Overview - Business Events

Introduction

MoEngage's Business Events allow marketers to create events that are based on business actions rather than user actions and run campaigns when these events occur. 

Event-Triggered vs. Business Event-Triggered Campaigns

Both event-triggered and business event-triggered campaigns are triggered based on the occurrence of an event. However, the event in the case of an event-triggered campaign is initiated by a user action, while for a business event, the event is executed at the business end.

For instance, a campaign that is triggered based on an event, such as Web Page Viewed, is based on a user action, where the user views a specific web page. A Back in Stock campaign is based on when the brand has refilled its stock of a commodity and wishes to communicate the same to its customers. Thus, the event or action here happens at the brand's end, and Business Events help businesses create such events in MoEngage.

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Note

Business Events are supported on the following channels: Push, SMS, and Email.

How are events occurring at the business end handled currently?

Let's consider the example of an E-commerce platform where thousands of products run out of stock and are restocked on a day-to-day basis. If ten products are back in stock and brands wish to reach out to customers who've asked to be notified about the same, here is what marketers do:

      1. Create a segment for each of the back-in-stock items by mapping the item code or product id of the item that is back in stock with the product id of the item that is in stock
      2. Personalize the content for each back-in-stock product
      3. Publish the campaign

Creating a new campaign every time a product is back in stock leads to a lot of manual effort, which in turn leaves a lot of room for errors and misses. The need of the hour is a means to reduce manual effort and overheads, and this is where Business Events come into play - you can do all of the above with just a single campaign!

How do Business Events work?

If you were to run a back-in-stock campaign with business events, you would have to do the following:

      1. Create a business event called BackInStock with event attributes such as productid and product name. The productid is unique to every product in the merchandise.
      2. Segment users - In a back-in-stock campaign, we will notify users who have viewed the product or clicked on notify me. Let's take the case where the user has viewed the product. In this system, this would translate to the user having executed a ViewedProduct event, and the productid of the product would be available in the event attribute for this event. To create a dynamic segment that sends a notification to users who've viewed any out-of-stock product, we'd have to create a segment that dynamically maps the productid event attribute with the business event's productid attribute.
      3. Create a business event-triggered campaign and associate it with the BackInStock event.
      4. Trigger the BackInStock event whenever an item is restocked.

Such a campaign would be run whenever the item is restocked, and a marketer needn't create multiple campaigns for the same. Instead of running a hundred different campaigns, they could simply configure one and run it automatically once the item is back in stock! 

Benefits

      • Dynamic segmentation
      • Single campaign for many different custom segments
      • Personalization of messages based on the business event
      • Unified Stats for one use case with multiple variations

Use Cases

E-Commerce

      • Sending back in stock campaigns when an item that was previously out of stock is now available.
      • Automating price-drop alerts by creating business event triggers when there is a price drop and creating a campaign based on these triggers.

Over The Top Platforms (OTT)

      • Engaging Customers by updating them about new episode/season releases for their preferred web series.
      • Promoting Content - Create campaigns in various outbound channels to notify users about upcoming releases (movies and web series) for the current week or month.
      • Recommending Similar Content - Sending new OTT series alerts to users who prefer a specific genre. For example, if a new crime procedural were to be released, the alerts for the same can be sent to users who prefer to watch crime procedurals.

Travel and Hospitality Industry

      • Communicating flight delay or cancellation information with travelers of an airline carrier.
      • Sending price drop alerts on flight tickets that were viewed previously. 

User Generated Content

      • Sending updates when new videos or posts are uploaded in preferred channels to users
      • Recommending content that is trending to users who've expressed interest in similar content in the past

Next Steps

      1. Create Business Events 
      2. Create a Business Event-Triggered Campaign
      3. Trigger the Business Event to run the campaigns associated with it

 

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