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Odyssey Overview

Odyssey – Omeda’s Marketing Automation Platform

Marketing Automation (MA) is a core business requirement across all of our customers, but most have unique needs when it comes to execution. We set out not to integrate with an infinite number of providers, but to work with the core companies most likely to help you drive your message forward in your efforts to grow audience and monetize data. This approach has led to an initially smaller number of integrations, but will hopefully concentrate on your core channels across social, display, and on-site (with lots more to come).

One important item to note – the Odyssey MA platform is built on top of our existing Email Builder (Omail) product, meaning all of your sending IP’s/Domains and reporting are still being driven by the same core infrastructure that have supported your ESP needs for years. There are no plans to sunset Email Builder (Omail) as it still plays a key role in a more operationally-driven, volume-based email sending capacity. The vision is that while Email Builder is used for the one-to-one efforts with lighter automation/splits, Odyssey is where marketers will start building out more significant, ongoing voyages to speak to their audiences in ways not previously possible. So let’s get started!

The Basics:

Odyssey is listed under the “activate” channel in the top header and is available at no additional cost to our customers. You’ll still need to be a customer of the particular channel (such as email) or for the space that you buy (through Facebook Ads Manager), but there isn’t an up-charge for Odyssey. Once you login, you can search existing voyages based on template, date range, status, or by keyword in the voyage name.

To start a new voyage, click on “create new” in the top left-hand corner which will let you select from a starter template, or from a blank canvas. Once you’ve created your own voyages that you really like, you can save these and make them available on this screen moving forward (a great timesaver!).

If you select a starter template it will preload certain elements as part of a preset voyage. If you select a blank canvas you’ll need to drag different elements onto the canvas to get started.

Toolbox Elements:

Source Elements

  • Audience – Select the starting audience of your voyage with two primary options:
    • Continuous Audience – Set the frequency between 1X (weekly) to 7X (daily) and select a saved Audience Builder (OnQ) query. This voyage will run at that interval for anyone new to the query on a recurring basis, as specified. Great for welcome series, re-engagement campaigns, and lead gen.
    • Static List – Select an Audience Builder query, an internal file, or an external file for single use. Great for one-off promotions that have a singular start and end point.

Channel Elements

  • Email – Dropping the Email element onto your canvas allows you to deploy an email send
    • Deployment Type – Select the appropriate deployment type for the content that you are sending.  The unsubscribe link merge variable will populate with this deployment type and optouts are stored accordingly.  Odyssey will allow you to select a different deployment type for any of the subsequent sends in your journey.  If utilizing this functionality, please note that your original audience list query should contain those suppressions to avoid customers dropping from the sends.
    • Subject – This is a required field, but will be pre-populated from the Omail default settings.
    • From – This is a required field, but will be pre-populated from the Omail default settings.
    • Mailbox – This is a required field, but will be pre-populated from the Omail default settings.  This is the verbiage that appears before the sending domain.
    • HTML
      • Use the icon in the top left to fetch content from a static URL
      • Use the Expand icon on the top right to obtain a larger view of the html.  You can enter content in one of 3 ways
        • Get from URL
        • Upload Content
        • Cut/paste
        • Designer – This tool allows you to create emails within Odyssey. Read how to use it here.
      • The Source icon will allow you to flip between html code and the WYSIWYG editor
      • You must hit the Apply or Apply and Close buttons to save
    • Plain Text
      • Use the icon in the top left to auto-generate the text version
      • Use the Expand icon on the top right to obtain a larger view of the text content box.  You can enter content here in one of 3 ways
        • Get from URL
        • Upload Content
        • Cut/paste
      • You must hit the Apply or Apply and Close buttons to save
    • Testers & Seeds
      • Select the gear in the top right to open the text box for entering Testers & Seeds
      • The user will automatically be included as a seed and test name. Enter all other desired seednames.  If the seedname should also be a Tester, be certain to check the Add Tester box.
      • Click Apply to save this data
    • After sending an email you can target different messages based on the behavior taken, this is a multi-choice field and multiple elements can be driven by the same action
      • Opened + Clicked
      • Opened + Not Clicked
      • Opened + Clicked plus Opened + Not Clicked – it is a multi-choice option where you can select all opener, regardless of click activity
      • Not Opened
  • Personalization – Target your audience as they browse your website(s) via popup modals or inline targeting.
    • Within Odyssey, the Personalization tab has a handful of categories listed, but those will be autofilled once you build or select your Personalization. You have to select or build the personalization within the Personalization page by selecting “Setup Personalization.” This will prompt you to save the Odyssey voyage before leaving the page to reroute to the Personalization builder.
            
