Targeting groups

[ProductTeam]

• Targeting groups overview
• Targeting group benefits
• Targeting rules
• Launching target groups
• In Form Mode
• Creating and editing a targeting group
• Adding multiple zip codes to your geo target group
• Changing variant priority
• Background
• Solution
• Personalizing content - cookies
• Tips and tricks

You can use targeting groups to help your website visitors focus on items of interest. For example, displaying an East Coast conference to a website visitor from Vermont. 

Targeting groups overview

Targeting groups describe which visitors can see your content, based on a set of targeting rules or conditions that you specify and whether or not they match these conditions.

For example, you can deliver optimized and personalized content to visitors who:

• Visit your site on a specific date or at a specific time of day
• Visit your site on certain devices or browsers
• Visit your site from certain sources (search engine, social media sites) or geolocations (regions, states, countries and zip codes)
• Have viewed or interacted with certain parts of your site
• Have filled out a form and entered or selected certain field values
• Have a profile in your backend systems or any third party CRM or Marketing automation platform

DXM offers the best experience to manage, optimize and personalize your visitors’ web experience, directly in DXM since it:

• Is fully and directly integrated in the CMS authoring experience
• Leverages a simple drag and drop user interface to ensure ease of use
• Requires NO reading, editing, or copying of code
• Is designed to integrate with third party systems such as CRM’s and Marketing Automation Systems
• Contains a number of the most popular Targeting Group examples to get you started
• Offers a large number of Targeting Rules to choose from including time, date, geolocation, browser, device, form fields, querystring parameters, page views and conversions, back office and 3rd party attributes, and more
• Can store hundreds of custom Targeting Groups and Targeting Rules combinations
• Measures your marketing campaign success via the Analytics and Optimization Dashboards

Targeting group benefits

Content authors and editors can vary snippet content that can be applied to Text and WYSIWYG controls, directly within your DXM content.

You can create and manage a targeting campaign by defining your content variants in a WCO snippet, and the associated targeting groups that describe the visitors you want to target. You can manage both new and existing targeting groups via the drag and drop feature, allowing you to select from a number of targeting rules to define the audience or persona they want to target.

Targeting rules

DXM's targeting rules fall into the following categories:

• Ambient - Data or attributes that are readily available for all visitors including anonymous visitors
• Source - This data describes how the visitor arrived at your site
• Demographic -This data shows what is known about the user from their web connection
• Behavioral - This data describes the visitor’s interactions and engagement level on your site by tracking page views, and conversions
• Form - This data is collected from any form on your site
• Integration - This data is retrieved from your backend system, or any 3rd party system via WCO’s connectors

To learn more about targeting rules, see WCO Targeting Rules Explained.

DXM provides the following targeting rules to create your targeting groups with:

# Rule Type Use Case Example

1	Time	Targets users based on time of day they visit the site	Target "at work" visitors if they visit during the day and "at home" if they visit in the evening
2	Date	Target users based on date or date-range they visit the site	Deliver content before, after or during a campaign; or target a specific holiday
3	Device	Target user based on device and browser or on a custom condition in their browser agent	Deliver relevant content to iPhone or Safari users or based on their specific operating system, browser or type of device. This rule checks the user agent string.
4	Referrer	Target users based on the previous site they were on prior to arriving at yours	Identify users from search engines, social media sites or partner sites
5	Location	Identify and target users from specific regions, states, countries or zip code ranges	Target users in Texas
6	Snippet	Target users who view any snippet on any page in your site	Track user interest based on pages viewed
7	DemandBase*	Target users with specific DemadBase attributes based on their IP address	Identify competitors, partners, and/or potential customers in various industry segments
8	Marketo*	Target users based on their Marketo profile	Optimize your visitor's site experience with data from Marketo

*Require third party integration

This version of the WCO targeting groups includes a number of common targeting group examples to get you started:

