08-03-2017 03:10 PM
With this release, the preferred device language setting for both iOS and Android mobile operating systems is collected and available for reporting.
The ability to map SAS Marketing Automation treatments to SAS Customer Intelligence 360 messages has been extended to include the custom detail types of picklists, formats, and multiple lines. Treatments that contain these types of custom details can be converted to SAS Customer Intelligence 360 messages. The customer details are automatically converted to message properties. For example, a predefined picklist that is associated with a text or numeric type custom detail in SAS Marketing Automation is imported as a picklist that is part of the message custom property. Custom details that are not currently supported by messages are not converted.
A customer journey is a set of actions, or touchpoints, that a customer takes before converting. These touchpoints often cross channels, devices, and sessions. For example, a customer might click a paid search result for a product and then see an ad for that product in a social media feed. In addition, the customer might receive an email or a message on a mobile device about the product. How do you know which of these touchpoints—the search result, social media ad, email, or mobile message—contributed to the final conversion?
Attribution is the process of identifying touchpoints along a customer journey and assigning credit to those touchpoints so that you can analyze the contribution of each touchpoint toward the conversion. Marketing attribution helps you analyze the impact and business value of company-generated marketing interactions to make the best marketing investment decisions.
There are two types of attribution models.
Release 17.08 sees the first phase of our attribution capabilities. In this release, the marketer can use a variety of techniques (rules and algorithmic) to apportion credit to any predefined conversion event. The available methods are listed in this screenshot:
The Analytic model is based on a machine learning algorithmic approach that considers the differences between conversion and non-conversion path sequences to determine the touchpoints that most contribute to conversion, and ranks these in order of importance. It is more objective than rule-based techniques, though the most common of these techniques are also included because of their wide prevalence in the market. The most well-known rule-based approaches include first and last touch as well as linear, position, and time decay models.
The results of the attribution analysis are presented graphically, with each touchpoint represented on the horizontal axis and the conversion weight for that touchpoint indicated by the height of the bar on the vertical axis. Each attribution model is color coded.
When you create or edit assets, you can add one or more tags to make it easier to find a group of related assets. For example, you might tag a set of assets suitable for a vacation trip offer with the tag ‘vacation’. Starting with this release, you can search and filter by tags. For example, in the filter box in the upper left corner of the asset list pages, you could enter a tag keyword such as ‘vacation’. The search now includes tags, so all assets in the selected folders with the ‘vacation’ tag would be returned in the search results. Also, on the filter tab adjacent to the folders tab, you can now select specific tags to display a set of assets with matching tag values.
An administrative user can configure the renditions that you want to automatically generate when you upload assets of a specific file type. For example, for any uploaded JPG files, you might want to automatically create renditions of different file types and sizes, such as a 250x250 JPG or a 300x300 PNG. After the desired custom renditions have been defined at a company or tenant level, these renditions are automatically generated when you upload a file type that has associated custom renditions. The auto-generation of custom renditions is supported for both single file asset uploads and batch asset uploads. For single file uploads, you can enable or disable the generation of custom renditions.
There are websites or apps that allow users to log in with one or more login IDs such as a username or an email address. In the past, this was not fully supported. Now to enable this support when importing customer data, you can load multiple IDs separated by a pipe delimiter. For example, with a column for a Login_ID, you could provide ‘email@example.com’ in a single record and Data Hub would create a Data Hub ID and associate both values. If the identity event on the website that uses identity type of login, either value could be passed and resolve to the same Data Hub ID.
Mobile marketers want to use more attributes about the mobile device for targeting. To support this, SAS 360 Engage has added the following attributes: Mobile Platform Version Number, Mobile Screen Height, Mobile Screen Width, Mobile Carrier Name, and Mobile Carrier Code. Now the mobile marketer can target mobile visitors using attributes such as Mobile Carrier Code equals ‘410’ or Mobile Carrier Name equals ‘AT&T’. These new mobile attributes are available under Browser and Device in the Targeting UI.
As an email marketer, you want to design email content that attracts the attention of your recipients. You also want to highlight offers, messages, call-to-action text, or buttons. In addition, you might be required to use specific color themes that represent your product or brand.
Now when you add text and other content elements, you can enhance the look-and-feel of your content by adding a background color. The Layout Manager offers a new capability that enables you to easily select and set the background color of a text block, an image block, a content block, as well as the opt-out block in the body of an email.
Mobile app developers and mobile marketers can now see the latest version number associated with each mobile SDK (for Android and iOS) so that they can decide if they need to update their own app. To see the exact version numbers associated with a release of SAS 360 Engage, select General SettingsMobile Applications and in the List View of registered apps, you see the exact version numbers associated with that release of SAS 360 Engage. (This is a change from our previous method of showing the SDK change date. Version numbers provide a clearer indication of actual changes to the SDKs per mobile operating system.)
