MarketFlow Tab

The MarketFlow tab is a visual representation of solicitation process and allows you to easily keep track of and edit each step. You can construct your solicitation process, via a flowchart diagram. The MarketFlow nodes that can be used to build your solicitation logic are listed in the table below: 

Topics: 

Actions

Actions are the pieces used to build a MarketFlow. Actions are processed from left to right and define the final stage of your TouchPoint. Each one carries out a specific task.

Branches

The MarketFlow Branch action lets you embed conditional logic into your campaign output, essentially controlling “who goes where” in the MarketFlow. You can use branches to decide what solicitation channel – or combination of channels - is best for each person in the campaign universe based on their solicit preferences, or perhaps for testing different marketing tactics such as changes to your solicitation cadence.

Using Branch Manager

Branches are created and edited using Branch Manager. It provides a powerful set of features for creating segments and splits, and managing the universe chosen for each group. Branch Manager lets you lets you build multiple segment groups, apply Nths (called “Allocations”) and constraints (e.g., max per site), split segments into subgroups as needed, then map each group to one of the following actions:

• Branch – this is the most common action. A branch is a point in the MarketFlow diagram that can only be reached from a single place, called a “parent.” Visually, branches are shown with the label you provide, connected to the Branch Manager action in the diagram. Note that the same branch can be assigned to more than one segment group.
• GoTo – you can direct a group to a Landing action by choosing GoTo and then typing in a landing name or choosing one from a dropdown list. GoTos are commonly used when you need to reach a MarketFlow branch from more than one place in your diagram. A landing can be reached from multiple points in the MarketFlow diagram.
• Discard – this action is not as frequently used. If you discard a group, they are effectively bounced out of your campaign.

Segments and Splits

Branch Manager lets you divide the universe of records entering the branch into multiple segment groups. These segments are defined by adding a Filter. Once created, a segment can be Split.

Segment

A Branch Manager Segment is a group of the branch universe defined by a filter. For example, you might create a segment for females using a filter that says GENDER = F, then make a second segment for males with GENDER = M.

Split

A segment group can be divided into multiple subgroups, called splits. There are three types of splits, as shown in the table below:

The “All Other” Segment

Once you add a filter to a segment, Branch Manager automatically creates a row at the bottom of the grid with the caption “All Other.” Records that are not selected by previous segments (because they don’t match any of the filters) end up here. All available actions (Branch, GoTo, and Discard) are valid for the All Other segment, as are splits. However, you cannot add a filter to the All Other Segment.

Limiting the Branch Universe

Branch Manager provides two powerful methods that let you limit or throttle records that enter the branch: Allocations and Constraints.

Allocation

Allocations are often used in cases where you may be working under a fixed budget for your output. For example, a catalog campaign may need to limit the number of catalogs to a specific number such as 100,000. You can set an Allocation on any Branch Manager segment, including the All Other segment. However, a split cannot contain an allocation, because splits are always a percentage of their parent group. Allocations can be entered in two ways:

• Hard Number – you can enter any integer value greater than or equal to zero. A zero allocation means that the segment will be suppressed from output.
• Percentage – these are entered by first pressing the period key and then entering a one or two-digit number. For example, 50% is entered by typing .5 on the keyboard. For percentages, Branch Manager performs the math at execution time and outputs exactly the number of records to equal that percent.

Allocations can be further modified using a Priority and Order.

• Priority lets you control how Branch Manager computes the specified Allocation. The default priority is [Random], indicating that Branch Manager will choose records randomly. You can also select a Pass-Thru field from the current campaign, causing Branch Manager to sort records by the selected field and choose the first XXX records, where XXX is your Allocation. This is useful in cases where you want to output the best or most recent records, based on a model score or purchase date.
• Order is used on conjunction with a non-random Priority setting. If you choose a field as your Priority, you can set how this field is sorted using Order. Acceptable values are Ascending and Descending. The default is Ascending.

Constraints

Branch Constraints are another way to limit a branch universe. The most common use of constraints is to prevent over-soliciting people. Examples are:

• One per household (commonly used in direct mail or catalog).
• One per email address – for email campaigns.
• XX per business, where XX is the number of people you wish to target.

Constraints let you choose a field (e.g., HOUSEHOLDID, EMAILADDRESS, BUSINESSID), then enter the number of records you want to allow. For more information on constraints, click here.

