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ExactTarget for Coremetrics LIVEmail3

About this Guide

This document provides conceptual and procedural information that you can use when integrating tracking data from your ExactTarget application with the web analytics capabilities of Coremetrics LIVEmail3.

Audience

This document is intended for ExactTarget users who are considering integrating or who are preparing to integrate their ExactTarget tracking data with their Coremetrics LIVEmail3 analytics package.

Prerequisites

To utilize the Coremetrics data transformation, you must use the Vertical Solutions for Retail configuration of Coremetrics LIVEmail3. Future releases will enable additional vertical solutions.

Integration with Coremetrics LIVEmail3

When a subscriber clicks a link to your website from your ExactTarget email, Coremetrics LIVEmail3 tracks the web activity. This information is powerful in focusing your marketing messaging through the web channel.

However, your web analytics data is even more powerful when connected to the subscriber information in ExactTarget. ExactTarget maintains tracking information about the emails that you send using the application, such as subscribers who opened the email message, clicked on a link in the email message, or unsubscribed from the mailing list using the unsubscribe tools available in the email message.

Integrating your web analytics data with your subscriber data from ExactTarget provides great opportunities to learn more about your subscribers. Knowing your subscribers gives you the ability to provide them with a more relevant message and realize a greater return on your email and website marketing investments. The integration allows you to compare the effectiveness of campaigns, lists-even sections of email real estate-based on metrics like page hits or conversions.

What Is Integrating ExactTarget with Coremetrics LIVEMail3

Integrating ExactTarget with Coremetrics LIVEmail3 is the process of setting up Coremetrics LIVEmail3 and ExactTarget to expect data from each other and provide the expected data. This integration combines metrics from Coremetrics regarding customer clicks and abandoned cart items with ExactTarget information on sends, clicks, bounces, and more information.

Setting up your account to integrate ExactTarget with Coremetrics LIVEmail3 requires the following steps:

  1. Tagging email links
  2. Creating data extract activities
  3. Creating file transfer locations and file transfer activities
  4. Creating a data extension to hold your remarketing data
  5. Creating an import activity
  6. Creating a program to automate and schedule the activities

What Information Does The LIVEmail Integration Provide

The LIVEmail integration imports web analytics data into your account, transforming it along the way into a series of rows that can be used to plan more specifically targeted email sends. This transformation takes data from Coremetrics and provides it to ExactTarget as a segmented, normalized text file. This file can then be imported into a data extension and used in queries to help produce targeted email campaigns.

For example, the data of an abandoned shopping cart from your website may be recorded in the following manner:

Email Address Abandoned Item Price Quantity
johndoe@example.com 123|124 $5|$20 1|2

As the ExactTarget application imports the data from Coremetrics, it transforms entries like this into separate rows based on whether delimited data is present in one or more of the columns:

Email Address Abandoned Item Price Quantity
johndoe@example.com 123 $5 1
johndoe@example.com 124 $20 2

Returning Email Send Information to Coremetrics

LIVEmail can also return data from an email send to Coremetrics for use in the web analytics process. The data returned includes the following columns:

  • Date - The date of the email send
  • JobID - The unique ID number for the email send
  • JobName - The name of the email send
  • MessageType - The type of message used in the send, such as "email"
  • ListID - The unique ID number of the subscriber list used in the email send
  • ListName - The name of the subscriber list used in the email send
  • Sent - The number of emails sent as part of the email send
  • Delivered - The number of emails delivered to user accounts as part of the email send
  • Opens - The number of emails opened as part of the email send
  • Clicks - The number of links clicked as part of the email send
  • Soft Bounces - The number of soft bounces sent as part of the email send
  • Hard Bounces - The number of bounces received from a blocked account as part of an email send
  • Total Bounces - The number of total bounces sent as part of the email send
  • Unsubscribed - The number of subscribers who unsubscribed as part of the email send
  • Subscribed - The number of recipients to subscribed to a mailing list as part of the email send
  • Forwarded - The number of times a message was forwarded as part of the email send
  • Suppressed - The number of subscribers excluded from an email send
  • Complaints - The number of complaints received as part of an email send

To move data from the ExactTarget application to your Coremetrics instance, create a data extract and import that data into Coremetrics.

Tagging Email Links

When your website is displayed in a browser, Coremetrics LIVEmail3 collects the URL used to call the page. By including ExactTarget attribute information in the URL of the links in your email, Coremetrics LIVEmail3 collects the ExactTarget information when a subscriber clicks. For example, if you include the job ID in the target URL of your links, you could identify the web traffic generated by that campaign.

