? Yeah, for sure. Ariel, thanks for sharing those stats. And that’s, that is the reality that we’re seeing and we’re hearing, right from a lot of large organizations is that, um, some of them do recognize they’re saying, Hey, I am bombarding, I’m overwhelming my customer base with too many digital touch points, right? To me, email SMS, push, but also, you know, inbound, uh, as well channels for in-app, uh, web and things like that. And so the reality is that, you know, brands are well aware that their perception from customers is that aggregate of all of these touch points that are happening. But what’s going on a lot of times is that these large organizations, what we’ve, what we’ve been seeing is there’s different business units. There’s different areas in these, uh, you know, of the brand and they’re all, um, sending out a lot of communications, a lot of emails, a lot of push. And what, what, what we’re hearing is that we need to make it easier to really have a bird’s eye view from a marketing admin or a marketing executive standpoint, to really be able to, to know how, how much volume is going out from the system and are we overwhelming? Are we bombarding our customers with too many touch points and interactions? And so that’s exactly what we’ve aimed to address, um, with our tool. And so there’s really a couple of things I’m excited to demo today. One of them is called, uh, this conflict management tool where you can actually identify, um, it makes it easier to identify when we are sending out a large volume of certain types of communication and being able to identify overlap, um, with our audiences, right? So maybe you have campaigns and journeys. And the reality is that certain customers, um, are really involved in a marketing campaign and journeys. And we may wish as a, you know, as a marketing admin or executive to be more selective and say, you know, I want to reduce the chances or mitigate the risk. I should say that my customer is going to unsubscribe to my emails or worse, uh, mark me as junk, right? Cause nobody wants to be in that situation. We’re having to call our way out of the junk folder. Um, we estimate there’s a lot of people that are probably stop, right? We want to, we want to, again, do everything we can to mitigate people from opting out of our channels. That way we know our reach remains high. And that way when we do have an important marketing campaign, for example, we reached the largest audience possible. So, um, yeah. So with that, there’s really, so that was a little bit of context into why, you know, we’ve, we’ve taken the time that we have from a development standpoint to introduce some, some net new tools that make it easier to have that bird’s eye view, make it easier to identify when there is this overlap between campaigns and journeys from an audience standpoint, from a timeline standpoint. And so I’m hoping to, all of us here, exactly what that tool is and how to use it. Uh, I think one key objective from I’m looking forward to kind of diving in, but before we get started, Aaron, you have like some, an industry example, or maybe you’re gonna actually walk us through this of why, like maybe an industry that came to us and said, Hey, this is what we’re trying to work through. And this is why we built, um, conflict management and why we built a frequency capping types of tooling here. Absolutely. Yeah. That’s a great question. So I think we’re going to center today around the demo that I’m going to show is going to be around the retail industry. Um, but what I want us to do is really, we can extrapolate what I’m going to show to it’s, it’s relevant to so many industries. And we’ve heard from a lot of different, unique, large enterprise organizations, the need to have this better air traffic control capability to measure, to see what’s in flight out there. Um, and that bird’s eye view. And so it is, I want to be clear, it’s not industry specific. The demo today will focus on retail just cause we have a good handful of customers from the retail vertical, um, that have expressed interest in this, but, um, but yeah, well, we’ll kind of jump into the retail example, but I, again, I just want to invite everybody, right. To think about your use cases, your circumstances. Um, and I believe that there’s a chat too, and obviously I’m excited to show. Yes. That’s a very good point, Aaron. So, um, to our viewers today, this session is really, and as you can tell, if you haven’t been in an experience, like live session, we’re very conversational and we want to hear from you. You have the chats, the YouTube channel chats, just go in, ask your questions, or, you know, if you find something where it’s like, yeah, that’s exactly what we’re facing. If you have any examples, throw it in the chat. Um, we’re going to take up your questions during our session. So go ahead and ask the questions and, um, we’ll answer them and address them, uh, during the show. And this is, this is also to be interactive with, uh, with our, with our viewers. This is, this is for you. So if there’s anything that you want to see, um, that Aaron might not have showed, or that’s unclear, or if you have a burning question around this topic, throw it in the chat, we’re here to answer. Okay. So let’s dive in. Let’s dive in. I’m really excited to see what you’re going to show us today. Yes. And, uh, also I just want to be clear that everything I am showing here is generally available. So, uh, you know, anybody tuning in, feel free if you want to actually go ahead and pull up your environment in ÃÛ¶¹ÊÓƵ journey optimizer, you can follow along on your end. Um, and again, I love it. Let’s ask questions as we go and looking forward to the discussion. Well, perfect. Well, as we can see here, um, what I’ve done is I pulled up ÃÛ¶¹ÊÓƵ journey optimizer, and I’m in the process of authoring a new journey. And what you’ll see here in this, on the screen, right, is I have this new journey. I’ve given it a name. I’ve gone ahead and inserted my intended audience for these communications and I’ve dragged and dropped email and in-app. So we have a combination here of outbound with email and inbound with in-app. But as we’re all well aware, there’s lots of channel actions that we can drag and drop at this point in time. Um, the reality is that the marketer that’s setting this up may be wondering, um, for the audience that I’ve selected, is there a lot of other campaigns and journeys that are going out during the same time window as the journey that I’m authoring and planning to launch, or they might be wondering, Hey, am I already, you know, targeting a lot of my customers with emails this week? Um, they might want to know that information at the time of authoring in order to determine, you know, if audiences may be more mutually exclusive so that there isn’t that much overlap or in other words, that there’s not that many emails that are being delivered to a single recipient. And then for in-app, uh, one thing with any inbound surface, for example, maybe a website banner, the reality that we’re seeing is that, uh, there’s a lot of increased usage and adoption in AGO, which is exciting for us to see from a product standpoint. But what we’re also hearing is that, um, when there is hundreds of journeys and campaigns, sometimes what happens in an organization is that different areas of the business might be trying to target the same area, um, on a website. For example, maybe there’s a hero image at the top of a website and you can only return one piece of content there, but you know, if there’s different areas of the business that are trying to target that same area of the product, what we need to do is we need to make sure that we can introduce this priority concept to where we can rest assured at the most important piece of content being shown to our customer base. So again, there’s a lot of questions that a marketer might have at this point in the authoring process. So what I’m going to do is I’m gonna click the journey properties here at the top. And if I scroll down, we have this entire net new section called conflict management. And if I go in and I click this view potential conflicts button, what we’re going to see is this inventory view. And it shows all campaigns and journeys for this sandbox in, uh, in, in AGO. And so let’s run with a couple of those questions, right? One of those questions might be, as we know, this journey contains an email and I might want to try to gauge how many other emails are going out from the system in, in this time period. So I can filter down this list by channel overlap. And what we’ll see here is we have lots of, uh, lots of campaigns that have emails going out. You can see the start date, the end date. And for my purposes, um, I really only care to know what emails are going out from the system during the time window that this journey is running. And I can again get more granular and more narrow. So each of these filters operate as an, and so every time I do click on any of these, it will continue to narrow down that list. And so another key one, right? A question we might have, uh, is on audience overlap. So I’ve, I’ve dragged and dropped my intended audience for this journey. I may wish to know, you know, what other campaigns and journeys have overlapping audience percentage. And what we’ll be able to see here in this column on the right is that sure enough, it looks like this campaign that’s been live since January does have some audience overlap. Maybe that’s not problematic, but maybe it is. If it, if we are concerned as a marketer setting up this journey, what we can do is we can navigate over to the audience. We can figure out what are those attributes that are causing the overlap, and then we can, you know, make them more mutually exclusive. That way those customers don’t receive two emails this week, but rather one, right? So just throwing out a couple of reasons why this tool has been beneficial for some of the customers that we have in the limited availability, and it’s now generally available, but that was some, some good validation we’ve heard and received from customers on that front. Feel free though, I think I’m just highlighting a couple of, you know, the different filters. Erin, do you mind sharing a little bit more about the other filters here, like channel configuration overlap and capping rule overlap so that we just get more of a deeper dive here? Yeah, absolutely. So let me go ahead and uncheck these ones. Let’s talk about the channel configuration overlap. So in my journey, I do have an in-app action, and so we, I briefly kind of described that situation where, you know, we might have a banner that we want to show content on, and we might want to make sure that there’s no other campaigns or journeys that have that same channel configuration, which is that surface or area of real estate, I guess you could say, where we populate the content. And so this is kind of a gut check that a marketer might want to do and say, hey, I have this in-app channel, and I want to just make sure there’s no other campaigns or journeys that are targeting that same area of real estate. And I just filtered it, and luckily not. So it’s, it’s not of concern, but if this were to populate some items here, what I would need to do as a marketer is I’d probably need to go and collaborate, right, with whoever the author is of those campaigns and journeys and say, hey, I noticed that you’ve set up a campaign that’s targeting this area of real estate, and I actually also really want to, you know, showcase whatever content might be on that area of real estate. And so they’d be able to make that realization, right, with this tool by filtering my channel conflict overlap, channel configuration overlap.

