51ºÚÁϲ»´òìÈ

Transcript

Thanks again for joining today’s 51ºÚÁϲ»´òìÈ Campaign Insider webinar. Now I’d like to turn the floor over to your first presenter, Bruce Swan, Principal Product Marketing for 51ºÚÁϲ»´òìÈ Campaign. Bruce, you now have the floor. Yes, thank you very much and good morning or good afternoon everybody, depending on where you are in the world. And again, my name is Bruce Swan. I’m a Principal Product Marketing Manager here at 51ºÚÁϲ»´òìÈ and I focus quite a bit on 51ºÚÁϲ»´òìÈ Campaign. And I’m really excited to kick off this first Campaign Insider Session of the Year. As a reminder, hopefully you attended one of these sessions last year, but if not, as a reminder, these sessions are designed to provide value to you, the 51ºÚÁϲ»´òìÈ Campaign practitioner. So it’s not a sales webinar or anything like that at all. Rather, it’s time for you to learn tips and tricks, best practices, and ideally hear from one of your peers, an 51ºÚÁϲ»´òìÈ Campaign customer, on how they’re using 51ºÚÁϲ»´òìÈ Campaign Classic. And I’d like to introduce my co-presenter, and really he’s the primary presenter for today, let’s be fair. His name is Tony. And Tony is, he used to be an 51ºÚÁϲ»´òìÈ customer. He spent quite a bit of time at Expedia where he not just implemented 51ºÚÁϲ»´òìÈ Campaign across different Expedia brands, but he was also a practitioner and he led 51ºÚÁϲ»´òìÈ Campaign teams. And what’s kind of fun is Tony and I collaborated in the past during 51ºÚÁϲ»´òìÈ Summit Sessions, where among other things, we talked about how to organize your team or what skills are required to get the most out of 51ºÚÁϲ»´òìÈ Campaign. And I’m really excited to have Tony here with us today because he not only has a lot to share, but he has a great style in which he shares information. And as it was mentioned a few moments ago, please use the chat capabilities and ask questions. And I’ll do my best to answer as Tony’s answering. If not, we can hold some of those to the end and I will ask Tony. And then also at the very end, I’ll point you to many different valuable resources that pertain to what Tony is talking about today, but also some other resources that will help you in the future. And before I turn it over to Tony, we want to get you active on the session and we have a poll we’d like you to participate in. So, Heather, if we could launch that one poll that we talked about. What are your biggest cross-channel challenges? So coming into the new year, what are you thinking about? How has your mandate changed for the year or has it changed? So are you thinking about your team and the proper org structure and the right skills? Do you not have the right data to be able to do what you were being asked to do as a marketer? So just pick one or two of those in the poll and vote. Be interesting to get your insights because we actually use those insights to help determine what we can talk about in the next sessions. All right, Tony, I know you can’t see the poll, but go figure. One of the, not the most popular response, but a popular one is keeping up with skills required to support cross-channel strategies. So Tony, that’s exactly what you and I presented on a few years back, but the number one challenge is consistently personalizing experiences. And that’s not surprising to me. That’s something I hear often from our customers. And good news before I turn it over to Tony, I’ll give you a little bit of hope on that topic around personalization. 51ºÚÁϲ»´òìÈ Summit’s coming up in one month and there are two, actually three 51ºÚÁϲ»´òìÈ Campaign sessions dedicated to personalizing experiences consistently at scale. Two tips and tricks sessions, then another session led by a customer, a person at Virgin Atlantic Airlines. It’s going to be an awesome session. I’ll point you to links to how you can register for those sessions at the end of today, but I keep an eye out for that. Interestingly, as I’ve been speaking, keeping up with skills required to support cross-channel strategies has taken over as one of the number one topics. So Tony, maybe keep that in mind as you think through your content. I’ll certainly keep it in mind for future sessions as well. We did a webinar on that last summer, but it’s always a hot topic. Tony advance to the next slide before I turn it over to you. So some key takeaways. The idea is to take up the whole hour. A lot of times you’ll attend a webinar and you’ll get the message, we’re going to give you 20 minutes back. I’m not sure if that’s going to happen today. I mean, ideally we take up as much time as we can. I know Tony has a hard stop and want to be mindful of that. But in this time we have some key takeaways where Tony’s going to focus his time. First and foremost, helping you get organized with 51ºÚÁϲ»´òìÈ Campaign and the different objects within 51ºÚÁϲ»´òìÈ Campaign. It can get busy really fast. And Tony has some good ideas that can help you with that. Understanding best practices for query optimization in reporting. Tony shared a lot of content with me that I know you’ll gain some value from as it relates to that. And then lastly, knowing where to go. So the very end, kind of hang on for those last few minutes of the webinar, I’ll point you to