Have you ever visited a big online store and felt like the products they offered were handpicked just for you?
These websites use powerful AI-based product recommendation frameworks that take your behavior and preferences (and those of similar users) into account and use that data to determine which products are most likely to spark your interest.
This means that these websites morph with each user, taking the concept of personalization to a new level.
This might sound like an advanced technology available only to the largest players, but your store can have these advanced capabilities as well! Meet edrone's Marketing Machine.
In this article, we will show you what the Marketing Machine is and how to set it up on your website. Click on the links below to jump straight to what you need, or just keep reading to know all about it.
What is edrone's Marketing Machine
In a few words, the Marketing Machine is an AI-powered on-site product recommendation framework. Click here to see some real world examples.
It works like this: edrone’s system monitors each visitor entering your website and registers what products they view, add to cart and eventually purchase in order to understand their shopping behavior and interests. Then, using this data and comparing it with clients that showed similar behaviors and interests, our algorithm is able to determine the best product recommendations it can make in order to maximize the probability of making a sale.
The visitors builds their shopping profiles with each click, and the more they interact with your website, the more information our algorithm has to work with. And since it runs on Machine Learning, it improves performance with each recommendation!
Thanks to the principle of Segment-of-One Marketing, your site will have as many versions as there are visitors, and your on-site conversion rates will skyrocket.
Let's learn how to set it up!
How to set up the Marketing Machine
To begin, log into your Mission Control and go to ONSITE > MARKETING MACHINE. The first page will show you a few examples of what the Marketing Machine can do and how it might look like on a website.
Before we continue, it is worth mentioning that there are two main approaches to setting up your Marketing Machine:
1. Category groups → Generic recommendations → Specific recommendations
This option allows you to "pre-filter" by category group before showing specific product recommendations. For example, let's say you have a clothes store. When a user visits your website, you might show your main product categories groups (e.g. "women's clothes", "men's clothes" and "children's clothes"). Depending on which category the user selects, your Marketing Machine frames will then start showing different product recommendations.
2. Generic recommendations → Specific recommendations
Instead of "pre-filtering" by category, you start from scratch showing generic product recommendations (such as "bestsellers", "new products" or "on sale"), and from there the system will begin to learn about the user's behaviors and interests and then start making increasingly better recommendations.
"Marketing Machine" will be occasionally abbreviated as "MM" throughout this article.
Click on the ADJUST button to start choosing your settings.
Step 1: Adjust
Here you will determine your Category Groups. This is should be done if you wish to take the first approach, "pre-filtering" by category group.
You can "bundle" as many product categories as you want in a single Category Group, just make sure they are somehow related to each other (e.g. a "children's clothes" group could include "children's pants", "children's shirts" and "children's shoes" categories).
To continue, click on the CROSS SELLING CATEGORIES button.
Step 2: Cross Selling Categories
This is also an optional step, and should be done if you wish to use a cross-selling recommendation method. In this case, you will need to determine which categories you would like to cross-sell with others.
For example, if you have an online hardware store and someone adds a nail-gun to their cart, you might want to offer nails, plywood or protective equipment.
You will need to create Category Sets, which should contain one or more categories (similarly as was done in Step 1, but they don't need to be the same categories) that will trigger your Cross Selling Categories. These will also be created in a similar way, with the important difference that you will be required to set up a trigger Category Set. So using the hardware store example, we might have:
Category Set: "Nail Gun" category
Cross Selling Categories: "Nails" category + "Plywood" category + "PPE" category, triggered by the "Nail Gun" category set.
Click on the SAVE button every time you set up a Category Set or a Cross Selling Category. You will determine Cross Selling as a recommendation method on the next step. Click on the Design tab to continue.
Step 3: Design
This is where you will determine all parameters related to how the Marketing Machine will actually be presented on your website. Take a deep breath, because there are a lot of decisions to be made here!
Click on the button with a green "plus" sign in the middle to create your first Marketing Machine frame, and then click on the Settings tab.
Here you will determine your container's general parameters:
Frame Name: give your container a recognizable name. This is the name that will appear on your Google Analytics reports.
Page Type: determine where on your website you want the MM frame to be displayed. On the drop-down menu you will be able to choose from: homepage, product, category, 404 error, basket (checkout), or other.
Container: where in the page you would like to insert the MM frame. For example, if you want to insert it inside an HTML element called
<div class="mainpage-static">...</div>, you should inform ".mainpage-static" as your container.
Child Node: here you will determine where your frame will be placed within the Container (inheriting styles).
Display Product Price / Title / Image / Button / Group Title: check the boxes to show or hide each of these parameters.
Trim Product Title: check this box if you'd like to keep your product names in only one line, trimming the end with a "..."
Product Button Text: text displayed on the product button.
Product Button Type: choose what action the button will generate (Product View or Emit event). "Product View" is the default and will take the user to the product page. If you select the "Emit event" option, you will need to add custom code.
Display Product Button:
Currency on left:
Use in pop-up: check this box if you wish to use this frame inside a pop-up. Click here for more information about Pop-ups.
Use uppercase in products title: check this box if you wish to use uppercase in your product titles
Display promotional price: check this box if you wish to show promotional prices and choose where you want the promotional price to appear (above, below, on-left or on-right).
Product Frame Type: choose between "standard" (all products are displayed on the page) or "carousel" (products are displayed in one line and the user navigates them using left and right pointing arrows). The number of visible products is determined in "Products responsiveness".
