SDL Proprietary and Confidential IMS Campaign Manager Campaign Design Workshop SDL Campaign Management Solutions

What are we going to cover? –Types of Campaigns –Consideration for the Campaign Audience –Conceptual Campaign Designs and Workflows –Campaign Testing Introduction 2

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 3

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 4

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 5

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. ( 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 6

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 7

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 8

A multi-channel campaign targeting and direct mail customers. Must perform a test to see if people prefer the offer by or direct mail. Will not be targeting the telephone channel at present, but it may wish to in the future. After the initial 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 9

We want our campaign timeline to be based around 11 am every day. So we use a schedule tool to carry this out. 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. 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 10 Start Channel Check Media Code = EO Media Code = EM Stage = EM Media Code = ME 11:00 Only + Mail Media Code = MO Mail Only Stage = DM 50% Send a Message Output To File After 7 Days Opened? Channel Check Wait 30 Days Since First Order Finish Media Code = EF No Yes Mail Remainder Stage = End Status = 2P When 2 nd Purchase Made Stage = “Start” Status = “1P” Media Code = “” Variables Stage 1: Campaign Logic First 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. First 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. Remainder Media Code = NO We also need to split test the and Mail Channels After the tactic has been deployed, we wish to wait for 7 days before checking if the 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. 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 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 the recipient did not open the 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. 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 after 7 days, then we are going to place them in a holding area until the offer has expired.

Campaign Design: Workflow Example 11 Start Channel Check Media Code = EO Media Code = EM Stage = EM Media Code = ME 11:00 Only + Mail Media Code = MO Mail Only Stage = DM 50% Send a Message Output To File After 7 Days Opened? Channel Check Wait 30 Days Since First Order Finish Media Code = EF No Yes Mail Remainder Stage = End Status = 2P When 2 nd Purchase Made Stage = “Start” Status = “1P” Media Code = “” Variables Stage 2: Track Elicitation Remainder Media 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 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.

Trigger: Set Purchased Variable 30 Day Holding Leave Campaign Finish Start Channel Segmentation Event: Purchased Send Check Open DM Send Campaign Design: Workflow Example 12 Channel Check Media Code = EO Media Code = EM Stage = EM Media Code = ME 11:00 Only + Mail Media Code = MO Mail Only Stage = DM 50% Send a Message Output To File After 7 Days Opened? Channel Check Wait 30 Days Since First Order Media Code = EF No Yes Mail Remainder Stage = End Status = 2P When 2 nd Purchase Made Stage = “Start” Status = “1P” Media Code = “” Variables Stage 2: Track Elicitation Remainder Media Code = NO

Trigger: Set Purchased Variable 30 Day Holding Leave Campaign Finish Start Channel Segmentation Event: Purchased Send Check Open DM Send Campaign Design: Workflow Example 13 Channel Check Media Code = EO Media Code = EM Stage = EM Media Code = ME 11:00 Only + Mail Media Code = MO Mail Only Stage = DM 50% Send a Message Output To File After 7 Days Opened? Channel Check Wait 30 Days Since First Order Media Code = EF No Yes Mail Remainder Stage = End Status = 2P When 2 nd Purchase Made Stage = “Start” Status = “1P” Media Code = “” Variables Stage 3: The Build Remainder Media 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.

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 14

Need to be used sensibly. Change from the default after testing. And Finally Campaign Track Polling 15

Questions? Campaign Design 16

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