Create Server-side Personalization Experience

Overview

MoEngage Personalize helps you to create real-time connected experiences that accelerate conversions. In turn, this aids in connecting your customer needs and your brand experience.

To create a Server-side Personalization experience, navigate to:

Personalize > All Experiences, Click +Experience > Web & App (API).

Step to Create a Server-side Experience

There are three steps to create a new server-side experience

1. Target Users: Specify the audience for your web experience.
2. Content: Specify the variation and personalized content for the selected users.
3. Schedule and goals: Specify a delivery schedule and conversion goals for the experience.

Step 1: Target Users

This section contains the following:

Experience Details

• Experience name - Type the name of the experience to manage and identify it. The experience name must have at least five characters and at most 256.
• Experience tags - Select the experience tags from the drop-down list. Tags help you add context to your experience. For example, you can add ‘onboarding’ as a tag for an experience created for onboarding users to your platform or app. For more information, refer to Tags.
• Experience key - Specify an experience key that will help you uniquely identify the experience. The experience key will be used as part of the API request to fetch server-side experiences. Experience key must have atleast five characters and at most 50. Experience key cannot be updated once the server-side experience is published.

Target Audience

Select +Add Audience to define the target user segment for the Experience.

Defining your Target Audience

You can add multiple audiences (up to ten) to your experience. For example, let’s take the case of a brand that sells skin care products. If a marketer creates the following audience segments, they can personalize the experience for each of these segments.

• Users who have viewed perfumes or have shown an interest in them - the marketer can personalize the App and/or website such that perfumes are shown primarily on the page with mentions of the latest arrivals, discounts, upcoming sales, testimonials, celebrity reviews, etc.
• Users who have clicked on discount offers for skin care products - the marketer can personalize the App and/or website such that offers and discounts on skin care products are shown primarily on the page.
• Users who have shown interest in natural skin care products - the marketer can personalize the App and/or website such that natural and cruelty-free products are shown primarily on the page.

Click on the +Add Audience to get various options to specify the target audience for the experience. You can:

1. Add an existing audience by selecting one of the already added audiences shown in the dropdown. Click Select at the bottom line to add the audience to your experience.
2. Duplicate and edit an existing audience. Select an audience in the dropdown and click Duplicate and Edit at the bottom right corner to modify the details.
3. Add a new audience by clicking + New Audience.

You can specify the following fields in the New Audience pop-up:

1. Audience Name - the unique name that identifies your audience.

2. Segmentation criteria - the segmentation filters that help you define your audience. This section helps you add criteria for the target user selection. For example, if you want to add/delete users who have added items to the cart but have yet to complete the purchase or users who have not received notifications or opened their app in the last ‘x’ days, and so on.

   All Users

   Allows you to send the campaign to all the users of the app. When you use this option, you cannot add multiple filters.

   User Property

   Allows you to target the users based on user property such as first seen, last seen, city, and so on. Select the User Properties and do the following:

   1. Select desired user property and filter conditions.
   2. Provide the filter value/s to create a rule. For more information, refer to Create Segments.

   User Behavior

   Allows you to target the users based on the user’s behavior or event, such as app/site opened, viewed product, and so on. Select the User Behavior and do the following:

   1. Select the execution condition and the desired user activity (event)
   2. Provide event frequency and time duration for the event execution
   3. Add Event attribute with a filter condition
   4. Provide the filter value/s to create a rule. For more information, refer to Create Segments.

   User Affinity

   Affinity Segments are groups of users created based on the user performing an action with a specific attribute value. For more information, refer to User Affinity. Select User Affinity and do the following:

   1. Select the desired user event or attribute.
   2. Select the user affinity parameter from
      • Predominantly Select affinity attribute with a filter condition and provide the affinity values.
      • Minimum of Select affinity attribute with a filter condition and provide the affinity values.
      • Most number of times: Type or use the arrows to provide the top or bottom percentage of users
      • Least number of times: Type or use the arrows to provide the top or bottom percentage of users
   3. Type or use the arrows to provide time duration for the event execution.
   4. Click the Attribute button to add more attributes to the filter.

   Custom Segment

   Select the Custom Segment section, then select the desired custom segment to create a rule. For more information, refer to Custom Segments.

3. In-session attributes - allow you to group visitors based on specific conditions. You can add the following in-session attributes:

   Field	Description
   Query Parameter	The Query Parameter field enables the use of custom key-value pairs to identify and include users in a specific target audience. These key-value pairs act as an additional layer of targeting criteria, supplementing the segmentation rules already defined. For instance: If your app supports content in multiple languages, such as English and Spanish, you can define a key called language_preference with corresponding values: en: To target users who prefer content in English. es: To target users who prefer content in Spanish. By leveraging this field, you can ensure that users are matched to the appropriate audience based on their preferences or attributes, providing them with a more personalized and contextually relevant experience.
   Day of the week	This field lets you segment users based on the day of the week.
   Time of the day	This field lets you segment users based on the hour of the week. You can choose from any of the one-hour slots in a day available in the dropdown.
   Geolocation	This field lets you segment users based on the geolocation from where they visit your App and/or website. You can choose the Country, State/Region, and City where the user is located or exclude a specific Country.
   Device Type	This field lets you segment users based on the device with which they visit your App and/or website. You can include or exclude one or a combination of the following: Mobile, Desktop, or Tablet.

