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Transcript

Please welcome to your screens, Laurent Valenza. Hello everyone, I’m Laurent Valenza. I’m a solution consultant. I’m an expert in marketing automation at ÃÛ¶¹ÊÓƵ. Thank you all of you for participating to this event and this presentation. Today together we’ll spend some time in ÃÛ¶¹ÊÓƵ Compain Standard and discuss about advanced targeting and personalization with enrichment. We will talk about substitution addresses and marketing pressure. Do not hesitate to ask questions in the chat and before make sure that you are in the correct session. So if it’s not the case, you simply have to click on chat in the left-hand column and then choose the chat at the top of the page. So let’s begin with targeting but before getting to the solution, I would like to remind you a few key concepts for this topic. And first when we are talking about targeting, the first point is the data model. As you probably know on ÃÛ¶¹ÊÓƵ Compain Standard, our customers are the master of the data model. And the objective is to create as many tables with as many fields as the business requires. Any field in the data model can become a targeting criteria, so that’s very powerful. And the objective for any business user is to have a global view of all the activity of its customer and then be able to target on all the information of the profile table but also to be able to take advantage of all the related tables such as, for example, targeting on a purchase history. In ÃÛ¶¹ÊÓƵ Compain Standard, targeting has been clearly sought for the end user. So you know that the tool is drag and drop and we will do the same during the demonstration. And it includes a list of logical and Boolean operators to facilitate the combination of criteria. And for each added criteria, you can ask for a real-time count to measure the target’s potential. We are able to easily create some aggregate as well during the targeting such as a count, a sum, an average that can be used as a targeting criteria, that’s used on all tables and that can be linked to the profile table. So for example, it’s very easy to target all customers who have made exactly two purchases in the last six months within the interface. This is a very powerful and easy interface in ÃÛ¶¹ÊÓƵ Compain Standard. And if we want to go even further in the targeting, you can enrich the target with additional data. It’s possible to associate information from related tables to the segment just created. And for example, if I want to get information for a list of the last three purchases made by the customer to personalize my content, I can do that through the enrichment data. So this can be very useful when you want to be better related to the personalization. And in order to display the list of each information in the data. So what I propose to you now is to switch to the demo environment and to see how we are going to do that directly in the solution. So as you can see, I have already a workflow that is set up. Let’s keep this one for later and let’s start from scratch. So I will create with you a new query as I want to get through the different steps of the targeting. And once again, the workflow as well has been a source for end users as it is very easy to use, drag and drop. And if I want to begin to start the creation of my segment, I will use some attributes linked to the profile. Go through the link of profiles and see all the attributes linked to the profile. But I can as well use shortcuts with the segment, for example, and select all my gold and silver customers. So very easy for this point. I can have a count. You can see that I have more than 30k of profiles that answer to this criteria. But let’s say I want to go a little further and go to the Explorer tab because I want to use any information that are linked to the profile to enrich my segmentation. And for example, let’s say I want to go to the order tables and I want to retrieve all the customers that have made at least one order in the last three months. So I can use here this link to go and to see all the attributes of my order tables. As you can see, I have the brand, the category, the channel, etc. So I will take here the order dates because I want to retrieve all the customers for the last three months. I have this useful filter so I can choose the type if I want to select a specific date or range. Let’s say I want to choose this relative type because I want this to be the last three months. And that’s it. So once again, very easy to filter and to get information related to a link table. And as I said before, at each step, I can have a count of my target. As you can see, I have now 14k of profile in my segmentation. So that’s it. I have built my segment. I’m okay with that. Let’s say now I want to have some additional data because I know that I will send a communication through an email, for example, and I want to display some information related to the last orders. So that’s not easy to do that because if we want to personalize, for example, the context with some profile attributes, it’s easy because we have the data directly in the profile table. But if we want to personalize the content with some related data, for example, stored in the order table, we have to create an enrichment. So let’s go to the additional data. Let’s create an element. And at this point, I will go and I will select my table. So there it is. And then the solution will ask if I want to create an aggregate or a collection. So aggregate will be very powerful. For example, if I want to create an average on the last purchases and to have an additional data, that’s not what I want to do here. I want to get a collection because I want to retrieve the last three orders for each profile that are in my segment. Let’s go now to the data tab where I will be able to select all the information I want to retrieve from all the orders. So let’s get first the order date. Let’s say I need as well the brand. I will select, I think I have the label. So maybe I have the name of the product linked to the order. So it’s like a basic example to show you how we can do an enrichment. Let’s select the order net price as well. And then because we will personalize the communication with some assets linked to the order, let’s select the URL that is linked to the right product. Okay, that’s it. So now I have all the data I want. As you can see, I have two more tabs that are very useful. And for example, the filter tab. So I have a multi-brand in my instance. So multi-brand order as well. So let’s say I only want the last three orders coming from a specific brand. So I will select this criteria and check here the reach up as I want only the reach