Understanding the impact of marketing pressure rules and volume constraints on your campaigns

When you optimize a group of campaigns and define Fatigue Management rules, Splio AI will switch a few people around in order to assign them to the best campaign. Therefore, this will impact the volume of your different campaigns.

👉 So, when optimizing, you can choose the audience selection strategy for each campaign (output).

The output defines the rule that will be applied when an individual has been excluded from a campaign due to the Fatigue Management rules.

Two output options are available : Best Audience (default) or Fixed Volume .

Optimizing your campaign audience with the Best Audience option

If you choose the Best Audience option, excluded individuals will not be replaced, and the final audience volume may be lower.

By choosing this option, the platform:

will not search for individuals beyond the rank you have selected.
may assign certain contacts to other campaigns when the predictive model has deemed that they are more likely to buy.

Guaranteeing the audience volume initially configured on your campaigns with the Fixed Volume option

👉 If you choose the Fixed volume option, the excluded individuals will be replaced by individuals with a lower score, and therefore a lower purchase probability.

There will therefore be no change in the number of contacts who will receive the campaign when the Fatigue Management rules are applied.

This option allows you to force a volume that will always be followed, at the expense of campaign performance.

Unfortunately, some of these 180,978 contacts, with a high probability of purchase, were allocated to other campaigns.

To follow the requested volume, the platform had to look beyond the volume initially chosen to find other people with a high probability of buying. The platform displays the ranking of the last contact selected.

Finding out the impact on the potential of your campaigns

Depending on the context, you can therefore choose one of the two output options, keeping in mind their impact on your campaigns.

For the campaigns that use Fixed Volume criteria, we might have to look for contacts with the next highest level of probability to buy, in order to reach the volume we have selected.
For the campaigns that use Best Audience criteria, we might reach fewer contacts, in order to reach the people that have the highest probability to buy.

Both options have an impact on the campaign's potential. You can measure this impact directly from the campaign card in the calendar or from the campaign details.

It is symbolized by an arrow. The percentage displayed next to it shows the difference between the campaign's potential without any Fatigue Management and the potential after applying Fatigue Management rules.

If you want to know more about campaign optimization, you can read this guide.

🌐 Avoid overwhelming your database by managing marketing pressure with our blog article!