There are a number of steps you need to go through when you setup a campaign to ensure it targets the players you want at the right time and presents them with the correct actions. You can also configure sequences of actions, a conversion event and even looping campaigns.
The steps required to setup a campaign are:
- Give the campaign a Name and Description
- Choose a Decision Point where you will make the Engage request from your game.
- Define the Target Player Segment that will be eligible for this campaign
- Specify a Timescale for the campaign to run.
- Determine if this is a regular Campaign or A/B Test
- Add at least one Campaign Action
- Configure your Campaign Settings
- Setup your Campaign Actions
- Configure a Conversion Event
- Save, Confirm & Start your test.
Campaign Name & Description
The first thing to do is to give your campaign a name and description.
The priority value is used to determine which campaign a user is entered into when they are eligible for multiple campaigns. A higher value here means a higher priority – that is, if a player is eligible for multiple campaigns they will be entered into the campaign with the highest priority value.
Campaign Decision Point
A decision point is the point in your game where you will make a request to the deltaDNA Engage system to determine if there are any actions that should be taken for the player. There will be a finite number of feasible decision points in your game and some planning will be required to determine what points are most appropriate for your game type and personalisation requirements. Examples of decision points might be firstRun, gameOver, storeEntered, bigLoss. You can define the decision points for your game and specify any parameters that should be sent with them in the Decision Point Management tool.
Choose which decision point you want to use when making requests from your game to check this campaign.
Use the “Add Criteria” button to specify the values of any parameters sent in your Engage request that should be used as qualification conditions.
For example, if you made an Engage request each time a player failed a mission, you would want to pass a missionID or missionName parameter along with the request, so you could apply different actions specific missions.
Target Player Segment
The next thing to specify is, which players should be considered eligible for your campaign.
Your campaign can be restricted to new players who join the game after the start date that you define for your campaign. Or you can specify a particular player segment that you have previously defined in the Player Segment Manager. Or you can combine both of these options.
You can configure your campaign to start immediately or at some time in the future. You can also setup your campaign to run until a defined end date, or to run forever (until you pause or delete it).
Player Progress Reset
You can configure the amount of time it takes for players to drop back into a campaign using the player progress reset feature. The value configured here is the number of calendar days that must pass before a player becomes eligible for re-entry.
You can configure your campaign to run as an A/B test, with multiple player cohorts each receiving their own actions, or as a campaign where everybody receives the same actions.
Adding Campaign Actions
Next we assign actions to our campaign. If the campaign is setup as an A/B test you can assign different actions to each player variant. Multiple actions can be assigned to each variant, you can set-up sequential chains of actions.
Clicking the “+” button on the next available empty action will let you specify the next action.
The campaign settings panel will become visible when you add your first action. You can define if your campaign is set to repeat or not. Repeating campaigns will continue to respond to a player matching the selection criteria until the campaign expires, is disabled or the player records a conversion event. A non-repeating campaign will only ever respond with a message to a qualifying player once.
When the action is set to send a parameter this parameter will be returned every time the player hits the decision point and qualifies for that action within the campaign.
You can also define a cool down period between repeats.
If your campaign is configured as an A/B test there will be additional Tabs on the campaign settings panel to create and name the player variant cohorts. An A/B test will contain at least two, equally sized player variants. You can add as many variants as you want and the platform will distribute players evenly between them. Variant A is always a control group.
Each player variant can be given a descriptive name. Clicking the “+” button adds additional variants.
In this example we will create a third variant and give more descriptive names to variants B and C.
Now we can define what action should be taken, separate actions can be defined for each player variant. Clicking on the Player variant Tabs in the Campaign Settings panel will switch between the actions for each variant.
Variant A, our control group will take no action
Please see the Actions Manager for more information on setting up Actions.
You can continue to add additional actions, the player will work through them in sequence each time they meet the campaign qualification conditions. The final state switch provides a mechanism to end a campaign for a particular user even if they haven’t sent a conversion event. This would let them proceed to the next campaign in your list if there are multiple prioritized campaigns.
A conversion event to measure the relative success of your player variants can be based on any event that you send and can have parameter values added as additional criteria.
When a player has converted, they will no longer be targeted by the campaign. The assumption being that the campaign was a success and the player will move onward, possibly to a new campaign.
Save, Confirm and Start
When you have finished configuring your campaign and confirmed that all your settings are correct you will need to save it and finally “Start” it.
Once a campaign is started you cannot change the settings as this could invalidate the results if done mid-test.