some valuable resources that will help you out with this content that Tony is going to cover today, but also some useful content for you to study up on in the future. And with that said, Tony, again, super excited to be collaborating with you again. And I’ll turn it over to you. Thanks, Bruce. And I appreciate the opportunity to share some of these good things to know. I like to call them from 51ºÚÁϲ»´òìÈ Campaign. Today I’m going to be covering and touching on the topic of query optimization, how to build custom reporting outside of just the out of the box reports that are offered and how to get organized within the folder structure of 51ºÚÁϲ»´òìÈ Campaign. And then we’ll wrap up with some frequently asked questions, considerations and where to dig deeper and find those resources to seek out additional answers to your questions. I’ll go ahead and get started here with query optimization. One thing to remember that the query performance is directly affected by your filters and your expressions and especially the order of the configuration. So I pulled this live example from a client, and this is the way that they had their query identified. And you see, you know, this query will run, but it may not be as efficient as it should be. And we’ll talk about why that’s important in just a moment. You’ve got a query looking for a specific delivery code or specific primary key of a delivery. And then you have the date, event date here a little bit further down in the query. Well, when this query runs, the runtime for this query was 39 minutes. Okay. And that’s just one query within a workflow that had multiple queries doing something similar. So think about that. Just that one query took 39 minutes to run. And by simply going in and moving the event date part of that expression to the top, that’s considered first, it shrinks the overall subset that it’s considering. And it basically created a 50% efficiency improvement just by moving it. You see that all the elements are still there that we had before. All we did is move it to the top. And you can do that with these control arrows here. We didn’t change any other values, only the position of the consideration of that event date. By simply moving it up, this query now runs in 19 minutes. And why is that important is because when you’re looking at all the queries that you’re running through all the workflows that you’re running on a daily basis, you can look at that through the campaign workflow heat map. And the heat map is found on your main menu under monitoring workflow heat map. And you can see that in this particular example, there’s a lot of red on the screen here. And that is just a warning because you don’t want to, and this is not a great example because you can see this client has a number of workflows spiking right at the top of the hour as well as at the half hour. So when you’re using the heat map to determine which workflows are running the longest and taking most resources, you can actually click on that particular number. If you click on that 53, it would actually give you a heat map detail. So it says at that particular time slot, here’s the workflow name, here’s the activity that’s running, and here is how long that workflow is running. So you can use the heat map to start your journey into which workflows need the most attention, which workflows could use these types of optimizations to make them run more efficiently. So you use that in conjunction with the heat map. Any questions there? Okay. So moving forward to custom reports. And as you’re familiar, there are some out-of-the-box reports, but many times the analysts, they want to look at particular reports from a time series outside of the default out-of-the-box time series. In order to do this, you want to make sure that you have the marketing analytics package installed on your instance. It’s a fairly easy install. It’s an out-of-the-box install. So just go in here, click on install, and then it loads in there and it will allow the user to create custom reports. And to do that, here are the types of reports that are available right outside the box. Now this is a global report, and sure enough, this will tell you the volume that you’re sending over the whole platform. Well, that is not granular enough generally. So there’s also delivery level statistics. You can look at sends, opens, and clicks at the individual delivery level. But what you’re really wanting in a lot of cases is you don’t want to see the one execution of that campaign. You want to see how that campaign is performing over a period of time. So you could put in a week or a month or however you want to report on it with a custom report. And to do that, you’re going to start by going to your cubes and preparing your data cube. So there’s some default data cubes. This one is the delivery and tracking statistics data cube. If you think of data cubes like a view to a table, it’s not the actual data schema, but it’s a view into the data schema. So what you want to do is you don’t want to generally change the out-of-the-box view. You want to make a copy of it, make your own copy of it, because that’s the one that you’re going to add the dimensions to. So to do that, you would just