Designing programs

Note: For an overview of Program, see Understanding Program.

You use the Program Designer to graphically lay out programs. Using the Program Designer, you can:

  • Graphically map out your marketing campaign ideas and objectives.
  • Create different experiences for each individual in a program based on their customer profile as well as their actions over time.
  • Analyze your running programs in real- time so that you know the state of each stage and how the audience is flowing through the program.
  • Click View relationships to access the Object Relationship Navigator, which is an interactive feature that enables you to visualize how programs are related to different objects (filters, profile lists, etc.) in your account. Learn more about the Object Relationship Navigator.

Important: Links for a triggered launch can only be modified using the Live Report page for the triggered launch.

To create a program from scratch:

  1. Click on the side navigation bar, then click Create Program. (Not seeing this choice? Refer to the Summary of navigation changes topic.)

    The Create Program dialog opens.

  2. Enter a name, select a folder and a list, and, optionally, enter a description. The Name field allows only the following characters: A-Z a-z 0-9 space ! - = @ _ [ ] { }
  3. Click Create.

    The program is created and a blank canvas opens in the Program Designer.

  4. Click Settings to select program settings:
    1. Expand Options, and in the Behavior section select the behavior (Continue or Exit program) for unsubscribed recipients and undeliverable messages from the On unsubscribe and On undeliverable drop-down lists.

      Generally, you should exit the program in both cases, but in some circumstances you might want to continue. For example, a customer unsubscribes from delivery of any further promotional campaigns, but your program also includes transactional campaigns. In such cases, you might want to continue the unsubscribed customer through all transactional campaign stages. For undeliverable email messages, you might want to continue to communicate with a customer using a mobile and/or print channel (based on settings established in your stage properties).

    2. Optionally, expand Tracking and variables, and click to enter the program entry field data you want to track for each program entry.

      You might want to track data such as the order number, the amount of a purchase, or the ID of an itinerary. For example, if you track the itinerary ID, customers with more than one planned trip can receive a one week reminder for one trip, and a three week reminder for another trip at the same time. To see the program's current event variables, click Event Variables in the Tracking and variables panel. For more information, see About program entries.

    3. Optionally, expand Options, and in the Lifecycle options section, select when the program should be automatically unpublished, then type the email addresses to receive notifications about the program in the field below the drop-down list.

      By default, programs are unpublished after 90 days.

      If you select Auto unpublish on a specific date, type the date in the Enter date field or click the calendar icon to select the date.

    4. In the Enter email addresses to receive notification about this program field, type the email addresses that should receive notifications when the program in unpublished. Separate multiple addresses by commas.
  5. Click OK.
  6. Drag events, activities, interactions, and switches as needed from the palette on the left onto the canvas.

    For more information, see About events, About timers, About program entries, and About notes.

  7. Connect the elements to indicate the path the program takes.


  8. Right-click each element to set its properties.
  9. Click Save.

To create a program from a template:

The View program templates page lists all available program templates. You can use these templates to create programs, but you cannot change the templates.

  1. On the Programs page, click View Templates.
  2. Click the name of the template you want to use.

    Tip: You can filter the list by channel or category, and search and sort the list.

  3. Edit the template as needed.
  4. Click Save.
  5. Enter the name, select a folder and list, and, optionally, enter a description.

    The name must contain only the following characters can include only these characters: A-Z a-z 0-9 space ! - = @ _ [ ] { }

  6. Click Save.

    The new program opens in the Program Designer.

To open an existing program:

Do one of the following:

  • On any page, click , then click the name of the program you want to open.
  • On the Programs page, click the name of the program you want to open.

To create a copy of a program:

Creating a copy of a program copies the standard filters in data switches, test programs, and all other objects such as campaigns, settings, and entry tracking variables.

  1. In the Program Designer, click the arrow next to the Save button and select Save As.
  2. In the Save As dialog, optionally change the name, folder, list, and description, then click Save.

The copy opens in the Program Designer.

To delete a program:

When you delete a program, only program entries are deleted, the campaigns associated with the program remain unchanged.

  1. On the Programs page, right-click the name of the program and select Delete.

    A confirmation message opens.

  2. Click Delete.

    The program is deleted.

About program entries

A program entry represents a customer entering the program, for example a customer subscribing to your newsletter, a purchase, a scheduled filter running queries on your database, or a file upload.

A unique program entry creates an enactment for a customer each time the customer enters the program. An enactment tracks the customer's flow through each stage until participation in the program completes.

