Define Selection Criteria by Building Segments
Entering selection criteria, or defining the types of individuals you are selecting, involves building one or more segments that outline and refine your target results. This is known as segmentation. Segments represent the groups of customers you want to select for your campaign. Each segment may contain several conditions to specifically define a group of customers in detail, or just a few. You build these segments either by dragging a new Segment from the segments tab to the Design tab or by selecting a pre-made segment under Libraries. Your selection conditions dictate which customers to select or omit for each segment's TouchPoint groups.
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By default, segments are mutually exclusive. TouchPoint evaluates segments starting with the first and working toward the last until it finds a match. If a customer is eligible for more than one segment, he or she is selected only once, at the first match. However, you can instruct TouchPoint to select customers on every matching segment, rather than on just the first segment by making the segment Discrete. To learn more about this process read Making Segments FallThru or Discrete. Regardless of how many segments you choose to match, TouchPoint starts at the first, or top segment, and works towards the bottom.
The first stage of a TouchPoint campaign, after selecting a template, is the creation of selection criteria. Selection criterion are the Excludes and Pass-Thru fields that you use to select your targeted customers from your database. This is otherwise referred to as 'Segmentation.'
If you wish to run or create two TouchPoint campaigns simultaneously, go to the MarketWide main window and click the TouchPoint icon again for an additional TouchPoint window rather than clicking the 'New' icon, which closes the current TouchPoint.
Excluded customers are treated as if they do not exist. TouchPoint provides three ways to exclude data. Deciding what exclude method to use depends on what you need to accomplish.
Global Excludes Global Exclude is a way to make sure that certain consumers are suppressed from your entire campaign. For example, you might want to exclude people who are deceased or opted out of marketing communications. Global excludes make sure that no consumers who otherwise qualify for the exclude logic are selected by the campaign at any segment.
Segment Excludes Segment Excludes are applied within the TouchPoint selection tree at the exact position where they are placed, and affect only consumers who reach the exclude. For example, if a Segment Exclude is created to exclude recent buyers, and is placed beneath a parent that selects females, the Recent Buyer exclude is only applied to females and not to males. Segment Excludes are useful for managing campaign logic and preventing consumers from reaching certain segments, while still allowing other segments to evaluate them.
Table Filters Table Filters are used primarily for performance, and as such they restrict the amount of data TouchPoint processes. It's important to remember that a Table Filter is applied only to the table on which it is built, and is not evaluated for any other table. So, if you create a "Gender = Female" filter on a Customer table but your campaign has segments referencing other tables, the campaign can select consumers that are not females.
In some campaigns, you may want to suppress a group of customers from your campaign from being selected into any segment.
Excluded customers are not evaluated and will not be counted as either matches or non-matches in your campaign. Excluded customers are treated as if they do not exist.
The Excludes Dialog
The Excludes window allows you to choose groups of customers to exclude from your current campaign.
Opens a saved exclude.
Saves the selected exclude.
Opens SQLManager so that you can change the table that is highlighted.
Deletes the selected exclude.
Allows you to clear the selected exclude criteria.
To Add Global Excludes
- Click the Excludes toolbar button ( ) or select Query then choose Excludes from the menu.
- Click the Database Exclude button ( ) to open SQLManager and select a table. It will add a new row to the Exclude tab.
- Click the Add Filter... link to generate a filter defining the customers to be excluded.
- When finished adding all the appropriate excludes, click OK.
An Exclude icon will be displayed in the bottom right corner of the TouchPoint window to indicate that an exclude has been defined.
Executing Your Selection
During the execution phase, TouchPoint reads the database and accepts or rejects customers based upon your segment conditions. Selected customers are saved in a temporary work area managed by TouchPoint. You can view the number of selections returned for each segment in the Tracking Tab.
