Automated Marketing Overview

Features

An Automated Marketing flow consists of three parts:

• Trigger Methods:

  • Target audience: Triggers the flow for a specified audience. The flow supports periodic and scheduled execution.

  • Behavioral event: Triggers the flow when a user performs a specified behavioral event. You can add conditions based on event properties and the number of occurrences. For example, a user enters the flow after viewing a specific H5 page two times.

    User behavioral event data is obtained from the following sources:

    • You can collect data from your applications, such as apps, mini programs, and web pages, and report it to Quick Audience.

    • You can use Quick Tracking to collect and report data from your apps, mini programs, and web pages.

    • If you purchase the Membership Platform feature package or the Social Interaction feature package, user behavioral event data from these modules is automatically synchronized to Automated Marketing.

    Note

    For more information about reporting methods, see Event Reporting (New) or Event Management (Old).

• Marketing actions: Send text messages, emails, push notifications, and WeChat messages. You can also push data to Kafka, use webhooks, apply tags, and generate audiences.

  • Marketing Automation (MA) reach behaviors are recorded in User Insights - User 360. This data can be used for audience filtering, tag management, and analysis in custom dashboards.

    Note

    For more information about specific behavior records, see Marketing Feedback Events.

• Flow Control:

  • You can filter, group, or randomly group users based on their behavioral events, tags, or the results of the previous marketing component. This lets you run targeted and differentiated marketing strategies for each group.

  • You can use A/B testing to compare the effectiveness of different strategies. To do this, create multiple strategies (N) designed to achieve the same target event. Test users are randomly divided into N groups, and each group receives one strategy. After a set period, you can determine which strategy resulted in the highest achievement rate for the target event.

  • You can control the flow by adding waits or ending the flow.

Workflow

1. Purchase the User Marketing and Automated Marketing feature packages. For more information, see Pricing List and Billing Guide.

2. Enable external modules for specific features by purchasing the required feature packages:

   • Social Interaction events and the Coupon Distribution component require the Social Interaction feature package.

   • Membership Platform events require the Membership Platform feature package.

   • The Shopping Guide Task component requires both the Social Interaction feature package and the Intelligent Shopping Guide feature package.

3. Prepare your marketing audience source based on the trigger method you want to use:

   • Target audience: Create a target audience. You can filter audiences from data tables or create them using RFM/AIPL models. For more information, see Audience Management.

   • Behavioral event: Report behavioral event data from your apps, mini programs, and web pages. You can also use data that is automatically synchronized from the Membership Platform and Social Interaction modules. This data lets you filter marketing targets by behavioral events when you create a task. For more information about how to report events, see Event Reporting (New) or Event Management (Old).

4. Configure accounts and APIs for the channels you plan to use:

   • For WeChat Official Accounts and Umeng Push, configure the corresponding accounts. For more information, see Account Authorization.

   • For Alibaba Cloud SMS, Alibaba Cloud DirectMail, third-party SMS, and Umeng Push, an organization administrator must configure the APIs. For more information, see API Management.

   • For Kafka push notifications, an administrator must configure the API. For more information, see Create a Kafka API.

5. Manage templates for text messages, emails, and WeChat. You must also manage SMS signatures, short links, webhooks, and materials such as images, videos, audio, and Lottie files. For more information, see the documentation for template management in the User Marketing module, Webhook Management, and Material Management.

6. Configure a task. For more information, see Create an Automated Marketing Campaign.

7. After the task starts running:

   • You can view the task's execution status and perform management operations. For more information, see Manage Automated Marketing Campaigns.

   • You can view metrics such as the number of sends, reads, impressions, and clicks for each channel. For more information, see View campaign execution status.