CitiSignal - Family Account Optimization Campaign

Audience: Marketers, Solution Architects, Developers.

Environment Details:

CitiSignal Family Account Optimisation Campaign John has a family account with 4 lines and Fiber Max. We send him ONE campaign showing optimisation opportunities for ALL entities he manages - which lines can upgrade devices, should he upgrade his internet speed, does he need better WiFi equipment.

Customers who enter the campaign are evaluated for account-level and subscription-level upgrade opportunities. The campaign splits into a treatment (90%) and control (10%) cohort. Treatment contacts receive enriched, personalised emails at two levels: (a) an account-level multi-entity email to account holders, and (b) one or more per-subscription device-upgrade emails to line users (and SMS where applicable). Control contacts are saved for later lift analysis.



In order to follow step by step creation of above campaign follow the link  for technical enablement documentation.

What triggers it: Campaign scheduled run with target dimension citisignal_recipients. Business intent: Begin evaluation of accounts for upgrade/cross-sell opportunities. Customer experience: No visible touchpoint yet — system accepts customer record into the campaign. Outcome to track: Total entrants accepted into the campaign.

What happens: System filters citisignal_recipients for account holders associated with active accounts and at least two mobile subscriptions. Business intent: Focus on family accounts (multi-line) that present higher cross-sell/upgrade value. Customer experience: Customers meeting criteria will continue down the campaign; others exit or are routed elsewhere. Expected business outcome: A refined cohort.

What happens: The filtered accounts are randomly divided into Treatment (90%) and Control (10%). Business intent: Maintain an untouched control group to measure incremental impact of campaign messaging. Customer experience: Control members receive no campaign messages from this run; treatment members proceed.

What happens: For treatment accounts, the campaign pulls account, internet subscription, mobile subscriptions (collection), device equipment, and router/equipment data. Business intent: Assemble data required to personalize messaging and determine upgrade eligibility and offer suitability. Customer experience: Invisible; their profile is augmented with attributes used in personalization (e.g., device age, trade-in value, eligible offers).

What happens: The campaign sends a personalized email to the account holder using enriched account and aggregated line data. Business intent: Present family-wide upgrade opportunities in a consolidated message to the account owner to drive higher-value conversions. Customer experience: Account holder receives an email summarizing internet, device, and line-level upgrade options. Outcome/KPIs: Email deliverability, open rate, CTR, and conversions tracked at account level; compare against control.

What happens: The campaign switches target dimension from citisignal_mobile_subscriptions (each phone line) to citisignal_recipients (account holders). Business intent: Evaluate each line independently to surface per-line upgrade opportunities and comply with per-subscription targeting requirements. Customer experience: If an account has multiple eligible lines, each line will be evaluated separately and may generate individual messages.

What happens: For each mobile subscription, the campaign:

What happens: Campaign switches back to citisignal_recipients so messages can be delivered (Adobe requires target = recipients for sends). Business intent: Enable delivery to the recipient addresses associated with each subscription after per-line evaluation. Customer experience: Each eligible subscription results in one message addressed to the corresponding line user. Multiple eligible lines for one person will generate multiple messages.

What happens: Send individual upgrade email for each eligible subscription using variables: phone number, device model, trade-in value, recommended product. Business intent: Drive conversion at the line level with specific CTAs (upgrade, trade-in, device purchase). Customer experience: Line user receives a short, actionable email specific to their phone number/device. If a user has 3 eligible lines, they will get 3 distinct emails (one per line). KPI: Per-subscription open rate, CTR, purchases, and incremental conversions attributed to the campaign.

What happens: After subscription evaluation, eligible subsets may be split and routed to SMS. Business intent: Use SMS for higher-urgency, high-value offers to improve response rates. Customer experience: Opted-in line users may receive a concise SMS CTA instead of or in addition to email.