Once you review the returns, you can decide how many individuals from each cell you wish to keep. TouchPoint's default is to keep all selected customers. To choose to use only a portion of the individuals selected in your campaign, click the Tracking Tab found at the bottom of the TouchPoint window. You can also attach additional pertinent information to your selected customers using extra columns as defined during the TouchPoint Template creation process.
After defining your segments, click the submit icon () or select File and click Submit.
Using Table Filters
Using Table Filters to Expedite Your Selections
Table Filters are useful if you have a large amount of data and only need to process a small subset; e.g., out of hundreds of millions of transactions over a 10-year period, you may only want to select from orders generated in the last 12 months. This way the filter prevents TouchPoint from examining rows unnecessarily and taking additional processing time. Successful use of Table Filters can save extensive amounts of time when processing large or complicated campaigns.
Override Select Buffer Size
This is the number of rows per Customer Key that TouchPoint will look at before it moves on to the next customer key. For example, suppose one customer has 1,000 rows on your orders table and you have your buffer size set to 500, if they don't meet your criteria in the first 500 rows checked they will not be selected.
Treat Missing Library Objects as Error
Checking this option tells the engine that if an object can't be in the library, it should fail with an error instead of falling back to the local copy.
When Scheduled, Run Selection Only
If checked selection will run but your campaign will not be committed.
Maximum Nth Values
Displays the maximum number of values that can be Nth in the MarketFlow tab.This applies to the number of values for the selected "Nth By:" field in the Nth Setup window.
Display Customer Key in Main Window
Displays the Customer Key while the task is running in the main MarketWide window.
Display Segment Name and Description
Shows both the Segment Name and Description
Show Full Segment Descriptions in Hierarchical View
Shows both the Segment Name and Description
Remain Open during Long Running Operations
This will leave the TouchPoint window open when running operations like Commit or Frequency Distributions.
Enable MarketFlow Notifications by Default
Anytime a notification option is available in the MarketFlow it will automatically check that you would like to be notified.
The TouchPoint Pass-Thru field feature lets you access additional pieces of data pertaining to the customers or prospects selected by your campaign, whether or not you’re using this data as part of the selection criteria. By default, during customer selection, TouchPoint captures the 'Customer Key' field for everyone it selects. Pass-Thru fields are how you add other fields you may need to create your MarketFlow Journey. Reasons for using Pass-Thru fields include:
- Snapshots – you can capture dynamic information at the time of selection and save it to Promotion History for analytical purposes. A common example is a model score, where you might wish to know whether a campaign impacts model scores favorably or adversely for customers targeted by that campaign.
- Match Limits - allow you to choose the “best” subset of customers based on the value of a Pass-Thru field.
- Constraints – let you limit the number of solicits being sent to a household or business based on Pass-Thru fields such as recency or lifetime value.
- MarketFlow Journeys – Pass-Thru fields help you in creating branches, filters, excludes, and splits in your campaign MarketFlow.
- Dynamic Content – Pass-Thru fields can be used as dynamic content within email HTML, direct mail (e.g., envelope teasers), and even other channels such as telemarketing or social media.
Types of Pass-Thru Fields
Pass-Thru fields can be created as either static or reference:
- Static Pass-Thrus make a copy of the actual data during the initial selection and segmentation (i.e., when you submit from the “Criteria” tab). This data is physically stored inside your campaign, meaning your campaign takes up more space. This option is primarily useful for Snapshot fields. Since the snapshot is taken at selection time, static Pass-Thru fields are frozen and do not get updated if the original field value changes while the campaign is active. Finally, static Pass-Thrus have to be defined before your campaign is submitted; you have to resubmit the campaign after adding or removing one.
- Reference Pass-Thrus function much like a windows shortcut or browser URL string. A reference Pass-Thru is essentially a pointer to an actual field in the database, which might change constantly much like a web page. If the value of a reference Pass-Thru changes while your campaign is active, the new value appears immediately. Reference Pass-Thrus can be added to or removed from your campaign at any time without needing to resubmit.
