Audiences are how you unlock world class personalization.

Everyone wants to provide personalization, but not many people are confident how.

Partially because of a misunderstanding of what personalization means. A lot of people think that personalization means calling someone by their name or creating an unmistakably 1-to-1 experience.

In reality, the difference between a personal and non-personal experience is how relevant and helpful you are to your visitor based on what you can learn about them, their onsite behaviour and history with your businesses.

Wisp enables personalization by providing a rules engine to build audiences. These rules can be stacked and refined to really zero in on a specific use case.

The properties you can choose range from how a visitor arrives on your site, to what they're doing on it right now, to what they did last time they were here.

Below is an overview of the properties that Wisp can use to determine the audience of a campaign. The column 'trigger type' denotes one of three options:

  • Acquisition: Triggered by how a visitor came to your site.
  • Historical: triggered by a past interaction.
  • Real Time: Triggered by on-site behaviour and actions.

Property

Sample Use Case

Trigger Type

Accepts email marketing

Show or hide email collection campaign

Historical

Cart value

Up-sell campaign

Real Time

Country

Localized campaign

Acquisition

Custom Property

Campaign based on Google Tag Manager

Real Time

Is logged in

Encourage log in to access additional information for campaign building.

Real Time

Last order date

Retention or loyalty offer campaign.

Historical

Last visit date

Content engagement campaign.

Historical

Order count

Campaigns based on customer value or loyalty.

Historical

Orders

Campaigns based on purchased items and order behaviour.

Historical

Product stock

Urgency prompt and abandoned cart campaigns.

Real Time

Tags

Customer tag based campaigns.

Historical

URL

Campaigns specific to traffic source.

Acquisition

UTM Campaign

Campaigns specific to traffic source.

Acquisition

UTM Content

Campaigns specific to traffic source.

Acquisition

UTM Medium

Campaigns specific to traffic source.

Acquisition

UTM Source

Campaigns specific to traffic source.

Acquisition

UTM Term

Campaigns specific to traffic source.

Acquisition

Visit count

Campaigns specific to window shoppers.

Historical

Audiences are powerful. If you can imagine a demographic of visitor, then there's a good chance that they can be segmented and targeted on Wisp.

This concludes the Campaign Builder introduction, there's more admin to uncover so let's carry on.

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