Behavioral Trigger

The Behavior Trigger Module enhances the marketing automation capabilities of the platform by enabling personalized campaigns based on specific customer behaviors. The module provides the ability to respond to customer actions like abandoned carts, abandoned checkouts, or product browsing with relevant content and offers.

Note: The PRO Subscription is required for the batch variant of this module. Near-real-time processing is available for MMC Enterprise customers.

Key Requirements

Before setting up the Behavior Trigger Module, ensure that:

1. The Customer Data Platform (CDP) is initialized and configured appropriately.

2. You have the necessary CDP credentials (Tenant ID, Event Type ID, and Access Token).

How to Set Up the Behavior Trigger Module?

1. Configure General Settings

Select the type of customer behavior that will activate your automation:

• Behavior Trigger: Choose between:

  • Abandoned Cart: Targets customers who added items to their cart but didn't complete checkout

  • Abandoned Browse: Targets customers who viewed products but didn't add them to cart

  • Abandoned Checkout: Targets customers who started the checkout process but didn't complete the purchase

2. Configure Price Drop Detection (Optional)

Price drop detection is available for abandoned cart and abandoned checkout triggers. When enabled, customers are re-engaged when items in their cart or checkout drop in price, providing a compelling reason to complete their purchase.

3. Set Up Output Delivery Configuration

To ensure trigger data is properly delivered to your CDP:

• CDP Tenant ID: Your organization's unique identifier (found in CDP > Settings > API tokens)

• CDP Event Type ID: The identifier for the type of event (found in CDP > Internal Sources > Raw Sources)

• CDP Access Token: Authentication token for secure data transmission (found in CDP > Settings > API tokens)

4. Configure Optional Filtering Parameters

Item Exclusion Criteria

• Enable Item Exclusion: Toggle to activate the exclusion of certain products

• Item Exclusion Expression: Define which items should be excluded using product criteria

User Inclusion Criteria

• Enable User Inclusion: Toggle to activate user filtering

• User Inclusion Expression: Define specific criteria for which users should be included

5. Set Up Output Ranking Configuration

• Enable Ranking On Item Attribute: Toggle to activate product ranking

• Rank Item Condition: Configure ranking method and options:

  • Method: Choose between 'recent' (time-based) or 'product-attribute' (specific attribute)

  • Product Attribute: Select which product attribute to rank by (when using product-attribute method)

  • Order in descending order: Toggle between ascending or descending order

Near-Real-Time Processing (Enterprise)

For MMC Enterprise customers, a near-real-time variant of the Behavior Trigger Module is available. Instead of running on a daily batch schedule, this variant detects trigger events as they happen and responds immediately, enabling faster follow-up campaigns.

Key configuration for the real-time variant:

• Trigger event delay: Configurable delay (in hours) before a trigger is fired, allowing time for the customer to complete their action

• Event history retention: Number of days of event history to retain for trigger detection

• Data freshness check: Maximum data age validation to ensure only recent events are processed

Functionality of the Behavior Trigger Module

Upon successful setup, the Behavior Trigger Module:

• Monitors customer interactions with your website or application

• Identifies specific behavioral patterns like abandoned carts, abandoned checkouts, or browse sessions

• Detects price drops on items in abandoned carts and checkouts

• Delivers this behavioral data to your CDP for marketing automation

• Enables targeted campaigns based on customer actions

• Optimizes marketing efforts through precise behavior-based segmentation

Common Use Cases

The Behavior Trigger Module supports various marketing automation scenarios, including:

• Cart Abandonment Recovery: Configure a behavior trigger for "abandoned cart" to automatically send personalized emails showing the items left in cart.

• Checkout Abandonment Recovery: Use "abandoned checkout" to target customers who started but didn't finish the checkout process, often with a stronger intent signal than cart abandonment.

• Browse Abandonment Follow-up: Create a behavior trigger for "abandoned browse" to reach out to customers who viewed products but didn't take further action.

• Price Drop Re-engagement: Combine abandoned cart or checkout triggers with price drop detection to notify customers when items they left behind become cheaper.

• Product-Specific Campaigns: Use the item exclusion feature to create targeted campaigns for specific product categories or price points.