# Targeting Group Name Use Case Example

1	iPhone Users	Identify users visiting the site on their iPhone	Promote your iPhone app to iPhone users
2	Android Users	Identify users visiting the site on any Android device	Display store location information to Android users
3	Mobile Users	Identify users visiting the site on any mobile device	Display store location information to mobile visitors
4	iPad Users	Identify users visiting the site on their iPad	Promote your iPad app to iPad users
5	IE Users	Identify users visiting the site using the IE browser	Deliver optimized CSS or JS based on IE version
6	Chrome Users	Identify users visiting the site using the Chrome browser	Deliver optimized CSS or JS based on Chrome version
7	Safari Users	Identify users visiting the site using the Safari browser	Deliver optimized CSS or JS based on Safari version
8	US Visitors	Identify visitors from the US	Deliver contents exclusive to US visitors
9	EU Visitors	Identify visitors from the EU	Deliver contents exclusive to EU visitors
10	Canadian Visitors	Identify visitors from Canada	Deliver contents exclusive to Canadian visitors
11	East Coast Visitors	Identify visitors from the East Coast of the US	Deliver special announcements and notifications
12	West Coast Visitors	Identify visitors from the West Coast of the US	Deliver special announcements and notifications
13	Google Visitors	Identify visitors who conducted a Google Search prior to arriving at your site	Highlight Site Navigation and Site Search to help Google Visitors find the content they're looking for
14	Bing Visitors	Identify visitors who conducted a Bing Search prior to arriving at your site	Highlight Site Navigation and Site Search to help Bing visitors find they content they’re looking for
15	Yahoo Visitors	Identify and target visitors who conducted a Yahoo Search prior to arriving at your site	Highlight Site Navigation and Site Search to help Yahoo visitors find they content they're looking for
16	Facebook Visitors	Identify visitors who engaged with your Social Media campaign that redirected them to your site	Extend offers to Facebook visitors
17	Twitter Visitors	Identify visitors who engaged with your Social Media campaign that redirected them to your site	Extend offers to Twitter visitors
18	LinkedIn Visitors	Identify visitors from LinkedIn who would like to learn more about your company	Redirect LinkedIn visitors to About Us page or Careers section

Launching target groups

In Form Mode

1. From the File View, navigate to and open an asset in Form view.
2. Locate any WCO control in the form. WCO controls are easy to identify as they are labeled accordingly.
3. If you already have a snippet, skip to step 6.  Otherwise click Create Snippet to create a new snippet. Enter a snippet name when prompted. Alternatively, you may attach an existing snippet from the snippet drop-down.
4. Click Add Targeting Variantto define a new content variant.
5. Enter a name for your new variant.
6. Associate the variant with a targeting group either by selecting one from the drop-down, or by clickingCreate Targeting Group,which will launch WCO's targeting groups interface.
   
   Note: Refer to the Creating and editing a targeting group section below for detailed instructions on how to create a new targeting group.
   
   
7. Once created, the targeting group will be available for selection from the targeting group drop-down.
   
   
   WCO Targeting Group drop-down
   
   
8. Enter your optimized content for your newly created and/or selected targeting group.

Creating and editing a targeting group

Before creating a targeting group, ensure that you've launched a targeting group from the desired asset(s). See above instructions if necessary.

1. To create a new targeting group, navigate to the WCO menu > Targeting Groups.
2. Click New Group. To edit an existing targeting group, click Edit next to one of the pre-existing groups in the list.
   
   
   New Targeting Group
   
   
3. From the Targeting Group fields, enter a Group Name.
4. (Optional) Add an image for the Targeting Group.
        a. Click the profile photo.
        b. In the Upload Photo window, select Browse.
        c. Select an image from your computer and click Open.
        d. In the Upload Photo window click Upload.
        e. The selected image will display for your targeting group.
5. Select from the list of New Fields or custom Existing rule types.
6. Drag the desired rules(s) into the targeting group.
7. ClickEditnext to each new rule and enter the rule criteria.
8. When finished, click Save. The targeting group will be ready to use in DXM.

Adding multiple zip codes to your geo target group

1. From the WCO menu, navigate to Settings > Global Settings > Manage Target Groups.
   
   
   Manage Target Groups
   
   
2. Select the target group that you wish to edit.
3. Navigate to the Ambient > Geo menus.
4. Select the Target by field radio button, and from the drop-down select Zip/postal code and is contained in for multiple zip codes.
   
   
   Target by zip code field
   
   
5. Enter your zip codes.
6. Click Add Rule.

Note: For a singular zip code, select is equal to from the drop-down.

Changing variant priority

Background

When it comes to targeting variants, WCO will start at the top of your list, and stop matching variants after a match is found. In the in-context or form edit view, the only way to re-order which variant is at the top of the list is to delete and re-add variants to achieve the order you’re interested in.

Solution

There's a much easier way to change variant priority, which can be accomplished with the following steps:

1. In DXM, navigate to WCO > Settings > Snippets > View Snippets.
   
   
   DXM WCO View Snippets button
   
   
2. Select the snippet you’d like to reorganize.
3. Click Targeting.
   
   
   DXM WCO Snippets Targeting settings
   
   
4. Hover over the variant you’d like to move until your cursor changes into a double-sided vertical arrow.
5. Click and drag to move variants into their new positions.
6. When finished, click Commit Changes.

