Lab 1. Payment Reminder Campaign

31 min

Focus area Adobe Journey Optimizer

Features Orchestrated Campaign

Ad Hoc Targeting

Data driven email activation

Multiple messages per profile

Difficulty Easy

Use case description

In the German cruise market, customers typically confirm their booking by paying a deposit of around 20% of the total amount. They are then required to make additional payments at regular intervals to settle the remaining balance.

As a marketer, I want to keep customers informed about their payment schedule: automated notifications will be sent 30 days before the departure date, followed by a phone reminder 15 days prior to departure.

Resources

Relational data model Data engineers have designed a relational data model and populated it with sample data.

There are 3 main entities: Booking, Cruise and Customer

Each entity has been described with a Relational schema.

The relationships between entities have been defined with these cardinalities:

1 customer has booked 0..N booking(s)

1 cruise has been booked in 0..N booking(s)

The Entity Relational Diagram is visible in Data management > Schemas > Relationships

Relational data model

Email template

A Web Agency has provided an email template named [Example] Payment Reminder Template available in the Content template library in Content Management > Content template > All template folder.

Solution Design

This page describes a solution based on Orchestrated Campaign processing data solution.

A marketer uses a visual web interface to define the key tasks required to automate booking data processes and keep customers informed about their payment schedule.

Every day, execute these tasks:

Filter booking records

Calculate the number of days before the departure date

Split the records based on the number of days before departure date

Deliver a personalized message to one segment

Save another segment as an audience in RT-CDP, that can be activated to a destination like a Call Center application

The following sections outline the activities a marketer needs to perform to automate this marketing flow.

First, create a new Orchestrated Campaign flow:

In the menu on the left side, under Campaigns, click on Orchestration tab

Click on the Create campaign button

Select Orchestration - Marketing and Transactional and click on Confirm

Set the name to [your name] Pre Cruise - OnBoard Revenue Campaign- Lead times > 16 months

Click on Save

This solution has been designed to illustrate capabilities of the product. The implementation details could change in real life conditions.

Step 1 - Ad Hoc Targeting

Goal Filter the bookings with a balance due > 0

Create 3 segments:

Bookings with a departure day in 30 days

Bookings with a departure day in 15 days

The other cases

Highlight

Build audience, Enrichment, Split

Filter booking records

Click on the + icon to display the list of activities

Select the Build audience activity

Set the Targeting dimension to booking

Click on Create audience button

Click on Add condition

Select the attribute Balance due, click on Confirm

Set the operator to greater than and set the value to 0.0

Click on Calculate to get a count of records

Click on Confirm

Click on Start to start queries in a simulation mode

Click on the Result box in the green transition link and click on Preview results button to see the results

Calculate the number of days before the departure date

Every day, the flow calculates the number of days remaining until the departure date (i.e., departure date minus the current date) using a function called DaysDiff(date1, date2)

This calculated field will be calculated and added to the target using an Enrichment activity

Follow these tasks:

Click on the + icon to display the list of activities

Select Enrichment

Click on the + Add enrichment data button

Click on Edit expression button

Click on Fx (Helper functions) icon and set this expression

DaysDiff([target/cruise/@departureDate],GetDate())

Click on Confirm button

Click on Resume button to let the engine execute the Enrichment activity

Click on the Result box in the green transition link and click on Preview results button to see the results

Split the records in 3 segments

Click on the + icon to display the list of activities

Select the Split activity

Define 3 segments and filter with the calculated field

Bookings with a departure day in 30 days

Bookings with a departure day in 15 days

Enable the Generate complement option and set the label to Exclude - not the right day

The general complement segment contains all records that have not been selected by the other segments.

Click on Resume button

Depending on the Lab day, the results will change

Step 2 - Send one email per booking

Goal Send messages to recipients, not bookings

Send 1 email per booking- 1 recipient can receive multiple messages

Add personalization data in the email like balance due and cruise stops

Highlight

Enrichment of the target with a collection of ports where the ship will stop

Change dimension to find people who have booked

Email personalization

Enrichment of the target

This section describes how to add data in the target in order to personalize the message. It's possible to add attributes and to add a collection of data like all the ports where the ship will stop.

Go back to the Enrichment activity

Click on Add enrichment data button and select the attribute:

Targeting dimension > cruise > Departure date

Click on Add enrichment data button and select the attribute

Targeting dimension > cruise > Cruise name

Click on Add enrichment data button and select the attribute

Targeting dimension > Balance due

Click on Add enrichment data button and select the attribute

Targeting dimension > cruise > stops > port > Port name

Keep the configuration Collect data

Set the number of lines to retrieve to 5

Set the alias to portName

Click on the Add attribute button

Add the Port Description attribute

Set the alias to portDesc

Enable the sorting box and sort the lines by orderStop ascending

Click on Save

Select the Split activity, set the label to Segment by departure date and enable the Pause mode - this is the 2nd icon after the delete/bin icon

Click on the Restart button

Wait for the flow execution, check that the Split activity has not run and is in paused state

Look at the data by clicking on Preview results button

5 new columns have been added in the target; these 5 columns match the 5 first ports where the ship will stop

The target contains personalization data

Email messages will be personalized with all the data that have been added in this list.

