Adobe Marketing Cloud Lyris Data Connector for Adobe Analytics

Transcription

1 Adobe Marketing Cloud Lyris Data Connector for Adobe Analytics

2 Contents Lyris Data Connector for Adobe Analytics...3 Key Benefits and Features...3 Integration Prerequisites...3 Configure Adobe Analytics variables for Lyris...5 Deploying the Integration...6 Completing the Integration Wizard...6 Configuration within the Lyris Labs...8 Verifying the Integration...9 Query String Param Plug-In Code...9 Last updated 10/15/2013 Lyris Data Connector for Adobe Analytics

3 Lyris Data Connector for Adobe Analytics 3 Lyris Data Connector for Adobe Analytics Describes the marketing efficiencies achieved through the integration. The Adobe Data Connectors integration combines behavioral information from Adobe Analytics with Lyris marketing to redefine success measurement and target audiences with more relevant messaging. Delivering relevant messages to these market segments can result in entirely new revenue opportunities, driving increased conversion and revenue among new and existing campaigns. For example, delivering relevant messages based on products that were viewed during a visit or products that were left in an abandoned shopping cart has been proven to have dramatic impact on revenue, with minimal impact on cost because this is simply leveraging visitors your site is already getting. This increase in marketing efficiency is one of the key benefits of integrating Adobe Analytics with Lyris. Additionally, this integration will automatically synchronize metrics with Adobe Analytics data as frequently as hourly for closed-loop reporting. Key Benefits and Features Describes the main benefits of integrating Lyris and Adobe Marketing Reports and Analytics. The integration of Lyris and Adobe Analytics provides the following key benefits: Consolidate marketing and analytics data into one reporting interface Optimize campaigns by conversion and contribution to revenue and site success Re-market to key visitors and market segments based on dynamic marketing segments Dynamic Marketing Segments The integration supports dynamic marketing segments to help you drive your business. This integration features the following marketing segments, out of the box: Cart Abandonment Profile: Help visitors convert to customers through fine-tuned campaigns specifically designed for those who are hesitant to complete carts Purchase Profiles: Increase repeat orders and average order value through campaigns targeted by visitor purchase patterns Product/Content View Behavioral Profile: Reach prospective customers through marketing segments based on product views and content access profiling Customers can also create and schedule custom re-marketing segments specific to the needs of their users. Integration Prerequisites Describes the prerequisites for a successful integration. Before you activate this integration, review the following items against your deployments of Adobe Analytics and your software. This ensures that the appropriate best practices and pre-requisites are in place prior to activation, which will result in an optimal and successful integration. Prerequisites for Adobe Analytics Report-Suite specific: Be advised that this integration is report-suite specific. Ensure that you have selected the desired report suite prior to activating the integration Available and configured Analytics variables: This integration requires custom events and custom evars, and optionally additional events and additional evars.

4 Lyris Data Connector for Adobe Analytics 4 See Configure Adobe Analytics variables for Lyris Authorized Representative: Be advised that the enablement of this integration might cause your company to incur fees in accordance with your service agreement with Adobe, Inc. or your service agreement with one of Adobe's trusted partners, as applicable. By activating this integration, you hereby represent that you are an authorized representative of your company; and as such, your company agrees to pay the fees, if any, set forth in the service agreement described above. Adobe Analytics data warehouse: This integration requires Adobe Analytics data warehouse to be enabled in order to generate re-marketing segments. If you have not enabled data warehouse, contact Adobe for details. Recipient ID: The integration requires that we capture and store a "Visitor ID" within an Analytics variable (evar). The Visitor ID (often referred to as the "Recipient ID") is an encoded or numeric representation of an address from the Lyris system. This "Recipient ID" is associated with downstream visitor behavior on the site (cart abandons, purchases, etc.) that is pulled back into the Lyris system and can be leveraged for re-marketing purposes. As part of the setup process, you must identify an evar for this purpose when prompted by the Wizard. External Tracking: If you are not currently following the best practice of enabling external tracking for each campaign you send, you must do so to ensure a successful integration. See the Lyris section below for details Privacy Compliance: You should understand that by enabling Recipient or Visitor ID tracking, this feature may track personally identifiable information of your site visitors. This has privacy implications, requiring the implementation of appropriate procedures by your organization, such as providing notice to, and consent of, your site visitors. Prerequisites for Lyris Labs Valid Lyris Account: In order to use this Data Connector integration, you must have a valid Lyris account. Account Information: You will require the following information about your Lyris account during this integration setup: Lyris API Key: Used for data population Query String Parameters: These are appended in the landing page URL for Message ID and Recipient ID (Visitor ID). Lyris Server/URL: The server value that you use in the Lyris system Lyris Site ID: Also known as Customer ID, this is the unique value for your instance of Lyris HQ. This can be located under Customer Info in the Account Home section of Labs.

