Campaigns Overview

The Campaigns Module is the hub for creating marketing content and experiences within the SessionM Platform. Through the module, you can build and execute marketing campaigns by targeting a set of customers with relevant marketing content across a variety of channels. The module also allows you to enhance a campaign by applying a behavior-driven reward.

Campaigns Dashboard

The dashboard of the Campaigns Module is the main landing area where you can view the status of each campaign, while providing the ability to create a new campaign. The dashboard offers two views: Campaign Manage view for a list of all campaigns; and Campaign Calendar view for a visual timeline showing important dates in a campaign’s lifecycle.

Campaign Manage View

The Campaign Manage view functions as the main landing page within the Campaigns Module. In this view, you can see a list of all campaigns that are active or in draft mode along with various criteria to track the progress of each campaign.

The Campaigns Manage tab. 1) Bulk controls. 2) Filter dropdown. 3) Date picker. 4) Timeframe filters. 5) Page view controls.

The Campaign Manage view includes a number of features to help you and your team streamline the flow for creating, managing, approving and launching campaigns, including:

Bulk Controls – Enable checkboxes that provide the ability to quickly change the status of multiple campaigns when the applicable campaign’s checkbox is selected and an action is chosen from the bulk controls menu.

Note

The options within the bulk controls menu may change based on the platform user permission level and current state of the campaign selected (Active, Draft, etc.).

Filtering – Utilize various filter controls to refine the list of campaigns shown in the Campaign Manage view. Controls include:

  • “Filters” Dropdown – Filter by campaign status by selecting Filters button.
  • Calendar Date Picker – Filter by specific date range by selecting the start and end dates in the calendar date picker.
  • Timeframe Filters – Filter by week, month, quarter and year by selecting the corresponding button filter.
  • Timeframe Toggles – Shift forward or backwards by a single week, month, quarter or year using the left and right arrow toggle buttons.

Campaign Status – View the status of a campaign, which is indicated with a label that appears in the Campaign Manage view along with any campaign detail pages. Campaign statuses include:

  • Draft – Campaign has been created and the owner and contributors are working on it.
  • In Review – Campaign owner has submitted the campaign for review.
  • Pending – Campaign has been approved but has not yet been launched.
  • Rejected – Campaign approver has rejected the campaign. Once rejected, a campaign is returned to “Draft” status for edits and can be re-submitted for review.
  • Active – Campaign has been launched and is running. If the campaign start date has not yet arrived, the campaign is still marked as “Active,” and is automatically launched on the start date.
  • Paused – Campaign has been paused.
  • Completed – Campaign has concluded.
  • Deleted – Campaign has been deleted. Note that campaign deletion is permanent.

Sorting – Sort the list of campaigns shown in the Campaign Manage view by clicking on any one of the column titles.

Page View – Navigate to the previous, next, first, and last pages to view additional campaigns by using the page view arrows or choosing a specific page by clicking directly on the page indicator.

Tip

Each campaign page within the Campaign Manage view displays up to 10 results.

The Campaigns Manage tab. 1) Favorite pin. 2) Engagement graph. 3) Quick Actions

Favorite Pin – Keep track of your most important campaigns by selecting them via the pin icon that appears when hovering to the left of the Status indicator. Selected campaigns will be pinned to the top of the Campaign Manage View list. Deselect a favorite by selecting the pin icon again.

Engagement View – Examine top-line performance for a campaign by viewing the horizontal stacked bar chart on the right-hand side of each campaign row. Click on the chart to view a breakdown of the total audience size and the relevant lifetime engagement metrics for the campaign.

Quick Actions – Make changes to a campaign without exiting the Campaign Manage view, such as making a “Draft” campaign “Live” or pausing a “Live” campaign.

Note

The options within quick actions may change based on the platform user permission level and the current state of the campaign selected (Active, Draft, etc.).

Campaign Calendar View

The Campaign Calendar view plots campaigns onto a timeline to help you and your team view and plan campaign timing and duration, while identifying active and upcoming campaigns.

The Calendar view shows all campaigns for the selected date range.

The Campaign Calendar view features a number of tools for simple navigation, including:

Color Coding – Campaigns plotted on the calendar are color coded based on their corresponding campaign status.

Sorting/Filtering/Bulk Controls – Campaigns in Calendar view can be sorted, filtered, and have bulk controls applied in the same fashion as the controls that are in Campaign Manage view.

