Kahuna Orchestrations provides an environment for creating and maintaining seamless cross-channel communication automation for your product users. With orchestrations, you use touchpoints containing messages that guide your segment along the steps of an event path. orchestrations guide users through a series of touchpoints based on decision points and branching and time-based delays.
Suppose you want to use cross-channel messaging to introduce new users to your Kahuna-integrated product. As these users interact (or don't interact) with your product, you send them an ordered series of messages. These messages guide your users to another event or change in user attribute that triggers new messages.
To create an Orchestration, open Create > Orchestration in the left navigation panel.
Kahuna Orchestrations provides a single interface for creating, managing, and measuring orchestrations. You can track user behavior along the orchestration path with extensive cross-channel metrics.
Kahuna Orchestrations provide these features:
- Single access to segment and touchpoint management
- Display of orchestration structure
- Kahuna Orchestration metrics
- Touchpoint metrics
- Target custom-built user segments
- Logic Splits based on event and user attribute filters
- Percent Splits for up to 5 parallel branches
- Path Joins
A Kahuna Orchestration is a series of touchpoints, logic splits, decision splits, delays, and joins designed to orchestrate the delivery of different messages to your users once they qualify for the orchestration. These components work in sequence to deliver the orchestration’s messages at the right time:
These components work in conjunction with one another in a Kahuna Orchestration:
A Kahuna segment is a subset of members who are related by behavioral, demographic, or social attributes (see Orchestration Components). For example:
- Males over the age of 21.
- Females living in the northeast United States who have purchased items using your app.
- All members who have not purchased items in the last 30 days.
- Men and women between 35 and 45 who are interested in traveling to Hawaii.
User segments help you to reach users of your product according to certain qualifying events such as Users Onboarded Within the Last 24 Hours or Users Between the Ages of 18 and 26. Use Kahuna segments to specify the logic that defines which users you reach with Kahuna Orchestrations. As you create a Kahuna Orchestration or Export Users, you first select or create a Kahuna segment.
When you create a Kahuna Orchestration, you first assign a Kahuna segment to the orchestration as a segment. The segment of a Kahuna Orchestration may gain or lose members, but the customized user segment defined for the segment remains constant throughout the Orchestration.
In a Kahuna Orchestration, the segment you select targets the users you want to reach with a series of path steps and their associated touchpoints. Touchpoints encourage segment members to take action by sending them timely, personalized messages. Segment tracking shows you the effectiveness of your touchpoints by displaying how many users transition from path step to path step.
You use Kahuna Segment Creator to create segments using events and attributes associated with your Kahuna namespace as building blocks. The following table shows some examples of Kahuna segments and building blocks:
|Women over age 30||gender and age attributes|
|Users who left items in the shopping cart||cart count and last purchase date prior to last shopping date attributes|
|Users who created a login||login event|
|Users who made a purchase||login and purchase events|
A Percent Split in your orchestration allows you to split the paths based on a distribution percentage.
When selecting Percent Split, you can add between two to five branches to your orchestration path.
Depending on how many branches you select, the distribution will be evenly set across all of your branches by default.
You can then adjust the distribution of each branch--you are required to always have a total 100% distribution but you CAN have a branch with 0% distribution.
While adjusting a Percent Split, you can lock one of the branches at any time by clicking on the lock icon, which will prevent it from getting adjusted if you change any of the other branches.
When modifying how many branches you have in your Percent Split, you can add additional branches or reduce the number of branches. When reducing the number of branches, the right-most branches will be removed. Any touchpoints or other splits contained on those branches will also be removed.
After the channel is removed, its distribution will get added to the furthest left unlocked branch.
When adding to the number of branches, the new branches will start with 0% distribution by default.
A Logic Split allows you to use a filter to direct some users down a particular branch. Users who match the filter at the time of evaluation will proceed down the YES branch. Users who do not match the filter at the time of evaluation will proceed down the NO branch. The Logic Split should be given a name to help identify it in the editor.
In Kahuna Orchestrations, you create a series of touchpoints that move segment members along the path steps toward the end of a path.
Touchpoints contain the cross-channel messaging you use for communicating with the users of your Kahuna-integrated product. Kahuna offers several channels: Push, Email, SMS, and In-App. Kahuna tracks message status, so you can tell how many segment members have been engaged in various ways such as by receiving messages, adding items, to a basket, and making purchases.
Kahuna touchpoints provide the following:
Personalization—personal data inserted into a message with parameters. To personalize messages, you can customize them with user data parameters.
Deep-linking—customized hyperlinks that segment members can click to go to a specific part of your web site. You can also send deep links in messages. Deep links provide a way for segment members to go to special web pages related to your marketing touchpoints.