4. Exclude Users - You can exclude users who use certain in-session attributes by clicking Exclude Users and specifying the in-session attributes in the Select attribute dropdown.

5. To personalize using the user’s in-session behavior, click +In-session Behavior and add the event condition - _Has Executed/Has Not Executed_and choose the event in the Select an event dropdown. Note: Only the last ten instances of the selected user action will be considered for targeting In-Session behavior.

6. The Save for later use checkbox is checked by default. This saves the audience added and makes it available for other experiences.

7. Click Add at the bottom right corner of the screen to add the audience.

Step 2: Content

In this step, you can add A/B testing and define the content for each variation that will be returned in response to the API request.

As part of content definition, you can create multiple variations for each audience and control visitor traffic distribution across the variations. For each audience targeted in the experience, you can create upto 5 variations.

Field	Description
Variation	There are two options present by default: 1. Default Variation 2. Variation 1 You can add another variation by clicking the + Variation at the lower left corner of the screen. Note: You can add up to 5 variations for each target audience.
Users (%total)	You can control visitor traffic distribution for each variation in this field.

For each variation, you can define a set of variables and their values that will be returned in the response to the API request. Variables will allow you to modify aspects of the webpage without modifying & deploying the code repeatedly. For example, if you want to update an image URL and the webpage the user gets redirected to, you can turn the image URL and the corresponding webpage address into a variable to allow users to easily make the changes.

Variable types

Each variable must have one of the following data types

• Number
• String
• Boolean
• Float
• JSON

It is recommended to retain the same list of variables for all variations (incl. Default) for an audience.

Personalization of Content

You can personalize the content using User Attributes, User Events, Product Sets, Decision Policies, Content APIs and Content Blocks.

For more information, refer to

• MoEngage Templating Language (JINJA)
• Catalogs
• Content APIs
• Content Block
• Auxiliary Data
• Decision Policies

Do the following:

1. You can personalize your content by pressing @ anywhere within the text area as shown below.

2. Select either Data personalization or Content Block.
3. Click the Data personalization tab and from the drop-down, select one of the following
   1. User Attributes
   2. Select one of the following as for alternate (Fallback) to the personalization:
      • No Fallback
        Choose the option for personalized content. The option results in no alternates when the personalization does not work.
      • Do not send Web Personalization
        Choose the option where if the personalization does not work, Personalized experiences are not delivered.
      • Replace Text
        Type or paste the text used when the personalization does not work.
   3. Product Sets
   4. Content API
      1. Modify the values of the parameters of the Content API.
   5. Content Block

      1. Select the content block to be inserted

      2. You can optionally choose to Insert only the content of the content block.

         When the option is selected

         • Only the content is inserted
         • The content is disconnected from the content block
         • Any content update in the content block is not reflected in the inserted content.
   6. Decision Policies
      1. Select the decision policy to be inserted.
4. Click Done.

Ensure that custom attributes do not have the same names as MoEngage’s standard attributes. If a custom attribute and a standard attribute having the same name are used for personalization, it could result in incorrect personalization.

Step 3: Schedule and goals

In this step, set the scheduling criteria for your experience. You can set the start and end dates and times for your experience.

Conversion Goals

You can add conversion goals to track your business metrics for your experience. You can track up to 5 conversion goals. You can choose any app event as a conversion goal activity and can set more than one conversion goal. The first goal will be treated as a primary goal.

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

1. How many users have viewed the product page?
2. How many of them added that product to the cart?
3. How many of them made a successful order?

Tracking Revenue Performance

With MoEngage, you can very easily track revenue for your campaigns. The Revenue and ROI of the campaigns are available to you. For example, you can answer the question of how much revenue my product made after sending a communication.

While setting the conversion goal, you can choose the goal for which you want to track the Revenue by enabling the ‘Revenue Performance’ toggle. In the example below, to track revenue for _orderSuccessful _events, the ‘Revenue performance’ toggle needs to be enabled.

Revenue Tracking is optional and non-mandatory. You can disable the Revenue performance toggle to disable it. After choosing the goal, you can choose the numeric attribute that captures the order’s total monetary value. In the example below, _cartValue _contains the total order value. You can also choose the currency in which your monetary value is being reported.

Set Attribution window

We also allow you to set an attribution window, i.e., duration, calculated from the time the user received the campaign, for which you want to attribute the conversion goals to a specific campaign. As a default, it is set for 36 hours. Say, for the example above, we set it to 5 hours.

Delivery Controls

This option lets you assign priorities to your experience. You can assign the following Experience priorities: Low, Medium, High, and Critical. If a URL has more than one experience created, the experience with the higher priority is shown to the user.

Click Publish at the bottom right corner of the screen to publish the experience.