1. SDL Proprietary and Confidential IMS Campaign Manager Intra-day Updates and Response Attribution SDL Campaign Management Solutions

2. Intra-day Updates using Campaign Event tools Import Events RaisingCampaignEvents using the Web Service API Campaign Response Attribution The linking of a customer behaviour or ‘transaction’ record to a specific outbound contact to indicate a response. Agenda 2

3. SDL Proprietary and Confidential IMS Campaign Manager Intra-day Updates SDL Campaign Management Solutions

4. Why might Intra-day Updates be needed? Drive campaign activity to respond quickly to Customer behaviour Becoming increasingly important in today’s digital interactive world What do we mean by Intra-day Updates? Real time / regular / continuous / drip feed supply of key Customer behavioural data For example... Newsletter opt-in preferences changes Cart abandonment events Specific order types placed Appointments booked New account registrations Intra-day Updates 4

5. We want to run a campaign to acknowledge changes that Customers make to their newsletter opt-in preferences......and be able to use new opt-in preferences in other campaigns Scenario: Customers can subscribe to separate product-based newsletters - assume we’re talking about two SDL CMA products... Campaign Manager Email Manager Customers interact via a web portal to amend their own opt-in preferences Intra-day Updates: Subscription Example 5

6. What features of Campaign Manager do we need to run the process? Recipient-level ‘Subscriptions’ Event-driven Subscription management ‘campaign’ Import Event tool The ‘Opt-in Acknowledgement’ campaign Intra-day Updates: Subscription Example 6

7. Subscription Lists In our example we are using two product specific subscription lists. Which are defined globally outside of any one specific campaign. Subscriptions are added by clicking Campaign Manager icon on the main toolbar and clicking the icon. Intra-day Updates: Subscription Example 7

8. Subscription management Campaign settings... Reminder – purpose is to process the opt-in events only Audience must contain all include all Customers No need to generate campaign history No End Date is required as the campaign will be running continually Intra-day Updates: Subscription Example 8

9. Import Events set-up Supplied Event file Mapping against the Event file... Key Column = column 1 Event ID Column = column 2 Event Date = column 3 Intra-day Updates: Subscription Example 9 custid|eventid|event_dttm 31|Unsubscribed: Campaign Manager|2013-06-10 14:47:38.648 31|Subscribed: Campaign Manager|2013-06-10 14:49:16.652 30|Subscribed: Campaign Manager|2013-06-10 20:47:28.692 29|Subscribed: Campaign Manager|2013-06-10 20:47:38.738 custid|eventid|event_dttm 31|Unsubscribed: Campaign Manager|2013-06-10 14:47:38.648 31|Subscribed: Campaign Manager|2013-06-10 14:49:16.652 30|Subscribed: Campaign Manager|2013-06-10 20:47:28.692 29|Subscribed: Campaign Manager|2013-06-10 20:47:38.738 Subscription_2013-06-10_205527257.evt

10. Subscription management Campaign Next we define our triggers, which are going to be the actions carried out as a result of our new events. Intra-day Updates: Subscription Example 10 Add a new trigger and rename it to one of the new event names.

11. Subscription management Campaign Next we define our triggers, which are going to be the actions carried out as a result of our new events. Intra-day Updates: Subscription Example 11 Associate the corresponding event with our new trigger.

12. Subscription management Campaign Next we define our triggers, which are going to be the actions carried out as a result of our new events. Intra-day Updates: Subscription Example 12 Add an Unsubscribe tool to the trigger and assign it to the correct list. Optionally, if we wanted to output the current status of the recipient in a tactic we could also create a recipient level variable with a plain English value.

13. Subscription management Campaign Next we define our triggers, which are going to be the actions carried out as a result of our new events. Intra-day Updates: Subscription Example 13 Repeat these steps for the other events.

14. Subscription management Campaign Next we define our triggers, which are going to be the actions carried out as a result of our new events. Intra-day Updates: Subscription Example 14 Add a new trigger and rename it to one of the new event names. Associate the corresponding event with our new trigger. Add an Unsubscribe tool to the trigger and assign it to the correct list. Optionally, if we wanted to output the current status of the recipient in a tactic we could also create a recipient level variable with a plain English value. Repeat these steps for the other events.