Examples of When to Use Pass-Thru Fields
Example 1: An organization wants to track specific donor segments for each customer, classifying donors by giving levels. This classification gives a snapshot of the giving status of a customer each time he or she is solicited. Using Pass-Thrus to update client status allows the organization to make the solicitation more specific to the individual or to perform reporting analysis.
Example 2: A business wishes to choose whom to solicit based on a model rank score. The marketer could use a Model Score field as a Pass-Thru, and then when selecting Match Limit, elect to base the Priority on the highest model scores. This would ensure that the customers receiving mail are the ones best situated to make purchases.
User Defined Field(s)
User Defined Fields are math expressions, similar to the formula dialog found in Analyzer. Using this feature, you can perform practically any sort of arithmetic expression involving database fields, aggregates, and variables; and return the result as a field that can be referenced in your segment criteria. For example, you might take a consumer’s dollar amount from their last order and subtract from it their average order amount for the past year, and the result is over $30 you send them a gift card. This would be very difficult if not practically impossible without this feature. Note that the interface lets you type in conditions directly if you know the syntax.
This feature is extremely powerful and the MXParser library we use supports over 400 advanced functions, operators, and mathematical constants like Pi.
TouchPoint Constraints are used to apply additional filtering against your campaign universe. Common uses of constraints include:
- Householding; e.g., one catalog or direct mail piece per household.
- Max-per-site, such as 5 pieces per company.
- One solicit per email address, for email campaigns.
|Before you can use constraints, you must pass through all the fields the constraint needs to reference. For example, a “one per email address” constraint requires the email address to be selected as a Pass-Thru field.|
You can create multiple constraints; for example, a campaign targeting both businesses and consumer can apply both a max-per-site constraint to businesses as well as a one-per-household constraint to consumers. Generally speaking, whenever you need to limit campaign output to a certain number of solicits for each value of another field, constraints are probably the best option.
Constraints are available from three places within TouchPoint:
- From TouchPoint’s Criteria and Tracking tabs, either by clicking the Constraints toolbar button ( ) or by choosing Campaign > Apply Constraints from the menu.
- From TouchPoint’s MarketFlow tab, in Branch Manager, by clicking the Constraints toolbar button.
- From TouchPoint’s MarketFlow tab, in the Touch action, by clicking the Constraints toolbar button.
The Constraints Dialog
The Constraints Dialog lets you add, edit, and delete constraints. Each constraint is shown as a separate row in a grid, and they’re evaluated from the top down.
Following are the attributes shown for each constraint.
The field on which a constraint is based. For example, a “one per household” constraint will be based on a household identifier (e.g., HouseholdID).
This column lets you apply a filter to your constraint. For example, if you want to apply a constraint to businesses, you might enter a filter like “BusinessFlag = ‘Y’”.
Enter a description of your constraint here.
This is the number of solicits you want to allow for each value of the selected field. For example, if you want to mail one per household, your field will be the household identifier, and your limit will be one.
This attribute lets you decide how TouchPoint should choose the records that are chosen for output. Refer to the Constraint Priority section for more information.
Order works in conjunction with Priority, letting you sort the data either ascending or descending.
This column indicates the total number of values for the Field that was chosen in column one, after applying the Filter specified in column two.
This column shows the total number of records (i.e., selected consumers) that match the specified Filter.
The Kept column shows the number of Contacts that survived the constraint. These are the consumers that will be solicited.
This indicates the type of constraint. There are basically two: a standard constraint and an advanced SQL constraint. The SQL version can be saved to a script file or type directly into a window. SQL constraints are advanced features that require knowledge of SQL programming, but they’re very powerful.
If the Type column is set to “SQL Script”, this points to what script is being used.
The Constraint Toolbar
The following commands are available on the Constraint Toolbar.
Adds a constraint.
Duplicates the active constraint (row).
Deletes the active constraint (row).
Creates a filter on the highlighted constraint.
Moves a constraint (row) up.
