Wiki source code of Utilities - Target Engine

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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 **Segment Manager**, **Action Manager**, and **Target Engine**.
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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 === CREATING A NEW SEGMENT ===
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23 **From the Segment Manager menu, select Segment Manager:
24 **
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26 [[image:attach:segment manager menu.png||width="800"]]
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30 You will see a list of existing segments. Click "Create Segment" in the upper right-hand corner.
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32 [[image:attach:manage segments.png||height="250"]]
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36 You'll be taken to a screen allowing you to define a new segment. Give your segment a descriptive name. You can enter a brief description of the segment as well.
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38 [[image:attach:segment-definion.png||height="250"]]
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42 A segment is a group of people. You can define that group based on any number of demographic criteria, ie., "who" the user is, or based on behavioral criteria, ie., "what" the user has done.
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44 If you click the "First Party" tab, you will have the opportunity to define the demographic characteristics of your segment based on the demographic questions you have built in your database. You can use any demographic question to define a segment.
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46 [[image:attach:segment-demos.png||height="250"]]
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48 If you choose a demographic question that has a multiple choice response, simply click in the target box and start typing one of the responses. ONEcount should pre-populate the box with the response. Multiple responses can be defined for a single question.
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50 To add multiple demographic questions to a segment, simply click the Add button on the right-hand side and ONEcount will allow you to add another demographic question.
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52 In this way, you can create a demographic segment of users who are Pediatricians who live in Arizona, for example.
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54 If you are creating purely a demographic segment, hit "Save" and ONEcount will save your segment. If you would like to add behavioral characteristics to your segment (ie., Peditricians who live in Arizona and have read three articles on diabetes), click on the Behavior tab.
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62 [[image:attach:segment-content.png||height="250"]]
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78 This will open the Profile window, which is Step 1 in creating the persona.
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80 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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82 {{note}}
83 **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.**
84 {{/note}}
85
86 ==== Step 1 – Profile ====
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88 [[image:attach:media_1437065487760.png||align="center"]]
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90 Complete the Name, Description, and Effective Date Range fields for the persona, then click the "Next" button.
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92 ==== Step 2 – Segment ====
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94 A "Segment" is a subgroup of your user universe that you wish to target with a specific action.
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96 You can define a target segment by User – including Product, Demographics, Source Code, Newsletter, or Web filters – or by Account.
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98 **Product** – Allows you to segment based on a product subscription status
99 **Demographics** – Allows you to segment based on whether a user meets or does not meet specified demographic criteria
100 **Source Code** – Allows you to segment based on assigned or not assigned Source Code
101 **Newsletter** – Allows you to segment based on whether a user has or has not opened or clicked on a specified newsletter
102 **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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104 See directions for creating a segment of all users, both known and unkown, in //**B. Segment by Account**// below.
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106 You may select multiple filters and multiple options within filters.
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108 (% style="margin-left: 30.0px;" %)
109 ===== A. Segment by User =====
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111 (% style="margin-left: 30.0px;" %)
112 [[image:attach:media_1437075145033.png||align="center"]]
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115 The screenshot above is from v. 11.6. Prior versions do not have the "With"/"Without" option.
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118 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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120 (% style="margin-left: 30.0px;" %)
121 **To add additional criteria to a segment, click the "And" or "Or" button.**
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124 In the example above, the targeted segment is all users who:
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127 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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129 (% style="margin-left: 30.0px;" %)
130 **AND**
131 B. have ('With") opened the "...ain Today" newsletter;
132 **OR**
133 C. have ("With") Primary Business Category that contains "Industrial Mfg., Including Plastics & Rubber... " _OR "_High-Tech Computers/Electronics".
