Cracking the Personalization at Scale Code using Marketo Engage

Transcript

Thank you so much, Hemi. Hey, everyone, welcome to the webinar. So let me start off by introducing myself. So I’m Darshil Shah. I work as a consultant at Deloitte. I’m based in India. So I started working, you know, using Margarito right out of the college after graduation. I have got a lot of experience, you know, with the fresh installation of Margarito, optimizing the existing instances, working on multiple client accounts, multiple implementations, and all the technologies that revolve around the Margarito B, CRM, B, B sales enablement platform, etc. So, I’m so excited to be here and, you know, presenting on personalization and using Margarito to engage alongside with Kourtney. Looking forward to the session. I would like to invite Kourtney as well to introduce ourselves. Thanks, Darshil. So that was me. I went ahead. I’m excited, guys. My name is Kourtney Edwards-Jones. I’m marketing operation manager at Zora. I’ve also been using Marketo for over four years now. I come from a B2B, B2C hybrid background within marketing, and really fell into the role of marketing operations and really loved it and started to use Marketo. I’m now using it very much leaning into B2B and the fintech SaaS space. And yeah, so I’ve built instances from scratch. I’ve inherited an instance. I’ve worked in many different connected CRMs or not a connected CRM. So, lots of different experience working with Marketo. And again, I’m thrilled to be here and talk about personalization, which is really important and high impact. So, let’s get started. Personalization, what is it really? There’s definitely an old school mindset around personalization. So, this is a real world look at my inbox in April. Only one of these businesses, obviously, I didn’t want to call any of them out. It’s not to put anybody on blast. But one of these businesses I’m actively engaging with to kind of evaluate as a vendor, but the rest of them I’ve never worked with. But they’ve done right. They’ve got my name in there. They know what company I work for. So, personalization in that way has historically meant including a greeting, first name in the email body maybe. Highlighting that you know what company they work for.

Grabbing attention by any kind of personal element in the email subject line, which is exactly what we see here. And basically, any high touch repeatable use of tokens that give a feeling of personal communication. But I really want to highlight that we’re talking about feeling. But that’s changed now. And the world’s changed. B2B customers now expect B2C experiences. And we know what that means. It means that they want us to really know who they are, but beyond that, what they need, what their pain points are, deliver content that suits that. This is an example of a campaign that I’m going to share later, a use case where we did exactly that. Personalization includes gathering information, identifying who the key stakeholders are, and also identifying more beyond them. Marketo is rich with data. And it holds this for you. So, why not use it? Understanding all of their pain points, like we said, but demonstrating that back to them in your content, not just how we know who you are, and we know what company you work for. And again, like I said earlier, there’s no judgment with that, because that’s exactly how most of us use personalization now. And it’s a great starting point. But the world now expects a one-to-one experience. But we know that’s not really doable on a level of one-to-one. So, we need to pull that rat back out and make it a one-to-many architecture. So, it doesn’t just feel personalized, but it’s actually personalized. Their experience needs to be personalized. I’m going to hand it back to Darshal now, who’s going to talk about the tools available at a high level for you guys right now in Marketo Engage. Thank you so much, Courtney. So, these are the tools that are available in Marketo. So, all the tools that you see on the screen, these are available out in the box in Marketo Engage. We have tokens. We have dynamic content segmentation and the email scripting on a very high level. So, we are going to discuss all of these tools in our session today. Of course, for the tokens, we are not going to dive very in-depth about it, because we already have covered tokens in depth in our previous Learn from Your Peers webinar session. You can find the link to the on-demand webinar session in the resources section. And coming to the next, we are going to be discussing all about dynamic content and segmentations. Courtney has a fantastic use case study that she’s going to present today. And then, in the end, I’m going to discuss in-depth about the email scripting. I’m going to start off right off the bat, like, right from the very basics, like what email scripting is, what language we use, how to add email script token in the email. And then, I’m also going to discuss some of the advanced use cases revolving around the custom objects, how to use custom object data to personalize the emails. And we are also going to discuss real world use case study for the email scripting part as well. So, let’s dive in.