15. Subscription management Campaign: Complete Design Trigger: Unsubscribe : Campaign Manager Event: Intra-day Updates: Subscription Example 15 Unsubscribe from ‘Campaign Manager’ Subscription management Track: Start Import Subscription Events Empty Sub_Campaign _Manager to ‘No’ Trigger: Subscribe : Campaign Manager Subscribe to ‘Campaign Manager’ Sub_Campaign _Manager to ‘Yes’ Trigger: Unsubscribe : Email Manager Unsubscribe from ‘Email Manager’ Sub_Email_Manager to ‘No’ Trigger: Subscribe : Campaign Manager Subscribe to ‘Email Manager’ Sub_Email_Manager to ‘Yes’ Campaign Manager Email Manager Subscriptions Sub_Campaign _Manager (‘Yes’, ‘No’) Sub_Email_Manager (‘Yes’, ‘No’) Recipient Level Variables Program: None Start Date:Current Date/Time Stop Process: End Date: Campaign Key:[Customer].[CustID] Campaign History: Audience Customer: Records from [Customer].[CustID]

16. No What do we need to do to achieve our goal? Assume the portal is set up to add users preferences changes to a ‘Subscription Log’ Extract the latest log records at set intervals to a designated FTP Site and folder. Create a ‘Subscription monitor’ campaign in IMS to process the incoming events. Create IMS Subscription lists in order to store the recipients status. User created campaigns can then use the campaign Subscription values. Intra-day Updates: Subscription Example 16 Subscription Update Event Subscriptions Queue Subscription Log CDC Extract Import Events Subscribe Unsubscribe Subscription Monitor Campaign User Campaign Is Subscribed? 11:00.evt 11:00.done Unsubscribed FTP

17. Yes Subscribed What do we need to do to achieve our goal? Assume the portal is set up to add users preferences changes to a ‘Subscription Log’ Extract the latest log records at set intervals to a designated FTP Site and folder. Create a ‘Subscription monitor’ campaign in IMS to process the incoming events. Create IMS Subscription lists in order to store the recipients status. User created campaigns can then use the campaign Subscription values. Intra-day Updates: Subscription Example 17 Subscription Update Event Subscriptions Queue Subscription Log CDC Extract Import Events Subscribe Unsubscribe Subscription Monitor Campaign User Campaign Is Subscribed? 11:10.evt FTP 11:10.evt 11:10.done

18. Required event data content... Subscription Event Log (i.e. event data captured at the source) Intra-day Updates: Subscription Example 18 We must include the ‘campaign key’ attribute to link the event to the correct campaign recipient Next we need a unique event identifier column, this will be used to tell our campaign what to do. The data and time the event occurred. This must be provided in ascending order. The data and time the event occurred. This must be provided in ascending order. Our event column is broken down in to two sections. 1) The action we wish to carry out, Subscribe or Unsubscribe. 2) The Campaign Subscription list name Our event column is broken down in to two sections. 1) The action we wish to carry out, Subscribe or Unsubscribe. 2) The Campaign Subscription list name

19. CDC (Changed Data Capture) Extract This step must only send to the FTP folder events that have occurred since the last extract (CDC). The files will be processed by the Import Events tool in alphanumeric order, so a date/time stamp on the files will be required. Subscriptions_2013-06-27_112047.evt The “.evt” files extension is optional, but is the default. Intra-day Updates: Subscription Example 19

20. FTP Folder It is recommend that this folder should only contain files for this specific use, as the Import Event tool will process all files with a given extension in a folder. Once the file is processed it will be flagged with the.done extension. If for any reason IMS is not active or the Subscription Monitor campaign is not running, the files will sit in the queue waiting to be processed when the system/campaign is resumed. Intra-day Updates: Subscription Example 20 FTP Subscriptions_2013-06-27_141000.txt Customer.txt Subscriptions_2013-06-27_140000.done

21. Raising Events via the Web Service API Import Events can now (v2.9+) operate in two ways: CSV File import used for bulk loading of event data - files supplied to an ftp site driven by a polling frequency to check for uploaded files Web Service API ‘RaiseCampaignEvent’ method low volumes of data where speed of response is required triggers ‘listening’ for API-supplied events Import Events is configured in the same way for both methods The mechanism for supplying the event data is different Intra-day Updates 21

22. Raising Events via the Web Service API Pass Event data into an existing Campaign Immediately fire triggers listening for these Events Import Events node configured to match the data being supplied Example RaiseCampaingEvent() API Post matching our existing Subscription management campaign example Sample RaiseCampaingEvent() API Post: Intra-day Updates 22 { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] } { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] } An authentication token can be retrieved from the authentication service

23. ID of the Campaign to apply the Event to Call GetCampaigns to retrieve the ID for any campaign ID of the Campaign to apply the Event to Call GetCampaigns to retrieve the ID for any campaign Raising Events via the Web Service API Pass Event data into an existing Campaign Immediately fire triggers listening for these Events Import Events node configured to match the data being supplied Example RaiseCampaingEvent() API Post matching our existing Subscription management campaign example Sample RaiseCampaingEvent() API Post: Intra-day Updates 23 { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] } { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] }

24. Identifier of Import Events node to apply data to Call GetCampaigns to retrieve the ID for an Event Source in a Campaign Identifier of Import Events node to apply data to Call GetCampaigns to retrieve the ID for an Event Source in a Campaign Raising Events via the Web Service API Pass Event data into an existing Campaign Immediately fire triggers listening for these Events Import Events node configured to match the data being supplied Example RaiseCampaingEvent() API Post matching our existing Subscription management campaign example Sample RaiseCampaingEvent() API Post: Intra-day Updates 24 { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] } { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] }

