Interaction Studio

Implementation Overview
Intended Audience: Salesforce
CSG Engagement Managers &
Account Partners
Table of Contents
Overview Solution Setup Use Cases

Implementation Overview Deploy Web SDK (Beacon) Web Personalization

Salesforce Roles Platform Setup - Identity Open-Time Email Personalization

Client Roles Site Mapping - Catalog Einstein Recipes

Example Implementation Timeline Site Mapping - Events

Objectives & Key Results Site Mapping - User Attributes

Use Case Discovery & Blueprinting Site Mapping - Page Types

Site Mapping - Content Zones

Data Feed Ingestion

Implementation Overview
Salesforce’s Integrated Real-Time Personalization &
Interaction Management Solution
Engagement
Channels
Data Sources
Web Recs
Web Behavior
Web Offers, Messages
Product Catalog,
Content, Promotions Email

Email Engagement Mobile, Push, SMS

CRM AdTech, Social

Integrate Understand Decide Engage
Mobile Behavior Call Center, Chat
Analyze
DMP, 3rd Party In-Branch

AdTech Engagement Direct Mail

Real-Time
Call Center, LiveChat
Insight Needs
In-Branch
Business Intelligence
1-to-1
Planning/
Merchandising

AI-Driven Data Science

Rachel
Interaction Studio Implementation Requirements

What Data Integrations? What Channel Integration? What Activation Use Cases?

Web

Social & App

AdTech
Web Email

CRM
& Call Email
Center

Mobile CRM
DMP/DSP Analytics
Branded
Store
Evergage Integration Methods

ETL/Feeds Evergage SDK for iOS & Android

Real-time API Pre Built Connectors

Evergage Javascript
Understand Your Customers and Business Context
Key Goal of Interaction Studio Implementation

Understand the User Understand the Business

1:1 Relevance Across All Touchpoints
Key Goal of Interaction Studio Implementation

Website

Website Email, Journey In-App In-Property Media

Builder Messaging CRM
Resource & Team Requirements
Key Resource Requirements

Project Manager Solution Architect Technical Architect

Dedicated Project Oversight & Comprehensive Platform Solutions Customer-Centric Architecture

Organization
• Detailed analysis of business needs • Application buildout & integration
• Continuous oversight & coordination of • Product set & architecture roadmap • Digital marketing architecture expertise
blended engagement model recommendations and documentation • Future-proof implementation
• Measure & communicate progress • Guide technical implementation
• Alignment of all stakeholders throughout
each phase of engagement

Stakeholder Roadmap Outcome Solution Platform Implementation Strategic Integrated Efficient

Coordination Leadership Driver Design Architecture Guidance Architecture Data + Tools Implementation
Documentation
Client Organization | Program Management Office (PMO)

Exec Sponsor CMO/VP Marketing CIO/VP IT

● Ultimate aircover, support, ● CDP success owner in marketing ● CDP success owner in IT
oversight ● Owns Cross channel marketing ● Owns IT success
● Owns program success

Product Manager Program Manager IT/Tech Lead Analytics Lead

● Prod Mgr for CDP & Integrations ● Day to Day owner ● Tech expert on program ● Insights lead
● Roadmap for CDP/Integrations ● Coordinate groups & resources ● Liaison to IT org ● Testing consultant
● CDP Expert (abilities and uses) ● Maintain & run schedules

● Ecom Lead
● ESP Lead ● Ensure max use of solution
Channel ●
●
Loyalties & Offers Lead
Omni-Channel Lead
●
●
Ensure coordination with teams
Represent roadmap to other teams
Execution Team ● Merchandising Lead ● Own solution knowledge for team
● Paid Marketing Lead ● Empowers self service use of solution
● Customer Service Lead
How Is Your Team Structured?

➢ Who will be the primary points of contact during implementation?

➢ What other key influencers will help determine the strategy and make decisions?

➢ What access levels do these team members need in the IS solution?

