Omniture and e-dialog Dynamic Remarketing Segments for More Accurate Target Marketing

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1 Omniture and e-dialg Dynamic Remarketing Segments fr Mre Accurate Target Marketing Cmbining behaviral infrmatin frm SiteCatalyst with e-dialg marketing creates a pwerful tl fr targeting audiences that are therwise untapped. Delivering relevant messages t these market segments can result in entirely new revenue pprtunities, driving increased cnversin and revenue amng new and existing campaigns. Fr example, delivering relevant messages based n prducts that were viewed during a visit r prducts that were left in an abandned shpping cart can have dramatic impact n revenue with minimal impact n cst since this is simply leveraging visitrs yur site is already getting. This increase in marketing efficiency is ne f the key benefits f integrating SiteCatalyst with e-dialg. Additinally, this integratin will autmatically synchrnize e-dialg metrics with SiteCatalyst data fr clsed-lp reprting and remarketing. Key Benefits Include: Cnslidate marketing and analytics data int ne reprting interface Optimize campaigns by cnversin and cntributin t revenue and site success Remarket t key visitrs and market segments based n dynamic marketing segments spanning current and histrical data (up t 90 days prir t activatin) Dynamic Marketing Segments Include: Purchase Prfiles - Increase repeat rders and average rder value thrugh campaigns targeted by visitr purchase patterns Prduct/Cntent View Behaviral Prfile Reach prspective custmers thrugh marketing segments based n prduct views and cntent access prfiling Cart Abandnment Prfile Help visitrs cnvert t custmers thrugh fine tuned campaigns specifically designed fr thse wh are hesitant t cmplete carts Integratin Prcedure and Prerequisites: Using a plug and play wizard, intuitive step-by-step prcesses will walk yu thrugh pints f system synchrnizatin and initialize the integratin. Omniture Prerequisites: Omniture Data Warehuse JavaScript Plug-in t capture campaign elements Available and cnfigured SiteCatalyst variables Pricing: Omniture: There are fees assciated with this integratin. Please cntact yur accunt representative fr pricing details. e-dialg Prerequisites: Insight Builder cnfigured CMS r CB Campaigns cnfigured fr Omniture tracking Analytics Integratin cnfigured fr Omniture tracking e-dialg: There are fees assciated with this integratin. Please cntact yur e-dialg Prfessinal Services representative fr pricing details. Fr further details, see the remainder f this dcument r cntact Omniture r e-dialg. 1

2 What Yu Shuld Knw Befre Activating This Integratin Befre activating this integratin, review the fllwing items against yur deplyments f Omniture SiteCatalyst and e-dialg. Ding s will ensure the apprpriate best practices r pre-requisites are in place prir t activatin thus resulting in an ptimal and successful integratin. Omniture SiteCatalyst: Reprt Suite Specific. Be advised this integratin is reprt suite specific. Ensure yu have selected the desired reprt suite prir t activating the integratin. Authrized Representative. Be advised this integratin will incur fees as described abve. By activating this integratin, yu represent yu are an authrized representative f yur cmpany and yu agree t pay the fees, as described abve, assciated with this integratin. Current Custmer f e-dialg. This integratin requires yu t be a custmer f bth Omniture and e-dialg. If yu are nt currently a custmer f e-dialg, yu will nt have the infrmatin necessary t cmplete the integratin wizard (visit the Genesis Shwcase t learn mre abut e-dialg). If yu are currently a custmer f e-dialg, yu will need yur e-dialg Accunt ID, r the unique identifier assigned t yur rganizatin by e-dialg, in rder t cmplete the integratin wizard. Omniture Data Warehuse. This integratin requires the Omniture Data Warehuse t be enabled in rder t generate remarketing segments. If yu have nt enabled the Omniture Data Warehuse, cntact Omniture LiveSupprt fr details. Visitr ID. If yu re nt currently fllwing the best practice f capturing a Visitr ID within a Custm Cmmerce Variable (evar), yu ll want t d s prir t activating the integratin. Otherwise, the integratin system will be unable t generate remarketing segments. Ideally, this Visitr ID shuld be the same Visitr ID used by e-dialg (if nt, see Recipient ID belw). Recipient ID. If yu use a different Visitr ID than e-dialg, yu must identify a separate evar in which t capture the e-dialg Visitr ID, smetimes called the Recipient ID, and select it when prmpted by the integratin wizard. External Tracking. If yu re nt currently fllwing the best practice f enabling external tracking fr each campaign yu send, yu must d s t ensure a successful integratin. See the e-dialg sectin belw fr details. SiteCatalyst Plug-In. If yu haven t already dne s, yu must install the SiteCatalyst plug-in belw (simply cpy these few lines f cde and add them t the SiteCatalyst cde n yur pages). This plugin will enable SiteCatalyst t autmatically identify and capture incming traffic resulting frm e-dialgprduced campaigns apprpriately. SiteCatalyst Plug-In: /* * Plugin: getqueryparam 2.3 */ s.getqueryparam=new Functin("p","d","u","" +"var s=this,v='',i,t;d=d?d:'';u=u?u:(s.pageurl?s.pageurl:s.wd.lcati" +"n);if(u=='f')u=s.gtfs().lcatin;while(p){i=p.indexof(',');i=i <0?p" +".length:i;t=s.p_gpv(p.substring(0,i),u+'');if(t){t=t.indexof('# ')>-" +"1?t.substring(0,t.indexOf('#')):t;}if(t)v+=v?d+t:t;p=p.substrin g(i=" +"=p.length?i:i+1)}return v"); s.p_gpv=new Functin("k","u","" +"var s=this,v='',i=u.indexof('?'),q;if(k&&i>- 1){q=u.substring(i+1);v" 2

