Oracle Responsys Release 6.31 Enhancements
This release includes Holdout Groups in Programs, providing marketers with the ability to designate recipients for holdout groups and specify campaigns for comparison. Utilize the CED output and offline data for lift analysis, enhancing performance evaluation and campaign optimization in Oracle Responsys.
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Presentation Transcript
Oracle Responsys Release 6.31 Oracle Responsys Enhancements: Holdout Groups in Program
Agenda Enhancements Overview Enhancements Detail Implementation Advice
Enhancements Overview Holdout Groups in Program New Holdout Group activity stage in Program New Holdout Group CED output file New PROGRAM_ID column in LAUNCH_STATE CED output file
Holdout Group Stage in Program Designer What Does it Do? New activity noting all who are routed into a holdout group All holdout enactments are logged into Holdout CED file Designate the campaign to compare for lift analysis Send to Campaign stage labels are listed in Compare to: No Insight reporting nor Filter Designer retargeting Navigation: Program Designer Palette: Holdout Group
Holdout CED Output File What Does it Do? New Contact Event Data (CED) output file for Holdout Groups List enactments that entered the Holdout Group stage COMPARISON_CAMPAIGN_ID value is marketer preference NULL value means compare to all campaigns in Program Edit existing Export Feed Data job or create a new job Filename and layout in CED documentation Navigation: Menu: Data: Interact Connect: Export Event Data Feed
LAUNCH_STATE CED Output File Enhancement: PROGRAM_ID What Does it Do? New column CED LAUNCH_STATE output file PROGRAM_ID denotes Launch is related to a specific Program May now see if a campaign was sent from Program Use for performance analysis of comparison campaign Holdout CED has matching PROGRAM_ID column File a Support SR to add new column to CED output Column will appear in next CED execution/run Note: PROGRAM_STATE CED file lists details of given Program
Holdout Groups in Program What is the Business Value? Marketers may designate recipients for a holdout group Marketers may specify the campaigns to compare for lift Using CED output and offline data, perform lift analysis
Summary of Enhancement Capabilities The features covered in this training are: New Holdout Group activity stage in Program New activity stage in Program to route enactments for a holdout (control) group and designate comparison campaign New Holdout Group CED output file New Holdout Group CED output file allows customers to perform lift performance analysis in conjunction with offline data New PROGRAM_ID column in the LAUNCH_STATE CED file Allows for matching Holdout Group comparison data to marketer-designated comparison campaign activity.
Additional Information CED output is the only reporting mechanism for Holdout Groups Support may add new PROGRAM_ID column to LAUNCH_CED output file. New column will appear in next CED export of LAUNCH_STATE. PROGRAM_ID value will be non-null only for Program-related LAUNCH_STATE records and records created AFTER column is added to LAUNCH_STATE output Program Triggered LAUNCH_STATE records are created upon first Program Publish after adding a new Send Campaign stage to the Program Program Triggered LAUNCH_STATE records (LAUNCH_TYPE = R ) are created once per Campaign per Program per Send Campaign stage Reminder: Maintain in your BI system, a running history of all LAUNCH_STATE records
Feature Impact Guidelines Any (Optional ) Admin Configuration Needed Additional Cost Feature Name Availability* Prerequisite Holdout Group stage in Program Program CA No Yes Holdout Group feature Holdout Group feature Connect Export Event Data Feed Holdout Group CED output file CA No Yes PROGRAM_ID in LAUNCH_STATE CED output file Connect CA No No Export Event Data Feed * GA General Availability, CA Controlled Availability, MD Measured Deployment
Implementation Advice for Program Directors and Managers Before designing a program with Holdout Groups, ensure you data team is: Exporting and ingesting the new Holdout Group CED output file Can see the new PROGRAM_ID column in the LAUNCH_STATE CED output file, and is ingesting the new data Can perform Business Performance Lift Analysis incorporating the Holdout Group data If adding a Holdout Group to an existing Program, please replace each existing Send Campaign activity stage with a new Send Campaign activity The new activity stage may send the same campaign as the old activity stage Save and Publish the Program This is necessary to export new LAUNCH_STATE records with a PROGRAM_ID value; else Compare To queries by your data team will fail
Implementation Advice for Data Directors The Holdout Groups CED output file specifies recipients by CUSTOMER_ID value Please ensure all recipients in the profile table has a valid CUSTOMER_ID_ value matching the proper identifier in your system(s) of record
Configuration Summary Configuration for this solution is performed as follows: Update own CED ingestion processes to accept new LAUNCH_STATE.PROGRAM_ID column Remember to retain running history of both LAUNCH_STATE and PROGRAM_STATE output for referential joins from future events Update own CED ingestion processes to accept new Holdout Group CED output file Ask Support to add PROGRAM_ID column to LAUNCH_STATE CED and enable Holdout Group for Program feature In Connect, Update Export Event Data Feed job to export new Holdout Group output file Update existing programs, replacing the Send Campaign activity stages with new Send Campaign activity stages
Update CED Ingestion Processes Configuration Detail Ingest PROGRAM_ID column in LAUNCH_STATE CED output Ensure your ingestion processes do not break with the addition of PROGRAM_ID to the LAUNCH_STATE flat file Ingest the PROGAM_ID value for each LAUNCH_STATE record Ingest and Process Holdout CED output file Look for new output flat file: accountID_Holdout_YYYYMMDD_HH24MISS.txt Review updated CED documentation for file layout Retain running history of Holdout CED file for comparisons to future responses of the designated comparison campaigns with the relevant time frame.
Compare Holdout Members to Comparison Campaign Performance Configuration Detail Note: Always note the EVENT_CAPTURED_DT value in all CED files to ensure the event corresponds to the time period of interest For each HOLDOUT record, note its PROGRAM_ID and COMPARE_TO_CAMPAIGN_ID values. Find LAUNCH_STATE records with the same values in LAUNCH_STATE.PROGRAM_ID and LAUNCH_STATE.CAMPAIGN_ID. Note the LAUNCH_ID for the discovered LAUNCH_STATE records. Note any CED behaviors related to the discovered LAUNCH_ID values. These records represent the performance of the comparison campaigns for those sent messages (not held out) For each HOLDOUT record note its CUSTOMER_ID value in addition to PROGRAM_ID value and COMPARE_TO_CAMPAIGN_ID value Search non-Responsys data to see if customer with the given CUSTOMER_ID value has taken the desired actions despite not receiving the comparison campaign (as noted by COMPARE_TO_CAMPAIGN ID value).
Roles Feature Name Functional Role Program Director Program Manager Holdout Group activity stage in Program Holdout Group CED output file Data Director New PROGRAM_ID column in LAUNCH_STATE CED output file Data Director
