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Kahuna Experiences

Kahuna Experiences

Kahuna Experiences provide an environment for creating and maintaining seamless cross-channel communication automation experiences for your product users. With Experiences, you use touchpoints containing messages that guide your segment along the steps of an event path toward your ultimate goal.

Suppose you want to use cross-channel messaging to guide previous users back to your Kahuna-integrated product. As these users trigger events in your product, you send them a series of messages. These messages guide your users to another event that ultimately leads to a high-value event such as a purchase or subscription.

To create an Experience, open Create > Experience in the left navigation panel. Kahuna Experiences provide a single interface for creating, managing, and measuring Experiences. You can track user behavior along the Experience path with extensive cross-channel metrics.

Kahuna Experiences provide these features:

  • Single access to segment and touchpoint management
  • Display of experience structure
  • Experience metrics
  • Touchpoint metrics
  • Target custom-built user segments
Experience Components

A Kahuna Experience is a series of steps and associated touchpoints for tracking member movement from path step to path step.

These components work in conjunction with one another in a Kahuna Experience:

Kahuna Segments

A Kahuna segment is a subset of members who are related by behavioral, demographic, or social attributes (see Experience 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 Experiences. As you create a Kahuna Experience or Export Users, you first select or create a Kahuna segment.

When you create a Kahuna Experience, you first assign a Kahuna segment to the Experience as a segment. The segment of a Kahuna Experience may gain or lose members, but the customized user segment defined for the segment remains constant throughout the Experience.

In a Kahuna Experience, 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:

Filter Building Block
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
Kahuna Touchpoints

In Kahuna Experience Creator, you create a series of touchpoints that move segment members along the path steps toward the goal.

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 for Kahuna Experience messages. This ensures that Kahuna sends your messages at the precise times you specify in your touchpoints. Rate limiting is observed, however, for Kahuna Campaign messages sent to users who are concurrently receiving Kahuna Experience messages.

 

Create an Experience

The Experience Creator provides the features you need to create Kahuna Experiences.

  • Define or select a segment for your Experience based on behavioral, demographic, and social data collected by your product.
  • Select a goal for your Experience based on high-value events you want to encourage.
  • Form an Experience path that moves your selected segment one step at a time toward your goal by means of automated touchpoints.

The Experience Creator shows the Kahuna Experience path comprising a series of path steps and a series of touchpoints. To access Kahuna Experience Creator, from the Experience List, click Create an Experience. As you add path steps, you associate a series of touchpoints with each path step. When you launch your Experience, the Experience Creator enables each step and associated touchpoints of the Experience path. Over time, you use Kahuna Experience Analyzer to see segment members graduating from step to step along the Experience path, ultimately arriving at the experience goal.

As you plan your cross-channel communications, use Kahuna Experiences to create the segments, goals, paths, and touchpoints that optimize user engagement with your Kahuna-integrated product. To develop a Kahuna Experience, select a segment, select a goal, form a multi-step path, and add touchpoints.

Create a Segment
The Segment Creator allows you to create and manage Kahuna segments.

You define each segment with behavioral or demographic data from your app.

Behavioral data comes from events your app records. For example, your app might record an event whenever a user looks at your online product catalog. From the collected data, you can create selection criteria for online shoppers.

Demographic data comes from user attributes your app records. For example, your app might record gender, age, and geographic location. From the collected data, you can create selection criteria for men between the ages of 25 and 29 who reside in northern California.

You specify your user selections by creating a filter set that contains one or more filters. A filter selects a set of users based on a user attribute or event. The filter compares the attribute or event to a value you supply, and selects the set of users based on the result of the comparison. For example, you can create a filter that selects all users over the age of 21 using the filter age greater than 21.

You can combine multiple filters to build a filter set (see Segment Filters).

You can create a segment only from within a Kahuna Experience.