Touches

The MarketFlow Touch action is used to communicate with your customers and prospects. Touches are based on Templates, where the communication channel and required fields are defined (for example, an email touch requires subject lines and HTML templates, while a direct mail touch generally uses envelope teasers and lettershops). Additionally, templates control where the touch output is written: to an output file, an email delivery engine, or even a social media platform.

Not only do touches generate marketing communications, they also update MarketWide’s promotion history tables. Each person selected by the touch is recorded in promotion history along with the marketing channel, offer details, campaign information, and so on.

Using Touch Manager

Touches are added and edited using Touch Manager. It provides a powerful set of features for creating segments and splits, and managing the universe chosen for each group. Touch Manager lets you build multiple segment groups, apply Nths (called “Allocations”) and constraints (e.g., max per site), split segments into subgroups as needed, then code each group separately as needed for dynamic content or creative testing.

Segments and Splits

Touch Manager lets you divide the universe of records entering the touch into multiple segment groups. These segments are defined by adding a Filter. Once created, a segment can be Split.

Segment

A Touch Manager Segment is a group of the branch universe defined by a filter. For example, you might create a segment for females using a filter that says GENDER = F, then make a second segment for males with GENDER = M.

Split

A segment group can be divided into multiple subgroups, called splits. There are three types of splits, as shown in the table below:

 The “All Other” Segment

Once you add a filter to a segment, Touch Manager automatically creates a row at the bottom of the grid with the caption “All Other.” Records that are not selected by previous segments (because they don’t match any of the filters) end up here. All available actions (Branch, GoTo, and Discard) are valid for the All Other segment, as are splits. However, you cannot add a filter to the All Other segment.

Limiting the Touch Universe

Touch Manager provides two powerful methods that let you limit or throttle records that enter the branch: Allocations and Constraints.

Allocation

Allocations are often used in cases where you may be working under a fixed budget for your output. For example, a catalog campaign may need to limit the number of catalogs to a specific number such as 100,000. You can set an Allocation on any Touch Manager segment, including the All Other segment. However, a split cannot contain an allocation, because splits are always a percentage of their parent group. Allocations can be entered in two ways:

• Hard Number – you can enter any integer value greater than or equal to zero. A zero allocation means that the segment will be suppressed from output.
• Percentage – these are entered by first pressing the period key and then entering a one or two-digit number. For example, 50% is entered by typing .5 on the keyboard. For percentages, Touch Manager performs the math at execution time and outputs exactly the number of records to equal that percent.

Allocations can be further modified using a Priority and Order.

• Priority lets you control how Touch Manager computes the specified Allocation. The default priority is [Random], indicating that Touch Manager will choose records randomly. You can also select a Pass-Thru field from the current campaign, causing Touch Manager to sort records by the selected field and choose the first XXX records, where XXX is your Allocation. This is useful in cases where you want to output the best or most recent records, based on a model score or purchase date.
• Order is used on conjunction with a non-random Priority setting. If you choose a field as your Priority, you can set how this field is sorted using Order. Acceptable values are Ascending and Descending. The default is Ascending.

Constraints

Touch Constraints are another way to limit a touch universe. The most common use of constraints is to prevent over-soliciting people. Examples are:

• One per household (commonly used in direct mail or catalog).
• One per email address – for email campaigns.
• XX per business, where XX is the number of people you wish to target.

Constraints let you choose a field (e.g., HOUSEHOLDID, EMAILADDRESS, BUSINESSID), then enter the number of records you want to allow. For more information on constraints, click here.

Scheduling TouchPoint Campaigns

As discussed in the Scheduler section of this manual, MarketWide's Scheduler allows you to automatically run TouchPoint reports on a defined schedule without having to manually setup and run each query or campaign. Setting up automatic reports saves you the time and effort of manually running and constructing campaigns repetitively and prevents you from forgetting to execute important reports.

Using the Scheduler function, you can create a schedule and arrange the dates and frequencies of the reports that need to be run. Due to MarketWide's architecture, these reports can run even if you are not logged into MarketWide or even if your local computer is off. This way, you can have MarketWide perform campaigns just after a database update, even if the update takes place after-hours or over the weekend. When you log on to MarketWide, the main task screen will display the scheduled report and its job statistics when completed.

The MarketFlow Menu and Toolbar

The MarketFlow toolbar provides quick access to commonly used commands. Click an icon once to carry out the action.