right-click on this and duplicate it and give it a new name. And once you duplicate it, then you go in here and you can add the dimensions out of the broad log statistics. You can add your delivery code, sent count, opens, clicks, delivery label, contact date, if you will, anything that you’re going to want to display in your report. This is where you would do it. Okay? And then the measures that are going to be available, you know, are the ones that you select here, but you can also do calculated measures. If you wanted to create a new label and say, I want to do click share, open rate, things like that, you can create your own calculated measures. And once you have that set, you can go to your general reports tab. You’ll see the create button here. Then you create the report and you point the report to the new cube that you’ve defined that was based on the delivery and tracking statistics cube, but it’ll just be your test new cube or whatever you want to call it. But you want to rename your label because by default, your label is going to be the same name as your cube, and you don’t want that. You just put whatever label best describes the report that you’re going to create based on that cube. Hitting create takes you right into the report, and this is where you select what dimension you’re going to use in that report. So we have your contact date label, clicks, opens, etc. And to select that, you click on use a measure, and then this is where you specify here. And then you can drag and drop the order of these columns wherever you want. And you can also do a create measure like I mentioned before and add those percentages or however you want to create those and put them in whatever order you want. And that’s what’s going to display here. And then you create a range, and you do that by clicking on the filtering icon here. So then I can say I want a range from the 11th to the 15th, and then I want to specify the delivery label by creating another filter for the label. And you can do starts with, you can do contains, you can do equal to if you want to look at one specific campaign. So you put in, I want to look at all campaigns that start with this delivery label over this time period. And then you run the report. You can also save at this point too when you’re ready. But when you run the report, this is the result set. You can see we had starts with, so it shows all these different deliveries, those are sent count, they’re open count, they’re click count. And if you want to, you can set it up to export to a PDF if you want to share it with someone, or you can cut and paste, you can copy and paste the results set right into Excel or export it to Excel. So now essentially your custom report build is completed. And you don’t have to share it, but if right now that particular report, the test delivery stats is only showing up for my user. But if I want to share it out to the group where it’ll display on the main reports page, I can click on here, yes, share the report. And if you don’t specify an operator or group, it will display it on the main page for reports, and then they’ll make it available to everyone. So consider this, many times you have lines of business or organizational groups that only want to see one report or another. This is where you could say, I only want the bank group to see this, or I only want the affiliates group to see this. And then only the users associated with that group would see your report. And then this is where it would show up under global reports, it would just show up for them here along with all the out of the box reports. Tony, there was one question about reporting. The question is, do you need custom reports if you have 51ºÚÁϲ»´òìÈ Analytics integrated? And that’s a common question where often it’s where does campaign reporting stop and analytics pick up and vice versa. But just wondering your perspective on that. Yeah, I think so too. I would definitely say that you would need custom reports. Analytics is mostly site performance, things like that. Unless you are pulling in the email response data into analytics where you can co-mingle that data and report on it at that point, you’re going to want something like this available to make it really easy. Just in a lot of cases, the clients will have other teams that they have to depend on, analytical teams to pull reports on say a monthly or quarterly basis. This way, you can create your own reports. If you want a quick snapshot of an email campaign test that you just executed, because the broad log statistics get updated every hour. So you wouldn’t have to wait a week to get your stats to see how your campaign is going. You could just look at your local ad hoc custom report. One other question, and I think this is one you and I anticipated. Can you show how you installed marketing analytics? Sure. I go back to the beginning here. And we do have some documentation at the end, I believe, that walks through the steps. Yeah. To install marketing analytics, you just go to tools and then you go to install packages. And it’s one of the default packages that shows up here. And you can see that initially it may not be checkmarked. So if it’s checkmarked, you already have it and