ims campaign manager intra-day updates and response attribution

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IMS Campaign Manager

Intra-day Updates and Response AttributionSDL Campaign Management Solutions

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Intra-day Updates using Campaign Event tools

• Import Events• RaisingCampaignEvents using the Web Service API

Campaign Response Attribution

• The linking of a customer behaviour or ‘transaction’ record to a specific outbound contact to indicate a response.

Agenda



Intra-day Updates

SDL Campaign Management Solutions

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Why might Intra-day Updates be needed?

• Drive campaign activity to respond quickly to Customer behaviour• Becoming increasingly important in today’s digital interactive world

What do we mean by Intra-day Updates?

• Real time / regular / continuous / drip feed supply of key Customer behavioural data• For example...

• Newsletter opt-in preferences changes

• Cart abandonment events

• Specific order types placed

• Appointments booked

• New account registrations

Intra-day Updates

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We want to run a campaign to acknowledge changes that Customers make to their newsletter opt-in preferences...

...and be able to use new opt-in preferences in other campaigns

Scenario:

• Customers can subscribe to separate product-based newsletters

- assume we’re talking about two SDL CMA products...

• Campaign Manager

• Email Manager

• Customers interact via a web portal to amend their own opt-in preferences

Intra-day Updates: Subscription Example

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What features of Campaign Manager do we need to run the process?

• Recipient-level ‘Subscriptions’• Event-driven Subscription management ‘campaign’• Import Event tool• The ‘Opt-in Acknowledgement’ campaign


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Subscription Lists

In our example we are using two product specific subscription lists. Which are defined globally outside of any one specific campaign.

Subscriptions are added by clicking Campaign Manager icon on the main toolbar and clicking the icon.


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Subscription management Campaign settings... Reminder – purpose is to process the opt-in events only

• Audience must contain all include all Customers

• No need to generate campaign history

• No End Date is required as the campaign will be running continually


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Subscription management CampaignNext we define our triggers, which are going to be the actions carried out as a result of our new events.


Add a new trigger and rename it to one of the new event names.

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Associate the corresponding event with our new trigger.

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Add an Unsubscribe tool to the trigger and assign it to the correct list.

Optionally, if we wanted to output the current status of the recipient in a tactic

we could also create a recipient level variable with a plain English value.

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Repeat these steps for the other events.

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Add a new trigger and rename it to one of the new event names.

Associate the corresponding event with our new trigger.Add an Unsubscribe tool to the trigger

and assign it to the correct list.Optionally, if we wanted to output the current status of the recipient in a tactic

we could also create a recipient level variable with a plain English value.

Repeat these steps for the other events.

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Subscription management Campaign: Complete Design

Trigger: Unsubscribe : Campaign Manager

Event:


Unsubscribe from ‘Campaign Manager’

Subscription management

Track: Start

Import Subscription Events

Empty

Sub_Campaign _Manager to ‘No’

Trigger: Subscribe : Campaign Manager

Subscribe to ‘Campaign Manager’

Sub_Campaign _Manager to ‘Yes’

Trigger: Unsubscribe : Email Manager

Unsubscribe from ‘Email Manager’

Sub_Email_Manager to ‘No’

Trigger: Subscribe : Campaign Manager

Subscribe to ‘Email Manager’

Sub_Email_Manager to ‘Yes’

Campaign Manager

Email Manager

Subscriptions

Sub_Campaign _Manager (‘Yes’, ‘No’)

Sub_Email_Manager (‘Yes’, ‘No’)

Recipient Level Variables

Program: NoneStart Date: Current Date/TimeStop Process:End Date:Campaign Key: [Customer].[CustID]Campaign History:

Audience

Customer: Records from [Customer].[CustID]

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No

What do we need to do to achieve our goal?

• Assume the portal is set up to add users preferences changes to a ‘Subscription Log’

• Extract the latest log records at set intervals to a designated FTP Site and folder.

• Create a ‘Subscription monitor’ campaign in IMS to process the incoming events.

• Create IMS Subscription lists in order to store the recipients status.

• User created campaigns can then use the campaign Subscription values.


Subscription Update Event

Subscriptions QueueSubscription Log CDC

Extract Import Events

Subscribe

Unsubscribe

Subscription Monitor

Campaign

User Campaign

Is Subscribed?

11:00.evt

11:00.doneUnsubscribed

FTP

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YesSubscribed

What do we need to do to achieve our goal?

• Assume the portal is set up to add users preferences changes to a ‘Subscription Log’

• Extract the latest log records at set intervals to a designated FTP Site and folder.

• Create a ‘Subscription monitor’ campaign in IMS to process the incoming events.

• Create IMS Subscription lists in order to store the recipients status.

• User created campaigns can then use the campaign Subscription values.





