Configuring Targeting in Brightback
The Targeting tab is where you go to manage how customers see your Brightback experiences. This tab pulls in your various Pages and Audiences to create a "Routing Tree" that contains all the necessary logic to determine which Experience a canceling customer is presented. To navigate to the Targeting Tab log into your Brightback Admin App and navigate to Experiences > Targeting.
When you first land on the page, you will see the following "default" targeting display.
Here you can customize your Targeting tree to fit whatever setup you desire. There are a few core components of the Targeting tab that we will go through in more detail:
- Configuring a Control
- Splitting the Remaining Traffic
- Adding an Audience
- Splitting Traffic into Targeting Groups
- Publishing Targeting
Configuring a Control
The first thing you will see at the top of the Targeting Tab is your control. This section will always be shown, but you can override the control by setting the traffic to it to 0%. We typically encourage our customers to have a no-offer or baseline offer control. There are many reasons for the control, but a primary one is to have a comparison when performance changes. Therefore we typically suggest setting up a Default Page without any offers that you send ~5% of your overall traffic to. This will come in quite handy during our testing and if performance changes in any way.
Below the control, you will see the "Remaining traffic" section. This is where the rest of your cancel traffic will be sent after the 5% is routed to the Control Page. Customers who don't have any Audiences defined from the beginning will typically launch with 3/4 offers being tested against the control. To configure this setup, add three pages to the "Remaining traffic" section and select the "Redistribute evenly" button. This will update the traffic splits to be evenly balanced across the remaining 100% of traffic.
Note: within a Targeting Block such as Remaining traffic, the % distribution must add up to 100% for those Pages. If it does not, you will get the error message below and will be forced to adjust the % until they total 100%.
Adding an Audience
Now you may want to add an Audience split to your Targeting to set up different pages to be presented to different customers based on their Audience definition. A simple example is Monthly vs. Trial Customers. Once these Audiences have been defined in the Audience Manager, you can add them to the Targeting tab by selecting "+ Target Audience" in the top right-hand corner of the page. If you need help defining them, visit this doc on how to create an audience.
Doing so will add an Audience split in the Targeting Tab and will present you with a drop-down of the available Audiences to select from. From here we can easily configure a simple split test with a Monthly control by adding three pages and configuring them as shown below.
Splitting Audiences into Targeting Groups
Another common use case is to have an additional rule that gets applied within an Audience. For example, you can have trial customers who are eligible for an Offer and those who are not. In this case, you want to prevent the customers who have already taken a Trial Discount offer from seeing that Page again. This can be configured when selecting "+ New Target audience" before adding any Pages.
Select "+ New Targeting group" here and you will get an additional option to split the page further by an additional Audience. This second Audience will be nested within the top-level one to form "and" logic. Note, once a page(s) have been added you cannot set up a New Targeting group within the Audience without removing all the selected pages first.
Here you can see we have configured two different Sub-Audiences, "Eligible for Offers" and "Not Eligible for Offers." This effectively allows us to restrict the in-eligible group from seeing the Discount offer again. When you add a targeting group within an Audience we force you to always set a Fallback page. This page will be invoked in the event that we have Trial customers that do not match one of the Targeting group rules.
Changes that you make when on the Targeting tab will all be queued up in a "draft state" while you remain on the page. To publish these changes, hit the "Publish all" button in the top right corner of the page. This will promote all the changes you have teed up to your targeting live at once. If you try to navigate away from the Targeting page without publishing, you will be presented with a confirmation that your changes will not be saved until they are published.
If you have any additional questions or need help with your Brightback Targeting setup, please contact email@example.com.