So pretty much what I’m hearing is this is a great opportunity for teams to kind of reach across the channel aisle and be like, hey, I see we both want this one spot on the banner of our website, let’s figure out what’s the right priority of when this one should go above this one and work together for kind of a shared business goal. Yes, absolutely. And I’m curious to hear, you know, in the chat from anybody tuning in, if that resonates. I mean, something we’ve certainly heard from a lot of large enterprise organizations, sometimes that is the case, right? There’s a lot of different business units. And so that collaboration is really critical because if it’s not taking place, what happens is there is just that overwhelming number of touch points coming from so many different areas of the business. And so absolutely, Arielle, like you described there, we’re hoping that this tool raises awareness and does foster greater collaboration by acknowledging when those overlaps are taking place. Erin, we do have two questions in the chat. One is from Pedro, and Pedro is asking, is it possible to export this data to an AEP dashboard to present to other people? That is a great question. As it stands today, it is only available at the time of authoring this journey. So within this conflict management viewer, that’s where you’ll see it. But that’s actually, I love the feedback there. And I would love to actually maybe explore that more. So maybe let’s set up time, just because it sounds like maybe a requirement that we should incorporate onto our roadmap. But I like the suggestion, just want to understand a little bit more about the process of getting that available. And then we have another question from Yash. The question is, in this conflict view, is it possible to see the cadence of the journeys listed? The cadence of the journeys listed. I might need a little bit more context there.