Subscribe

Unsubscribe


Campaign

User Campaign

Is Subscribed?

11:10.evt

FTP

11:10.evt11:10.done

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Required event data content...

Subscription Event Log (i.e. event data captured at the source)


We must include the ‘campaign key’ attribute to link the event to the correct campaign recipient

Next we need a unique event identifier column, this will be used to tell our

campaign what to do.

The data and time the event occurred.

This must be provided in ascending order.

Our event column is broken down in to two sections.

1) The action we wish to carry out, Subscribe or Unsubscribe.

2) The Campaign Subscription list name

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CDC (Changed Data Capture) Extract

• This step must only send to the FTP folder events that have occurred since the last extract (CDC).

• The files will be processed by the Import Events tool in alphanumeric order, so a date/time stamp on the files will be required.

Subscriptions_2013-06-27_112047.evt

• The “.evt” files extension is optional, but is the default.


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FTP Folder

• It is recommend that this folder should only contain files for this specific use, as the Import Event tool will process all files with a given extension in a folder.

• Once the file is processed it will be flagged with the .done extension.

• If for any reason IMS is not active or the Subscription Monitor campaign is not running, the files will sit in the queue waiting to be processed when the system/campaign is resumed.


FTP

Subscriptions_2013-06-27_141000.txt

Customer.txt

Subscriptions_2013-06-27_140000.done

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Raising Events via the Web Service API

Import Events can now (v2.9+) operate in two ways:

• CSV File import• used for bulk loading of event data - files supplied to an ftp site• driven by a polling frequency to check for uploaded files

• Web Service API ‘RaiseCampaignEvent’ method• low volumes of data where speed of response is required• triggers ‘listening’ for API-supplied events

• Import Events is configured in the same way for both methods• The mechanism for supplying the event data is different

Intra-day Updates

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• Pass Event data into an existing Campaign

• Immediately fire triggers listening for these Events

• Import Events node configured to match the data being supplied

Example RaiseCampaingEvent() API Post matching our existing Subscription management campaign example

Sample RaiseCampaingEvent() API Post:

Intra-day Updates

{ "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"]}

An authentication token can be retrieved from the authentication service

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ID of the Campaign to apply the Event toCall GetCampaigns to retrieve the ID for any campaign







Intra-day Updates


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Identifier of Import Events node to apply data toCall GetCampaigns to retrieve the ID for an Event Source in a Campaign







Intra-day Updates


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The Event Data mapped in Import Events tool• Same format as in the CSV file import example• Only one event can be posted at a time







Intra-day Updates


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How does this fit with our process?

• Our Log, Extract and FTP queue are no longer required.

• Our application can now raise events in IMS directly.





Subscribe

Unsubscribe


Campaign

User Campaign

Is Subscribed?

Unsubscribed

FTP

Web API

No

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• If the Campaign is not running, the API will return a paused result and the event will not be recorded.





Subscribe

Unsubscribe


Campaign

User Campaign

Is Subscribed?

Web API

FTP

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• If the Campaign is not running, the API will return a paused result and the event will not be recorded.

• If the Web Service is not running, the event will be missed unless you handle the failure responses accordingly.





Subscribe

Unsubscribe


Campaign

User Campaign

Is Subscribed?

Web API

FTP

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Questions?

Intra-day Updates



Response Attribution

SDL Campaign Management Solutions

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The tool allows you to configure appropriate rules to monitor the success of a specific campaign and creative.


Identify the table containing the Response behaviour

Response behaviour record must have a Date or Datetime attribute

If Date only is used only first of multiple records on the same date will be attributed

Apply a Rule to only identify specific records as a Response behaviour

Define the Response ‘window’Define a post campaign end response checking window

Response Attribution defined for a specific Tactic

Checks for Recipients included in the Campaign

Once the tool is defined and processing is in place, the implementation of our tactics will be recorded in the appropriate campaign history table based on our campaign key.

Sample Campaign History table:


Each creative in a campaign have will its own unique identifier.

Even if the creative has come from the same tactic template, it will still have a different Creative ID in the

campaign it is being deployed from.

Each time a tactic is deployed in a campaign it will be given Tactic Instance ID.

If a recipient receives the same tactic twice in a campaign it will still be given a different id.

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Tactic Layout Import Events

This column can also be used as part of your tactic outputs and Import Events tools.

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A compound primary key of TacticInstanceID and the Campaign Key (CustID) is also created to enable unique

linking to other tables.

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Once processing has occurred, an extra column will be added to your response table.

A link we also be create between the tables.If the table is to be updated by a full refresh, this will

drop all columns. Therefore the process should include the storage of the record key and attributed

history ids to enable reassignment post table refresh.

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With processing now completed we are able to display are attributed results in our reports.


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Questions?


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ims campaign manager intra-day updates and response attribution

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