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Offers on an inbound channel

Presenting an offer to an anonymous visitor

The Neobank site wants to display an offer on their website aimed at unidentified visitors who browse the page.
To set up this interaction, we're going to:

Creating an anonymous environment

Follow the procedure detailed in Creating an offer environment to create your anonymous environment based on the Visitors ' dimensions.
You will get a tree structure containing your new environment:

Creating anonymous offer spaces

  1. In your anonymous environment ( Visitors ) go to the Administration > Spaces node.
  2. Click New to create call channels.
    The space is automatically linked to the anonymous environment.
  3. Change the label and select the Inbound Web channel. You also have to check the Enable unitary mode box.
  4. Select the offer content fields used for the space and specify them as required by checking the relevant box.
    In this way, any offers missing one of the following elements will not be eligible for this space:
    • Title
    • HTML content
    • Image URL
    • Destination URL.
  5. Edit the HTML rendering function, for example as follows:
    function (imageUrl, targetUrl, shortContent, htmlSource){
          var html = "<p><b>" + shortContent + "</b></p>";
          html += "<p>" + htmlSource + "</p>";
          html += "<a _urlType='11' href='" + targetUrl + "'><img src='" + encodeURI(imageUrl) + "'/></a>";
          return html;
        }   
    
    
    The rendering function must name the fields used for the space in the order in which they were previously selected so that the offers display correctly.
  6. Save the offer space.

Creating an offer category and a theme

  1. Go to the Offer catalog node within the environment you have just created.
  2. Right-click the Offer catalog node and select Create a new 'Offer category' folder .
    Name the new category, Financial products for example.
  3. Go to the category's Eligibility tab and enter financing as a theme, then save changes.

Creating anonymous offers

  1. Go to the category you've just created.
  2. Click New .
  3. Select the out-of-the-box anonymous offer template or a previously created template.
  4. Change the label and save your offer.
  5. Go to the Eligibility tab and specify the weight of the offers according to its application contexts.
    In this example, the offer is configured to be displayed on the home page of the site as a priority until the end of the year.
  6. Go to the Content tab and define the content of the offer.
    You can select Content definitions to display the list of elements required for the web space.
  7. Create a second offer.
  8. Go to the Eligibility tab and apply the same weight as for the first offer.
  9. Run the approval cycle for each offer in order to make them, as well as their approved offer spaces, available in the online environment.

Configure the web offer space on the website

To make the offers you have just configured visible on the website, insert a JavaScript code into the HTML page of your site to call up the Interaction engine (for more on this, refer to About inbound channels ).
  1. Go to the HTML page and insert an @id attribute with a value matching the internal name of the anonymous offer space created previously (refer to Creating anonymous offer spaces ), preceded by i_ .
  2. Insert the call URL.
    The blue URL boxes above correspond to the instance name, the internal name of the environment (refer to Creating an anonymous environment ) and the theme linked to the category ( Creating an offer category and a theme ). The latter is optional.
When a visitor accesses the website's home page, the offers with the financing theme are displayed as configured on the HTML page.
A user who visits the page several times will see either one or the other offers in the category since they have both been assigned the same weight.

Switching to an anonymous environment in case of unidentified contacts

The Neobank company would like to create marketing offers for two different targets. It wants to display generic offers for its anonymous website browsers. If one of these users turns out to be a customer with identifiers provided by Neobank, the company would like them to receive personalized offers as soon as they log on.
This case study is based on the following scenario:
  1. A visitor browses the Neobank website without logging on.
    Three anonymous offers are displayed on the page: two Best Offer offers for Neobank products and one offer from a Neobank partner.
  2. The user, a Neobank customer, logs on with his credentials.
    Three personalized offers are displayed.
To implement this case study, you need to have two offer environments: one for anonymous interactions and one with offers configured especially for identified contacts. The identified offer environment will be configured to switch to the anonymous offer environment automatically if the contact isn't logged on and therefore isn't identified.
Apply the following steps:

Creating an environment for anonymous contacts

  1. Create an offer environment for anonymous inbound interactions via the delivery mapping wizard ( Visitor mapping). For more on this, refer to Creating an offer environment .

Configuring offer spaces for the anonymous environment

The offers which must be presented on the web site belong to two different categories: Best Offer and Partner . In this example, we are going to create a specific offer space for each category.
To create the offer space to match the Best Offer category, apply the following process:
  1. In the Adobe Campaign tree, go to the anonymous environment you have just created and add an offer space.
  2. Create a new Inbound web type space.
  3. Enter a label for it: Web Best Anonymous Offer for instance.
  4. Add the offer content fields used for this offer space and configure the rendering functions.
    The rendering function must name the fields used for the space in the order in which they were previously selected so that the offers display correctly.
  5. Use the same process to create an inbound web channel offer space to match the Partner category.

Creating offer categories in an anonymous environment

Start by creating two offer categories: the Best Offer category and the Partner category. Each category will contain two offers for anonymous contacts.
  1. Go to the Offer catalog in the anonymous environment that you have just created.
  2. Add an Offer category folder with Best Offer as a label.
  3. Create a second category with Partner as a label.