Message timing—customization of message timing and touchpoint duration. You can also set the time at which Kahuna starts sending the messages.
Note: Rate limiting is disabled within Kahuna Orchestration messages. This ensures that Kahuna sends your messages at the precise times you specify in your touchpoints. Rate limiting is observed, however, when combining messages from an orchestration and other Kahuna campaigns, experiences, or orchestrations.
Create an orchestration
The Orchestration Creator provides the features you need to create Kahuna Orchestrations.
- Select a segment for your orchestration based on behavioral, demographic, and social data collected by your product
- Choose a control group size
- Choose the orchestration entry criteria
- Form an orchestration path that moves your selected segment one step at a time toward an end path.
The Orchestration Creator shows the Kahuna Orchestration path comprising a series of path steps and a series of touchpoints, decisions splits, percents splits, and delays. To access Orchestration Creator, from the orchestration List, click Create an orchestration.
As you add path steps, you associate a series of touchpoints with each path step. When you launch your orchestration, the Orchestration Creator enables each step and associated touchpoints of the orchestration path. Over time, you use Kahuna Orchestration Analyzer to see segment members moving from step to step along the orchestration path, ultimately arriving at the orchestration end of a path.
As you plan your cross-channel communications, use Kahuna Orchestrations to choose the segments, goals, paths, and touchpoints that optimize user engagement with your Kahuna-integrated product. To develop a Kahuna Orchestration, select a segment, select a trigger event, choose an initial delay, form a multi-step multi-branched set of paths, and add touchpoints.
Choose a Segment
For a predefined segment, select a segment from the existing segments pick list. You can also choose to target all people. For details on creating or managing your Segments, see Manage Segments.
Choose a Control Group Size
Users who are randomly selected to be in the orchestration control group will not receive any of the message within the orchestration. They will otherwise be tracked throughout the orchestration just as messaged users are, and metrics about their interactivity with your product can be compared to the messaged users. Choose the percentage of users that should be in the orchestration control group.
Define the orchestration entry criteria
For a user to qualify for an orchestration, they must be a member of the segment. For all segments other than "All People" the orchestration may begin when the user enters the segment, either by an event occuring or a user attribute changing. Alternatively, you can choose one or more trigger events that will start the orchestration for a user.
While a user can be in multiple Kahuna Orchestrations simultaneously, a user can only be in progress in an individual orchestration once. Once the user reaches the end of a path, they will not re-enter the same orchestration unless the “Allow Re-entry” checkbox has been checked.
Form a Path for an orchestration
Click the (+) icon to add an Orchestration Component to your canvas. You can add and use the following components:
A Percent Split allows you to send users down different paths. A Percent Split can have between two and five branches. The number of users that go down each branch are approximately the same.
When modifying a Percent Split, you can add additional branches or reduce the number of branches. When deleting the percent split or reducing the number of branches, the right-most branches will be removed. Any touchpoints or other splits contained on those branches will also be removed.
A Logic Split allows you to use a filter to direct some users down a particular branch. Users who match the filter at the time of evaluation will proceed down the YES branch. Users who do not match the filter at the time of evaluation will proceed down the NO branch. The Logic Split should be given a name to help identify it in the editor. When deleting a logic split, the YES branch will be removed, along with any touchpoints or splits contained on that branch.
In Kahuna Orchestration, you create a series of touchpoints that move segment members along the path steps toward the end of a path. First you should name your touchpoint campaign to identify it on the canvas, and choose which channels you would like to use to target your users. Afterwards you can create or update the messages that you use within each touchpoint.
A Join allows you to connect paths from one part of an orchestration to another. A Join can be created before a Path End if there is an available destination that does not cause a loop. To create a join, click on the (+) icon before an "End Path" and choose "Join." This option will only be available if a valid destination exists.
After each touchpoint and at the beginning of each branch will be a delay. The default delay at each point is 1 day, and can be changed by clicking on the delay icon. The delay after a touchpoint can be set as low as one minute, and at other points can be set to proceed immediately.
The Path End denotes where a user’s journey through the orchestration is complete. Each branch within an orchestration has a Path End.
Navigate the canvas
The canvas is where you design an orchestration. As you increase the number of touchpoints and branches on the canvas, the orchestration can grow larger than what can fit into your browser window. There is a canvas navigation palette docked to the right side of the canvas to scale and recenter your canvas to assist in editing efficiently.
Using the navigation palette, you can:
- Reset: Resets the canvas to regular scale (100%) and aligns the orchestration with the top-left corner of the visible canvas
- Re-focus: Center the active step in the canvas
- Zoom In: Increase the zoom percentage of the canvas
- Zoom Out: Decrease the zoom percentage of the canvas.
- Fit All: Scale the canvas to the entire orchestration fit in the visible area