Note

Filters applied in the Campaign Manage view are applied to campaigns in the Campaign Calendar view, and visa-versa.

Campaign Rights

Users of the Campaigns Module are each assigned a level of permissions. This approach allows campaign managers and contributors to draft campaigns and subsequently send them to another team member for approval. This optional flow can be enabled to create an additional level of oversight that ensures campaigns launch perfectly every time.

Roles

Multiple roles and permissions can be assigned within the platform, which can affect responsibilities within the Campaigns Module. Campaign roles include:

Owner – Platform user that created the campaign.

Approver – Platform users that have been granted “Approve & Launch” permissions and can review and approve a campaign before launch.

Contributor – Platform user who edits campaign information or assets.

Approval Process

The diagram below details a sample flow that an organization could use to establish an approval process within the platform:

Typical flow for a campaign from inception to approval.

Creating a Campaign

The first step in any campaign workflow is creating the campaign. Select a campaign type that aligns with your goals for the campaign. These campaign types can be used to create awareness by messaging your customers, run a promotion (that may optionally include a messaging component), or incentivize group participation in a behavior.

Choose Campaign Type

To create a new campaign, click the Create Campaign button on the campaigns dashboard and select from the available campaign types.

You create a campaign based on your marketing objective.

Campaign types can be configured to match your marketing objectives, governing the message delivery methods, the behaviors you expect a customer to perform and the relevant performance metrics necessary to evaluate the success of your campaign. Campaign types include:

Messaging – Select this campaign type after clicking the Create Campaign button to send a message and drive awareness with your customer base. Message delivery options include:

  • One-Time – Deliver a message as soon as it has been created.
  • Scheduled – Choose a date/time to deliver the message. Includes the ability to repeat message delivery at a cadence of your choice.
  • Triggered – Establish a behavior that your customers must perform to receive the message.

Promotion – Select this campaign type after clicking the Create Campaign button to set up a scheduled or triggered promotion campaign that promotes and incentivizes a certain selection of behaviors, including:

  • Customer Engagement – Any predefined, customer-triggered event that indicates a customer has performed a particular behavior. May optionally include additional event attributes.
  • Purchase Activity – A customer-triggered event that includes a transaction value and, optionally, an item code or SKU.
  • Customer Location-Based Activity – A customer-triggered or passive event that indicates a customer entering, leaving, staying at, or checking into a particular venue or set of venues.

Participation Challenge – Select this campaign type after clicking the Create Campaign button to reward your customers with various outcomes based on a cumulative number of behaviors performed across the customer group.

Name Campaign

Once the campaign type has been chosen, enter the name of your campaign into the “Name your Campaign” field.

You must name your campaign upon creation, but you can edit this name at any time.

This name identifies your campaign in the campaigns dashboard, and it may be changed at a later time.

Establish Campaign Runtime

Once the campaign type and campaign name are chosen, you are presented with the campaign setup screen, where multiple elements of the campaign can be established and managed. The first element is Campaign Runtime.

Each campaign needs a specified “runtime,” which is the start and end dates of the campaign.

To select a runtime from the Campaign Runtime dropdown, either enter desired dates/times into Start and End modal windows, or select the start and end dates from the calendar date picker.

Define Customer Behavior(s)

When configuring a “Promotion” campaign, you can define behaviors and outcomes to drive the types of engagements you want customers to perform.

Behaviors and outcomes are powered by the SessionM Rules Engine, which works behind the scenes to evaluate a wealth of customer engagement, location, and purchase related events.

Note

Events can be recorded from a variety of sources (POS, website, native mobile app data, etc.), and sent via a variety of methods, such as the SessionM Events API, Mobile App SDKs, integrated client CRM/Point-of-Sale systems, or flat files.

Once ingested, events are processed in real time. As long as the event includes a way to identify the customer that is known to the SessionM Platform, along with an indication of what activity the customer has performed, the event can be used to define a behavior.

Behaviors are the events and corresponding rules you want customers to perform during the campaign. They are defined using events and their associated metadata. Behaviors can be simple (buy a coffee, watch a video, visit a store) or more complex (buy a coffee and a scone, muffin or bagel during morning hours at a store in Boston).

For each campaign, you can model sophisticated combinations of customer behaviors to be evaluated by the SessionM Rules Engine in real-time and then award various outcomes to customers when they complete those behaviors.

