Campaigns

Detail

Campaigns govern what content is used in the various placements on a retailer's site. Each campaign will only play the content that has been included in the campaign.

Baseline Setup

Set up “always on” personalization campaigns once to allow Engage to manage content delivery, ensuring that the right content is shown to the right users without the need to test every piece of content.

You should define a system of rules (campaigns) based on your business objectives and requirements. You can prioritize campaigns using the Priority field. An example of such a system is as follows:

Priority level	Campaign purpose
1	Fallback
10	Affinity (personalized)
20	Specific segment targeting (personalized)
30	Time-based

Fallback Campaign

The fallback campaign plays when there are no time-based campaigns available and no content can be played from personalized campaigns. It has the lowest priority level. The Engage Experience Optimizer will select the best content to display for the shopper based on various input parameters. This can be defined in the Experience Optimizer configuration page under the Engage Visitor Input tab. You can also specify which success metric the Experience Optimizer uses at the placement level.

Affinity Campaign

This campaign offers a powerful method for dynamically selecting content to display in a personalized manner. The contents included in the campaign will be ranked according to the user affinity score derived from the shopper's history in the User Profile Service, as configured in the selected User Affinity Configuration.

For example, if a User Affinity Configuration scores contents based on shopper affinities towards categories, a shopper with an affinity for Women’s Jeans and Trousers will see content related to that category, while another shopper with an affinity for Kids Sweatshirts will see corresponding content. This approach is entirely dynamic, eliminating the need to set up separate segments and campaigns for every category you wish to target.

You can also combine category, brand, and any product attribute in your User Affinity Configuration to select content based on shopper affinities.

Note: Using the "Sort selected content by User Affinity" option requires Enhanced Tags. For more details, see Enhanced Tags.

Specific Segment Targeting Campaign

If you want to target shoppers based on a specific segment definition, you can create a Segment and then target that Segment in your Campaign. This type of campaign is optional, but it allows you to control which content is displayed to your Segment based on specific needs.

Time-based Campaign

Certain contents may be intended for display for a limited period, such as during a special promotion or marketing event. In such cases, you should assign a higher priority level to temporarily showcase this content to all shoppers.

Selecting Content

In your campaign, it is best practice to utilize the "Select content by Tags" option. This approach ensures that newly added content is automatically included in your existing campaigns, eliminating the need to manually add new content each time.