Creating offers for anonymous visitors

We are now going to create two offers in each of the categories created above.
  1. Go to the Best Offer category and create an anonymous offer.
  2. Go to the Eligibility tab and specify the weight of the offers according to its application contexts.
  3. Go to the Content tab and define the content of the offer.
  4. Create a second offer in the Best Offer category.
  5. Go to the Partner category and create an anonymous offer.
  6. Go to the Content tab and define the content of the offer.
  7. Go to the Eligibility tab and specify the weight of the offers according to its application contexts.
  8. Create a second offer for the Partner category.
  9. Go to the Eligibility tab and apply the same weight that you applied to the first offer in this category so that the offers are displayed successively on the website.
  10. Run the approval cycle for each offer to begin making them go live. When approving content, activate the Partner or Best Offer offer space, according to the offer.

Configure the offer spaces in the identified environment

The offers which you are going to present on the website are taken from two different categories: Best Offer and Partner . In this example, we want to create a specific space for each category.
To create the two offer spaces, apply the same procedure as for anonymous offer spaces. Refer to Configuring offer spaces for the anonymous environment .
  1. In the Adobe Campaign tree, go to the environment you have just created and add Best Offer and Partner offer spaces.
  2. Select the Fall back on an anonymous environment if no individuals were identified option.
  3. Using the drop-down list, select the anonymous web offer space created previously (refer to Configuring offer spaces for the anonymous environment ).

Specifying the advanced settings of the identified offer spaces

In this example, contact identification takes place thanks to the email address in the Adobe Campaign database. To add the recipient email to the space, apply the following process:
  1. In the identified environment, go to the offer space folder.
  2. Select the Best Offer offer space and click Advanced parameters .
  3. In the Target identification tab, click Add .
  4. Click Edit expression , go to the recipients table and select the Email field.
  5. Click OK to close the Advanced parameters window and finish configuring the Best Offer offer space.
  6. Apply the same process for the Partner offer space.

Creating offer categories in an identified environment

We are going to create two separate categories: the Best Offer category and the Partner category, each with two personalized offers.
  1. Go to the Offer catalogs node in the identified environment.
  2. As in the anonymous environment, add two Offer category folders with Best Offer and Partner as a labels.

Creating personalized offers

We want to create two personalized offers for each category, i.e. four offers.
  1. Go to the Best Offer category and create a first personalized offer.
  2. Go to the Eligibility tab and specify the weight of the offers according to its application contexts.
  3. Go to the Content tab and define the content of the offer.
  4. Create a second offer in the Best Offer category.
  5. Go to the Partner category and create a personalized offer.
  6. Go to the Eligibility tab and specify the weight of the offers according to its application contexts.
  7. Create a second offer for the Partner category.
  8. Go to the Eligibility tab and apply the same weight that you applied to the first offer in this category so that the offers are displayed successively on the website.
  9. Run the approval cycle for each offer to begin updating them. During content approval, activate the Partner or Best Offer offer spaces.

Configuring offer spaces on the web page

The website of the Neobank company has three spaces for offers: two for bank related offers from the Best Offer category, and one for offers from the Partner category.
To configure these offer spaces on the HTML page of the website, apply the following process:
  1. In the content of the HTML page, insert three
    elements with an @id attribute whose value will enable us to call up the offers in the various offer spaces of the website.
  2. Then insert the script for defining attribute values.
    In this example, ContBO1 and ContBO2 receive the value OsWebBestOfferIdentified , i.e. the internal name of the Best Offer offer space created previously in the identified environment. The CatBestOffer and CatBestOfferAnonym values match the internal name of the Best Offer categories for anonymous and identified environments.
    Likewise, ContPtn receives the OSWebPartnerIdentified value, which matches the internal name of the Partner offer space created in the identified environment. CatPartner and CatPartnerAnonym match the internal name of the Partner categories for anonymous and identified environments.
  3. Assign the information that will let you identify the person who logs on to the Neobank site to the interactionTarget variable.
    The person's identification can be based on a browser cookie, a reading parameter in the URL, email, or identifier of the person. If a field of the recipient table other than the primary key is used, it needs to be defined in the advanced parameters of the space (refer to Specifying the advanced settings of the identified offer spaces ).
  4. Insert the call URL.
    The URL contains EnvNeobankRecip , the internal name of the identified environment.
When you open the web page; the script lets you call up the Interaction engine to display the content of offers in the relevant spaces of the web page. In a single call to the Adobe Campaign server, the engine determines the environment, the offer space and the categories to be selected.
In this example, the engine recognizes the identified environment ( EnvNeobankIdnRecip ). It identifies the offer space ( OSWebBestOfferIdentified ) and the Best Offer category ( CatBestOffer ) for the first and second offer spaces on the web page, as well as the ( OSWebPartnerIdentified ) offer space and the Partner category ( CatPartner ) for the third offer space on the site.
If the engine can't identify the recipient, it switches to the anonymous offer spaces referenced in the identified offer spaces and towards the anonymous categories ( CatPartner and CatPartnerAnonym ) as specified in the script.