To create a Kahuna Segment
  1. If you are creating your first Experience, from the Kahuna Experiences welcome page, click the Create New Experience button. If you have already created an Experience, from the Experience List page, click the Create an Experience button. The Select a Segment page opens.
  2. In the title field for this Experience, at the upper left, enter a title that provides information about the Experience. For example, New Users Purchase Discount Subscription.
  3. Click in the Segment name... field, then click New segment below the segment list. The Kahuna Segment Creator page opens.
  4. Enter the first few characters of an attribute or event name in the search box at the top of the data pick list or scroll down the pick list to choose an attribute or event. The Operator pick list appears.
  5. From the Operator pick list, select an operator. The Value entry box appears.
  6. Enter the value, and click Save. To use an operator to compare one attribute or event to another, click Compare to Attribute in the upper right-hand corner of the Value entry box.
  7. To add another filter to the set, select another attribute or event and repeat the previous steps.
  8. Enter a name for your segment, then click Save. For more information about creating filters, see Segments & Filters
Segment Filters

The Segment Creator provides a framework for creating and editing the filters and filter sets that define a segment.

A filter narrows your entire user population based on an attribute or event. Filters are made up of an attribute or event, a value, and an operator that compares the two. For example, suppose you want to select users who have made more than five purchases. You might describe this filter as

Total Items Purchased (Count + Cost) more than 5

The attribute is Total Items Purchased (Count + Cost), the value is 5, and the operator is more than.

As an example of a filter that uses an event, suppose you want to select users who have made 5 or more purchases from your app. You might describe this filter as

purchase count is Greater Than or Equal To 5

The event is purchase, the function is count, the operator is Greater Than or Equal To, and the value is 6.

Create a Filter Comparing an Attribute or Event to a Value

You create filters when you create a new segment in the Segment Creator.

Tip: You can cancel your operation and discard your changes at any time by clicking the Cancel button at the lower right.

To create a filter comparing an attribute or event to a value:
  1. Select an attribute or event from the pick list pane using one of the following options:
    • Click the name in the pick list.
    • Enter the name in the text box at the top of the pick list.
    • Type the first few letters of the name. The pick list automatically changes to display matching attributes and events. Select one of these from the pick list.

      For example, to create the filter age greater than 21, start by finding and selecting the age attribute. the Filter Progress bar appears. This tracks the status of your filter. After you pick an attribute or event, the Filter Progress bar adds a check mark next to Attribute to indicate you have specified an attribute or event. The bar also highlights Operator to indicate you need to add an operator. Below the progress bar, you see your chosen attribute or event. Below that, you see the Operator pick list.

  2. Add an operator from the operator pick list. To select an operator, use one of the following options:
    • Enter the entire operator name in the text box at the top of the pick list.
    • Type the first few letters of the name and let the pick list return suggestions.
    • Choose an operator from the pick list.

     

    For example, to continue creating the filter age greater than 21, find and select the greater than operator.

    Tip: If you want to cancel and discard your work at this point, click Cancel at the lower right.

  3. In the Value entry box, enter the value you want to compare to the attribute using the operator. The Value entry box prompts you to enter a value in a format compatible with your chosen attribute. For example, if you choose a date attribute such as last-messaged-date, the value entry box displays a date picker control.

    To continue creating the filter age greater than 21, enter 21 in the Value entry box.

  4. To save the filter, click Save in the lower right-hand corner of the Value entry box. The filter now appears above the attribute pick list pane.
Create a Filter Comparing one Attribute or Event to Another

You can also create a filter that compares the value of one attribute or event to another. For example, if you collect the birthdays of users in your app, you might target users whose birthdays occurred after the last time they received a campaign message.

Tip: You can cancel your operation and discard your changes at any time by clicking the Cancel button at the lower right.

To create a filter comparing one attribute or event to another:
  1. Select an attribute or event from the Attribute pick list pane using one of the following options:
    • Click the name in the pick list.
    • Enter the name in the text box at the top of the pick list.
    • Type the first few letters of the name. The pick list automatically changes to display matching attributes and events. Select one of these from the pick list.

      For example, to create the filter most recently purchased item is not the most recently viewed item, start by finding and selecting the most_recent_purchase attribute.

  2. Add an operator from the operator pick list. To select an operator, use one of the following options:
    • Enter the entire operator name in the text box at the top of the pick list.
    • Type the first few letters of the name and let the pick list return suggestions.
    • Choose an operator from the pick list.

    For example, to continue creating the filter most_recent_purchase not most_recent_view, find and select the is not one of operator. The Value entry box appears.

    Tip: If you want to cancel and discard your work at this point, click the Cancel button at the lower right.

Tip: The estimated number of members in the segment appears in the Segment Estimator at the lower right. As you add selection criteria, the smaller number reflects the subset of members matching your criteria.