Perhaps you’re referring to, you can have recurring journeys, which you might be referring to. There isn’t a column that showcases the type of journey. If it is a recurring journey, for example, if it’s every Monday we reinitiate that journey, you would have to click into that journey itself in order to find that information. But please confirm in the chat, if that is something that would be valuable to have as maybe an additional column, or open to your thoughts and suggestions there on maybe an enhancement. But I think this is also something when, if you want to double click into it, if you look at the schedule overlap as well, I mean, the cadence is important to know, but I think in your, so, oh yeah, Yash just said, so if a journey sends an email every week, can we see that in this view? Yeah, that’s. Yeah, I think what we’re just showing today is the start and end date. So it might, yeah, so it might be requiring you to go a click deeper in order to extract that. But that’s great feedback. Let me look into maybe the addition of showing if they are recurring journeys, just to avoid that additional click into the campaigns journeys.

Yeah. I like it. I like this feedback. So keep it coming from a product standpoint, this is excellent. Yeah, absolutely. And I mean, I think, I mean, the schedule overlap already highlights, okay, are, you know, in that timeframe for the journey that you’re working on, that other journey is sending out messages, but then of course you do need to know how often and yeah, I do. I can see that it would be extremely valuable. We do have another question from top pretender and top pretender is asking if I have two in-app message campaigns targeting the same spot in the app and they have different priorities for the first time, the higher priority one would be displayed. What happens to the second one? Yeah, so it would be discarded. It would not be shown to the recipient. So that is a nice, great question. And I think a helpful segue into the next aspect of this, and I’m hoping to demo is this introduction of a priority score. So let me go ahead and close this out. Aaron, let me ask you, I know you’re going to go in, but we just saw two priorities. And I know the priority score you mentioned it when we were talking earlier goes to a hundred and they’re both set to 99. Which one would get the priority if it’s the same score? Yes, so it’s the least recently modified would take priority. So if there is a situation in which a marketer is maybe assigned 99 to both, whichever one was published first would actually be what is displayed. And so just to come out there, it’s a great question. A unique priority scores to the different in-app messages in this example. But good question. Also, you want to highlight, yeah, so the priority score here, it’s a numeric value from zero to 100. The higher the number, the higher the priority. So in this situation, my in-app message, the score of 99 is going to be displayed before that in-app message of one, for example.

So basically coming back, I’m just thinking, I mean, I as a marketer would know the priority of my campaigns, but now coming back to the cross marketing channel campaigns, cross team campaigns, I think that’s coming back to what Ariel said before. It’s really important for the teams to communicate with each other because this might be my priority for my campaign, but Ariel might have the second one that we’ve seen that might’ve been Ariel’s, Ariel, sorry. And that would be within her set of campaigns, the top priority, but then we need the overall view over what’s the priority across the business or across this part of the business, possibly. Just to set the record straight, my priority will come above Sandra’s priorities.

We don’t even need to set scores.

It sounds like you’ve already worked that out, but no, we’re raising a great point. Sorry, Erin, to stop you here, but Top Refender has a follow-up question. So is there any reporting data on the second campaign that we were talking about so that I would know it was never displayed to the client due to competing priority? Great question. Is that called in the report? Yes. So within the report, there should be an excluded reason section. And I believe we showcased the aggregate number of customers who were suppressed from seeing that. So that’s one area. And then there’s the step events as well. So you can look at a particular profile and within the profile section, you should be able to identify that a profile was suppressed due to priority.

