Portrait HQ User Guide. Version 2.1

Transcription

1 Portrait HQ User Guide Version 2.1

2 2015 Pitney Bowes Software Inc. All rights reserved. This document may contain confidential and proprietary information belonging to Pitney Bowes Inc. and/or its subsidiaries and associated companies. Portrait Software, the Portrait Software logo, Portrait, and Portrait Software s Portrait brand are the trademarks of Portrait Software International Limited and may not be used or exploited in any way without the prior express written authorization of Portrait Software International Limited. Acknowledgement of trademarks Other product names, company names, marks, logos and symbols referenced herein may be the trademarks or registered trademarks of their registered owners. Portrait Software Support If you need help with something that s not covered by this documentation, try the Knowledge Base on our web site. and follow the links to your product. You can also download other Portrait Software documentation from the site. If you don t have a username and password or you ve forgotten them please contact us through one of the channels below. If you find a problem with the use, installation, or documentation of this product, please contact us using any of the following methods: software.support@pb.com Phone USA/Canada (toll-free) Rest of world When you report a problem, it helps if you can tell us: The name of the software application The circumstances in which the problem arose What error messages you saw (if any); The version of the software that you were using. Pitney Bowes Software Inc. February 02, 2015

3 Contents Chapter 1: Introduction...9 Purpose...10 Intended audience...10 Related documentation...10 Chapter 2: About Portrait HQ...11 Portrait HQ...12 LiveView...12 Real time performance view...13 Planning and collaboration view...13 Campaign calendar view...13 MyView...13 Portrait HQ navigation...14 Portrait Explorer...15 Chapter 3: Key concepts...17 Marketing campaigns...18 Campaign approval...18 Channels, offers and treatments...18 Offer responses...19 Fulfillment...19 About campaign prioritization strategy (IO/HQ)...19 Chapter 4: Working with PD campaigns Planning campaigns...22 Introduction...22 Creating a new campaign...22 Editing a campaign...26

4 Deleting a campaign Designing campaigns...28 Introduction...28 Creating Portrait Dialogue dialogues...29 Activating and deactivating dialogues Launching campaigns...31 Introduction...31 Launching campaigns...32 Changing or updating in-market campaigns Monitoring campaigns...33 Introduction...33 Selecting campaigns to watch...33 Identifying overdue in-planning campaigns...33 Showing different monitoring charts Evaluating campaigns...34 Introduction...34 Offer management and response logging flow...35 Logging offers with message templates...35 Logging offers with content objects...35 Logging offers with the offer logging operation...35 Logging responses with the response logging operation...36 Checklist for correct response logging...36 Logging treatments with operations...37 Chapter 5: Working with IO campaigns Planning campaigns...40 Introduction...40 Creating a new campaign...40 Editing a campaign...44 Deleting a campaign Designing campaigns...47 Introduction...47 Creating Interaction Optimizer dialogues Launching campaigns...48 Introduction...48 Launching campaigns...49 Changing or updating in-market campaigns Monitoring campaigns Portrait HQ 2.1

5 Introduction...50 Selecting campaigns to watch...50 Identifying overdue in-planning campaigns...50 Showing different monitoring charts Evaluating campaigns...51 Introduction...51 Creating dialogue messages...52 About dialogue messages...52 Creating IO messages...52 Creating audience selections...54 About audience selection...54 Creating IO selections...55 Using (analytic) rules with campaigns...62 Creating global selections...62 Simulating live IO campaigns...63 About IO campaign simulation...63 Recording a test sample on a live system...63 Transferring the recording to a test environment...63 Replaying simulated campaigns...64 Chapter 6: Working with Portrait Explorer...65 HQ Admin...66 Modifying selections or lists created with Portrait Explorer...66 Chapter 7: Appendix...67 IO selection functions...68 Abs Float...68 Abs Integer...68 Age...68 Average...69 BooleanPropertyValue...69 Concat...70 Count...70 CountNull...70 CountUnique...71 CreateDateTime...71 DataObjectCategory...72 DataObject...72 Portrait HQ User Guide 5

6 Date...73 DateDiffDays...73 DateDiffHours...74 DateDiffMinutes...74 DateDiffMonths...75 DateDiffSeconds...75 DateDiffYears...76 DatePropertyValue...76 DayOfMonth...77 DayOfWeek...77 Div...78 DoublePropertyValue...78 GetElement...78 HasProperty...79 Hour...79 InRange - Date...80 InRange - Float...80 InRange - Integer...80 InRange - Object...81 IntPropertyValue...81 IsDBNull...82 IsEmpty...82 IsEmptyOrDBNull...83 Length...83 Max...83 Min...84 Minute...84 Mod...85 Mode...85 Month...86 Now...86 PropertyValue...86 RandomBool...87 Round - Float...87 Round - Integer...87 Second...88 StringPropertyValue...88 SubString - End Portrait HQ 2.1

7 SubString - Length...89 Sum...90 ToBoolean...90 ToDateTime...90 Today...91 ToDouble...91 ToInteger...91 ToString...92 Year...92 Portrait HQ User Guide 7

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9 Introduction 1 In this section: Purpose Intended audience Related documentation

10 Purpose Purpose The purpose of this guide is to assist marketing analysts and campaign managers use Portrait HQ to design, manage, and launch large scale (one-to-one) marketing campaigns. Intended audience This guide is intended for: Campaign managers Marketing analysts Related documentation Portrait Dialogue Reference Guide Interaction Optimizer Administration Guide Portrait Explorer Administration Guide Note: These documents and others can be downloaded from the Pitney Bowes Software website: 10 Portrait HQ 2.1

11 About Portrait HQ 2 In this section: Portrait HQ LiveView MyView Portrait HQ navigation Portrait Explorer

12 Portrait HQ Portrait HQ Portrait HQ provides a central dashboard for designing, launching and monitoring large scale (1-to-1) marketing campaigns. In addition to providing live (up-to-the-minute) summary views of your overall marketing position, Portrait HQ also provides real-time data enabling you to evaluate campaign progress and take immediate action if required. Portrait HQ can be integrated with Portrait Explorer, Portrait Miner, Portrait Dialogue and Portrait Interaction Optimizer. LiveView LiveView displays an up-to-the-minute summary of all marketing campaigns, including real time performance and market planning information. LiveView is divided into 3 main sections: Real time performance: Micro charts highlight areas of concern and provide immediate actionability for both In market and Pending campaigns Planning and collaboration: Time based task heatmap highlights and provides immediate actionability for both your own and delegated tasks Campaign calendar: Time based view across all campaigns or tasks 12 Portrait HQ 2.1

13 Chapter 2: About Portrait HQ Real time performance view The Real time performance area shows the summary state of: All Pending campaigns All In market activities All campaigns by status (Pending, In market, Suspended, and Completed) The charts to the left (Pending) show the distribution of campaigns, based on time to market and outstanding tasks. Every square is a campaign and the color of the square shows whether it needs attention. The charts to the right (In market activities) show the distribution of marketing activities, based on Target revenue versus Actual revenue and Budget versus Actual campaign cost. Activities with no defined budget and forecast will remain grey in the Unknown bullet chart. Planning and collaboration view The Planning and collaboration view shows a heat map of all tasks currently in the system based on due date. The first strip shows your assigned tasks, and the second shows tasks you have delegated to others. Campaign calendar view The Campaign calendar view shows a thumbnail view of the schedule status of all campaigns. The calendar can be opened to a full page view which presents a Gantt chart representation of all campaigns that have not been marked as Closed or all tasks either created by, or assigned to you. Filters can be applied to show only your campaigns, or to include closed campaigns. MyView MyView displays content that is directly relevant to you, including: what you are currently working on what you recently worked on campaigns that have been added to your watch list tasks that have been assigned to you tasks that you have assigned to others Portrait HQ User Guide 13