3 +"=s.pt(q,'&','p_gvf',k)}return v"); s.p_gvf=new Functin("t","k","" +"if(t){var s=this,i=t.indexof('='),p=i<0?t:t.substring(0,i),v=i<0?'t" +"rue':t.substring(i+1);if(p.tlwercase()==k.tlwercase())retur n s." +"epa(v)}return ''"); /*in the s_dplugins functin s.campaign=s.getqueryparam("ed_mid"); //places query param value frm cid in campaign variable s.evar2=s.getqueryparam("ed_rid"); //places query param value frm rid in evar2 variable NOTE: The plug-in abve assumes certain Custm Cmmerce Variables (evars) are available. If the variables specified in the plug-in abve are nt available within yur SiteCatalyst deplyment, simply replace them with thse that are available. Privacy Cmpliance. Yu shuld understand that by enabling "Visitr ID" tracking, this feature may track persnally identifiable infrmatin f yur site visitrs. This has privacy implicatins requiring the implementatin f apprpriate prcedures by yur rganizatin, such as prviding ntice t, and cnsent f, yur site visitrs. 3

4 e-dialg: Current Custmer f Omniture. T cnfigure e-dialg SiteCatalyst integratin yu must: be a custmer f Omniture. Cnfigure Genesis. Yu must cnfigure Genesis with e-dialg as the partner. Give e-dialg Data Services yur reprt suite name and the integratin number assciated with the integratin. Data Services Supprt. Sme cnfiguratin is required by e-dialg Data Services t set up Campaign Builder fr Omniture Integratin. Please cntact yur Data Services Representative t perfrm the cnfiguratin. External Tracking. Yu must set additinal query string parameters in the URLs f s. This prvides SiteCatalyst with infrmatin necessary t track activity frm an . The prcess f setting these parameters is described in this dcument. Exprt f Metrics file. The integratin requires a daily exprt f Metrics (mailing infrmatin) t the Omniture Site Catalyst System. Files cntaining summary level data f Cells mailed, including cell_id, cunt sent, cunt delivered, cunt pened, cunt clicked, cunt unsubscribed and cunt f bunces are autmatically created and delivered t the SiteCatalyst system after the integratin has been cnfigured. Insight Builder. Insight Builder must be cnfigured in PrecisinCentral. Daily Remarketing Segment Data will be made available in Insight Builder. Yu will be able t build segments in Insight Builder by chsing custmers that have brwsed, abandned, r purchased items in the past 24 hurs, past 7 days r past 30 days. Prduct Level Detail. Prduct level detail f items brwsed, abandned and purchased will be stred in the e-dialg database. Please cntact yur e-dialg Data Services representative t discuss hw t use this data. 4

