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In addition to products and content, the Interaction Studio Catalog can be used to prioritize decisions around the next-best-action for each individual engaging with your company. Combining rule-based decisioning with the machine learning provided by Einstein Decisions ensures that your customers and prospects see the promotion that's right for them, regardless of the channel. 


This Article Explains

This article details how to add promotions and their associated assets to your dataset for use in both rules based and ML powered campaigns.

Sections in this Article

Create a New Promotion

Before you can use a promotion in a campaign or adjust settings for the Einstein Decisions, you need to create it in the catalog. To access promotions in your dataset, you first need to make sure that promotions are enabled in the Catalog and Profile Objects configuration screen. Once enabled, they will appear in the catalog section of the left hand navigation. To add a new promotion to the catalog you can either create a promotion manually or leverage the Promotion ETL. In this article, we will use the manual promotion creation process to outline all the different components of a promotion. The Promotion ETL lets you easily create new promotions with all associated eligibility and metadata that reference external image assets. More information on the Promotion ETL can be found in the linked Promotion ETL article.

To manually create a new promotion, you will start by performing the following steps (detailed information on each step is provided in this article):

  1. Log into Interaction Studio with Campaign Editor or higher permissions
  2. On the navigation menu at the left, in the Catalog section, select Promotions
  3. Click NEW PROMOTION
  4. Add promotion details
  5. Add promotion assets
  6. Configure content zones and tags on the Promotion Assets
  7. Save promotion

Add Promotion Details

  1. Enter the Name for the promotion. This will appear in Interaction Studio as the named label for this Promotion Item
  2. Enter the URL for the promotion. This is the landing page for users who click your promotion
  3. Add an optional Description
  4. Add additional details as described in each section below
    1. Date range
    2. Promotions & Assets
    3. Custom Attributes
    4. Promotions & Assets


Promotion Requirements

The only requirements to SAVE a promotion are Name and URL. In order for a promotion to return in a campaign, however, you will need to have an asset associated to the promotion. Eligibility criteria, promotion attributes, and related catalog objects on a promotion are also optional, but are strongly recommended. Related Catalog Objects, in particular, help provide Einstein Decisions with valuable data about the promotion to help improve the quality of its decisioning.

Add a Date Range

You can add a valid date range for the promotion so it will only be showing during that time period.

  1. In the Valid Time Range section, select the Start Date and End Date for the promotion
  2. Remove start and end dates by double-clicking to select the date field you want to remove then pressing [Delete] on your keyboard


Promotion Dates

The promotion will only be considered "valid" to show to a user between the start and end dates (called published and expiration in the promotion ETL respectively). Important considerations for how dates are stored/handled are as follows:

  • If only a start date is provided, a promotion will become eligible to return in a campaign response on that date and remain eligible from that point forward.
  • If only an end date is provided, the promotion will considered active from the moment it is loaded into the system and then become inactive after that date and no longer be eligible to be shown in a campaign response. If no dates are provided (published or expiration) a promotion will be considered evergreen and will always count as an active promotion for campaign response consideration.
  • All dates are stored in UTC time only.

Add Eligibility Restrictions

You can restrict visitors from seeing a particular promotion based on user attribute exact match, and/or segment inclusion/exclusion criteria. 


Limit Promotions Based on User Attributes

You can select one or more user attributes to restrict who is eligible to see a promotion based on exact match criteria. To layer in user attribute match criteria, follow these steps:

Click +NEW ATTRIBUTE 

  1. Select the attribute from the drop-down list (Only string, multistring, boolean, and date type user attributes will appear in the drop down list to select from)
  2. Select matches or does not match (click the bubble to change the selection)
  3. Select the value to be matched or not matched
  4. Continue the process until you have added all attributes needed


Attribute Matching Tips

In order for an attribute to show up in the drop-down list, it will need to have been created in advance on the user attributes screen. Values entered ARE CASE SENSITIVE.