Select a Segment for an Experience
    1. If you are creating your first Experience, from the Kahuna s welcome page, click the Create New Experience button. If you have already created an Experience, from the Experience List page, click the Create an Experience button. The Select a Segment page opens.

    1. In the title field for this Experience, at the upper left, enter a title that provides information about the Experience such as Destination Booked by Recent Visitors.
    2. For a predefined segment, select a segment from the existing segments pick list such as Last Visit less than 3 days ago.
    3. To include users who have already qualified for your selected segment, select the checkbox for Include Prequalified Users. Note the estimated minimum reach for your selected segment, then click Next. The goal selection page opens (see Goals).

  1. To create a new segment, click New segment below the segment list. The segment creation page opens.
  2. In the filter editor, create the new segment by adding behavioral, demographic, or social attributes, then click OK (see Create a Segment). The goal selection page opens.
Select a Goal for an Experience
    1. In the Goal Name field, enter a name for the goal of the Experience such as Last Visit less than 3 days ago.
    2. In the filter editor, define the goal of the Experience by selecting a goal-oriented event such as destination booked occurs. (see Segments & Filters).

    1. To select multiple events for this goal, click Add event and select another event.
    2. Click Next. If your namespace includes the optimal path feature, the Kahuna RevIQ Optimal Path page opens.

Form a Path for an Experience

 

You can leverage the power of RevIQ to form the optimal path for your Kahuna Experience or you can add path steps manually, one step at a time. Optimal Path uses machine learning to determine the most successful path to a qualifying event goal. The optimal path is based on the recent event history of your Kahuna-integrated product. When you select a goal that qualifies for path optimization, the Optimal Path dialog opens and offers to find an optimized path to increase goal completion.

Note: Qualifying events are limited to those without properties that simply occur. Intelligent events are not supported as path steps. For example, an event such as add_to_cart occurs is a qualifying event for a path step; however, an intelligent event such as watched_movie genre Is horror is in top (3) Within last 7 days is not a qualifying event.

 

To form a RevIQ optimal path
  1. Click Leverage Kahuna RevIQ. Kahuna calculates the Optimal Path. This might take more than 60 seconds.
  2. When the Optimal Path appears, add touchpoints to each step of the Optimal Path (see Add Touchpoints to a Path Step).
  3. If Kahuna does not find the Optimal Path, click Create my own steps, and form your Experience path manually.
To form a path manually
  1. Click Create my own steps. The Steps page opens.
  2. Click the Add step button. The step editor opens.
  3. In the event selector dropdown, select a goal-oriented event for the first path step of your Experience (see Segments & Filters).
  4. To select multiple events for this step, click Add event , then select another event.
  5. In the Step name field, enter a name for this path step.
  6. To add multiple steps for this path, click Add step, select events for each step, and name each step.
  7. To configure the settings for the Experience, click the Settings icon, then make the following changes:
    • To set the control group percentage, use the up/down arrows to select a value (see RevIQ).
    • To allow users to repeat the experience, select the Allow segment to re-enter the Experience checkbox.
  8. To change the segment for your Experience, click the Edit Segment icon in the Experience path, then click the Edit Segment icon in the segment editor.
  9. To change the goal for your Experience, click the Edit Goal icon in the Experience path.
  10. Add touchpoints to each path step of this Experience (see Add Touchpoints to a Path Step).
  11. To save your Experience for launch at a later time, click the Save button.
  12. To notify Kahuna Customer Success that your Kahuna Experience is complete and ready to launch, click the Review button next to the Experience title and verify each component of your Experience. The Review page opens.
  13. When your Experience is ready to launch, click the Notify button. The Notify Kahuna dialog appears.
  14. In the Notify Kahuna dialog, notify Kahuna Customer Success about any issues they should review prior to launching your Experience. After reviewing your Experience, Kahuna Customer Success will launch it and contact you by phone or email.
  15. Click Send Notification.
Add Touchpoints to a Path Step

You can add a series of touchpoints to each step in a Kahuna Experience path. These series can be simple or complex, depending on the number of messages, and combinations of communication channels.

To add a touchpoint to a path step
    1. From the Kahuna Experience list page, click the name of a previously created Kahuna Experience. Kahuna Experience Creator opens.