Okay. I think you can move on. Awesome. I like the questions. Okay, great. But yeah, so maybe what I do want to spend a little more time is talking through this concept of priority. Really it’s manual prioritization. And it does hopefully foster collaboration as we just acknowledged where it raises awareness that, hey, there is a lot of communications going out. There’s a lot of competing campaigns and journeys and decisions need to be made. If we want to really only show the most important or the best campaigns and journeys, what is that? And so there is going to be a lot of collaboration involved there just to make sure that we have the right priority in place. So what I want to kind of segue into, and I’ll go ahead and share my screen here, but I want to give another example where we have seen customers asking for the ability to prioritize journeys in order to ensure that the most important journeys are being enrolled into. And so I want to get concrete with a specific example here. Again, this is going to be specific to the retail vertical, but please do think about your business needs and how you might be able to leverage a couple of the net new capabilities here that we’re going to talk about, such as journey frequency capping with the combination of prioritization that ultimately results in us being able to optimize really the best journeys for our customers. So we’re going to run with this example. We’re going to say we have two journeys here. Journey A, summer is here. We have the summer apparel promo journey.

However, scheduled later in the week, we have this journey B, which is this 4th of July promo. And what we know as a business is that our 4th of July promo historically has really outperformed any other competing promotion like journeys that we’ve had in place. And so from a marketing standpoint, we want that to be a higher priority. And we really want that 4th of July promo journey to be a focal point, meaning that if there is any other journeys that are initiating in the days leading up to it, we actually want to suppress the overlapping audience members from entering into both. So in this example, for the summer apparel promo, that’s going to start on Monday and it’s going to run for a couple of weeks with a lot of different touch points. We have Brad, Jane and Liz in that audience just to keep things simple with three customers. But journey B later this week, Brad and Jane are also in the audience for that eventual journey that’s going to start. Seeing that journey B is higher priority, we may wish to intentionally suppress entry into journey A, hold them out, right? Because we know the business value and the business impact, at least historically with how it’s performed for the 4th of July promo camp, for the 4th of July journey. So our desired outcome in this example is that we want to make sure that customers only going to be enrolled into one promotional journey at a time. We don’t want a world in which they would be seeing a discount on maybe a t-shirt and then also like this 4th of July 50% offer. That’s just conflicting deals and discounts going on. So the brand is trying to say, hey, I just want one promotion at a time and I want it to be the most important promotion that’s running. So that’s a key requirement here. And then the second one is that we want to make sure the customer is only going to enroll into the highest priority when there is this audience overlap, as we can see. Any questions before I jump in? Because I want to show us how to actually achieve this. In the product. Might fit in here, which you’re probably going to cover when you’re showing us how to achieve this, but it comes back to the priority ranking. So assuming we have the situation here and the journey A is already has a high priority and we come in, let’s say as a priority of 99 and then we come in with our journey B and we want to prioritize that higher than journey A, but 99 or 100 is basically the highest. Can we, so Tara paranormal investigations, I love that name. Can we lower its priority without having to duplicate or version a new journey? So if I want to have journey A and it’s already prioritized, I want to lower the priority. Can I easily do that? So once a campaign or journey is either scheduled or live, I think it’s a good idea to do that. Because we can’t modify that locked in priority field. And so there would be the need with the way it’s been built today to duplicate, modify that priority score and then relaunch. So it’s a fair question. We’re actually looking into making it retroactively applicable. But for the time being, the answer to that is no. If it’s already live or scheduled, then you’ll need to duplicate. I think one thing to keep in mind, I mean, our examples are all like highest priority because Ariel and I are competing with our journeys and we’re like, ours are always 99. But if we’re realistic- We have reached the vote for who gets the higher priority for the next campaign. So you owe me a lot.

99 is 99. Somebody’s going to be 98, I guess. No, but I think it might also make sense to say, because we can go from one to 100, not to always put everything on the highest priority, but to say, okay, you stay somewhere in the middle. Let’s say if it’s high priority, it’s 50 plus. If it’s lower priority, it’s less than 50. It’s like one of these ongoing journeys that can be overwritten or campaigns that can be overwritten by other more higher priority ones that we already know that that might happen. To stay in a range where you can actually adapt so that if you see that Journey A is competing, you can go and take a look at how is Journey A prioritized. Then it’s, let’s say, 68. And then you say, okay, I’ll put mine on 75 to be on the safe side. So not to prioritize, always close to the 100 because you want to make sure your journey is going through or your marketing campaign is going through. I think that’s maybe a takeaway here as well. And if you keep that in mind, you might not have to lower it because you still have bandwidth to go higher. For sure. That makes a lot of sense. I actually had one more follow-up question that’s relevant. What do you do about transactional versus marketing types of journeys and campaigns? How do we mitigate the issue where you do need those transactional messages to always be going out and not be suppressed in any way? Yes, absolutely. Okay. So you’re raising a good point. So in this example, I do want to touch on marketing versus transactional because of course there’s going to be situations where we want to make absolutely sure that certain communications are never blocked when it comes to a priority or to a frequency capping constraint that’s going to be applied. So with this example here, one key element of this is that we’re saying there’s these two journeys and we want to limit a customer to only being in one of these journeys at a time. So I’ll walk through the steps of creating that frequency capping constraint, which is no more than one journey at a time. And in that setup, there’s marketing and transaction. You can really only create frequency capping constraints for marketing communications. And the part of the reason for this is that we want to make sure that if there are those transactional journeys and communications, that those won’t be suppressed by any sort of frequency capping rules nor priority. And so the trick to that and the key to that is to make sure that we’re not ever applying any sort of business rule constraints to those transactional communications. So as long as we’re applying the constraint, those will always stream through successfully to the customers. That’s great. That’s really thoughtfully built to take that into account.