In addition to customizing the Large Template for In-App Messages, you can now make the same styling changes to the Small Template for In-App Messages. As in earlier releases, this style editing is important for following the branding guidelines associated with your mobile application. More specifically, when you configure an In-App Message creative, you can define your own custom, creative elements of the message including these:
When constructing a task in SAS 360 Engage, you can now define your target audience based on a new criterion: Device Language. The SAS 360 Engage Mobile SDK now captures the device’s preferred language based on the app language setting (for both Android and iOS mobile operating systems). This data becomes available to digital marketers as they seek to publish content to devices that use a specific language (SAS 360 Engage). Furthermore, the SDK includes this information as part of the mobile_app_language attribute in the NewSession event (for eventual downstream use by SAS 360 Discover).
You can now personalize the content of a scheduled Push Notification creative based on data that is stored and available in SAS 360 Engage Data Hub in the cloud. There are standard merge tags that are automatically filled in with the customer-specific data element and conditional merge tags that fill in data based on customer-specific data stored in the table.
When you access My Workflows or My Workflow Tasks from the navigation bar, you now have the option to display the items in a calendar view, in addition to the table view. The calendar view for the items provides the same functionality as the calendar view that is
available from the Plans page:
When you open a selected planner item (such as Plan, Program, or Campaign) and navigate to the Relationships tab, you can now view all child object instances in calendar views. Like the calendar view accessed from the Plans list, you can display the calendar in Gantt, Month, Week, or Day views. The calendar view on the Relationships tab has the same core functionality as the calendar view for Plans, with the exception of searching and filtering.
If you are trying to find a planning item but can't remember the exact name or where it is, you can now quickly find what you are looking for from the Relationships page. Select the Search field and enter the name of the planning item you are looking for. Matches display the search results in the hierarchy, highlighting words that contain the specific text.
From the Relationships tab, you can view your planning items in a hierarchical relationship. There are several ways to expand the hierarchy.
Marketing expenses are expenses within planning objects, tasks, and activities. Expenses combine commitments and invoices for planning items. From the Financials page you can now see the total commitment and total invoiced amounts associated with the planning item within the Expenses Overview section of the budget.
There are several ways to enter a budget for your planning items. One way is to enter the budget from a planning item by selecting Edit budget. Edit budget displays all planning items in a table showing planning items, budget, and expenses. You can open Edit budget from the Options icon in the upper right corner of the screen or by selecting Edit Budget near tables within the Financials or Relationships page. Now with a larger entry screen and accessibility improvements to support the use of arrow navigation, adding a budget is as simple as entering the amount and moving to the next item.
New columns in the list view make it easier to work with planning items. A new Type column describes the kind of planning item so that you know Sensational Super Bowl is a campaign rather than a program or task. You can learn more about the planning item’s parent. In addition to knowing the parent name, you can know the level of the parent from the Parent Level column. You can filter the list by these columns using the advanced filter.
When you open planning item details, the properties section now includes the planning item type and the path so that you understand the relationship between this planning item and the other items in the hierarchy.
When viewing messages from the planning item, there are new columns in the table. Using the Association column you can understand the relationship of the message to the planning item or its children. The Type column displays if the message is an offer, a disclaimer, or a statement. You can also see the number of creatives associated with the message and other places where the creative is used. The table can be filtered to see only the messages that are directly associated with the planning item by using the toggle in the upper right corner of the screen.
The Last Modified and Modified Date columns were removed from the table.
Creating a spot set enables you to coordinate the delivery of your content to multiple spots at once. By synchronizing when multiple creatives are updated, you can better control the message to your customer. You can now create a spot set with spots located on different pages.
B2B marketers often want to target individuals based on the industry or type of business a visitor is in. For example, you might want to target individuals who are in the financial services industry differently from individuals who are in the healthcare industry. Now marketers can use the industry SIC code and classification of that SIC code (Division, Industry, Industry Group, and Major Industry Group). SIC codes are available only for U.S. companies as this is a distinction made by the U.S. government. The SIC codes are derived by the individual’s IP address and a third-party mapping service that takes that IP address and maps the owner of the IP address to a SIC code. For example, a user at sas.com with an IP address of 188.8.131.52 gets a SIC code of 737298. The SIC code 737298 is then classified into a category such as SIC Industry with a value of Prepackaged Software. If the marketer created a task targeted to SIC Industry=Prepackaged Software, visitors from IP addresses mapped to that industry (such as 184.108.40.206) would see the task.
There are standard events generated without the user defining them. These events have been hidden from the marketer until now. These new events are visible to you with attributes that can be used in task targeting, the Split node in activities, and as primary and secondary metrics for a task. Here are the standard events:
Here are example use cases:
On the Targeting tab for a task, select Events and use Click Through.
Choose the attribute that defines the kind of click through.
Choose the creative you want to use in your targeting criteria.
Now any visitor who clicked the creative=’bbSmartphone’ is eligible to see your task.
On the Insights tab, select the Page View event.
Choose the attribute of the page view, such as the Page Title and the value of that attribute, such as Page Title=’Electronics’.
Now a visitor who sees your task and views the page with Page Title equal to ‘Electronics’ is considered to be a conversion.
On the Insights tab, select Click Through as a Secondary Metric, select the Creative attribute, and then select the specific creative.
Now you have metrics on the overall Click Through as well as the individual creatives so that you can see which ones were generating the clicks when a task uses multiple creatives.
Now when users click Creative A, you can put them in a different activity flow from the users who click Creative B.