Today’s enterprise marketers working with segmentation tools are all too familiar with the struggle of relying solely upon the data in their data warehouse to fuel 100% of their audience creation and templating needs. Although a 360-degree view of the customer may exist in the data warehouse, there are always data elements like ‘Loyalty Status,’ 20% off coupon, or the marketing-friendly ‘name’ of the segment each customer is in that live outside the database.
Together, let’s walk through how MessageGears Segment Labels can add newly established data elements to outgoing exports, and how marketers can write that data back into their data warehouse using Audience Recording functionality. For the following example, we will imagine the following data is available in our blueprint:
Today, we’d like to accomplish the following tasks:
- Add a marketer-defined ‘Loyalty Status’ to outgoing exports to another ESP
- Offer a 20% off coupon to users who haven’t made a recent purchase
- Record that 20% off coupon we are sending to each audience member back into our data warehouse for use in reporting and analytics later
Applying a ‘Loyalty Status’ Label
Let’s start off by creating a blueprint that segments our audience based on their interactions with our brand. To get to this point, we’ve asked questions like, “Has this customer made a purchase?” and “What is the loyalty status of this customer?”
In this segmentation, you can see that we’ve assigned ‘Loyalty Status’ to our customers based on their individual data attributes. In the following screenshot, you can see that ‘likelihood to purchase’ is applied to the ‘Loyalty Status’ target.
With our established segment, we can now use our ‘Starting Population’ at the top of the blueprint to create labels. In this example, we’ve created a label for ‘Loyalty Status,’ which allows us to apply additional information to any segment in the blueprint.
After saving, we can preview our blueprint, view our recipient data, and see that the various loyalty statuses now apply to our individual customers. This allows us to use this data in templating to create personalized, cross-channel campaigns.
Since we’ve looked into how we can apply labels, and updating data flowing to third parties in cross-channel campaigns, let’s take labels a step further. Let’s drive this newly defined, marketer-level data back into our data warehouse.
Applying a 20% Off Coupon using Labels
Using the same dataset from above, we are going to apply a 20% off coupon to all new customers who have made a purchase in the last year. In the screenshot below, you can see our newly created segment, which breaks our customers out into targets like ‘made a purchase’ and ‘everything else.’ Within the target, we’ve defined segments such as ‘made a purchase in the past 180 days’ and ‘made a purchase in the past 365 days,’ to which the label will be applied. All customers who don’t fall into those segments do fall into the ‘everything else’ category at this time.
This is where we assign our label for the offer.
After we’ve applied our ‘Offer’ label, let’s review our data to ensure it’s been applied correctly to our customer set.
Using Audience Recording with Labels
Now that we’ve leveraged MessageGears Segment to break down our audience and labels to apply personalized offers, let’s explore how we can drive this new, marketer-level data back to our database. By using MessageGears’ new Audience Recording feature, your newly segmented data allows you to send cross-channel campaigns and track their relevance with your audience over time. Recording these labels is a simple two-step process.
- We start by assigning the database location where we want to record this data, and mapping it to the pre-existing table columns, which you can see below.
- On the same page, we then schedule how often we’d like to record this data which, in this example, means recording the offers that are being sent out each morning at 8 a.m. You can define this process to be hourly, daily, weekly, monthly, or yearly to fit your needs.
Since we’ve created these new data attributes and defined our audience recording parameters, we can now create ‘timelines’ for users that correspond with their data and behaviors overtime. We’ve touched on this before — you can check out our video of how we use audience recording to create this timeline here.
At MessageGears, we’ve created labels for marketers to use in MessageGears Segment to simplify processes and make their life a little simpler. With labels, it’s easy to establish and define data attributes that don’t exist today. Combined with MessageGears Segment’s direct access to your data, labels allow marketers to create and launch campaigns within days instead of weeks, which gets them closer to their customers.
By harnessing labels, they can create new columns that live in their recipient data and see how the labels break down an audience, giving the I.T. team a break and marketers more time to ideate and launch campaigns. This saves days, maybe even weeks of time. At MessageGears, we pride ourselves on making marketers’ life easier, so we’d also like to add that the user experience is pretty quick and easy. To learn more about labels or audience recording, hit us up at @ messagegears.