Yeah. Awesome. So what we’re going to jump over to the product engine now is a couple of call-outs. So number one, we’re going to create that frequency capping constraint of no more than one journey at a time. We’re going to actually apply it to both of these journeys. We’re going to say that today is Sunday and I’m setting up these journeys for our example. And then once we’ve applied that capping constraint to both, we also of course want to make sure we’re inserting the prioritization score. We’ll give this journey on Friday a score of 99, the one on Monday a score of one, just to make sure that in our example here, Brad and Jane are suppressed and only enter into the journey later this week. One last key call-out, what we’ve built into the system is this ability to, when we create the frequency capping rule, you’ll be able to look ahead into the future to identify if there is individuals that are in the audience for an upcoming journey. That’s another key piece of the puzzle here, right? Is that look ahead capability, because at the time of entry on Monday, the system needs to be able to intelligently recognize that Brad and Jane are scheduled in this upcoming journey on Friday. So that was a lot of info, but I think it’ll become really clear when I just jump into the product and walk us through the actual UI here.

So starting with business rules, and feel free, please do jump in if there’s any questions along the way here as I highlight these steps to achieve the use case. Please chime in.

All right, so navigating to business rules on the left-hand side of the product, what we see here is I had already thrown together this rule set. You’re going to give a rule set as a folder of rules, which are going to be applied to the journeys in our example. But let me just walk through the creation process, just so we see the UI. So what we’re going to do here is we’re creating a journey frequency capping rule. I’ll go ahead and hit add rule here. There are two available types of journey frequency caps available in the drop down. For us, in this use case, what we’re saying is we want to make sure that a customer is only enrolled into one promotion-like journey at a time. And so that’s concurrency, meaning that that customer is going to stay enrolled in that journey. Once they exit the journey, they would then become eligible to enter into another promotion-like journey. And so that’s the reason that we’re going to use the journey concurrency cap in this example. Journey entry, just to take a moment to acknowledge that one. Let’s say that we do have staggered journeys starting several days throughout the week. And as a marketer, we’re actually okay with simultaneous enrollment into journeys. Maybe we only want to have them enter into one journey a day. So Monday comes around, they’ll enter that first journey, then it will reset at midnight. And the next day that customer can enter into another journey on Tuesday and Wednesday. So just want to make that key call out depending on your brand’s use cases. You might want to use entry capping, or you might want to use concurrency, but both options are available to you. Erin, Diego has a question which might fit into this. I’m not sure if this can address it, but Diego is asking, and if journey A is activated by removing the profile from journey B, but then it has decided to turn off the scheduled journey B, would there be a way to recover the deleted profiles from journey A? Or the excluded profiles, I would probably say, call it. Or would there be a way to address that maybe with the rule type that you’re setting up? Yeah, I’m trying to make sure I understand the question in regard to the audience modification here with the deletion. Can you maybe ask that one more time, Sandra? So it’s, oh yeah, you can’t see it because you’re demoing. So it says, and if journey A is activated by removing the profiles from journey B, and then it has decided to turn off the scheduled journey B, would there be a way to recover the deleted profiles for journey A? So if during journey A’s runtime it is activated, but because the profiles, Brad and Jane, I think were the two are excluded because they’re deleted, they’re not entered into journey B, but then before journey B starts, it is cancelled. Is there any way to recover the deleted profiles and have them enter journey A again? Okay, great question. So if I’m following correctly, what’s happening here is at the time of entry into journey A, that is the moment when that profile is about to enter into journey A, that’s when we do the lookup. And we say for this profile, are they in the audience at this point in time for the upcoming journey? If yes, suppress entry. If no, they’ll proceed. So if there is modification to journey B after that point that they’ve entered into journey A, once they’re already in journey A, they’re going to stay in journey A, assuming both journeys have the concurrency cap applied to it. So to answer the question there, if there’s any modification or deletion to an upcoming journey after entry is taking place, the system, she’s already in there, she’s going to stay in there, and that’s just how it operates. There is a way, if the desire is for somebody to exit the journey that’s maybe happening sooner, there is certain exit criteria in the product where you can say, you know, you can build in that criteria to whatever you want it to be, but they can exit out. And maybe the intent here is that they might exit out of that first journey before coming to journey B. And so that is a capability. And whoever asked that in the chat, feel free to reach out directly and I can send over some documentation that might be helpful for this specific use case. I think it’s the other way around. Like, like, say for example, you’ve already added the cap to so like, basically journey B has already suppressed the audience from journey A. So how do you address the fact that if B gets deleted, like the whole journey is just like, you no longer have that cap, what happens to that audience that was already suppressed? Yeah. Oh, so they would actually enter into no journey in that case. So if it’s maybe Wednesday, and they were already suppressed from journey A, and they delete that Friday journey, then the reality is that that customer, right, they, they missed the entry, depending on what type of journey it is, if it’s a read audience, and they missed that entry point on Monday, they wouldn’t be enrolled into that journey. However, if it’s a trigger journey, that’s a different story where, of course, if the trigger happens, they would then enroll after the deletion of journey B, if that makes sense. Moving this to the rule type that you’re defining here. So the journey entry would basically exclude the profiles from from entering one or the other journey depending on priority. But what about if I choose as a rule type journey concurrency cap, where it’s like, would it be with one of the profiles exits the journey with a lower priority? Or would they stay in the journey and just not receive the communication? Yeah, once they’ve entered into the journey, they stay in the journey. So nothing that we’re configuring here would force an exit on any journey already enrolled into. And they would still receive the communication because they’re in the journey or with the communication be suppressed? They would still receive the communication. So they’ll see that camp that journey through if they’re already enrolled.