5 Cnfiguring the Omniture/e-Dialg Integratin SiteCatalyst / e-dialg An Overview Omniture SiteCatalyst prvides rganizatins with actinable, real-time intelligence regarding their nline strategies and marketing initiatives. e-dialg allws fr the easy executin f campaigns thrugh Campaign Builder and allws the capture and integratin f web behavir frm multiple surces t make yur campaigns mre successful. Imprve target marketing and understand campaign effectiveness thrugh seamless integratin f e-dialg and SiteCatalyst web analytics data. Setup Befre yu can cnfigure the integratin fr yur e-dialg accunt, yu will need t have the fllwing in place: Plug-in (see page 2) t autmatically identify and capture incming traffic resulting frm e-dialgprduced campaigns Knw which address yu wish t use t receive ntificatin cncerning the integrated peratins. Knw yur Accunt ID (the unique identifier assigned t yur rganizatin by e-dialg. Identify the custm variable within SiteCatalyst that hlds yur campaign infrmatin. This is cmmnly the Tracking Cde fr many rganizatins; hwever it may be smething different in yur rganizatin. Identify the custm variable within SiteCatalyst that hlds yur Visitr ID (r Recipient ID) infrmatin. Determine which events int which yu wuld like t place yur event data. Depending upn yur reprting needs, yu may want t use five r mre events. Yu may want t rename thse Events apprpriately. 5

6 Cnfigure SiteCatalyst The fllwing prcedures assume that yu are a licensed SiteCatalyst user and that yu have pened SiteCatalyst t the hme page. 1. Lg int SiteCatalyst 2. Chse the Genesis tab r icn. Yu will see the pwer f Genesis in the fllwing screen. The ptins r chices presented t yu may differ frm thse shwn here. Figure 1: Opening screen in Genesis (example) As yu have nt yet activated any f yur partners, the resurce icns exist in the directry t the left. D yu ntice the link in the upper left-hand crner labeled Genesis Shwcase? If yu click n that, yu can get mre infrmatin abut sme f the Partners. Take the fllwing steps t activate with e-dialg. 6

7 1. With yur muse cursr changing t the 4-pinted arrws, hver ver the apprpriate icn in the list n the left side f yur screen. 2. Left click yur muse and hld in the muse buttn while dragging the icn t an empty utlined area t the right; see Figure 2, belw. This will plug the e-dialg icn int SiteCatalyst and begin the integratin prcess. 3. In Figure 3, belw, e-dialg has been drpped int the upper left hand utline, but the dashed lines indicate that integratin has nt been accmplished. 4. When Integratin is cmplete, nt nly des the Icn appear firmly lcked in place but it appears in the table at the bttm f the screen in the Genesis list. Frm the list yu have link ptins t Edit r t Deactivate the e-dialg applicatin. Figure 2: Dragging the e-dialg icn int place (example) When the icn clicks int place, it will stay in place but the utline remains dtted and uncnnected, as shwn belw by example in Figure 3. Figure 3: Icn drpped t begin Activatin (example) 5. As sn as the e-dialg icn is drpped int place, a series f ppups will appear. Cmplete the infrmatin and cnfirmatin steps in these ppups t activate yur new Integratin. 7

8 Activate an e-dialg Integratin Create an integratin t imprt the relevant infrmatin frm e-dialg. The fllwing infrmatin, steps and screens walk yu thrugh the activatin prcess. The first ppup, shwn belw in Figures 4 and 5, starts ff with a questin and then answers that questin as fllws: WHY INTEGRATE WITH E-DIALOG? Current e-dialg custmers can increase returns frm marketing. Understand campaign effectiveness frm almst any angle, then remarket t custmers based n cart abandnment, prduct purchases, prduct views and mre. This integratin will autmatically synchrnize metrics with Omniture metrics fr clsed-lp marketing t the right audience with maximum effectiveness. Cnslidate marketing and analytics data int ne reprting interface Optimize campaigns by cnversin and cntributin t revenue and site success Remarket t key visitrs and market segments based n cart abandnment, prduct purchases, prduct views, and much mre spanning current and histrical data (up t 90 days prir t activatin) The preceding infrmatin was taken frm tp part f the fllwing screen. Further infrmatin is prvided in Figure 5, belw. Figure 4: Prepare fr the Integratin Wizard 1. Read and understand all the infrmatin, bth n the ppup and at the links. 8

