Omni-Channel Messaging

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
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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
Coupons & vouchers for an
Point of Sale
Highly personalized email
messages
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Or traditional direct
mailings
use the SMS mobile
channel
Personalized CMS managed
landing page
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
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Outbound Connectors
SDL Web
Audience
Manager
SDL Smart
Target
Urban
Airship
SMS
Donky
Any other
3rd Party
App
Salesforce
Engine
SMS
Dynmark
Twitter
SDL
Ecommerce
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SDL Smart
Target
Omni-Tactic
Outbound
Communication
that can be
applied to any
Channel
Inbound Integrations
Exact
Target
SDL Web
Audience
Manager
Webtrends
Streams
Engage
Sciences
Microsoft
Dynamics
Salesforce
Engine
SMS
Dynmark
Twitter
Google
Analytics
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SDL Web
Events
Inbound
Connectors
For
Data Integration
Event Triggers
Omni-Channel Tactics Architecture
Campaign Tactic
Administration
Pentaho Kettle
Omni-Channel Tactic
External Agents
Kettle Job/Scripts
EXPECTED PARAMETERS
EXPECTED
EXPECTED PARAMETERS
PARAMETERS
REQUIRED FIELDS
REQUIRED
REQUIREDFIELDS
FIELDS
Connector Packs or
custom jobs
SDL Web
SDL Web Plugin
Personalize Website
Personalize Website
Send SMS Message
SMS (Dynmark)
Send SMS Message
Send Email Message
3rd Party ESP
Send Email Message
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Audience Manager
SMS (Dynmark)
Send Data
3rd Party ESP
Send data via
Webservice API
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
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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
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SDL CM – Omni-Channel Tactic Example Scenario
DM received in Twitter
inbox + link
Split on Twitter
language pref
Twitter data via
ETL Import
Connector
Send Twitter Direct
Message to new
Twitter Followers
DM message with link
also arrives as Email
Link to website
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Abandon Basket
Example
Campaign Overview
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Configure Campaigns – Create Variables
Marketing Codes for channels
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Configure Campaigns - Create Tactics
Define Tactic Outputs and Data
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Configure Campaigns – Create Event
Map to Inbound Webtrends Data
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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
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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
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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
At the last moment, the user
bails back to the homepage
This creates a potential
basket abandon event
Finally, we listen for the user
closing their session,
indicating the basket has
been lost
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SDL Campaigns and SDL Web with Webtrends Streams
Triggered Email Conversion
Information captured about
basket content and value is
used to drive personalisation
Within Campaign Manager
we have a campaign waiting
for an basket abandoned
event to fire
This is fired when the
session is closed
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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
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Resources
Resources
SDL Documentation Center
–
–
–
–
Installation Guides
Best Practice Guides
Implementation Docs
Architecture & Backup
○ Connector Pack v3.0
– supportal.alterian.com
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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
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Any questions?
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