Business Event Triggered Campaigns

Overview

Business event-triggered campaigns are triggered based on business events created in the system. To create a business event-triggered campaign and communicate with the customer, do the following:

1. 1. Create a Business Event - a one-time affair where your brand can create all the necessary events in MoEngage using the API.
  2. Create Business Event Triggered Campaign - use the event created during campaign creation to tie the campaign to the business event
  3. Trigger the Business Event

Consider the following scenarios:

1. 1. A new series is being released on an OTT platform, and the same needs to be communicated to users who watch similar content. This can be facilitated using Business Event Triggers.
  2. Whenever a product is back in stock, the information needs to be communicated to users who've viewed the product previously.
  3. When a flight or train is delayed, the information needs to be communicated to users who have purchased a ticket.

Create the Business Event

You can create a business event named NewSeriesAlert using the Create Business Event API. A sample payload for the same is shown below.


--data '{
    "event_name": "NewSeriesAlert",
    "event_attributes": [
        {
	  "attribute_name": "season",
	  "attribute_data_type": "string"
	 },
	 {
	   "attribute_name": "episodes",
	   "attribute_data_type": "int"
	 },
	 {
	   "attribute_name": "cast",
	   "attribute_data_type": "array"
	 },
	 { 
	   "attribute_name": "genre",
	   "attribute_data_type": "string"
	  }
    ],
    "created_by": "john.doe@example.com"
}'

Now that the Business Event is available, we can proceed with campaign creation.

Create a Business Event-Triggered Campaign

Let's take the case of products that are back in stock and communicate the information to users using Push Notifications.

To create a Business-Event triggered Push campaign:

Navigate to the Push Campaign Creation page from Engage -> Campaigns -> +Create Campaign -> Outbound -> Push
Choose the delivery type as Business Event-Triggered
Add the team (if teams are configured for the account), campaign name, and tags to the campaign creation page.
Click on the event (BackInStock) created in the Select Business Event dropdown.
In the Segmentation section, match the user or event attribute(s) with that of the business event's attribute(s) dynamically, as shown below. This is where you can leverage the power of dynamic segmentation and use a single campaign for numerous business events. For example, consider a back-in-stock business event. If a user has viewed a product that was out of stock, you can map one or more of its attributes( product id, product name, item code, product URL, product image, brand, category) with that of the business event's attribute. Thus, all you would need is a single campaign where you can map the business event's attribute with that of the user or event attribute. Whenever a business event is triggered for any product that is back in stock, this campaign would be run.
- User Property - User properties or user attributes are matched with event attributes using this option. If there is a user property or attribute that stores the product id, you can match that with that of the business event attribute that contains the product id of the back-in-stock product for which the event is being triggered.
  
  Note: For Array attributes, the following operators are supported in segmentation for Business Events: exists, does not exist, (any of) in the following, (all of) in the following, not in the following.
- User Behavior - You can choose target audiences who've viewed products that were out of stock in the past twenty-five days and match the attributes of products viewed by them with those of the products that are now back in stock. In the example shown below, we've matched the product names, brands, and item codes of the products viewed by users to those of the products that are now back in stock using Business Event Attributes.
- User Affinity segments can be used to recommend products to users who have displayed an affinity for a certain product in the past. In the example shown below, the back-in-stock products are shown to those users who have viewed the product in the past three days.
Add the platforms and control group for the campaign (optional) and move to the next step of campaign creation.
Create the content for the Push campaign and add the delivery schedule in the next step. You can personalize the message, title, and summary with the business event's attributes. For more information, refer to Personalization with Business Event Attributes.
In step 3 of campaign creation:
1. 1. Select the Start date and End date of the campaign along with the timezone in which it has to be sent.
  2. Add conversion goals as desired.
  3. Add delivery controls to ignore frequency capping and override the default throttling limits for the campaign.
Publish the campaign. This campaign will be sent to customers once the business event is triggered.

Let's take the case of a flight delay and communicate the information to users using SMS Messages.