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135 (% style="margin-left: 30.0px;" %)
136 **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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138 (% style="margin-left: 30.0px;" %)
139 ===== B. Segment by Account =====
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141 (% style="margin-left: 30.0px;" %)
142 [[image:attach:media_1437079883697.png||align="center"]]
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145 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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147 (% style="margin-left: 30.0px;" %)
148 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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150 (% style="margin-left: 30.0px;" %)
151 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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153 (% style="margin-left: 30.0px;" %)
154 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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156 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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158 ==== Step 3 – Action ====
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160 "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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162 Types of Actions include: Pop-Up, Redirect, Ad Target, Email
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164 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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166 [[image:attach:media_1442601673145.png||align="center"]]
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168 Hover over an action to see details (see screenshot below).
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170 [[image:attach:media_1442602167866.png||align="center"]]
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172 (% style="margin-left: 30.0px;" %)
173 ===== A. Create Pop-Up =====
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176 ~1. Click "New action".
177 2. Give the action a name and description (optional).
178 3. Click "Next".
179 4. Complete the fields as shown below.
180 5. Click "Next".
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182 (% style="margin-left: 30.0px;" %)
183 [[image:attach:media_1442611132544.png||align="center"]]
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186 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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189 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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192 Click "Next" to continue to Step 4 – Review and Save.
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194 (% style="margin-left: 30.0px;" %)
195 [[image:attach:media_1443034475680.png||align="center"]]
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198 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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201 [[image:attach:media_1443033012905.png||align="center"]]
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204 Note that the display opt-out will appear only if checked when creating the pop-up action.
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207 ===== B. Create Redirect =====
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210 ~1. Click "New action".
211 2. Give the action a name and description (optional).
212 3. Click "Next".
213 4. Complete the fields as shown below.
214 5. Click "Next".
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216 (% style="margin-left: 60.0px;" %)
217 [[image:attach:media_1442947217827.png||align="center"]]
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220 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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223 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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226 Click "Next" to continue to Step 4 – Review and Save.
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229 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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231 (% style="margin-left: 30.0px;" %)
232 ===== C. Create Ad Target =====
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235 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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238 ~1. Click "New action".
239 2. Give the action a name and description (optional).
240 3. Click "Next".
241 4. Complete the fields as shown below.
242 5. Click "Next".
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244 (% style="margin-left: 30.0px;" %)
245 [[image:attach:media_1446742365693.png||align="center"]]
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248 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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251 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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254 Click "Next" to continue to Step 4 – Review and Save.
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257 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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259 *
260 ** 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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262 (% style="margin-left: 30.0px;" %)
263 [[image:attach:media_1443036194948.png||align="center"]]
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266 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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268 (% style="margin-left: 30.0px;" %)
269 ===== D. Create Email =====
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272 ~1. Click "New action".
273 2. Give the action a name and description (optional).
274 3. Click "Next".
275 4. Complete the fields as shown below.
276 5. Click "Next".
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278 (% style="margin-left: 30.0px;" %)
279 [[image:attach:media_1442946953775.png||align="center"]]
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282 Upon clicking "Next", you'll have an opportunity to review the action and "Save" or go "Back" to make changes.
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285 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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288 Click "Next" to continue to Step 4 – Review and Save.
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290 (% style="margin-left: 30.0px;" %)
291 [[image:attach:media_1443035194695.png||align="center"]]
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294 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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296 ==== Step 4 – Review and Save ====
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298 [[image:attach:media_1446742842763.png||align="center"]]
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300 Review all of the information for your persona, and click "Save Persona" to save.
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302 If you wish to make changes, click the "Back" button to move backward through the steps.
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330 **Add Users
331 **
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337 [[Preparing for Data Import>>doc:Getting Started - Preparing for Data Import]]
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340 [[doc:Pre-Import Checklist]]
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349 [[How to Use an Import Mapping Template>>doc:Import - How to Use an Import Mapping Template]]
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352 [[doc:Add Audience]]
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355 **Batch Operations**
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361 [[doc:Bulk Operation - How to Perform a Batch Product Change]]
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373 [[Bulk Operation - How to Perform a Merge of Duplicate Users>>doc:Bulk Operation - How to Perform a Bulk Merge of Duplicate Users]]
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376 **Target Audience Segments**
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