For any of the starting events, you can choose how to handle program entries associated with that event stage:

  • When a person is not currently in the program, the system automatically creates a new program entry for that person.
  • When a person is already in a program, you can select one of the following options in the event properties dialog:
    • Create a new entry in the program
      The person will be in the program more than once.
    • Do not create a new entry in the program and leave the existing entry where it is
      Ignores the new attempt to enter the program.
    • Do not create a new entry in the program and move the existing entry to this location.
      Pulls the existing program entry from its current location in the program and starts it over at the new event location. A program can include more than one start event. This option moves the existing program entry to a new starting spot.

Note: For custom events, you can match program entries based on Program Entry Data rather than RIID.

For more information, see Understanding Program Entries.

About events

An event is something that happens, for example something customer does, such as making a purchase, or something a customer does not do, such as not visiting a web site in the last 90 days. Program provides predefined events, as well as custom events that can be defined in the Responsys Event Interface or from the Account page. The End event and timers are used to terminate a program flow.

To specify event settings, right-click an event on the canvas and select Properties.

About starting events

A program must start with one of the following starting events:

Name Description

Get an audience

Create enactments from a published audience result set. For more information about audiences, see Audiences--Overview.

Intelligent Audience Selector

Important: This feature is available as part of the Advanced Intelligence Package add-on that must be ordered for your account. Please contact your account manager or Oracle sales.

The Intelligent Audience Selector is a starting event that determines which contacts to bring into your program based on the behavior of current and past program members. In this way, the Intelligent Audience Selector can increase the program's engagement rates over time. This stage is for recurring programs only and not intended for one-time programs. Over time, the Intelligent Audience Selector helps marketers maximize on their investment by:

  • Adding contacts to the program that, based on behavioral data such as Opens, Clicks, and Conversions from the program's previous and current contacts, are predicted to produce a high ROI.
  • Reducing the time that marketers need to spend in frequently changing and determining the criteria for the best performing audience for a Program.

To configure the Intelligent Audience Selector stage, set up which filters it should use to determine the intelligent audience:

  • Run this filter against your Profile List
    Select the filter that Program will use to pull contacts into the program. Initially, Program brings the contacts in using only the filter, then, over a period of time, Program will bring in the intelligent audience in addition to the filter.
  • Filter for Intelligent audience (optional)
    Optionally, select a filter that Program should apply after the Intelligent Audience Selector pulls in contacts automatically.
  • Total Maximum Audience (optional)
    Limit the total number of contacts that will be intelligently selected for each recurring run of the Intelligent Audience Selector. For example, if you set this maximum to one million contacts, and then you run the program weekly, each week the Intelligent Audience Selector would be able to bring in up to one million contacts.

Additionally, you'll need to configure the frequency at which Program will pull in contacts—whether it's from the filter or an intelligent audience—and specify what should happen if Program wants to pull in a contact who is already in the program at a different stage.

Once Program has made an intelligent audience selection, double-click the Intelligent Audience Selector stage in the Analyze tab to view the Intelligent Audience performance report with the open rate, click-through rate, and conversion rate.

Connect

Detects completion of a Connect import job that was designated to raise an event. You designate which jobs raise an event in Connect, then select the job from the Listen for Connect job completion drop-down list on the Connect Event Properties dialog.

For more information, see Creating Import Jobs.

Customer activated


Detects activation (opt-in to the associated List) of a customer.

Tip: This event is available from the Interactions menu on the palette.

Customer deactivated

Detects when a customer opts-out or becomes undeliverable in one or more channels. For example, an email hard bounce.

Tip: This event is available from the Interactions menu on the palette.

Custom event

In association with account-defined custom events (see Defining Custom Events with the Account Page), these events can be triggered by loads (manual or automated), form submits, or Web Services.

If your account is enabled for real-time custom events, those events will be displayed with a check mark icon in the Listen for custom event type drop-down list. If you select one, the custom event icon on the program canvas will also be flagged with the icon.
Screenshot showing real-time custom event selected

REI custom event

Important: This event is only available if REI is enabled for your account.

A signal from an external source that alerts Oracle Responsys when notable customer activity occurs and should be recorded, or alternatively when a notable activity occurs to a customer. On occurrence of an REI event, programs that are listening for the event create enactments for the REI event.

Two or more REI custom events can only be in the same program so long as they have different names.

Beacon_entry

Important: This event is only available if REI is enabled for your account.

Detects when a customer enters a beacon's range. Learn more about this event.

Note: Oracle Responsys provides an open solution that will work with any Geofence and Beacon SDK / Product.

Beacon_exit

Important: This event is only available if REI is enabled for your account.

Detects when a customer exits a beacon's range. Learn more about this event.

Note: Oracle Responsys provides an open solution that will work with any Geofence and Beacon SDK / Product.

Geofence_entry

Important: This event is only available if REI is enabled for your account.

Detects when a customer enters the area you have indicated as a geofence. Learn more about this event.

Note: Oracle Responsys provides an open solution that will work with any Geofence and Beacon SDK / Product.

