Customer Journeys
Read more about the role of Customer Journeys in CDP operations
I - Introduction
Customer Journeys app helps you implement marketing scenarios and manage the performance of those campaigns.
The app includes:
A left panel showing the list of available channels you could use
A workspace include 3 tabs:
Journeys: Manage the marketing automation journeys
Campaigns: Manages campaigns (channels) used to distribute marketing messages
Variants: Manages the content of the marketing messages.
For the Web Personalization channel, there is also Advartising Zones tab which controls the display zone of Inline templates on your websites.
Journey Level
Level 1: Journeys. A journey is the setting of a marketing automation scenario, for example, a scenario aims to send emails to loyal customers, or a scenario aims to show a pop-up for whom view more than 3 items per hour
Level 2: Campaigns. A campaign is attached to a marketing output channel, or called a destination in CDP 365. A journey could have multiple destinations, so it has multiple campaigns. For example, the journey of sending emails to loyal customers aims to break into two campaigns. The first campaign aims at whom spent more than $3,000 within 3 months, and the second campaign is for the rest customers
Level 3: Variants. A variant is a template delivered marketing messages and it's a part of the campaign. A campaign could have 5 variants maximum.
Channels
| Channel | Description |
|---|---|
All channels | All channels that audiences can be reached |
Web Personalization | Audiences can be reached by media templates display in a website |
Web Notification | Audiences can be reached by Web Notification |
App Notification | Audiences can be reached by App Notification |
Audiences can be reached by Email | |
SMS | Audiences can be reached by SMS |
FB Messenger, Viber, Zalo, Whatsapp, Telegram, Line | Audiences can be reached by FB Messenger, Viber, Zalo, Whatsapp, Telegram, Line |
File Transfer | Allow you to send data from CDP 365 to your system by files |
Webhook | Allow you to send data from CDP 365 to your system through Webhook |
Journey Orchestration | To create a Journey with the combination of many channels. This channel could not deliver Media Templates. |
II - Details
How to create a new Customer Journey?
1. Preparation
A customer journey is a setting of a marketing automation scenario, so it requires:
The data of the audiences to whom the journey reaches (attributes, events, or event attributes)
The destination
The promotion pool (if the journey aims to send promotion codes)
Variants or templates (email templates, media templates, etc.)
2. Setup a customer journey
Step 1: Select a method used to create the Journey
There are 3 options to be chosen:
Blast campaign: Create a simple Customer Journey. Read here.
Create from scratch: Create a new Customer Journey with full customization. If this option is selected, users will be moved to the second step.
Step 2: Setup a Customer Journey
Each rectangle block represents a node. A journey often comprises by 3 types of node:
Trigger node
Action nodes
Destination nodes
Trigger nodes
Trigger node contains conditions that trigger the journey. There are two trigger types
Action-based trigger: the journey is triggered by events of audiences
Scheduled trigger: the journey is triggered by audience segments
For example if demanding to send emails to loyal customers then use the scheduled trigger to start the journey. If demanding to show a pop-up for whom view more than 3 items per hour then use the action-based trigger to start the journey.
Notice: a journey is triggered by one trigger node.
Action nodes
Action nodes allow filtering of the audiences entering a journey that help the journey customize the marketing messages.
Action nodes have
| Action node | Description |
|---|---|
The journey continues after a set of time | |
The journey breaks into branches and an audience enters a branch only | |
Filter the audience being in the journey | |
Conduct A/B testing | |
The journey breaks into 2 branches
| |
Update attributes of existing customers or visitors in CDP 365 | |
Update segment | Add or remove audiences from a segment |
Parallel filter | The journey breaks into branches and an audience enters all branches |
Destination nodes
A destination node is a marketing output of the journey.
The destination is different from the channel. Channel is the communication means and destination is the vendor of that means.
For example, an Email channel could have Gmail destination, SendGrid destination, etc.
Node Configuration
1. Trigger node
A trigger node includes 4 groups of settings:
Journey goal - Decide if you want to calculate the Conversion coming from this Journey
You can add only 2 goals in a Journey. The list of goal includes the conversion event created in Data Hub.
The rule to record the goal goes from First to Second, if the First goal was reached, the Second goal will be ignored.
Journey schedule - The time to run and end a Journey
Start date and Close date set the starting and ending date of the journey.
Trigger time sets the time when the journey stops or allows receiving the audience.