Coremetrics LIVEmail3 requests the use of a specific string of attributes separated by delimiters in order to collect information on each click. That string follows the link URL and is made up of the following elements, separated by the -_- delimiter:

?CM_MMC=Vendor-_-Categories-_-lm_%%JobID%%-_-Linkname Detail

Insert your company name as the vendor, and enter the appropriate category for your link in for categories. The LM_%%JobID%% automatically draws in the JobID via AMPscript, and you enter the details for the linkname manually. For example, a link using the Coremetrics LIVEmail 3 string might look like the link below:

http://example.com/limitedtimeoffer.htm?CM_MMC=ExactTarget-_-Marketing-_-lm_%%JobID%%-_-limitedoffer1

Including the required attributes in your email links is an automatic process after ExactTarget sets up your account to include the information. Contact ExactTarget and request that the attributes be added to your links to enable integration with Coremetrics LIVEmail3.

Creating Data Extract Activities

To extract the tracking data from ExactTarget to send to Coremetrics LIVEmail3, the system needs a data extract definition with the information about the data to extract. See the How to Create a Data Extract Activity for Coremetrics LIVEmail3 procedure later in this document for step-by-step instructions.

Creating File Transfer Locations and File Transfer Activities

To send data files to a location outside of the ExactTarget application, the system needs a file transfer location to be configured with the information about where and how to transfer the file. You use the file transfer locations when you define a file transfer activity. By using an activity to configure the file transfer, you can include the activity in a program to be completed automatically and in sequence with the data extract. See the How to Create a File Transfer Activity for Coremetrics LIVEmail 3 procedure later in this document for step-by-step instructions.

Creating a Data Extension

A data extension is a database table in your ExactTarget account where you can import your remarketing information that you retrieve from Coremetrics LIVEmail3. You can send to a data extension the same way that you can send to a list. See the How to Create a Data Extension for Coremetrics LIVEmail3 procedure later in this document for step-by-step instructions.

Creating an Import Activity

After you retrieve the remarketing information from Coremetrics LIVEmail3, you use an import activity to import the data into the data extension in your ExactTarget account. See the How to Create an Import Activity for Coremetrics LIVEmail3 procedure later in this document for step-by-step instructions.

Creating a Program

A program is a group of one or more activities and/or messages that the application executes together in the order you specify.

Whether you integrate ExactTarget with Coremetrics LIVEmail3 for unified reporting, behavior-based remarketing, or both, you create a single program to contain all of the data extract, file transfer, and import activities.

See the How to Create a Program for Coremetrics LIVEmail3 procedure later in this document for step-by-step instructions.

Why Integrate ExactTarget with Coremetrics LIVEmail3

You can integrate ExactTarget with Coremetrics LIVEmail3 to gain insight into how your email marketing efforts perform in comparison to each other and to other online marketing channels. By integrating email and web analytics systems, you can achieve closed-loop marketing.

The integration with Coremetrics LIVEmail3 is designed to help you optimize your efforts and your returns. You can use the tool to perform segmentation, associate deferred conversions to campaigns, measure multi-channel impact, and generally strengthen your marketing initiatives.

Specifically, you can integrate ExactTarget with Coremetrics LIVEmail3 to:

  • Leverage ExactTarget's data and Coremetrics LIVEmail3's reporting functionality for unified reporting
  • Remarket based on the subscriber behavior on your website

Procedures

This section contains procedural information you use when integration ExactTarget with Coremetrics LIVEmail3.

Enabling the Coremetrics LIVEmail Integration

Before the data from Coremetrics LIVEmail can be used in the ExactTarget application, this data must be deployed to your ExactTarget account. Follow these steps to enable the integration between your Coremetrics instance and your ExactTarget account.

  1. Log in to your Coremetrics account and navigate to the LIVEmail screen.
  2. Create the integration by dragging the the ExactTarget icon to the integrations slot at the bottom of your screen.
  3. Enter the Export Name for your export.
  4. Choose the FTP location in the FTP Destination dropdown menu. Click the Add New Location link if you want to add a new FTP location.
  5. Choose the fields you want to include in your export.
  6. Click Save & Publish to export the data to your internal FTP site. The ExactTarget application takes the data from this FTP site and imports it into your account.

How to Configure an Coremetrics LIVEmail3 FTP Site in your ExactTarget Account

If an Coremetrics LIVEmail3 FTP site is not already configured for your account, contact your account manager or technical support. You should have your account information ready to assist with this call.

How to Create a Data Extract Activity for Coremetrics LIVEmail3

Data extract functionality must be enabled in your account before you can perform this procedure. If you do not see Data Extract in step 3, contact technical support or your account manager. After you complete this procedure, you can include the activity in a program. This extract should be created and sent to Coremetrics every day.

Use the following steps to create a data extract activity:

  1. Click the Interactions tab on the navigation bar.
  2. Click Activities.
  3. Click Data Extract.

The Data Extract workspace appears.

