Lab 3: Service Contract Renewal

29 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

As a Marketer, I want to inform customers about their expiring service contracts and provide an option to contact us for renewal: automated notifications will be sent 30 days before expiration, followed by a reminder 10 days before expiration, and a final call on the contract end date.

Resources

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

There are 3 main entities: Account, Device and Service Contract

Each entity has been described with a Relational schema.

The relationships between entities have been defined with these cardinalities:

1 account is linked to 0..N device(s)

1 device is linked to a 0..N service_contract

1 service_contract is linked to 0..N device

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

Email template

A Web Agency has provided an email template named [Example] Contract Expiration Alert Message available in the Content template library in Content Management > Content template > All template folder.

Solution Design

Orchestrated Campaign is the solution that let you create easily an audience by manipulating multiple entities like contract and recipient. This process let you discover, manipulate, filter the data and calculate aggregate in an iterative way (start/resume/stop/restart the flow).

Orchestrated Campaign is the only solution that let you deliver one email per contract, that means that a profile with multiple expiring contracts will receive multiple emails.

The following steps will describe:

how to create segments of expiring contracts

how to deliver one email per contract

how to transform a segment in an audience

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 contracts

Create 3 segments:

Contracts that will expire in 30 days

Contracts that will expire in 10 days

Contracts that will expire today

Highlight

Build audience, Distribution of values, Enrichment, Split

One way to do it is to follow these steps:

Create a new Orchestrated Campaign

Build an audience of contracts

Calculate the number of days before the expiration

Split the records in 3 segments

Create a new Orchestrated Campaign

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

Click on the Create campaign button

Select Orchestration - Marketing and click on Confirm

Set the name to [your name] Service Contract Renewal

Click on Save

Filter contracts

Click on the + icon to display the list of activities

Select the Build audience activity

Set the Targeting dimension to service_contract

Click on Create audience button

Click on Add condition

Select service_contract_name, click on the ... button and click on Distribution of values

Close and just set the filter condition to service_contract_name is not empty

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 expiration

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/@service_contract_end], 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

Contracts that will expire in 30 days

Contracts that will expire in 10 days

Contracts that will expire today

Enable the Generate complement option

Click on Resume button

Depending on the day, the results below will change

To illustrate capabilities of the product, different conditions have to be set up in order to get records in the segments.

As an exercise, change the filters to get more records in the segments and enable the overlapping option; for instance:

1st segment:

(DaysDiff(service_contract_end, GetDate()) equal to 30) OR (service_contract_id included in (S-CT-900, S-CT-901, S-CT-910, S-CT-911))

2nd segment:

(DaysDiff(service_contract_end, GetDate()) equal to 10) OR (service_contract_id included in (S-CT-001, S-CT-002, S-CT-900, S-CT-901))

3rd segment:

(DaysDiff(service_contract_end, GetDate()) equal to 0) OR (service_contract_id included in (S-CT-001, S-CT-002, S-CT-003, S-CT-900, S-CT-901, S-CT-910, S-CT-911))

Check the box Enable overlapping of output populations

Click on Resume button to get these results

Step 2 - Send one email per contract

Goal Send messages to recipients, not contracts

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

Add personalization data in the email like many devices per contract

Highlight

Enrichment of the target with a collection of device, Change dimension, Email personalization

Enrichment of the target

On the first segment, click on the + icon to add an Enrichment activity

Add the fields that will be used to personalize the email

service_contract_end

service_contract_name

all the devices covered by the contract

It's possible to add these devices in the target by collecting many records this way

Select the path Targeting dimension > service_contract_device > device > device_description

Keep the option Collect data and set the length to 5

Click on Resume and get a preview of the results

5 new columns have been added in the target; these 5 columns match 5 devices

The target contains both email addresses and personalization data.

Email messages will be delivered to all the recipients that are in this list.

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

Change the targeting dimension

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 contracts dimension to the clients dimension.

This step is required to prepare the target in order to let the product deliver messages (email, push, SMS). The engineers are working to improve this process by maybe removing this step.

Click on the + icon to add an Change dimension activity

Select Recipient as the new target dimension

Click on the Resume button and get a preview of the results

The new targeting dimension is now Recipient

The first column of the target is the crmId 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.

Personalize an email message

Click on the + icon to add an Email activity

Click on Edit email button

In the Actions tab, select the surface named config-email-marketing-service_contract

Channel configuration

The config-email-marketing-service_contract channel has been set to deliver one email per contract. This design disable a deduplication on the recipient email address.

It's possible to configure this channel to deliver the message by using the email address set in the contract.

Click on Edit content button

Click on Content template button, then Apply content template

Select the template named [Example] Contract Expiration Alert Message

Click on Confirm button to apply the template

Edit the subject line to replace [FIRST_NAME] by a personalization field

Edit the subject line to replace [FIRST_NAME] by a personalization field located in Target attributes > recipient > firstname

Click on Save

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

For instance, for the expiration days, the path is Target attributes > Enrichment > DaysDiff(service_contract_end, GetDate())

Repeat the personalization task with devices (1..5)

The email is personalized with data added in the Target, attributes from the targeting dimension and attributes from the secondary dimension (service_contract)

Follow the same process to deliver a reminder email to recipients that belongs to the second segment. It's possible to Copy/Paste the activities to save time.

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

Enrichment, Deduplicate, Save audience

Enrichment of the target

Go to the third segment and click on the + icon to add the Enrichment activity

Add the service contract name

Add the service_contract_contact_email

Preview the results and look at the duplicated emails

Deduplication

Add the Deduplication activity

Add the attribute service_contract_contact_email as a field to identify duplicates

Set the deduplication this way

Click on Resume , preview results and check that duplicates have been removed

Save the audience

Add the activity Change dimension to shift from Contracts to Recipient targeting dimension

Add a Save audience activity

Set the name to [your name] Contract will expire today

Set the profile mapping field to: recipient - crmid

Add these attributes (audience mapping):

service_contract_name

service_contract_id

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. The next paragraph describes the audience that will be created by the Orchestrated Campaign engine.

In the menu on the left side, under Customer, click on Audiences

Click on the audience named Contract will expire today

Click on the dataset name and click on the Preview dataset button

CRM destinations

In the menu on the left side, under Connections, click on Destinations

Go to the Catalog tab and select the CRM categories to see all the supported CRM destinations

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 several times per day

Publish is a restricted feature and requires a permission.

Schedule

Click on the As soon as possible button

Schedule the execution of the flow several times per day

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 focussed on these topics:

Multi-Entity & Relational Data Modelling/Processing

Orchestrated Campaign Logic

Audience Creation & Ad-hoc Analysis

Data-Driven Email Activation & Templates