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.