As of March 9th, 2021, a new version of the platform’s marketing automation functionality is available.
What can you do with this release?
You can decide to set conditions whereby a field must dynamically equal the value of a subsequent event. Let’s take an example.
Let’s think about when you offer a coupon to your customers and you want to check its actual usage maybe after a week.
In this situation you assign a custom code to each of them – that is the dynamic field mentioned above – and at the purchase you verify the actual use of that coupon – that is the condition for which the field must be equal to the value of the next event.
This way you can decide to diversify the journey from that point on according to the use of the discount offered. Your contact will then enter one branch rather than another and have an experience designed and planned for him, his preferences and actions.
Another example? You decide to reward top spenders and a month after their second consecutive purchase over 100 euros, you send them a coupon with a discount of 10%. In this case you keep in the second check the purchase value of the first order in a dynamic way.
What it means
Let’s go back to the first example. If until now you could reserve undifferentiated discount codes for your customers and therefore had fewer weapons for the personalization of the journey and the relationship, now you can understand who used the coupon, when, how and where. You can set up follow up activities based on what really happened. You have the ability to better target campaigns and messages but also use that information for other initiatives and business decisions. For example, you can find out your customers’ target stores or optimize the replenishment of popular products.