Personalizing content - cookies

The following contains a listing and general information about cookies stored by WCO:

Cookie Name: a
Cookie Domain: snippet.omm.crownpeak.com
The "a" cookie keeps track of IP address recorded for this client's OmmAnonId.

Cookie Name: OmmAnonId
Cookie Domain: .omm.crownpeak.com
The "OmmAnonId`" is a GUID used as the key to the users identity

Cookie Name: ASP.NET_SessionId
Cookie Domain: snippet.omm.crownpeak.com
The "ASP.NET_SessionId" is the session cookie used by WCO

Cookie Name: OmmValues80112474-504a-4bcb-9f86-e212c0b0039a
Cookie Domain: .omm.crownpeak.com
The "OmmValues(key)" is a unique identifier to the specific snippet the cookie is related to.

Note: Cookies do not expire.

Tips and tricks

Does WCO support AND and OR logical operations?

WCO automatically inserts an “AND” after every Targeting Rule.  This allows you to create target audiences that are as specific as your business requirements dictate.

In cases where you need to deliver the same content to different target audiences, WCO provides a number of techniques to facilitate this requirement.

1. Most WCO Targeting Rules support an [Is Contained In] and [Is Not Contained In] logical operations which allow you to define any number of values you would like to match against.   These values should be clearly delimited by a space, comma, or a pipe.
   
   Examples:
   Demographic: Geo-Location:  State is contained in CA, NY, TX
   Form: Field Value:  JobTitle is contained in “Marketer”, “Project Manager”, “IT Developer
2. Certain Ambient attributes such as Browser and Device provide checkboxes to select from.  You may choose one or more checkboxes with an implied OR
   
   Examples:
   Ambient: Browser: Chrome, Safari, IE
   Ambient: Device: iPhone, Android, Blackberry
   
   
3. Behavioral attributes natively support OR operations due to the parent/child relationship between Snippets and their variants, as well as between Variants and embedded Conversion links., by selecting the parent snippet which will report on all embedded variant views (essentially an OR between the variants), or by selecting a variant which will report on all embedded conversion links (essentially an OR between the conversion links).
   
   Examples:
   Behavioral: Views:   all variants of a particular snippet (essentially an OR between the variants)
   Behavioral: Conversions:  all conversions of a particular variant or snippet (essentially an OR between all the conversion links)
   
   
4. WCO also allows you to repeat the same variant, as many times as you like within a snippet.  These identical variants can be associated with any Targeting Group, allowing you to deliver the same content to different target audiences.

How to pass custom parameters or values to a WCO Snippet for targeting purposes?

WCO recognizes any custom parameters included in the snippet’s Javascript call, and exposes these parameters for targeting purposes as Form Field values.

This capability is extremely useful in instances where you need to pass user profile specific attributes to WCO in real-time, or asset specific parameters to the WCO snippet.

Note: This data is not stored in WCO and will not impact your conversion counts. For example, let’s say we need to pass the label or the page that is delivering the WCO snippet. To add this custom real-time attribute to WCO, add the following code to your Output Template:

<%= asset["wco_snippet"].Replace("\" ></script>", "?asset =” + asset.Label + “\" ></script>")%>

The code above will produce the following output:

<script type="text/javascript" src="//snippet.omm.crownpeak.com/s/2c4764a1-b91d-4d37-9aeb-eaabecfa2fc2?asset=Homepage" ></script>

The custom attribute will now be targetable in WCO as a Form Field Value.

How to preview my optimized experiences in DXM?

DXM provides an intuitive interface directly within the authoring experience to preview your content variations for each of the Targeting Groups you’ve defined.

While previewing and/or editing an asset, the [Overview] panel, found in the right side Accordion includes a new [Profile] tab which lists all of the Targeting Groups used on the page. Clicking on any Profile (which is the same as a Targeting Group), will result in re-rending the page in real-time reflecting what the targeted audience would see

How to test geo-location, browser, and device optimized experiences in a browser?

Besides testing and validating the content and web experience in Preview mode directly in the CMS, as described in previous tip, you can also test the experience post-publishing in your supported browsers, and devices. You may also test the content and experience from various geographical locations.

To simulate visiting the site from different devices and browsers:

Look for browser extensions that facilitate changing the browser’s User Agent to simulate different devices and browsers.

To simulate visiting the site from geographical locations:

Look for browser extensions that provide Proxy and VPN functions which will simulate visiting the site from different geographical locations.