Campaigns

Campaigns in Xperience by Kentico provide a central location for planning, coordinating, running and evaluating marketing campaigns. Campaigns bring together all related content, such as pages, emails and forms, so you do not need to keep track of everything separately across different applications in the system.

Every campaign uses a customer journey to model the expected path of the target audience and represent the campaign’s goals.

With assistance from AIRA, marketers can efficiently plan, prepare, and evaluate their campaigns. See AIRA Campaign Manager support to learn more.

Create a campaign

1. Open the Campaigns application in Xperience.
2. Select New campaign.
3. Fill in the campaign properties:
   • Campaign name
   • Campaign time frame – select a Start time and End time to indicate when the campaign will launch and conclude. The campaign’s customer journey data will only include activities logged between these two times. You can change the times at any point and the system automatically recalculates the campaign journey.
   The start and end times are optional, but strongly recommended for accurate journey data and campaign evaluation. If not specified, the journey data does not have time boundaries.
   Campaign assets are not automatically published or unpublished according to the start and end time. You need to publish or schedule publishing manually.
   • Campaign brief – a rich text field for a structured brief describing the campaign’s goals, audience, channels, KPIs, messaging, and roles. You can use AIRA to generate a campaign brief through a guided conversation. See Prepare the campaign brief for additional details.
4. Save the campaign.

Now that you have the basic campaign, continue with the following:

• Prepare a brief describing the campaign and its goals
• Add campaign assets to have a central overview of all content related to the campaign
• Define the customer journey stages

Prepare the campaign brief

A campaign brief is a structured text document that outlines the strategic goal, target audience, key messages, role responsibilities and timelines for the given marketing initiative. In Xperience, the brief serves as a blueprint that helps you prepare and choose campaign assets, build the campaign’s customer journey stages, and keep track of the campaign’s goals.

You can prepare the brief when creating a new campaign, or select an existing campaign in the Campaigns application and edit the Campaign brief field on the General tab.

The campaign brief should provide answers to the following questions:

• What is your main campaign goal?
  • The goal must be a number of conversions, which will typically match the KPI of the last stage in the campaign’s customer journey.
• What does your company do?
• What is your marketing strategy?
• What products or services do you want to promote?
• Who is your target audience (and what are their characteristics)?
• What region and language will the campaign use?
• What other KPIs do you wish to track?
• What is your key message/value proposition?
• What channels will you use?
• Who are the collaborators preparing the campaign?

Manage campaign assets

Campaigns bring together assets from across Xperience. You can link the following types of assets to a campaign:

• Pages – website channel pages that are part of the campaign, for example, landing pages, product pages, and subscription confirmation pages
• Content items – content used within the campaign’s other assets
• Emails – emails such as form autoresponders or marketing newsletters
• Forms – forms related to the campaign (e.g., subscription, registration, lead capture forms)
• Automation processes – processes that can automate various parts of the campaign

To add assets to a campaign:

1. Open the campaign in the Campaigns application.
2. Select the Assets tab.
3. Expand the Select asset options and select the asset type you want to add.
4. Choose assets that you want to link to the campaign.
5. Save your choices.

The Assets tab provides a clear overview of the content used within the campaign.

Use the Open asset () action to edit and configure assets in their original applications. Campaigns provide an organizational layer that links assets together without changing how you create or edit them.

The Remove () action in the assets list removes items from the campaign. This does not delete the item or affect its behavior in other parts of the system.

Define the campaign customer journey

Every campaign has a customer journey that models the expected path of the target audience. The journey provides measurable stages that the campaign aims to move contacts through. The campaign goal is represented by the KPI of the final stage of its customer journey.

When you add a new campaign, the system automatically creates its customer journey without any stages. You need to define the journey stages and their conditions to match your campaign’s requirements (as outlined in your campaign brief).

You can view a campaign’s journey on the Customer journey tab of the campaign’s editing interface.

Use the Edit journey button to navigate to the Customer journeys application and manage the journey’s stages.

AIRA Campaign Manager support

The Campaign Manager agent helps marketers plan, check, and evaluate campaigns by providing AI-powered insights through the AIRA chat interface in the Campaigns application.

Campaign Manager supports the following campaign interactions:

Generate a campaign brief with AIRA

The Campaign Manager agent can generate a campaign brief for you through a guided conversation. The agent asks a series of questions to understand your campaign, then produces a structured brief along with proposed campaign assets and ideas for customer journey stages.

To generate a campaign brief:

1. Open the Campaigns application.
2. Create a new campaign or select an existing one.
3. Expand the AIRA panel and start a conversation, for example: “Help me create a new campaign”
4. Answer the agent’s questions about your campaign. The agent asks questions like:
   • What products or services do you want to promote?
   • What is your campaign goal?
   • What channels will you use?
   • What region and language will the campaign use?
   You can paste existing campaign content (meeting notes, a draft brief, or a strategy document) directly into the chat. The agent automatically extracts the relevant information and skips questions that are already answered.

