Overview of SAP marketing cloud functions (II)

This article is the second in this series , Will introduce to you SAP Marketing Cloud The functions of the two modules of marketing activity content design and product recommendation in .

Through the steps introduced in the second article, the person in charge of marketing has determined Target Group after , The next step is to design the content of the activity . This part of the work is in Content Studio Finish in .

We can create different types of marketing campaign content . Personalized settings for customers can be made in the content , Such as adding products in the user's shopping cart 、 User name, etc . At the same time, you can also set the content you create as templates and reusable blocks , Reuse after convenience .

Design of personalized content , By clicking where you want to insert Insert Attribute, Select the desired personalization attributes to implement . This function enables marketing activities to be implemented more intelligently and accurately . For example, different discounts are offered according to user portraits 、 Recommend products from different places of origin, etc .

stay Condition Assignment The interface can configure the dynamic display rules of content elements according to certain conditions . For example, in the content element display layout , If you can get the user's First name, Then the name is displayed , Otherwise, the default value is displayed .

The operation of offering different discounts to people of different ages is similar . Click the plus sign to set the display of different age groups .

When Target Group And activity content are all ready , We can start implementing marketing campaigns ( I use Campaign This word is used to express ) 了 .

elective Campaign There are many templates , We can choose according to our needs , You can also create your own templates for marketing campaigns , Convenient reuse .

The following Email Campaign Take an example to illustrate .

As shown in the figure below , We select... For our marketing campaign Target Group.

Add content to the campaign , If you join A/B test , towards Target Group Send two different messages , Then collect the business data of these groups , To see the marketing effect , Help us adjust our marketing strategy .

Click this trash can icon to delete unwanted content .

Yes A/B Modify the test settings . Before large-scale marketing activities A/B test , Help to find a better implementation plan .

Select the previously prepared... For the mail module Email Fill in .

You can add triggers to messages , For example, choose “ Open mail ” As a trigger ：

If the mail 5 Days. ( You can change the number of days ) Not opened , Send a message to remind the user . To achieve this behavior , Just add the event , Select the corresponding content to fill in .

After setting , We choose Done, And click Start Start the campaign . Click on Save as Template Create as a marketing campaign template . If the set start time has not yet arrived , The activity will be carried out automatically when the time arrives .

stay Campaigns View the effect of marketing activities on the details page .

Since it's a marketing campaign , Of course, product recommendations are indispensable .

First, define some concepts and terms ：

(1)  Recommended scenarios  Recommendation Scenarios

Each recommended scenario can only have one model type .  Maintain the model type assigned to the scenario in the recommended scenario . In addition to providing recommendations to client applications , The recommended scenario can also publish interactive data to  SAP HANA database .

(2)  Model type  Model Type

Represents the type of recommendation provided by the model . There can only be one active model per model type at any time . The activity model provides recommendations to client applications .

(3)  Model  Model

establish Model It is assigned a model type . The model type property of a model cannot be changed after creation .

(4)  Algorithm  Algorithm

The model consists of one or more algorithms . The algorithm uses historical data to retrieve recommendations . stay Manage Recommendation Of Scenario Overview Interface , We can search 、 View and maintain recommended scenarios .

Scene one ： Display product recommendations on Web pages for a defined period of time based on popular products

By searching , We find and choose Top Sellers In Web Home Page scene .

We can add a new Model. Enter the model name and select the model template , Choose... Here “ In the past 60 Day interactive sales order sales ranking ” Templates , Besides , also “ In the past 15 The most viewed items in days ”、“Web  Items viewed together in the product details page ” And other model templates .

Select the algorithm contained in the model , Enter the algorithm details page .

We can modify the algorithm parameters , Remove unwanted prefilters and add prefilters .

Modify the model description ：

And these settings need to be maintained ：

• Maximum number of recommendations ： The default value is 20;

• Algorithm generates refresh rate ： The default value is 1 God .

Save and activate , The model will take effect on the set date .

Scene two ：Web Cross selling in the product details page

Recommendations shown on the product details page , Based on items that are often purchased with items on the details page . for example , People who buy Laptops usually buy mice .

choice “Web  Cross selling in the product details page ” scene , And add a new Model, Enter a name and select “ Based on the past  60  Days of cross selling of interactive purchasing history ” As a model template .

If you only care about the goods purchased in the same sales order , Then you can put Model Delete the unnecessary algorithm preset in .

See algorithm details here ：

Change parameters in the same way as before ：

We can use prefilters to set up Target Group：

Use Add Algorithm or Rule function , Increase has different Target Group The algorithm of , To achieve the purpose of recommending different target groups in the same model .

Save and activate Model In the same way as mentioned above .

Scene three ：  Customize Model Make recommendations

In establishment Model When selecting a model template , A number of options have been mentioned , Such as ：“ In the past 60 Day interactive sales order sales ranking ”、“ In the past 15 The most viewed items in days ”、“Web  Items viewed together in the product details page ”、“ Based on the past  60  Days of cross selling of interactive purchasing history ” etc. . however , We can also select an empty template , Choose an algorithm according to your needs , And set algorithm parameters .

summary

This article follows the previous article in the series  SAP Marketing Cloud Contacts, Profiles  and  Target Groups  After the concept of , Keep talking about SAP Marketing Cloud The content design of marketing activities and the function of product recommendation are introduced .