Lab Exercise Plan — LF Group HOL
Lab duration: 1 day (7h in room, ~5h hands-on) Total exercise time estimated: ~245 min (≈ 4h 5min) Buffer (Q&A, transitions, technical issues): ~55 min Total templates required: 16
Module structure
Module 1 — Journey Foundation
Duration: ~70 min Concepts taught: Journey canvas, entry events, wait nodes (static + dynamic), condition split (NTB/ETB), push channel + explicit consent management, audience qualification with Customer AI, path experimentation
Exercises
- E1.1 — Create the journey + configure entry event + first wait node (30 min)
- E1.2 — NTB/ETB split + push "Bentornato" + consent fallback + convergence wait (25 min)
- E1.3 — Audience condition + path experimentation + dynamic wait (15 min)
Templates pre-configured for this module
- T1.1 — Email "Benvenuto" NTB (complete — repetitive email pattern, participants will build one full email in Module 2)
- T1.2 — Email fallback ETB (complete — same rationale)
- T1.3 — Exit criteria configured on the journey (folded into E1.1 as a guided sub-step)
Module 2 — "Recap simulazione" Email Deep Dive
Duration: ~90 min Concepts taught: Central master template + content locking, content fragments (HTML, expression, customizable), conditional content, Firefly asset generation with brand tokens, decision item + rule authoring, decisioning block embedding, content experimentation (A/B subject), send-time optimization, AJO Brands alignment score
Exercises
- E2.1 — Template master + conditional content + Firefly hero image (35 min)
- E2.2 — Build 1 decision item + 1 rule, then embed full decision policy + preview per-profile outcomes (35 min)
- E2.3 — Content experimentation + send-time optimization + AJO Brands review (20 min)
Templates pre-configured for this module
- T2.1 — Offer catalog: 7 of 8 decision items + 6 of 7 decision rules + ranking method + selection strategy + decision policy (pre-built and approved). Participants author the 8th decision item + 7th rule in E2.2 — teaches the authoring flow without the 3-4h of bulk catalog work.
- T2.2 — Customizable fragment "Regional CTA" structure (pre-built; participants wire it to the lookup dataset in E2.1 — teaches the pattern without the structural boilerplate)
- T2.3 — 4 content fragments (Header brand HTML, Footer brand HTML, Disclaimer expression, Saluto expression) — pre-built and locked; participants observe content locking, they don't configure it
- T2.4 — 4 of 5 hero image assets (Firefly-generated, pre-loaded in asset library). Participants generate the 5th in E2.1 — teaches the Firefly + Brand tokens flow on one asset.
Module 3 — Governance
Duration: ~25 min Concepts taught: Frequency capping (business rules and rule sets), conflict management (journey priority — facilitator discussion only), AJO operational alerting, manual stop playbook (talking point)
Exercises
- E3.1 — Frequency capping: configure the Email capping rule inside the Marketing Rules rule set, then activate the rule set (8 min)
- (E3.2 removed — conflict management is now a 5-min facilitator-led discussion point between E3.1 and E3.3. See facilitator notes.)
- E3.3 — Alerting: configure AJO operational alert subscription; CJA mentioned as alternative alerting surface (12 min)
Templates pre-configured for this module
- T3.1 — Journey "Promo carta credito" (priority Medium, audience Mortgage hot leads) — pre-built; used by the facilitator to show the conflict scenario during the E3.2 discussion (no participant configuration).
Module 4 — Test & Insights
Duration: ~55 min Concepts taught: Journey test mode, per-profile branching verification, experimentation report reading, AJO journey reporting, CJA scheduled alerting
Exercises
- E4.1 — Journey test mode with 5 test profiles (25 min)
- E4.2 — Read experimentation report (path A vs B) + AJO journey reporting (15 min)
- E4.3 — CJA scheduled alert on conversion drop (15 min)
Templates pre-configured for this module
- T4.1 — 5 test profiles pre-loaded (ETB-young-Stockholm, ETB-senior-Göteborg, NTB-prime-Skåne, NTB-Östergötland, ETB-premium-Halland)
- T4.2 — CJA workspace pre-connected to AJO dataset, seeded with enough historical data for a meaningful conversion-drop alert preview in E4.3
Time summary
Module | Exercises | Estimated time |
|---|---|---|
Module 1 — Journey Foundation | E1.1, E1.2, E1.3 | 70 min |
Module 2 — Recap Simulazione email | E2.1, E2.2, E2.3 | 90 min |
Module 3 — Governance | E3.1, E3.3 (+ E3.2 facilitator discussion) | 25 min |
Module 4 — Test & Insights | E4.1, E4.2, E4.3 | 55 min |
Total | 10 exercises | 240 min |
Buffer for transitions, Q&A, technical issues: ~50 min → fits in 5h hands-on. ✓
Rationale for major selection decisions
- Email "Benvenuto" + email ETB fallback → templates. Participants will configure a complete email in Module 2. Building two additional emails first adds 30+ min of repetition before reaching the flagship exercise. Pedagogical value: zero marginal.
- Offer catalog (8 items + rules + ranking) → template. Building the catalog correctly takes 3-4h minimum. The exercise that matters is embedding the decision policy in an email and reading the per-profile outcome — that's E2.2. The catalog is a prerequisite, not the lesson.
- Content fragments (Header, Footer, Disclaimer, Saluto) → templates, locked. Participants observe content locking in E2.1 — they see they cannot edit these areas. That's the lesson. Building them adds time with no conceptual payoff.
