Types of campaigns

Contents

Types of campaigns

Overview

There are a variety of situations in which you may want to know the opinion of the end-users about a particular subject. Depending on the nature of the subject, specially on its temporal characteristics, asking for feedback usually requires different approaches. For instance, you may want to know the reaction of the end-users to a single change in the IT infrastructure and ask them about it only once. In the case of a recurring event, however, it may be appropriate to repeatedly ask end-users for feedback at every occurrence of the event. In other cases, such as when willing to know how end-users perceive the quality of an IT service, it makes sense to continously measure the evolution of the end-user satisfaction.

Three different types of campaings let you adapt the measurement of the end-user experience to these usage patterns:

One-off campaign
Ask for feedback to the end-users only once.
Recurring campaign
Repeatedly ask the end-users for feedback about a matter that happens time and time again.
Continuous Satisfaction Measurement campaign (or continuous campaign for short)
Continously estimate the overall satisfaction of end-users with respect to a particular subject.

Specifying the type of campaign

When creating a campaign, specify its type by setting the two options in the RECIPIENTS section placed just below the investigation that selects the target users of the campaign.

The first option reads:

  • The campaign will be sent to (...)
    • To create either a one-off or a recurring campaign, choose all target users.
      One-off and recurring campaigns notify all the users retrieved by the investigation associated to the campaign when it is evaluated.
    • To create a continuous satisfaction measurement campaign, choose a different sample of target users every day (continuous measurement)
      Only a small fraction of the total target population is actually notified each day. The system computes a sample of the target users from the total set of users retrieved by the associated investigation with the aim of maximizing the representativeness of the sample, while minimizing the annoyance of the end-users (not all users need to answer the campaign).

Because all target users are notified in one-off or recurring campaigns, the second option for these types of campaigns reads:

  • Target users will receive the campaign
    • To create a one-off campaign, select only once from the list.
    • To create a recurring campaign, select again from the list. A second part of the sentence shows up, letting you define the recurring or quiet period; that is, the time between a user answers a campaign and the same user receives a new notification about it:
      • Enter a number followed by a time unit (to choose from a list) as the quiet period.

Because only a sample of the target users receive a notification each day in continuous campaigns and because continuous campaings always define a quiet period, the second option for continuous campaings switches to:

  • Target users can receive the campaign again after
    • Enter a number followed by a time unit (to choose from a list) as the quiet period.

Characteristics of a campaign

Target evaluation and re-evaluation

When you publish a campaign, the campaign executes its associated investigation to retrieve target users for the first time. In the case of a continuous campaign, it additionally computes a sample of the target users from the results of the investigation.

After publication, the set of target users is periodically re-evaluated by executing the investigation again and again (and taking a sample, if the campaign is continuous). The frequency of re-evaluation depends on the type of campaign:

  • For one-off and recurring campaings: 10 minutes.
  • For continuous campaigns: 24 hours.

That is, for one-off and recurring campaigns, re-evaluation happens frequently. For continuous campaigns, it happens once every day. For all types of campaigns, the first evaluation takes place 5 minutes after you click the button to publish the campaign, giving you a margin to retire the campaign in case that you detect last minute errors on it. Re-evaluation occurs then relative to the time of the first evaluation, until the campaign is retired.

Notifying the end-users

An end-user that is retrieved by the investigation associated to a one-off or a recurring campaign, or which is part of the sample of target users selected by a continuous campaign, receives a notification from the campaign:

  • The process of notifying end-users starts 5 minutes after the campaign is published.
  • The notification process stops as soon as the campaign is retired.
  • If the campaign is republished, the notification process restarts straightaway.

Users who are offline (that is, not logged in to a device) when the campaign sends them a notification cannot get the notification immediately. Instead, offline users get the notification depending on the type of campaign:

  • For one-off and recurring campaigns: users receive the notification the next time that they are targeted.
  • For continuous campaigns: users receive the notification as soon as they log in to a device.

Reminder of notifications

An end-user who got a notification from a campaign is reminded to provide the answers to the questions of the campaign with a new notification if:

  • The user did not answer all the questions of the campaign.
  • The user did not decline to participate in the campaign.

Once a user gets a notification from a campaign, the user keeps receiving reminder notifications to finish answering the questions even if that particular user is no longer part of the selected target users (after the re-evaluation of the investigation associated to the campaign). Reminder notifications appear thus in the device of the end-user with the frequency specified in the definition of the campaign until one of the following conditions is met:

  • The user fully answers the campaign.
  • The user declines to participate in the campaign.
  • The campaign is retired.

Reminder notifications work with all types of campaigns and are independent of the quiet period.

Quiet period

The quiet period is a method of recurring and continuous campaigns to avoid bothering users more than is strictly necessary. Because of the repetitive nature of these types of campaigns, users may have to respond to the questions of a campaign more than once. The quiet period defines the minimum time interval between the moment when a user answers all the questions of a campaign and the moment when the same user receives a new notification from the same campaign.

The quiet period of recurring and continuous campaigns is specified in the definition of the campaign.

Effects of retiring and republishing a campaign

When a campaign is retired, it stops evaluating the target users and sending them notifications. If the campaign is republished, it must be emphasized that it is still the same campaign that is relaunched again, which is different from starting anew. The history of the campaign is kept and, in particular, the status of the end-users in relation to the campaign. The effects of republishing a campaign on the end-users depends thus on their status and on the type of campaign:

  • On users who declined to participate
    • Republishing the campaign has no effect on these users, regardless of the type of campaign. They already declined to participate and will never receive notifications from the same campaign.
  • On users who fully answered the campaign
    • For one-off campaigns, republishing has no effect, since the users already answered the campaign and will not receive any more notifications.
    • For recurring and continuous campaigns, users who already answered the campaign may be retargeted again, but always respecting their quiet period.
  • On users who were notified, but neither answered completely nor declined
    • For one-off campaigns, users are retargeted immediately, as long as they are still part of the results of the investigation that retrieves target users. Otherwise, users do not receive reminder notifications right away, but only when they become target users again.
    • For recurrinng and continuous campaigns, users may be retargeted respecting their quiet period, which is enforced in this case even though users did not fully answer the campaign in its previous incarnation. In the same way as in one-off campaigns, until users are not selected again as targets, they do not receive reminder notifications.

To target again users who declined to participate or users that fully answered a one-off campaign, you must create and publish a new campaign.