Omniture and Epsilon Interactive

Transcription

1 Omniture and Epsilon Interactive Delivering Online Marketing Results Today, many marketers do not have clear insight into the effectiveness of their online marketing programs and how these programs influence ROI. Many online marketers rely on separate, stand-alone solutions for marketing and website analysis. With most stand-alone marketing solutions, conversion reporting is limited to tracking metrics such as open-rate, click-through rate or goal completion, such as a purchase or subscription sign-up. While this information is an important factor in understanding basic behavior patterns, it does not answer critical questions such as why responders drop off websites or what paths they take to make a purchase. The integration between SiteCatalyst and DREAMmail closes the loop between responses and website behavior to deliver the marketing intelligence you need to increase revenue and campaign ROI. This tight integration enables segmentation, campaign execution and analysis across two of your most critical online channels: website and . Key Benefits Include: o LEVERAGE SITE BEHAVIOR FOR CAMPAIGN TARGETING SiteCatalyst delivers a superior solution for marketing intelligence, enabling exploration and definition of visitor segments based on website behavior. Targeted remarketing segments, such as cart abandonment, products purchased, and products viewed are available out-of-the-box through the automated integration. Any number of additional segments can be created based on key customer or prospect attributes. These segments are then fed into DREAMmail, providing the intelligence to execute targeted, timely and personalized communications. o INCREASE CAMPAIGN EFFECTIVENESS campaigns created in DREAMmail are automatically appended with a unique campaign identifier. Campaign information is then automatically transferred from DREAMmail to SiteCatalyst where you can analyze campaign ROI, cost-per-acquisition and the performance of DREAMmail campaigns. SiteCatalyst also correlates campaign responses with traffic and site behavior data to reveal high-value patterns, such as an offer for a certain product that increases sales of another. With this integration, you can synchronize campaign information between the two solutions in order to get instant feedback and to optimize campaign effectiveness. o CONDUCT HIGHLY EFFECTIVE REMARKETING By using the automated integration between SiteCatalyst and DREAMmail you can easily target visitors who displayed an interest in a particular product, but did not complete the desired sale. As a simple illustration, if a visitor adds a product to her shopping cart, but after viewing the shipping price abandons the cart, you can now create a segment for these instances, and use DREAMmail to send a re-marketing offer that includes free shipping. o UNDERSTAND THE ENTIRE CONVERSION FUNNEL Pricing: The automated integration between SiteCatalyst and DREAMmail offers a uniquely valuable view of your online customer s actions. For example, one campaign for a product offer may have a high click-through rate, but a low order conversion rate. Fall-out reporting in Omniture SiteCatalyst provides marketers with the intelligence to determine if the low conversion rate is due to product display, price, shipping costs, or other factors. Omniture o There are fees associated with this integration. Please contact your account representative for pricing details. Epsilon Interactive o There are fees associated with this integration. Please contact your Epsilon account representative for pricing details.

2 What You Should Know Before Activating This Integration The integration of Omniture s SiteCatalyst and Epsilon Interactive s DREAMmail application provides the ability to perform remarketing through the capture of user addresses and then subsequently manage campaigns. This process provides a powerful tool to your organization through the best features of both products. The integration is composed of two pieces: o Remarketing This capability requires the capture of addresses in SiteCatalyst, which are then sent to DREAMmail via a Data Warehouse report. This Data Warehouse report can be scheduled as a one-time or recurring event, or run on an ad-hoc basis. o Campaign Tracking This capability tracks the results of campaign efforts including s delivered, e- mail opens, views, etc. The remainder of this document focuses on the implementation steps to enable the successful integration. NOTE: A prerequisite to the implementation is that you have already configured a connection to the DREAMmail system in SiteCatalyst. Additionally, Omniture recommends you include information pertaining to the details of your web analytics tracking in your site privacy policy including what information is tracked and how it will be used. If you plan to use the Remarketing features of SiteCatalyst, this information should also be included in this privacy policy. REMARKETING remarketing is the process of capturing user s in order to effectively tailor marketing messages. The process involves capturing addresses in SiteCatalyst and subsequently delivering lists via a Data Warehouse report to DREAMmail. The implementation of remarketing involves the use of an s.evar (custom commerce) variable (replace s. with s_ for G code versions) to capture addresses. The following code can be used to capture this information, which can be placed on a variety of pages, including user login, form submittal, and other pages where addresses are captured. NOTE: The use of evar1 is for illustrative purposes only. You are welcome to use any available evar variable. s.evar1='[insert address]' Once the code is implemented, you can use the DREAMmail Integration Wizard in SiteCatalyst to configure a connection with DREAMmail and send lists via Data Warehouse. NOTE: This feature requires the Data Warehouse product of SiteCatalyst.