- Path experimentation (E1.3) → short exercise. The configuration is simple (set wait, assign path A/B, configure auto-scale condition). The pedagogical value is understanding why it's structured this way, not the UI steps. 10 min is right.
- Custom action webhook (Step 13a) → omitted from exercises. Too infrastructure-specific; requires a live CRM endpoint to be meaningful; adds no AJO-conceptual value beyond what participants already learn from the journey condition (Step 12). Mentioned as a talking point in Module 4.
- Email "Avanza online" (Step 13b) → omitted as standalone exercise. Folds into E4.1 (test mode) as an observed outcome. AJO Brands text generation covered in E2.3 — no need to repeat.
- Geolocation branch → dropped from lab. Requires Places SDK configuration which adds significant environment complexity for low conceptual payoff in the time available.
- CJA exercise (E4.3) → placed in Module 4, not Module 3. CJA alerting belongs with insights, not operational governance. AJO alerting (E3.3) is the operational tool; CJA is for analytical/scheduled detection on dataset trends. Two distinct surfaces, two distinct contexts.
- Profile-level suppression tests in E3.1 and E3.2 → dropped. Not feasible in lab environment timing. Suppression behavior covered as talking point during exercises.
- E3.2 (conflict management) → demoted from hands-on exercise to facilitator-led discussion. Setting a priority dropdown is a 30-second click; the conceptual content is the conversation about how priority decisions get made across competing campaigns. That conversation is worth 5 minutes of facilitator time, not a 10-minute hands-on slot. Frees budget and removes a stacked-suppression exercise that participants could not verify anyway.
Templates — pre-lab sandbox setup checklist
In dependency order (Alex / sandbox admin follows this sequence):
- XDM schema: all profile + event fields (incl. conversionPropensityScore, lfCompanyId, branchAssigned)
- AEP lookup dataset "LF Company Registry" (5 LF companies: Stockholm, Göteborg, Skåne, Östergötland, Halland)
- 5 test profiles loaded with all required attributes (propensity scores pre-populated statically)
- Audience "Mortgage hot leads" configured (behavioral + score >= 60)
- Customer AI — verify propensity scores on test profiles; if model not trained, static values in place
- AJO Brands profile: LF Group (tone, palette, logo, assets)
- 4 of 5 hero image assets generated (Firefly + LF Group brand) → loaded in asset library (participants generate the 5th in E2.1)
- Content fragment HTML: "Header brand" (master-locked)
- Content fragment HTML: "Footer brand" (master-locked)
- Expression fragment text: "Disclaimer legale" (master-locked)
- Expression fragment text: "Saluto" (master-locked)
- Template master "Mortgage Comms" — structure with content locking and empty slots for E2.1
- Customizable fragment "Regional CTA" — structure only (participants wire lookup in E2.1)
- Offer catalog: 7 of 8 decision items (approved) + 6 of 7 decision rules + ranking method + selection strategy + decision policy (participants author the missing item + rule in E2.2)
- ⚠️ Verify decision policy activation for Email channel (Limited Availability) with Adobe rep before lab
- Email "Benvenuto" NTB — complete (T1.1)
- Email fallback ETB — complete (T1.2)
- Journey "Promo carta credito" — complete, priority Medium (for Module 3 conflict exercise)
- Frequency capping business rule: category mortgage, max 3 / 7 days — not yet active (participants activate in E3.1)
- AJO alert subscription on mortgage journey — not yet configured (participants configure in E3.3)
- CJA workspace connected to AJO dataset, seeded with historical conversion data sufficient for a meaningful conversion-drop alert preview (E4.3) and for AJO journey reporting context (E4.2)
Exercise list for Myrna
ID | Title | Module | Est. time | Key AJO feature(s) |
|---|---|---|---|---|
E1.1 | Create the journey + entry event + first wait | 1 | 30 min | Journey canvas, entry event, XDM payload, wait node (static), exit criteria, re-entrance rule |
E1.2 | NTB/ETB split + push + consent + convergence wait | 1 | 25 min | Profile condition, push channel, consent condition + fallback, multi-brand tokens, branch convergence wait |
E1.3 | Audience condition + path experimentation + dynamic wait | 1 | 15 min | Audience qualification, optimize activity, auto-scale winner, dynamic wait |
E2.1 | Template master + conditional content + Firefly image | 2 | 35 min | Master template, content locking, fragments, customizable fragment, conditional content, lookup notation, Firefly + Brand tokens |
E2.2 | Author 1 decision item + 1 rule, embed policy + preview | 2 | 35 min | Decision item authoring, decision rule, decision policy embedding, per-profile offer preview, ranking formula |
E2.3 | Content experimentation + STO + Brands | 2 | 20 min | A/B subject, content experimentation, send-time optimization, AJO Brands alignment score |
E3.1 | Frequency capping business rule (config only) | 3 | 8 min | Business rules, category capping |
|
| 3 | 5 min discussion | Journey priority concept (no hands-on) |
E3.3 | AJO operational alerting (CJA mentioned only) | 3 | 12 min | AJO alert subscription, manual stop playbook |
E4.1 | Journey test mode with 5 profiles | 4 | 25 min | Test mode, per-profile outcome verification, branching |
E4.2 | Experimentation report + journey reporting | 4 | 15 min | AJO experimentation report, journey live report |
E4.3 | CJA scheduled alert on conversion drop | 4 | 15 min | CJA workspace, scheduled alerts, conversion metrics, alert preview |