Limit Promotions Based on Segments

You can select segments to include or exclude certain individuals from receiving a promotion based on their segment membership status. To add segment exclusion/inclusion logic, simply do the following:

  1. Click into the text entry field for either Segment Exclusions or Segment Inclusions to choose a segment (a drop-down of all available segments will appear)
  2. You are able to add multiple exclusion or inclusion segments to a promotion


Segment Eligibility Tips

As you layer in inclusion/exclusion segments, some important things to note are as follows:

  • If you add multiple segments to either the inclusion or exclusion fields, a user only needs to be a member of ONE of the segments in order to either qualify or disqualify themselves from the promotion. For Example, if you list 3 segments, Interaction Studio will interpret it as "is the user a member of segment 1 or segment 2 or segment 3" and not as "is the user a member of segment 1 and segment 2 and segment 3".
  • You are not able to add the same segment as an inclusion AND exclusion criteria
  • If a user qualifies for both an inclusion and exclusion segment, the exclusion segment is deemed a higher priority and the individual will not be able to receive the promotion



Add Custom Promotion Attributes

Before you can add an attribute to a promotion (either by manually entering the value or via the Promotion ETL), you need to configure it in Settings > Catalog and Profile Objects > Promotion > Custom Attributes. Once configured, you can assign the attribute a value on the promotion screen.

Custom attributes on a promotion serve two primary purposes:

  • Decision Filter: In a template, a template developer can filter what promotions are eligible to be returned in a campaign or evaluated by Einstein Decisions by performing exact match filtering against a promotion attribute (For Example: if a promotion attribute was loyaltyTier and the value was Silver, the template developer could ensure that ONLY promotions with a loyaltyTier of Silver are evaluated/returned)
  • Decision Output: Similar to other Catalog item types, custom attributes can also be returned as the output of a decision. Once a promotion is determined, either via rules or Einstein Decisions, a template developer could configure the campaign response object to return an attribute value. For example, if you are leveraging Einstein Decisions to select a CTA to display, you can store the text as an attribute on each CTA Promotion and then return the text value associated to that attribute.


IMPORTANT NOTE

Supported attribute types on a promotion include string, integer, decimal, date, and boolean.



Add Related Catalog Objects

Before you can add a related catalog object to a promotion, you need to configure it in Settings > Catalog and Profile Objects > Promotion > Related Catalog Objects. Once configured, you can assign the related catalog object a value on the promotion screen.

PRO TIP

Having a robust promotion related catalog object/meta-data strategy will help improve Einstein Decisions ability to make personalized next best offer recommendations across channels. As outlined in the Configuring Einstein Decisions article the model trains against a variety of different data including related catalog object data. Since related catalog objects allow Interaction Studio to track and measure affinity across item types in the catalog, having related object overlap and a robust meta-data strategy on your offers will enhance the model's ability to understand affinity and interaction data across the entire business context and provide more accurate recommendations.

Add Assets to a Promotion

Asset Selection

There are two primary asset types that you can add to a promotion: An image asset that is stored on Interaction Studio's CDN or a reference URL to an image asset that is stored on an external system (ie. your CMS or DAM). To add assets to a promotion, you can either leverage the the Promotion ETL or manually upload assets directly via the UI by clicking on the "Assets" tab of the promotion and then selecting the "Add Asset" button. For manual asset uploads, simply follow these steps:

  • Click "Add Asset" button while on the assets tab of a promotion
  • In the modal, select what type of asset you want to upload (You can only upload one asset at a time)
    • If you select "Image Upload" you will be able to choose a file from your computer to upload to Interaction Studio's CDN
    • If you select "External Image" you will be able to enter a reference URL to an asset hosted on an external CMS/DAM
    • Supported image types include .png, .jpg, .jpeg, and .gif

Content Zone and Tag Configuration

After you have selected your asset, you will also have the ability to assign content zones or tags to that asset.

  • To assign a content zone or tag manually, start typing into the entry field in the asset modal.
  • Content Zones that are mapped in your web sitemap will appear as autofill options, but you can also enter a new content zone or tag by simply typing the name of the zone/tag and hitting enter.
  • While a promotion can have multiple assets, you are NOT able to duplicate a content zone or tag across multiple assets on a single promotion.
  • A content zone or tag can be applied to assets on different promotions, but can only live on a single asset within a particular promotion.

