Responsys offers a location-based marketing feature that enables marketers to create marketing campaigns to target mobile app users in near real time based on their geographic location. This offering leverages Geofences and Beacons to send Mobile App Messages (Push / In-app / Message Center), SMS, and Email notifications to end users.
BEFORE YOU BEGIN:
Your account must have the Responsys Events Interface (REI) feature enabled, which is a Controlled Availability feature. To request access to this feature, please contact your Customer Success Manager or log in to My Oracle Support and create a service request.
Your organization's mobile apps must be built with the 19A Responsys Push SDK (version 6.40.0) or greater.
Your organization's mobile apps must be integrated with your chosen solution for Geofences, Beacons, or both. Bluedot is our go-to-market partner for this solution, but Responsys provides an open framework for Location Based Marketing (Geofences and Beacons) so you can integrate with any location provider.
Platform-specific topics: This topic provides information common to all platforms. To view information for the platform(s) you support for your mobile app, refer to the topics for each supported platform:
This solution works by declaring location-related rules for apps built with the Responsys Push SDK and a Geofence and Beacon Location Provider's SDK. Here's an overview of the Design Time phase and the Execution Time phase.
Implementing this feature requires the following steps performed by app developers and marketers:
The execution phase follows this sequence of events:
Here's a diagram illustratrating the execution phase.
Now that we've given you an overview of the design and execution phases, we will now explain the implementation steps in detail, so you can learn how to implement a Geofence/Beacon solution similar to this.
Marketers must plan the geographic locations best suited for Geofences and Beacons. Using retail as an example, a store location might be a good location for a Geofence. Marketers will log into their Location Provider's application to setup their Geofences and Beacons.
Here's an example configuring Geofences and Beacons using Bluedot. We are setting up a Geofence for one of our retail stores named Durham Denim, located in Redwood City. We are also adding custom fields such as CITY, COUPON_CODE, DISCOUNT, and STORE_NAME which will enable us to send more data into Responsys thereby giving us the ability to customize the message we send to our end users. This will be explained in greater detail in Step 2.
See your Location Provider's documentation for instructions on how to setup and configure your Geofences and Beacons.
Custom key-value pairs enable marketers to send additional data from the Geofences and Beacons into Responsys Programs and Campaigns. This extends the capabilities of the out-of-the-box solution and tailors it to your needs.
As shown in the screenshot in Step 1, we have added the custom variables CITY, STORE_NAME, COUPON_CODE, and DISCOUNT.
Some reasons you might want to define custom key-value pairs include:
To setup custom key-value pairs:
STRINGdata types, with a maximum length of 256 characters for both the Key and Value.
Here we've added the following custom variables: CITY, COUPON_CODE, DISCOUNT, and STORE_NAME. These data types are Text, but all data types are supported. See Steps 6 to 6.3 to learn how to use these variables in Program and Campaigns.
App developers must add their Location Provider's SDK to their mobile apps. See your Location Provider's SDK documentation for instructions.
App developers must update mobile apps to the latest Responsys Push SDK. At minimum, the SDK must be at least version 19A/6.40, but we always recommend using the latest SDK version. Refer to our SDK Support Policy to learn more about SDK support. You can download the latest SDK from Oracle.com.
App developers must ensure when a Geofence or Beacon event occurs:
There are currently 4 APIs:
App developers can learn how to call these APIs by referring to the platform specific topics:
Marketers can then create Programs with Geofence or Beacon events as the starting node.
Example: To demonstrate how marketers can use this feature, we will walkthrough creating an example campaign with a personalized push message with the custom key-value pairs we created in Step 2. The campaign will send a push message to users with a coupon code that is personalized to the Geofence. Next, we will create a Program using a Geofence entry event as the starting node to then send a push notification (containing the campaign and coupon code we created earlier).
In Programs there are 4 events available to marketers:
For this example we will create a Push Campaign. For information on how to create and design a campaign, see the Oracle Responsys Help Center.
Here's an example of our finished personalized push message.
The example below demonstrates how you can personalize the title, using the DISCOUNT and CITY variables.
In this program, we will only send the user a push message if they enter the Geofence for the Redwood City Durham Denim store. If this criteria is met, the user enters our program and will be sent our personalized push message (containing our coupon code). For our program, we will use a Geofence Entry event as the starting node, a Data Switch, and a Send Push Campaign event. For more information on how to create and design a program, see the Oracle Responsys Help Center.
Clicking Settings > Tracking and variables > Event Variables will display all Event Variables you can use in your program. This includes Standard Event Variables as well as the Custom Event Variables we defined in step 2.
Next, we'll configure our Data switch so that if Program variable conditions are matched, the program sends contacts to Option 1.
The Filter Designer will open, and we'll configure our Data switch so that if the RSYS_GEN_FENCE_NAME matches Redwood City, contacts will flow into Option 1 which will send users a push notification (the same campaign we created earlier with our store coupon code).
This is a basic example you can use as a starting point to understand how you can use Geofence and Beacon event variables in your programs.