14 Portrait HQ navigation Portrait HQ navigation Portrait HQ navigation options are provided at the top of the screen and vary depending on which Portrait Suite modules you have installed. Navigation options available with all Portrait modules include: LiveView icon: displays up-to-the-minute summary of all marketing campaigns MyView icon: displays campaign content relevant to you Explorer icon: displays a web-based data exploration tool. Note: This icon is only available if you have installed Portrait Explorer. Campaign Designer: launches a dialog where you can create a new campaign. Additional navigation options available with Interaction Optimizer include: Message Designer icon: launches a dialog where you can create marketing messages to be used with inbound marketing campaigns. Selection Designer icon: launches a dialog where you can create selection criteria to be used with inbound marketing campaigns Note: Further menu options are available by clicking HQ in the top left corner. Interaction Optimizer menu 14 Portrait HQ 2.1

15 Chapter 2: About Portrait HQ Portrait Dialogue menu Portrait Explorer Portrait Explorer is an easy-to-use, browser-based, customer data exploration and selection tool. It allows business users to access their customer data quickly and easily without the need for advanced analytical or statistical help. Portrait Explorer is a stand alone application that can optionally be: embedded within Portrait HQ to improve ease of use integrated with Portrait Miner, Portrait Dialogue and Portrait Interaction Optimizer. Note: The Portrait Explorer icon is only visible if you have installed Portrait Explorer and selected the integration option during the Portrait Shared Server (PSS) install. Portrait HQ User Guide 15

16 Portrait Explorer 16 Portrait HQ 2.1

17 Key concepts 3 In this section: Marketing campaigns Channels, offers and treatments Offer responses Fulfillment About campaign prioritization strategy (IO/HQ)

18 Marketing campaigns Marketing campaigns Portrait HQ provides an easy to follow workflow for creating, launching and monitoring marketing campaigns. The workflow includes 5 key stages including: Plan: Select your communication channel, create your marketing activities along with your expected budgets and forecasts Design: Select your target audience and design your communication messages Launch: Launch your marketing campaign Monitor: Monitor your campaign 'In Market'. Evaluate: Evaluate your 'In Market' campaign and take action The workflow also provides an Overview menu option which tracks your progress towards launching your campaign. It provides both a percent complete figure along with an overview of steps complete for each major campaign planning task. Campaign approval Campaign approval is an optional setting that allows you to control the campaign creation and launch process via user permissions. It is a setting that once enabled applies to all campaigns. For more information on setting up campaign approval along with user permissions, see the Interaction Optimizer Administration Guide or Portrait Dialogue Reference Guide. A typical solution might involve setting up different user profiles with one or more of the following permissions: Campaign editing rights Campaign approval rights Campaign launch rights Channels, offers and treatments Channels Channels are used to define the delivery medium associated with your marketing activities, for example, outbound delivery channels include: , regular mail, phone call, SMS, web, fax and twitter. Inbound options include: branch, call and web.to run inbound marketing campaigns, you need Portrait Interaction Optimizer, and to run outbound marketing campaigns, you need Portrait Dialogue. 18 Portrait HQ 2.1

19 Chapter 3: Key concepts Offers Offers are a way of defining the incentive of a marketing action separately from the means of delivering it and are used to register that customers have received a specific incentive. An offer can be related to a product (using the Product Code attribute) and their names need to be unique. Treatments The combination of a marketing activity and a channel is referred to as a treatment. Treatments are used to track that a set of customers have been communicated with as part of a marketing activity using a specific channel. Offer responses A response is a positive or negative response to an offer across any channel. Responses are typically registered in either Visual Dialogue or Interaction Optimizer, within the dialogues that are used to execute a Portrait HQ campaign. Fulfillment Fulfillment is the process that gets kicked off after the customer has responded to the recommendation. The fulfillment process that gets triggered depends on the channel the customer is using and his response. For example - if a customer accepts a loan offer on a bank website, the fulfillment process could be to display a form to capture some details pertaining to the loan offer. If the customer chooses to select "Not now", there would be no need for a fulfillment process. If the customer declines the offer, the fulfillment process could be to capture his feedback. About campaign prioritization strategy (IO/HQ) All Interaction Optimizer Portrait HQ marketing campaigns are delivered in an order dictated by a priority. Prioritizing recommendations lets you display the most important interactions for a particular customer at a particular time,with the highest priority item at the top of the list. If there is a tie in the criteria, e.g. two marketing campaigns have been assigned High priority, then subsequent priority criteria (customer score and activity type) will come in to play to determine which marketing message appears at the top of the list. Users can prioritize marketing campaigns based on: activity priority (for example, high, medium and low) customer score (see next section) Portrait HQ User Guide 19

20 About campaign prioritization strategy (IO/HQ) activity type (for example, revenue, service, and retention). For activity priority and score, you can specify high or low values. For activity type you can order the type, for example, prioritize revenue activities above retention, and retention above acquisition. The activity priority and type are set up during the planning phase and can be accessed by creating or editing an activity associated with a campaign. The score is generated by any analytical rule you have chosen to use with your inbound dialogue. Note: You can drag and drop each key criterion to the position you want with the item appearing at the top of the list used first in the prioritizing of messages. 20 Portrait HQ 2.1

21 Working with PD campaigns 4 In this section: 1. Planning campaigns Designing campaigns Launching campaigns Monitoring campaigns Evaluating campaigns Offer management and response logging flow

22 1. Planning campaigns 1. Planning campaigns Introduction Planning is the first phase of Portrait HQ's workflow solution, and is designed to help you through the campaign building process. During the planning phase, you can: Create marketing activities Select your delivery channel, for example Web, SMS, Facebook, and Call Set campaign budget and forecast targets. Budget and forecast can be defined on a campaign level as well as on an individual marketing activity level. Create marketing activities and offers Assign campaign planning tasks to a user (linked to a marketing activity) Note: Prior to launching your campaign all mandatory planning steps must be completed, for example, you must create a marketing activity associated with the campaign and select a delivery channel. In terms of status, you can refer to the percentage complete score on the left side menu or on the Overview screen. Creating a new campaign To create a new campaign: 1. Click the Campaign Designer icon on the top menu. 2. a name and description for the campaign. 3. Optionally provide the planned dates if you know them. You can edit these details later. 4. Click Create. The Campaign planned activities and forecast screen appears. Adding campaign-level budgets & forecasts Entering budget and forecast data enables you to monitor the financial progress of your marketing campaigns, including under-performing and over-budget campaigns. Budget and forecast data is used in LiveView, MyView and Campaign monitoring as a way of showing campaign progress. In LiveView, budget & forecast numbers are used to position marketing activities in the block charts. Marketing activities are divided by their cost (compared to budgeted values) and their profit (compared to forecasted values). LiveView also shows an overview of campaign performance, summarized in charts.campaign monitoring shows a collection of Key Performance Indicators (KPIs), 22 Portrait HQ 2.1

