SDL Proprietary and ConfidentialSDL Proprietary and Confidential

IMS Campaign Manager

Campaign Design Workshop

SDL Campaign Management Solutions

2

What are we going to cover?

– Types of Campaigns

– Consideration for the Campaign Audience

– Conceptual Campaign Designs and Workflows

– Campaign Testing

Introduction

3

Campaigns can be broken down in to two types:• List Based

– Ad-hoc targeted marketing

– Query -> Segment -> Execute -> Analyse

– Fixed Period

– Typically designed by Marketers

• Engagement / Journey

– Multiple Phase, Reactive, Dynamic

– Indefinite Period

– Strategic Campaign

– Business Process Lead

– Conceptually designed

– Testing Phase

– Typically designed by Marketing Team and Senior Management

Types of Campaign

4

• Non-static audiences running over multiple days need to be treated as engagement campaigns, as audience values may change over time.

• Static Audience: Two Approaches (at present!)– Scheduled Start Track

• Easy to setup

• Recipients which meet the audience criteria will still enter the start track on subsequent days.

• Processed recipients may drop out of track totals report.

– Fixed Group using Campaign Table• Consistent Reporting

• Group can be used for a fixed date comparison.

• New “Stop Process” in 2.9 onwards, will help with list based campaigns and continuous event capture.

• Lock Inclusion and Waterfall Grid’s in IMS 3.0

Campaign Audience: List Campaigns

5

• Recipient must be kept in the audience for the duration of the campaign.

• Days since first order = 7 (Bad, why?)

– The recipient will be excluded from the campaign tomorrow.

– Will remain in campaign, but marked as excluded and hidden.

– You can not guarantee the campaign will be running every day.

• Days since first order >= 7 (Good and Bad, why?)

– Recipients will remain in the campaign forever. Good!

– All recipients with previous orders will be included. If “Welcome Journey”, Bad!

• Days Since First Order >= 7 and First Order Date >= Campaign Start Date

– A fixed date be used to prevent old recipients from entering the journey.

Campaign Audience: Engagement Campaigns

6

• Consideration for a moving data window:

– Try not to use dynamic data in the audience, as recipients will pop in and out of the campaign. (E-mail Opt In = ‘Y’)

– Make decisions and filter accordingly in the tracks between deployments.

• Consideration for paused campaigns:

– What if the campaign is paused for a period of time?

– Recipients will be picked where they left off, which may be bad for time based offers in a journey.

– You may want to design offer expiry dates checks and routing before deployments are made.

Campaign Audience: Engagement Campaigns

7

Documenting the campaign workflow

It is recommend to design your campaign on paper before committing to the building in IMS.

This will help with…

– Turning initial requirements in to conceptual designs with the client.

– Visualisation of high level campaign concepts and scenarios.

– Making the client think about the complexities in their campaign designs.

– Closing gaps and loose ends.

Campaign Design

8

When trying to visualise your campaign workflow on paper, we have first start by ignoring a couple of Campaign Manager concepts:

• Tracks– Tracks are a function of Campaign Manager and not campaign workflow design.

– Translation to physical tracks will be at a later stage.

• Do Immediately– No need to document at this stage, as tracks are not being used.

– Any links between to actions will be considered “Do Immediately”

• Go To Track– No need to document at this stage, as tracks are not being used.

• Left to Right design– Helps with giving impression of time and progress.

Campaign Design: Approach

9

• A multi-channel campaign targeting email and direct mail customers.• Must perform a test to see if people prefer the offer by e-mail or direct mail.• Will not be targeting the telephone channel at present, but it may wish to in the

future.• After the initial e-mail deployment, if it has not been opened after 7 days, we

would like to send them the direct mailing anyway.• The objective of the campaign is to drive a second purchase, so if at any point

during the campaign this happens, we would like them to flag and receive no further communications.

• Must remain in the campaign for 30 day after their first purchase.

Campaign Brief

10

We want our campaign timeline to be based around 11 am every day.

So we use a schedule tool to carry this out.

Next we start to design our campaign logic.

Everything must go through the Start track so we use a place holder to represent it.

The tactics can now be implemented

Campaign Design: Workflow Example

StartChannelCheck

Media Code = EO

Media Code = EM

Stage = EM

Media Code = ME

Daily @ 11:00

EmailOnly

Email + Mail

Media Code = MO

Mail Only Stage =

DM

50%

50%

Senda Message

OutputTo File

After 7 Days

Email Opened?

ChannelCheck

Wait 30 Days Since First Order Finish

Media Code = EF

No

Yes

Mail

Remainder

Stage = End

Status = 2P

When 2nd Purchase

Made

Stage = “Start”

Status = “1P”

Media Code = “”

VariablesStage 1: Campaign LogicFirst we will set our default variable values.