Let’s start off with the tokens itself. So, like Courtney shared her inbox, like Fuse, like Spax, She, like all of those where, you know, where the areas where the marketers did use tokens. So, for example, for using the subject line personalization for other areas where you can very want to add lead owner account executive names in the from name, from email address, etc. Or even reference data from other fields in your lead records in your database. All of these you can do using the tokens. There are several tokens that are available out of the box and marketed for, you know, personalizing your emails, personalizing your landing page, basically personalize the experience that you’re delivering to your prospects. So, we have listed the tokens towards the right. Of course, we are not going to dive into each of the tokens in depth. But yeah, those are available out of the box. And we also have a resources section where we have linked the product documentation regarding tokens as well. So, let’s quickly, for the sake of completeness, let’s quickly, you know, brush over the ways through, like, brush over the process on which we can add tokens to the emails. So, for this is only just for the custom tokens. For the custom tokens, you need to create it at the campaign folder level or at the program level. All the assets which are, you know, created as nested assets on the campaign or the program can then reference the custom tokens. So, for creating a custom tokens, you either go at the campaign folder level or the program where you want to add the tokens, you select the my tokens tab, you switch to that tab. And in the right, there are several custom token types that are available to you for use. You pick out the correct custom token type, you un-drag it to the canvas, set the proper value, you save it and that is done. For adding not just the custom tokens, but any other type of token that are available in market, you can open up the, you know, email or landing page in the draft mode. You can open up the, like, for that, you open up the module where you want to add the token, you click on the highlighted insert token icon on the top. And then in the insert token dialog box, you select the correct token. For the custom tokens, like mine token name, you would be using it like that. For the token, you can say, like, lead.fieldname. For the company token, you can say company.fieldname, et cetera. So, that is how you, you know, add the tokens in an email or landing page. So, I’m gonna invite Courtney now. She’s gonna be discussing all about segmentations and new content. And she’s also gonna present a wonderful use case that she worked on our previous company. Over to you, Courtney.

Thank you. Okay. So, segmentation. They’re powerful. And it’s a great way to really think about how you want to identify your audience, break it down, and how you want to speak to them. So, segmentations are gonna allow all of you to create, like, logical groups of people based on similar characteristics, needs, behaviors, preferences, your personas, and group them together so that you can reach out to them in one holistic way. Segmentations then are also gonna be how you add dynamic content to your emails, your landing page, and your snippets. And that’s what I’m gonna share next. But real quick, again, we know that they’re in a previous learn from your peers. You can dive more into this. But to create a segmentation, you want to go to your database, segmentations, new, and new segmentation. From there, go to product docs and look on Marketing Nation, because there’s a lot of good info about how best to create the segmentation from that point on. But let’s dive in. So, in this case study, and don’t be afraid by this image and all of these programs, because it is what it looks like. In this case study, I’m gonna talk about how we went from the old school mindset that I mentioned earlier to the new school mindset. So, for our Big Rock global content launches, we would launch in 30 plus countries, nine languages, multiple regional and persona nuances, including different calls to action. So, what we went from with our old school thinking before, which is why I said we’ve all done it, was creating 30 plus emails in 30 plus email programs or more maybe with those individual send programs that you see here. So, this is all for one launch. And it scrolled on. I couldn’t really scroll it and show all of them there for you, but there wasn’t room on the screen. So, that’s all of them. It had over 100 hours of build and QA. And we had a decentralized build aspect to it. So, there were campaign inconsistencies that we saw launch inconsistencies as far as when things actually went to market. And it became difficult to report on a campaign success.