Campaign behavior setup. 1) Choose an event. 2) Specify the number of instances. 3) Choose optional conditions. 4) Add rule requirements. 5) Add another rule to this group. 6) Add another group of rules. 7) Create another behavior.

Once you’ve created a campaign, you may set up a behavior in the behavior/outcome setup screen by clicking “Edit Customer Behavior” from the campaign setup screen. Defining a customer behavior allows you to define the following criteria:

Event List – Define what the customer must do by selecting an event from the events list. Available events are those defined during integration, which may include purchases, geolocations and engagements implemented in your mobile and desktop apps. You may also define a behavior from a custom-named event, which is any event that has been integrated into your app but is not yet aliased to be a selection in the dropdown.

Number of Instances – Once you determine how many times the customer must trigger the relevant event, you have created a behavior rule.

Optional Conditions – Some events may include optional conditions which can refine the rule further. Based on the rule, conditions may include a variety of characteristics such as “Minimum Time Between Events” and/or “Venue.”

Rule Requirements – Rule requirements are a set of parameters that govern the rules that you have defined for your behavior. They are stated in a sentence-based format at the bottom of each behavior. When clicking on the requirements, you can specify:

  • Timeframe – The time window in which the customer much complete the behavior.
  • Caps – The number of times the customer is allowed to complete the behavior.

Add Rule – If the customer must perform additional behaviors as part of this campaign, you can define then by choosing the Add Rule button. Once multiple rules have been established, you have created a group.

Note

When additional rules are added within a group, a dropdown box appears giving you the choice of having the customer complete “All” of the rules or “Any” selection of rules.

Add Group – If you would like to add sets of additional rules that the customer must complete, click the Add Group button. This is typically useful when a customer must perform one behavior from an initial group of rules and another behavior from an additional group of rules.

Add Behavior – To add an additional behavior, which includes a separate set of outcomes, click the Add Behavior button.

Tip

To remove any rule, group, or behavior, simply click the trash can image.

Define Outcome(s)

Outcomes are used to incentivize a customer behavior or set of behaviors, but they can also be used for tagging the customer’s profile. Once you have chosen your campaign type and opened the campaign setup screen, you may define outcomes within the customer behavior section.

Each behavior can have its own set of outcomes that are awarded to the customer.

Add Outcome – Select the Add Outcome button on the right side of the Customer Behavior(s) screen to launch the Add Outcome screen. Outcome options include:

  • Offers – Choose from a number of offers that have been created within the platform, such as digital/physical goods, loyalty points, discounts or coupons.
  • Tags – Attach a text string to the customer’s profile when the customer completes the defined behavior(s). New tags defined in the modal window can be either created as a new tag or chosen from the pre-populated dropdown list.

Select Campaign Target

Targeting determines which customers are eligible to engage in a campaign and receive the executions and messages within it.

A target can be created using either a predefined audience or a variety of available customer attributes. As in the Audience Module, you can define targeting based off of a list of standard attributes including age, gender, location and device. You can also define targeting using customer profile tags, as well as appended data which is ingested from external CRM systems and “appended” to customer profiles.

Campaign targeting. 1) Select a predefined audience. 2) Select targeting attributes. 3) Include or exclude the attribute. 4) Choose a targeting template to apply its rules. 5) Save the current targeting settings as a template to use again.

Predefined Audience – To use an existing predefined audience, select the relevant audience from the dropdown in the Audience field on the targeting screen. Predefined audiences can be pulled from those created in the Audience Module or ingested from existing internal campaigns or from 3rd party CRM/campaign systems.

Tip

Additional attributes can be added to a predefined audience when creating a campaign target.

Attribute Targeting – To select a campaign target using attributes, or to add attributes to a predefined audience, choose an option from the More Attributes dropdown on the targeting screen. Once added, you can refine the parameters for the targeting attributes using the sliders, dropdowns and other input fields that appear.

By default, each attribute you add is included in your targeting set. If you want to exclude a specific group of people, then select the targeting attributes that you want to exclude and click on the include/exclude toggle to mark them as excluded.

Targeting Templates – Targeting templates allow you to apply a set of attributes from an existing template or save a set of attributes as a new template when selecting a campaign target. More specifically:

  • Apply a Targeting Template – Select “Apply a Targeting Template” and choose the appropriate targeting template from the dropdown box. Then, click the Apply button. The attributes associated with that targeting template are automatically added to your targeting selections.
  • Save a New Targeting Template – Once audience attributes have been selected, select the “Save as Targeting Template” link and name your template. Then, click the Save button. The targeting template can now be used in future campaign targeting.

