Linking Alterian Email Manager Plugin to Campaign Manager Deployments
- Ben Clark
Business case
Our customer has been using the Alterian Email Manager plugin to send out abandoned basket emails.
The creative within Email Manager has been built using variables and conditional content pulling in the specific items abandoned in the basket. As the basket items are likely to be different each time and new items may be added at any time it's not possible to proactively create specific tracking events to enable tracking of each individual item.
What is in place is a generic event to track clicks on each item in the basket. Basket item 1, basket item 2 etc. These events are pulled into Campaigns from Email Manager and give a view on the number of clicks. However, it does not give a view on which specific items are change response rates.
The customer would like more information on what the items in the basket and email were at the time of the click. They can then asses which are more likely to elicit clicks and generate revenue.
Email Manager does not store an accurate long-term item value and a customer may move through the same rule more than once.
Solution
The DDE Email Manager Kettle Plugin has an "Import Id Destination field". This ID is provided to DDE from Email Manager when the deployment is sent populating this field and allows the user to understand which specific deployment the records in the rule were sent to.
A field (constant) will need to be created to hold the value in the Rule and this is selected in the field drop down. In this case the field EM_ImportIDField has been used.
To use the information in Campaigns/ Engine output the Email data to an S3 Bucket for those who were successfully sent the abandon basket emails. Ensure the Importid (EM_ImportIDField) added by the Email Manager plugin and a recipient identifier is included in the exported data. In this business scenario also include the specific basket item information. Add suitable error handling to the rule.
If many rules require this level of reporting it may make sense to use the same export location for each one as an output and engine load process will be required.
Email Manager has been adjusted to provide the ImportID in the standard SEV contact data feed.
Create a process to regularly Import this rule data from your chosen S3 bucket into Engine.
You are now able to link between the DDE data loaded in, including the specific basket items with the SEV contact table via the importId and recipient identifier that is present in both.
Now these tables are linked our customers will be able to analyse in more depth what specific items were in the basket and whether these had an impact click rates.