This API interacts with a multi-tier architecture that delineates user interface, business logic and data access. As a result, the business logic objects can be called from processes other than the user interface. This allows the same program code to be run, regardless of whether it is executed by a user navigating the site or a remote process triggers from a client application.

This documentation is designed to help you integrate with the ExactTarget XML API, as well as to integrate your ExactTarget emails with your external datamart, customer relationship management system (CRM), or content management system.

About the ExactTarget API

Many organizations face the challenge of merging their disparate data sources in order to manage their marketing and CRM needs. Integrating customer data from your CRM package or contact management system with your email marketing software is critical to creating a personalized dialog with your customers and prospects.

ExactTarget's design features a layered, modular application that allows us to integrate with external data sources. The API allows for connections to external systems via commonly used protocols.

NOTE: The XML API is not supported in the Enterprise 2.0 edition and cannot interact with data extensions.

Business Scenarios

A variety of business scenarios must be supported through data and systems integration. These needs revolve around data integration with one of a variety of systems that are designed to support customer communication. These systems commonly include the following:

CRM packages, such as Applix, Baan, Onyx, and Siebel.
Marketing datamarts, databases, and campaign management systems, such as SAS.
Content management systems.
Portal management software.

Even two clients in similar industries, using similar CRM packages, may have vastly different requirements around their data integration needs. Therefore, these interfaces allow you to design a solution that best fits your needs.

The types of integration with these systems cover a variety of different business scenarios. However, there are common themes to the needs. These needs fall into general categories:

Manage data: Load messages, content, and subscribers into the ExactTarget system.
Remote sending: Generate communications to your constituents (subscribers) both manually and through remote, automated processes.
Receive and record subscriber tracking events: Track and measure, individually and in aggregate, the resulting activity that occurs from each communication. The activity can be as simple as an email open or can include the steps that follow a click-through and ultimately result in a sale. This information is accessible within the ExactTarget application, but you may want to receive notification and store the information within your own systems.

Manage Data

CRM packages store vast amounts of information about their customers, and content management systems store vast amounts of information about their products and services. The XML API provides many methods to get this information into the ExactTarget system through the web-based interface.

For instance, you can build email messages, load subscriber information, and upload custom content to be delivered to those subscribers in the ExactTarget application.

Many clients need a more automated system to perform these tasks. The XML API provides a means to transfer large lists of subscribers to the ExactTarget system and then subsequently manage those lists automatically. You can also upload updates to your customer information into ExactTarget so that this updated information can be used to customize and target your communications.

Once the customer information is available, messages can be built which contain custom content for those subscribers. The custom content can be easily built and managed within the ExactTarget content libraries through the web-based interfaces. If you use content management systems, you can choose to have your information remain under your CMS's management and be dynamically included in an email at the time the email is sent.

Remote Sending

ExactTarget provides secure mechanisms for our clients to send emails remotely and perform other activities within our system. Virtually any activity that can be performed through the web-based interface can be performed through our API.

For example, a CRM system identifies a list of customers that should be notified of an upcoming product launch. The system should generate the list and automatically transfer and load it into the ExactTarget system using the API so that no special user tasks are required.

Another scenario can occur when a client's campaign management software decides to trigger a communication. You may want to send an email to one or several of your customers based on an event that occurs within the campaign management system. Triggering the email communication should be automatic and not require users to move between systems. Please review the Triggered Email Scenario Guide for Developers for more information.

Track Subscriber Events

The XML allows you to record and store these individual tracking events at the subscriber level. For instance, for example, you can allow users of the CRM system to know when a particular customer received an email and whether the customer clicked on a link related to a certain service or product that you sell.

This information, which is recorded and stored within the ExactTarget Reporting Data Warehouse, can be transferred, in aggregate or individually, into your CRM system using tracking API calls.

This page was last updated by Ryan Williams on Fri, 06 Jan 2012 21:25:42 GMT.

If you require assistance with the ExactTarget application, please contact Global Support. If you wish to send Ryan direct feedback, fill out the form below:

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