up orders for this communication. And the last part is the sort because for now the solution will retrieve three orders in the table but not the three last orders. Here we want the three last orders. So let’s select here the order net. And we can sort it through the listening way. And that’s it. So when I click on save, I can restart here my workflow and you will see that linked to my segment, I will have some additional data at my disposal. So let’s give him some time to create this and that’s it. And if I go on this view, as you can see, I have the data. And for each profile, I have all the information related to each order. So for now, I have the two orders that are displayed. But if I go here, I can add as well the information related to the third order. One last thing related to this additional data is that you can use this additional data to add none other criteria related to the target. And let’s say, for example, that in my communication, I want to personalize for at least two orders. I don’t want that the solution selects the profiles that doesn’t have only one order because if it’s the case, I will have some blank information in my email. So let’s say, for example, here, I want to ensure that I have a second order for everyone. So I will select the level and I will just ask him to retrieve all the customers that have something on the level part of their second order. So that’s it. Now I have my final target. And as I restart, you will see that I will have a little bit less of profiles in my segment as I just add another criteria related to the additional data. So that’s it. So let’s come back now on the slide to go to the next topic. And once again, do not hesitate to ask any question in the chat related to this demonstration. So we have just created an enrichment. And we will see how we will use this information related to each order in the rest of the campaign. But before getting back to the solution, let’s continue to look at some concepts around workflow and personalization. First of all, and as you probably know, ÃÛ¶¹ÊÓƵ Campaign Standard Workflow, this is clearly the tool where you will spend most of your time as an end user. The workflow allows you to script a marketing campaign. And of course, in ÃÛ¶¹ÊÓƵ Campaign Standard, you can create some one-shot campaign by associating a template with the segment. That you can create as well some more advanced campaign with the chaining of actions, allowing you to create different paths according to what we know about our customers and their actions. So for example, in the workflow, you can decide to start your campaign with a scheduler, create the target as we have seen before, and then engage with the right channel. And for that, decide what next step you want to take based on the direction of your recipients. So now let’s talk about the personalization. And I mean, this is the same regarding of the data and about the targeting. Each field that you have access in the database, in the ÃÛ¶¹ÊÓƵ Campaign Standard database, can be used as the personalization criteria. Whether it’s the attributes of the profile or the data present in the linked tables, such as purchase history, relational history, offer recommendation, and so on. So once again, SaaS for this part two is designed for the end user. Using profile information to personalize the content is made easy by a wizard that will automatically add the tag to the desired location. Everything can then be checked in the message preview so you can verify that the personalization is good and all the fields have been replaced. And to go further with this personalization, you can use what we call the dynamic content that will allow you to create several versions of the message. And this dynamic content can be applied without any code to a text, to an image, or an entire block. So for example, we can have different content according to an RFM segmentation for an average basket for product appearances, for example. And all of this will be done graphically. But now let’s go back to the enrichment we just created. As I said before, this is what will allow us to customize content on data from related tables. And those data are not directly aggregated from scratch to the profile table. So this is what we call the one-to-end personalization, which very few solutions are able to do. And I think this is a very powerful tool when you want to use all of this information. What will do the solution with this enrichment data is that those data will be flattened as simple attributes of the profile table, as I just saw you in the solution, which allows to use them when customizing a content. And in this example, we will customize an email. So whether it’s a price, a link, an image, anything can be used to enhance the customer experience. So now I propose to you to come back to the solution and I will show you how I will use this enriched data directly through a template email. So I will here select the email object. Let’s say we already have a template. So I will go to the template library and select the right template. I will select a single email. And then this one, as you can see, I have a little issue with the thumbnail of my email, but it will be no problem when we go to the email designer, as you can see now. So once again, all is easy for us as the end user. In the creative designer, I can use all of the structure components. If I want to have a specific block, I can use the fragments. I can use the content components. I mean, very easy. We will not do that from scratch in this email. What we will do here together is to use the enriched data to personalize the content. And as you can see, I have already personalized the topic of the email and the body of the email. I could also create some dynamic content directly to this image. But once again, what I will use here is the capability of enable personalization and use the additional data I got from the previous targeting to selecting the right information and to put the right URL to display the product of each other. So let’s select here the URL. So I go to the additional data. I select the first order and I take simply the first URL. I will do that on the second one. So that’s the same process, enable the personalization. And then go to the wizard. Go to the additional data on the second order and select the URL as well. Let’s say now I want to display the price of each order. So this is exactly the same process. I have the same wizard here. I can go to additional data, the first order, and go to the net price of the first order. And then I will do the same related to the label of the order and take the label. So same operation with the second one. On the price and then the label as