The first two articles of Grace:

• A brief description of SAP Marketing Cloud functions (1): Contacts and Profiles
• A brief description of SAP Marketing Cloud functions ( Two): Target Group

As the third article in this series, this article will introduce you to the functions of the two modules of marketing activity content design and product recommendation in SAP Marketing Cloud.

After the marketing person in charge has determined the Target Group through the steps described in the second article, the next step is to design the content of the event. This part of the work is completed in Content Studio.

We can create different types of Marketing activity content. The content can be customized for customers, such as adding products in the user’s shopping cart, the user’s name, and so on. At the same time, you can set the content you create as templates and reusable blocks for easy reuse later.

The design of personalized content is realized by clicking Insert Attribute where you need to insert and selecting the required personalized attributes. This feature allows marketing activities to be implemented more intelligently and accurately.

For example, provide different discounts based on user portraits, recommend products from different origins, and so on.

Can be configured in the Condition Assignment interface Dynamic display rules of content elements based on certain conditions. For example, in the content element display layout, if the user’s First name can be obtained, then the name is displayed, otherwise the default value is displayed.

For people of different ages The operation of different discounts is similar. Click the plus sign to set the display of different age groups.

When Target Group and event content After everything is ready, we can start to execute marketing activities (the word Campaign is used to describe the following).

There are many Campaign templates to choose from. We can choose according to our needs, or we can create our own marketing campaign templates for easy reuse.

The following takes Email Campaign as an example Be explained.

As shown in the figure below, we Select Target Group for the marketing activity.

Add content to marketing activities, For example, to join the A/B test, send two kinds of emails with different content to Target Group, and then collect business data of these groups to check the marketing effect and help us adjust our marketing strategy.

Click on this trash can The icon can delete unnecessary content.

A/B test settings to modify. Performing A/B testing before conducting large-scale marketing activities can help to find a better implementation plan.

Prepare before selecting the mail module Fill it with a good Email.

You can add triggers to emails , For example, select “open mail” as the trigger condition:

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If the email has not been opened within 5 days (the number of days can be changed), a message will be sent to the user as a reminder. To achieve this behavior, you only need to add the event and select the corresponding content to fill it.

After the setting is over, we choose Done, and click Start to start the marketing campaign. Click Save as Template to create a marketing activity template. If the set start time has not arrived yet, the activity will be carried out automatically when the time arrives.

View in the Campaigns detail page The effectiveness of marketing activities.

Since it is a marketing activity, the product Recommendations are of course indispensable.

First, clarify some concepts and terms:

(1) Recommendation Scenarios

Each recommended scenario only There can be one model type. Maintain the model type assigned to the scene in the recommended scene. In addition to providing recommendations to client applications, recommendation scenarios can also publish interaction data to the SAP HANA database.

(2) Model Type

Represents the recommended type provided by the model. Each model type can only have one active model at any time. The activity model provides recommendations to the client application.

(3) Model Model

When creating a Model, it will be assigned a model type. The model type attribute of a model cannot be changed after it is created.

(4) Algorithm

The model consists of one or more algorithms. The algorithm uses historical data to retrieve recommendations.

In the Scenario Overview interface of Manage Recommendation, we can search, view and maintain recommended scenarios.

Scenario 1: Show product recommendations on the web page based on the best-selling products within a defined period

Through search, we find and select Top Sellers In Web Home Page scene.

We can add A new Model. Enter the model name and select the model template. Here, select the “Sales Ranking in Interactive Sales Orders in the Past 60 Days” template. In addition, there are also “Items most viewed in the past 15 days” and “View together on the web product details page.” “Projects” and many other model templates are available.

Select the algorithm included in the model, Enter the algorithm details page.

We can adjust the algorithm parameters Modify, delete unnecessary pre-filters and add pre-filters.

Modify the model description:

These settings need to be maintained :

• Maximum recommended number: the default value is 20;
• Algorithm generation refresh rate: the default value is 1 day.

Save and Activate, the model will take effect on the set date.

Scenario 2: Cross-selling in the web product detail page

The recommendations displayed on the product detail page are based on items that are often purchased together with the items on the detail page. For example, people who bought a laptop usually buy a mouse.

Select “Web product details “Cross-selling” scenario on the page, and add a new Model to the scenario, enter a name and select “Cross-selling based on interactive procurement history in the past 60 days” as the model template.

If you only care about the same sales order You can delete the unnecessary algorithm preset in the Model.

Check the algorithm details here:

The way to change parameters is the same as before Same:

Pre-filtering can be used The controller sets the Target Group for our algorithm:

Use the Add Algorithm or Rule function to add algorithms with different Target Groups to achieve the purpose of making recommendations for different target groups in the same model.

How to save and activate Model Same as mentioned above.

Scenario Three: Customize Model for Recommendation

When creating a Model to select a model template, there are many options mentioned earlier, such as: “Sales ranking in interactive sales orders in the past 60 days”, “Items viewed most frequently in the past 15 days”, “Items viewed together in the web product detail page”, “Cross based on interactive purchase history in the past 60 days Sales” etc. However, we can also choose an empty template, select the algorithm according to our own needs, and set the algorithm parameters.

About the marketing of SAP Marketing Cloud Grace will introduce you to the content design of the event and the product recommendation function. In the next article, Grace will introduce Lead & Account Based Marketing in SAP Marketing Cloud, so stay tuned.
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