Create personalized offers

Transcript

In this video, we’re going to learn how to create personalized offers in Adobe Journey Optimizer. There are two types of offers, personalized offers and fallback offers. A personalized offer is any marketing message that has eligibility rules associated with it. For example, an upgrade offer would only be relevant to existing customers. Another example might be, we want to show an offer for snow shovels to customers who live in places where it snows and only in the winter. The other type of offer is a fallback offer. Fallback offers are for customers who don’t qualify for any other personalized offers.

Before we create personalized offers, be sure create their building block components. Prepare any images, copy, and code needed for the offer. Build placements in Journey Optimizer corresponding to the channel and format of the offer and create decision rules that define conditions under which the offer will be presented.

Now let’s look at the user interface. Start by selecting offers under the decision management section in the left navigation. From the offer screen, select the offers tab. Here we can see all our existing offers and manage them using the search box, sorting features, various filters, and column selections.

From the offer list, we can also select an offer to display its properties, edit, delete, as well as archive the offer, duplicate it or change its status.

We can update the status of multiple offers at once by selecting the corresponding check boxes.

Now that that’s out of the way, let’s build a personalized offer. For this example, let use, LUMA, a fictional fitness retailer, that launched a new line of exercise equipment and wants to offer promotional discounts to their most loyal customers. To create an offer, select create offer. First, you are prompted to choose between a personalized offer and a fallback offer. We’ll create a personalized offer. The first step is to add offer details. Give the offer a name and timeframe. From here, we can also add tags and offer attributes. Tags help us organize our offers and allow us to build dynamic collections later on. Offer attributes allows us to associate key value pairs with the offer for reporting and analysis purposes when using the API. Next, we need to add representations. A representation specifies what content goes where, it’s a combination of the placement and the content.

First, let’s add the representations for the homepage hero banner.

We start by choosing the web channel from the dropdown menu. It will filter placements to those created for the web channel. We can also use the browse icon next to the placement dropdown list to open the dialogue where we can search and filter placements to locate the one we need. Next we need to choose the content for the placement. In this case, our placement is an image. We can add images from the Adobe Experience Cloud Asset library or from an external public location. For this example, let’s add an image from our Adobe Asset Essentials library. Select the browse button, then navigate to the asset you wish to use.

Once we have our asset, select save to continue. Once complete, we have the option to support multiple language versions of the offer if needed. Additionally, if we did not have access to asset essentials, we can specify the image URL and a destination link to get the same result.

We can add another representation for our email channel. And continue to add additional representations for all the placements and language variations in which we want to serve the offer. Additionally, we can also add text type content as a placement. We can personalize our content using the expression editor and leveraging the information we have about the offer recipients. For example, we can add our customers first name to the message. Once complete, select next to proceed to the ad constraint step. Here we can define the offer conditions. By default the all visitor’s option is selected, meaning that any customer will be eligible for the offer. We can add one of the decision rules we created earlier using all of the profile attributes, events, and audiences we’ve ingested into experience platforms realtime customer profile. We can add priority settings which determine which offer will get served if a customer qualifies for more than one offer. The higher the number, the higher the priority.

We can also add frequency capping which will stop the delivery of the offer if it has been delivered a specified number of times. We can limit the number of times the offer will be shown to an individual customer or across all our customers, as well as apply capping to all placements or per placement in the offer.

Finally, we’re ready to review our offer configuration. Select finish and decide if we’re ready to approve it.

Once created, we can select the offer from the list to access its detailed information and monitor all the changes that have been made to this offer.

Once we’ve created our first offer, we can create additional offers for the other types of customers we want to in the overall promotion but with different targeted messages.

You should now be able to create personalized offers in Journey Optimizer. Next you’ll create a fallback offer, build a collection, and create a decision based on that collection. Thanks for watching. -