23 Chapter 4: Working with PD campaigns different charts as well as an overview of campaign performance, split up on channels, offers and marketing activities. MyView offers a summarized view with charts similar to the charts shown in LiveView. In the absence of budget and forecast values, all of the above charts will show no values, limiting the overview of campaigns. To add budget and forecast information (optional): 1. Open the campaign that should have a budget. 2. Click Plan on the side menu and then the Campaign budget section in the middle part of the screen. 3. Enter the campaign budget and forecast net revenue estimates and then click Save. Note: You can also add budget and forecast information for one or more activities. For more information, see Adding activity-level budgets & forecasts on page 23. Creating marketing activities Campaigns comprise one or more marketing activities which are used to achieve your business objective. Marketing activities can be delivered over one or more channels and can contain offers. Use the following procedure to create a new marketing activity. Activities form part of the planning stage and are directly linked to campaigns. Note: Procedures vary slightly depending on whether you are creating Portrait Dialogue or Portrait Interaction Optimizer activities. 1. Open the campaign in which the marketing activity should be located. 2. Open the Plan step. 3. Click Create new marketing activity. Interaction Optimizer users select the relevant marketing activity type, e.g. Revenue, Retention etc. Interaction Optimizer users select the priority of the activity. These two fields are used to set system-wide Interaction Optimizer marketing campaign priorities. 4. Fill in the basic activity details, including: activity name, description, planned in market date, and planned end date. 5. Portrait Dialogue users optionally enter the product code and Interaction Optimizer users enter the third party system reference code. 6. Choose the channel(s) that the marketing activity should use. Portrait Dialogue users are restricted to outbound channels and Portrait Interaction Optimizer users are restricted to inbound channels. 7. Click Save. This saves the whole campaign as well as the newly created marketing activity. Adding activity-level budgets & forecasts You can create detailed marketing activity budget and forecasts on the campaign. This allows you to plan at the level of treatments set up within the activity: 1. Open the campaign that uses the marketing activity. Portrait HQ User Guide 23

24 Creating a new campaign 2. In the Plan step, open the marketing activity that should have an updated budget. 3. In the bottom, open the budget and forecast for the activity. 4. In the Budget & Forecast windows it is possible to enter costs or forecasted values for the campaign, the marketing activities and any offer related to the campaign. Note: You can delete this budget and forecast by clicking on the Delete button. Identifying over budget in-market activities If budget information has been added for the campaign, In-market activities that are performing over budget are shown in LiveView: 1. Open LiveView. 2. Look at the top right section called In market activities. Within that section there is a sub section called Budget. 3. Marketing activities that are performing over budget will appear in the left side of the micro chart, as red squares. You can also see over budget in-market campaigns in LiveView in the Campaign summary section. Watched campaigns will appear with their performance compared to budget in MyView. Marketing activities without budget information are shown under Unknown in the micro chart. Identifying behind target in-market activities You can find In-market campaigns that are performing behind target in LiveView: 1. Open LiveView. 2. Look at the top right section called In market activities Within that section there is a sub section called Target. 3. Marketing activities that are performing behind target will appear in the left side of the micro chart, as red squares. Creating offers (within activities) To create a new offer within a marketing activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign in which you want to create an offer. 3. Click Plan on the side menu. 4. Click the marketing activity that should use the new offer. 24 Portrait HQ 2.1

25 Chapter 4: Working with PD campaigns 5. Click Create new offer. 6. the offer details and click Save. 7. Click the Marketing Activity button to return to the previous screen. Creating a task To create and assign tasks within Portrait HQ, SharePoint Task integration must have been set up at time of install. You can create tasks by assigning them to a campaign and Portrait HQ user. Tasks help managers identify the current status of a marketing campaign (that is in the planning phase), and how close it is to completion. Tasks can be related to specific campaign steps, which will create links within the task to the specific campaign step. This way it is easier for the person working with the task to directly open up the step related to it. You can additionally manage Portrait HQ tasks through SharePoint and Microsoft Outlook's task list. Creating a marketing campaign task 1. Open the campaign that should be assigned the task. 2. Open the campaign step that should be related to the task, for example Design. 3. Click Create new task. 4. Enter all necessary information and click the Create button. Note: In case there is already an existing task that should be connected to the active campaign step, click Associate task and select the correct task. Creating independent tasks 1. Click on the HQ globe in the top right corner. 2. In the drop-down menu, select Create new task under Quick Links. Or, in the MyView window. 3. Click Create new task in the bottom right area called Quick Links. Identifying overdue tasks You can find an overview of tasks in LiveView: 1. Open LiveView. 2. An overview of tasks is shown in the section Planning and collaboration. This section is divided between tasks assigned to the logged in user (My tasks) and tasks the logged in user has delegated (Delegated tasks). 3. Click the number in the overview to open a list showing further details. Viewing/tracking Portrait HQ tasks in Microsoft Outlook You can track Portrait HQ tasks in Microsoft Outlook. To do this: Portrait HQ User Guide 25

26 Editing a campaign Your instance of Portrait HQ must be integrated with SharePoint (which can be used to store all Portrait HQ tasks) You need to enable sharing of tasks between SharePoint and your version of Microsoft Outlook. 1. To enable sharing of Portrait HQ tasks from SharePoint to Microsoft Outlook, navigate to the following SharePoint location: where: vm-pss-sharep is the name of your SharePoint server. 2. Click the Actions button and select Connect to Outlook. 3. Click Allow on the security popup. All Portrait HW tasks are displayed in your Outlook task window under the heading Portrait - Tasks. Editing a campaign To edit an existing campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. the name of the campaign you want to edit in the Search field. 3. Double-click the appropriate campaign in the Search results table. 4. Select an option from the side menu and make your changes. Editing campaign properties To edit campaign properties: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. the name of the campaign you want to edit in the Search field. 3. Double-click the appropriate campaign in the Search results table. 4. Click Properties on the side menu. 5. Update the name, description or planned marketing date information and click Save. 26 Portrait HQ 2.1

27 Chapter 4: Working with PD campaigns Editing budget and forecast information Entering budget and forecast data enables you to monitor the financial progress of your marketing campaigns, including under-performing and over-budget campaigns. Budget and forecast data is used in LiveView, MyView and Campaign monitoring as a way of showing campaign progress. In LiveView, budget & forecast numbers are used to position marketing activities in the block charts. Marketing activities are divided by their cost (compared to budgeted values) and their profit (compared to forecasted values). LiveView also shows an overview of campaign performance, summarized in charts. Campaign monitoring shows a collection of Key Performance Indicators (KPIs), different charts as well as an overview of campaign performance, split up on channels, offers and marketing activities. MyView offers a summarized view with charts similar to the charts shown in LiveView. In the absence of budget and forecast values, all of the above charts will show no values, limiting the overview of campaigns. To edit budget and forecast information: 1. Open the campaign that should have a budget. 2. Click Plan on the side menu and then the Campaign budget section in the middle part of the screen. 3. Update the campaign budget and forecast net revenue estimates and then click Save. Editing marketing activities Marketing activities are edited from within the campaign. Campaigns that are In Market cannot be changed, so they need to be set to Suspended before marketing activities within them can be changed. 1. Open the campaign in which the marketing activity is located. 2. Optional: If the campaign is in In Market state, change it to Suspended and click Save. 3. Open the Plan step. 4. Open the marketing activity that should be edited. 5. Make the desired changes to the marketing activity. 6. Save the campaign. 7. Optional: Change the campaign state back to In Market. Editing an offer To edit an existing offer associated with a marketing activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the offer. 3. Click Plan on the side menu. 4. Click the activity associated with the offer. 5. Click the offer you want to edit. 6. Update the details and click Save. Portrait HQ User Guide 27

