Adding precision to the flow of your ClickDimensions campaign automations has never been easier thanks to the decision node. The decision node is used in campaign automations to determine which path a participant will go down based on specified criteria. In the example below, the criteria is the prospect or customer’s region of the country.

Let’s explore the versatility of this feature:

1. Create paths based on submitted forms or email interactions. Following a campaign automation Email Interaction or Form Submission trigger, you can specify the criteria met within the interaction between either the form or email used previously in the campaign automation. For example, if the participant chose “Yes” to indicate their interest in attending an event in the form they submitted, you can send them to a following series containing actions and timer steps relevant to attending the event. Those who designate a different answer, such as “Maybe” or “No”, in the form can enter the correlating series of the answer that they specified, which helps you focus your marketing efforts and customize communications.

2. Create paths based on lead or contact record field values. Not only can we reference posted field values or interactions with email links in forms and emails used within the campaign automation, we can also set criteria within the lead or contact record’s fields to reference. You may use custom fields for this. Just be sure to publish metadata within your ClickDimensions settings first!

Typically, the participant should only be able to enter one series at a time immediately following a trigger. Keep this in mind as you specify the clauses for each series; i.e. if the participant does not qualify for Series A, then the participant should be able to qualify for Series B.

3. The decision node is not necessarily determining a “positive” nor “negative” path; it is designed for precision. The campaign automation builder already uses a positive or negative path (the red and green paths coming forth from the internal trigger, as pictured below). The decision node is designed to determine how to follow up with a participant after they have completed or not completed a trigger.

4. The Group AND and Group OR functionality is similar to CRM. If you are already familiar with this grouping organization for CRM queries, this might look familiar. You can use the Group AND or Group OR settings to further pinpoint who may enter a series. Simply check off the steps and choose which grouping organization you would like to incorporate for the selected clauses.

The decision node is just one of the many features included within the campaign automation builder that makes it such a versatile and powerful tool to contribute to your marketing automation. Use it to take your campaign automation to the next level!