When a recipient enters a campaign this is the first thing that will get set and will be

carried out before they enter the start track or any events are polled.

A Stage variable is used to store the overall status of a recipient in

a multiple wave campaign.A Status variables can be used to

store the current state of a recipient and record any outcome.The Media Code is being used to record channel segmentations.

RemainderMedia Code =

NO

We also need to split test the Email and Mail Channels

After the Email tactic has been deployed, we wish to wait for 7 days before checking if the

email has been opened.

The main objective of the journey is to record if we were successful in driving a second

purchase.

With this in mind, we are going to create an event and use the “When in Segment” tool to watch for the number of orders to increase.

Because events poll independently, they will follow their own path.

Then set the Status accordingly.

After the recipients journey has completed we need to finish up.

If they are not contactable, we send them to the holding area.

The same path will also be carried out for anybody who is sent the Direct Mail and the did not meet the initial channel preference check.

If the recipient did not open the email after 7 days, we need to try a different channel.

Firstly, because of a moving data window we need to re-check the channel preferences again

to make sure they are available for that channel.If they are, we allocated a Media Code and send

them to the Direct Mail channel, reusing the previous actions.

Each channel option needs to be allocated a Media Code before any tactics are

implemented.

We are now going to segment our recipients depending on there channel preferences using

a waterfall tool.

The recipient also need to have their Stage updated to represent where they are in the

campaign.

The aim is to prevent duplication and optimise processing, so we will reuse the tools.

We will leave the remainder channel on its own for now.

If they opened the email after 7 days, then we are going to place them in a holding area until

the offer has expired.

11

Campaign Design: Workflow Example

StartChannelCheck

Media Code = EO

Media Code = EM

Stage = EM

Media Code = ME

Daily @ 11:00

EmailOnly

Email + Mail

Media Code = MO

Mail Only Stage =

DM

50%

50%

Senda Message

OutputTo File

After 7 Days

Email Opened?

ChannelCheck

Wait 30 Days Since First Order Finish

Media Code = EF

No

Yes

Mail

Remainder

Stage = End

Status = 2P

When 2nd Purchase

Made

Stage = “Start”

Status = “1P”

Media Code = “”

VariablesStage 2: Track Elicitation

RemainderMedia Code =

NO

The Rules

A new track is to be started when:

1. A Scheduling tool is used.2. Any Node which has two inputs.

The events also can be split into the events and triggers.

We can now add the containers for our tracks.

12

Trigger: Set Purchased Variable

30 Day Holding

Leave Campaign

Finish

Start Channel Segmentation

Event: Purchased

E-mail Send Check E-mail Open

DM Send

Campaign Design: Workflow Example

ChannelCheck

Media Code = EO

Media Code = EM

Stage = EM

Media Code = ME

Daily @ 11:00

EmailOnly

Email + Mail

Media Code = MO

Mail Only Stage =

DM

50%

50%

Senda Message

OutputTo File

After 7 Days

Email Opened?

ChannelCheck

Wait 30 Days Since First Order

Media Code = EF

No

Yes

Mail

Remainder

Stage = End

Status = 2P

When 2nd Purchase

Made

Stage = “Start”

Status = “1P”

Media Code = “”

VariablesStage 2: Track Elicitation

RemainderMedia Code =

NO

13

Trigger: Set Purchased Variable

30 Day Holding

Leave Campaign

Finish

Start Channel Segmentation

Event: Purchased

E-mail Send Check E-mail Open

DM Send

Campaign Design: Workflow Example

ChannelCheck

Media Code = EO

Media Code = EM

Stage = EM

Media Code = ME

Daily @ 11:00

EmailOnly

Email + Mail

Media Code = MO

Mail Only Stage =

DM

50%

50%

Senda Message

OutputTo File

After 7 Days

Email Opened?

ChannelCheck

Wait 30 Days Since First Order

Media Code = EF

No

Yes

Mail

Remainder

Stage = End

Status = 2P

When 2nd Purchase

Made

Stage = “Start”

Status = “1P”

Media Code = “”

VariablesStage 3: The Build

RemainderMedia Code =

NO

Any path leaving a track or trigger is an implied “Go To Track” action.Any track which does not have a schedule will be an implied “Do Immediately” timeline.

14

Three phased approach:– Logic

• Manually compress the schedules (option in 3.0 onwards).

– Start with all timelines set to “Do Immediately”

• Output File Tactic in final track with all variables.

– Deployments

• Tactics, layouts and formats

• Do not create Campaign History (option in 2.9 onwards).

– Timings

• Adjust timelines to correct values.

• If possible engage moving data window.

Campaign Testing

15

• Need to be used sensibly.

• Change from the default after testing.

And Finally Campaign Track Polling

16

Questions?

Campaign Design

Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks,

images and logos are the property of their respective owners.

This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or

distributed except as authorised by SDL.