your admins have already added it. If it’s not checkmarked, you’ll have to get your admins to checkmark that. And very simply, you just go to next and then it starts installing it. Then you would just log out and log back in and then you could see the ability to select your cubes and create custom reports. Good question. Yep. Yep. And then last one, and I know you’re going to move on to a different topic here. Another good question. Can we use both marketing and transactional statistics? Sure. What you would do is you would have to go in and find which cube you’re aggregating your transactional statistics in. And if you don’t have that, you can always create a new cube and point it to your transactional data and then point your report to that new cube. Excellent. Thank you. The next item I wanted to cover is while 51ºÚÁϲ»´òìÈ Campaign offers extreme flexibility, at first glance that can really look very, very complex. I know when I was first exposed to Campaign, I was like, how in the heck am I going to keep track of all these folders? You see in many cases here, this is an administrative view, you see Campaign Management occurring in multiple places. I know even today I forget, okay, what folder was that in? Is it in this Campaign Management folder? Is it in this Campaign Management folder? Where am I looking? And what I did on a number of clients is based on their business group, I created these subfolders. So they have under Campaign Management, you know, we would create this folder here that would give that business group only these folders, their campaigns, images, their own technical workflows, their own views at schemas. Or if you don’t do that, you do it by business group. So in this case, this Alliance Services group, this is what they see. They have their own little sandbox here. So when they log in, this is the only thing they see. They’re not looking at an administrative view with half the stuff on here, they wouldn’t be interested in looking at anyway. It just really simplifies that for your user group. And then they don’t, you know, they don’t get shocked by all the number of folders that they have to do. It’s much easier to just work within this group. And this also is useful if your organization requires that one group not have access to another group’s campaigns or vice versa. You could do this as well. And the way you do this, once you create these folders, and you would create these at the admin level, once you create these folders, then you go into Operator Administration in Access Management, and you pull up the individuals that are part of that group, and you look down here at the bottom of your screen, Restrict by Folder. You checkmark that, and in this case, I specified campaign management, comment, email marketing. But any, this particular user, when they log into the instance, all they see is this and nothing else. It just makes it so much easier, and the feedback I receive is like, oh, thank you for setting that up because now I don’t have to go hunting around everywhere for what I need to look at. It’s just right in front of me, very quick and very useful to access. And that’s pretty much it. What we have here are a group of resources that you can, it will be made available to you through the PDF file that’s going to be distributed after. This will give you step-by-step instructions on some of the things that I covered, reporting with cubes, optimizing query conditions, and then how to create your folder structures and how to apply those restrictions that we had. Bruce, do we have any other questions before we move on? No, no additional questions. Okay. I’ll turn it back over to you for the summary slides here. Yeah, Tony, just a couple of quick questions before we get into the resources. What are some of the questions that should be asked or could be asked as it relates to query optimization? You covered some good tips and some good tricks, but what else? Because that’s a common ask. Yeah, one thing that we have is on the heat map. The heat map is probably one of the most useful tools that you can get. Now, the heat map is only available to hosted customers because of that configuration. And then shared reports, I think I touched on it, but the other question that we get is, I want to create just a report for myself. I don’t want the whole world to see it. And you can do that. You can just create it. It’ll only be in your instance, and you can just leave it there and run it for yourself. No one else will see that. Not until you share it. And remember, there’s two levels of sharing. You can share it out to the world. That would make it available to all the users, or you can share it within a group and only share it to the individuals that are part of that administrative group. Excellent. Okay. Good advice. And then also, if I could just put you on the spot, but I know it’s something that’s near and dear to you, since one of the hottest topics or challenges that was expressed at the beginning of the session was around skill set and having the right skills and teams for cross-channel strategies, just wondering what’s your take, you know, based on what you experienced in the past in your previous role as a customer, but also what