Sample Implementation Timeline

Workshop & Config Discovery Build QA/UA Testing Deploy

(~1 week) (~2 weeks) (~4 weeks) (~2 weeks) (~1 week)

Website SDK & Tagging Develop Blueprint Build Configuration QA Testing Publish in Production

Product Introduction Finalize Use Cases Set up Use Cases Deliver UA Plan Publish Experiences

Use Case Discovery Recognition Strategy Deliver Assets UA Testing Final QA/UA

IS Platform Setup Asset Requirements Build Experiences Config Updates

Cookie Policy Update

Blueprint Sign-off Plan A/B Tests Final Sign-off

Customer
Both
Implementer
* if in scope
Objectives & Key Results
How will you define success with Interaction Studio?

➢ What are your key business objectives for this year? What about marketing objectives?
○ How are those goals reflected on the website and other interaction channels?

➢ What KPIs do you use to measure your goals and objectives? Are these the same across
channels?

➢ What groups of prospects/customers are you focused on targeting? What about

key points of interaction across the customer journey?
Implementation Scope & Goals
What are the primary goals of your implementation project?

➢ What systems and data will we integrate to achieve real-time interaction and
personalization management?

➢ What milestones will you use to measure the success of the implementation?

➢ What use cases will be deployed that solve your stated business challenges?
Platform Setup Steps
Platform Setup
Dataset Design
Platform Setup | Dataset Design

Task: Determine how many datasets are required base on the brands, languages, and
websites listed in the SOW

Why it’s important: Multiple datasets for multiple domains usually makes sense, but there are
use cases where it’s best to combine into a single dataset.

Consideration/Discovery Questions:
• How similar are the sites if they are different languages? Do they use the same architecture,
infrastructure, IDs, etc.
• What are the benefits you hopes to gain by having different sites in the same dataset?
• Some examples include simplicity of campaign management, de-siloed view across brands, etc
Dataset Design Discovery Continued

- Understand all the domains to be mapped as part of the SOW

- Does the domain support multiple languages, countries and currencies?
- Consider single dataset versus multiple dataset:
- Multi-languages typically are supported in the same dataset if
- same user access for all locales
- everything is the same
Domains
- Multi-countries and currencies
- Do you have a mobile specific site that redirects based on device type?
- If the mobile site differs in structure, it will influence the majority of
the site mapping’s components such as page types, content zones and
catalog data capture
- Does the domain change when moving from one area to other areas of
the site?
Locale
Platform Setup
Identity Management within Interaction Studio
Platform Setup | User Identifiers

Task: Select & define user ID structure (included in “Platform Setup” step)

Why it’s important: Understand how users will be matched across systems & channels

Discovery Questions:
• What systems are user IDs stored in? Is there an ID available in all systems included in the SOW?
• What logic will be used to consolidate (merge) customer profiles? How should customers identify
themselves (going from anonymous to known).
• What privacy considerations do you have on your site or in other channels?
• Sample IDs:
• Email Address
• MC Subscriber Key
• SF Contact ID
• Customer Universal ID (from customer’s internal systems)
Identity Management
Overview

▪ There are different identifiers in different contexts

– Website
– Email
– In-Branch Form
– Acquired company

▪ Create an identity type config

– Attribute name
– Namespace (scope)
– Uniqueness within namespace
– Case-sensitivity

▪ Lookup with the set of identifiers you know

▪ Add more identifiers by setting attributes

Website Integration
Discovery & Blueprinting
Website Integration - Discovery & Blueprinting

Task: Understand the data requirements for initial use case implementation

Why it’s important: Requirement for moving forward with platform setup, data integration,
and channel integration

Discovery
• How many use cases are we implementing? What channels are included in those use cases?
• What data will power the use cases? Are there specific triggers, including cross-channel triggers?
• For data feed integrations, data feed format much match IS Specs.
• For web use cases, what global template and playbook supports each use case?
• For other channels, are there productized integrations that exist between systems?
What is an Interaction Studio Website Blueprint?

