Version 7.1 by melanie@one-count_com on 2016/12/14 15:15
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7 The Targeting Engine 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.
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9 You can 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.
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11 The following lesson will provide details on how to use the Targeting Engine / Persona Manager.
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13 === Please Note: ===
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15 Segments and targeting actions can be applied to both Known and Unknown users.
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17 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.
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19 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.
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21 === OPEN THE TARGETING AUTOMATION & PERSONALIZATION (TAP) WINDOW ===
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23 **Select UTILITIES from the main menu.**
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25 [[image:attach:media_1436816640442.png||align="center"]]
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29 **Select TARGETING ENGINE from the sub-menu.**
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31 [[image:attach:media_1436816664853.png||align="center"]]
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33 This will open the Targeting Automation & Personalization (TAP) window displaying a list of existing personas, if any, as shown below.
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35 [[image:attach:media_1436816784643.png||align="center"]]
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37 Expanding the details of a persona will show you the target segment and actions for that persona. (See screenshot below.)
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39 **[[image:attach:media_1437059609834.png||align="center"]]**
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43 Clicking on the "i" (information) icon will display a pop-up with details of the action to perform, as shown below.
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45 [[image:attach:media_1437064543783.png||align="center"]]
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47 === CREATE A NEW PERSONA ===
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49 **Click "Create Persona" button**
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51 [[image:attach:media_1437064785909.png||align="center"]]
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53 This will open the Profile window, which is Step 1 in creating the persona.
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55 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".
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57 {{note}}
58 **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.**
59 {{/note}}
60
61 ==== Step 1 – Profile ====
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63 [[image:attach:media_1437065487760.png||align="center"]]
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65 Complete the Name, Description, and Effective Date Range fields for the persona, then click the "Next" button.
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67 ==== Step 2 – Segment ====
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69 A "Segment" is a subgroup of your user universe that you wish to target with a specific action.
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71 You can define a target segment by User – including Product, Demographics, Source Code, Newsletter, or Web filters – or by Account.
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73 **Product** – Allows you to segment based on a product subscription status
74 **Demographics** – Allows you to segment based on whether a user meets or does not meet specified demographic criteria
75 **Source Code** – Allows you to segment based on assigned or not assigned Source Code
76 **Newsletter** – Allows you to segment based on whether a user has or has not opened or clicked on a specified newsletter
77 **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).
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79 See directions for creating a segment of all users, both known and unkown, in //**B. Segment by Account**// below.
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81 You may select multiple filters and multiple options within filters.
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83 (% style="margin-left: 30.0px;" %)
84 ===== A. Segment by User =====
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86 (% style="margin-left: 30.0px;" %)
87 [[image:attach:media_1437075145033.png||align="center"]]
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90 The screenshot above is from v. 11.6. Prior versions do not have the "With"/"Without" option.
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93 Notice the "AND" / "OR" logic that can be used to join different filters for the segment. Multiple selections //within// a filter use "OR" logic.
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95 (% style="margin-left: 30.0px;" %)
96 **To add additional criteria to a segment, click the "And" or "Or" button.**
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99 In the example above, the targeted segment is all users who:
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101 (% style="margin-left: 30.0px;" %)
102 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;
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104 (% style="margin-left: 30.0px;" %)
105 **AND**
106 B. have ('With") opened the "...ain Today" newsletter;
107 **OR**
108 C. have ("With") Primary Business Category that contains "Industrial Mfg., Including Plastics & Rubber... " _OR "_High-Tech Computers/Electronics".
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110 (% style="margin-left: 30.0px;" %)
111 **That is, all users who fit criteria A AND fit either criteria B OR C** * Notice the separator line when AND is selected.
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113 (% style="margin-left: 30.0px;" %)
114 ===== B. Segment by Account =====
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116 (% style="margin-left: 30.0px;" %)
117 [[image:attach:media_1437079883697.png||align="center"]]
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120 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.
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122 (% style="margin-left: 30.0px;" %)
123 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.
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125 (% style="margin-left: 30.0px;" %)
126 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...
