Target Levels: What do they steer and what not? Part 3/3

Within this third and final article I’ll extend the Target Level Concept with the selection Rules feature.The first article of the series introduces and explains the concept of Target Levels. The second article showed how Target Level linked the Segment Designer, the Campaign Load and the Campaign Execution (Launch).

Target Level and Selection Rules

For this, I’ll re-use the same Segment as before:
image

The concept of Selection Rules allows to associate another Target Level (as a kind of secondary Target Level) to the selected (Primary) Target Level, to influence or constrain the Load of the Campaign Members with related items to the Primary Target Level for the Campaign Membership. For complex scenarios this helps to specify additional logic within the segment, in case the segment should not only include filtering logic for the Target Level, but also a wider logic for the Campaign participation. In this case another Target Level.

Use Case example for Selection Rules

For a Campaign, the target group consists of Individuals (Contacts) where the current Assets (e.g. a cell phone contract) should also be listed in the Campaign participation and Campaign export. However, the Assets of the individual should be constrained to only include contracts which have a end date within the next 3 Month (hence not all Contracts of the Target Level = Individual).

Since the Scenario contains Contacts as well as the Assets belonging to the Contact. The concept of Selection Rules must be used here. Without a selection Rule the Contacts which have a ending Asset are identifiable using the “normal” segmentation criteria, but the Asset Number of the respective ending Contract could not be associated with the Campaign Load (participation) of the Contact.
Thus, selection Rules are used in scenarios where another Target Level item should be associated as Secondary Target Level with the Target Level of the Segment.

Without a selection rule the following SQL is generated for the Campaign Load:
image

SQL statement without selection Rule.

The Selection Rule is added to the Segment to associate the Account (Company) to the Contact Target Level for the Campaign Load:
image
The Selection Rule also contains a constrained for the Secondary Target Level to only include Accounts within a certain Region.
This Example might be used as a Scenario within the Health-care Industry where a Doctor (Contact) might work for multiple Hospitals (Accounts) and only Hospitals within a certain Region should be Addressed for the Contact (Doctor).

After adding the Selection Rule the following SQL is generated for the Campaign Load:
image

SQL statement with Selection Rule.

Since a Selection Rule has been added to the Segment, the counts of the Segment Designer do not match anymore with the Campaign Load counts (as seen in previous article both are independent) as the selection Rule Expression is only evaluated for the Campaign Load but not within the Segment Designer:
image

The logic added with the Selection Rule for the Segment can be phrased as:

Only address Contacts (Target Level) having an Account within a certain Account Region (Selection Rule).

The Target Level concept and count presented within the Segment designer does not “protect” Members from disappearing from the load:

  • When the metadata logic of the Load List is different to the logic of the Segmentation Catalogue metadata (previous article)
  • When a Selection Rule is added to a Segment (Selection rule expression is only evaluated/executed on the Campaign Load)

When loading the Segment using the correct Load List Format (to load Accounts as well as Contacts) the Contact is loaded not with all possible Accounts but only the constrained and relevant Accounts to the Campaign Membership Table. The constraining of related items to the Target Level can only be achieved by using Selection Rules. Otherwise this logic would need to be added to the Export List requiring a different Export List for the Segment.

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue).

To summarize

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue) leading to a scenario where the count of the Segment Designer will not match the count of the loaded Segment to the Campaign Membership.

Appendix

For a summary of the SQL generation for the Segment designer, Campaign Load and Campaign Launch, click here.

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