So, what were our drivers for change in this use case or our requirements from our stakeholders? Obviously, streamline email build and QA process was a big one. Decrease stakeholders in the process. Create a scalable process. So, we really wanted whatever we did with this to not only work for one launch, we wanted to be able to duplicate that and replicate that at scale quickly to get things to market faster. A centralized campaign reporting framework, but still provide the regional and persona-based content that drove the engagement, that we found really drove the number of members for our content. So, I’m going to talk you through what the program build looked for us to take it from what you saw before to what it became. So, the first thing we did was create a geo-based segment. Now, here I’ve highlighted two segments that we actually meshed. So, a country segment. For us, the geography in the region of people was really important because we were able, in this case, to bring nuances about the local market. But also, a language element to it. So, there were dual language citizens or people that would like to consume content in two different languages as well as in three different languages sometimes. So, we wanted to combine two. It’s not shown here with the picture I have, but we actually had a country and language segment that we went with. We’re going to call it a geo-regional segment as I continue on. And then we set our smart lists for each of those segments. So, one thing to note with segmentations is that they’re mutually exclusive. So, we had to really think through. That’s why I said map your audience. Map what you want your segmentations to look like because people will only fit in one of them. They won’t fit in multiple. And that helps drive what content they’re going to see. But you want to make sure you’ve thought through how people best want to consume or how you best want to present your content to them. So, yeah, we created ours geo. And then we went on to build snippets for email design. From here, you could go into your email and you could make it dynamic and use the Marketo modules. We went and created multiple snippets for email design. Because, again, we wanted this to be scalable and live in our center of excellence. So, we wanted to be able to drop in modules. Drop in snippets, sorry, that were already dynamic so that we could use program tokens to drop in the content and use this center of excellence templated program to quickly go to market with any of our big rock content and get it out there fast. We made sure each snippet was dynamic. Again, selecting our segmentation, in this case, with a language and regional focus. And we added our content into the segment. And in this case, we added our tokens. Please, the taxonomy or the, yeah, the taxonomy of the names and everything, don’t worry about that. That made sense. It’s still like still seeing this. It makes complete sense to me. I know what it all means. But obviously, you can name your tokens how it best fits your segments, the email, and whatever.

So, yeah, we went one step further and used the geobased tokens in our snippets. And then we created a launch program, one launch program for all of those emails that you saw before that was gonna drive everything and pull everything into one program. And we added program level tokens that matched the tokens in our snippet so that we could clone this program, quickly drop in the content, and it would immediately match the segmentation and the way we want to deliver content to the individuals in each of the countries and each of the languages that we were working in so that we could continue, after launch of the first beta phase, continue to roll this out for all of that content. And what came out of it is personalization elevated. So you’ve just seen little pockets of it there. But what came out of it was an email looking like this that had… And there’s six areas highlighted there that are personalized. There are actually two more that I missed when I was making the slide that afterwards I was kicking myself because I was like, that’s also personalized. But so there were eight areas total in the email. What you can see here immediately just by looking at the heading is that we have English, we have other languages down in the body content. There were regional nuances that we were able to add in there. We were able to add the footer of the local office. So it felt very personalized coming from the office they were used to working with. And then, yeah, we were able to drive them to 30 plus different international sites. So then they landed in an area that also had additional personalized content for them that they could continue to consume. So their whole process felt personalized all the way down the road. And it had high impact, it really high impact. So based off this first program, we immediately decreased five weeks off of our build time. And that’s a big deal, especially because we’re not just talking about personalization being important, we’re talking about at scale. So decreasing that five weeks was a key win to our requirements. We increased our year on year content requests by almost 30% immediately. We increased our new logo pipeline, so new businesses that we were working opportunities with, not just new contacts, by over 70 businesses. We decreased the report creation time from multiple hours pulling together all the reports from all these different launches and emails down to less than an hour being able to pull in some streamlined reporting. And we increased our marketing source activities, which came with big visibility, C-suite, board level visibility. This was something that we had promised to deliver on with automation and being able to scale up for these big campaigns and we delivered ahead of schedule. And then there was positive feedback from our install base, from our current customers that we’re working with, our current partners and clients that had received content before differently. Because in this way, because we sent one email, we were able to send it one time with recipient time zone and they received that one email. There was no risk of crossover with them living in different segments because they went for multiple launches. They maybe received the email twice or whatever it might be. Before, there was a bit patchier for the go-to-market strategy and now it was really streamlined for people that were used to hearing from us. So there was really positive feedback.

