Leverage path targeting targeting
Targeting rules allow you to determine specific rules or qualifications that must be met for a customer to be eligible to enter one of the journey paths, based on specific audience segments.
Unlike experimentation, which is a random assignment of a given path, targeting is deterministic in terms of ensuring the right audience or profile enters the specified path.
To set up targeting in a journey, follow the steps below.
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From the Orchestration section, drag and drop the Optimize activity into the journey canvas.
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Add an optional label, which can be useful to identify the activity in reporting and test mode logs.
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Select Targeting rule from the Method drop-down list.
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Click Create targeting rule.
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Click Create rule > Create new and use the rule builder to define your criteria.
For example, define a rule for Gold members of the Loyalty program (
loyalty.status.equals("Gold", false)), and a rule for the other members (loyalty.status.notEqualTo("Gold", false)).
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You can also click Create rule > Select rule to select an existing targeting rule created from the Rules menu. Learn more
In this case, the formula that makes up the rule is simply copied into the journey activity. Any subsequent changes to that rule from the Rules menu will not affect the journey’s copy.
note availability AVAILABILITY Creating targeting rules from the dedicated Journey Optimizer menu is currently available to organizations that have purchased the Decisioning add-on offering, and they are available on demand for the other organizations (Limited Availability). This capacity will be progressively rolled out to all customers. In the meantime, contact your Adobe representative to gain access. -
After you added a rule, you can still modify it. Choose Edit inline to update it on the go using the rule builder, or Select rule to pick up another existing rule.
note note NOTE Editing a rule inline does not affect the existing rule it originates from. -
Select the Enable fallback path option as needed. This action creates a fallback path for the audience that does not meet any of the targeting rules defined above.
note note NOTE If you do not select this option, any audience that does not qualify for a targeting rule does not enter the fallback path and exits the journey. -
Click Create to save your targeting rule settings.
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Back in the journey, drop specific actions to customize each path. For example, create an email with personalized offers for Gold Loyalty members, and an SMS reminder for all other members.
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If you selected the Enable fallback content option when defining the rule settings, define one or more actions for the fallback path that was automatically added.
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Optionally, use the Add an alternative path in case of a timeout or an error to define an alternate action if issues occur. Learn more
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Design appropriate content for each action corresponding to each group defined by your targeting rule settings.
In this example, design an email with special offers for Gold members, and an SMS reminder for the other members.
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Publish your journey.
Once the journey is live, the path that is specified for each segment is processed so that Gold members enter the path with the email offers, while the other members enter the path with the SMS reminder.
Follow the success of your journey with the Journey report. Learn more
Targeting rule use cases uc-targeting
The following examples show how to use the Optimize activity with the Targeting rule method to personalize paths for different sub-audiences.
Gold status loyalty members can receive personalized offers via email, while all other members are directed to SMS reminders.
Customers who opened an email but didn’t click can be sent a push notification, while those who didn’t open at all receive an SMS.
Customers who have recently purchased can go into a short “Thank you + Cross-sell” path, while those with no purchase history enter a longer nurture journey.