Change the dimension

Select individuals based on booking data. Communications should be delivered to people, not to bookings.

Follow these steps:

Click on the + icon to add an Change dimension activity

Select customer as the new target dimension

Change the label to Find people from bookings

Click on Save

Click on the Result transition and look at the schema structure

Click on the Targeting dimension

Check that the attributes are the customer's ones like CRM ID

The new targeting dimension is now Customer

The first column of the target is the CRM ID field that has been tagged as the identity field in the schema, used to make a reconciliation with profiles in the Real-time Profile Store.

Notes about "Change dimension"

The Change dimension activity allows you to change the targeting dimension as you are building an audience. It shifts the axis depending on the data template and the input dimension. For example, you can switch from the booking dimension to the customer dimension.

This step is required to prepare the target in order to let the product deliver messages (email, push, SMS, direct mail). The engineers are working to improve the process and this step will become optional soon.

Personalize an email message

Follow these steps:

Click on the + icon to add an Email activity

Set the category to Transactional

Click on Edit email button

In the Actions tab, select the configuration named config-email-customer-bookings-communication

Channel configuration

The config-email-customer-bookings-communication channel has been set to deliver one email per booking record and to use the profile's personal email address.

Click on Edit content button

Click on Content template button, then Apply content template

Select the template named [Example] Payment Reminder Template

Click on Confirm button to apply the template

Edit the subject line and replace [FIRST_NAME] by the profile's first name

Click on Edit email body and replace personalization fields with Target attributes

Replace [CRUISE_NAME] by the target attribute named {{target.enrichment.cruiseName}}

Look at the Grid component and check the cruise stops fields:

No-Code needed - Marketer Self-Service

This process lets a Marketer do the personalization without writing any line of code.

Simulate the content

Select the Split activity named Segment by departure date

Disable the Pause mode, enable the Resume mode

Click on the Restart button

Wait for the execution of the flow until the Email activity

Select the Email activity, click on Edit email button

Go to the Content tab and click on the Simulate content > Simulate content button

Click on Manage test profiles button

Search for a test profile that exists in the target:

Identity namespace = Demo System - CRMID

Identity value = nW6oaO8Y

Go back to the Simulate (Email) screen and check the personalization of the content

Check the 5 first Cruise stops

Simulate the content with target data

This process lets a Marketer simulate the preview of a message by directly use target data.

Step 3 - Save the Target as an Audience

Goal Save the Target as an Audience

An Audience can be activated to CRM destination, as usual in AEP RT-CDP

Features

Copy and paste, Deduplicate, Save audience

Copy & Paste an activity

Select the Change dimension activity

Click on the Copy icon - the 3rd icon after the delete/bin icon

Go to the segment named Departure day in 15 days

Click on the + button

Select Paste 1 activity

Deduplication

Click on the + button

Add the Deduplication activity

Primary set = Find people from bookings

Attribute 1 = CRM ID

Deduplication method = Random selection

Click on the Restart button

Click on the Preview the results button to check that the records have been deduplicated by CRM ID

Save the audience

Add a Save audience activity

Set the name to [your name] Customers who have to pay

Set the profile mapping field to: customer - crmid

This activity creates an audience with Campaign Orchestration as its origin:

The Target cannot be saved as an Audience in the simulation mode. The Orchestrated Campaign flow has to be published in order to save the audience. This audience can be activated to a CRM destination for instance, to let the Customer Care people phone the bookers and ask for a payment.

Step 4 - Schedule and Publish

Goal Schedule the execution of the Orchestrated Campaign flow

Publish the messages templates

Publish the exportation of data (Save audience)

Highlight

It's possible to execute the flow daily and every day of the month

Publish is a restricted feature and requires a permission.

Schedule

Click on the As soon as possible button

Schedule the execution of the flow Daily and Every day of the month

Publish permission

The Publish button is restricted to the operators who have the Publish Orchestrated Campaigns permission

Congratulations on successfully completing the exercise!

This lab focused on these topics:

Multi-Entity & Relational Data Processing

Orchestrated Campaign Spirit

Audience Creation & Ad-hoc Targeting

Data-Driven Email Activation & Templates

Appendix

Select the preferred channel

It's possible to select the preferred channel using the Split activity:

Deliver the same message across multiple channels

It's possible to deliver the same message across multiple channels using the Fork activity