you’re seeing working with customers today at 51ºÚÁϲ»´òìÈ. And we have a support team that consists of individuals with strong HTML, JavaScripting skill sets. That’s what we generally look for. And on the client side, that’s what made up most of my team. On the business user side, we would set things up where, you know, they wouldn’t really need a lot of those skill sets. We would use personalization blocks quite a bit. So the campaigns that we would build for them were very dynamic, and they would just update the personalization blocks. And we took care of all the coding and the wrapping of the conditional statements around those personalization blocks when we were building out the deliveries. So I would say from a technical support side, JavaScript, HTML heavy, and from the business side, really just a general understanding of HTML is only required. And I remember something you and I have talked about in the past. What was the size of your marketing team? I always remember I was surprised at the answer, but you weren’t dealing, you weren’t working with a massive team to support Canvas. Is that correct? No, it really doesn’t require a large team. You know, we had three data warehouse engineers. We had three campaign developers, engineers, and that was it. And we were covering four campaign instances across four different brands. But, yeah, that’s what I would recommend. As far as the data warehousing, that’s one thing I’ve seen across multiple clients is a lot of times they’re silos where they have to ask of the data warehouse team for new data injection. And a lot of times it doesn’t bubble up to the top of their priority list because they have multiple other things happening. And what we did is we pulled in some resources and created our own data warehouse management team within the email marketing organization. That allowed us to be more agile in pulling in new data, and we wouldn’t have to compete with the overall data warehouse team for priority. We could just reach out to them. They were right down the hall from us, and we could get whatever data that we needed. We could get immediate support if there was any missing data or hiccups in scheduled data feeds. That’s something that I would recommend if it’s possible is to have your own internal IT team within the email marketing organization to help expedite things like that. Yep. Excellent. Good advice. A couple questions. Will the slides be circulated? Yes, absolutely, Simon. We’ll circulate the slides afterwards in PDF format. The links will all be there. Any questions, you can email me. I’ll make sure everybody has my email address at the end. One other question, Tony, about the heat map. Is heat map made only available on specific versions? No, I’ve seen it available on multiple different versions. Yep. Any additional questions about that? Or if you have questions about heat maps in general, you can reach back out to me or Tony and we’ll point you in the right direction. Tony, you can advance to the next slide. I’ll just drive home a couple different resources. We have 51ºÚÁϲ»´òìÈ Campaign Spark pages and I maintain these on a, I try to maintain them on a quarterly basis where I’m updating content, but these Spark pages are designed for you, just bookmark the page and then the content is organized by people process and technology where there’s links to all different kinds of useful information. The first under people, all kinds of content including, I believe it’s still out there, this session Tony and I delivered together at 51ºÚÁϲ»´òìÈ Summit a few years back where, again, great tips and tricks for how to ramp your team up, get them ready, but then also keep them moving. But then there’s also some good pointers to best practices on Experience League, thought leadership on 51ºÚÁϲ»´òìÈ blogs, videos, as well as other ways to engage in the campaign community, something to think about. We do these monthly, we call them coffee breaks where you can log into Experience League at a designated time and ask a question that an expert will answer in real time. And we have one coming up on February 10th and I could distribute the registration for that and it’s just a great way for you to ask an expert. And this particular topic coming up is about upgrades and if you have questions about upgrading your instance of campaign and what’s in the short term and long term we can address that. And there’s also separate Spark pages for Campaign Classic and Standard. There was one question that popped up very early on in the session as to whether or not this content was relevant to Classic or Standard. Today’s session is definitely Classic, but if you are a Standard customer and hung on this far end of the presentation, good for you and just please know that we will have a Campaign Standard focus session coming up in April. And Tony, you can go to the next slide. 