Notice: If using the scheduled trigger, the setting would be
Trigger journey is the interval of time the journey would repeat its process
Specific settings of each type of node
If using an Action-based trigger, the journey would start when the audience satisfies the condition of the event
'Select event' is the interaction of visitors or customers. 'Select event' includes 3 steps: select an event, select comparing method and input the value of the comparison
'In any source of' is the domain where the event happened. After selecting an event, CDP 365 will propose a list of sources that have the event
'Where' is a filter of the selected event. 'Where' could combine more than one event attribute by AND logic.
If using a Scheduled trigger, the journey would send the marketing messages to audiences of the segments
Included audiences is the audience segments the journey aims to. If the journey includes more than one segment, should pay attention to
The audience can come from any of: means an audience can enter the journey if they belong to one segment
The audience must belong to all of: means an audience can enter the journey only when belonging to all the selected segment
Add specific customers is the specific audiences to which the journey reach
Excluded audience is the audience segments the journey exclude
General settings - The frequency an audience could be involved in this Journey
Unlimited frequency allows audiences to enter the journey unlimitedly
Limited frequency, in contrast.
2. Action node
Delay
Delay type has two options
Delay for the amount of time.
Delay until a date or time
Note: Maximum delay time is 365 days
If/Then branches
The node includes two steps of setting
Set the number of branches in If/then branches node
Set the filter condition in Yes nodes
The node could have up to 20 branches including multiple Yes and a No
Yes includes filter conditions that split the audiences
The audience will enter No if they don't satisfy the condition of Yes
Filter type has three options
Filter by audience attribute uses the attributes of Visitors or Customers Business Object to filter
Filter by audience segment uses the segments to filter
Filter by trigger event attribute uses the event attributes of the trigger event to filter
Filter
The settings of the Filter node are as same to the If/Then branches node.
However, the audiences don't satisfy the filter, they would be removed from the journey.
A/B Split
This node allows you to perform AB Testing method for your campaign. It devides the audiences into banches (groups) randomly.
You can change the percentage by enter number in the box, clicking up/ down button or drag and drop slider bar.
Wait for event
For example, the journey sends a promotion code to the audiences who don't purchase after 5 minutes of adding to the cart.
The journey should be
Triggered by the 'add to cart' event
Wait the 'checkout cart' event for 5 minutes
Update info
The settings includes
Business Objects could be Visitor or Customer
Attribute is the attribute of Visitor or Customer
Data type is the format of the data
Node action is the update methods including
| Node action | Description |
|---|---|
Reset value | Reset the value of the field |
Change value | Change the value of the field |
Push new element | Add an element to a field that is an array of data type |
New value is the value would be updated to the attribute. It has two methods to insert
Input from keyboard
If the new value is generated by a formula
Variable name: name of the variable
Expected value: variable formula
Ignore the null value, and use the default value instead: it does not accept the null value and replaces the null value with the default value declared at the Default value
Allow update the null value: allow updating the null value
Update segment
The configuration of update segment includes
Node action includes 'Add audiences to segments' and 'Remove audiences from segment'.
Segment type has 'Visitor segments' and 'Customer segments'. The setting is to add or remove the audiences into the existing segments of Visitors and Customers.
Parallel filter
The settings of the parallel filter is as same the settings of the if/then branches.
However, the audiences must go through all the branches of the parallel filter.
3. Destination node
3.1 Choose a method to design the campaign
After adding a destination nodes, there are many design method you could choose to compose your message. Depending on the chosen destination node, these options could be vary.
Web Embedded
Design from template
Load Existing Design
Design from JSON
Destinations which have built-in templates
Choose a template
Load existing design
Destinations which does not have built-in templates
Design from scratch
Load existing design
3.2 Configure your campaign
A destination node includes two steps of settings:
Settings - Choose the destination and how you want to deliver the message to your audience. Depending on the chosen destination node, the configuration fields and requirements are vary.
Campaign name *: The name of your campaign
Delivery destination *: The specific destination to be used to deliver your message
Delivery algorithm *: The algorithm delivering the campaign, randomization by default. If the journey has more than one campaign, each of the campaigns is delivered randomly to the audiences
Web Embedded
Display Ad Zone: The zone on the website where the media will be placed
Content Placement: The method to place the media on the zone
Zone's display priority: The priority of this template comparing to others
Other channels
Delivery hours of the day are the time when the campaigns start sending out their variants.
Compose - Determine the content of your message. Based on the chosen channel, the configuration and requirements will be vary. But there are similar settings listed below:
Variant priority: The displaying probability of variants in a campaign
Variant name: The name of the variant
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