Once enough information is collected, the agent generates:

• Campaign brief – structured text covering your campaign’s overview, objectives, target audience, channels, and other details.
• Proposed campaign assets – suggested pages, emails, and forms organized by channel. You need to create the recommended assets manually in the respective application.
• Proposed customer journey – suggested journey stages matching your campaign’s assets. Use these to define the campaign’s customer journey.

After the initial generation, you can ask the agent to refine or adjust specific parts of the output.

Copy the final brief text into the campaign’s Campaign brief field using the Copy formatted message () button at the bottom of the conversation input.

Campaign types

AIRA classifies your campaign as one of two types based on your target audience and goal, and tailors the proposed assets and journey accordingly:

Lead-generation – targets new or unknown contacts. The goal is to capture them through registrations, sign-ups, or lead forms.

• Typical assets:
  • Website: Landing page with a subscription form and confirmation page
  • Email: Follow-up or welcome email, optional reminder email
• Typical customer journey:
  1. Landing page visit
  2. Form submission
  3. Email link click
  4. Confirmation page visit

See: Example – Product launch campaign

Lead-nurture – targets existing or known contacts. The goal is to move them toward a next step such as a repeat purchase or deeper engagement.

• Typical assets:
  • Website: Product or destination page (may already exist)
  • Email: Email sequence (1-3 emails)
• Typical customer journey:
  1. Email link click
  2. Product page visit
  3. Final goal (e.g., purchase represented by a custom activity)

Check campaign asset readiness

Before launching a campaign, you can ask the Campaign Manager agent to verify that all linked assets are ready. The agent checks the status of every asset and reports which ones are ready for launch and which still need work.

To check asset readiness:

1. Open the Campaigns application and select a campaign.
2. Expand the AIRA panel and start a conversation, for example: “Is this campaign ready to launch?”
3. Describe which content language to check when prompted (for multilingual projects).

The agent returns a table listing each asset with its type, name, and current status, followed by a summary of how many assets are ready.

The following statuses are checked per asset type:

Assets that are not ready are listed with a link, so you can navigate directly to edit them.

Campaign evaluation

When you ask to evaluate a campaign (e.g., “Evaluate this campaign” or “How did my campaign perform?”), the Campaign Manager agent follows these steps:

1. Reads the campaign brief and extracts the campaign goal.
2. Compares the campaign’s current customer journey stage data against the goal.
3. Reports whether the goal was reached, with a data breakdown (best and worst performing contact groups).

Campaign reports

You can ask the Campaign Manager agent to generate a report summarizing the performance of your campaigns:

1. Open the campaign in the Campaigns application.
2. Switch to the Report tab.
3. Select Create report with AIRA.

This sends a predefined prompt to the agent, which then generates a report including:

• Key findings – a summary of the campaign’s performance against its goal
• Journey funnel – stage counts and drop-off rates across the campaign’s customer journey
• Contact group performance – a breakdown of how different contact groups progressed through the customer journey
• Email performance appendix – open rates, click rates, and other statistics related to the campaign’s email assets

Use the Copy formatted message () button to copy the generated report into the campaign’s Report field and Save the results. The report can then be accessed or manually edited at any time.

You can ask the agent to compare the results of campaigns based on their saved report.

Measurement and KPIs

The primary campaign metric is the campaign goal – the main objective you define in the campaign brief (e.g., “100 new leads” or “50 demo requests”). This goal is represented by the KPI of the final stage in the campaign’s customer journey.

Additional KPIs can include email statistics such as open rate, click rate, and bounce rate.

Example – Product launch campaign

The following example outlines a standard lead-generation campaign.

Campaign time frame

• Start time: March 1, 2026
• End time: April 30, 2026

Campaign brief

• Overview: Launch campaign for the Spring Collection 2026 product line, targeting existing customers and newsletter subscribers through website and email channels.
• Objectives & KPIs:
  • Campaign goal: 200 new product newsletter registrations
  • Additional KPIs: email open rate, email click rate
• Target audience: Existing customers and newsletter subscribers interested in seasonal products.
• Key message & value proposition: Be the first to experience our Spring Collection – exclusive early access for subscribers.
• Language & region: English, North America
• Channels: Website, Email
• Roles & responsibilities: Marketing team: content creation and email scheduling. Design team: landing page visuals.

Customer journey stages

The following customer journey stages follow a lead-generation setup:

1. Landing page visit
   • Condition: Contact has visited page Spring Collection
2. Registration form submission
   • Condition: Contact has submitted form Spring Collection Registration
3. Email link click
   • Condition: Contact has clicked on a link with a URL that contains <landing page URL> in email Spring Collection – Introducing Our New Collection
4. Confirmation page visit
   • Condition: Contact has visited page Spring Collection Confirmation
   • Stage KPI: 200

The campaign goal (200 registrations) is assigned as the KPI of the last journey stage.

Campaign assets

The following asset structure could be used:

• Website channel
  • Campaigns folder
    • Spring Collection 2026
      • Spring Collection (landing page with form)
      • Spring Collection Confirmation (confirmation page)
• Email channel
  • Spring Collection – Introducing Our New Collection (email with the Form autoresponder purpose)
• Form
  • Spring Collection Registration (form with an autoresponder that sends the Spring Collection email)