A Request Form Instructions Documentation

-A blueprint is the output of a -A blueprint is a set of -Collaborative documentation
completed discovery phase instructions for your developer upon completion of the
(Technical Architect) to follow implementation
during implementation
-It includes what you want to
map, and how you want to map -Revisit when updates to the
it. -Developers map the site based solution are required
on the blueprint, confirming
that the data ingestion works as
-It triggers the beginning of the expected
implementation phase
Platform Setup
Deploying the Web SDK
Platform Setup | Deploy the Web SDK

Task: Deploy the Interaction Studio Web SDK and confirm that it is firing as expected

Why it’s important: The Web SDK places a first-party cookie for all visitors and can collect,
deep implicit and explicit behavioral data for both known and anonymous visitors.

Discovery Questions/Decision Points:

• Can you deploy the Web SDK Synchronously? Doing so will allow IS to use Flicker Defender.
• Who in your organization controls web deployments? Do you have a sprint release process to slot web
deployments into?
Website Integration Using Interaction Studio Web SDK
Interaction Studio Web SDK (Javascript) allows IS to collect behavioral data, business context data
(content, catalog) and deliver personalization

COLLECT UPDATE PERSONALIZE

Anonymous and Named Catalog and Content in Site Experience in Real-Time

Customer Behavior and Web Real-Time
Transactions
Interaction Studio Web SDK Deployment Options
SAMPLE SCRIPT

INTEGRATION OPTIONS

Synchronous Asynchronous
Integration loads the Web SDK Integration loads the Web SDK
(JavaScript beacon) before after the page has loaded. With
continuing the rest of the page this integration, IS cannot
load, so IS can prevent page protect against flicker
flicker, a momentary flash of the
original page content
Interaction Studio Integration Methods

ETL/Feeds Mobile App SDK for iOS & Android

Real-time API Pre Built Connectors

Javascript
Platform Setup
Integrating Your Website by Site Mapping
 Site Mapping | Overview

Overview:
● Configuration driven integration layer
○ Developed for a specific site using IS APIs
& written in JavaScript
● Executes within the IS Web SDK
● Describes the structure of the site as a user
interacts with it

Questions the Sitemap Answers:

● What type of page is it?
● Who is viewing this page?
● What catalog items does this page have, if
any?
● What other user interactions should be
listened for?
● What areas of the page can be personalized?
Site Mapping
Page Mapping
Platform Setup | Site Mapping - Page Mapping

Task: Name and Map common pages on your website

Why it’s important: Page types organize how the sitemap is executed, and are responsible for
defining what parts of the site are available for personalization, what data from the page or
about the user can be captured, and what events on the page are tracked.

Discovery Questions/Decision Points:

• How is your website organized? Do you have any existing page-type naming conventions and groups?
• What Pages are critical to name for ease of use and use case execution?
• How can we consistently identify these pages? Is there a URL pattern that is consistent, or do we need
to use a DOM element?
Page Types: Definition & Purpose
● A sitemap is made up of many page type configs, and one config can apply to multiple pages
● Page Types organize sitemap code structure & logic executed by the SDK. They help define:
○ Where an event originated
○ What information should be scraped from a page
○ What Content Zones exist on a page
○ What Listeners should be bound on the page

Homepage Category Pages Product Pages Cart Page

Site Mapping
Catalog Mapping
Platform Setup | Site Mapping - Catalog

Task: Identify pages where catalog data needs to be ingested, and what business objects are
present on those pages

Why it’s important: Understand what product, content, or other item a user is viewing, and
updating Interaction Studio’s catalog data for that item in real time.

Discovery Questions/Decision Points:

• Do you have a datalayer containing catalog data about the item?
• Are there any catalog feeds that need to be considered in conjunction with Site Mapping?
• What other pages reference the items?
• For example, on retail sites checkout and order confirmation pages typically include the product ID.
Platform Setup | Catalog Design

Task: Select the Business Objects you’ll be tracking with Interaction Studio

Why it’s important: The “Catalog” is the collection of organized and related items within your
Interaction Studio Solution. These should be things your customers can purchase, view, or
consume

Discovery Questions/Decision Points:

• What business objects should be tracked in Interaction Studio?
• What data about those business objects is required to support your use cases?
• Are there multiple sources for each data point?
What is the Catalog?