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128 (% style="margin-left: 30.0px;" %)
129 Note that only OR logic is used in Account segmenting and that you can enter multiple IP addresses and user agents in each field.
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131 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.
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133 ==== Step 3 – Action ====
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135 "Action" is where you define the action to be taken for the identified segment, e.g. a website pop-up or ad targeting.
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137 Types of Actions include: Pop-Up, Redirect, Ad Target, Email
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139 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).
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141 [[image:attach:media_1442601673145.png||align="center"]]
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143 Hover over an action to see details (see screenshot below).
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145 [[image:attach:media_1442602167866.png||align="center"]]
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147 (% style="margin-left: 30.0px;" %)
148 ===== A. Create Pop-Up =====
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151 ~1. Click "New action".
152 2. Give the action a name and description (optional).
153 3. Click "Next".
154 4. Complete the fields as shown below.
155 5. Click "Next".
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157 (% style="margin-left: 30.0px;" %)
158 [[image:attach:media_1442611132544.png||align="center"]]
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161 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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164 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.)
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167 Click "Next" to continue to Step 4 – Review and Save.
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169 (% style="margin-left: 30.0px;" %)
170 [[image:attach:media_1443034475680.png||align="center"]]
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173 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.
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176 [[image:attach:media_1443033012905.png||align="center"]]
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179 Note that the display opt-out will appear only if checked when creating the pop-up action.
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181 (% style="margin-left: 30.0px;" %)
182 ===== B. Create Redirect =====
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185 ~1. Click "New action".
186 2. Give the action a name and description (optional).
187 3. Click "Next".
188 4. Complete the fields as shown below.
189 5. Click "Next".
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191 (% style="margin-left: 60.0px;" %)
192 [[image:attach:media_1442947217827.png||align="center"]]
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195 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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198 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.)
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201 Click "Next" to continue to Step 4 – Review and Save.
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204 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.
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206 (% style="margin-left: 30.0px;" %)
207 ===== C. Create Ad Target =====
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210 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.
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213 ~1. Click "New action".
214 2. Give the action a name and description (optional).
215 3. Click "Next".
216 4. Complete the fields as shown below.
217 5. Click "Next".
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219 (% style="margin-left: 30.0px;" %)
220 [[image:attach:media_1446742365693.png||align="center"]]
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223 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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225 (% style="margin-left: 30.0px;" %)
226 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.)
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228 (% style="margin-left: 30.0px;" %)
229 Click "Next" to continue to Step 4 – Review and Save.
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231 (% style="margin-left: 30.0px;" %)
232 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.
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234 *
235 ** 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.
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237 (% style="margin-left: 30.0px;" %)
238 [[image:attach:media_1443036194948.png||align="center"]]
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240 (% style="margin-left: 30.0px;" %)
241 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.
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243 (% style="margin-left: 30.0px;" %)
244 ===== D. Create Email =====
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247 ~1. Click "New action".
248 2. Give the action a name and description (optional).
249 3. Click "Next".
250 4. Complete the fields as shown below.
251 5. Click "Next".
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253 (% style="margin-left: 30.0px;" %)
254 [[image:attach:media_1442946953775.png||align="center"]]
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257 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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259 (% style="margin-left: 30.0px;" %)
260 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.)
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262 (% style="margin-left: 30.0px;" %)
263 Click "Next" to continue to Step 4 – Review and Save.
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265 (% style="margin-left: 30.0px;" %)
266 [[image:attach:media_1443035194695.png||align="center"]]
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269 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.
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271 ==== Step 4 – Review and Save ====
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273 [[image:attach:media_1446742842763.png||align="center"]]
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275 Review all of the information for your persona, and click "Save Persona" to save.
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277 If you wish to make changes, click the "Back" button to move backward through the steps.
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305 **Add Users
306 **
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312 [[Preparing for Data Import>>doc:Getting Started - Preparing for Data Import (v12\.x)]]
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324 [[How to Use an Import Mapping Template>>doc:Import - How to Use an Import Mapping Template (v12\.x)]]
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327 [[Add Audience>>doc:Add Audience (v12\.x)]]
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330 **Batch Operations**
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351 **Target Audience Segments**
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