Now I’m going to hand it back to Darshal, who’s got a really, now that we’re talking about email build, who’s got a great tip for you guys on how to build your email. Thanks, Kourtney. That was a wonderful use case. So for the people who know me, they know that I love sharing tips on all of my social media. So I wanted to share this tip. I was looking for a public moment and this is the public moment for this tip. So out of the box, the email preheader cannot be dynamic. All the other modules within the email, the text modules, even the from name, the from address, the subject line, all of those modules basically can be made dynamic using these segmentations. But just the out of the box preheader module that you can access by going to the email settings in the email editor that cannot be made dynamic. So in order to work around that limitation of the platform, basically you can disable the out of the box preheader module and instead use a separate text module, separate text module, edit at the top of your email, basically top of all the content modules that you have in the email editor. And since that is a text module, you are able to make it dynamic based on the person segment membership. So like you would normally make other modules dynamic, you can make that model dynamic and all the email client have this entire built-in where they can run the initial characters, initial body of the email, they consider it as a preheader in case the preheader supplied by the mail delivery system is blank. So that is how you can make your preheader dynamic based on the person segmentation as well, despite the platform does not allow it to be out of the box. So that was the top tip for you regarding the segment, making the preheader dynamic using segmentation. So let’s dive into my favorite part, which is the email screen using our velocity template language. So as I said earlier, we are going to start at the very beginning. We are going to discuss what email scripting is, how we set it up in Markit.

Although we will also discuss the advanced use cases using custom objects and the real world use cases using custom objects. So to start off, the email scripting in Markit is a feature that allows users to customize their email content using a variety of conditional statements, loops, variables, etc. based on the recipient data. So you can use all of those frameworks that most of the programming languages support in order to make the content that you are solving to the person. So email scripting in Markit uses velocity template language. So for the people who know Java, this VPL would look a lot familiar. A lot of functions, a lot of classes are actually similar to what we have in Java, but the VPL is actually simpler and it is specifically designed for email personalization. So in the snapshot that you see, it is a very simple example of velocity template language code, which basically personalizes the greeting text of a person based on their gender. So in the top you see conditional statements, so it is looking for the person gender field on the lead object. So lead or the person object, the same thing. If that equals male, we are setting a greeting attribute. So this is a local variable which has a scope of this particular email script token. We are setting it to hello, Mr. And we are also pulling the last name of the person from the database. And in case if that is not the case, if the first condition feels if I listed too false, we then look at the else condition. But then we are checking with the person gender equals female. In that case, we set the greeting to hello, Miss. And we again, pull the lead dot last name from the database. And if all like both of the condition on the top fails, then we set we have a catch all statement that set the greeting variable. And in the end, we display the greeting variable in the email. So based on the evaluation or evaluation of this entire if else statement, the conditional will be dynamically setting the greeting variable. And this is just a very simple example where we are just, you know, building out the conditional using a single single feed. But that could be cases where we want to pull in multiple fields, not just on one, one object, the person object, but from the other standard as well as custom market and CRM sync objects as well. So all in all, this has a lot of potential in, you know, making your content personalized based on the attributes of the person. So next up, let’s discuss some of the use cases where in the email scripting using VPL would, you know, would be the best fit. So all of your advanced personalizes use cases, which are not supported by tokens, or even the segmentation with dynamic content by segmentation, you can use email script. So all the use cases where you want to leverage the data from your standard market objects, custom market and CRM sync objects, but even the segmentation membership. So all of those advanced use cases, if you want to mix and match the data that is present in these attributes of the person, you can do that using email scripting. And some of the common examples where we use email scripting are like, for example, you know, making a personalized greeting statement based on the person’s gender that we just, you know, discussed in the previous slide, or maybe sure hide a particular piece of content to customers or recipients if they’re in a specific region, and this is not limited to a specific region, if they meet a particular condition, if they’re particular variable set, we can show or hide a particular piece of the content on the fly in the email and dynamic copyright here as well. So a lot of marketing nation post and a lot of users on the call would be using a custom text token to populate the year in their footers. So the only caveat of that is that every year you need to at the beginning of the year, you need to go in that one token, you need to update the year so that it reflects the present year. So if you replace that by a velocity script token that is able to pull in the, you know, dynamically based on the system date time, then you get rid of doing that manual operation every year too.