28 Deleting a campaign Deleting a campaign To delete a campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that you want to delete. 3. Click Properties on the side menu. 4. Click Delete this campaign in the bottom right corner. 5. Click Yes. Note: It is not possible to delete campaigns that are Suspended or In market. Deleting marketing activities To delete a marketing activity associated with a campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the marketing activity to be deleted. 3. Click Plan on the side menu. 4. Click the Delete icon on the marketing activity you want to delete. 5. Click the Save button. Deleting offers (within activities) To remove an offer from an activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the offer that should be deleted. 3. Click Plan on the side menu. 4. Click the marketing activity associated with the offer you want to delete. 5. Click the Delete icon next to the offer and then click Save. Note: Clicking Delete removes the link between the marketing activity and the offer. It does not remove the offer from the database as it may be used in other marketing activities. 2. Designing campaigns Introduction Designing your campaign messages along with audience selection is the second phase of Portrait HQ's workflow solution. 28 Portrait HQ 2.1

29 Chapter 4: Working with PD campaigns During the design phase, you can: Create custom one-to-one outbound marketing messages Use predefined dialogue and audience selection templates to design your messages and select your audience Launch Visual Dialogue to create new customer dialogues Guided Dialogues enable you to create and execute simple campaigns in Portrait HQ without having to first build a dialogue within Visual Dialogue. You can choose a Dialogue template to guide you through the set of steps to configure the campaign dialogue. Each of these steps corresponds to a simple question which you can answer directly, or browse to campaign materials accessible from the HQ. The guided dialogue templates are initially set up in Visual Dialogue and specify which objects need to be chosen in order for the dialogue to be complete. These are the objects selected in the HQ, and as a result, a new dialogue is automatically created in Visual Dialogue. If the dialogue template has been set up to support automatic execution, the dialogue will also execute when the HQ campaign is set to In Market. If you need to set up a new dialogue or template for use in Portrait HQ, you can select the Visual Dialogue option. The purpose of setting up a dialogue template is to make it possible to re-use common dialogue structures. You can also use dialogue templates to create Guided Dialogues in the Portrait HQ. For more information on creating dialogue templates, see Dialogue Templates in the Visual Dialogue Help file. Creating Portrait Dialogue dialogues Designing activities with Guided Dialogues You can use the Guide Dialogue option within Portrait HQ to implement a marketing activity design. 1. In Portrait HQ, open a campaign that contains a marketing activity that should be implemented using a Guided Dialogue. 2. Open the Plan step of the campaign. 3. Create a marketing activity if one does not already exist. 4. Open the Design step of the campaign. 5. Click on Create new guided dialogue. 6. Select the dialogue template to be used for the Guided Dialogue and press OK. Note: You can view a snapshot of the template message by clicking the double arrow icon on the right side of the dialogue. 7. Follow the steps in the Guided Dialogue wizard and select all objects and answer all questions provided. Viewing a sample of selected customers Portrait HQ User Guide 29

30 Creating Portrait Dialogue dialogues Within the Guided Dialogue wizard you can view a sample set of customers that a specific selection applies to: 1. Using the Guided Dialogue Wizard, continue to the step that has a question for selection. 2. Press the Select selection button and choose a selection from the popup that appears. 3. Press the View sample button when a selection has been selected. The dialog that appears will show a random sample of customers that apply to the selection, displayed with a subset of their customer details on a customer card. Clicking on the + or - button shows more or less cards within the dialog. Automatically executing Guided Dialogue You can implement marketing activities with Guided Dialogues to start automatically when the campaign goes In market by configuring the dialogue template so that it executes automatically: 1. Open a Dialogue template within Visual Dialogue. 2. In the Dialogue Template properties, in the tab Campaign setup, choose The dialogue will be fully automated. 3. Automate all dialogue operations using waterfall, event triggered or time controlled execution. How this is performed is explained in more detail in the Visual Dialogue help files. 4. Set the first operation (the starting selection) in the dialogue template to scheduled and schedule the next run to a date and time BEFORE the current date and time. When a campaign uses the set up dialogue template to create a new dialogue, that dialogue will be inactivated. When the related campaign is set in market, the dialogue will be activated and execute the initial selection operation according to the schedule. Creating new messages in Guided Dialogue 1. New messages can be created in the Guided Dialogue flow by clicking the New template button. 2. This opens the Message Designer where you can create a new message template. 30 Portrait HQ 2.1

31 Chapter 4: Working with PD campaigns Note: For more information on using the Message Designer, see the Portrait Dialogue Web Portal or Visual Dialogue help files. Assigning dialogues to campaigns You can create outbound campaign communications by assigning a dialog to a campaign through the Design step of the campaign editor in Portrait HQ: 1. Create a new campaign or open an existing campaign. 2. In the left menu bar, clickdesign. 3. Hover over Create new Dialogue and a drop-down will appear. 4. Choose either to create a Guided Dialogue or connect the campaign to an existing dialogue. Note: Connecting dialogues to campaigns can also be done using the Guided Dialogue flow. Activating and deactivating dialogues When a dialogue is assigned to a campaign in Portrait HQ or Visual Dialogue, the dialogue is activated and deactivated as the campaign is launched, suspended, resumed or ended. The start and end dates of the dialogue are synchronized with the actual market dates of the campaign. Scheduled operations in the dialogue are also synchronized with the actual In-market date of the campaign. This happens regardless of whether the dialogue is set to be fully automated, or executed manually. Note: This behavior can be turned off for dialogues executed manually by setting the parameter PSSAlwaysUpdateDialogueExecution in Dialogue Admin to False. 3. Launching campaigns Introduction Launching your campaign is the third phase of Portrait HQ's workflow solution. During the launch phase, you can launch, suspend or end your campaign. Campaigns can only be launched after all planning prerequisites have been met. This typically includes setting up: Basic campaign details Activities and offers associated with a campaign Inbound or outbound channels associated with an activity Message dialogues and audience selections associated with a campaign Portrait HQ User Guide 31

32 Launching campaigns Launching campaigns To launch a campaign: 1. Open the campaign you want to launch. 2. Click Launch on the side menu. 3. Check all prerequisites have been completed successfully. In the example screenshot below, all planning steps have not been completed successfully. This means they need to be addressed prior to launching the campaign. 4. Once you have a green tick against all prerequisites, click the Launch button where you can launch the campaign immediately, or specify a time and date in the future. Note: If you set the campaign launch date to be 10 mins from the current time, the campaign's status may not change to In Market for another hour. However, all treatments or activities will be started as soon as the actual in market time is reached. If you have enabled the campaign approval setting, launching campaigns may be restricted to certain users. Changing or updating in-market campaigns In order to update a campaign, you need to pause it. 1. Open the campaign to be paused. 2. Click Launch on the side menu. 3. Click the Suspend button. 4. Make your changes. 5. Return to the Launch screen using the side menu option and click the Launch button. 32 Portrait HQ 2.1