3 CAMPAIGN TRACKING campaign tracking is the process of labeling messages for tracking purposes. It allows SiteCatalyst to capture campaign click-throughs and then obtain the results of campaign efforts through the DREAMmail integration (ie. opens, views, sends, etc.). The following SiteCatalyst code is required as part of the implementation process. This code uses the s.campaign variable to capture the value of a DREAMmail-specific query parameter called "sssdmh." However, you can also use any available evar to capture this value. SITECATALYST AND DREAMMAIL INTEGRATION PLUG-IN CODE The DREAMmail integration requires specific SiteCatalyst code plug-ins/functions (getcgi for G Code; getqueryparam for H Code); these plug-ins must be installed in the plug-ins section of your SiteCatalyst JavaScript file in order for the code below to work correctly. In addition, this code is compatible with existing implementations of the s.campaign variable for capturing existing campaign codes. This code checks for the existence of the DREAMmail "sssdmh" variable, and if found, will copy the "sssdmh" campaign value into the s.campaign or s.evar variable that you have designated for use in campaign tracking. If the "sssdmh" campaign value is not found, the code will continue to search for the "cid" campaign value. Consult with your Implementation Consultant or Omniture Live Support if these plug-ins are not present in your Javascript SiteCatalyst collection code. G Code /* Plugin Config */ var s_useplugins=true function s_doplugins() { /* Add calls to plugins here */ // External Campaigns // Check for the existence of the DREAMmail query string variable sssdmh s_vp_getcgi('temp','sssdmh'); if(s_vp_getvalue('temp')) s_vp_getcgi('s_campaign','sssdmh'); if(!s_vp_getvalue('s_campaign')) { // If a blank string is found, grab the campaign code s_vp_getcgi('s_campaign','cid') } } H Code /* Plugin Config */ s.useplugins=true function s_doplugins(s) { /* Add calls to plugins here */ // External Campaigns // Check for the existence of the DREAMmail query string variable sssdmh if(s.getqueryparam('sssdmh')) s.campaign = s.getqueryparam('sssdmh'); if(!s.campaign) { // If a blank string is found, grab the campaign code s.campaign = s.getqueryparam('cid'); } } s.doplugins=s_doplugins

4 Setting Up the Integration The following procedures assume that you are a licensed SiteCatalyst user and that you have opened SiteCatalyst to the home page. 1. Log in to SiteCatalyst. 2. Click the Genesis tab. You will see the power of Omniture Genesis in the following steps. The options or choices presented to you may differ from those shown here. Figure 1: Opening screen in Genesis (example) As you have not yet activated any of your partners, the resource icons exist in the directory to the left. Do you notice the link in the upper left-hand corner labeled Genesis Showcase? If you click on that, you can get more information about some of the partnerships available through Omniture Genesis. Take the following steps to activate with DREAMmail: 3. With your mouse cursor changing to the 4-pointed arrows, hover over the appropriate icon in the list on the left side of your screen. 4. Left click your mouse and hold in the mouse button while dragging the icon to an empty outlined area to the right; see Figure 2, below. This will plug the Epsilon Interactive icon into SiteCatalyst and begin the integration process. 5. In Figure 3, below, Epsilon Interactive has been dropped into the upper left hand outline, but the dashed lines indicate that integration has not been accomplished. 6. When Integration is complete, not only does the Icon appear firmly locked in place but it appears in the table at the bottom of the screen in the Genesis list. From the list you have link options to Edit or to Deactivate the DREAMmail application.

5 Figure 2: Dragging the Epsilon Interactive icon into place When the icon is dropped into an available Genesis slot it will stay place; however, the outline remains dotted and unconnected, as shown below in Figure 3. Figure 3: Icon dropped to begin activation 7. As soon as the Epsilon Interactive icon is dropped into place, a series of pop-ups will appear. Complete the information and confirmation steps in these pop-ups to activate your new integration.

6 The following information, steps and screens will walk you through your activation process. The first popup, shown below in Figure 4, starts off with a question and then answers that question as follows: WHY INTEGRATE WITH DREAMMAIL? Current DREAMmail customers can increase returns from marketing. Understand campaign effectiveness from almost any angle, then remarket to customers based on cart abandonment, product purchases, product views and more. This integration will automatically synchronize metrics with Omniture metrics for closed-loop marketing to the right audience with maximum effectiveness. o Consolidate marketing and analytics data into one reporting interface o Optimize campaigns by conversion and contribution to revenue and site success o Remarket to key visitors and market segments based on cart abandonment, product purchases, product views, and much more spanning current and historical data (up to 90 days prior to activation) The preceding information was taken from top part of the following screen. Further information is provided in Figure 4, below. Figure 4: Prepare for the Integration Wizard

