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.
Welcome Email
Create a journey to engage with a new individual engaging with your website:
- An individual signs up for a newsletter (journey entry criteria)
- Wait 1 hour
- Send a welcome email (triggered real-time activation)
Abandoned Cart
Create a journey to encourage an individual to complete the purchase of the items in their cart:
- An individual adds products to a cart (journey entry criteria)
- Wait 3 hours
- Send an email reminding the individual of the products in their cart (triggered real-time activation)
Each real-time journey can have a maximum of 24 events. Real-time journeys support up to eight stages, which include one entry criteria/milestone, one wait step, and one triggered activation.
Real-time journeys allow reaching out to a prospect or customer within minutes. A typical use case is an abandoned cart journey.
The following table describes all of the possible objects in a real-time 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. |
| 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 | A specified condition a profile must meet to exit a stage or the entire journey. Stale profiles can be set to exit a stage or journey between 1 minute to 24 days. |
| 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. |
| 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. |