Building campaigns

Each Customer Data Platform (CDP) campaign consist of the following :

  • A target execution channel (e.g. ESP campaigns, CDP Email, FTP extract, Facebook campaign, etc)

  • Audience, as defined by a set of rules that are evaluated at every run of your campaign

  • Content, the personalized content for each customer included in the campaign, which is the data you want to extract from CDP to either include in your campaign content directly, or leverage for further campaign processing in other execution channels.

  • Destination, the location in the target channel where the campaign output will be sent to.

  • Schedule, which defines the frequency and execution times of your campaign.

We will walk through the creation of an CDP campaign end to end, and for this example, we will create a VIP retention campaign.

To create a campaign in CDP, navigate to the Actions application on the left-hand menu, then click on the “+” button on the top right-hand side of the page:

Campaigns can be organized in folders. You can organize them using operations (create/move/copy/delete) exposed in the listing page UI above:


You can create folders up to three levels.

Campaign creation steps

The creation of an CDP campaign goes through the following steps: Playbook campaigns, Choosing an execution channel, Setup, Audience, Content, Destination and Summary.

This article will cover the first few steps, then you should keep reading the articles under the “Next Steps” section.

The first steps in the setup (Playbook campaigns, Choosing an execution channel) are not editable after you picked them for your campaign, and you cannot go back to those steps. For the 5 remaining steps however, you can always navigate between the steps in the train by clicking “Previous” or “Next” and go back to edit specific steps. You can also navigate through the steps by clicking them on the “train” at the top of the page.

Playbook campaigns

You will be directed to the “Playbook Campaigns” page:

“Playbook Campaigns” are pre-populated to provide a quick start to your campaigns : they pre-define the audience selection rules and the personalized content for your campaign.

Once you add the execution channel and schedule to a campaign built off of a playbook, that campaign is ready for execution. You can modify the audience selection criteria and the personalized content selection further in each campaign that is built on a playbook.

To create a campaign from scratch, use the “Go Wild!” playbook instead, and you will get a clean slate to work with (no audience pre-selected, no content pre-selected).

Picking an execution channel

If you want to create a campaign from scratch, just select the “Go Wild !” card in the “Playbook Campaigns” screen, then select the execution channel in the next screen. The execution channel will determine the subsequent steps in creation of a campaign, shown as train steps in next section. The execution channel should generally not be changed later, because it impacts what content can be sent to the channel, as well as which connector to use, so pick carefully.

If you need to change the channel for a campaign, you can do so via the contextual menu on the listing page (this is a BETA feature for now). Please review carefully all details of the campaign afterwards to make sure it’s what you need (especially if the campaign is scheduled, if you do not review it you risk running the campaign on a new configuration that will not work for you) :

Setup step

Now, provide a name and description (optional) for your campaign. You can also see the folder in which it will be saved in the CDP application :

Next steps

Once your campaign has this basic configuration, the next step is to select an audience to send that campaign to. Continue reading the following article to learn more : Selecting audience