Understanding Journey Use Case Requirements

Some use cases might require additional integrations or event/attribute creation. This guide aims to give a better understanding of use cases and their requirements.

Goals and Use Cases

Before creating a journey, you can answer some questions as follows. Accordingly, you can set the basis and understand the requirements of your journeys.

• What will be the starter/trigger condition to take users to the journey?
• How frequently can a user trigger the starter conditions?
• What is the suitable re-eligibility duration? Or is this journey only one-time for each user?
• What actions are you expecting from end users?
• How long should you wait for users to take the respective actions?
• What are the milestones on the customer journey flow? What should you check on the flow?
• Would you like to personalize the message based on users' language and country?
• How many times should you interact with users?
• Which channels do you prefer to use?
• Will there be any action on the flow according to users' reactions to the messages you send?
• What kind of personalization/dynamic content will you use?
• How do you want to track users' behavior and actions? (e.g. sources like app, website, etc.)
• Do you want to use your offline data (CRM)?
• What is the end goal to lead users to exit from the journey?
• What is the ideal conversion goal duration to track conversion?

Use Case Requirements

Based on your answers to the questions above, you can group the requirements into three steps:

• Channel Integration
• Data Collection Integration
• Customer User Attribute and Event Creation

Read more on Architect Advanced Integration Guide.

1. First, you need to list all segmentation and personalization needs based on your use case(s). For the segmentation, you need to decide if the information requires a user property or a user action.

2. If it is a property, you need user attributes. If it is an action, you need events. You can also define what event parameters you need to narrow down the segmented group. 

3. If it is a user attribute, you should first understand if it is one of the Default Attributes, or if you need to create a custom attribute.

When creating a custom attribute, you should define what data type the attribute requires. It can be:

• A string (e.g. user's last destination: London)
• A number (e.g. years of membership: 18)
• A boolean (e.g. has submitted form: true)
• A date (e.g. registration date: 01/02/2018)
• A URL (e.g. Linkedin profile: sample.com)

You need to define which platforms and data sources you want to use. It can be:

• Your website — that would require Insider Object integration
• Your application — that would require SDK integration
• Your offline sources — that would require Upsert User Data API
• Your user lists (contact lists) — that would require a Saved Segment (static segment)

While creating the attribute, make sure that the same data comes from all platforms you are using.

4. If it is an event, you should first understand if it is one of the Default Events, or if you need to create a custom event.

When creating a custom event, you should define what event parameters the respective event would require to narrow down the segmented group, and what data type it requires.

You also need to define which platforms and data sources you want to use. It can be: 

• Your website — that would require Insider Object integration
• Your application — that would require SDK integration
• Your offline sources — that would require Upsert User Data API

While creating the event, make sure that the same data comes from all platforms you are using.

Journey Design

You can shape your journey design based on the requirements and your answers to the following questions.

1. To start creating a journey, first you should understand which starter element is convenient for your use case.

2. As the second step, you should define the Wait duration.

3. After the Wait element in the journey, you should define the Check Conditions/Interaction/Reachability Elements.

4. You should compose content for your channel(s). If you want to use dynamic content, you should add attributes to your content. 

5. You can define a journey goal, and goal conversion duration.

6. You can use User Eligibility to define how many times a user should be eligible to enter the journey.

7. You can set an entry capping to limit the number of times users can enter your journeys.

8. Once you complete configuring your journey, you can launch it.