Lab 2. On-Board Revenue Campaign

20 min

Focus area Adobe Journey Optimizer

Features Orchestrated Campaign

Ad Hoc Targeting

Data driven email activation

Multiple messages per profile

Content Optimization

Difficulty Easy

Use case description

In the travel cruise industry, customers typically confirm their bookings more than 16 months before the departure date. This extended lead time provides significant opportunities to promote onboard services and enhance the overall cruise and travel experience.

As a Marketer of a cruise company, I want to increase the average revenue per cruiser by promoting onboard services before the departure date

Right people: Target people whose lead times > 16 months

Right time: Roll out proposals gradually, at different intervals between the booking date and the departure date

Right message: Optimize messaging based on booking details (number of passengers, loyalty status vs. first-timer cruisers, presence of children) and customer behavior (clicks and page views)

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] Simple Text-led Email 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 promote onboard services to enhance the overall cruise and travel experience.

Every day, these tasks will be executed:

Filter the booking records where departure date is in the future

Calculate lead times

Keep only the records where lead times > 16 months and exclude the others

Calculate the booking age and the number of days before departure date

Segment the records by booking age and departure date

Optimize the message with booking data and customer behavior (page views)

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

Step 1 - Right People

Goal Filter the bookings with a departure date greater than today

Keep records whose lead times is greater than 16 months

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 Cruise > Departure date, click on Confirm

Set the operator to on or after

Select the Presets radio button and set the value to Today

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 lead times

Every day, the flow calculates the number of days between the booking date and the departure 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],[target/@bookingDate])

Click on Confirm button

Set the Label to Lead times in days

Click on the Resume button

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

Keep the records where lead times > 16 months

Click on the + icon to display the list of activities

Select the Split activity

Define the subset

Set the transition label to Continue with "16 months lead times"

Set the filter to lead times in days > 488

Enable the Generate complement option and set the label to Exclude - Not the right people

Click on Resume

Step 2 - Right Time

Goal The flow will run every day.

Every day, calculate the booking age (in days) and the number of days before the departure date.

Split the records into segments that align with the optimal marketing timing:

5 days after booking

7 days after booking

... days after booking

15 days after booking

3 days after before departure

2 days before departure

Highlight

Enrichment, Split

Calculate the booking age and number of days before departure

One possible way is to follow these steps:

Go back to the Enrichment activity

Click on Add enrichment data button and edit this expression:

DaysOld([target/@bookingDate])

Click on Add enrichment data button and edit this expression:

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

Set the Label to Days Before Departure

Define segments that align with the optimal marketing timing

Go to the first transition of the Split activity and add another Split

Set the label to Segment by booking age or departure date

Define optimal marketing timing segments:

5 days old

7 days old

9 days old

3 days before departure date

2 days before departure date

Enable the Generate complement option and set the label to Exclude - Not the right time

Add an End activity to the exclusion transition paths

Click on the Restart button to simulate data

Robust and short-lived process

This flow starts every day, executes in a few minutes, stops and do the cleanup. This is a robust design that works very well in production. The flow design does not rely on the Wait activity, yet it still enables precise timing of communications.

Step 3 - Right Message

Goal Deliver message to people who have booked

Optimize messaging based on booking details (number of passengers, loyalty status vs. first-timer cruisers, presence of children) and customer behavior (clicks and page views)

Highlight

Change dimension, Channel activity, Optimize messaging with Targeting rules

Change dimension

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

Follow these steps:

Go to the transition named 5 days old

Add a Change dimension activity

Set the New target dimension to customer

Set the label to Find people from bookings

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.

Optimize messaging by aligning content with the target

Follow these steps:

Click on the + icon to add an Email activity

Set the category to Marketing

Click on Edit email button

In the Actions tab, set the channel to config-email-customer-bookings-marketing

In the Optimization section, click on Create targeting rules button

Click on Create rule button

Go to the Audiences tab

Drag and drop the audience named Loyal customer

Rename the rule to Loyal customer

Enable the fallback content that matches a first-time cruiser variant

Go to the Content tab and apply the [Example] Simple Text-led Email template content template for the 2 variants

Story 1 optimized for Loyal cruiser

Story 1 optimized for First-Time cruiser

Optimize messaging is about align content to target

Optimizing messaging involves aligning content with the target audience to ensure relevance, engagement, and a more personalized customer experience.

Prioritization of messages

At times, multiple messages may be scheduled for delivery on the same day, creating potential conflicts. Marketers must therefore define priorities to ensure that the most relevant message is delivered to each target.

Copy and paste the activities to design the 2nd segment (7 days old)

Set the label of the message to S2.1 Children, S2. Loyal, S2. First-Time

Deliver the Story 2.1 variant for passengers with children

Deliver the Story2 - Loyal for loyal customers

Deliver the Story2 - First-Time for the others

Copy and paste the activities to design the 3rd segment (9 days old)

Set the label of the message to AT2. Interest in S2, S3

Deliver the Action Trigger 2 (AT2) story for customers who have an interest in story 2, that means customers who have clicked and viewed a page proposed by the stories delivered 2 days before, who belongs to this audience

Deliver the Story 3 message for the other cases (fallback message)

Prioritization of messages

This design offers a framework to manage the prioritization of messages scheduled on the same day.

It also supports the use of the Fork activity to enable the delivery of multiple messages within the same day, giving marketers full control over the number of communications sent.

Congratulations on successfully completing the exercise!

This lab focused on these topics:

Multi-Entity & Relational Data Processing

Orchestrated Campaign Spirit

Define segments that align with marketing timing

Optimize messaging by aligning content with target

Appendix - Guardrails

Channel activities limit - An Orchestrated campaign supports a maximum of 10 channel activities (Email, SMS, Push, or Direct mail). Only channel activities count toward this limit. Targeting and flow control activities do not count (for example, Build audience, Wait, Split, Enrichment, Reconciliation, Fork, End, or Test).

Message content size for journey publication: When publishing journeys that contain email messages, the total message content size must not exceed 2MB after backend processing. During publication, the system automatically processes message content by patching links, images, and applying transformations, which increases the payload size beyond the authored content size.