Version 3.1 by melanie@one-count_com on 2016/12/06 15:47
Hide last authors
melanie@one-count_com 3.1 1
2
3 {{id name="Start ScreenSteps Content"/}}
4 The Targeting Engine (v. 11.6 and later) / Persona Manager (pre v. 11.6) is a powerful tool that allows to to quickly and easily define audience segments and target them with specific actions, e.g. target specific ads, display a pop-up, send an email, redirect to another page or site.
5
6 Version 11.6 and later have added functionality that allows you to target segments by IP Address and User Agent. This functionality can be used to define a set of IP addresses that may be, for example, non-human traffic that you don't want to display paid banner ads to. By defining the target IP addresses and setting the action to serve only house ads, those IP addresses won't be counted as impressions/views/clicks for paid banner advertising. Or you could redirect to a page or a pop-up with a message that the IP address is suspected of being non-human traffic and a number to call if not the case. That IP could then be removed from the target segment.
7
8 The following lesson will provide details on how to use the Targeting Engine / Persona Manager.
9
10 === Please Note: ===
11
12 Segments and targeting actions can be applied to both Known and Unknown users.
13
14 If the defined criteria for a target segment doesn't require a user be known, e.g. viewing a particular webpage or section 3 times, as soon as a user meets that criteria by viewing the defined webpage or section 3 times, he/she is included in that segment (whether a known user or not) and the targeting action will occur.
15
16 Also note that both users who fit the criteria for the defined segment as of the effective start date of an action and users who meet the criteria at any time during the effective date range will be targeted.
17
18 === OPENING THE TARGETING AUTOMATION & PERSONALIZATION (TAP) WINDOW ===
19
20 === Select UTILITIES from the main menu. ===
21
22 [[image:attach:media_1436816640442.png||align="center"]]
23
24 === Select TARGETING ENGINE from the sub-menu. ===
25
26 [[image:attach:media_1436816664853.png||align="center"]]
27
28 This will open the Targeting Automation & Personalization (TAP) window displaying a list of existing personas, if any, as shown below.
29
30 [[image:attach:media_1436816784643.png||align="center"]]
31
32 Expanding the details of a persona will show you the target segment and actions for that persona. (See screenshot below.)
33
34 [[image:attach:media_1437059609834.png||align="center"]]
35
36 Clicking on the "i" (information) icon will display a pop-up with details of the action to perform, as shown below.
37
38 [[image:attach:media_1437064543783.png||align="center"]]
39
40 === CREATE A NEW PERSONA ===
41
42 === Click "Create Persona" button ===
43
44 [[image:attach:media_1437064785909.png||align="center"]]
45
46 This will open the Profile window, which is Step 1 in creating the persona.
47
48 You move forward through the creation process by clicking "Next" at each step, and you can move back to the previous step by clicking "Back".
49
50 **Note that if you click the "Back" button, the step you were working on won't be saved. All steps are saved only at Step 4: Review and Save.**
51
52 === Step 1 – Profile ===
53
54 [[image:attach:media_1437065487760.png||align="center"]]
55
56 Complete the Name, Description, and Effective Date Range fields for the persona, then click the "Next" button.
57
58 === Step 2 – Segment ===
59
60 A "Segment" is a subgroup of your user universe that you wish to target with a specific action.
61
62 You can define a target segment by User – including Product, Demographics, Source Code, Newsletter, or Web filters – or by Account.
63
64 **Product** – Allows you to segment based on a product subscription status
65 **Demographics** – Allows you to segment based on whether a user meets or does not meet specified demographic criteria
66 **Source Code** – Allows you to segment based on assigned or not assigned Source Code
67 **Newsletter** – Allows you to segment based on whether a user has or has not opened or clicked on a specified newsletter
68 **Web** – Allows you to segment based on whether a user has or has not visited a specified section or page on your web site. Note that this behavior-based filter needs to be used in conjunction with any of the other identity-based filters listed above (Product, Demographics, Source Code, Newsletter).
69
70 See directions for creating a segment of all users, both known and unkown, in //**B. Segment by Account**// below.
71
72 You may select multiple filters and multiple options within filters.
73
74 === A. Segment by User ===
75
76 [[image:attach:media_1437075145033.png||align="center"]]
77
78 The screenshot above is from v. 11.6. Prior versions do not have the "With"/"Without" option.
79
80 Notice the "AND" / "OR" logic that can be used to join different filters for the segment. Multiple selections //within// a filter use "OR" logic.
81
82 **To add additional criteria to a segment, click the "And" or "Or" button.**
83
84 In the example above, the targeted segment is all users who:
85
86 A. are NOT ("Without") new //OR// renewal subscribers, with a product status of Qualified Print //OR// Qualified Digital //OR// Non-Qualified Digital, to the Magazine //OR// Digital Edition product;
87
88 **AND**
89 B. have ('With") opened the "...ain Today" newsletter;
90 **OR**
91 C. have ("With") Primary Business Category that contains "Industrial Mfg., Including Plastics & Rubber... " _OR "_High-Tech Computers/Electronics".
92
93 **That is, all users who fit criteria A AND fit either criteria B OR C** * Notice the separator line when AND is selected.
94
95 === B. Segment by Account ===
96
97 [[image:attach:media_1437079883697.png||align="center"]]
98
99 Version 11.6 and later have added functionality that allows you to target segments by Account – which is IP Address and User Agent. A user agent is any software that retrieves and presents Web content for end users. User agents include Web browsers, media players, and plug-ins that help in retrieving, rendering and interacting with Web content.
