Key Skills for a Responsys Team

October 29, 2021 Stan

When setting about upgrading to Responsys as your premiere marketing orchestration tool, it’s important to look not only at all the capabilities that Responsys has, but the skillsets on your team that will really help push the tool to new heights. Below, we’ll take a high-level look at what those skill sets are and how they help you get the most out of your Responsys messaging.

Markup and Tag-Based Languages

Responsys allows for the use of several different markup and/or tag based languages to really fine tune any messaging, targeting, personalization, or dynamic content you may wish to use. From well known languages like HTML and XSLT to Responsys’ own proprietary personalization language RPL. In addition, Responsys supports what I would consider to be sister languages from the Javascript realm, namely Javascript and JSON. While absolutely not necessary to a meaningful Responsys experience, having someone on staff who can understand or learn these languages easily can really help squeeze every last ounce of value from Responsys.

Critical Thinking

Anyone who has known me professionally will have heard me say at some point “There’s about a half-dozen ways to do anything in Responsys. The question is, what’s the best way?” Responsys is a wonderfully robust tool that will allow you to do just about anything you can think of given the right knowledge and skillsets. The question then becomes, are we implementing the best way possible to get the most return on our investment? Having a team member, or partner organization, that can work through development processes, best practices, and general implementation and make informed, tactical decisions can go a long way to making Responsys the absolute sports-car of a marketing tool it is.

Query Logic and Languages

Responsys comes equipped with a series of useful tools for segmenting and reporting your data into meaningful audiences and sub-audiences. Filter Designer can help you create larger meaningful segments, whereas Audience Designer can help you drill down into those segments to create very specific marketing segments with who to speak. And if that weren’t enough, Responsys supports a query-only version of Oracle SQL for those times when you really need a specific subset of data. Having a team member who understands the fundamentals of query logic and things like or, nor, and xor logic can really help you pull the right people for the right message every time.

While none of these skillsets is necessarily required to get a positive ROI on Responsys, if you’re a 21st century marketer looking to really engage your audience, these are some integral skillsets needed to move Responsys to the next level. As always, if you need assistance in any of these areas, Relationship one is here to help!

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