In this tutorial, we will create a single-level lead generation campaign. To do so, we will import an advertiser's target list using the List Match tool and assign them to a Newsletter list. We will then send one or more e-mail campaigns to that list, driving traffic to a URL-based resource on our web site. We'll also target users with a Pop-Up offer as well as a banner ad campaign driving them to the protected resource.
Users who view that resource will be required to register, and their registration data will be collected and sent to the advertiser either as a feed or in ONEcount's online dashboard tool.
Click on Create Segment in the upper right-hand corner of the window to create a new segment.
There are three ways you can populate this segment:
Three Types Of Segments
There are three ways you can populate a segment:
1) Define Criteria in Segment Manager: This provides the most fluid segmentation because it continues to update over time. With this approach, users who are added or identified in ONEcount who meet the criteria of the segment over time will be automatically added to the segment and experience the defined action.
2) Define a group of users in List Wizard and import them into Segment Manager: This provides a point-in-time segment that will not change.
3) Import an advertiser list into the system using the List Match tool: This allows you to target only those users who your advertiser has said they want to be targeted.
A Segment Manager segment changes over time. As users meet the segment criteria, they will automatically be added to the segment and subject to the Target Action. As users no longer meet the criteria, they will be automatically removed from the segment and not subject to the Target Action. Let's say you create a segment definition includes users who have not registered for an event, subscribed to a publication, or purchased a given product, and target them with a pop-up offer to make that transaction. Users who meet that criteria (who have not purchased) will be part of the segment. Once the user registers, subscribes or purchases the product, they will be automatically removed from that segment.
A List Wizard segment is based on a point-in-time selection of records in your database. If you select 1000 users from your user database and add them to a segment, ONEcount will target those users based on the Action rule for that segment. Let's say you create a List Wizard segment of 1,000 to target with a pop-up offer. All 1,000 users in your database will be added to that segment, even if only 500 of those users are "known" to ONEcount. This means that ONEcount will show the pop-up to those 500 users when they come to the web site. As new users in that list are identified by ONEcount, they will automatically be targeted with the Segment Action.
A List Match segment is similar to a List Wizard segment in that it is a point-in-time selection, but it's based on an external list feed into the system.
Let's build our segments
Create A Segment Manager Segment
Here we create a dynamic segment in the Segment Manager that will change over time. You would do this if your advertiser gives you a specific type of user they are looking for, but not a specific list of people. You would add the demographic and behavioral criteria to your segment, and let the segment build on its own. Typically you would use Demographic criteria to define this segment, but you may also add behavioral criteria to the segment . Information on how to create a demographic-based segment can be found here.2) Through a List Wizard query. Using the List Wizarto select users who read a certain type of content.
In the Activation Tab select Segment manager. In the upper right-hand corner of the Segment Manager, click create segment:
Name your segment. Here we will be creating three different segments, each with a different action at the end:
Select the criteria for users who you want to be part of this segment. If working with an advertiser, you can list their specific demographic criteria here:
If you want to add behavioral criteria to this segment, you can do so on the Benavior tab. Remember that ALL of the tabs must be true, meaning if you have behavioral criteria and demographics in the same segment definition, then the person must have those demographic traits AND exhibit the behavior you have defined. If you would like either the demographic traits OR the behavior (ie., this user criteria or they read X articles), create two segments.
Here we are defining users who have read at least 1 article containing these keywords:
At this point you can click on the Action Tab to define what you would like to happen to these users (see below)
Create a List Wizard Segment
Using the List Wizard, you can query your database for the specific criteria your advertiser is looking for (company size, job title location, etc.) and add users to the segment you created above by clicking "Add To Segment" in the upper right of the List Wizard. To learn how to use the List Wizard to identify an audience, click here.3)
You'll find the List Wizard under the Data Management section of the navigation. Choose the criteria for your segment, and then click the red Apply button.