    • To learn more about setting up a Personalization, visit our Personalization page.
    • Once you are finished building your Personalization, save the message and then click on “BACK TO ODYSSEY VOYAGE [NAME OF VOYAGE]”
    • The details will now be autofilled in your Personalization details in the voyage.
  • Metering – Odyssey will be able to integrate the Metering tool into voyages. This element will function similarly to Personalization, where Customer IDs that are pushed to the metering element get appended to the Odyssey Audience that is assigned to the meter. The meters will have to be set up ahead of time within the Metering tool before being designated to voyages. More information on Metering can be found here.
    • Metering is similar to Personalization because you will be rerouted to build or choose the Meter within that tool’s page. When you select “Manage Meters,” you will again be prompted to save your voyage before leaving the page to the Metering builder.
    • To learn more about setting up your Meters, visit our Metering page.
    • Once you are finished building your Meter series or have selected an existing, save the message and make sure it is in testing mode. Then click on “BACK TO ODYSSEY VOYAGE [NAME OF VOYAGE]”
    • On the Metering details panel, you can then choose which Olytics Site and Meter you want for this point in your voyage. You can also test any of the Meter steps that you have.

Timing

  • Schedule – Select the date and time for the next element in the voyage to occur. If running a continuous voyage, this will be the same time of day for each day selected. You can also select to “send now” – the send will begin as soon as the Schedule function is complete.

    • End Date/Time – The Schedule element allows you to designate when you would like to end your voyage. You can select a specific date and time for terminating your voyage. You have two options for how you’d like to stop your voyage:

      • Graceful – No new customers will enter a voyage at the designated date, but existing customers will continue the voyage until they reach the end.
      • Immediate Stop – No new customers will enter a voyage at the designated date, and existing customers on the voyage will stop where they are.
  • Wait – This give you an option to set filters and conditions to the target audience if your Voyage contains multiple steps
    • Before sending an email, you can set a “wait” element which lets you delay the next action from taking place. It can be delayed based on three different triggered conditions:
      • On Send – everyone will move in a single group based on how long you set the wait delay
      • On Open – since the open can occur long after the send you can set an “expiration” on the trigger
      • On Click – since the click can occur long after the send you can set an “expiration” on the trigger
    • Here is a sample voyage showing that upon sending the email it will wait five hours to filter, then the recipient will either receive an email, facebook ad, or on-site popup modal depending on what they did with the first email they received. The length of the wait time can be set anywhere from a few minutes to 30 days.
  • Stop – The Stop element is a visual representation that the voyage will end and no further action on the audience will occur.

Pathing

  • Split – The Split element will randomly assign the audience into two or more different paths depending on the percentage designated to each path. For example, you can choose 50% of your audience to go down one route and 50% of your audience to go down the other.
    • To set it up, make sure you have two different elements coming off the split. You can then click on the Split element to change the percentages if you’d like. By changing the top one, the tool will auto-populate the bottom percentage for the remainder.
           
    • You can also split by more than two elements. Again, the program will require the different splits to sum up to 100 percent. You can also click directly on the arrow arm to change the split percentage.

Modifiers

  • Filter – The Filter element allows users to set up criteria that the voyage passengers have to meet upon reaching this element within the voyage. If they meet the criteria, then the filter will route them in one direction of the voyage whereas if they don’t meet the criteria, they will head in a different direction. This element is incredibly helpful because it allows users to essentially add behaviors and queries to the voyage that will determine which way the passenger will head.
    • When selecting your audience for your filter, you have two options.
      • Option 1 is to select an existing query from the “Select Saved Criteria” bar. This will open a list of all your saved queries to choose from:

      • Option 2 is to click on “Select Filter Criteria.” This will create a pop-in window of the Audience Builder platform within your voyage so you can edit any query or build a new one in order to have the exact query you’d like for your filter. Edit or build your query just as you would in Audience Builder. For more information on how to do so, go to our Audience Builder overview page.

    • Once you have either chosen or built the query you want, it will appear in the white bar with the query name.
  • Export – This element allows users to export a list of audience members at any point in the voyage (following the Wait element). This can be helpful if you wish to export certain audience behaviors that occurred during the voyage for lead generation or integrations with client CRM’s. There are quite a few fields to fill out for this element that are broken down into different categories.
    • File Details – This will show the file name as well as give you the option to modify what the output file will look like or contain. If you click on “Select/Create Output Criteria,” a pop-in window will appear that has options for what the file will contain. You can learn more about what each of these output options mean here.