Okay. Unless you look at an exit into that journey. So the last takeaway here for me is that you need to set these rules ahead of time. And they’ll kind of lock in whatever happens. So being pretty intentional about why you’re capping and knowing that it’ll be hard to kind of adjust once these things are in flight. I think that’s like this. Yes, I think I mean, obviously, as a marketer, you plan out your your campaigns, and at least if it’s if it’s within your, your area and responsibility, you’ll have your campaign plan, ideally, you’ll have a plan over over all the marketing campaigns that are running within your organization. And so you know what’s coming up, and you can set the rules according to what you know what’s coming up, obviously, things change. And also, I mean, we we have a feature that’s that’s being released. And I’m not sure when exactly, but we’ll have the the campaign calendar within Journey Optimizer, which will help, you know, keep an overview over what what your plan is within the system. And that will also help define, you know, frequency capping and prioritization of all your, your campaigns. So I think that’s going to be extremely helpful in this context. For sure. That is a great call out, Sandra. And I think from a development standpoint, it’s looking really good. So I think we should get on the calendar and experience the live to deep dive there, because that absolutely a very beneficial and relevant tool to just add even more clarity to the details of what’s currently in flight. Okay, perfect. Awesome. So now I’ve gone ahead and continuing to run with this example, right, we just want to see through the use case end to end here. I’ve gone ahead and I’ve created this rule with that seven day look ahead period that we will recognize the Friday journey on the radar. I’ll go ahead and activate for this rule. And I also want to make sure that I activate this rule set here. I can go ahead and activate it, although I probably will end up using one I’ve already configured. But so we’ll now see here is we’ve just created this rule set with that journey capping constraint of one concurrency cap of one and the seven day look at period. So now let me hop over to our journeys. And what we have here is we have these two journeys. So I’d already just gone ahead and drafted them for the sake of time. But as we know, this summer apparel journey is the lower priority. And so I want to make sure that, you know, we give it a low score here, I can apply that rule set that we just created together. If I wanted to, I could view potential conflicts for all of those filters and features that we just covered just if I do want to identify any overlap across any of those variables. I feel like we’re familiar with that enough now. So what we have here is I’ve assigned the priority, I’ve assigned the capping constraint, and I want to go ahead and hit save. What I’m going to do is I’m going to jump over to and I can actually go ahead and publish this journey now, which is fine because I’ve gone ahead and let’s see, I’ve scheduled a date here sometime in the future for the 30th. So yeah, we’re ready to go. And I’ll go and hit publish.

It might take a couple moments from this to go to from publishing to live. I won’t stick around, but I will, we’ll see it here in the inventory view in a second. And then I’m going to jump over to the 4th of July promo journey. And the same thing applies, I’m gonna open up the journey properties, make sure I’ve assigned that rule constraint, higher priority given. And let me just make sure I’ve scheduled this for the 4th of July.

So I do this here, and then bounce on up and hit save. And then I can go ahead and, would you look at the conflicts first before you publish because it’s such a high priority journey, just to make sure we don’t have anything that has a high priority as well? Yeah, so the key call out here for sure. So if there is the desire to see overlap, one huge key call out with where we’re at today is what you’re going to see is it’s an inventory of all campaigns and journeys, but the status would need to either be scheduled or live. So I do want to highlight if anything is in a draft state, it would not show here. So just, we want to make sure that we’ve rescheduled the other journeys before fetching conflicts.

