Personalize Marketing Automation

Introduction

 

Increase the rate of your conversions by relying on real customer interests collected by Content Intelligence to build specific lists of contacts and send personalized marketing campaigns.

 

Modern marketing automation tools have always been forced to use technical data to profile anonymous users, such as IP-address, recurring/new visitor, and country. This kind of information tells you just little or nothing about each visitor.

 

Content Intelligence significantly improves marketing automation by adding information about visitors’ interests; in this way, users who come from the same country, use the same device and have similar viewing frequency can be clearly differentiated and targeted in a personalized way by leveraging interest data, even from the very first interaction.

 

Content Intelligence uses semantic information to classify both visitors and content; this has a very important impact on marketing automation tools. Traditional marketing automation tools provide a set of rules to trigger actions that engage customers: e.g. a recurring visitor coming from a given page and spending more than 10 seconds on this page will receive a specific call-to-action.

 

Every time that new content is published on the website (e.g. in the blog) most or all rules must be updated to include the new content and how it affects the existing triggers. These tools can be powerful, but the required manual action is very expensive.

 

Content Intelligence allows you to design triggers based on semantic meaning: every new piece of content will automatically affect triggers with no human action required.

 

 

 

 

 Steps:

[dropdown:1. Create users] 

To set up your environment and manage a process that allows you to use Content Intelligence data to refine your marketing automation campaigns, you need at least one Content Intelligence Manager within the Platform who will consistently tag content and analyze data collected by Content Intelligence to measure the performance of your editorial strategy and set up targeted marketing campaigns.

 

To create a new user, click on the menu button in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking on the button in the first row of the second column.

 

Give this user the role of Content Intelligence Manager.

 

In-depth information:

[/dropdown][dropdown:2. Set up the workflow]

In order to collect relevant data on users' interests, it is important to ensure that all the content used across your touchpoints can feed THRON's Content Intelligence, so that you can get to know your audience even before their actual conversion.

For this reason, the first step is to set up a "To be tagged" folder in which you will activate an instance of Magic Site Integration for each of the websites you use to communicate (e. g. corporate website, blog, e-commerce, etc.), and an "Approved" folder to which your Content Intelligence Manager will move the URL content once tagged.

 

As an alternative to using Magic Site Integration, you can centralize all your content in THRON by uploading digital assets via drag and drop.

Once the content has been uploaded and properly tagged, you can use the THRON Player to deliver them across your digital channels via an embed code, collecting relevant data on your audience's interests.

 

To create a new folder, click on the “+” button which is located at the bottom of the folders’ column.

 

In the modal window, make sure you enter the name “To be tagged” and leave “No folder” as main folder, since we are now creating a new root.

Then click on “Edit access list” and add your Content Intelligence managers, giving them full rights over the content and the right to remove content from the folder (Can edit folder and publish/remove content).

Save and close the modal.

 

Then click again on the “+” button to create a new folder, enter the name “Approved” and make sure that “No folder” is selected as the main folder; edit the list by including your Content Intelligence Managers and give them the right to publish content in the folder (Can edit folder and publish/remove content).

 

In-depth information:


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[dropdown:3. Prepare the taxonomy]

For Content Intelligence to be able to collect relevant data about your audience's interests, content-associated tags must be consistently defined and organized. In particular, the tags for all stages of the content marketing funnel need to be prepared in the TOPIC classification. This is the only way for you to  always be able to know at which level of your buyer's journey each user is located.

The recommended approach is to build your TOPIC classification dictionary in such a way as to have the following branches:

 

  • AUDIENCE INTERESTSThe general topics that represent the interests of your company's prototype buyer personas. These concepts will be used to tag the content in the upper part of the funnel, i.e. awareness content.
  • COMPANY TOPICSAll the concepts that have to do with the market in which the company operates and the types of problems that its products/services intend to solve. Typically, these concepts are used to tag the consideration content in the intermediate stage of the funnel.
  • PRODUCT CATEGORIESProduct categories or groups based on similar characteristics. Subcategories may also exist if necessary. These concepts are to be used on product-related content.

 

 

To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then click on "Tags".

Once in, select the TOPIC classification and enter the Tag dictionary. To create a new tag, click the "+ Create new tag" button at the bottom of the left column.

Create the three root tags to begin with; then enter the tag name (e. g."Audience Interests") and make sure to select the "No parent tag" entry in the dropdown.

Once the three root tags have been created, you can go ahead and create your own dictionary by introducing all the other concepts, taking care to select the corresponding parent tag from time to time. If the THRON Semantic Engine has already generated some tags, you will find them inside the "Misc" container. Drag and drop them to place them in the organized tree.

 

In-depth information:

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[dropdown:4. Centralize your content]

Once you have prepared your workflow folders and defined the tag dictionary, be sure to activate a Magic Site Integration application for each website in the "To be tagged" folder. This will provide two immediate benefits:

  1. Content Intelligence will start immediately tracking your contacts' visits to web pages
  2. All pages will automatically be imported in THRON in the form of URL content, minimizing integration time.

