Documentation / Product / Features / Experiences / Experience Editor

Experience Editor: Providers and Tactics

When creating a new Experience or adding a Lytics audience to an existing Experience, you will be prompted to select a provider and tactic. Providers are the tools that deliver your Experience, and tactics are the type of Experience that will be delivered.

For Experiences using Facebook, SendGrid, Iterable, Salesforce Marketing Cloud, and Mailchimp, you will configure the tactics on the respective third-party tool. Once an Experience has been configured, you cannot change the provider or tactic.

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Lytics

Use Lytics Experiences to personalize a website with modals. This does not require connecting to another tool. The following tactics are available for Lytics Experiences:

  • Drive Traffic - Increase traffic to a specific URL.
  • Capture Leads - Convert unknown users to known users with a simple lead capture form.
  • Present a Message - Communicate a simple message, such as a global coupon or an announcement.
  • Recommend Content - Use content collections to recommend articles, products, or any other type of content to your users.

These tactics are the same campaign types supported by Lytics Personalize.

Facebook

Use Facebook Experiences to run personalized ads. A published Facebook Experience will create and sync Lytics users to a new custom audience in Facebook which will be available for targeting of an Ad Set. The following tactics are available for Facebook Experiences. The tactic maps directly to the optimization goal of the Ad Set in Facebook:

  • App Installs - Optimize for people more likely to install your app.
  • Brand Awareness - Optimize to reach the most number of users who are likely to spend at least a minimum amount of time on the image or video.
  • Ad Recall Lift - Optimize for people more likely to remember seeing your ads.
  • Engaged Users - Optimize for people more likely to take a particular action in your app.
  • Event Responses - Optimize for people more likely to attend your event.
  • Impressions - Show the ads as many times as possible.
  • Lead Generation - Optimize for people more likely to fill out a lead generation form.
  • Link Clicks - Optimize for people more likely to click on the link of the ad.
  • Offer Claims - Optimize for people more likely to claim the offer.
  • Offsite Conversions - Optimize for people more likely to make a conversion in the site.
  • Page Engagement - Optimize for people more likely to engage with your page.
  • Page Likes - Optimize for people more likely to like your page.
  • Post Engagement - Optimize for people more likely to engage with your post.
  • Reach - Optimize to reach the most unique users each day.
  • Social Impressions - Increase the number of impressions with social context, i.e. with the names of one or more of the user's friends attached to the ad who have already liked the page or installed the app.
  • Video Views - Optimize for people more likely to watch videos.
  • App Downloads - Optimize for app downloads.
  • Landing Page Views - Optimize for page views.

Note: Currently Facebook Experiences events are not recorded at the user level. That is, Lytics Experience reporting can provide the number of users that have been reached by or clicked on an Ad Set, but does not track and collect data on these events at the user level.

SendGrid

Use SendGrid Experiences to send an email campaign to a Lytics audience. The following tactics are available for SendGrid Experiences.

  • Marketing Campaign - Sync a Lytics audience for a one-time email blast.
    • Note: SendGrid recently released changes to their marketing campaigns, and now have a new Marketing Campaigns product. Lytics currently supports importing of the legacy marketing campaigns as Experiences. New Marketing Campaigns may be supported as Experiences in the near future.
  • Transactional Email Templates - Send a transactional email to audience members whenever they enter a segment.

SendGrid user activity events and metrics are collected via a webhook and are available as user fields in the audience builder. See the tutorial step instructions when configuring your SendGrid experience to ensure that the webhook is set up properly.

Iterable

Use Iterable Experiences to send personalized email or mobile campaigns. The following tactics are available for Iterable Experiences.

  • Blast Email - Send an email to a list of users at one time (e.g., a weekly newsletter).
  • Blast Push - Send a mobile push notification to a list of users at one time.
  • Blast SMS - Send a mobile text message to a list of users at one time.
  • Blast In-App - Send a customized notification to a list of users when they open your mobile application.
  • Triggered Email - Send an email after a triggering event has occurred (e.g., an order confirmation).
  • Triggered Push - Send a mobile push notification after a triggering event has occurred.
  • Triggered SMS - Send a mobile text message after a triggering event has occurred.
  • Triggered In-App - Send a customized notification to users in your mobile application after a triggering event has occurred.

Iterable user activity events and metrics are collected via a webhook and are available as user fields in the audience builder. See the tutorial step instructions when configuring your Iterable Experience to ensure that the webhook is set up properly.

Salesforce Marketing Cloud

Use Salesforce Marketing Cloud Experiences to send triggered or blast emails based on user data that has been enriched on Lytics with cross-channel behavior, content affinities, and more. The following tactics are available for Salesforce Marketing Cloud Experiences.

  • Data Extension Journey - Export users to a data extension to send a blast email to users at a scheduled time or on activation of the Journey.
  • API Event Journey - Export users to an API event triggered Journey and send emails as users enter the stage.

User activity events and metrics are collected via an API integration that will automatically run in the background when you import Salesforce Marketing Cloud Experiences. These impression and conversion metrics for Salesforce Marketing Cloud are available as user fields in the audience builder.

Mailchimp

Use Mailchimp Experiences to send personalized email campaigns. The following tactics are available for Mailchimp Experiences.

  • Campaign - Create a campaign to send a blast email to your list subscribers at a specified date and time.
  • Email on Tag Add - Create an automation to send emails to your list subscribers when they are tagged.
  • Email on List Add - Create an automation to send an email to list subscribers when they are added to a list.

User activity events and metrics are collected via an API integration that will automatically run in the background when you import Mailchimp campaigns. These impression and conversion metrics for Mailchimp are available as user fields in the audience builder.

Generic

A Generic Experience can act as a placeholder on the Journey Canvas for an Experience of any integration that is not supported by Orchestrate, or of an Experience of a completely custom implementation using webhooks or inline web personalization. That is, a Generic Experience will produce the audience with all of the targeting rules nested in the Stage and Journey to make the audience mutually exclusive of the other Stages. As such, Generic Experiences should only be used for Experiences included in a Stage of a Journey.

Generic Experiences only support one tactic:

  • Universal Experience - Create a general Experience to be used with any use case or integration supported by the Lytics platform.

Note: Delivery Optimization and Experience reporting is not available for Generic Experiences.