Lab 4: Device upgrade and cross sell

26 min

Focus area Adobe Journey Optimizer

Features Orchestrated Campaign - Ad Hoc Targeting

Activation to Social Media destination

Data driven email activation

Personalization of web site

Difficulty Easy

Use case description

As a Marketer, I have to make the promotion of the new ARTEVO 850, which is a device that belongs to the Cataract Workflow products. I want to identify contacts linked to accounts or clinics that already own ARTEVO 750 or ARTEVO 800 device and to inform them than the new improved ARTEVO 850 has been released, with an email message, a social media campaign and also with a personnalized web banner on ZEISS web site.

I also want to include cross-selling offers of additional products related to Cataract Workflow like IOL MASTER 7000, CIRRUS 6000 or ATLAS 500 devices in the email message.

Ressources

Data engineers have designed a relational data model with devices owned by accounts

A Web agency has provided:

a Web banner to make the promotion of ARTEVO 850

an email with a placement to display cross selling products

Solution Design

One possible solution design is:

Use Orchestrated Campaign to create an audience of accounts who already owns an ARTEVO device

Enrich this audience with all the devices already bought by the customer in order to propose a Cross Selling product that the customer doesn't have

Activate this audience to social network like Meta

Use a Regular Journey to activate this audience to email and web channel

Place a Cross Selling product inside the email

Design a regular journey is a good practice to manage in the same way inbound and outbound channels:

Currently, inbound channels like Web channel or Content Card are available only with a regular journey, not with an Orchestrated Campaign.

In this design, the email is delivered by a regular journey; it's also possible to deliver the email with the Orchestrated Campaign flow as done in previous lab.

This lab highlights a tip to leverage enrichment attributes of an audience, inside an email: it's possible to personnalize the email by defining conditions based on the attributes provided by the audience, for instance to select the best cross-selling product interesting for the profile.

Step 1 - Ad Hoc Targeting

Goal Create the audience "Profiles interested by ARTEVO 850".

Enrich the audience with other devices already owned by the account.

Higlight Build audience, Enrichment of the audience with an aggregation of devices

One way to do it is to follow these steps:

Create a new Orchestrated Campaign

Build an audience of devices

Change dimension from device to recipient

Enrich the audience of recipients with an aggregation of device, except ARTEVO ones

Save the audience

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] ARTEVO 850 launch

Click on Save

Filter devices

Click on the + icon to display the list of activities

Select the Build audience activity

Set the Targeting dimension to device

Click on Create audience button

Click on Add condition

Define these 2 criteria:

(device_description contains ARTEVO 800) OR (device_description contains ARTEVO 750)

Click on Calculate to get a count of records

Click on Confirm

Click on Start to start queries in a simulation mode

Enrichment step

Add an Enrichment activity

Add enrichment data device_description and device_contact_email

Click on Resume

Change dimension

Add an Change dimension activity

Set the new target dimension to recipient

Click on Resume

Click on Preview results

Enrichment - Aggregation of devices

Add an Enrichment activity

Add enrichment data

Select the attribute in the path Targeting dimension > Device > device_description

Set the option named 'Select how the data is collected' to Aggregate data

Select the aggregate function to String aggregation

Set the alias to other_devices

Click on Create filter

Set the filter to device_description does not contain ARTEVO

Click on Resume

Click on Preview results

Save the audience

Add a Save audience activity

Set the Audience label to[Your name] Profiles interested by ARTEVO 850

Add Audience Mapping this way

In the left menu, go to Customer > Audiences folder and search for the audience named Profiles interested by ARTEVO 850

Click on this audience, click on the Dataset name, and click on Preview dataset

Goal Activate this audience in Social Media space - Meta case

Higlight Activation of an audience

This is a READ ONLY section: the next paragraphs will give you the information to learn how the activation process works.

Activate profiles for your Facebook campaigns for audience targeting, personalisation, and suppression based on hashed emails.

You can use this destination for audience targeting across Meta's family of apps that are supported by Custom Audiences, including Facebook, Instagram, Audience Network, and Messenger. Selection of the app that you want to run campaign against is indicated at the placement level in Facebook Ads Manager.

Facebook Custom Audiences supports the activation of identities:

GAID - Google Advertising ID

IDFA - Apple ID for Advertisers

phone_sha256 - Phone numbers hashed with SHA256 algorithm

email_lc_sha256 - Email addresses hashed with SHA256 algorithm

extern_id - Custom user IDs

Export Type = Segment Export

Facebook requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Facebook can be keyed off hashed identifiers, such as email addresses or phone numbers.