Geofence_exit

Important: This event is only available if REI is enabled for your account.

Detects when a customer exits the area you have indicated as a geofence. Learn more about this event.

Note: Oracle Responsys provides an open solution that will work with any Geofence and Beacon SDK / Product.

Scheduled filter or view

Runs a filter or a saved SQL view against the associated List once or on a recurring schedule (daily, weekly or monthly) and feeds all matching customers into the program. You can set the specific time of day to run the filter or refresh the SQL view.

Note: As of 20C, Web Push filters can be used with this stage.





You can choose any SQL view associated with the same profile table as the program. The requirements for using a SQL view in a program are:

- To return an RIID value, the SQL view must have a join with the profile table (list).
- The SQL view must have the RIID as the data extraction key.
- The profile table must be the first table selected to join.

The columns selected in a SQL view are not available in data switches in the program. If you delete a supplemental table that is used in the SQL view, the program will not run. If the SQL view associated with a program generates duplicates, the customer receives duplicate messages because Program does not support de-duping.

To create a new audience each time a group enters the event, make sure the Create a new audience check box is selected. This is used in program monitoring. If you do not select this option, a new audience overwrites any previously created audience. For more information about monitoring, see Analyzing programs.

SMS received

Important: This feature is only available if Oracle Responsys SMS is enabled for the account.

Tip: This event is available from the Interactions menu on the palette.

Detects that a customer sent an SMS message to one of the selected codes with one of the selected keywords.

For more information about Oracle Responsys SMS, see Oracle Responsys SMS Overview.

Cart abandon

Important: This feature is only available if Rapid Retargeter is enabled for the account.

Tip: This event is available from the Interactions menu on the palette.

Detects that a shopper put items in a shopping cart but did not complete the purchase.

Browse abandon

Important: This feature is only available if Rapid Retargeter is enabled for the account.

Tip: This event is available from the Interactions menu on the palette.

Detects that a customer browsed your website without progressing to the shopping cart.

Purchase

Important: This feature is only available if Rapid Retargeter is enabled for the account.

Tip: This event is available from the Interactions menu on the palette.

Detects that a customer made a purchase.

Catch event

Tip: This event is available from the Cross program events menu on the palette.

Catches any enactments passed by the specified cross program event. Cross program events are defined for an account by the Account Administrator. For more information about the catch event, see Passing enactments between programs below.

Passing enactments between programs

Use the Throw event and Catch event (available from the Cross program events menu) to pass enactments between programs. You might use these events, for example, to reuse common program paths, or to simplify a program that has too many stages.

Throw event and Catch event use the cross program events created by the Account Administrator for the account. Any program can pass (throw) enactments to a cross program event, and any program can receive (catch) the enactments from the same event.

To pass enactments to a program:

Use Throw event to pass enactments to other programs listening for the same cross program event. Note that many programs can throw and catch the same cross program event. The Throw event does not remove enactments from the original program, they may continue through the program. To specify the cross platform event to throw, double-click the Throw event on the canvas and select the event from the Select throw event list.

To receive enactments from a program:

Use Catch event as a starting event to receive enactments from other programs. Note that many programs can catch the same cross program event. To specify the cross platform event to catch, double-click Catch event on the canvas and select the event from the Select catch event list.

Ending events

You can end a program with either a Throw event or an End event.

The End event terminates a program flow. When customers progress to an End event, they exit the program. They also exit if they encounter an activity with no further connecting stages. Although End events are not required, it's important to prevent infinite loops by always including an exit condition that completes the flow of customer interactions.

The Throw event passes enactments to other programs.

About timers

A timer allows you to wait for a specified length of time or until a specific date/time before moving program entries to the next stage of a program. For example, you might include timers to allow customers to respond to a campaign before sending a follow-up campaign. You can also use timers after performance switches, which allows time for the test groups to run through the alternate paths of the program to determine a winner.

A timer can be of either the elapsed or target type:

  • The Elapsed timer waits for the specified number of days to move program entries to the next program stage.
  • The Target timer waits until a specified future date and time to move program entries to the next program stage.

To select the timer type:

  1. Right-click a timer on the canvas and select Properties.

    The Timer event dialog opens.

  2. Select the type from the Select Timer drop-down list.

    Complete the additional settings (described below) for the timer you selected.

Setting the Elapsed timer properties

Wait period
Enter the interval to wait until moving program entries to the next program stage.

Invalid time range
Select this option to prevent messages from being sent during the time period you specify. For example, you could use this option to prevent sending SMS messages between 6 a.m. and 8 a.m.

Setting the Target timer properties

After you select Target timer, select one of the time options (described below the image) and then complete its settings. Target times are in your account's time zone.