Collections of organized and related item data

• IS maintains a real-time Shadow Catalog
• Catalog Objects (Items) are key items users can engage with
• Products you sell
• Content you want people to read
• Offers or Creative that can be personalized
• Catalog objects have meta-data associated with them that
provides context within the larger catalog
• Attributes
• Dimensions

The catalog is used extensively throughout the

platform
• Personalization (recommendations, promotions)
• Targeting (segmentation)
• Reporting
Sample Retail Catalog | NTO
Products (Item) Categories (Dim) Features (Dim) Genders (Dim)

Colors (Dim) Blogs (Item) Stores (Item) Promotions (Item)

Sample Financial Services Catalog
Products (Item) Categories (Dim) Banking Class (Dim) Promotions (Item)

Personal Business

Blogs (Item) Keywords (Dim) Branches (Item) Calculators (Item)

Mortgage
Home Buying
Interest Rates
Insurance Banking
Site Mapping
Events
Platform Setup | Site Mapping - Events

Task: Map key points of interaction on the website

Why it’s important: Understand key points of interaction and label them in the platform for
campaign targeting, triggering, segmentation, and analytics use cases

Discovery Questions/Decision Points:

• What events are required to support business use cases?
• Is there any contextual data that needs to be captured from the event (catalog, user, or other
context)?
• Are there events that are applicable to all pages, or multiple pages?
Behavioral Events: Definition & Purpose
Overview
Events sent to Interaction Studio based on
an action a user performed on the page

Created and sent from the sitemap

• Sitemap listeners

Used for
• Triggering campaigns
• Cross-channel (web, email, etc.)
• Catalog item statistics
• Carted, Viewed, Purchased
• Segmentation
• Reporting
• Gears
• And more...
Contextualizing the Event

User
Identity Attributes

Account
Identity Attributes

Event

Channel PageType URL Locale Time

Conversions
Download Forms Applications
Site Mapping
User Attributes
Platform Setup | Site Mapping - User Attributes

Task: Map key datapoint ingestion for your customers from the website

Why it’s important: User Attributes can be used for identity merging, segmentation, and
featured in use cases. User attributes available on the website can be captured in real time.

Discovery Questions/Decision Points:

• What attributes are required to support your use cases?
• What user attributes are present on the page or in your datalayer?
• User attributes are often captured from events (i.e. email capture form fill) -- what events make user
attributes available?
• Is the website the only source for the attribute, or is it available in other channels/integrations (i.e.
Sales Cloud or Service Cloud)
User Attributes: Definition & Purpose
Overview
Name/Value pairs attached to other entities

Types: string, number, date, boolean, object

Metadata: Origin, Provider, Gear, Sensitivity

Owning Entity: User, Account, Catalog item, Order, Line item

Used for: Targeting, Segmentation, ML Decisioning

Site Mapping
Content Zones
Platform Setup | Site Mapping - Content Zones

Task: Map content zones on the client site for each page type and across page types

Why it’s important: Content Zones define what areas of the page or website can be
personalized with RTIM campaigns.

Discovery Questions/Decision Points:

• Do you have a standard naming convention for elements of your site (i.e. “Hero Spot A”)?
• What areas of the site do you anticipate personalizing this year using Interaction Studio?
• What content zones are required to support your defined use cases?
Content Zones: Definition & Purpose
Overview
An area on the site that a developer has Global Infobar

mapped to make it eligible for

personalization
Homepage Hero

Once defined, templates can be built for

business users to leverage within a content
zone to personalize the experience to Homepage Recs Row 1

customers & prospects

Examples of content zones include the Homepage Recs Row 2

Homepage Hero, PDP Recs Rows

Homepage Category
Promotions
Platform Setup
Data Integration Using ETL
Platform Setup | Data Feed Ingestion (Optional)