7 8. Read and understand all the information, both on the popup and at the links. a. Click on the link for Executive Overview with Pre-Requisites and be sure you understand and can agree with them. b. If you need more information about the application before proceeding, click on Click Here to learn more about Epsilon Interactive. 9. To proceed with activation, click in the Acceptance check box, then click on the Next > button. (The text from that statement is repeated in the Caution note placed below this figure.) If you are not ready to proceed at this time, click the Cancel button in the lower right-hand corner. 10. Your next popup screen is labeled Step 1 of 8. From here you are performing the actual integration procedures. CAUTION: Do NOT check this box and then click the Next > button until you are in full agreement with the terms discussed above and with the following statement which appears next to the checkbox: By activating the integration, I understand my company may incur fees as described above (see Fees Associated with This Integration). As an authorized representative of my company, I agree to the accompanying terms and to pay any applicable fees associated with this integration.

8 Figure 5: Integration Name and address popup Screen Step 1 of Specify the name your system will apply to this Epsilon Interactive integration. 12. Enter the address where you wish to receive confirmations or notices concerning this integration. 13. Click the Next > button to continue.

9 Figure 6: DMConnect Configuration Screen Step 2 of Type the name of the DREAMmail server. 15. Type the username and password for the DREAMmail user account you have created for SiteCatalyst integration. 16. Type your DREAMmail client information. 17. Your client name and site name each map to a specific SiteCatalyst report suite, and outgoing is connected to your site name. If you need assistance determining this information, consult your Epsilon Interactive Account Manager. 18. (Optional) Type the ftp host information. 19. SiteCatalyst uses secure FTP to export addresses to DREAMmail. If you do not enter an FTP host, SiteCatalyst will not be able to export your list back to DREAMmail. 20. Click Next > to continue.

10 NOTE: You may notice that there is no step three in the integration process. Step three is only presented if you enter an FTP host to which SiteCatalyst can export campaign data back to DREAMmail. Otherwise you will be taken directly to step four in the integration process. Figure 7: Designate DREAMmail Campaign Variable Screen Step 3 of Select the evar you are using to track addresses. 22. Click the check box next to the privacy notice. 23. Click Next > to continue.

11 Figure 8: Designate DREAMmail Message Id Variable Screen Step 4 of Select the evar you are using to store your DREAMmail message ID within SiteCatalyst. 25. Click Next > to continue.

12 Figure 9: Map Metrics Screen Step 5 of Select the DREAMmail metrics that you want to map to the corresponding SiteCatalyst metrics. The most common metrics selected include the following: 1. Delivered 2. HTML Opens 3. Total Clicks See Appendix A for a table of DREAMmail metrics and their definitions. 27. Click the box labeled Check here to import your DREAMmail Spotlight events if you would like to import this from DREAMmail. 28. Click Next > to continue. CAUTION: Choosing events already being used for other data tracking purposes can damage your SiteCatalyst data. Additionally, if you later decide to change these metrics, this will affect the validity of future reports. Also, you will need to ensure that the events that you choose for this integration are numeric or incrementor events. You can check this by clicking Admin > Report Suites, then selecting the report suite for which you are setting up the integration and clicking Edit Settings > Commerce > Success Events. The type column value should be numeric for all

13 events that you will be using in the integration. For more information on this, please contact Omniture Live Support. NOTE: You may notice that there is no step six in the integration process. Step six is only presented if you choose to import DREAMmail Spotlight events. Otherwise you will be taken directly to step seven in the integration process. Figure 10: Map Metrics Screen Step 6 of Select the DREAMmail Spotlight events that you want to map to the corresponding SiteCatalyst metrics. 30. Click Next > to continue.

14 Figure 11: Data Source Summary Screen Step 7 of 8 This screen confirms your integration configuration. If there is anything you have entered that you need to change, do it now by clicking the < Back button until you reach the affected screen. 31. Click the Save button to finish your DREAMmail Integration process.

15 Figure 12: marketing integration complete Screen Step 8 of 8 This screen confirms that all of your steps have been completely and correctly performed. It also informs that SiteCatalyst will automatically import your DREAMmail campaign data daily for the previous day, and that you can export an list from SiteCatalyst to DREAMmail using Data Warehouse. 32. Click the Close button to accept the confirmation. The integration will automatically process up to 90 days of historical data and then daily from the date on which the integration is enabled. See Appendix B for more information on configuring a Data Warehouse report to deliver an e- mail to DREAMmail.