Tip: If you leave the Time field blank, the system releases the program entry relative to the time of entry (that is, the time it arrived at the timer). For example, a target timer was set for Next Day but the Time field was left blank. If a program entry arrives at 10:00 am today, then it is released the next day at 10:00 am. Alternatively, if a program entry arrives at 10:00 am today, but the target timer was set for Next Day at 9:00 am, the program entry will be released the next day at 9:00 am.

Screenshot of the Timer properties, showing the options for the Target timer

Once
Releases program entries on the date specified in the On field and the time specified in the Time field. Make the Time field blank if you want to use the time that the program entry arrived at the timer.

Daily

Releases program entries at the time and sequence of days that you choose. For example, if you set the timer for every business day at 9 a.m., it will release program entries Monday through Friday at 9 a.m. Or you can set a daily timer for every 2 days at 9 a.m., beginning on a selected starting date.

  • Time: Choose the time at which to release program entries. By default, the time is set to 9:00 am. Make the field blank if you want to use the time that the program entry arrives at the timer.
  • Every ___ day(s) and Starting On: Choose this option to set the sequence of days and the start date. For example, to release program entries daily, enter Every 1 day(s) .
  • Every business day (Mon-Fri): Choose this option to release program entries Monday through Friday at the time selected.
  • Next: Choose this option to release program entries on the next day or the next business day.

 Weekly

Releases program entries at the time and weekly recurring days that you choose. For example, you can set a timer to release program entries every Monday, or every 2 weeks on Monday.

  • Time: Choose the time at which to release program entries. By default, the time is set to 9:00 am. Make the field blank if you want to use the time that the program entry arrived at the timer.
  • Every ___ week(s): Set the sequence of weeks. For example, to release program entries from the timer every week, enter Every 1 week(s).
  • Select the days of the week on which to run the timer. For example, if you select the M, W, and F check boxes, program entries will be released from the timer every Monday, Wednesday, and Friday, on a weekly basis.
  • Starting on: Select the starting date for the weekly timer.

Monthly

Releases program entries on a recurring basis monthly. For example, you can set it to release program entries on the first Monday of the month, or on the 15th of every month.

  • Time: Choose the time at which to release program entries. By default, the time is set to 9:00 am. Make the field blank if you want to use the time that the program entry arrived at the timer.
  • On the ___ day of the month: Select the numeric day of the month. For example, enter 15 to release program entries on the 15th day of every month.
  • On the ___ Su M T W Th F Sa: Select day(s) of the week and their ordinal week in the month (first, second, third, fourth, or last). For example, you could choose the second Monday, Wednesday, and Friday of every month. Or you could choose the last Monday of every month.

Note: You cannot schedule a timer to release program entries exactly on the last day of the month (January 31st, and so on). However, you can choose one or more last weekdays of each month. For example, you can select it to release program entries monthly on the last Friday of the month.

Entry Tracking Variable (offset from a specific date field)

Releases program entries relative to a specific date field. The date field must be defined in the program settings as a Date/Time entry tracking variable. Learn more about entry tracking variables.

  • Time: Choose the time at which to release program entries. By default, the time is set to 9:00 am. Make the field blank if you want to use the time that the program entry arrived at the timer.
  • On a specific date variable: Choose this option to release program entries on the date stored in the entry tracking variable you select. For example, if you selected an entry tracking variable containing the customer's birthday (BIRTHDAY), the timer would hold the program entry until the selected time on BIRTHDAY.
  • Offset from a specific date variable: Choose this option to release program entries relative to the date stored in the entry tracking variable you select. For example, you can set the timer to release program entries a week after the last purchase.

About activities

Activities are actions that a program executes. You can include any number of each activity.

Note: If you use a filter to target customers, the filtering mechanism automatically removes duplicates. If you are using a SQL view to target customers, they might receive duplicate messages.

To specify activity settings, right-click an activity on the canvas and select Properties.

The following activities are available:

Name Description
Start collaboration

Important: This feature is only available if Distributed Content Collaboration is enabled for your account.

Sends the content collaboration task to contributors.

For information about Distributed Content Collaboration, see Distributed Content Collaboration--Overview.

Send email campaign

Sends the associated email campaign to customers.

Note: On running validation, Program will display a validation error if you select a campaign whose approval status is either Needs Approval, Pending Approval, or Rejected State (if campaign approval is enabled for your account).

If you created any Multivariate Testing (MVT) campaigns, you can also test different versions of a campaign. For more information about MVT, see Running multivariate tests.

You can use the seed list selected in the Campaign Wizard as a seed list when sending a campaign via a Program activity. To do this, select the Enable seed launch when this activity is executed check box.

To prevent slow responses or even a shutdown from too much volume, select the Apply launch throttling check box. Launch throttling controls the rate at which messages are sent. The Account Administrator sets the launch rate for the account. For more information, see Throttling a Campaign Launch.