Frame Type Arrow: choose between standard, top-right or top-left
Display Reason Type Label: additional labels that are applied on top of the product image. You are able to determine the label type (e.g. newest products, bestseller, promotion) and add the text you want to display on the label.
Groups responsiveness: the number of product groups displayed according to screen sizes.
Products responsiveness: the number of products displayed according to screen sizes.
Headers: here you will determine headers for each type of frame (group /
Fallback unfiltered product... / Bestseller / Collaborative filtering / Basket analysis / Newest products / Recently viewed / Recently added to cart but not ordered / Complementary products / Promotion).
Font parameters: Here you can choose from a list of font families.
Once you're done, click on the Live settings tab to continue.
Here, you will determine exactly which products will be recommended, and by which method. All changes are applied in real time and take around 15 minutes to update.
Recommendation types: select the method your frame will use to recommend products. You can choose as many as you want, but bear in mind that the order matters, so they will be ranked from highest to lowest priority. There are eight Recommendation types to choose from:
Collaborative Filtering: displays product recommendations based on the actions (viewed products / added to cart / ordered) of previous customers with similar behaviors.
Market Basket Analysis: displays products frequently bought with the product the user is viewing. This analysis takes into account orders made over the previous 60 days.
Preferred Category: displays products from a given category.
Complementary Products: displays complementary products. In order to use this recommendation type, you will need to create a product feed informing which products are complementary to each other.
Bestsellers: displays the most sold products of the previous 7 days.
New Products: displays the most recent additions to the product feed. Please note that this does not expire, it will only be updated when new products are added to the feed.
Abandoned Products: displays products the user has added to cart but has not finished purchasing.
Viewed Recently: displays products the user has recently viewed.
Don't use category groups: check this option if you do not want to display a breakdown of the category groups in the frame.
Up Selling: check this box to display products from the same category the customer is currently on. Click here to learn more about up-selling.
Use only last category: check this option when you want to use only the last category in up-selling. For example, if this option is checked and we have a category hierarchy of men's clothes → shirts → short sleeve shirts, only products from the short sleeve shirts category will be displayed on the frame.
Cross Selling: here you will be able to choose from a set created on Step 2.
On sale: here you can choose to display products currently on sale according to four conditions:
All product not filter out if actual price is absent: displays products even if they have no price (e.g. in case you have not uploaded your feed yet).
Only product with any price: displays only products which have a price (discounted, not discounted, all).
Only product with price discount: displays only products with a discount.
Only product with price regular displays only products with regular prices.
Blacklist: excludes a product set (created in step 2) from the recommendations. Please note that blacklisting applies to all MM frames on your website, not to a specific frame.
Price Range: displays only products from a given price range. This is specially useful when you want to promote more expensive products.
Data Range: the date range from which actions will be taken to calculate matching products. It is also possible to leave this option blank ("no scope").
Product view: for example, if we select "3 days", the frame will recommend products similar to those that the customer has viewed in the last 3 days.
Add to cart: for example, if we select "2 weeks", the frame will recommend products similar to those that the customer has added to cart over the last 2 weeks.
Order: for example, if we select "1 month", the frame will recommend products similar to those that the customer has ordered over the last month.
Once you're happy with your settings, click on the Rules tab.
This section works much the same way as the rules in Pop-ups or Web Layers.
Here you have the ability to setup when your MM frame will be displayed according to several conditions:
URL address: you can determine on which of your website's page or pages you would like your MM frame to appear.
Screen size: in this rule, you can choose to show or hide your MM frame based on your customer's screen size, effectively segmenting by device: Desktop (≥1000 px); Tablet (≥576 and ≤1000 px); or Smartphone (≤576 px).
User subscription status: using this rule you will determine if you'd like to show or hide your MM frame to users who are or aren't subscribed to your newsletter.
HTML Element: allows you to display your MM frame whenever a specific HTML element is present on a given webpage. Just paste the element on the text field.
Based on the date: choose whether you want your MM frame to be displayed starting from or ending on a specific date, or during a specific period of time.
Homepage: this rule allows you to display the MM frame only on your homepage instead of your whole website. Just choose "Homepage → is → yoursite.com"
To continue, open the Template tab.
Here you can choose from a pre-made template, or from one of the templates you will create on the next steps.
To continue, click on the Group Creator tab.
Here, you will determine how the category groups you created on Step 1 will be presented on your MM frame. You are able to change colors, sizes, fonts, and much more. After you're done, you can also save it as a template for later use.
To continue, click on the Product Creator tab.
Here you can determine how you want your products to be presented on your MM frame. You are able to change colors, sizes, fonts, and much more. After you're done, you can also save it as a template for later use.
To continue, click on the Preview tab.
Here, you will be able to see a preview of your Marketing Machine frame. When you're happy with the results, there's nothing else you need to. Just make sure your MM frame is active, and then regularly check its performance on the Reports section.
Step 4: Reports
Marketing Machine's reports require integration with Google Analytics. You are able to see metrics pulled from your Google Analytics on the REPORTS section.
Apart from this, you can also see more detailed information, such as revenue and orders attributed to the Marketing Machine, inside the General Overview Dashboard.
Need more help?
If you have any further questions about the Marketing Machine, please do not hesitate to contact us at email@example.com