33 Chapter 4: Working with PD campaigns 4. Monitoring campaigns Introduction Monitoring your campaign is the fourth phase of Portrait HQ's workflow solution. During the monitor phase, you can see how well a campaign has performed compared to the budgeted and forecasted values. The Monitor screen provides detailed information about campaign progress, and compares the campaign progress to the values entered in the budget and forecast. Campaign monitoring also allows the user to drill down into more detail about campaigns, marketing activities and offers. Different views on the monitoring page allows the user to identify how an underperforming campaign can be improved. Note: The Campaign monitoring view is only available for campaigns that are In Market, Finished or Suspended. Selecting campaigns to watch Campaigns on the watch list will show up on MyView in the section Campaigns to watch. You can add campaigns to the watch list from within the Portrait HQ: 1. Open the campaign to be added to the watch list. 2. Open the Properties page. 3. Click the checkbox Watch this campaign. 4. Save the campaign. Identifying overdue in-planning campaigns You can find in-planning campaigns that are overdue in LiveView: 1. Open LiveView. 2. Look at the top left section called Pending. Within that section there is a sub section called Time to market. 3. Campaigns that have not been launched and put In market, although their planned start date has passed, are showed as red squares to the far left, under Late. 4. The section Campaigns by outstanding tasks shows an overview of unfinished tasks per campaign. This identifies any tasks that need to be finished before the campaign can be put In Market. Portrait HQ User Guide 33

34 Showing different monitoring charts Showing different monitoring charts The chart area of the Campaign monitoring view can be changed to show a number of different graphs: 1. Open the campaign that you wish to see the monitoring view of. Note: The campaign needs to be In market, Suspended or Finished as well as having response data connected to it. 5. Evaluating campaigns Introduction Evaluating your campaign is the fifth and final phase of Portrait HQ's workflow solution. During the evaluate phase, you can rate the campaign by clicking on the star icons and adding a text comment. After you have rated the campaign's performance you can then update the campaigns status to closed. The campaign no longer appears in LiveView but is still present in recent work in MyView. 34 Portrait HQ 2.1

35 Chapter 4: Working with PD campaigns Offer management and response logging flow Offer & response logging is the way Portrait HQ receives campaign progress data from Portrait Dialogue or another external campaign system. Setting up offer and response logging in a correct way enables the capture of campaign progress data, and uses this data together with budget and forecast values. Logging offers with message templates You can log offers when sending s by assigning offers to message templates in the Message Designer in Visual Dialogue. 1. Open an existing Message Designer template. 2. Edit the message area you want to attach an offer to by clicking the Edit item button. 3. In the Edit window, in the Item Properties area, click on Edit offer relations. 4. Select the campaign which contains the offer and then select the offer from in the drop-down. 5. Double-click an offer from the tree view presented after the campaign has been chosen. The offer will be moved up to the list Associated offers. 6. You can remove an offer by clicking the red cross to the left of the offer in the Associated offers list. Logging offers with content objects You can log offers when sending s by assigning offers to content objects within the Content Object designer in Visual Dialogue. In the content objects designer there are content items and content rules. Offers assigned to a Content Objects used within a message template will be automatically logged to any customer who receives the message template. The customer will only be logged offers related to the content item they actually received. Offers are added within content items by editing the properties of the item: 1. Open an existing Content Object or create a new one. 2. Create a new Content Item or edit an existing Content Item in the Properties of Content Item dialog. 3. In the Item offer section press the button to choose the Item Offer. 4. In the Select offer dialog select the campaign which contains the offer you wish to log. 5. Choose the offer you wish to add to the content item form the tree view displayed in the Select offer dialog. Logging offers with the offer logging operation You can log offers with the offer logging operation within the Dialogue designer in Visual Dialogue. Customers who pass through this operation have offer logs recorded about them. 1. In Visual Dialogue, open a dialogue that is connected to a campaign. 2. Add a Log campaign offers operation to a group. 3. Open the Operation properties windows by double-clicking the newly added operation. Portrait HQ User Guide 35

36 Logging responses with the response logging operation 4. In the Offers section click the button to open the Select Offers window. 5. Click the + button to add a new offer to the operation. 6. Choose an offer in the tree view of the Select offer or press Browse and choose another campaign from which to choose an offer. 7. You can remove an offer from the operation by clicking on the - button. Logging responses with the response logging operation Logging responses with the Response Logging operation is done within the dialog designer in Visual Dialogue. The purpose of logging responses is to register customer responses to offers or treatments. This includes capturing any related response data such as response type, product code or response value. 1. In Visual Dialogue, open a dialogue that is connected to a campaign. 2. Add a Log campaign response operation to a group. 3. Choose Behaviour type of the response. NB! This must correspond to the behaviour type of the Marketing activity in which the offer has been made. 4. Choose Response type. NB! Negative responses will be registered but not shown in Campaign monitoring. They are registered in the HQ database for reporting purposes. 5. Choose which offer the response refers to. 6. If necessary, choose a selection to use for selecting which customers the response should be logged to. Checklist for correct response logging 1. Make sure that the dialogue that logs responses is connected to a campaign in HQ. 2. Verify that that the correct parameters have been set in the Log campaign response operation(s) (offer, treatment, any conditions). 3. Optional: When using a condition in the Log campaign response operation, make sure there are customers the condition applies to. 36 Portrait HQ 2.1

37 Chapter 4: Working with PD campaigns 4. Optional: When using Product code, verify that the product code used in the dialogue is the same as the one used in the campaign (either on the Offer itself or on the Marketing Activity). Responses will not be registered if the product code is not the same in both places. 5. Execute the Log campaign response operation(s). 6. Responses will be logged in HQ when the Portrait DW Populate SSIS package (data transfer job) has been run. Note The package is set to run every hour by default as a part of the installation, but can be executed manually from within SQL management studio. It can also be scheduled to run at any desired interval. 7. After the SSIS package is run, any responses will be visible in Campaign monitoring. Logging treatments with operations You can additionally log treatments within any operation in a dialogue designer in Visual Dialogue. Customers who pass through this operation additionally have treatment logs recorded about them. 1. In Visual Dialogue, open a dialogue that is connected to a campaign. 2. In Dialogue designer, open the Edit window of an operation. 3. Optionally select the branch of the operation to log the treatment. 4. In the bottom of the Dialogue Properties window, the treatment can be selected. Branches with treatment logging configured are marked in Dialogue Designer. Portrait HQ User Guide 37

38

39 Working with IO campaigns 5 In this section: 1. Planning campaigns Designing campaigns Launching campaigns Monitoring campaigns Evaluating campaigns Creating dialogue messages Creating audience selections Creating global selections Simulating live IO campaigns

40 1. Planning campaigns 1. Planning campaigns Introduction Planning is the first phase of Portrait HQ's workflow solution, and is designed to help you through the campaign building process. During the planning phase, you can: Create marketing activities Select your delivery channel, for example Web, SMS, Facebook, and Call Set campaign budget and forecast targets. Budget and forecast can be defined on a campaign level as well as on an individual marketing activity level. Create marketing activities and offers Assign campaign planning tasks to a user (linked to a marketing activity) Note: Prior to launching your campaign all mandatory planning steps must be completed, for example, you must create a marketing activity associated with the campaign and select a delivery channel. In terms of status, you can refer to the percentage complete score on the left side menu or on the Overview screen. Creating a new campaign To create a new campaign: 1. Click the Campaign Designer icon on the top menu. 2. a name and description for the campaign. 3. Optionally provide the planned dates if you know them. You can edit these details later. 4. Click Create. The Campaign planned activities and forecast screen appears. Enabling campaign prioritization You can choose to enable or disable campaign prioritization, that is, specify the order in which campaign offers are delivered. Changes made here affect all Interaction Optimizer created campaigns. For more information on campaign prioritization, see About campaign prioritization strategy (IO/HQ) on page 19. To enable prioritization: 1. Click the HQ icon in the top left of the screen and select Prioritization Strategy. 2. Check the On option in the Priority Settings field. 40 Portrait HQ 2.1

