2. BASES TEÓRICAS
2.6. La formación profesional
Operation types overview
You can choose between different operations depending on what your marketing database administrator makes available for you in the Dialog database. These are the operation types that come with a standard installation of the system:
Description Operation
When you are sending email to contacts in a dialog, use theCheck bounced emailoperation to select the participants whose email addresses are OK, and those whose emails are bounced (returned) by the mail server.
TheCheck for duplicatesoperation selects all customers in the from-group that are possible duplicates in the database. See theTechnical Documentation for more information on duplicate checking.
TheCopy to another dialogoperation enables you to copy participants from one dialog (the source dialog) to another (the destination dialog).
TheCreate customeroperation creates a new customer in your database. This operation needs to be customized depending on the data you have available about the new customer and the structure of your customer database. Because of this, a new operation of this type is created as ascripted operationcontaining an example script.
TheCreate letteroperation uses amessage templateand information from the customer database, creates a personalized letter in Microsoft Word for each customer in the from-group, and then moves the customer to the to-group.
TheCreate Taskoperation creates a task for all the participants. You can set a follow-up date and assign the task to a specific workgroup.
You can use theCustomoperation to create ascripted operationthat contains only the bare bones of an operation implementation without any logic. This can be used as a basis for your own customized operation.
TheDecision optimizationoperation takes the customers from a from-group of theKnown Customers group type, evaluates them using a decision-opti- mization rule, and moves the customers into different to-groups based on the outcome.
Description Operation
TheDivideoperation takes the customers from a from-group of theKnown Customers group type, compares them to different selection criteria in order of priority, and moves the customers into different to-groups. The to-groups will therefore contain customers who are “more alike” than the customers in the from-group.
TheFacebookoperation uses a Facebookmessage templateand information from the customer database, creates and posts a personalized facebook posting, and then moves the customer to the to-group. You specify the operations Facebook template when you add the branch to the operation.
TheImport from fileoperation takes the customer IDs of customers in a specified text file, checks that each one exists in the database, and then places them in the to-group. If the operation encounters a customer not found in the database, the customer ID is logged in an error file, and the customer is not moved to the to-group.
TheInactivateoperation inactivates the participants.
TheMoveoperation takes the participants in a from-group and simply moves them to another group without performing any other action on them. For example, if you perform an action on customers that reside in an Expiry group, you might want to move them to another group associated with the action that you per- formed.
TheReceive responseoperation detects the registration of a response to a questionnaire for a customer in a from-group and then moves that customer to a to-group. You define which questionnaire should be associated with the oper- ation when you define the branch information for the operation. This will normally be the questionnaire that you used in theSend emailorCreate letteroperation earlier in the dialog.
TheSelectoperation is used to pick out your target audience (dialog participants) from a group of theAll Known Customers group typeand move them to a new group. Depending on which branch you choose, the Select operation functions differently.
TheSend emailoperation uses an emailmessage templateand information from the customer database, creates and sends a personalized email, and then moves the customer to the to-group. You specify the operations email template when you add the branch to the operation.
TheSend SMSoperation uses an SMSmessage templateand information from the customer database, creates and sends a personalized SMS, and then moves the customer to the to-group. You specify the operations SMS template when you add the branch to the operation.
Description Operation
TheSet categoryoperation is an operation that makes it possible to set or clear categories in the customer database for selected participants.
TheTelemarketingoperation is an operation that makes it possible to include telemarketing campaignsin a dialog, for instance to use the telephone to ask questions in a questionnaire or to market goods and services.
TheTwitteroperation uses a Twittermessage templateand information from the customer database, creates and posts a personalized tweet, and then moves the customer to the to-group. You specify the operations Twitter template when you add the branch to the operation.
The Check bounced email operation Parameters Branches
Select participants who’s email are not bounced (returned) and thus is assumed arrived.
OK
Select participants who’s email are bounced (returned) and thus is not arrived. Parameters:
Bounced
• Maximum stale days: The maximum number of days the participant can be in the From Group. If the participant has been in the group longer than this when the operation is run, he or she will be moved. This parameter accepts decimals to allow fractions of a day.
• Fixed expiry date: After this date, the participants will be moved irrespective of how many days they have been in the From Group.
• Bounce codes: Select the bounce code(s) representing the reason why the email did not arrive to the receiver.
The Check for duplicates operation Parameters Branches
Select participants representing customers who might have one or more dupli- cates in the customer database. See theTechnical Documentationfor more information on how to set up duplicate checking.
Duplicate check
See the entry forExpiryinThe Divide operationon page 40. Expiry
The Copy to another dialog operation Parameters Branches
Copy participants in the From group to another group in another dialog. Copy to anoth-
er dialog
• Destination group: The group you want to copy the participants into. Note that all the participants might not be copied because the customers they represent might already be participants in the remote dialog. These participants will not be moved to the To group either.