This will show you a count of the total number of records in your database that match this criteria, as well as a count of the "known" or identified records in your database. Click the red "Add to Segment" button to add these users to your segment. Remember that the segment will include the total number of users; as users who are on the list who have not been identified become "known," they will automatically be targeted.
List Match Segment
You can import a list of users or contacts that your advertiser has given you into the system using our List Match tool. The List Match differs from a straight import because it will match the incoming list against your user database, and give you the option of what to do with the matched names as well as the names that are not already in your database. A straight import will simply import all of the users on the list into the system, de-duping on the match key as it goes. For information on a detailed description of how to perform a List Match, click here.Whichever option you chooseexecute a List Match, click here.
Define An Action For Your Segment
Once you've defined the segment, you need to tell ONEcount what you'd like done with those users. Each segment supports a single action. So if you would like to target a single group with multiple marketing tactics, you will need to create the same segment multiple times with a different action for each. Here we are going to target the same group of people with three tactics:
1) Add them to an e-newsletter list (or product) for an e-mail marketing campaign driving users to our asset
2) Target them with a pop-up offer to link through to our asset
3) A banner campaign (through Goggle Ad Manager, OpenX or Revive) with banners driving traffic to our asset
Add Segment Users to a Newsletter List
In ONEcount, we refer to e-newsletter lists as "products." In most cases, if ONEcount has an integration with your e-mail marketing platform, any newsletter lists you create in your e-mail marketing platform will be available in ONEcount for you to select as products. For more on creating newsletter products, click here.
To tell ONEcount to add users of this segment to the newsletter product, select "Subscribe to Product" from the Action type:
Select the newsletter product from the pull-down, define a date range during which you would like this Action to take effect and save. After that, any user who meets your criteria during the date range specified here will automatically be pushed into your e-mail marketing platform and subscribed to the list you chose here.
Target Segment Users With A Pop-Up
To target segment users with a pop-up or landing page, you will first need to create your pop-up in the Form Builder in ONEcount. Documentation on how to do that is found here.
Once you have created the pop-up, chose Action type Pop-Up:
Again, you will need to select a date range for this action to take effect. You also have the ability to limit this pop-up to certain domains, certain sub-sections of a wife site, or certain content keywords. You can define how frequently you want this pop-up to be served as well.
You will typically deploy one of two types of pop-ups: a form-based pop-up to collect subscriptions, e-newsletter sign-ups, etc., or what we call a "click-through" pop-up, which simply lets the user click through to another asset. This second type of pop-up can be used if you are driving traffic to a third-party registration form, or to a protected asset (below) which is protected by its own gating mechanism.
This is an example of a pop-up using a ONEcount form:
This is an example of a "click-through" pop-up:
Target Segment Users With A Banner
Finally, you can target segment users with a banner campaign through your banner ad system. In this execution, we use the banner system's ability to target based on a key-value pair to tell the banner server what campaigns to serve to these users.
Definition is fairly straight-forward, again you will define a date range, and then the key-value pair that you have set up in your banner management platform for the campaign or banner. All of the tools available within your banner platform for frequency-capping, geo-targetting, etc., will be effective using this technique.
Lead Generation for a Protected Asset/Whitepaper
If you are collecting leads for distribution of promotional materials, say a whitepaper or article. you'll want to password-protect the asset by making it a URL-based Product. Once you create the segment, your next task is to set up a URL-based product. This product contains the URL(s) that you are monitoring, be it a whitepaper, a sponsored micro-site, or other, online asset. This is the asset that the user will connect with as part of the lead-generation campaign.
Product Type: Page
To restrict access to a web page on your site and/or identify it for a dashboard or analytics, select Product Type: Page.
Note: You may cancel Product creation by clicking on the Go Back button before clicking Save. Doing so will bring you back to the Products listing page without creating a Product.
Product Type: Section
To restrict access to an entire section of your site and/or to identify it for a dashboard, select Product Type: Section.