41 Chapter 5: Working with IO campaigns 3. Select your High and Low priority options for Marketing Activity Priority and Score. 4. Click on the Marketing Activity row and select the priority order for each marketing activity type. Adding campaign-level budgets & forecasts Entering budget and forecast data enables you to monitor the financial progress of your marketing campaigns, including under-performing and over-budget campaigns. Budget and forecast data is used in LiveView, MyView and Campaign monitoring as a way of showing campaign progress. In LiveView, budget & forecast numbers are used to position marketing activities in the block charts. Marketing activities are divided by their cost (compared to budgeted values) and their profit (compared to forecasted values). LiveView also shows an overview of campaign performance, summarized in charts.campaign monitoring shows a collection of Key Performance Indicators (KPIs), different charts as well as an overview of campaign performance, split up on channels, offers and marketing activities. MyView offers a summarized view with charts similar to the charts shown in LiveView. In the absence of budget and forecast values, all of the above charts will show no values, limiting the overview of campaigns. To add budget and forecast information (optional): 1. Open the campaign that should have a budget. 2. Click Plan on the side menu and then the Campaign budget section in the middle part of the screen. 3. Enter the campaign budget and forecast net revenue estimates and then click Save. Note: You can also add budget and forecast information for one or more activities. For more information, see Adding activity-level budgets & forecasts on page 23. Creating marketing activities Campaigns comprise one or more marketing activities which are used to achieve your business objective. Marketing activities can be delivered over one or more channels and can contain offers. Use the following procedure to create a new marketing activity. Activities form part of the planning stage and are directly linked to campaigns. Note: Procedures vary slightly depending on whether you are creating Portrait Dialogue or Portrait Interaction Optimizer activities. 1. Open the campaign in which the marketing activity should be located. 2. Open the Plan step. 3. Click Create new marketing activity. Interaction Optimizer users select the relevant marketing activity type, e.g. Revenue, Retention etc. Interaction Optimizer users select the priority of the activity. These two fields are used to set system-wide Interaction Optimizer marketing campaign priorities. Portrait HQ User Guide 41

42 Creating a new campaign 4. Fill in the basic activity details, including: activity name, description, planned in market date, and planned end date. 5. Portrait Dialogue users optionally enter the product code and Interaction Optimizer users enter the third party system reference code. 6. Choose the channel(s) that the marketing activity should use. Portrait Dialogue users are restricted to outbound channels and Portrait Interaction Optimizer users are restricted to inbound channels. 7. Click Save. This saves the whole campaign as well as the newly created marketing activity. Adding activity-level budgets & forecasts You can create detailed marketing activity budget and forecasts on the campaign. This allows you to plan at the level of treatments set up within the activity: 1. Open the campaign that uses the marketing activity. 2. In the Plan step, open the marketing activity that should have an updated budget. 3. In the bottom, open the budget and forecast for the activity. 4. In the Budget & Forecast windows it is possible to enter costs or forecasted values for the campaign, the marketing activities and any offer related to the campaign. Note: You can delete this budget and forecast by clicking on the Delete button. Identifying over budget in-market activities If budget information has been added for the campaign, In-market activities that are performing over budget are shown in LiveView: 1. Open LiveView. 2. Look at the top right section called In market activities. Within that section there is a sub section called Budget. 3. Marketing activities that are performing over budget will appear in the left side of the micro chart, as red squares. You can also see over budget in-market campaigns in LiveView in the Campaign summary section. Watched campaigns will appear with their performance compared to budget in MyView. Marketing activities without budget information are shown under Unknown in the micro chart. Identifying behind target in-market activities You can find In-market campaigns that are performing behind target in LiveView: 42 Portrait HQ 2.1

43 Chapter 5: Working with IO campaigns 1. Open LiveView. 2. Look at the top right section called In market activities Within that section there is a sub section called Target. 3. Marketing activities that are performing behind target will appear in the left side of the micro chart, as red squares. Creating offers (within activities) To create a new offer within a marketing activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign in which you want to create an offer. 3. Click Plan on the side menu. 4. Click the marketing activity that should use the new offer. 5. Click Create new offer. 6. the offer details and click Save. 7. Click the Marketing Activity button to return to the previous screen. Creating a task To create and assign tasks within Portrait HQ, SharePoint Task integration must have been set up at time of install. You can create tasks by assigning them to a campaign and Portrait HQ user. Tasks help managers identify the current status of a marketing campaign (that is in the planning phase), and how close it is to completion. Tasks can be related to specific campaign steps, which will create links within the task to the specific campaign step. This way it is easier for the person working with the task to directly open up the step related to it. You can additionally manage Portrait HQ tasks through SharePoint and Microsoft Outlook's task list. Creating a marketing campaign task 1. Open the campaign that should be assigned the task. 2. Open the campaign step that should be related to the task, for example Design. 3. Click Create new task. 4. Enter all necessary information and click the Create button. Note: In case there is already an existing task that should be connected to the active campaign step, click Associate task and select the correct task. Creating independent tasks 1. Click on the HQ globe in the top right corner. 2. In the drop-down menu, select Create new task under Quick Links. Or, in the MyView window. 3. Click Create new task in the bottom right area called Quick Links. Portrait HQ User Guide 43

44 Editing a campaign Identifying overdue tasks You can find an overview of tasks in LiveView: 1. Open LiveView. 2. An overview of tasks is shown in the section Planning and collaboration. This section is divided between tasks assigned to the logged in user (My tasks) and tasks the logged in user has delegated (Delegated tasks). 3. Click the number in the overview to open a list showing further details. Viewing/tracking Portrait HQ tasks in Microsoft Outlook You can track Portrait HQ tasks in Microsoft Outlook. To do this: Your instance of Portrait HQ must be integrated with SharePoint (which can be used to store all Portrait HQ tasks) You need to enable sharing of tasks between SharePoint and your version of Microsoft Outlook. 1. To enable sharing of Portrait HQ tasks from SharePoint to Microsoft Outlook, navigate to the following SharePoint location: where: vm-pss-sharep is the name of your SharePoint server. 2. Click the Actions button and select Connect to Outlook. 3. Click Allow on the security popup. All Portrait HW tasks are displayed in your Outlook task window under the heading Portrait - Tasks. Editing a campaign To edit an existing campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. the name of the campaign you want to edit in the Search field. 44 Portrait HQ 2.1