So let’s now quickly discuss the steps for adding velocity script to an email. So a velocity script can like, you know, add the velocity script to an email script token, and an email script token is a type of the custom token. So all the steps that you would follow to add a custom token would apply here. So basically you open up a campaign folder or at the or the program wherever you want to add that email script token to. You switch to the my tokens tab, you pull in the email script token, that is where you will, you know, compose your email script basically. So you pull the email script token into Canvas. And once you click on the edit tab, the edit option of the email script token and email, the VTL editor will pop up. So here is where you would compose your velocity script basically. So the sample script that you’re seeing in the screen is basically, is looking to, is looking at a couple of lead attributes to compute that, to compute the, you know, year dynamically. So if they have custom times on present, it is going to pull data from that. If not, it is going to pull the data from the system times, system time, and populate the year dynamically. So in here you compose it or set a script. And the next very important step is to ensure that all the fields, all the attributes that we’re referencing in our velocity script, you need to ensure that you are actually check marking all of those fields in the tree in the right. In case if you don’t check mark those, those are field values would not be available to market at the runtime and your email script would run into, it will not run into error in some cases, but you will not see the desired output. So make sure to check mark all the fields that are actually using and referencing in your email script token. So next up, once you’re done composing your script, once you are done, you know, check marking all the fields, once you are done verifying that you hit the save and you hit like hit the save here as well. So the email script token gets saved and adding email script token is pretty much, it’s very similar on how you add your rest of the tokens. You open up an email, you know, open up the module where you want to add, you insert a token, it also goes by the my, like a prefix my like any other custom token does. You select the token, you hit on insert and that is how you insert a velocity script to token to an email. And the final and the most important step of, you know, adding an email script token is to validate whether it produces right output or not. So since velocity script involves a lot of coding, so like all the coders on the call would relate to me that they need to ensure that all the catch cases are actually taken care of. So you need to like, you need to test it out on various fields that are populated on different persons. So basically, you, in the, in like, once you preview an email, you select view by person or view by list, you select the appropriate lead that has the respective field values populated, and you showcase like you see how that person would actually, you know, see the output based on the velocity script that runs based on the data that they have on their person record.

So next up, now that we have some idea about email script token, how to add it to email, let’s discuss the market of custom objects and slide our way into some of the advanced use cases dealing with. So first of all, custom objects allow storing and managing data specific business needs. Each custom object can have multiple standard as well as custom fields. Our custom object has a limit of, you know, adding in like having 50 standard and custom fields on it. So custom objects can be created in one to many or many to many relationships as well. So for example, one to many could be a single person having multiple custom object records, and many to many a single person can have many custom object records and then many custom object records can help further many customers with the course link to it. And of course, you can add or update custom object records wireless comport or API calls, you cannot update it by a closed-seping campaign. The data in the custom object can be referenced by email script for personalization. And to create a new custom object, you go to admin, you still go to the market or custom object section, and you hit the new custom object. And then you can create a new custom object and all the fields associated to it. And we have provided a link to the market of like creating a market of custom objects, product documentation in the resources section, if you want to check it out.

So let’s discuss some of the top use cases of the custom objects in email script basically. So a case where a single person record can have multiple records associated to it. So this could be an example of an order confirmation email. So for example, a person single person can have can place multiple orders in a set timeframe. So that is where the one to many custom object relationship fits very well. Similar is the case with the abandoned cart email, request code email, as well as the multiple event registration as well. So a single person can have all of this multiple records associated to that person record. Now let’s discuss the real world use case that I worked on a client sometime back. So this client, they had Adobe commerce, and like running the commerce engine. And they had all sorts of flows, the abandoned cart flow step, the the, you know, order confirmation flow, etc. So we created several different custom object records for each of these flow. And the commerce basically media calls to market or when a person places an order, when they have ended a cart with all the details wrapped up in a custom record in a JSON field.