51ºÚÁϲ»´òìÈ Summit is coming up quickly and it is once again virtual. Tony and I before this webinar were just reminiscing a little bit about how much we actually miss being in Las Vegas and I never thought I’d say that. But I long to go back and see everybody and present and be in front of a crew of experts and practitioners like everybody in this call. But in light of that, it’s going to be virtual again in mid-March and there’s four great campaign sessions where there’s two highly focused on tips and tricks on how you can better personalize content. I definitely encourage you to register for those. There’s the link on the right-hand side. There’s also a session on how you can modernize your instance with 51ºÚÁϲ»´òìÈ Campaign. We’ll touch on recent innovations but then also give you a glimpse into the future and the roadmap of 51ºÚÁϲ»´òìÈ Campaign. And then lastly, a customer session where a gentleman at Virgin Atlantic Airlines will share what his world has been like in the last couple of years and how they’ve really had to adjust their business model and become more agile as an organization with regards to how they’ve adapted to the rate of change and the things they’re being asked to do and what’s expected of them in terms of scale and so on. They also integrate Campaign very effectively with analytics and experience manager. So definitely a session you’d want to touch on as well. There’s all kinds of other sessions and keynotes and sneaks and the fun stuff you love at Summit. But these are the four campaign sessions you should really focus in on and register for more sooner than later. And next slide, Tony. And we’re going to do another customer webinar later on this month where we’ll spotlight our customers and share their stories. It’ll be a session very similar to today where there’s some real world tips and tricks, best practices and some guidance as to what you could do immediately when you drop off the webinar and open up your work and get started again. So stay tuned for the next campaign webinar and then a whole series that will come into play after Summit in March. I’m in the process of organizing content. Speakers starting in April where we’ll have a series similar to what we did last year. And last one, Tony. And in closing, would love to thank Tony. I always learn something from you. It took a half a page of notes during your time. So as always, truly appreciate the collaboration and you sharing your guidance and expertise and practical tips and tricks. And then also my email is in the bottom of the slide there or lower right-hand corner. I’d love to hear from you. So please reach out if you have ideas for future content or if you want to present in one of these sessions, I would love to get to know you and collaborate and put the spotlight on you and have you share your tips and tricks and best practices amongst your peers. It’s a great way to network and get to know others in the 51ºÚÁϲ»´òìÈ campaign community. And as we round it out, we do have a couple of poll questions here at the very end. Just wanting to know your thoughts on today’s session, if you have any advice and so on. So if you could, Heather, launch that last poll, get your input, that would be fantastic. And with that said, that concludes today’s session. Again, Tony, any parting words or words of wisdom? Well, I just appreciate the opportunity to share some of these tips and tricks. I know working as a client as well as consultant in campaign, I’ve learned so many things, so many of these tips and tricks, efficiencies, if you will, that have really helped ensure that the overall platform is stabilized, that the queries are running in the most optimized way. So you are best utilizing your resources because we have actually seen situations where people, our clients are executing at such a fast pace. They’re creating these workflows. They build it. Oh, the workflow runs. It gives me the results I’m looking for. But they’re not looking at it with the eyes, is this workflow efficient? And then what ends up happening is they start deploying a lot of inefficient workflows and it starts taking up a lot of the system resources. And then unfortunately, other workflows begin to fail because they’re running out of resources. And we want to avoid that. We want to make sure that after you deploy your workflow that you analyze it and ask yourself the question, even though this is running and giving me the results that I want, is it efficient? You know, why is it taking four hours to complete? Maybe it only should take an hour to complete. If I can drill down into the queries, look at the joins, make sure that you have the proper indexes on your data schemas, all those things are going to improve the efficiency of the workflow. And then you won’t see a lot of red on the workflow heat map because you won’t see a lot of workflows that are running longer than they should. And you’ll be a better steward of the resources for your particular platform. Yep. Yeah, that’s really good advice and again, a teaser about Summit and some encouragement. One of the sessions focuses on scaling campaign, both from a people perspective, but also from a technology perspective. And you hit it on the head, maintaining the health of your instances is a big part of that, not creating bottlenecks and so on. So keep an eye out for that during Summit. But again, Tony, thank you so much. That concludes today’s session. And everybody else, look forward to seeing you again on a campaign insider session soon. Thank you and have a great day. Thank you all very much.