In Audience Studio, a journey identifies audiences along the buying cycle. It links relevant campaigns and channels to customer behavior, providing a personalized experience to customers across multiple channels and lifecycles.
Treasure Data Journey Orchestration supports two types of journeys:
- Batch journey : Batch journeys rely on workflow sessions to process data. With batch activations, profile updates can take a day to cycle through the parent segment, journey segment, and activation workflows. Learn more about Batch Journey Workflow Dependencies.
- Real-time journey: With real-time journeys, you can take an action, such as an email or message, within minutes.
Each journey can have up to eight stages. After marketers create journey stages, they can further analyze and refine them and activate specific campaign stages.
New Customer Onboarding
Create a journey to engage with a new customer:
- Welcome: An email thanking the customer for their order or service purchase.
- Resources: An email includes sharing resources like a product video or service FAQ.
- Explorative: An email to introduce more products with links back to the website for further exploration, and so on.
Repeat Purchase Campaign
Create a journey to convert customers who have made one purchase into repeat purchases:
- Wait x days
- Check to see if another purchase has been made
- Create an activation to send an email encouraging another purchase
- Create an activation to send an SMS encouraging another purchase
Individuals can launch a journey only if they have edit access to journeys set up as jump destinations in the current journey's Exit criteria, Goal, and Jump events.
- Each batch journey can have a maximum of 120 events, and each stage within that journey can have a maximum of 70 events. Treasure Data does not recommend creating a journey and stage with the maximum number of events, as it can affect the performance of journey processing. This feature is in Beta.
- When creating a journey with 120 events, limit your activations to less than 50 for better performance.
- Parent Segments and journeys associated with them must be run daily. If you manually run a parent segment, activations might be accounted for inaccurately.
- An activation that has been run for the day is triggered again when a user changes the time zone on the activation.
Stellar is a car manufacturer. The goal is to lease or buy a Stellars brand vehicle. To accomplish that goal, the journey contains four stages: Unawareness, Awareness, Consideration, and Intent. Let's take a look at the first three stages.
The following table describes all of the possible objects in a batch journey.
| Event | Description |
|---|---|
| Purpose | A description of what you want to accomplish with your journey: Welcome Journey: Help to engage new customers at your store or website. Purchase Journey: Promote your products for purchase to gain new customers. Anniversary Journey: Celebrate your customer anniversaries. Win-back Journey: Encourage a new purchase by a previous customer with a win-back journey. |
| Goal | (Optional) The condition a profile meets when it completes the overall journey's purpose, such as completing a purchase. A journey goal can be met at any step in the journey. |
| Stage | Each journey must have a minimum of one stage and a maximum of eight stages. |
| Milestone | Key steps that track a customer's intent and progress in the journey, for example, filling out a form or adding an item to the cart. Note: A journey stage milestone becomes the entry criteria to the next journey stage. |
| Exit Criteria | (Optional) A specified condition a profile must meet to exit a journey stage. If an unsuccessful exit criterion occurs, the profile becomes stale*. *A profile becomes stale after the profile fails to complete a journey goal or milestone within a certain amount of time. |
| Entry Criteria | Required for your first stage. When profiles meet this criterion, the journey begins. |
| Wait Step | If a profile in the journey hasn't completed the journey goal, a wait time (to be defined by the marketer) is applied to the journey before allowing progression to the next step of the journey. |
| Activation | Export segment or profile data to an external source, such as an email or social platform. |
| Decision point | A decision point determines how profiles are segmented into multiple branches. |
| Merge | Join the journey branches after a series of messages/activations are complete. |
| Duplicate | Make a copy of an existing draft or launched journey to make changes. |
| Pause and Resume | Pause a Live journey and resume it later. |
| Jump | Send profiles to another journey or stage based on the profiles' behaviors during the journey. |
| A/B Testing | A/B testing helps marketers test treatments (for example, different marketing Calls to Action in an email) to determine which treatments perform better. |
| End | (Optional) The end event indicates that the profiles take no further action in this journey flow unless they qualify for a milestone or exit criteria. |
Treasure Data Journey Orchestration allows you to change many aspects of draft journeys but limits your changes to live journeys. While duplicating a journey is an option to make changes, you run the risk that the profiles already in the journey will go back to the beginning of the stage and could potentially receive duplicated activations.
With Journey Versioning, you can edit a live journey by creating a new version. You can create a maximum of five versions of a journey.
- If you have no existing journeys, you can create five new versions. You can create up to four new versions if you have existing journeys.
- Each version name must be unique within a journey.
- When you create a new version, except for stage configuration, all objects are displayed on the Journey Canvas for editing.
- You cannot change the re-entry of stage profiles in a journey version.
- You can change journey names but not stage names; everything else can be changed.
- The new version is in draft status.