Moves a constraint (row) down.
|If the highlighted constraint is SQL, this option opens the SQL query for editing.|
|Applies the constraints|
Runs only the highlighted constraint
Validates your constraints by checking for errors
Once you enter the number of contacts you want to solicit per site, TouchPoint lets you choose which contacts to select. You can prioritize your solicitation in three ways:
Random - This option randomly selects contacts from your universe up to the number, or limit, you specify.
Cell - This option selects contacts based on where in the selection hierarchy they were chosen. Setting [Cell] as the priority directs TouchPoint, by default, to favor contacts that fall in the highest cells in the hierarchy.
(Pass-Thru Field) - If you select a field, TouchPoint sorts by that field (either ascending or descending based on the “Order” setting), then chooses the top xx records until the “Limit” is met.
TouchPoint Selection Criteria Menu and Toolbar
The TouchPoint toolbar provides quick access to commonly used commands in the TouchPoint Criteria tab. Click the icon once to carry out the action represented by that icon.
Opens a new TouchPoint
File > New
Opens the "Open" Dialog.
File > Open
Saves the TouchPoint
File > Save
Opens the Print Preview Dialog.
File > Print
Opens the Campaign/Frequency Report Dialog.
File > Reports
Opens the Scheduler module.
File > Schedule
Opens the Properties Dialog.
File > Properties
Exits the TouchPoint module.
File > Exit
Allows you to Sequentially undo up to the last 20 actions.
Edit > Undo
Allows you to Sequentially redo up to the last 20 actions.
Edit > Redo
Copies the selected content.
Edit > Copy
Pastes the clipboard content.
Edit > Paste
Removes everything in the description section.
Edit > Clear Criteria
Applies change to all highlighted cells.
Edit > Fill...
Displays the description section in the classic view
Edit > Classic
Displays the description section in the classic view
Edit > Compact
Opens the Constraints dialog, allowing you to enter criteria for selecting contacts.
Edit > Apply Constraints
Checks your campaign to see if it is valid prior to submitting or posting.
Edit > Validate
Submits your open campaign for execution.
Edit > Submit
Commits your campaign.
Submits your MarketFlow for execution.
Allows you to view the tables used in the campaign.
Edit > Table Filters
Allows you to select Pass-Thru fields to attach additional information to your selected customers.
Edit > Pass-Thru Fields
Allows you to add/remove Excludes.
Edit > Excludes
Opens the Segment Editor window.
Criteria > Edit Segment
Duplicates the highlighted segment.
Criteria > Duplicate
Deletes the highlighted segment.
Criteria > Delete
Removes the dependency, if any, of the highlighted segment.
Criteria > Demote
Makes the highlighted cell a dependent upon the previous segment.
Criteria > Promote
Moves the highlighted segment up.
Criteria > Move Up
Moves the highlighted segment down.
Criteria > Move Down
Opens the Frequency Split window. See Frequency Split for more information about this option.
Criteria > Frequency > Split
Opens the Frequency Insert window. See Frequency Insert for more information about this option.
Criteria > Frequency > Insert
Opens the Properties dialog.
Criteria > Properties
Opens the Templates dialog.
Campaign > Choose Template
Opens the Frequency Report Setup window.
Campaign > Matching Customers
Opens the Work Table
Campaign > Work Table
Opens and displays the table to which your current campaign has been posted. This feature is not available if the post has not been performed.
Campaign > Posted Customers
Displays general information from the Tracking tab
Campaign > Campaign Tracking
Removes all criteria from the current campaign
Campaign > Uncommit
Opens the TouchPoint Campaign Editor
Tools > Launch TouchPoint Campaign Editor
Opens the TouchPoint Template Wizard window.
Tools > Manage TouchPoint Templates
Opens the Solicit Template Wizard window.
Tools > Manage Solicit Templates
Opens the Options dialog.
Tools > Options
Opens the TouchPoint help files.
Tools > TouchPoint Help