16 Figure 13: Fully Integrated with SiteCatalyst (example) At the SiteCatalyst Genesis screen, you will find the Epsilon Interactive icon locked into place, again confirming that the integration process was completed satisfactorily. The integration process is now complete. You should see Epsilon Interactive listed at the bottom of the Genesis screen. To edit or to deactivate the DREAMmail integration, click on the appropriate link in the list.

17 Integrated Reporting within SiteCatalyst Figure 14: Typical Report from your Marketing Integration with DREAMmail The report in Figure 14, above, presents information only available with an marketing integration, such as with DREAMmail from Epsilon Interactive.

18 Appendix A: DREAMmail Metric Definitions Metric Delivered Invalids Pass Alongs HTML Opens Total Clicks Delivery Errors Bounce Backs Definition The number of addresses to which DREAMmail successfully delivered the message. The number of messages sent that could not be delivered because the address was incomplete or syntactically invalid. The number of recipients who clicked through on a message after it was forwarded to them. The number of unique subscribers who opened HTML-format messages (including messages previewed in Microsoft Outlook as well as autosense messages opened in an HTML-capable application). The total number of click-throughs for all message formats. The number of messages that could not be delivered because of an internal system error. The number of pushed messages that resulted in a bounce back.

19 Appendix B: Data Warehouse for DREAMmail Export You may wish to use the exporting capabilities of SiteCatalyst Data Warehouse to generate a customer list that can be used for highly targeted and timely re-marketing and cross-selling campaigns. For example, you may choose to generate a re-marketing list based on successful campaigns. With this information, a retailer may wish to offer a related accessory to all customers that purchased a specific item in the last month, while a media company may target all visitors that visited a specific site section. Generating a remarketing list of customers who did not purchase goods or services allows for targeted re-marketing to this audience. A retailer may choose to remarket by offering free shipping to all customers who abandoned their shopping cart after viewing the shipping cost page, while a financial site may customers that started, but never completed, a loan application. Follow the steps below to export an list back to DREAMmail. 1. Log in to SiteCatalyst. 2. Click the Advanced Analysis tab. 3. Click Custom Data Warehouse Report. 4. Enter the name of the request. If you want to replace the existing DREAMmail list, this name should match the list name you are exporting to in DREAMmail. Alternatively, you may wish to enter a different list name (you may have multiple lists). Additionally, request names should be

20 alphanumeric, as SiteCatalyst will remove all spaces and non-alphanumeric characters from your request name when processing your request. 5. Select the date range. You may use a relative (preset) date range and select from a list of preset date ranges, or you can specify an absolute (custom) date range Additionally, leave the granularity set at None because granularity settings typically do not apply when exporting lists. 6. Choose a segment. You can select a segment from the list of previously defined available segments, or you can create a new segment by clicking Add New. The Segment Definition Builder is used to create a new segment. Refer to Creating a New Segment Definition in this document. 7. In the Breakdown Column, click the Custom Insight tab. 8. Select the DREAMmail evar. 9. In the Schedule Delivery Options, click Advanced Options. In the Delivery Options window, you can set the delivery method and frequency for the data. For more information, refer to Scheduling Data Warehouse Request Delivery Options. 10. Click Request this Report. Depending on the amount of data being processed, Data Warehouse requests may take up to 72 hours to process. CREATING A SEGMENT DEFINITION 1. From the Choose a Segment Definition portion of the Data Warehouse Request Form, click Add New to display the Segment Definition Builder. 2. From the Components list of the left, drag and

21 drop an item onto the Include panel. For example, in the example to the right, Orders is being dropped into the segment. 3. Click the Click to Define Here link.

22 4. Define the rules that must be followed to define the component. In this case the order has been set to include those orders where the DREAMmail evar contains the symbol, where the tracking code contains DM, and the days since the last purchase is greater than one. 5. When you have created the filter to include all the necessary rules, click OK. Repeat this process until you have defined the segment definition as desired. SCHEDULING DATA WAREHOUSE DELIVERY OPTIONS 1. In the Data Warehouse Request Form, click Advanced Options in the Schedule Delivery section. 2. Leave the File Format check boxes blank. These settings typically do not apply when exporting lists. 3. Leave the filename as <Default>. 4. Under the File Destination section, click the Partner tab. 5. From the Partner tab, select DoubleClick. 6. From the Product drop-down list, select DARTmail. 7. If you wish to schedule the delivery, click the Schedule Delivery button. 8. Select the one-time or recurring delivery option and select the date, time, and/or frequency and end of the delivery. 9. Click OK.

23 Once the segment and scheduled delivery are defined, Omniture will generate the remarketing list at the scheduled time. The remarketing list will then be sent to Epsilon Interactive. You can then work directly with Epsilon Interactive to determine which campaigns are to be used with the remarketing list.