You can configure alerts, view campaign information, and preview the campaign. Note that if you set any of the following options in the Campaign, then change them in Program, the program settings take precedence. The following options are available on the Send email campaign activity dialog:

  • Send a progress notification to one or more email addresses
    To do this, select the Send progress alerts to check box and type the addresses in the field, then select an option from the When drop-down list. Separate multiple addresses with either commas or semicolons (;).
  • Send email notifications to specified addresses if the launch fails for any reason
    To do this, type the addresses in the If launch fails, notify field. Separate multiple addresses with either commas or semicolons (;).
    The email notification contains information that identifies the campaign and program, and a pointer to the error in the Campaign Dashboard.
  • Preview the campaign
    To do this, click Preview Campaign.
  • View the Campaign Dashboard
    To do this, click Campaign Properties.
Send SMS message

Important: This feature is only available if Program SMS is enabled for your account.

Triggers a Short Message Service (SMS) text message that you enter. The message text is limited to 160 characters (GMS) or 70 characters (UCS-2). For more information, seeSMS Campaigns.

Send push campaign

Important: This feature is only available if Push Campaign is enabled for the account.

Tip: This activity is available from the Push Interactions menu on the palette.

Sends an associated Push campaign. You can launch the Push campaign using the Customer activated event.

Note: Responsys does not support Program launch for Message Center direct campaigns.

This only affects Message Center direct campaigns. If your Push campaign also sends the message to the mobile app's Message Center, recipients will receive both the Push notification and the message center message.

For more information about Mobile App campaigns, see Mobile App Overview.

Send in-app campaign

Important: This feature is only available if App Channel List and In-App Campaign are enabled for the account.

Tip: This activity is available from the Push Interactions menu on the palette.

Sends an associated in-app campaign. You can launch the in-app campaign using the scheduled filter of the App Channel List filter. For more information about the App Channel List filter, see About App Channel List filters.

For more information about Mobile App campaigns, see Mobile App Overview.

Send SMS campaign

Important: This feature is only available if Oracle Responsys SMS is enabled for the account. For more information about Oracle Responsys SMS, see Responsys SMS Overview.

This activity sends an associated Oracle Responsys SMS campaign and is available from the Mobile interactions menu on the palette.

You can configure alerts, view campaign information, preview the campaign, and create a new campaign. Note that if you set any of the following options in the Campaign, then change them in Program, the Program settings take precedence. The following options are available in the Send SMS campaign activity dialog under Settings & options:

  • Apply launch throttling to the campaign

    To prevent slow responses or even a shutdown from too much volume, select the Apply launch throttling check box. Launch throttling controls the rate at which messages are sent. The Account Administrator sets the launch rate for the account. For more information, see Throttling a campaign launch.

  • Send a progress notification to one or more email addresses
    To do this, type your desired email address in the Send progress notification(s) to field. Separate multiple addresses with either commas or semicolons (;). You can choose to have progress notifications sent with the following conditions:
    • When skipped messages exceed a certain percentage
    • For messages sent every 5%, every 10%, every 20%, every 25%, or on launch completion
    • When the launch starts
  • Send email notifications to specified addresses if the launch fails for any reason
    To do this, type the addresses in the Send failure notification(s) to field. Separate multiple addresses with either commas or semicolons (;).
  • Preview the campaign

    To do this, click Preview campaign.
  • Create a new SMS campaign
    To do this, click Create new.
Send MMS campaign

Important: This feature is only available if Oracle Responsys MMS is enabled for the account.

Tip: This activity is available from the Mobile interactions menu on the palette.

Sends an associated MMS campaign to customers.

Tip: To preview the selected campaign, click Preview campaign in the Send MMS campaign activity dialog.

For more information about MMS, see Oracle Responsys MMS Overview.

Send Web Push campaign

Important: Available only if Web Push and Multichannel are enabled for the account.

Sends an associated Web Push campaign. This stage supports both triggered and bulk launches.

You can configure alerts, view campaign information, preview the campaign, and create a new campaign. Note that if you set any of the following options in the Campaign, then change them in Program, the Program settings take precedence. The following options are available in the Send web push campaign activity dialog under Settings & options:

  • Apply launch throttling as defined in the campaign

    To prevent slow responses or even a shutdown from too much volume, select the Apply launch throttling check box. Launch throttling controls the rate at which messages are sent.

  • Send a progress notification to one or more email addresses
    To do this, type your desired email address in the Send progress notification(s) to field. Separate multiple addresses with either commas or semicolons (;). You can choose to have progress notifications sent with the following conditions:
    • When skipped messages exceed a certain percentage
    • For messages sent every 5%, every 10%, every 20%, every 25%, or on launch completion
    • When the launch starts
  • Send email notifications to specified addresses if the launch fails for any reason
    To do this, type the addresses in the Send failure notification(s) to field. Separate multiple addresses with either commas or semicolons (;).
  • Preview the campaign

    To do this, click Preview campaign.
  • Create a new Web Push campaign
    To do this, click Create new.