45 Chapter 5: Working with IO campaigns 3. Double-click the appropriate campaign in the Search results table. 4. Select an option from the side menu and make your changes. Editing campaign properties To edit campaign properties: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. the name of the campaign you want to edit in the Search field. 3. Double-click the appropriate campaign in the Search results table. 4. Click Properties on the side menu. 5. Update the name, description or planned marketing date information and click Save. Editing budget and forecast information Entering budget and forecast data enables you to monitor the financial progress of your marketing campaigns, including under-performing and over-budget campaigns. Budget and forecast data is used in LiveView, MyView and Campaign monitoring as a way of showing campaign progress. In LiveView, budget & forecast numbers are used to position marketing activities in the block charts. Marketing activities are divided by their cost (compared to budgeted values) and their profit (compared to forecasted values). LiveView also shows an overview of campaign performance, summarized in charts. Campaign monitoring shows a collection of Key Performance Indicators (KPIs), different charts as well as an overview of campaign performance, split up on channels, offers and marketing activities. MyView offers a summarized view with charts similar to the charts shown in LiveView. In the absence of budget and forecast values, all of the above charts will show no values, limiting the overview of campaigns. To edit budget and forecast information: 1. Open the campaign that should have a budget. 2. Click Plan on the side menu and then the Campaign budget section in the middle part of the screen. 3. Update the campaign budget and forecast net revenue estimates and then click Save. Editing marketing activities Marketing activities are edited from within the campaign. Campaigns that are In Market cannot be changed, so they need to be set to Suspended before marketing activities within them can be changed. 1. Open the campaign in which the marketing activity is located. 2. Optional: If the campaign is in In Market state, change it to Suspended and click Save. 3. Open the Plan step. 4. Open the marketing activity that should be edited. 5. Make the desired changes to the marketing activity. 6. Save the campaign. 7. Optional: Change the campaign state back to In Market. Portrait HQ User Guide 45

46 Deleting a campaign Editing an offer To edit an existing offer associated with a marketing activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the offer. 3. Click Plan on the side menu. 4. Click the activity associated with the offer. 5. Click the offer you want to edit. 6. Update the details and click Save. Deleting a campaign To delete a campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that you want to delete. 3. Click Properties on the side menu. 4. Click Delete this campaign in the bottom right corner. 5. Click Yes. Note: It is not possible to delete campaigns that are Suspended or In market. Deleting marketing activities To delete a marketing activity associated with a campaign: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the marketing activity to be deleted. 3. Click Plan on the side menu. 4. Click the Delete icon on the marketing activity you want to delete. 5. Click the Save button. Deleting offers (within activities) To remove an offer from an activity: 1. Click the HQ icon in the top left of the screen and select All campaigns. 2. Search for the campaign that uses the offer that should be deleted. 3. Click Plan on the side menu. 4. Click the marketing activity associated with the offer you want to delete. 5. Click the Delete icon next to the offer and then click Save. Note: Clicking Delete removes the link between the marketing activity and the offer. It does not remove the offer from the database as it may be used in other marketing activities. 46 Portrait HQ 2.1

47 Chapter 5: Working with IO campaigns 2. Designing campaigns Introduction Designing your campaign messages along with audience selection is the second phase of Portrait HQ's workflow solution. During the design phase, you can: Create custom one-to-one in-bound (Portrait Interaction Optimizer) marketing messages Create audience selection lists based on your custom selections, predefined lists or scoring rules Create your message response or fulfillment action Note: In terms of launch status, you can refer to the percentage complete score on the left side menu or view the Overview screen. Creating Interaction Optimizer dialogues You can create campaign dialogues directly in Portrait HQ's Inbound Dialogue editor. This includes: 1. Defining your target audience 2. Selecting your message and offer 3. Choosing your response action For information on creating messages and selections for use with Interaction Optimizer dialogues, see Creating IO messages on page 52 and Creating IO selections on page 55 respectively. Note: Prior to creating a dialogue, you must have previously created a campaign activity (inbound channel) to which you can link the dialogue. 1. Selecting your audience To select your audience: Note: Prior to creating a new dialogue, you must have previously created a campaign activity (inbound channel) to which you can link the dialogue. 1. In Portrait HQ, use the search option to find a campaign with an existing activity and click Design (side menu option). 2. Click the Inbound Dialogue option and select the activity you want to associate the dialogue with. 3. Click Step 1: Audience and select one or more of the following predefined selections: Portrait HQ User Guide 47

48 3. Launching campaigns Selections: Selections you have previously created using the Selection Designer. List: Customer lists imported from third party systerms or sources. Predictive or Adaptive: Identifying customers using a scoring engine Note: For more information on audience selection, see About audience selection on page Click Save. 2. Choosing your message Use the following procedure to select your campaign activity message. If you need to create a new message, see Creating IO messages on page 52 for more information. 1. In Portrait HQ, use the search option to find your campaign with an existing activity and click Design (side menu option). 2. Click Inbound Dialogue and select the activity you want to associate the message with. 3. Click Step 2: Messaging and choose your message and offer associated with the activity. 4. Once you have selected your message and offer, click Save. 3. Selecting your response To select your dialogue response: Note: Prior to creating a new dialogue, you must have previously created a campaign activity (inbound channel) to which you can link the dialogue. 1. In Portrait HQ, use the search option to find your campaign with an existing activity and click Design (side menu option). 2. Click Inbound Dialogue and select the activity you want to associate the response with. 3. Click Step3: Response and choose the response associated with the activity. 4. Once you have selected your message and offer, click Save. Note: If you are completely finished with your campaign dialogue, ensure you check the Mark dialogue step as complete option on the Design homepage. 3. Launching campaigns Introduction Launching your campaign is the third phase of Portrait HQ's workflow solution. 48 Portrait HQ 2.1

49 Chapter 5: Working with IO campaigns During the launch phase, you can launch, suspend or end your campaign. Campaigns can only be launched after all planning prerequisites have been met. This typically includes setting up: Basic campaign details Activities and offers associated with a campaign Inbound or outbound channels associated with an activity Message dialogues and audience selections associated with a campaign Launching campaigns To launch a campaign: 1. Open the campaign you want to launch. 2. Click Launch on the side menu. 3. Check all prerequisites have been completed successfully. In the example screenshot below, all planning steps have not been completed successfully. This means they need to be addressed prior to launching the campaign. 4. Once you have a green tick against all prerequisites, click the Launch button where you can launch the campaign immediately, or specify a time and date in the future. Note: If you set the campaign launch date to be 10 mins from the current time, the campaign's status may not change to In Market for another hour. However, all treatments or activities will be started as soon as the actual in market time is reached. If you have enabled the campaign approval setting, launching campaigns may be restricted to certain users. Changing or updating in-market campaigns In order to update a campaign, you need to pause it. 1. Open the campaign to be paused. 2. Click Launch on the side menu. 3. Click the Suspend button. 4. Make your changes. 5. Return to the Launch screen using the side menu option and click the Launch button. Portrait HQ User Guide 49

50 4. Monitoring campaigns 4. Monitoring campaigns Introduction Monitoring your campaign is the fourth phase of Portrait HQ's workflow solution. During the monitor phase, you can see how well a campaign has performed compared to the budgeted and forecasted values. The Monitor screen provides detailed information about campaign progress, and compares the campaign progress to the values entered in the budget and forecast. Campaign monitoring also allows the user to drill down into more detail about campaigns, marketing activities and offers. Different views on the monitoring page allows the user to identify how an underperforming campaign can be improved. Note: The Campaign monitoring view is only available for campaigns that are In Market, Finished or Suspended. Selecting campaigns to watch Campaigns on the watch list will show up on MyView in the section Campaigns to watch. You can add campaigns to the watch list from within the Portrait HQ: 1. Open the campaign to be added to the watch list. 2. Open the Properties page. 3. Click the checkbox Watch this campaign. 4. Save the campaign. Identifying overdue in-planning campaigns You can find in-planning campaigns that are overdue in LiveView: 1. Open LiveView. 2. Look at the top left section called Pending. Within that section there is a sub section called Time to market. 3. Campaigns that have not been launched and put In market, although their planned start date has passed, are showed as red squares to the far left, under Late. 4. The section Campaigns by outstanding tasks shows an overview of unfinished tasks per campaign. This identifies any tasks that need to be finished before the campaign can be put In Market. 50 Portrait HQ 2.1