And if I would see, I don’t know if there is an overlap right now, but if I would see something that I feel critical and that journey or campaign doesn’t seem familiar to me, can I find out who I need to reach out to? Yes, you can. So let’s say that maybe we want to filter by which other journeys have this capping constraint applied to it and the priority. We could click into, if I click here, you can navigate over to this journey. And in the journey properties, you should see who the author was. Perfect. So I’ll call you until you’re off. But our audience is off. Yeah. Yeah, we can both make our business case to each other on why our journey is so heavy. I’m open-minded, Solange. If you come in with a compelling case, maybe I’ll lower.

But anyway, so yeah, once we’ve done that, we’ve gone ahead, the configuration’s ready to go, and we’ve gone ahead and activated both of these journeys. So at that point in time, we’re ready to go. So as soon as the customers at the time of entry, each profile, we’re going to look it up. We’re going to see, is this profile for the concurrency cap, are they already in a journey? That check is going to take place. If no, we’re also additionally going to look forward. And we’re going to say within the next seven days, is there any higher priority journey that I’m in the audience for? If yes, I’m going to suppress entry, I’m going to hold them out for the higher priority. So that’s essentially what’s happening at that journey entry runtime, I guess you could say. Yeah. So again, if there’s already a running journey that they’re part of, which has a lower priority and I get the higher priority journey that then kicks in, what happens? Because you said if they’re already in a journey, they don’t necessarily exit, do they? Or can I define an exit criteria that says, hey, if there’s a higher priority journey, then please exit the user from this journey, or is that automatic? Yes. So the key call out here is that maybe they’re already enrolled in a journey, but that journey needs to have that rule set applied to it, to that constraint, right? So if that rule set is not applied and they’re already in a journey, then that’s not going to apply. So maybe that doesn’t even factor that in as part of the criteria at entry, right? So it kind of ties with those transactional use case examples, right? Maybe there are those long-running journeys that are transaction-like in nature. We’re not going to apply that frequency capping constraint to it, and so it wouldn’t even be taken into consideration, if that makes sense, at the time of entering into the summer apparel promotion journey. Another journey I can think of is the classic birthday journey, right? The birthday promotion, which you’ll have running, and we don’t want them to drop out because we want them to get their birthday promotion, even if it’s on the 4th of July, or maybe it’s actually the 4th of July, they’ll get both, which is great. Good example. Yeah. We’re okay with doubling that up. Right. So the key is, so just calling out, whichever journeys have that rule set applied, it’s really creating that collection or that subset of journeys that are taken into consideration. So yeah, with that birthday example, maybe we want to make sure they always get that birthday message. Just make sure they’re not in that collection of journeys that have the rules. Over 100, the priority.

Yes. If you want to include it, then it’s a score of 100. That makes sense. You can almost see it as transactional, right? Transactional loyalty.

Exactly. The other thing is loyalty journeys are a good example as well. There are certain loyalty journeys that you might not want to exclude them from, depending on your loyalty program. So I think that that is a good example as well. Especially, I mean, retail industry, but also in travel, that might be a journey you want to continue. Great. We don’t have any more questions. Aaron, is there anything that you want to show us? No, that’s pretty much everything. There is one more thing that I do want to highlight, related to a question that was asked earlier, actually. I just want to show where in the report you can see the volume of individuals that were suppressed from entering into the lower priority journey because of the higher priority journey on the radar. So if I go here to view report, I’m going to hit view all-time report. I hope I selected a good example here, but let me showcase where you will find that information in the report. So what we have here is there’s going to be this journey exclusion section. And within, I didn’t pick a great example that has some data in it, but I’ll just explain what they’ll see here. What you’ll see is that volume, the aggregate number of individuals that were suppressed from entering due to priority. You’ll also be able to get a little bit more granular in the report here, and you can actually see which specific rule inside of the rule set was the cause of the suppression. And so I just want to highlight this. Of course, I think it’s always important, right, to after you launch these journeys and analyzing how many people enrolled and whatnot, it’s important to acknowledge those folks that were suppressed due to prioritization. And that’s what you’ll be able to see here in the report.

That’s awesome. This is great. Yeah. So important.