Multichannel programs support sending Web Push campaigns. For more information about Web Push campaigns, see Launching a Web Push campaign with Campaign Designer.

Prepare campaign

Personalizes and builds email messages ahead of time to ensure that they are ready at the specified time. This is useful when the campaign must be sent at a specific time, such as a flash sale.

You can follow the Prepare campaign with either a timer or a Send email campaign stage. You must specify the same campaign in the Prepare campaign and Send email campaign stage.

Using timers with Prepare campaign

To ensure that all enactments arriving in a batch are sent to the Prepare campaign stage, use a timer before this stage.

To ensure that all messages are ready when needed, use a Timer after the Prepare campaign stage that provides enough time to prepare messages.

Prepare campaign properties

Campaign--the campaign to prepare. This must be the same campaign specified in the Send email campaign activity.

Campaign send time--the time to move the messages to Send email campaign or the Timer.

Set data

Sets a list field or profile extension table field either to a value, changing it by a specified amount, or to a value supplied by an event or an entry tracking variable. You choose the method, the list or profile extension table, and the field to update.

Important: If it is enabled for your account, this stage can update up to 10 fields for a list or profile extension table. If it is not enabled, you will need a Set data stage for each field you would like to update.

Warning: If data redaction is enabled for your account, ensure sensitive customer data from redacted columns are only written to columns designated for redaction. If your program contains sensitive customer data, writing the data to a column not designated for redaction will expose that data. You can contact a Responsys user with the Data Director or Account Administrator role to find out if a column is redacted or not.

Get data

Updates entry tracking variables during the program flow. You can use this activity in combination with the Data Switch to send a customer on a different path based on the most current non-profile information. For example, if the customer's order is shipped, you can send a follow-up promotion; otherwise, send the shipping status.

Add display campaign

Important: This feature is only available if Display is enabled for the account.

Adds customers to the selected Display campaign.

To select a Display campaign:

  1. Right-click the element and select Properties.
  2. Click Select, click the name of the campaign you want, and click Select.
  3. Click Done.
Remove display campaign

Important: This feature is only available if Display is enabled for the account.

Removes customers from the selected Display campaign.

To remove the Display campaign:

  1. Right-click the element and select Properties.
  2. Click Remove.
  3. Click Done.
Holdout group

Important: This feature is only available only if Holdout Groups are enabled for the account.

Creates a holdout group. Use holdout groups to compare performance of contacts who received a campaign to those who did not. The holdout group is the percentage of the audience who do not receive the campaign.

Use this activity as a path for an Allocation switch , where you specify the percentage of the audience that should not receive a campaign.

Use the holdout group properties to select the campaign to use for comparison. You can select either all campaigns in a program or a specific campaign.

The comparison data is available in the Holdout Group CED feed. For more information, see Exporting Event Data Feeds.

About switches

Switches provide business logic that directs the flow of a program along one path or another. Switches have one or more inputs and two or more outputs.

To specify switch settings, right-click a switch on the canvas and select Properties.

The following switches are available:

Name Description
Data switch

Uses filters to determine the stage toward which a customer moves. For each path, you can select an existing standard filter associated with the program's profile list or define a filter based on the program's variables. If your account imports audiences from CX Audience, you can define a filter based on CX Audience attributes. If your account uses Organizational Access Control, you will be able to select only filters that belong to your organizational units and their sub-organizational units. Additionally, if Display is enabled for the account, you can also use a Display filter.

Note: As of 20C, Web Push filters can be used with this switch.

You can view and edit existing standard filters from within Program. To view and edit the selected filter, click An image of the Edit icon in the Data switch dialog.

Important: You can only edit existing standard filters from within Program if the new Filter Designer user interface is enabled for your account.

After editing the filter, users can either Save their changes or use Save As. If a user chooses Save, the newly saved filter is used in the data switch path. However, using Save As creates a new filter, and if users want the path to use this new filter, they must update the path to do so.


Screenshot of a program canvas with the data switch properties dialog displayed. Illustrates the different choices that you can use as filter conditions for each path.

Important: The order in which you define the output paths is important for filtering the audience records for each output path. You must always specify the most specific criteria as your first output path filter criteria. This is because once a record is selected for an output path, that record is no longer available for any other output path (unless multiple records for the same audience member were passed to the data switch).

Allocation switch

Sends randomly selected customers along a random path, but statistically weights the paths. You specify the percent of customers to send along each path; the total for the branches must equal 100%. Can be used alone or in conjunction with the performance switch for testing different approaches.