51 Chapter 5: Working with IO campaigns Showing different monitoring charts The chart area of the Campaign monitoring view can be changed to show a number of different graphs: 1. Open the campaign that you wish to see the monitoring view of. Note: The campaign needs to be In market, Suspended or Finished as well as having response data connected to it. 5. Evaluating campaigns Introduction Evaluating your campaign is the fifth and final phase of Portrait HQ's workflow solution. During the evaluate phase, you can rate the campaign by clicking on the star icons and adding a text comment. After you have rated the campaign's performance you can then update the campaigns status to closed. The campaign no longer appears in LiveView but is still present in recent work in MyView. Portrait HQ User Guide 51

52 Creating dialogue messages Creating dialogue messages About dialogue messages Each marketing campaign requires at least one message describing a customer offer. The message contains text that defines the actual offer, and references an inbound channel through which the message is offered. This lets you deliver different message collateral to different channels for a single marketing campaign. The message should explain the offer that is available to the customer, and provide a prompt for the agent. For example: New credit card offering 0% on balance transfers for 6 months. When a customer calls a call center, ask if they want a new credit card. You can create messages manually within Portrait HQ or import messages from external systems, providing your system has been suitably configured. For more information, see the Interaction Optimizer Administration Guide. Creating IO messages To create a new Interaction Optimizer dialogue message which can then be associated with marketing activity (campaigns): 1. On the Portrait HQ main menu, select Messages and then Create new message. The Message designer window appears. 52 Portrait HQ 2.1

53 Chapter 5: Working with IO campaigns 2. a name for the message in the field. 3. a short summary of the message in the Prompt field. Note: This is used by third party applications where the operator views a list of summary offers on the screen and then clicks one for more information. 4. your message in the main editing screen. To automatically personalize your messages, ensure you use the automated field values which can be dragged into the message window. For example, if you wanted to personalize your message with the customer s first name, click Customer on the left side menu and drag the First variable to the message screen and place it where you want it. Note: Note: The format of personalized values, for example, mm/dd/yyyy or dd/mm/yyyy can be changed by re-configuring your system. Instructions on how to apply different value formats can be found in the installation guide. If Boolean (True/False) fields are added to messages, then the message presented to the customer will contain the string True or False, irrespective of the language of your Interaction Optimizer installation. If you want translated True or False strings to appear in your messages, then you should configure a reference data field to contain the translated values. 5. Click Save when you have finished. Portrait HQ User Guide 53

54 Creating audience selections Creating audience selections About audience selection Interaction Optimizer and Portrait HQ users can create custom audience selection lists and rules, or alternatively, import customer lists or scores from third party applications to determine whether a customer is eligible for a particular campaign activity. Note: You must create a marketing activity prior to linking it to an audience selection list (that is, Selection, List, Rule or Score). Selections You can use Portrait HQ to create your own selection lists based on any number of criteria including age, sex and name. The Selections editor in Portrait HQ lets you set up selections as groups of criteria where you can select whether you want All of, Any of, None of, or Not all of in the drop down selection list. You can also drag and drop one criterion onto another. Lists You can use Portrait HQ to import customer lists from other applications and link them to marketing activities. Selections Rules are used to determine whether a customer is eligible for a particular campaign activity and are evaluated in real time when the customer calls in, and the interaction is only displayed if all conditions associated with it are met. Rules consist of a comparison between two values that typically exist in the customer context they relate to the customer (such as age, gender, address) and interaction information (for example, the channel in use, the reason for the call, the time of the call) held by, or accessible to, Interaction Optimizer. The values compared may be: Literals. Constant values that you type in to the Designer. For example, "Smith", 23 or 12:37. Customer fields. Known customer and interaction attribute values such as age, gender, name and current balance. Marketing Activity fields. Properties of the marketing activity that you are carrying out, such as the score value you have applied to the recommendation. Derived fields. Values created by transforming customer fields with functions. The Selection designer in Portrait HQ lets you set up rules as groups of different conditions. The conditions are displayed in the editor within which you can drag-and-drop the groups and conditions to reorder them. Scores 54 Portrait HQ 2.1

55 Chapter 5: Working with IO campaigns Scores let you associate a customer-specific value to a customer interaction. This value can be used to prioritize the interaction in real-time. There are two types of scoring, Predictive and Adaptive. Predictive scores are created in a separate analytical application (for example Portrait Miner) while adaptive scores are created from incoming campaign responses over time. Once they have been loaded into the scoring engine, you can assign them to a marketing campaign or activity. Each score has one or more inputs and, typically, a single output value. Each input value must be mapped to the customer context that Interaction Optimizer can evaluate, while the output value must also be mapped to the customer context, by default to the interaction score. Creating IO selections Use this procedure to create a new Interaction Optimizer selection (target audience) which can then be associated with marketing activities (campaigns). 1. On the top menu, click Selection designer. 2. a name and description for your selection. 3. Select whether you want All of, Any of, None of, or Not all of in the drop down selection list. Note: This is used in association with the fields you will select on the left hand side. 4. Using the field values on the left side menu to build your selection list. Notes: To add a field value to your selection criteria, drill down the side menu. When you have located your value, click and drag it to the middle of the screen. A rules dialog will pop up for the value where you can specify value ranges/limits. You can build a combination of and/or selection criteria. To do this, hover over the right side of the value added to your selection list. A decrease/increase indent option will appear. Selecting the indent option allows you to create sub level criteria and further refine your All of, any of, none of, and Not all of criteria. You can build your own custom derived fields using data objects, mathematical and text functions. To do this, click on Derived fields to launch the Derived fields designer. Click the option/s you need and specify your value/s. Once you have completed this you can then add your derived field information to your selection list, similar to all other fields. For a full reference guide to the functions that you can use in derived fields, see IO selection functions on page Click Save. Building selections that target secondary audiences By default Interaction Optimizer uses only one audience for the recommendations that it delivers - the 'customer'. It serves up recommendations relevant to a particular customer, tracks which customer has received recommendations, and which customer has responded to the recommendations he/she has received. However, it is possible to add additional recommendation audiences to Interaction Optimizer, so that it is possible to make and track recommendations at a level other than 'customer'. For example, you may want to create a secondary audience based on the account that a customer holds. Portrait HQ User Guide 55

56 Creating IO selections The secondary audience feature works on the basis of nominating one or more entity collections as secondary audiences and creating selections that target them. For each secondary audience, you need to select one and only one secondary audience identifier. Instructions on how to set up secondary audiences and identifiers can be found in Interaction Optimizer administration guide. When a prompt is returned by Interaction Optimizer, it will have passed all applicable selection criteria and if any of the selection criteria that executes involves tests on a secondary audience then the identifier is included as part of the prompt returned by Interaction Optimizer. The process of returning matching secondary audience identifiers with a prompt is closely related to the way Interaction Optimizer evaluates selections. Selections are evaluated as efficiently as possible. However this has implications for the way in which selections that target secondary audiences are structured. Consider the following two conditions (where 'Accounts' and 'AccountNumber' have been setup as secondary audience and identifier respectively): Condition 1: Condition 2: While these two are logically identical, there is a difference in the way they are evaluated. In the first case, the selection filters Accounts for those of type 'SAVINGS' and if some are found, Interaction Optimizer can immediately conclude that the selection succeeds and will return those 'SAVINGS' accounts 56 Portrait HQ 2.1