9 a. Click n the link fr Executive Overview with Pre-Requisites and be sure yu understand and can agree with them. b. Click n the link fr Fees Assciated with This Integratin. c. If yu need mre infrmatin abut the applicatin befre prceeding, click n Click Here t learn mre abut e-dialg. 2. T prceed with activatin, click in the Acceptance check bx, then click n the Next > buttn. (The text frm that statement is repeated in the Cautin nte placed belw this figure.) If yu are nt ready t prceed at this time, click the Cancel buttn in the lwer right-hand crner. Yur next ppup screen is labeled Step 1 f 7. Frm here yu are perfrming the actual integratin prcedures. CAUTION: D NOT check this bx and then click the Next> buttn until yu are in full agreement with the terms discussed abve and with the fllwing statement which appears next t the checkbx: By activating the integratin, I understand my cmpany may incur fees as described abve (see Fees Assciated with This Integratin). As an authrized representative f my cmpany, I agree t the accmpanying terms and t pay any applicable fees assciated with this integratin. Figure 5: Step 1 f 7 - Integratin Name and address ppup 1. Specify the name yur system will apply t this e-dialg integratin. 2. Enter the address where yu wish t receive cnfirmatins r ntices cncerning this integratin. 3. Click the Next > buttn t cntinue. 9

10 Figure 6: Step 2 f 7 - e-dialg Accunt ID 4. Specify yur Accunt ID fr this e-dialg accunt. 5. Click the Next> buttn t prceed. Figure 7: Step 3 f 7 - Designate Visitr ID Variable Match Visitr IDs with an apprpriate SiteCatalyst evar. 6. Use the drp-dwn bx t identify which SiteCatalyst evar will be used fr tracking the e-dialg Visitr ID. 7. Check the bx cnfirming that yu agree with and understand the statement: I understand that by enabling "Visitr ID" tracking, this feature may track persnally identifiable infrmatin f ur site visitrs. This has privacy implicatins requiring the implementatin f apprpriate prcedures by my rganizatin, such as prviding ntice t, and cnsent f, ur site visitrs. 8. Shuld yu wish t participate in the Remarketing Segments prgram, chse the standard and r custm segments yu want t use. 9. Click n the Next > buttn. 10

11 Figure 8: Step 4 f 7 - Designate Message ID Variable 10. Use the drp-dwn bx t identify and specify which evar will be used fr tracking the Message ID. 11. Click n the Next > buttn. Figure 9: Step 5 f 7 Map Metrics t SiteCatalyst Events 12. Click in the checkbx fr each Metric yu wish t map t an established SiteCatalyst Event. 13. Use the drp-dwn bx t identify and specify which SiteCatalyst Event shuld be mapped t the chsen Metric. 11

12 Figure 10: Step 6 f 7 -Integratin Summary This screen cnfirms yur integratin cnfiguratin. If there is anything yu have entered that yu need t change, d it nw by clicking the <Back buttn until yu reach the affected screen. 14. Click the Save buttn t finish yur e-dialg Integratin prcess. Figure 11: Step 7 f 7 - Marketing Integratin Cmplete This screen cnfirms that all f yur steps have been cmpletely and crrectly perfrmed. Als infrms that Yu will receive an ntificatin when the metrics have been imprted int SiteCatalyst. If yu selected a remarketing segment(s) yu will receive an additinal ntificatin upn cmpletin f initial prcessing... and delivery t yur Service prvider. 15. Click the Clse buttn t accept the cnfirmatin. Figure 12: Fully Integrated with SiteCatalyst (example) 12

13 At the SiteCatalyst Genesis screen, yu will find the e-dialg icn lcked int place, again cnfirming that the integratin prcess was cmpleted satisfactrily. The integratin prcess is nw cmplete. Yu shuld see e-dialg listed at the bttm f the Genesis screen. T edit r t deactivate e-dialg, click n the apprpriate link in the list. 13