If Holdout Groups are enabled for the account, you can create a path using the Holdout group activity to compare performance of contacts who received a campaign to those who did not.



Example 1: Send 50% of your program participants an online discount and the other 50% an in-store gift card. Analyze resulting actions to determine the best approach.

Example 2: Send 10% of your participants to Campaign A, another 10% to Campaign B, and the remaining 80% to an elapsed timer followed by a performance switch for subsequent routing to the path with the better performing campaign.

Holdout Group example

AI switch

Important: AI switch is available only if the Oracle Program Adaptive Intelligent Switch feature is enabled and the integration with Oracle Adaptive Intelligent Apps for CX service is configured for your Oracle Responsys account. For more information, see Managing your Oracle Adaptive Intelligent Apps integration .

Sends each customer along a path chosen by the Oracle Adaptive Intelligent Apps service (AI). For each customer, AI chooses a path that is the best campaign and/or channel. To choose the best paths, AI learns from behavioral data feeds from Responsys and, optionally, other data that your organization chooses to provide it. (Click the image below to enlarge it.)

Screenshot of the AI switch in the Program Designer and its settings dialog

To use this switch:

  1. Under Paths, specify two or more "send campaign" paths, plus a timeout path, and set the timeout criteria. A timeout means that the prediction wasn't received within the time you indicated under Timeout.
  2. In the switch settings, select a metric for AI to use when choosing the best campaign and/or channel (and Best Sent Time, if it is enabled for your account) for the recipient:

    • Open - choose this metric for campaigns to drive recipient enablement (for example, "Welcome" campaigns).
    • Click - choose this metric for campaigns to drive web site engagement (for example, "Newsletter" campaigns).
    • Conversion - choose this metric for campaigns to drive purchases and form submissions (for example, "Flash Sale" campaigns).

Best Sent Time

AI also provides the best time prediction at an enactment level, and the AI switch will move enactments along the best campaign and/or channel path at the best predicted time. For example, 3:00 pm might be the best time for Push for a contact, while 7:00 pm might be the best time on an Email channel for a different contact. Best time predictions are rounded to an hour.

Important:The Best Sent Time for AI switch feature is currently released under Controlled Availability. To request access to this feature, please log in to My Oracle Support and create a service request.

Enactments move along the best path without waiting for a specified time if AI does not predict a best sent time before timeout. Additionally, if the AI predicts a best sent time but no best path before timeout, enactments are sent along the timeout path at the specified time of the timeout.

Count switch

Sends a specified number of recipients down a path. You may create up to 8 paths for each switch. Paths are evaluated in order they are created. When the number of enactments exceed the specified number, the remainder is sent down the last path, called Remaining path.

You may select from either one of the following count types:

Batch--use when enactments come in all at once, such as from a scheduled filter, Connect job, or an audience. If multiple batches enter the switch at once, each batch is evaluated separately. If the number of incoming enactments exceeds the number in the path, the enactments are randomized. For example, if 200 enactments come in and you send 100 enactments down a path, the switch sends randomly selected 100, not the first 100.

Counts by duration--use for triggered enactments. For example, send 100 enactments each week down Path 1. The following rules apply for duration:

Maximum number of days is 365. A day ends at midnight.

Maximum number of weeks is 52, A week runs Sunday through Saturday.

Maximum number of months is 12. A month starts on the first day of the month.

Event switch

Sends recipients down a path when a specific event occurs.

You must create at least one event path and one timeout path. The switch uses the timeout path if the specified events do no occur during the specified period. You set the timeout period in the Timeout section of the Event switch dialog.

After you select an event type for a path, a dialog opens where you can select the specific event.

The Event switch icon on the canvas changes to indicate which event types are selected for each path as shown below:

No paths have been created or multiple event types are selected

Custom

SMS Received

Collaboration

Cart Abandon

Browse Abandon

Purchase

Open

Click

Conversion

Catch

Intelligent switch

Important: This feature is available as part of the Advanced Intelligence Package add-on for Oracle Responsys that must be ordered for your account. However, Intelligent switch does not require other Oracle products to work. Please contact your account manager or Oracle sales.


Sends each customer along a program orchestration path predicted by CX Marketing data science in Responsys. For a given optimization goal (Click or Conversion), the Intelligent switch evaluates each customer's profile, then sends them down the best predicted path based on analysis of historical data. The best predicted path is the one that is predicted to be the best campaign and channel. In addition, recipients are sent along the best path at the best time predicted for each recipient.