Yeah. So I think for me, it’s like the best practices and takeaways are really like, this is a huge opportunity to more intentionally design how you want to send certain kinds of marketing messages to your customers based on priority. You get more visibility into different kinds of conflicts so that you can mitigate those issues and actually send that right time messaging, particularly from a mark for marketing use cases. And then the other kind of opportunity here is to work more closely cross-functionally because as companies evolve from single channel to multi-channel on an omni-channel, it’s like, how do you have a shared business goal so that you can one, mitigate the conflicts and to making sure that as more channels get added to the lineup, how do you actually prioritize and make sure that these types of multi-touch journeys are really getting to the customers in a meaningful way. So there’s a collaboration angle here. There’s also an opportunity to have more visibility into your journeys and kind of have more fine tuning and governance around how you actually control which journeys get sent when. So this is a huge step in the right direction for right time messaging. And so really exciting to see this comes to the product and I know we have a lot more coming, so I don’t know if you have a few minutes. But this is just a great starting point for users to kind of dive into. Erin, can you give us a bit of an… Oh, let me, before we go there, Diego has another question. If a profile hits the concurrency cap, but qualifies for a journey without the results set applied, can it still enter or does the cap apply globally to all journeys? I think the question, yeah, the cap is not globally applicable. So it’s only as specific to that subset of journeys. So in that example, they would, even though they’re already enrolled in one journey, if they’re about to enter into a journey that doesn’t have that rule set applied, they would enter into it. Perfect. I think that’s exactly the example where we have the examples. There are some journeys where we just do not want to apply any rule set. We just want them to go through, even if they’re not transactional. Like the birthday one, for example. Exactly. Yeah. Erin, can you give us a bit of an outlook of what’s coming up future-wise? I know we have a couple of cool things in the pipeline.

We do. And so again, it’s been great to have everybody tuning in and joining, but we always welcome and appreciate feedback. So reach out if this is an area of interest or there’s enhancements, even in this discussion. I love that some of these potential enhancements were surfaced. So please reach out. One that is top of mind for us is around this priority score. We know that today what we support is a marketer to manually give that score.

For anybody in the call here that has used decisioning, you know that we actually do support formulas and AI models to return the best pieces of content to customers. This is something that also hoping to incorporate for the object of journeys. Meaning we’re looking into, you know, rather than having a static numeric value, being able to intelligently give what the priority should be based on customer data. And so that is something that is in the works, being able to have formulas where we boost that priority score if certain criteria is met, or again, the use of AI models to say, for, you know, in our example for Brad, this should be the priority of this journey versus a separate priority score from a different journey based on a lot of those attributes and variables that we can build into our models. So again, we’re excited about this. There’s a lot of good things happening on this front. And if anybody on the call has interest in learning more about this or has any use cases that you think might be relevant, now would be a great time to connect. Please reach out to us and we’d be happy to kind of show this is one, just one of a handful of things that we’re currently working on enhancing with this specific area of the product. So we’d be happy to connect. That’s an exciting feature where it’s really personalization within the prioritization. Oh, we do have a question from top pretender. Is this part of basic decisioning or is it an add on of, or part of add on decision engine? So is it global decisioning or? Yeah, so it actually, with what I just showed, it’s actually generally available and there’s no need to actually to have the decisioning skew with it yet. Once we do incorporate formulas and AI models, TBD truthfully, we don’t have an answer for you quite yet. But for anybody that does have the decisioning skew, you can rest assured that you would be able to leverage this for the journey object what I just shared. So for now, though, everything that we covered today, anybody tuning in, whether whatever plan you have, you should be able to see that in your UI and use it. Perfect. And we do have information on experience league within the documentation and the tutorial section coming up as well. So yes, so perfect. We have one minute and we have one more segment. It wouldn’t be experienced the glove without it. So the additional segment is.

It’s our unrelated cool tip. So, Ariel, you told me and I’m really excited about that, that you used to have a food blog and you have one or actually maybe two cool tips for us. Yeah, two quick food tips, because I don’t know about you, but I’m getting hungry is that if you want to make sure that your ice cream doesn’t stick to the spoon, how annoying is that when you can’t get off the spoon? You can run it under hot water for a few seconds, like 10 seconds, your spoon, and then use that hot warm spoons to scoop your ice cream. It’ll just come right off. And that’s just like a nice, quick way to get ice cream without all the sense of it getting stuck to the spoon. And then the second tip for other foodies out there is I’m a huge muffin fiend, but I don’t want to eat 12 muffins in a few days. That’s just a lot. But what’s great. It’s a quick, quick, quick to go breakfast. And what I do is I will make muffins, try to cut out a bunch of the sugar. So making a healthier muffin, suffice my sweet tooth, and then freeze them. And I can eat, put them in the microwave at any time over the next month and have a quick to go a muffin or just with some yogurt and granola. And there we go. You can get muffins on the go and it’s a homemade whenever, whenever you want them. Okay. It’s official. I’m hungry now. Guys. Thank you so much. Thank you for the cool tips, but thank you for the show. I think this topic, especially the topic was, was, or is really interesting, highly relevant to every marketer. And it was a pleasure to have you and I’m looking forward to having a show in future with you guys, maybe talking about related topics. Maybe the AI decisioning support for for the prioritization. Thank you also to Chuck, who is our producer today and who’s been running the show in the background for us. Great job. And I’ll see you all for our next experience, like live session, have a great rest of your day, evening, wherever you’ve been calling in from. And yeah, see you soon. Bye. Bye. Thank you.