Task: Set up data feeds to deliver transactional, catalog, business context, or other external
data into Interaction Studio

Why it’s important: Augment IS with additional data to improve and unlock additional RTIM
and personalization capabilities

Discovery Questions/Decision Points:

• What data in the source system supports your use case?
• Can you match the IS ETL Feed specifications?
Common Feed Types

User Transactions Catalog/Promotions

Channel Engagement Account

ETL & Data Feeds
User Feeds
Components of a User Feed

Identity Attributes
• Logic to determine how • The attributes that are
to resolve records in the defined for the user
feed to a single user • Governance process
for updating attributes
User Feed - Q&A
Systems In Place Data Availability & Recency

● What systems do you have that include user data? ● How often is this system updated?
● What types of data are included in these systems? ● Do you need to action on that data in real time as its updated?
● Does this data originate from this system or is it sourced
from another system?

Relationship Between Systems Customer Identity Within each System

● What is the unique identifier in that system? ● How do you determine a unique user in the system?
● Is that unique value available on the site? ● How trustworthy is that identifier?
● Is there data that is shared between your systems (i.e. is the
user ID populated on the website, in Loyalty program, etc)?
ETL & Data Feeds
Catalog Feeds
Components of a Catalog Feed

Items Dimensions Attributes

Products, Solutions, Meta-data that describes the Characteristics of the
Blogs, Resources item. Visitors can develop item such as name, url,
affinity towards dimensions image, publish date
Catalog Feed - Q&A
Systems In Place Data Availability & Recency

● What is the system of record for your product catalog or ● How frequently is that data available?
content?
● Do you need to action on that data in real time as its updated?
● What percent or your products/content is available online
versus offline?
● Does your products or content change over time?

Relationship Between Systems

● What is the unique identifier in that system?

● Is that unique value available on the site?
ETL & Data Feeds
Transaction Feeds
 Components of a Transaction Feed

Identity Order Details Line Items

Logic to determine how to Related details to a purchase Product from the catalog that
resolve records in the feed to a date, price, quantity was purchased
single user
Transactions- Q&A
Systems In Place Data Availability & Recency

● What is the unique identifier for a transaction record? ● How frequently is that data available?
● Is this the source system for transactions?

Relationship Between Systems Customer Identity Within Each System

● Is data shared between the systems? ● How do you identify an individual in the system?
● Is the transaction ID in your offline systems the same as ● What is the coverage for identifiers amongst the system?
online?
Ingesting Data Via API
Events
Overview
Simplified Real-Time Evergage Event
▪ Events are behaviors that are tracked on in config.pageTypes.push({
the Evergage platform for a user name: "Product Page",
isMatch: () => true,
▪ Evergage uses events for a number of catalog: {},

purposes onActionEvent: (event) => {

– Segmentation // set attributes

– Campaign Targeting },

– Behavioral Tracking contentZones: [],

listeners: [
// listen for user engagement
],
});
Sending Data from External Systems into Evergage
Overview

● Real-time data sharing from a channel

where Evergage JS/SDK is not present

● Individual level, not batch

● Sample Channels:
○ POS
○ Call Center
○ Branch
Contextualizing the Event

User
Identity Attributes

Account
Identity Attributes

Event

Channel PageType URL Locale Time

Conversions
Download Forms Applications
Sample Event
Event Demo
Use Case Discovery
Use Case Discovery
Web Use Cases
Use Cases | Web Personalization

Task: Scope use case requirements and modify global templates for web use cases

Why it’s important: Business users build campaigns using pre-built and approved Global
Templates, which allow for easy scale

Discovery Questions/Decision Points:

• What is the hypothesis of your web campaign?
• Do global template support the initial and ongoing optimization of the use case?
• What configurable inputs do business users need in their templates to scale campaigns?
• What changes need to be made to the template to match your website’s look and feel?
• What user behavior will trigger the campaign or experience on the site?
Web Campaign Glossary
Before We Get Into It

