Optimisation Types

There are two types to select from:

Campaign Level Priority (standard)

The Campaign Level Priority (standard) allows you to rank the campaigns, with 1 being the most important. You would typically use this approach when there is a business logic to the importance of each campaign, as illustrated below:

Added in Q4 2019 - URN ordering variable as part of Campaign Optimisation

A variable can now be specified to score all URNs in your optimised campaigns. When a campaign has more URNs available to it than its constraint would allow, we now order the URNs and take those that score highest. This allows us to not only prioritise campaigns with common audiences, but prioritise the URNs that are allocated to those campaigns.

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Added in Q4 2019 - Choose if high/low is best for fixed priority Optimisation

When using a fixed priority optimisation, users now have the option to choose whether a higher or lower value signifies a more important campaign.

Individual Level Score (advanced)

The Individual Level Score (advanced) is used in cases where the importance of a campaign depends on who the recipient is. In this case, a variable is used to score the suitability of each campaign for each individual. For example, the relevance of the campaigns below depends on an individual’s preferences. PWE* models could be made to score how likely each person is to go to each event, and these are used to specify the criteria for the optimisation.

The audience selections for each campaign would probably express non-event specific criteria. The optimisation task then decides which campaign individuals receive.

Planned Criteria vs Live Criteria

The Plan and Live views can be toggled using the control on the optimisation screen.

Swapping between these views only affects the area level optimisation information, and does not change the status of the campaigns or areas being viewed within

Setting Priorities on Live Campaigns

Behind the scenes, only the area needs to be published to save the priorities. However, the first time that Optimisation is turned on for an area, all previously published campaigns need to be re-published once for the optimisation process to become aware of them. This means that the first Publish of the priorities takes some time. After re-publishing once, you can make any subsequent changes to their priorities without further re-publishes to the individual campaigns but, instead, via a much quicker area level publish.

Setting Criteria on Plan Campaigns

It is possible to prioritise campaigns while they are still in Plan. In this case, clicking “Publish” simply saves the priority value; it does not actually publish the campaign to Live. Records are not reserved for campaigns in Plan since they are not yet actually running.

The campaign can optionally be published at this point, so that it joins the optimisation process.

Added in Q4 2019 - Handling of deactivated Campaigns

Deactivated campaigns are now clearly marked on the strategies view and the publish dialog. They are now forcibly deselected when planning optimisation and can’t be selected as part of the Publish step.

 

Added in Q2 2019