Omni-Channel Messaging Matt Sawkins, Product Manager
Agenda What is Multi-Channel and Omni-Channel? Omni-Channel in SDL Campaigns Abandon Basket Example Campaign Resources Image placeholder Click on image icon Browse to image you want to add to slide 2
What is Multi-Channel? What is Omni-Channel?
Multi-Channel Campaigns provide personalized communication for each channels Omni-Channel Campaigns provide a consistent personalized experience across all channels in context
Cross Channel Communication Branded video with monitored clicks and call to action events Links, Likes, Share with Social channels Fully automated banners & product recommendations Highly personalized email messages use the SMS mobile channel Personalized CMS managed landing page Coupons & vouchers for an Point of Sale 5 Or traditional direct mailings
Omni-Channel in SDL Campaigns
Omni-Channel Tactics - Overview Created and managed within an extendable framework, using Pentaho Available to the marketing user in SDL Campaigns SDL Campaigns Connector Pack offers a high starting point 7
Outbound Connectors Urban Airship Salesforce SDL Smart Target Engine SDL Web Audience Manager SMS Donky Any other 3 rd Party App Omni-Tactic Outbound Communication that can be applied to any Channel SMS Dynmark Twitter SDL Ecommerce SDL Smart Target 8
Inbound Integrations Webtrends Streams Salesforce Exact Target Engine SDL Web Audience Manager Engage Sciences Microsoft Dynamics Inbound Connectors For Data Integration Event Triggers SMS Dynmark Twitter Google Analytics SDL Web Events 9
Omni-Channel Tactics Architecture Campaign Tactic Omni-Channel Tactic EXPECTED PARAMETERS REQUIRED FIELDS Administration External Agents EXPECTED PARAMETERS REQUIRED FIELDS Pentaho Kettle Kettle Job/Scripts Connector Packs or custom jobs Personalize Website SDL Web Personalize Website SDL Web Plugin Audience Manager Send SMS Message SMS (Dynmark) Send SMS Message SMS (Dynmark) Send Data Send Email Message 3 rd Party ESP Send Email Message 3 rd Party ESP Send data via Webservice API 10
External Agent Configuration External Agents are defined in the Administration are of Campaigns An Agent calls a Kettle job and based on a pre-defined node (ESP, SDL Web, etc.). Using Connector Packs or custom connector 11
Omni-Channel Tactics Tactics are defined in the Omni-Channel Campaigns An Omni-Channel Tactic is based on the External Agent expected parameters and required fields based on channel characteristics 12
SDL CM Omni-Channel Tactic Example Scenario Twitter data via ETL Import Connector Split on Twitter language pref Send Twitter Direct Message to new Twitter Followers DM received in Twitter inbox + link DM message with link also arrives as Email Link to website 13
Abandon Basket Example
15 Campaign Overview
Configure Campaigns Create Variables Marketing Codes for channels 16
Configure Campaigns - Create Tactics Define Tactic Outputs and Data 17
Configure Campaigns Create Event Map to Inbound Webtrends Data 18
Demo
SDL Campaigns and SDL Web with Webtrends Streams This generates a stream of product interest events Initially the visitor anonymously browses product pages on SDL.com For now these product interest events are stored with a unique visitor ID 20
SDL Campaigns and SDL Web with Webtrends Streams Abandon Basket Scenario Later the same visitor returns and begins to purchase a product This generates an additional basket tracking events 21 As the user nears the point of purchase basket content and value events are captured Purchasing requires users to create an account, so now anonymous event data can be reconciled to a known customer
SDL Campaigns and SDL Web with Webtrends Streams Abandon Basket Event This creates a potential basket abandon event At the last moment, the user bails back to the homepage Finally, we listen for the user closing their session, indicating the basket has been lost 22
SDL Campaigns and SDL Web with Webtrends Streams Triggered Email Conversion Within Campaign Manager we have a campaign waiting for an basket abandoned event to fire Information captured about basket content and value is used to drive personalisation This is fired when the session is closed 23
SDL Campaigns and SDL Web with Webtrends Streams Triggered SMS Conversion Likewise we can fire an SMS message that leverages the initial product browsing information This checks additional customer location information to deliver an invite to a seminar only for customers located in the UK 24
Resources
Resources SDL Documentation Center Installation Guides Best Practice Guides Implementation Docs Architecture & Backup Connector Pack v3.0 supportal.alterian.com 26
Omni-Channel Messaging: What Have We Learned? SDL Campaigns provides Omni-Channel Campaign Manager Utilises Pentaho Integration layer Out of the box Connector Pack Example scripts, jobs and documentation Extensible without having to modify Product User Personas Configuration and Integration administrator - Partner Campaign user - End client 27
28 Any questions?