Configure campaigns¶
Sending campaigns from Amperity is a combination of three things: segments, audiences, and destinations. This is part two of a series of topics that describes how this works.
A segment defines the audience that you will use with your campaign.
A campaign breaks that audience down into sub-audiences that align to your marketing strategies and goals.
Destinations are the locations and channels to which you will send those sub-audiences, after which you will perform specific marketing activities to support your marketing campaign.
A campaign is defined in the Campaigns page, from which you configure the audience and sub-audiences that will be associated with the campaign, the downstream locations to which the campaign will be sent, and the time at which the campaign is to begin.
The following sections describe the steps you’ll follow to set up and configure a campaign.
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The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. 
After the campaign builder opens, give your campaign a name. Tip Use good naming patterns to ensure that you can always find your campaigns in the various applications to which you will send them. The campaign name will always appear in the filename that is sent to any destination. Avoid duplication between campaign and recipient group names. Avoid using the names of destinations as campaign names unless the campaign is sent to only that destination. Use a naming pattern that ensures the campaign name works across every recipient group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name. Some examples:
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All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. 
Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time. |
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Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign. 
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Some campaigns have just one audience, while others require sub-audiences. Sub-audiences can be many things. How you choose to configure them is dependent on your audience, marketing strategy and goals, and the type of campaign you will run. This topic uses sub-audiences to split the combined high-value audience into more specific audiences by lifecycle status. Click Add sub-audience to open the Audience Builder, find the Predicted CLV Attributes table, choose the Predicted Lifecycle Status attribute, and then select “active”. 
Then update the name of the recipient group. In this example, it’s “Active_Socks”. This is part of the filename that you will see in the application to which you send this sub-audience. For example: “Churn_HighValue_Early_Active_Socks”. 
Assign one (or more) destinations to this recipient group, and then edit the attributes to ensure Amperity is sending the right data. Tip Use good naming patterns to ensure that you can always find your campaigns in the various applications to which you will send them. The campaign name will always appear in the filename that is sent to any destination and the recipient group name is often appended. Use a naming pattern that allows the recipient group name to build on the campaign name. Avoid duplication between campaign and recipient group names. Avoid using the names of destinations as recipient group names unless the recipient group is sent to only that destination. If brand names and/or region names are specific to sub-audiences, consider using the brand names within the recipient group names. Add details like “historical”, “daily”, or “test” as appropriate. Be sure to include the region name if you have multiple regions. Some examples:
The campaign and recipient group names are concatenated, typically as {{ campaign_name }}_{{ recipient_group_name }}. The campaign and recipient group names become the filename that will be visible to users in the application to which you send this recipient group. |
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The second sub-audience is similar to the first one, but instead choose the “cooling down” value from Predicted Lifecycle Status. 
Then update the name of the recipient group. In this example, it’s “CoolingDown_Socks”. This is part of the filename that you will see in the application to which you send this sub-audience. For example: “Churn_HighValue_Early_CoolingDown_Socks”. 
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The third sub-audience is similar to the previous two, but instead choose the “at risk” value from Predicted Lifecycle Status. 
Then update the name of the recipient group. In this example, it’s “AtRisk_Socks”. This is part of the filename that you will see in the application to which you send this sub-audience. For example: “Churn_HighValue_Early_AtRisk_Socks”. 
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A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible. 
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Enter the date on which you plan to launch your campaign. This date helps Amperity improve results tracking and campaign results measurement. 
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When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. |