Choose Campaign Execution(s)

An execution is an additional piece of content that a customer can be driven to view after receiving a message within a campaign. Execution options consist of two types:

  • Graphic Display – A static, interstitial display unit rendered within a mobile app. This can include a destination URL or deep link for the customer to click through.
  • Video – An embedded piece of video content. The first and last frames of the video are configurable, allowing you to define what static images display before and after the customer plays the video content. An embedded video has the option of including a destination URL or deeplink.

Once you’ve created a campaign, add an execution to it by choosing “Add Execution” and selecting the type from the executions section of the campaign setup screen. This adds the execution to the executions list.

Define Execution Criteria

Once an execution has been created in the executions list, you are able to select each execution and view the execution configuration screen, from which you can define certain parameters or options to associate with the execution.

The Setup tab for a graphic display execution.

Execution Setup – Execution criteria within the Execution Setup tab includes:

  • Display Name – The display name of the execution, to be referenced in the campaigns list view and the reporting screen.
  • Tags – An optional field used to place a tag on the profile of any customer who saw or interacted with the execution.

Once the Execution Setup tab has been configured, you can upload and define all execution creative within the Execution Creative tab.

The Creative tab for a graphic display execution.

Execution Creative – On the Creative tab, you can upload and define all of the creative assets for your execution. The Creative tab includes form inputs for including assets, copy, URLs for externally hosted terms and conditions, and the execution destination. Destinations can be a web URL or a deep link.

When the execution creative has been configured, you can define targeting at the execution level by navigating to the Execution Targeting tab.

The Targeting tab for a graphic display execution.

Execution Targeting – Targeting at the execution level works exactly the same way as selecting a campaign target. Execution targeting can be used to refine targeting for the specific execution to a smaller target than the campaign target as a whole.

At a high level, targeting for the whole campaign determines who is eligible to complete various behaviors and receive outcomes, while targeting refinements for a given execution determines who receives each communication.

Within the Execution Targeting tab, the targeting attributes inherited from the campaign level will be shown in grey. Additional targeting attributes can be added using the More Attributes dropdown, while predefined sets of attributes can be added using the Targeting Templates dropdown.

Defining the execution criteria also enables the ability to add notes to the message. This can be done in the Execution Notes tab.

The Notes tab for a graphic display execution.

Execution Notes – The Execution Notes tab is a simple way to track any additional, free-form information about the execution that you would like to remember. When you enter a note, the contents are saved and logged to the All Notes section further down the page. Notes are organized by timestamp, and the content within the notes is searchable.

Choose Message Type

Messages give you the ability to reach customers with personalized communications in their preferred channel. The platform offers a number of message options as part of a campaign, including:

  • Push Notification – A message sent directly to a customer’s mobile device at any time regardless of whether or not the customer is actively using the device or a specific app. The platform supports the delivery of both scheduled and triggered push notification messages.
  • Inbox Message – A message sent to a mobile app inbox, delivered the next time a customer logs into the app (after the specified time/date). Inbox messages consist of a header and a message body.
  • Activity Feed – A feed tile rendering inside a mobile app news feed (or similar page). A tile can be set to appear for a predefined period of time and is the only message type that has a duration in addition to a delivery date/time.
  • Email Message (External Integration) – An HTML/CSS email message. Email messages can be enabled via integration with your existing content delivery system, or by integrating directly with your Email Service Provider. Email Messages may be either predefined or templated and filled in by the SessionM Platform user, depending on the integration.
  • External Message (other) – An external integration, whereby the SessionM Platform instructs another system (SMS provider, etc) to send a message to a specific customer. External messages may be either predefined or templated and filled in by the SessionM Platform user, depending on the integration type.

Define Message Criteria

To add a message to your campaign, choose “Add Message” in the messages section of the campaign setup screen and select a preferred message type. This adds the message to the messages list.

Once a message has been created in the messages list, you can view each message in the message configuration screen, from which parameters or options can be associated with the message. When arriving within the message configuration screen, a number of tabs are available – the first being the Message Setup tab.

The Setup tab for a push notification message.