Activate Audiences to the Facebook Destination

In the left rail, click on Connections and choose Destinations, then go to Catalog. You’ll then see the Destinations Catalog.

In Destinations, select Social, click the Activate Audiences on the Facebook Custom Audiences card.

Select your Destination and click Next.

For this Lab we have already configured the Facebook Destination for our demo account. You can reuse this Account to map your audiences in the Lab: Facebook Demo Destination

In the list of available audiences

Select on of the Audiences you created in the previous exercise for mapping.

Click Next.

For the Facebook Custom Audience Destination, you need to specify your mapping identifiers between Adobe Experience Platform and Facebook. These will be used to match the profiles in your audiences between platforms.

For this lab we want to use the Hashed Email ID as the mapping identifier.

This mapping is already in place for the Bootcamp Facebook Destination, the below steps 1-7 are for information only.

On the mapping step select Add new mapping.

We will first specify a Source Field, by selecting the arrow next to the input box. This opens our XDM schema where we can choose to select from attributes or Identity namespaces.

Select the checkbox Select identity namespace and click the Emails (SHA256, lowercased) namespace from the list of identities.

Click Select.

Then, we do the same for the Target Field.

Select the Hashed email ID (email_lc_sha256) from the Facebook options.

Click Select.

Your mapping should now look like:

Click Next.

On the Audience Schedule step,

Select Directly from customers in the Origin of Audience drop down option.

Click Next

Finally, on the Review page, click Finish.

Your audience is now activated to Facebook

Exported Data

For Facebook, a successful activation means that a Facebook custom audience would be created programmatically in Facebook Ads Manager. Audience membership in the audience would be added and removed as users are qualified or disqualified for the activated audiences.

The integration between Adobe Experience Platform and Facebook supports historical audience backfills. All historical audience qualifications get sent to Facebook when you activate the audiences to the destination.

Step 3 - Activate to email and place X Sell offers

Goal Make the email promotion of the new ARTEVO 850 device and optimize the cross-selling products to include in the message.

Higlight Email personalization

Optimize the profile journey

Create a regular Journey with Email

In the menu on the left side, under Journey management click on Journeys

Click on the Create Journey button

Set the name to [your name] ARTEVO 850 upgrade and Cross Selling

Click on Save

Add a Read audience activity

Select the audience named Profiles interested by ARTEVO 850

Set the namespace to ECID

Add an Email activity

Set the name to ARTEVO 850 Promotion

Set the Category to Marketing

Set the Email configuration to config-email-marketing

Click on the button Edit content

Click on the button Content template, Apply content template

Select the template named [Example] ARTEVO 850 Promotion

Set the subject line to New ARTEVO 850 is available!

Click on the button Edit email body

Edit personalization

Replace [FIRST_NAME] by {{profile.person.name.firstName}}

Replace [DEVICE_NAME] by {{profile._demopotemea.audienceEnrichment.CustomerAudienceUpload.....Device_Description}}

Tip

Search for the word upload to find audience enrichment attributes

Set up rules to display the cross-selling offer

Look at the placement used to display the cross-selling product

The orange border of the block means that conditional content has been enabled

In the left panel, multiple variants have been defined

Select the CIRRUS 6000 variant

Click on Edit condition

The condition is based on the value of an attribute provided by the audience

That means: display the CIRRUS 6000 block if the customer doesn't already own a CIRRUS device

Your audience is now activated to an Email.

The email is personalized with audience and profile attributes.

Step 4 - Activate to Web

Goal Profiles who have received the ARTEVO 850 promotion email will visit the ZEISS web site. The goal is to personalize the web site by changing the hero banner with an ARTEVO 850 ad.

Higlight Web personalization

Add a Web activity in the same journey

Add a Web activity

The Web activity is automatically added with a Wait activity. The journey has to be configured to define how long the Web banner will be displayed. By default, the Wait activity is proposed; it's also possible to define this period by using an Event or an Audience Qualification activity instead of a Wait.

Set theWeb configuration to config-web-homepage

Click on the Edit content button

Click on the button Edit web page

Replace the main image by the ARTEVO 850 banner

The web site is now personalized, it will display ZEISS ARTEVO 850 ad for all the visitors who belong to this audience.