It's all about Engagement !
With this release, the CCE platform now offers a second out-of-the-box Engagement targeting capability. Based on each Individual's Engagement, we divide your Audience into groups based on their 'visit days' (how many times the User has visited in the last 30d). Your entire audience is now organized into these easily-targeted groups. Used as stand-alone, or in conjunction with additional Audience definitions, we are super excited launch this, our second automated engagement targeting definition alongside the Machine Learning Automated Propensity Scoring.
This deployment also includes a host of continued improvements and optimizations to ensure the platform is even more robust, and future-ready:
- Engagement Targeting
- Improved the Published Article Chart
- Optimized Campaign Summary handling within the creation flow
- Improved visibility of content capping (now visible in campaign list)
- Continued translation for Japanese
- Many smaller optimizations and improvements.
Whilst many Customers have been enjoying this capability via Cxense DMP, we are very happy to offer this capability out-of-the-box for CCE.
Building experiences based on an Individual's current level of engagement is an oft-used best practice for paywalls and subscription offerings, hence an obvious edition for CCE Convert modules. Thanks to the unified CCE platform, you can now incorporate site/app-wide experiences via Engage and Evolve modules too. Reach out with some extra benefits or recommendations to unengaged subscribers to reduce churn, or easily target highly engaged audiences with a poll, an A|B test, or simply a 'thank you' for their ongoing patronage.
With a focus on simplicity, the engagement targeting options are split into four targetable groups of contrasted visit habits. You can find the new capability within the 'User Engagement' Panel on the Audience Step of Campaign Creation.
This option - the second for the 'User Engagement' panel - augments the ML-based Subscription Propensity Targeting, and is irrespective of subscription. As with all Audience targeting definitions, this option can be used in conjunction with other Audience criteria.
For those looking to build retention, consider combining `user type: subscriber` along with 'Not High Engagement' to easily reach Users who are less engaged.
Whilst we leave the experiences and creativity up to you, we'll keep our focus on the implementation. The exact definition of low/medium/high may change from time to time, though for now, we've included the definition for each grouping in parenthesis:
- First Time Visitors: A single visit in the last 30 days
- Low Engagement: 2-4 visits in the last 30 days
- Medium Engagement: 5-15 visits in the last 30 days
- High Engagement: 16+ visits in the last 30 days
Whilst 4 visits in a month is by most accounts considerably low consumption, up to 15 visits per month averages to a visit every two days.
Whilst news publishers might aim for multiple visits per day as their 'norm', an e-commerce or classified site/app might consider 1-2 per week as the generally engaged audiences. In truth, everyone will have their own 'categorization of low/mid/high engagement, these options provide both the reminder that User experiences should vary based on current consumption/awareness, and an easy, dynamic definition for your to action that intent.
Happy (even easier) Engagement !
Simon & the Personalization Team.