• Override context: Enter a context value here if you want to copy the participants with a specific context instead of the context they have in the dialog.
Seedivide expiry. Expiry
The Create customer operation Parameters Branches
Create a new customer in the database using a customizedoperation script. Create cus-
tomer
The Create letter operation
Parameters Branches
Create a letter to each participant using merge in- formation from the customer domain.
Create letter file
• Message template: The message template you want to use. This must be a Word document template.
• Check for blocking category: Clear this checkbox if you want to create letters for customers who have guarded themselves against receiving let- ters. This should only be done in special circum- stances.
• Customer sort order: This parameter lets you specify how the customers should be sorted when the letter is generated. Sorting based on data coming from secondary database connec- tions is not supported.
Seedivide expiry. Expiry
The Create task operation Parameters Branches
Creates a task for each participant Create task
• Task type: The type of the task you want to create. • Channel: The channel type for the tasks.
• Task work group: Assign the tasks to a workgroup for follow up. • Follow up date: The follow up date for the tasks.
• Task description: Assign a task description
The Custom operation
Parameters Branches
Parameter may vary depending on how you imple- ment your operation.
Customized branch—the customized branch does not contain any logic, you have to implement it yourself as ascripted operation.
Decision optimization About decision optimization
Decision optimization is the means by which results from Portrait Minercan be executed within dialogs. It provides a “smart” divide operation, where the choice as to which customer is assigned to which branch of the divide is decided by a real-time analytics rule, generated from the Portrait Optimizer tool from within Portrait Miner.
In Visual Dialogue, you use thedecision optimization operationto include analytics-based optimized divides in your dialog.
The Decision optimization operation
Parameters Branches
Decision branch—divide based on an analytics
Decision Optimization rule. • Decision optimization: Thedecision optimiza-
tionthat you want to use. You can pick an exist- ing optimization or you can create a new optimiza- tion. The new optimization will then have to be edited in Portrait Optimizer to generate a new optimization result.
• Optimization outcome: The name of the outcome from the decision optimization rule that will result in a customer being assigned to this branch.
Seedivide expiry. Expiry
Creating a new decision optimization
ChoosingUse an existing optimizationwill show a list of existing optimizations. Choosing one of them will open up theConfigure Decision Optimization Branches window.
ChoosingCreate a new optimizationwill advance the wizard to the next page, where a new optimization can be created.
Finishing this wizard will create an unfinished optimization. That optimization will need to be de- fined further in Portrait Miner before the operation can be used in a dialog. All parameters entered Note:
in the Create Decision Optimization wizard are saved and can be used and changed from within Portrait Miner.
To create new optimization, you need to enter anOptimization name. Other parameters can also be set and used to improve the analysis.
The following parameters will be saved into the newly created optimization. These are global constraints and will be editable using the Portrait Optimizer tool within Portrait Miner, when the optimization is finalized. They are global constraints that apply for the whole optimization, regardless of outcome.
Click onFinishto complete the wizard. Configuring a decision optimization operation
Pressing theBrowsebutton in a decision optimization operation will open up theConfigure Decision Optimization Brancheswindow.
In this window, it is important to connect the outcomes of the decision optimization to the dialog branches from the operation in Visual Dialogue. It is therefore easier to set this up if the operation in the dialog has been set up with all branches already before you open this window.
The red rectangles show which parameters need to be set up for the operation to work fully. In the ex- ample, there are three outcomes that need to be mapped to the desired branches by setting values for theBranch mapping (to-group)parameters. Without this mapping, the operation will not run without failing.
The values shown for parameters in this window can only be changed when the optimization is created. Thereafter, they are only editable using the Portrait Optimizer tool from within Portrait Miner.
The Divide operation
Parameters Branches
Divide using import file—divide participants
based on customer IDs and possibly contexts in a • Import filename: The file that you want to get customer IDs from.
file. Only participants found in the file will be moved.
• Field delimiter: The delimiter used in the import file.
The operation assumes that the first row in the file contains column headings, and that the ID column
• Default context: If your dialog uses context (al- lows multiple customers), it will use the context is namedCustomerID. If you use context, the con-
text column must be namedContext.
specified here if the import file does not have a context column.
Divide using remote group—divide participants
based on the participants in another group in anoth- • Compare to group: The group you want to base your divide on.
er dialog. Only participants found in the remote group will be moved.
Parameters Branches
Divide using call status—divide participants
based on the call status that they have received in • Telemarketing project: Thetelemarketing projectthe participants have been through. a specifictelemarketing project. Only participants
• Call status (one or more): Only move the partici- pant if he or she received one of thesecall sta- tuses.
with one of the specified call statuses will be moved.
