Create Experience Targeting Activities

Transcript

Experience targeting is a type of activity that allows you to deliver specific content to a specific audience. It’s usually an outcome of AB testing. Pretend this is our home page and we just ran an AB test in the hero banner to find out if it would be better to feature hiking, biking, surfing or skiing. Overall our AB test was flat but when we started breaking down our results by reporting audiences we saw that hiking was a clear winner for visitors in New Jersey and surfing was a clear winner for visitors in Hawaii. This is an opportunity to start Targeting different content to visitors from those two different states also known as Experience Targeting. Let’s set up the activity. Now if you’ve tested your way into Targeting, you’ve already created all of the components you need for the activity. Start by creating an activity of the type Experience Targeting. Let’s open our homepage in the Visual Experience Composer. Although the form composer is also an option. Let’s change the name of the activity right away. I always liked to use a name that indicates where on my site the activity is. By default the VEC will create an All Visitors Experience which we don’t need. Let’s use the change audience option to load the audience list. We’ll choose our New Jersey audience. But note that we could also create a new audience or combine several audiences. Next we’ll use the VEC to build the hiking experience. To create another experience, click Add Experience Targeting. This will open the audience list again so we can choose our Hawaii audience and build our surfing experience. Yes, yours truly wrote this tempting copy. On the next screen, you can set the priority for the experiences. Now this is a very simple activity because both of our audiences are mutually exclusive. I can only be in New Jersey or Hawaii at any one time. If I wake up tomorrow in New Jersey and load the homepage I’d see the hiking message, if I got on a plane flew to Hawaii and reloaded the homepage, I’d switch to the surfing message. Wow now, Who gave the QA team a credit card. Let’s make things a little more complicated by adding another experience. This time I’ll use an audience called Biking Enthusiasts. This audience is built using Targets built-in category affinity profile. Visitors will qualify for the audience by browsing products in the biking section. So now, what if a biking enthusiast is in New Jersey or Hawaii? How can we make sure they see the biking message? Target evaluates these experiences in a top down order. The first audience for which you qualify will determine your experience. So right now a biking enthusiast in Hawaii or New Jersey would see the hiking or surfing messages which is not what we want. To change this, you could just drag and drop the biking enthusiast experience to the top of the list. So it’s very easy to re-prioritize experiences, which is very helpful in activities with many experiences. Or when you need to add and remove experiences from a live activity. Let’s proceed to the goals in setting screen. Just like with AB testing, you can state an objective, schedule or start and end time, use Target or analytics as your reporting source and use reporting audiences. The only requirement is you must define a goal metric. Then, save and close, QA, activate and you’re done. Thanks for listening. I’m Daniel Wright, Technical Marketing Engineer.