100
101 This functionality can be used, among other things, to define a set of IP addresses of invalid/non-human traffic that you don't want to display paid banner ads to. By defining the target IP addresses and setting the action to serve only house ads, those IP addresses won't be counted as impressions/views/clicks for sponsored banner advertising because they won't be served sponsored ads. Or you could redirect to a page or a pop-up with a message that the IP address is suspected of being non-human traffic and a number to call if not the case. That IP could then be removed from the target segment.
102
103 So, in the example above, the segment will include all users coming from IP address xx.xxx.20.80 using Safari **OR** from IP address xx.xxx.145.194 or 24.xxx.xxx.10 using Mozilla 5.0 **OR,** etc...
104
105 Note that only OR logic is used in Account segmenting and that you can enter multiple IP addresses and user agents in each field.
106
107 To create a segment of ALL users, both known and unknown, enter the IP address 1.0.0.0/1. This will include all possible IP addresses and, by extension, all users who visit your site.
108
109 === Step 3 – Action ===
110
111 "Action" is where you define the action to be taken for the identified segment, e.g. a website pop-up or ad targeting.
112
113 Types of Actions include: Pop-Up, Redirect, Ad Target, Email
114
115 You can use any existing actions by clicking in the "Select Actions" field and selecting the action (see screenshot below) or create a new action (see A-D below).
116
117 [[image:attach:media_1442601673145.png||align="center"]]
118
119 Hover over an action to see details (see screenshot below).
120
121 [[image:attach:media_1442602167866.png||align="center"]]
122
123 === A. Create Pop-Up ===
124
125 ~1. Click "New action".
126 2. Give the action a name and description (optional).
127 3. Click "Next".
128 4. Complete the fields as shown below.
129 5. Click "Next".
130
131 [[image:attach:media_1442611132544.png||align="center"]]
132
133 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
134
135 Upon clicking "Save", you'll be returned to the "Define action to take" window where you'll see the name of the saved action in the action field. (See below.)
136
137 Click "Next" to continue to Step 4 – Review and Save.
138
139 [[image:attach:media_1443034475680.png||align="center"]]
140
141 When a pop-up action is in effect, a pop-up will appear for the specified target segment in the designated domains and sections at the set frequency and priority level. Please see example below.
142
143 [[image:attach:media_1443033012905.png||align="center"]]
144
145 Note that the display opt-out will appear only if checked when creating the pop-up action.
146
147 === B. Create Redirect ===
148
149 ~1. Click "New action".
150 2. Give the action a name and description (optional).
151 3. Click "Next".
152 4. Complete the fields as shown below.
153 5. Click "Next".
154
155 [[image:attach:media_1442947217827.png||align="center"]]
156
157 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
158
159 Upon clicking "Save", you'll be returned to the "Define action to take" window where you'll see the name of the saved action in the action field. (See below.)
160
161 Click "Next" to continue to Step 4 – Review and Save.
162
163 When a redirect is in effect, the redirect will occur for the specified target segment in the designated domains and sections at the set frequency and priority level. There is user no opt-out option for this action.
164
165 === C. Create Ad Target ===
166
167 In order for ad targeting to work, the ad code on your site must be updated so that it will accept and process Key and Value variables. GCN will provide you with the correct code.
168
169 ~1. Click "New action".
170 2. Give the action a name and description (optional).
171 3. Click "Next".
172 4. Complete the fields as shown below.
173 5. Click "Next".
174
175 [[image:attach:media_1446742365693.png||align="center"]]
176
177 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
178
179 Upon clicking "Save", you'll be returned to the "Define action to take" window where you'll see the name of the saved action in the action field. (See below.)
180
181 Click "Next" to continue to Step 4 – Review and Save.
182
183 When an ad target is in effect, only those ads specified by Key and Value will display for the specified target segment on the designated domains and sections at the set frequency and priority level. There is user no opt-out option for this action.
184
185 * In Revive/OpenX, these variables are created under Inventory > Banner > Delivery Options > Add Delivery Limitation > Site-Variable > Add > enter Key and Value variables. These variables are of your choosing and can be text or numbers.
186
187 [[image:attach:media_1443036194948.png||align="center"]]
188
189 When an ad target is in effect, only those ads specified by Key and Value will display for the specified target segment on the designated domains and sections at the set frequency and priority level. There is user no opt-out option for this action.
190
191 === D. Create Email ===
192
193 ~1. Click "New action".
194 2. Give the action a name and description (optional).
195 3. Click "Next".
196 4. Complete the fields as shown below.
197 5. Click "Next".
198
199 [[image:attach:media_1442946953775.png||align="center"]]
200
201 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
202
203 Upon clicking "Save", you'll be returned to the "Define action to take" window where you'll see the name of the saved action in the action field. (See below.)
204
205 Click "Next" to continue to Step 4 – Review and Save.
206
207 [[image:attach:media_1443035194695.png||align="center"]]
208
209 When an email action is in effect, the email will be sent to the specified target segment on the designated domains and sections at the set frequency and priority level. There is user no opt-out option for this action.
210
211 === Step 4 – Review and Save ===
212
213 [[image:attach:media_1446742842763.png||align="center"]]
214
215 Review all of the information for your persona, and click "Save Persona" to save.
216
217 If you wish to make changes, click the "Back" button to move backward through the steps.
218
219
220
221 {{id name="End ScreenSteps Content"/}}