    • Output Details – This section designates where you would like the file output to be sent.
      • File delivery method – There are two options, which you can choose either or both:
        • Email the List: The list of audience members at the point in the voyage where the Export element is placed will be emailed to a designated group of emails that were provided when setting up the voyage.
        • FTP/SFTP Location: The list of audience members at the point in the voyage where the Export element is placed will be dropped as a file to an SFTP location.
      • File name: Name the file to be sent – make sure you follow the criteria outlined by the “i” icon
      • Append Date to File: This will attach the date to your file name as well so you know when it is from
      • Recipient email(s): If you select “Add another,” an additional white box will appear to input another email address
      • FTP/SFTP Location: The location of your secure file sharing location. Make sure the protocol is supported by checking with the criteria listed in the “i” icon
      • User Name and Password: The login information to this file sharing location
    • Timing Details – This section is for choosing the frequency and timing of when the list will be sent to either the FTP/SFTP location or email addresses.
  • Pathfinder – The Pathfinder element is one that takes the Odyssey voyage to then use within Audience Builder. The path must be given a specific name to link to Audience Builder. Wherever the element is placed on the voyage, all passengers who pass through that element will be gathered into a query that will then appear in Audience Builder under the specific voyage and path name. The list will be comprised of the customer IDs of voyagers along the path. The only setup requirement is placing a Wait element before the Pathfinder element and naming the path (changing “Pathfinder 1” to whatever you’d like). Once that is done, the list will automatically be sent to Audience Builder when instructed to.
     

Marketplace

  • Facebook– Send your audience directly into Facebook Ads Manager (or Business Manager) to target directly with ads on Facebook and/or Instagram using custom audiences.
  • AdRoll – This programatic option gives you the chance to target your known audience across additional extension networks through your own AdRoll account.
  • Google Ads Manager – Target your audience with display ads through Google Ad Manager (previously DFP). The set up is the same as the integration – it sends a key/value pair to DFP and assigns that key/value pair to the Customers from the Odyssey Audience Builder selection.

Additional Element/Voyage Functionality:

  • Clone/Delete an element: To clone (duplicate) or delete an element once it is on your canvas, simply right click and select ‘Clone’ or ‘Delete’ from the dropdown.
  • Pause an element: If an element within a Voyage has been paused, an alert will be visible on the search screen to inform you that not all elements are running.
  • Archive your Voyage: Older or non-used Voyages can be archived in order to keep them from the general search results.
  • Edit email content: For Static Voyages, you can continue to edit email content even after the Voyage has started.

Coming Soon:

  • SMS Text – An integration with a SMS market leader will let you send one-off text messages as part of a voyage
  • Telemarketing – Adding a phone call through a 3rd party telemarketing firm provides a high-touch option for higher-value products and conversions
  • Print On Demand – The ability to mail a customized direct mail piece can help close conversions on longer sales cycles

Sample Voyage:

Odyssey voyages are only limited by your creativity and the amount of marketing materials that you have at your fingertips. Below is a sample voyage, but we encourage you to build your own and send your favorites to ClientSuccess@omeda.com.

 

Saving and Scheduling:

Once you have completed the setup of your Voyage (all elements are flagged with the green check),  follow these steps to Test and Activate:

  • Click ‘Create’ – A popup will appear where you can enter the Voyage Detail information.
    • Voyage Name – this must be a unique name
    • Description – not required, verbiage that is entered here is not currently viewable when the voyage is reopened
  • The ‘Create’ process will run in the background.
    • if successful, the voyage will now be in a “Published” status.  This may take a few minutes to complete.
    • if not successful, error messages will be presented (in the UI and also sent to you in an email)
  • Return to Search to view the status.
  • Once in the Published status, you can reopen your Voyage in order to send tests for any of the Email elements.  Click on the Email icon(s) and scroll to the bottom of the right hand panel.  You will see the testing options.
  • You are able to make any needed edits to content and the Voyage flow.
  • Save for Later – click this option after your edits if you are not ready to schedule the Voyage
  • Schedule – click this option to place the Voyage into the sending queue.
    • Note:  please verify the date and time in the Schedule element(s) prior to selecting this.  The Schedule link does not present an opportunity to review the scheduled time.
  • Export your Odyssey Canvas to a PDF file for easy printing and sharing.

Graceful Shutdown:

  • Within each Voyage you also have the ability to select an Audience segment that you no longer want to participate.  Your Voyage can continue for those that are already in it, but new people within the designated audience can be left off. This graceful shutdown allows you to target Audience segments in a new way in a separate Voyage while neatly wrapping up those who are currently in progress.

Sample Use Cases:

  • Welcome Series – Target new users to your audience database with a gradual introduction to other products and services
  • Reengagement Campaign – Target names that have stopped responding to emails or telemarketing via other channels like social, display, or on-site targeting
  • Renewal/Requals for Paid Expires – Coordinate and automate your efforts across multiple channels
  • Cross-Promotions – Automatically deploy additional campaigns when audience members fall into the right combo of products, demographics, and behaviors
  • Lead Generation for Advertisers – Enhance your advertiser’s lead funnel with automated efforts to their target audience

Future

Long-term, we’ll continue to add enhancements and additional channels.

Last Updated On May 03, 2019
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