5 Configure Adobe Analytics variables for Lyris 5 Configure Adobe Analytics variables for Lyris Describes the evars and s to be reserved for each report suite implementation. This integration requires at least 2 evars to be reserved for each report suite implementation. Apart from these evars, a few events may be reserved depending on which Lyris data you would like to see in Analytics. These evars and events are described in the table below: Variable Type Variable Name How the Variable is used Settings evar Message ID To capture the individual message campaign identification Status: Enabled Allocation: Most Recent Expire After: Business Decision evar Recipient ID To capture the anonymous identification for your customer who clicked the campaign Status: Enabled Allocation: Most Recent Expire After: Business Decision Lyris - s Sent To store no. of s sent from Lyris Lyris - s Opened To store no. of s that were opened Lyris - Unique s Opened To store no. of unique s that were opened Lyris - Click-throughs To store no. of times any was clicked Lyris - Bounces To store the no. of s that were bounced Lyris - Unsubscribes To store the no. of subscriptions that were disabled

6 Deploying the Integration 6 Deploying the Integration Describes the three-step deployment process. Deploying this integration is a simple process that requires the following actions: Completing the Integration Wizard Steps to use the integration wizard. To activate the integration, you must complete the Lyris integration wizard within the Data Connectors interface. 1. Navigate to the Data Connectors (formerly Genesis) area within the Adobe Marketing Cloud. 2. Under Add Integration, drag and drop the Lyris plugin into the Adobe Marketing Cloud. This opens up the Lyris Data Connector Integration.

7 Deploying the Integration 7 3. Under General Settings, choose the desired Report Suite and provide a name for the integration. 4. Fill in all your Lyris account-related information under Custom Values. 5. Choose the appropriate reserved evars and events from the drop-down menus. 6. You may choose your own segments under Your Segments - apart from the 3 automated Partner segments. 7. This integration may require downloading a few data point to your Lyris account. You may choose to give access for this under Access Request.

8 Deploying the Integration 8 8. Under Data Collection, you can choose to have an automated or a manual solution (JavaScript Plug-in) to collect query string parameters from the landing page URL. If you choose to have an automated solution, enter your query string parameter for Message ID and Recipient ID. For a JavaScript Plug-in, contact your Adobe Consultant. 9. You may choose to have the Lyris Dashboard and bookmarks automatically generated for you. 10. Review the integration summary and click Activate. Configuration within the Lyris Labs Steps describing what to configure within Lyris following the completion of the wizard. 1. After completing the integration wizard, you must work with the Lyris Professional team to complete the integration to your Lyris HQ account and facilitate testing. 2. Add URL Query String Parameters: Verify that the URL append string is properly input into the Organization settings areas of the user interface. This should contain the campaign level ID (hq_m) and recipient level ID (hq_v). An example of a string ID is: hq_lid=149&hq_m=96843&hq_l=23&hq_v=7703a51905 Note: If you are applying Lyris s native analytics tool, Click Tracks tags all of the required variables that are added.

9 Deploying the Integration 9 Verifying the Integration Steps to verify that the Lyris/Adobe Analytics integration was successful. Once all deployment steps have been completed, you can validate that the integration is successfully transferring data. Note: It takes a few days for the data exchange to begin. Please make sure you contact Lyris after you activate the integration. 1. Navigate to your Lyris Integration within Data Connectors. Under the Support tab > Integration Activity Log, you should see events like Metric data imported successfully and/or Classification data imported successfully: 2. Now view your Lyris message reports with the appropriate metrics. In the Adobe Marketing Cloud, select Reports & Analytics. 3. Select the appropriate Report Suite. 4. Under Custom Conversions, select the Message ID Reports and choose Message ID/Message Name. Query String Param Plug-In Code Shows the Lyris plug-in code to use with Adobe Analytics. Note: Please make sure that you reserved the necessary evars in the Admin Tool of Adobe Analytics before you work with the code below. Once you know which evars you have reserved, replace evarn with the relevant evar. E.g. evar10. /* * Plugin: getqueryparam 2.3 */ s.getqueryparam=new Function("p","d","u","" +"var s=this,v='',i,t;d=d?d:'';u=u?u:(s.pageurl?s.pageurl:s.wd.locati" +"on);if(u=='f')u=s.gtfs().location;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.substring(i=" +"=p.length?i:i+1)}return v"); s.p_gpv=new Function("k","u","" +"var s=this,v='',i=u.indexof('?'),q;if(k&&i>-1){q=u.substring(i+1);v" +"=s.pt(q,'&','p_gvf',k)}return v"); s.p_gvf=new Function("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.tolowercase()==k.tolowercase())return s." +"epa(v)}return ''");

10 Deploying the Integration 10 /*in the s_doplugins function Replace N with actual evar number*/ s.evarn=s.getqueryparam("<insert Lyris QS Param>"); //places query param value from Message ID in evarn variable s.evarn=s.getqueryparam("<insert Lyris QS Param>"); //places query param value from Recepient ID in evarn variable