And we had a smart campaign created in market or trigger campaign listening for addition of new custom object records, or, you know, update activities happening on the existing customer reports. So as soon as those activities happen, the campaign would fire and it had a send you a post up the campaign had like that the email had a value secure script token, the token had logic to pull the data from the customer record, basically convert the string into the JSON format, and then keep the data and, you know, wrap it up in a HTML as well as CSS to present it nicely in email. So in the end, the personalized email would some look something like this to a person. So basically, all of the products that they ordered all of the products that they abandoned during this checkout process are shown in the email like this. So this is an excerpt from the other case study that I just discussed. So the script that you see is actually the heart of the entire velocity script. So this script basically picks the correct trigger, correct triggering object, custom object record from list of the customers records that it already has. And so the entire customer record has the JSON data, and it is in the form of a string. So the evaluate function basically converts the string format into a JSON array format. And once that is converted into a JSON array format, we look through the different attributes in the JSON. And we check if each of the item that we want to display in the email is empty or not, in case it is empty, we leave it. If it has a valid value, we display it in the email. So of course, there are there were more styles, there were more HTML, there were more CSS around this, but I wanted to focus only on the core velocity part, the core logic part. And of course, we had like 250 to 300 lines of email, just for a single flow like when the cart flow or the order confirmation flow. So now that we have discussed some of the, you know, personalization techniques, one of the key areas is also to, you know, know how to test email personalization the right way. So, like when I like I wouldn’t, I would be very honest about it when I started with the marketer on the very first week itself of my marketer journey, I was asked to test a couple of personalization. And I actually sent out an email to myself every time, like by creating different person records in the database. And then after that, I got to know that there’s I had a feeling that there’s got to be a better way. So, so this is the better and the right way, in my opinion. So when you when when after you’re done editing all the personalization with the email, you open your email in the top mode in sorry in the preview mode. And if you have like if you have tokens, if you have the email script editor, email, you will be shown with the screen. So if you have the email script editor, you will be shown with the screen. So in the view by you will be seeing different options list of the person on the default, if you select the person, you will be asked to, you know, enter a person record which is present in our database. And based on their field values, how the email would be looking like for the person would be shown in the preview tab. And in case you have segmentation added to it, you will apart from these three variables, these three options, we will also see a segmentation option. And you can select the segmentation. And for that segmentations, there will be different segments created, that you can select the appropriate segment to see how the email would render based on the segment that you’re selected. So this is the right way to test the email personalization, not actually by sending out the email for different person records to yourself or your colleagues. So I would like to hand it over to Kourtney who will walk us through all the key takeaways and what are some of the next steps that we can take right from this webinar.

Perfect, thank you. So just key takeaways really quick so we can get to questions. Personalization is changing. So customers expect highly aligned experiences. So let’s give that to them. There are many out of the box tools for you to use right now. And one of the what’s next for you is to do that create a test email and use all those available tools that we’ve talked about and more and see how it all works together best for you. Push your boundaries and use your data innovatively. So Marketo holds so much data for you, why not use it to help push your marketing initiatives? And the only way wrong, which is why I draw back to when we say there was no right way when we did the poll, the only wrong way is to not do it. What next? Audit your emails that you have now or your landing pages and look for areas that you can better provide that personalized content. Map out your segments and your buckets. Create a test email like I said, test personalization the right way. Thank you, Darshal for showing that to us. And then check out the Apache velocity documentation for email scripting. It’ll be really useful. We have a lot of useful information for you actually in the appendix that will be available to you. So read through these and check out and pull out that information you need but as well ask questions here or reach out to Darshal and I on LinkedIn or in Marketing Nation and ask any questions you have as well. So now I will pass that on to Darshal and Courtney to answer some of the questions submitted via Q&A.