Message Setup – Message setup criteria within the Message Setup tab includes:

  • Name – The display name of the message, which is referenced in the campaigns setup screen along with various reporting.
  • Delivery Method – The manner by which a message can be delivered, either scheduled (with a delivery date/time and an option to repeat) or triggered (based on a customer behavior).
  • Property – The mobile apps or desktop properties to deliver the message in.

Once the Message Setup tab has been configured, you can upload and define all of the creative assets for your message using the Message Creative tab.

The Creative tab for a push notification message.

Message Creative – Once the Message Creative tab has been selected, you can upload and define all of the creative assets for your message. The Message Creative tab offers inputs for including assets, copy, URLs for externally hosted terms and conditions and destinations to which the customer reading the message is transported. Destinations can be a web URL, a deep link or a link to a campaign execution.

Note

Fields within the Message Creative tab vary based on the message type.

When the message creative has been established, you can configure targeting at the message level by navigating to the Message Targeting tab.

The Targeting tab for a push notification message.

Message Targeting – Targeting at the messaging level works exactly the same way as selecting a campaign target. Message targeting can be used to ensure the message reaches a more refined target than the campaign’s target as a whole.

At a high level, targeting for the whole campaign determines who is eligible to complete various behaviors and receive outcomes, while targeting refinements for a given message determines who receives each communication.

Within the Messaging Targeting tab, the targeting attributes inherited from the campaign level are shown in grey. Additional targeting attributes can be added using the More Attributes dropdown, while predefined sets of attributes can be added using the “Targeting Templates” dropdown.

Defining the message criteria also enables the ability to add notes to the message using the Message Notes tab.

The Notes tab for a push notification message.

Message Notes – The Message Notes tab is simple a way to track any additional, free-form information about the execution that you would like to remember. When you enter a note, the contents are saved and logged to the All Notes section further down the page. Notes are organized by timestamp, and the content within the notes is searchable.

Campaign Reporting

Once a campaign is launched, the Performance tab becomes available when choosing the campaign from either the Campaign Manage or the Campaign Calendar view on the campaign dashboard. In this tab, you can monitor the performance for all of the active, completed and paused executions, messages and behaviors.

View Execution Reporting

The Execution Reporting tab provides daily reporting metrics for all of the executions in your campaign.

The Campaign Performance tab for executions. 1) Select the execution type. 2) Select the metric. 3) Select the action. 4) Choose your date range. 5) The reporting key appears below the graph. 6) Click to expand and view the raw data.

The Execution Reporting tab contains a number of elements that present a variety of performance measures for your executions, including:

Execution Selection – A multi-select list that toggles visibility for any/all executions you would like to see performance measures for.

Metric Selection – A selection between impression and engagement performance data shown in the graph.

Action Selection – A selection between metrics totals or the unique number of customers who triggered the reported metric.

Date Window – The date range you would like to view in the graph.

Reporting Key – The color-coded guide to the execution data being shown in the graph.

Raw Data – A tabular view of all basic metrics (volume totals) in the selected date range for the graph.

View Message Reporting

The Message Reporting tab provides daily reporting metrics for all of the messages in your campaign.

The Campaign Performance tab for messages. 1) Select the message type. 2) Select the metric. 3) Select the action. 4) Choose your date range. 5) The reporting key appears below the graph. 6) Click to expand and view the raw data.

The Message Reporting tab contains a number of elements for viewing various performance aspects of your messages, including:

Message Selection – A multi-select list that toggles visibility for any/all messages you would like to see performance data for.

Metric Selection – A selection between impression and engagement performance data shown in the graph.

Action Selection – A selection between metrics totals or the unique number of customers who triggered the reported metric.

Date Window – The date range you would like to view in the graph.

Reporting Key – The color-coded guide to the message data being shown in the graph.

Raw Data – A tabular view of all basic metrics (volume totals) in the selected date range for the graph.

View Behavior Reporting

The Behavior Reporting tab provides daily reporting metrics for all of the behaviors that take place as part of your campaign.

The Campaign Performance tab for behaviors. 1) Select the metric. 2) Select the action. 3) Choose your date range. 4) The reporting key appears below the graph.

The Behavior Reporting tab contains a number of elements to view the count of behaviors taking place during the course of a campaign, including:

Metric Selection – A multi-select that toggles visibility for behavior engagement and completion within the campaign.

Action Selection – A selection between metrics totals or the unique number of customers who triggered the reported metric.

Date Window – The date range you would like to view in the graph.

Reporting Key – The color-coded guide to the behavior data being shown in the graph.