14 Integrated Reprting within SiteCatalyst Figure 13: Typical Reprt frm yur Marketing Integratin with e-dialg. The reprt in Figure 13, abve, presents infrmatin nly available with an Marketing Integratin, such as with e-dialg. 14

15 Cnfiguring Campaign Builder and Remarketing Tw phases f integratin are required fr cnfiguring Campaign Builder fr Omniture Analytics Integratin: 1. cnfigure the database tables - a ne time cnfiguratin that is perfrmed by e-dialg Data Services 2. cnfigure the tracking cdes - perfrmed by the Campaign Builder user Cnfiguring a Client fr Omniture Analytics Integratin This prcedure is perfrmed by e-dialg Data Services Representative 1. In Precisin Central, click Applicatins > Client Management. 2. Select a client and click Clients > Analytics Vendr Mgmt. 3. If the client has nt yet been cnfigured fr Integratin, the fllwing message appears: 4. Cntact the DBAs t cnfigure Analytics Vendr Integratin. Prvide them with the Client Name, Client ID and Omniture as the Analytics Vendr 15

16 5. When the DBAs have indicated that the tables have been created, the fllwing cnfiguratin screen appears: 6. T cnfigure the client, set the fllwing ptins: Status Vendr Inbund clumn delimiter Data Qualifier Chse Active Chse Omniture Chse TAB (default) ignre Clumn Headings rw 1 r rw 2 Imprt Stred Prcedure File Laded Fatal Errrs Use the default setting (AVIPROCS.aviFileLaderPrc) Specify the addresses f users t be ntified when files have been laded Specify the addresses fr supprt staff t be ntified f errrs that affect prcessing 7. Click Save Cnfiguratin. If this is the first time an activatin is submitted the fllwing message appears at the bttm f the dialg bx: InsightBuilder Cnfiguratin Status requested Had the Analytics Vendr Integratin previusly been set up fr this client the fllwing message wuld appear: InsightBuilder Cnfiguratin Status exists 8. A ntificatin is sent t the addresses in the File Laded ntificatin list when InsightBuilder cnfiguratin has been cmpleted. Cnfiguring a Campaign fr Omniture Tracking This prcedure is perfrmed by the Campaign Builder user. Accessed via the Mailing Cnfiguratin Page The value t be use as the Recipient ID is e-dialg s EDID The value t be use as the Mailing ID is e-dialg s Cell ID 16

17 CMS All URLs fr AVI third-party integratin purpse must have a Reprt Name assciated with each URL, s that ur redirect servers are able t prvide streamline cnverting tkens f each target URL. This sectin is fr e-dialg develpers nly. 1. Define a "URL encded" query string tken within the Cell Cnstants tab. Cnstant name: OMNITURE Cnstant value: ed_rid%3d_edid %26ed_mid%3D_CELLID 2. Frm cntent, use the URL link: Campaign Builder Define the fllwing "URL encded" query string tken within the Default sectin. ed_rid%3d_edid %26ed_mid%3D_CELLID 2. Frm cntent, use the URL link: Campaign Builder On the Cnfiguratin tab, under the Advanced settings, set the Web Analytics drpdwn t Omniture. 2. Set the fllwing Query String : ed_rid=_edid &ed_mid=_cellid 17

18 3. N Symbl cnfiguratin is required. This appends the Omniture Query String Parameters t each link being redirected in the cntent. 18

19 Accessing Remarketing Segment Data in Insight Builder 1. Navigate t the Insight Builder Tab 2. Select the New Query ptin 3. Chse the Prfiles Data Type 4. In each flder there are flders labeled Brwsed Abandned Purchased 5. In the Omniture Web Behavir flder, selectins are shwn in flders Last 24 Hurs Last 7 Days Last 30 Days 6. Drag the desired prfiles int the Query Builder sectin 7. Enhance the segmentatin by chsing ther Campaign Results, RFM Measures, Prfiles r Audiences t include r exclude 8. Get cunts 9. Select the Build Audience ptin 10. Name the audience, fill in all f the required fields, and press Dne. It is nw available t be used in future campaigns. 19