well. So that’s it. So as you can see, that’s very easy. I use this wizard. I can access to the additional data all the enrichments I have made in the first part linked to the targeting. Very easy to do that graphically. And then I save the content. Okay, so that’s it. I will come back to the workflow. So from this point, we will not preview the email because what I want to do is to get a real profile to see if my personalization works well. So I will come back to the slide at this point. And we will do a transition to the next part, which is the profile substitution. And this is important because as you can see, we use some linked data. So profile substitution will be very useful when you want to preview your email with some real data and not with some test profile that only have some basic attributes without any other information, for example. So after having set up this personalization, really your objective is to be able to test this work with the help of real profiles that you have in your customer database that will bring up some real data that are very relevant for you. And that is what ÃÛ¶¹ÊÓƵ Compense Standard allows to do easily with this profile substitution. So from the email designer, the goal will be to preview the message and not only if the HTML is great, but to preview the content with some useful data. And as you can’t have real linked data, once again with test profile, you will be able to use some real profile to test this want to end personalization. And being able to select whether it’s a specific profile or multiple profiles by filtering data on custom profile fields, target data or segment codes is very powerful for you because you will be able to select the profile you want to be more efficient when you want to preview the message. And of course, if multiple profiles are selected, it will generate multiple variants with auto substitution of data. And that’s the main goal of this feature is really to be able to see the different option of the email that you generate with the personalization. So as you will see in a few minutes, all is set up from the delivery dashboard and user can select one or multiple profiles and it can be an audience or a list. So it means that you can totally prepare your audience before by creating a target from your database and save it as an audience to be used as a profile substitution. What you can do as well is you can perform a mass import of profile for substitution with file and automatically update the delivery with profile substitution. And the last part is that when you create this test, you will be able to select the option of proof or proof plus rendering and with the ability to enter an address substitution. So it means that for every profile that are in this profile substitution list, you can totally add a specific address of yours so you can receive on your testing box all these emails that you want to preview. So now let’s go back to the solution together and let’s test this feature within this email. So at this point, what I want to do is I want to restart the campaign because if you want to link some profile substitution with your delivery, your delivery must pass the prepared mode. So that’s mandatory at this point. So you have to start your campaign and to put your delivery on a prepared mode. So that’s it. So now let’s go here directly to the dashboard. So as you can see, for now, my preparation is completed. So let’s go to the audience. And on the audience, as you can see, I can add some test profiles, which we will not do here because we want to have real profiles to test our content. You can use a control group as well from this screen and then go to the profile substitution. What I have done here is that I have already created an audience. So I will import this audience from the audience list. So let’s go there and select this list. And as you can see, I have already had six real profiles directly on my list. So let’s confirm it. I will save it and then go to my content. So if you want to preview and use this substitution address, go to preview. So from this point, you can see that my template looks good unless I don’t have some information that are prefilled because I need those additional data. So what I will do here is I will change profile. I will go to the profile substitution and I will select all the profiles I have directly in my list. And then you will see that every information will be replaced directly. So I can change the profile. I can change here the profile. And now I am able to see that my personalization works very great and that I use all of this additional data to personalize my content. So once again, this is very powerful because you cannot do that with some test profile. You will not have all the information that are linked as you got with real profiles. So let’s come back to the slide as we will do the last part of our session. And the last part, now that our personalization is ready with some enrichment data, now that we have tested our content with real profiles as a substitution address, let’s talk about marketing fatigue, which is one of the key capabilities of ÃÛ¶¹ÊÓƵ Compense Standard compared to other solutions. So the marketing pressure in ÃÛ¶¹ÊÓƵ Compense Standard is a broad topic. Our goal is to give our customers as much latitude as possible to help them better manage how they communicate with their recipients. And from this point, we have two notions that are very important. We’ve got the typologies and the rules. The typology is an object that will be linked to a delivery and that allows to group several rules. Each rule will represent a limit that must be applied when preparing the company. And there are management rules that will apply, such as the blacklist, the quarantines, for example. You’ve got filtering rules and you’ve got pressure rules. So here we will focus on the pressure rules. And in ÃÛ¶¹ÊÓƵ Compense Standard, a user can create rules with a high level of granularity. Marketing fatigue rules can be defined globally by brand, by country, by any type of communication. For example, if you want to apply a specific rule on the newsletter, but you won’t apply this rule on another type of communication, as well for the customer profile, you can totally create a specific rule for your goal customer and another one for your seller. It can be by channel and it can be by a combination of these elements. And for example, you can have some messages like transactional emails that can be sent, of course, without any marketing pressure rules being assigned. But those messages can still be counted in the whole marketing management process. So you know that a profile has already received transactional messages and maybe