Results
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95% time saving when configuring complex dynamic content variants
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up to 50% direct sales boost (upgrades contributed to sales increases reaching 50%)
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scale: personalisation now ubiquitous
The Challenge
Adobe Campaign Standard’s “Dynamic Content” feature makes most types of content personalisation possible, but when scaled, personalisation is frustrated by interface limitations.
- You can dynamically define which content should be displayed to any recipients, based on specific identity & behavioural attributes.
- In practice, the depth of experience required to construct these conditions from scratch is usually concentrated within a small number of over-worked developers, or people who long ago left the business.
- In practice, ACS lacks a scalable proofing solution for dynamic content, which prohibitively inflates QA burden & blocks scale.
Joules’s business case for migrating to ACS was built upon scaled personalisation. As their ACS implementation partner, DMPG were committed to enabling this.
The Solution
Step 1: Workflow Template and Predefined filters
DMPG mapped the entire data architecture & distilled targetable attributes into a series of predefined filters. A workflow template allows users to easily configure segmentation using those filters. Segment tracking codes, profile substitution and control group audiences are also enabled in the workflow itself.
- human error risk – eliminated
- build speed – revolutionised
- personalisation – unbounded
Step 2: Delivery template with rapid proofing
With DMPG’s Hyper-Segmentation delivery template, the dynamic content configuration is already pre-built. Once content is added into each variant placeholder, Joules can select any segment to proof. This is achieved via a simple drop down selection & overcomes a major shortcoming of the tool. An extension of the delivery schema allows for a different subject line and preheader for each variant. Multivariate Testing have never been so easy to conduct, fully proof and report back on.