25. The Event Data mapped in Import Events tool Same format as in the CSV file import example Only one event can be posted at a time The Event Data mapped in Import Events tool Same format as in the CSV file import example Only one event can be posted at a time Raising Events via the Web Service API Pass Event data into an existing Campaign Immediately fire triggers listening for these Events Import Events node configured to match the data being supplied Example RaiseCampaingEvent() API Post matching our existing Subscription management campaign example Sample RaiseCampaingEvent() API Post: Intra-day Updates 25 { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] } { "Token": "94A4DD02-74D6-4382-9FA8-4DAFD2AD4B71", "CampaignId": "485", "EventSourceIdentifier": "7a0de064-8321-447e-b51b-34598afe1d55", "EventData": ["31","Unsubscribed: Campaign Manager","06/10/2013 14:47:38"] }

26. How does this fit with our process? Our Log, Extract and FTP queue are no longer required. Our application can now raise events in IMS directly. Intra-day Updates: Subscription Example 26 Subscription Update Event Subscriptions Queue Subscription Log CDC Extract Import Events Subscribe Unsubscribe Subscription Monitor Campaign User Campaign Is Subscribed? Unsubscribed FTP Web API No

27. How does this fit with our process? Our Log, Extract and FTP queue are no longer required. Our application can now raise events in IMS directly. If the Campaign is not running, the API will return a paused result and the event will not be recorded. Intra-day Updates: Subscription Example 27 Subscription Update Event Subscriptions Queue Subscription Log CDC Extract Import Events Subscribe Unsubscribe Subscription Monitor Campaign User Campaign Is Subscribed? Web API FTP

28. How does this fit with our process? Our Log, Extract and FTP queue are no longer required. Our application can now raise events in IMS directly. If the Campaign is not running, the API will return a paused result and the event will not be recorded. If the Web Service is not running, the event will be missed unless you handle the failure responses accordingly. Intra-day Updates: Subscription Example 28 Subscription Update Event Subscriptions Queue Subscription Log CDC Extract Import Events Subscribe Unsubscribe Subscription Monitor Campaign User Campaign Is Subscribed? Web API FTP

29. Questions? Intra-day Updates 29

30. SDL Proprietary and Confidential IMS Campaign Manager Response Attribution SDL Campaign Management Solutions

31. The tool allows you to configure appropriate rules to monitor the success of a specific campaign and creative. Response Attribution 31 Identify the table containing the Response behaviour Response behaviour record must have a Date or Datetime attribute If Date only is used only first of multiple records on the same date will be attributed Response behaviour record must have a Date or Datetime attribute If Date only is used only first of multiple records on the same date will be attributed Apply a Rule to only identify specific records as a Response behaviour Define the Response ‘window’ Define a post campaign end response checking window Response Attribution defined for a specific Tactic Checks for Recipients included in the Campaign

32. Once the tool is defined and processing is in place, the implementation of our tactics will be recorded in the appropriate campaign history table based on our campaign key. Sample Campaign History table: Response Attribution Each creative in a campaign have will its own unique identifier. Even if the creative has come from the same tactic template, it will still have a different Creative ID in the campaign it is being deployed from. Each time a tactic is deployed in a campaign it will be given Tactic Instance ID. If a recipient receives the same tactic twice in a campaign it will still be given a different id. Each time a tactic is deployed in a campaign it will be given Tactic Instance ID. If a recipient receives the same tactic twice in a campaign it will still be given a different id.

33. Once the tool is defined and processing is in place, the implementation of our tactics will be recorded in the appropriate campaign history table based on our campaign key. Sample Campaign History table: Response Attribution 33 Tactic Layout Import Events This column can also be used as part of your tactic outputs and Import Events tools.

34. Once the tool is defined and processing is in place, the implementation of our tactics will be recorded in the appropriate campaign history table based on our campaign key. Sample Campaign History table: Response Attribution 34 A compound primary key of TacticInstanceID and the Campaign Key (CustID) is also created to enable unique linking to other tables.

35. Once the tool is defined and processing is in place, the implementation of our tactics will be recorded in the appropriate campaign history table based on our campaign key. Sample Campaign History table: Response Attribution 35 Once processing has occurred, an extra column will be added to your response table. A link we also be create between the tables. Once processing has occurred, an extra column will be added to your response table. A link we also be create between the tables. If the table is to be updated by a full refresh, this will drop all columns. Therefore the process should include the storage of the record key and attributed history ids to enable reassignment post table refresh.

36. With processing now completed we are able to display are attributed results in our reports. Response Attribution 36

37. Questions? Response Attribution 37

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