To use this switch:

  1. Under Paths, specify two or more "send campaign" paths, plus a timeout path, and set the timeout criteria. A timeout means that the prediction wasn't received within the time you indicated under Timeout.
  2. In the Select goal for optimization settings, select your goal for the switch to use when predicting the best campaign, channel, and send time for the recipient:

    • Click - choose this goal for campaigns to drive web site engagement (for example, "Newsletter" campaigns).
    • Conversion - choose this goal for campaigns to drive purchases and form submissions (for example, "Flash Sale" campaigns).

    Usage notes:

    • Intelligent switch is not limited to multi-channel use cases. For example, you can use it to predict the best email campaign for each recipient when you have multiple possible email campaigns.
    • All three predictions - best channel, best campaign, and best time - are predicted for each recipient. You cannot choose which predictions to include or exclude.
    • Intelligent switch not only gets the best time prediction for each recipient, it also waits until the best predicted time to release recipients to the next stage. For example, two recipients reach the Intelligent switch at noon. Best time predicted for recipient A is noon and best time predicted for recipient B is 3 p.m. Recipient A is sent along the path immediately, because the best time is now. But recipient B is held until 3 p.m. and then passed to the next stage.
Performance switch

Tests the performance of campaigns or other variables on two or more paths in a program, and sends the audience to the path that is determined (manually or automatically) to yield the best results.

Use a performance switch in conjunction with an allocation switch to send small test groups to the paths defined by the Performance Switch and hold the remainder of the audience using an elapsed timer or target timer until the path with the best results is determined. You can define criteria to automatically select the winning path based on email campaign metrics or set it for manual selection.




When the timer expires, the remainder of the audience is sent to the path with the best result. In a simple scenario that tests two campaigns with no other variables, you can let the system determine the winning path and send the hold-out group to that path. In a more complex program with multiple campaigns, you will probably want to set the performance switch for a manual decision. You can override an automatically selected winning campaign and make the manual decision on the Analyze tab. The performance switch sends an email notification to a specified list of addresses when the winning campaign has been selected (either manually or automatically).

Note: The performance metrics for automatic winner selection are based on email campaigns only. If any of the paths use SMS campaigns, we recommend setting the performance switch to manual selection and analyzing offline performance, based on the nature of the message, to determine the most effective path.

For more information, see Understanding performance switches.

Send Time Optimization (STO) switch

Using the STO switch, you can use your own optimal send time data loaded into a custom Profile Extension Table (PET) with the expected schema, or you can leverage the optimal send time Responsys calculates. To learn more, see the Send Time Optimization Implementation Guide.

Screenshot of the Send Time Optimization switch icon and its settings dialog. It requires that you select the Send Time Optimization PET for the switch to use.

Before you can use the STO switch, you must create the standard STO profile extension table (PET), as described in the Send Time Optimization Implementation Guide. These PETs have the name scheme STO_Email_<profile list name> (for Email channel) and STO_Push_<profile list name> (for Push channel), and they have a data schema specific to the STO feature.

Important: To use the optimal send time calculated by Oracle Responsys, the Send Time Optimization Cloud Service SKU or Advanced Intelligence Package add-on must be ordered for your account. Please contact your account manager or Oracle sales.

Stage gate

Pauses and releases recipients through a program. For more information, see Understanding stage gates.

Tips for using data switches and allocation switches

  • Filter the largest group first.
  • A filter with too many clauses or with CONTAINS operators can slow down your launches and overall account performance.
  • Use recency attributes instead of sent interaction attributes to filter for people who have been sent or not sent campaigns.
  • When splitting an audience, keep the paths separate, and do not rejoin them.
  • Do not attempt to break your audience into many small groups. A good minimum starting point is 30% of your audience in each test branch.

About notes

Use notes to add comments to the entire program or directly to specific stages. Your comments are not included with any activity that a customer can view.

To add a comment, drag a note onto the canvas and double-click it to open the Note dialog. To attach note to a stage, draw a line between the note and the stage.

Troubleshooting programs

If your program contains an associated list, filter(s), and/or campaign(s), and any of these are deleted (by you or anyone else), your program will be blocked. You can view warnings about blocked items on the Analyze tab. For more information, see Analyzing programs.

Best practices

Changing campaigns used by a program

  • Create campaigns specifically for use by your programs and keep them organized in different folders from campaigns that might be used for other purposes.
  • When changing a campaign, replace it in the program but keep the old campaign to preserve and make sense of the delivery and response data captured by Program while the old campaign was used. See Program Best Practices for details.
  • When you make fundamental changes to program diagrams, leave the existing elements and paths intact and build the adjustments around them to the extent possible.

Program design and management principles

  • Develop programs targeted for small, profitable segments.
  • Create programs that provide a way for the customer to exit the program.
  • Develop programs with a clear and focused purpose.
  • Remove unnecessary scheduled filters that result in an audience size of zero.
  • Unpublish programs that are no longer necessary.
  • Contact Oracle Responsys if you have a large audience.

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