Omniture® and Epsilon Interactive –

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
email marketing and website analysis. With most stand-alone email 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 email 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 email.
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 email communications.
o
INCREASE CAMPAIGN EFFECTIVENESS
Email 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
The automated integration between SiteCatalyst and DREAMmail offers a uniquely valuable view
of your online customer s actions. For example, one e-mail 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.
Pricing:
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.
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 email remarketing through the capture of user e-mail addresses
and then subsequently manage e-mail 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 Email Remarketing
This capability requires the capture of e-mail 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 Email Campaign Tracking
This capability tracks the results of e-mail campaign efforts including e-mails delivered, email 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 Email Remarketing features of SiteCatalyst, this information
should also be included in this privacy policy.
EMAIL REMARKETING
E-mail remarketing is the process of capturing user e-mails in order to effectively tailor marketing
messages. The process involves capturing e-mail addresses in SiteCatalyst and subsequently
delivering e-mail lists via a Data Warehouse report to DREAMmail. The implementation of e-mail
remarketing involves the use of an s.eVar (custom commerce) variable (replace s. with s_ for G
code versions) to capture e-mail 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 e-mail 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 e-mail address]'
Once the code is implemented, you can use the DREAMmail Integration Wizard in SiteCatalyst
to configure a connection with DREAMmail and send e-mail lists via Data Warehouse.
NOTE: This feature requires the Data Warehouse product of SiteCatalyst.
EMAIL CAMPAIGN TRACKING
E-mail campaign tracking is the process of labeling e-mail messages for tracking purposes. It
allows SiteCatalyst to capture e-mail campaign click-throughs and then obtain the results of
campaign efforts through the DREAMmail integration (ie. e-mail 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 e-mail 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
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.
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.
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 e-mail 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 e-mail metrics with Omniture metrics for closed-loop marketing
to the right audience with maximum effectiveness.
o
o
o
Consolidate e-mail marketing and analytics data into one reporting interface
Optimize e-mail campaigns by conversion and contribution to revenue and site
success
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
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.
Figure 5: Integration Name and e-mail address popup
Screen Step 1 of 8
11. Specify the name your system will apply to this Epsilon Interactive integration.
12. Enter the email address where you wish to receive confirmations or notices concerning
this integration.
13. Click the Next > button to continue.
Figure 6: DMConnect Configuration
Screen Step 2 of 8
14. 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 email 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 email 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.
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 8
21. Select the eVar you are using to track email addresses.
22. Click the check box next to the privacy notice.
23. Click Next > to continue.
Figure 8: Designate DREAMmail Message Id Variable
Screen Step 4 of 8
24. Select the eVar you are using to store your DREAMmail message ID within SiteCatalyst.
25. Click Next > to continue.
Figure 9: Map Metrics
Screen Step 5 of 8
26. 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
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 8
29. Select the DREAMmail Spotlight events that you want to map to the corresponding
SiteCatalyst metrics.
30. Click Next > to continue.
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.
Figure 12: Email 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 e-mail 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 email to DREAMmail.
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.
Integrated Reporting within SiteCatalyst
Figure 14: Typical Report from your Email Marketing Integration with DREAMmail
The report in Figure 14, above, presents information only available with an email marketing
integration, such as with DREAMmail from Epsilon Interactive.
Appendix A: DREAMmail Metric Definitions
Metric
Definition
Delivered
The number of email addresses to which DREAMmail successfully
delivered
the message.
Invalids
The number of messages sent that could not be delivered
because the email address was incomplete or syntactically
invalid.
Pass Alongs
The number of recipients who clicked through on a message after
it was
forwarded to them.
HTML Opens
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 email application).
Total Clicks
The total number of click-throughs for all message formats.
Delivery Errors
The number of messages that could not be delivered because of
an internal system error.
Bounce Backs
The number of pushed messages that resulted in a bounce back.
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 email
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 email customers that
started, but never
completed, a loan
application. Follow the steps
below to export an email 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 email 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
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 email 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
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.
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 email 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.
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.