Thanks Amy. I do see some of the interesting questions regarding velocity script. I will just start with the first question that I see on my screen. So Antune’s asked that can we add a new recording to custom object via smart campaign instead of APR list upload? So unfortunately not possible at this moment. You need to add custom object records by uploading a CSV, like uploading a list of records or create or update the custom object records via the API.

Courtney do you want to take one? Yep perfect. Okay so yeah one of the first ones I see as well. Why did I use an email program? It says why did you use the launch campaigns instead of smart campaigner engagement program? So for us yeah we use the email program to launch. For us it was just when we were looking at and mapping out how we wanted to build it. We really wanted it to be scalable and quick and so for us it was easier to build it as the email program and build in those program level tokens so that we can drop content at that top level. I know those tokens then go all the way through the program so again you could use that with smart campaigns and then differentiate your sends through that way and again you can use it with engagement programs. So that’s why I said just a minute ago because I’d seen this question come in is that to start to play with it and figure out what works best for you guys. This one made it really streamlined for us really great for our campaign ops and our demand center to know how to take it to market and how to clone it. So that’s why I used it this way and we also used it this way so that we could use recipient time zone to send it out and just do one launch and then watch as it filtered through.

Back to you Darshan. Awesome thanks Courtney. So the next question that I see regarding the velocity script again. So Amar is asking if velocity script is enabled out of the box or there is some configuration in LPR email template to enable it. So Amar the velocity script the email token is basically available to use out of the box you don’t need to you know do any configuration for it it’s just a custom token like other custom tokens that you have in an instance you can call it like create it under a program or a campaign folder compose a script and add it to the email. So that is how you use the velocity script nothing that needs to be enabled by as an end user or request support to enable it. So hope that answers your question.

I’m quickly going to try and sneak in one more question. I know that we are right at time but I thought this is a really great question because I learned this the hard way so this person’s definitely forward thinking. It says we’re using visible right or sorry we’re doing visible reporting and we found that using tokens for links makes them untrackable and is there a workaround around or solution for this? Which I did learn the hard way and we sent it all out and then afterwards was like we’re not getting the tracking back this looks like nobody opened or it looks like nobody clicked. For the way that we did it specifically we kind of made a decision that that wasn’t as important for us as the success metric of who filled in the form to get that content so we weren’t necessarily looking at from our email tracking perspective. We did use Google Analytics to see how much traffic was driven to the site following the launches just to kind of you know guess at but that is a really good point to make is that if you’re going to tokenize your call to action links then they will serve dynamically but you won’t be able to do that tracking that you might be used to but for us we just made the decision and this these programs that the success metric laid with how many people filled in the form which we were able to do. I think we can maybe stick around for one more question I know people might have to go but there’s a lot of great questions in here so Darshal do you want to do one more and then if people need to drop off they can? Yeah yeah that sounds like a great plan Courtney. So I see repeated questions around how people can start learning velocity script because a lot of marketers they come from a non-technical background they find it hard to you know learn the basically the coding principles and I’d be honest velocity scripting is not very well documented there aren’t a lot of I know videos and technical sessions that are online that people can actually watch and learn so in the beginning while I was introducing the velocity script I did say that it is very similar to java and java has a lot of resources available you know online that people can actually watch and learn and of course velocity script is you know much more simpler than java so if you know the basic syntax of java learn how to you know like use variables how like what the fault does what if else does learn those conditionals and if you are strong with those principles the core principles that are also you know common with the java and velocity scripting and I think you are set so the I like I personally learned like in my graduation I learned java for four years I did python as well so the like all that I learned is if you if you have strong background with any any one programming language you can track like you can very well use the other programming languages as well. Thank you again Courtney and Darshav for all the great examples and answers we’re going to wrap up today’s webinar after today’s presentation please follow this exercise sheet to apply what you have learned in today’s webinar if you submitted a question during the session that we didn’t get to during the Q&A we’ll provide the answers in the follow-up email so stay tuned for the information and follow the webinar thread on the marketing nation community thanks again for your participation and I hope to see you again in the future webinars.