Table of contents:
- What is a data-driven campaign?
- Why utilize data-driven personalized campaigns?
- How do I design a data-driven campaign in Studio?
What is a data-driven personalized campaign?
An insurance company has many sales representatives, each with a list of customers and prospects. The insurance company wants to run a campaign covering their sales reps’ needs. The campaign should be personalized based on the contact data. Sales reps update the data frequently. Using a data-driven campaign will help them to achieve this goal.
A data-driven campaign will gather up-to-date, personalized information from data contained in the contact data file and content variables (customized content and creatives) to drive the strategy.
Data-driven personalized marketing campaigns match customer data with customized content and creative to create the most relevant campaign for various audiences.
Why data-driven personalized campaigns?
Data-driven campaigns use up-to-date customer information to show personalized content. This campaign will save you time and money since it covers the broadest range of audiences.
How to create a data-driven campaign in Studio?
Before you start working on the workflow of the campaign, you should:
- Know the objectives. What would you like to achieve with this campaign? The goals and objectives should be measurable and relevant to the audience
- Have a clear understanding of audience segments. How many segments do you have on your list? In the insurance company example, prospects, first-time buyers, and long-term customers could be segments.
- Design the different stages of the journey. Create a map for all segments. Who should receive what? It would be best if you created a journey for the entire audience that covers all segments. The content should be relevant to them.
Once you have a clear road map of the campaign and its contents, you can start building it.
- Identify and categorize variables.
Contact variables: Identify the variables that you can use from the data files. These variables can be updated based on the contacts’ engagements during the campaign. In the insurance company example, the sales reps' info, customer information, and audience segments are the variables you can use from the data files. Create a file layout for data files to import new contacts or update the contacts. It is vital to use the same fields since you will use them in all outbounds and inbounds elements. Identify the fields that should be used to segment the audience.
Content Variables: All Content that would vary for segments can be categorized as content variables. In the Insurance company example, the banner images, downloadable content pieces, and copies of emails and landing pages can be categorized in the content variables group if they are different based on the segments.
Create rules in the rule group using the segments. Then add content variables and the values based on the list you created for content variables. In the above example, audience segments should be used as rules since the content and creatives are different for prospects, first-time buyers, and long-term customers. Make sure you add the appropriate content to variables. In the end, you need a default version for the campaign if you have a generic landing page.
- Clean and current data is imperative.
- Since Studio uses contact variables, it is essential to have a clean and accurate list. This step should be repeated even during the campaign when the audience segment changes. In the above example, when prospects purchase a package, the status should be updated to “first-time buyer”, and you should serve them the appropriate content going forward.
- Create a seed records file to test and check the content for each segment.
- Import the data files to Studio. And ensure a defined process to keep them updated.
- Add the channels and landing pages to the program. Ensure you add the rule group to all elements and the variables to the codes.
- Test the campaign separately for each segment. Use the seed-records file to test the campaigns for all segments.
- Go Live!