 

To activate Magic Site Integration click on the "+" button in the header menu and select "Magic Site Integration". In the next modal, enter the domain of the website you wish to integrate, without the protocol (e. g. www.mywebsite.com) and make sure to select "To be tagged" as the folder in which you want to publish your content. Repeat this operation for any channel you wish to integrate with Content Intelligence.

 

Alternatively to the use of Magic Site Integration, you can centralize all of your content in THRON by uploading digital assets via drag and drop. Once the content has been uploaded and properly tagged, you can use the THRON Player to deliver them across all your digital channels via embed code, thus collecting relevant data on your audience's interests.

 

In-depth information:

[/dropdown]

[dropdown:5. Tag your content]

As URL content is published by Magic Site Integration into the "To be Tagged" folder, the Content Intelligence Manager will be automatically notified and will then be able to review the tagging that the semantic engine has set up for each piece of content, integrating it with tags from the dictionary you have previously created. Once tagged, the content should be moved to the "Approved" folder to keep your workflow tidy.

 

To tag a piece of content, access its details by clicking on the item in the list. Add tags to the TOPIC classification using auto completion or a dedicated modal. To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar. The tags you have added will be associated with all the content of your selection.

 

In-depth information:

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[dropdown:6. Link your Marketing Automation tool to Content Intelligence]

The next step is to make sure that THRON can collect profiling information about your contacts. To do so, you will have to add the Tracking Library to your landing pages or to pages where profiling actions are performed. This will allow THRON to associate the provided identities to a previously anonymous contact, allowing you to link all the data collected by Content Intelligence to a specific person. This integration in fact, will provide you with the opportunity to collect data on the interests of your contacts, thus having the opportunity to create contact “clusters” based on specific interests, and then create targeted communication campaigns.

 

To include THRON Tracking Library, place this script in the <head> of your website:

<script src="//<clientId>-cdn.thron.com/shared/plugins/tracking/current/tracking-library-min.js"></script>

Remember that if a THRON Player delivering content is already present on the page, you do not need to include the library again.

 

In both cases, make sure to invoke the loginAs method as soon as a profiling action is carried out (e.g. form that collects identities):

var tracker= _ta.initTracer(‘<clientId>’);
tracker.loginAs(‘<loginType>’,’<loginValue>’,’<contactName>’); 

 

Where:

  •  loginType: (mandatory) String; it is the type of identity provided, you can use a free text here (e.g.: "email") but remember to keep coherence in the name (please note that "thronuser" is a reserved key used to identify THRON usernames)
  •  loginValue: (mandatory) String; it is the value of the identity provided (e.g. the email address)
  •  contactName: (optional) String, it is the full name of the new contact.

 

This implementation is sufficient to allow THRON to have contact identity information that is also present in the Marketing Automation tool, so that the corresponding Single Customer View can be accessed for any profiled contact, simply by searching for the contact with any of the provided identities.

 

For an advanced level of integration, and to maintain synchronization between contact information in the Marketing Automation tool and the data available in THRON, please read this article.

 

In-depth information:

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KPI Check: Send targeted messages based on customers’ real interests

 

You can now create contact lists based on customer’s actual interests, and send targeted campaigns as a result.

Once you have established the interest you want to create a contact list for, you can trace the tag related to that specific item and all the contacts who have been tagged by THRON's Artificial Intelligence with that specific tag.

 

First of all, make sure to retrieve the TOPIC classificationId and the tagId related to that specific interest.

 

To retrieve the ID of the TOPIC classification, use the following request:

POST : "//<clientId here>-view.thron.com/api/xintelligence/resources/classification/list/<clientIdHere>"
AUTHORIZATION: X-TOKENID
Content-type: application/json
Body:
{
	"criteria": {
		"active": true,
		"removed": false,
		"classificationType": [
			"TOPIC"
		]
	},
	"offset": 0,
	"limit": 0
}

 

Once you have the ID of the classification you can include it in the following request to retrieve the ID of the tag starting from its label:

POST:"//<clientIdHere>-view.thron.com/api/xintelligence/resources/itagdefinition/list/<clientIdHere>/<classificationIdHere>"
AUTHORIZATION: X-TOKENID
Content-type: application/json
Body:
{
    "criteria": {
        "categorized": true,
        "text": "<Put tag label here>",
        "lang": "IT,EN"
    },
    "showLinkedMetadata": false,
    "orderBy": "label_A"
}

Now that you have retrieved this information, you can fetch the list of all contacts that have this tag, and extract all email addresses from this list.

POST: "//<clientIdHere>-view.thron.com/contactunit/xcontact/resources/contact/list/<clientIdHere>"
AUTHORIZATION: X-TOKENID
Content-type: application/json
Body:
{
  "criteria": {
    "itagOp": {
      "itags": [
        {
          "id": "<ID of the tag here>",
          "classificationId": "<ID of the classification here>"
        }
      ]
    },
    "contactType": "IDENTIFIED"
  },
  "option": {
    "itags": false,
    "keys": true,
    "oldIds": false,
    "ignoreITagCombining": false
  },
  "offset": 0,
  "limit": 0
}
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