Divide using selection—divide participants based on aselection. Only participants that fit the selec- tion will be moved.
• Selection: Theselectionthat you want to use.
Divide on task complete—divide participants
based on the completion of atask. Participants will • Task type: The task type you want to check on. be moved if they have a task of the specified type
and the task is set to be completed.
Divide on bounced email—divide participants
based on the registration ofbounced emails. • Bounce codes: One or more bounce codes to check on.
Participants will be moved if the system has regis- tered a bounced email with one of the specified bounce codes.
Divide on receive response—divide participants
when they answer a questionnaire. • Questionnaire: the participant is moved when he or she submits an answer to this question- naire.
• Onlyansweredafter: The participant will only be moved if he or she answered the questionnaire on or after this date.
• Onlymodifiedafter: The participant will only be moved if he or she modified the questionnaire on or after this date.
Divide using email address validation—divide participants based on the validation of their email address.
• Email field to check: The customer domain field containing the email address to validate. The address is validated using a regular expression defined in the system parameterCheckEmailAd- dressExprdefined in Dialogue Admin. See Technical Guidefor more information on system parameters.
Divide by random—divide participants based on
random extracts. • Random rule: Specify how you want the random
divide to occur.Specify a number of partici- pantsrandomly selects a fixed number of partic- ipants.Specify a percentage of the from group
Parameters Branches
matching the percentage that you specify. If you Specify a probability in percentage, each par- ticipant has the specified probability of being moved regardless of the others.
• Number/percentage: Number of participants, percentage of participants, or probability in per- centage. The parameter accepts decimals: if you specify a number of participants with decimals, it will always be rounded down.
• Initial selection: You can constrict the extract using an initial selection.
Divide using analytic rule—divide participants based on an analytic rule created by Portrait Miner or Portrait Explorer.
• Rule criterion: An expression that describes the rule criterion to use for the divide operation. This expression needs to be constructed by pressing the browse button to the right. It cannot be written directly into the textbox.
Browsing will only be available for sys- tems that have Miner integration enabled. Note:
• Initial Selection: You can constrict the extract using an initial selection.
Divide using list—divide participants based on list membership. Participants will only be moved if they match customers in the lists.
• List: The list you want to use.
Expiry—Move participants after a fixed number of
days or after a fixed date. • Maximum stale days: The maximum number of
days that the participant can be in the from- group. If the participant has been in the group longer than this when the operation is run, he or she will be moved. This parameter accepts deci- mals to allow fractions of a day.
• Fixed expiry date: After this date, the participants will be moved irrespective of how many days they have been in the from-group.
The Facebook operation
Parameters Branches
Create a Facebook Wall Posting—publish a Facebook wall posting to each participant using merge information from the customer domain.
• Facebook message: Themessage template you want to use. This must be a Facebook tem- plate.
Expiry—Seedivide expiry.
The Import from file operation
Parameters Branches
Import—select participants into the dialog based
on customer IDs and possibly contexts in a file. • Import filename: The file you want to get cus- tomer IDs from. The encoding of the file must be in either ANSI or Unicode format.
Only participants found in the file will be selected. The operation assumes that the first row in the file
• Field delimiter: The delimiter used in the import file.
contains column headings, and that the ID column is namedCustomerID. If you use context, the con-
text column must be namedContext. • Default context: If your dialog uses context (al- lows multiple customers) it will use the context specified here if the import file does not have a context column.
The Inactivate operation
Parameters Branches
Inactivate all—inactivates the participants
The Move operation
Parameters Branches
Move—move all participants to next group.
Expiry—Seedivide expiry.
The Receive response operation
Parameters Branches
Answer form received—move participants to the
next group when they answer aquestionnaire. • Questionnaire: When the participant submits an answer to thisquestionnaire, he or she is moved.
• Only answers newer than: The participant will only be moved if he or she answered the ques- tionnaire on or after this date.
Parameters Branches
Expiry—Seedivide expiry.
The Select operation
Parameters Branches
Select using remote group—select participants into the dialog based on the participants in a differ- ent group in a different dialog.
• Compare to group: The group you want to base your selection on.
Select on response—select participants into the
dialog when they answer a questionnaire. • Questionnaire: When the respondent submits an answer to this questionnaire, he or she is moved into the dialog.
• Onlyansweredafter: The respondent will only be moved into the dialog if he or she answered the questionnaire on or after this date.
• Onlymodifiedafter: The respondent will only be moved into the dialog if he or she modified the questionnaire on or after this date.
Select using selection—select participants into
the dialog based on aselection. • Selection: The selection you want to use.