    1. In the Experience path on the left, click the Add Touchpoints button. The touchpoint editor opens.

    1. To set the time delay for this touchpoint, use the up/down arrows to change the number of days, hours, or minutes. The default setting for touchpoints is 1 Day; the default setting for qualifying users as Unresponsive is 7 Days.
    2. In the touchpoint name field, enter a name for your touchpoint, then click the Add Messages button in the new touchpoint at the left. The Message Editor opens.

  1. If you want to create locales for your message, set the Locale Setup toggle to ON and set up your locales. See Locales.
  2. Add a message set for each channel (see Push, Email, SMS, and In-App Messaging).
  3. To optimize your channel mix, set the Channel Optimization toggle to ON, then click Next (see Cross-Channel Optimization).
  4. Select a duration (see Duration).
  5. Set the quiet hours (see Quiet Hours).
  6. Add a message goal (see Goals).
  7. Click Done.
  8. To add another touchpoint, click the Add Touchpoints button, then repeat Steps 3 through 9.
  9. To change the delay before a message, select new delay values in the Days, Hours, or Minutes pick lists.
  10. To connect a touchpoint to any other touchpoint, click the Action ellipsis, select Connect to existing touchpoint, then click the target touchpoint.
  11. Incomplete touchpoints contain a Message uncompleted warning in the series of touchpoints at the left.
  12. To edit an existing touchpoint, click a message icon in the series of touchpoints. The message editor opens.
  13. To delete a touchpoint, in the touchpoint editor, click the X at the right of the touchpoint.
  14. When your series of touchpoints is complete and you want to notify Kahuna Customer Success that your Kahuna Experience is complete and ready to launch, click the Save and Notify button. The Notify Kahuna dialog appears.
  15. In the Notify Kahuna dialog, notify Kahuna Customer Success about any issues they should review prior to launching your Experience. After reviewing your Experience, Kahuna Customer Success will launch it and contact you by phone or email.
  16. Click Send Notification.
Kahuna Experiences Scenario

As you familiarize yourself with Kahuna Experiences, you find that the visual representation of your Experiences helps you to understand better how you are leading your product users toward goals that maximize your revenue and speed your ROI. The following example provides some insight into how basic Experiences can help your to achieve your automated cross-channel communication goals.

Abandoned Cart Scenario

In this scenario, you want to create a Kahuna Experience for each app user who has added a movie to watch to the shopping cart but has not completed the transaction within a given time period. You want the Experience to message abandoned cart users periodically until they watch a movie.

To create this Experience, you first define your segment. In this case, the segment comprises all users who added a movie to their shopping carts. To ensure that all AddedToCart users receive messages to complete the purchase every time they add to cart, click the Settings icon at the top of Experience Creator and select the Allow segment re-enter the Experience checkbox. If you are using RevIQ to distribute the most effective message, set the Control group to an adequate percentage. You do not need to select the checkbox for Include Prequalified Users for this scenario; you are interested only in users who have added to cart after you launch the experience. After you create the AddedToCart segment, click the Next button, then define the Experience goal. In this case, the goal is to watch a movie after abandoning a shopping cart.

After you define the goal of WatchedMovie, you go back and add touchpoints to the segment AddedToCart. Click the Add Touchpoints button, then create a series of three messages that welcome users to the shopping experience and prompt them to watch a movie. Each message is delayed by one day. Each message in your series of touchpoints contains the goal of WatchedMovie.

After the series of touchpoints for the AddedToCart segment is complete, you create a Congratulations response message to send after goal completion. When you save this Experience, you see a simple two-step Experience with one welcome message and two messages prompting to watch a movie in the AddedToCart segment. You also see a single thank you message in the WatchedMovie goal.

As your mobile app users complete this Experience, they return to the Experience as they add items to their shopping carts. This could go on until you disable the Experience or until any conditional logic you added to the event in the Complete Purchase goal no longer returns users to the Experience.

After launch, this Experience waits ten minutes and then messages all app users as they add products to their shopping carts.

When you view the Experience after launch, you can track the segment with the KPIs for each message in each touchpoint.

For example, when you click any of the channel icons of a message, you see how RevIQ has distributed the variants and channels for each message. Click any message variant letter (A-E) for a view of that variant and channel.

You also see graduation and goal achievement data.

When the app user completes the movie selection, the Experience goal is achieved, and the app user completes the Experience.

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