To create a Business Event-Triggered SMS campaign:

Navigate to the SMS campaign creation page from Engage -> Campaigns -> +Create Campaign -> Outbound -> SMS
Choose the delivery type as Business Event-Triggered
In the campaign creation page, add the campaign name, tags, user attribute that stores the mobile address.
Click on the event (FlightDelayEvent) created in the Select Business Event dropdown.
In the Segmentation section, dynamically match the user's flight information with that of the delayed flight. This is where you can leverage the power of dynamic segmentation and use a single campaign for numerous business events.
User properties/user behavior and user affinity information can be matched with event attributes in segmentation. If the user has purchased tickets for a flight and the flight number and travel information are stored as user properties, we can match the information to that of the delayed flight, as shown below.
Add the control group for the campaign (optional) and move to the next step of campaign creation.
Create the content for the SMS campaign and add the delivery schedule in the next steps. You can personalize the message with the business event's attributes. For more information, refer to Personalization with Business Event Attributes.
In step 3 of campaign creation:
1. 1. Select the Start date and End date of the campaign along with the timezone in which it has to be sent.
  2. Add conversion goals as desired.
  3. Add delivery controls to ignore frequency capping and override the default throttling limits for the campaign.
Publish the campaign. This campaign will be sent to customers once the business event is triggered.

To create a business event-triggered email campaign:

Navigate to the Email Creation page from Engage -> Campaigns -> +Create Campaign -> Outbound -> Email
Choose the delivery type as Business Event-Triggered.
In the campaign creation page, add the campaign name, tags, subscription categories (if enabled), and campaign content type (promotional in this case).
Click on the event (NewSeriesAlert) created in the Select Business Event dropdown.
In the Segmentation section, dynamically match the genre of the user's interest and the business event attribute, as shown below. This is where you can leverage the power of dynamic segmentation and use a single campaign for numerous business events.
User Property - User properties or user attributes are matched with event attributes using this option. If the user's preferred genre or the genre of the content watched by the user is stored in the user property named genre, this can be matched to the business event's genre, as shown below.

User Behavior - If the genre is an event attribute of an event called Viewed Content where the event (Viewed Content) is triggered when a user watches content on the OTT platform and genre is an event attribute that contains the list of all genres viewed by the user in that session, we can map these attributes as shown below.

You can choose target audiences who've viewed similar content or send it to users who've evinced interest in movies/series by some of the actors in the new series, and so on.

In the example shown below, we've matched the genre of preference of the users and the new series' genre.

User affinity segments can be used to recommend similar content to users who have displayed an affinity for a certain genre in the past. You can target users who predominantly view a particular genre and match it with the genre of the business event.

In the example shown below, the new series alert business event is shown to those users who have viewed content in a similar genre (to that of the new series) for the past 25 days.

Note: For Array attributes, the following operators are supported in segmentation for Business Events: exists, does not exist, (any of) in the following, (all of) in the following, not in the following.
Add the control group for the campaign (optional) and move to the next step of campaign creation.
Create the content for the Email campaign and add the delivery schedule in the next step. You can personalize the subject, preview text, and email content with the business event's attributes. For more information, refer to Personalization with Business Event Attributes.
In step 3 of campaign creation:
1. 1. Select the Start date and End date of the campaign along with the timezone in which it has to be sent.
  2. Add conversion goals as desired.
  3. Add delivery controls to ignore frequency capping and override the default throttling limits for the campaign.
Publish the campaign. This campaign will be sent to customers once the business event is triggered.

info

Note

Since the segmentation is dynamic, you cannot view the number of reachable users during the time of campaign creation. It is calculated at run time based on the business event being triggered. For example, if we are targetting users who prefer comedy and wish to inform them about an upcoming comedy series, only those users who've watched comedy or who prefer comedy would be sent the email based on their qualifying in the dynamic segment defined for the campaign.
The datatypes of the event attributes or user property used in segmentation should match with that of the business event's attribute for segmentation to work. In case there is a mismatch of attributes, segmentation will not be run, and the campaigns won't be sent to users.
You can also send business event-triggered campaigns for all the users in the system using the All Users segmentation option.
You can look up information for up to sixty days in the segmentation filters for Business Events.

Trigger the Business Event

To trigger the Business Event, use the Trigger Business Event API.


  --data '{
  "event_name": "NewSeriesAlert",
  "event_attributes": {
  "season": "Season 1",
  "episodes": 12,
  "cast": ["John Doe", "Jane Doe"],

  "genre": "Comedy"
  },
  "triggered_by": "john.doe@example.com"

  }

You don't have to send all the attributes when triggering the Business Event. Once the trigger is active, the campaign will be received by the user, and you can see the analytics for the same in the Campaign Analytics and Info page of the respective campaign. Business Event campaigns are sent in a manner similar to that of any event-triggered campaign in MoEngage.