he has to be a select from a newsletter if it’s on the same day. And for each rule created, there are several attributes to define. So of course, there is the number of messages as a limit. If you want, for example, to create a rule with not more than three emails per month, you have the duration of the time over which the rule applies. So it can be a sliding period or a calendar period. You have the channel and the possibility for a specific segment to limit the rule only on the part of your database. And the last point that is very powerful here is the weight. So this criteria will allow you to prioritize a campaign over another. So for example, if you want to prioritize the birthday campaign over a newsletter and you know that for some specific profiles, this birthday will be sent after some newsletter, you can totally rely on this specific weight. So you can prioritize and for example, I can be excluded for a newsletter even if this newsletter has to occur before my birthday. So that’s very powerful to prioritize a more important campaign over another. So as we have just seen, the features for managing these rules give users a lot of freedom. The downside of that is that little by little, the accumulation of rules can become problematic and it could become more complex to know if these rules will not exclude too many recipients from future campaigns. So to counter this, ÃÛ¶¹ÊÓƵ Campaign Standard has a simulation functionality allowing you to simulate a campaign plan over a given period, for example, for the next weeks or the next months and then visualize how these rules will be applied related to the targets of these campaigns. And as you can see, you have a report that shows you which rules are applied and how many recipients are excluded and which rule is more efficient compared to another. So this allows you to adjust the rules if necessary. So I propose to jump once again one last time directly in the solution for this last part. What I will do is that I will use the workflow I created before because I know that I have set up the rules of my marketing pressure. But first, I just want to show you in the Administration pane where you can manage all of this. So if you go to Administration Channels, of course, you need to have the administration rights. When you go to Typologies, you can see that on my instance, I have several typologies that are used for my deliveries. And let’s take for this one the default typologies. On this typology, you will see that I have several rules that are linked with this typology. So once again, this is very powerful because if I linked this typology to my deliveries, it means that at each execution of my deliveries, all of these rules will be applied automatically. So as you can see, I have some filtering rule, I have some control rule, and I have my fatir rule here, which is only one email per week. So as you can see, this rule is built only for the email channel. I have defined the threshold to one. I don’t have any criteria related to the profile and the deliveries, meaning that this rule will be applied to all my database. The period is the sliding one, which is the last seven days. And if I go to the application criteria, you can see that I do not uncheck this box because if I uncheck this box, I can apply this rule only to some specific deliveries. And the last tab here is the typologies. I can see where my rule on which typology this rule is linked. So once again, that’s very useful information from this point. So let’s come back to this workflow. If I go to this delivery through the dashboard, let’s save it before. So if you want to link a specific typology to a delivery, you can go here to edit properties. As you can see, I have several information on this screen, all of the same information, the content, etc. And if I go to the advanced parameters, this is where I can, for example, personalize the reply to the fraud, etc. And what we find here is the typology. So here I can choose the typology I want. And once again, it means that all the rules that are in this typology will be applied automatically when I execute the campaign. One last thing you have to set up before using all of those rules is the schedule part. You have to define the start date of your communication, which we call as well a contact date. So the solution is able to know where this delivery occurs. So it can apply or not any criteria. Let’s take the example of my rule with only one email per week. For example, if I want to schedule this delivery in 10 days, maybe the application of these rules will not be the same. And if I want to check how I can use this information, for example, here you can see, I already prepared my campaign. So it means that the rules apply during the preparation of the delivery. And as you can see, I have 14K targeted, but only 9K to deliver. So let’s go to the log and see what’s going on. So here I have the log. I can access to some more beautiful reports as well. But let’s go in this screen because I think this is very useful information. If I go to the sending logs, I can check and I can have a view on which of the profiles will receive this communication. Let’s go to the exclusion logs. And as you can see, I can here have an access to all the profiles that are excluded for different reasons. So as you can see, a lot of duplicates. And if I go to the exclusion clauses, it’s like a summary of the logs. It’s like a summary of the previous tab. I can see here that I have several people that are excluded of this communication. So I have my duplicates. I have some addresses that are in quarantine. But I have also all the people that are excluded because they already have received an email this week. So once again, this is very powerful because as the end user, I don’t have to sync during my targeting to not select the profile that already has received some communication. All of this will be applied automatically. And I don’t have to sync about it during the targeting part. So it is the last slide for me. I hope it was useful information. We covered several topics, starting from the targeting, going to the one-to-one personalization, and then the profile substitution to have the preview of this additional data. And we finished with the marketing fatigue. So I don’t know if you have any questions, but we have some minutes here before the conclusion of this session. So I think there is no question for now. Do not hesitate. I will let this session open for one minute if maybe there is one or two questions. If not, I will close the session. Before, I would like to thank you for assist to this presentation. And I hope it was very useful information for you as ÃÛ¶¹ÊÓƵ Compend Standard users.