Optimization in campaigns and journeys message-optimization
Optimization empowers you with the tools to deliver personalized and optimized content to your audience, ensuring maximum engagement and success to create highly effective journeys and campaigns.
With Optimization, you can:
- Leverage targeting rules
- Run content experiments
- Use advanced combinations of both experimentation and targeting within a single campaign
Once the journey or campaign is live, profiles are evaluated against the defined criteria, and based on matching criteria, they are delivered with the appropriate experience or content from the journey/campaign.
The difference between experiments and targeting can be outlined as follows:
- Experimentation consists in a random split in delivering content based on traffic allocation鈥.
- Targeting uses deterministic techniques to deliver content based on user profile, audience membership, or context-based rules.
鉃★笍 Learn more about optimization in a campaign in this video
Leverage targeting targeting
Targeting delivers personalized content to specific audience segments based on user profile attributes or contextual attributes.
Unlike experimentation, which is a random assignment of a message鈥檚 content, targeting is deterministic in terms of delivering the content to the right audience.
With targeting, specific rules can be defined based on:
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User profile attributes such as location (eg. geo-targeting), age, or preferences. For example, users in the US see a 鈥淕olden Gate鈥 promotion, while users in France see an 鈥淓iffel Tower鈥 promotion.
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Contextual data such as device type (eg. device-targeting), time of day, or session details. For example, desktop users receive desktop-optimized content, while mobile users receive mobile-optimized content.
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Audiences which can be used to include or exclude profiles that have a particular audience membership.
To set up targeting, follow the steps below.
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Create a journey or a campaign.
note note NOTE If you are in a journey, add an Action activity, choose a channel activity and select Configure action. Learn more -
From the Actions tab, select at least one action.
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In the Optimization section, select Create targeting rule.
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Use the rule builder to define your criteria. For example, define a rule for US residents, a rule for France residents, and a rule for India residents.
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Select the Enable fallback content as needed. Fallback content allows your audience to receive a default content when no targeting rules is qualified.
note note NOTE If you do not select this option, any audience that doesn鈥檛 qualify for a targeting rule defined above will not receive content. -
Save your targeting rule settings.
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Back in the Actions tab, select Edit content.
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Design appropriate content for each group defined by your targeting rule settings.
In this example, design a specific content for US residents, a different content for French residents and another content for India residents.
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Activate your journey or campaign.
Once the journey/campaign is live, content tailored for each targeted is sent so that US residents get a specific message, France residents a different message, and so on.
Use experimentation experimentation
Experimentation allows you to test multiple versions of content to determine which performs best based on predefined success metrics.
To set up experimentation, follow the steps below.
Let鈥檚 say you want to test the following promotional messages in a campaign:
- Treatment A: 鈥20% off your next purchase鈥
- Treatment B: 鈥淔ree shipping on orders over $50鈥
- Treatment C: 鈥淕et your $10 gift card鈥
To set up experimentation and determine which message drives the most purchases, follow the steps below.
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Create a journey or a campaign.
note note NOTE If you are in a journey, add an Action activity, choose a channel activity and select Configure action. Learn more -
From the Actions tab, select two inbound actions, for example code-based experience and In-app.
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In the Optimization section, select Create experiment.
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Design and configure your content experiment as wanted. Learn how
Once the experiment is defined, it applies to all the actions inserted in that campaign or through the journey Action activity, meaning that the same customers see the same offers across all surfaces.
note note NOTE You can select other actions: the experimentation applies to all actions added to the campaign or to the journey Action. -
Activate your journey or campaign.
Once the journey/campaign is live, users are randomly assigned the different content variations. Journey Optimizer tracks which variation drives more purchases and provides actionable insights.
Follow the success of your campaign with the journey and campaign reports.
Combine targeting and experimentation combination
Journey Optimizer also allows you to combine targeting and experiments within a single journey or campaign to create more sophisticated strategies.
Indeed, you can use targeting to create several variants, and for each variant, use experimentatation to further optimize each content. This ensures that experiments are specific to each targeting rule and do not span across variants.
For example, you can test a 鈥50% off promotion鈥 versus a 鈥$50 gift card鈥 for customers in the USA, and run a different test for customers in Europe, such as 鈥榝ree shipping on orders over 鈧50鈥 versus 鈥20% off their next purchase鈥.
To combine both targeting and experiments in a journey or campaign, follow the steps below.
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Create a journey or a campaign where you define several targeting rules. Learn how
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Create an experiment for the first targeting rule.
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Design and configure your content experiment as wanted. Learn how
Once the experimentation is defined, it applies only to the first targeting rule.
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Back in the Actions tab, select Edit content.
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For the group defined by your first targeting rule, you can define a specific content for each variant of your experiment.
If you added more than one inbound action to your journey or campaign, the same combination of targeting and experiment applies to each action. However, you need to define a specific content for each variant of each action.
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Proceed similarly for the other targeting rules, and design the corresponding content for each variant.
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Save your changes and activate your journey or campaign.
Once the journey/campaign is live, users from each targeted group are randomly assigned the different content variations defined for the group they belong to.
How-to video video
Learn how to leverage message optimization in action or API triggered campaigns. You鈥檒l see how to target sub-audiences, create message variations by location, enable fallback content, and run multiple experiments within a single campaign. This tutorial also covers how to manage multi-channel campaigns while maintaining message consistency.