Web Template - A developer-built, fully QA'ed, repeatable framework that you can use to create
personalization campaigns. Templates define what a campaign can render.
Content Zone - An area on site that can be personalised (e.g. Home Page Hero Banner)
Web Campaign - Business user configures configurable inputs in a web template to create and deploy 1:1
personalized experiences.
Experience - Different personalisation results within the same campaign.
Promotion - Images, call-to-action or incentive designed to encourage visitors to click through for more
details. Frequently used in M/L and can be added to emails.
The Anatomy of a Web Campaign

Content Zone:
An area on the site that a developer has mapped to
make it eligible for personalization

Content Zone Examples:

Homepage hero

• PDP Recs Row

• Email Hero
The Anatomy of a Web Campaign

Template:
Fully QA’d & built configurations that a business user
can leverage inside of a campaign.

Templates define what a campaign can render (ie.

promotional asset, product recs, etc.) & what the
business users can edit (ie. Algorithm, Message text,
CTA text, etc.)

Template Examples:
• Email Capture Pop-Up
• PDP Recs Bar
• Infobar - Single CTA
• Homepage Hero - Contextual Bandit
The Anatomy of a Web Campaign

Campaign:
The only piece of the puzzle that a business user
touches.

When a business user creates a new campaign, they

select a template, complete the inputs available to
them, & then publish the campaign. The published
campaign is visible to prospects/customers that
qualify based on the testing/targeting logic

Campaign Examples:
• NTO Community Registration - Email Capture
• PDP Recs Bar A/B Test
• COVID Free Shipping & Returns Infobar
• Homepage Hero - Contextual Bandit Offers
Use Case Discovery
AI Design - Einstein Recommendations
Use Case | AI Design - Recommended Content

Task: Design and configure Eintstein Recipes for recommended catalog objects (products,
blogs, articles, etc)

Why it’s important: Recipes use a combination of AI algorithms, business rules, and affinity
boosters to power recommendations at scale. They are easily configured by business users

Discovery Questions/Decision Points:

• What channel and location will my recs be displayed?
• What is the goal of the recommendations (i.e. discovery, increase AOV, increase engagement)
• Are there business rules that need to be adhered to in your targeted recommendation zone?
• What catalog data is the strongest indicator of user affinity toward your recommended content?
• What is the length of your conversion funnel, and what impact should that have on lookback
windows?
Recommendations

1:1

Truly 1:1 Real-Time

Recommend
Combine
Anything in your
Algorithms
Context

Business User Apply into any

Tunable Channel
Anatomy of a Recipe
Ingredients: The Starting Point of a Great Recipe
Filters (Exclusions/Inclusions)

Use filters to implement business rules in

your recipes

Filter on any product dimension or attribute,

including data presented on the page
• Use filters to hardcode inclusions or exclusions of
products with specific characteristics (e.g.
products on clearance)

Recipes will pick from the universe of

available (in-stock) products that are
allowed after all filters have been applied
Affinity Boosters

Use boosters to add personalization

based on a user’s affinity towards a
specific dimension

Boosters have configurable inputs that

interact with the weights assigned to
ingredients in
the recipe

You can also set an activation threshold

for a booster
Variations

Use Variations to force variety into your

product recommendation results

Select a specific dimension to use the

variation for (i.e. category)
Put It All Together

Ingredients Business Rules

Boosters Variations
Testing Recipe Outputs
Use Case Discovery
Open-Time Email Campaigns
Use Cases | Open-Time Email Personalization

Task: Scope and Build campaigns for inserting personalized content into your existing emails

Why it’s important: Open-Time email campaigns allow you to leverage your customer’s profile
to drive relevant content each time they open an email, including recommendations and
personalized content & offers.

Decision Points:
• What parts of the email will be personalized?
• Can email address be used to identify the user in Interaction Studio?
• If personalizing creative, how will the creative be selected?
• If personalizing recommendations, what recipe should be used?
What Makes Up an Open Time Email?
Promotions > Campaigns > Email
What Makes Up an Open Time Email?
Item Templates > Campaign > Email