In terms of how content zones and tags are used, they act as a filter to determine which promotions are eligible to be displayed in a campaign. For example, in an open-time email campaign if a business user selects "Dynamic" or "Decisions" you will be able to select which single content zone or tag you want to be eligible to return in that campaign and only assets with that tag will be considered to be shown to that end user. If you select "Static" you will simply select the promotion that you want to show and then select the specific asset by the assigned content zone. All assets need a content zone in order to be shown in email. In a web campaign that utilizes the Einstein Decisions global template, a business user would simply select the content zone or tag that the developer has mapped as eligible for use. Einstein Decisions requires a content zone for the bandit decision against. Only one content zone or tag can be used in a campaign for decisioning.



Saving Promotion Assets

  • Once you have selected your asset and configured your content zones or tags in the modal, you will see either a "save" or "apply" button in the modal
  • If you are editing an existing promotion that has previously been saved, the option that appears in the modal will be "save" and once clicked, your asset and it's associated content zones will be applied to the promotion
  • If you are editing a NEW promotion that has not been saved, you will see an "Apply" button. By clicking "apply", you will STILL need to save the promotion outside of the modal UI in order for any of the promotion information entered (on the asset and promotion details screen) to be saved




Edit an Existing Promotion 

You can change an existing promotion to add content zones, adjust attributes, promoted item settings, or add additional assets. All asset editing is done in the asset modal screen which can be easily accessed by clicking edit on the asset card.

Edit Promotion Details:

  1. Log into Interaction Studio with Campaign Editor or higher permissions
  2. On the navigation menu at the left, in the Catalog section, select Promotions
  3. Select the promotion you need to update
  4. Click EDIT
  5. The promotion will open on the promotion details page where you can manually edit promotion information and attributes
  6. Click SAVE to save any changes you make


Edit Promotion Assets:

  1. Log into Interaction Studio with Campaign Editor or higher permissions
  2. On the navigation menu at the left, in the Catalog section, select Promotions
  3. Select the promotion you need to update
  4. Click EDIT 
  5. Navigate to the Assets tab of the promotion
  6. To add a new asset, click the add asset button to open the asset modal
  7. To edit an existing asset's image or content zones/tags, click edit on the asset card you would like to update and simply type in a new value or remove an existing value by clicking the "x" next the content zone or tag
  8. To delete an asset, simply click the delete button at the bottom of the asset. This will delete the entire asset card.


View Statistics on Promotions

Promotion statistics show the number of views and clickthroughs along with the asset count. The chart to the right shows a graph of activity for the selected time period


Promotion List Page

  1. Log into Interaction Studio with Campaign Editor or higher permissions
  2. On the navigation menu at the left, in the Catalog section, select Promotions
  3. Select a promotion and statistics are displayed in the Activity section at the right
  4. Hover over the graph (shown in the Activity section in the image at the right) to see details on Views (indicated by the blue line) and Clickthroughs (indicated by the purple line) for the time period chosen in the date selector at the top
  5. Change the time period in the date selector at the top to view additional data


Campaign Stats:

  • If you are executing a rules based or Einstein Decisions powered campaign that returns promotions, you can track campaign stats in the same way that you would view any other campaign stats
  • The campaign stats report is automatically generated and by clicking the "view promoted items" tab, you can see which promotions where returned and how effective they were (impressions, clicks, attribute revenue, etc.)
  • The impressions, clicks and attributed revenue from individual campaigns is reflected as a roll-up view on the promotions list page
  • Additional information on interpreting campaign stats is available here

Einstein Reports:

  • In addition to understanding individual promotion performance, Interaction Studio also provides robust reporting on how the Einstein Decisions model trains/performs in the Einstein Reports section
  • The Einstein Reports section is designed for analytics / data science resources and additional information on how to interpret the reports included is available here