  1. Click Create from the toolbar.
  2. Complete the information in the Properties section:
Name The name of the activity. You use this name to identify the activity in the ExactTarget application. Subscribers cannot see the name.
External Key A value you choose that uniquely identifies the activity. You use this value to identify the activity when using the API.
Description The description of the activity. You use this description to further help identify the activity within the ExactTarget application. Subscribers cannot see the description.
File Naming Pattern

The name or naming pattern of the file:

  • The file must contain the prefix ECM_.
  • The file must be saved as a comma-delimited (.csv).
  • The file can be compressed (as in a .zip file) or not.
Extract Range Determines the date range covered by the tracking information in the extract file. Select 1 day.
Extract Type

Similar to a file type, this field determines the web analytics tools that will be able to interpret the extracted file. The value you select in this field determines the data you can include in the file in the Fields section.

Select Coremetrics LIVEmail 2 Extract.
  1.  Complete the information in the Fields section:
[Fields]

Determines the fields that appear in the data extract file. Select the checkbox next to a field name to include it in the data extract file.

The specific fields that you can select depend on the value you select in the Extract Type field. The file should not contain a header row.
NotificationEmail The email address to receive the notification email when the data extract activity completes.
  1. Click Save. The transformed file retains the same name as the original file except for the suffix -t. For example, extract.csv becomes extract-t.csv.

How to Create a File Transfer Activity for Coremetrics LIVEmail 3

You perform this procedure five times to create five file transfer activities: three to download files from Coremetrics LIVEmail3 and two to upload files to Coremetrics LIVEmail3.

Before you begin this procedure, ExactTarget must create file transfer locations to your directories in Coremetrics LIVEmail3. After you complete this procedure, you can include the activities in a program.

Use the following steps to create a file transfer activity:

  1. Click the Interactions tab on the navigation bar.
  2. Click Activities.
  3. Click File Transfer.

The File Transfer workspace appears.

  1. Click Create from the toolbar.
  2. Select the Transfer Type. Click Downloads to download files and click Upload to upload files.
  3. Complete the information in the Transfer Settings section:
File is compressed checkbox Determines whether the system uncompresses the file when the activity runs. Do not select this checkbox.
File is encrypted checkbox Determines whether the system unencrypts the file when the activity runs. Do not select this checkbox.
  1. Click Save.

How to Create a Data Extension for Coremetrics LIVEmail 3

Use the following steps to create a data extension. After you complete this procedure, you can import Coremetrics LIVEmail 3 data to the data extension.

  1. Click the Subscribers tab from the navigation bar.
  2. Click Data Extensions.
  3. Click My Data Extensions.
  4. Click the Create button.

The New Data Extension screen appears.

  1. Complete the information in the Properties section:
Name

The name of the data extension. You use this name to identify the data extension in the ExactTarget application.
External Key

A unique value that identifies the data extension. You use this value to identify the data extension with an API call.
Description The description of the data extension. You use this description to further help identify the data extension within the ExactTarget application.
  1. Complete the information in the Type section.
Used for Sending checkbox Indicates whether you intend this data extension to have messages sent to it. Select this checkbox.

 

  1. Complete the information in the Fields section for each field. Click Add to create each new field in the data extension. Use the following information to create those fields:
Name Data Type Length
Email Address Email Address 100
Product ID Viewed Text As long as necessary, depending on file
Product Category Viewed Text As long as necessary, depending on file
Product ID Carted Text As long as necessary, depending on file
Product Carted Base Price Decimal As long as necessary, depending on file
Product Category Carted Text As long as necessary, depending on file
Product ID Abandoned Text As long as necessary, depending on file
Product Abandoned Base Price Decimal As long as necessary, depending on file
Product Category Abandoned Text As long as necessary, depending on file
Product ID Purchased Text As long as necessary, depending on file
Product Purchased Base Price Decimal As long as necessary, depending on file
Product Category Purchased Text As long as necessary, depending on file
On-Site Search Terms Text As long as necessary, depending on file

 

 


Leave the Primary Key checkboxes clear for all fields in this data extension and check the Nullable checkboxes for all fields.

 

  1. Click Save.

How to Create an Import Activity for Coremetrics LIVEmail 3

You use this procedure to create three import activities, one for each file you retrieved from Coremetrics LIVEmail 3 and uncompressed. This procedure will import the data into the data extensions you created. After you complete this procedure, you include the import activities in a program.

  1. Click the Interactions tab on the navigation bar.
  2. Click Activities.
  3. Click Import.

The Import workspace appears.

  1. Click Create from the toolbar.
  2. Complete the information in the Properties section:
Name The name of the activity. You use this name to identify the activity in the ExactTarget application. Subscribers cannot see the name.
External Key A value you choose that uniquely identifies the activity. You use this value to identify the activity when using the API.
Description The description of the activity. You use this description to further help identify the activity within the ExactTarget application. Subscribers cannot see the description.
  1. Complete the information in the Source section:
File Location The location where the system can find the file. Select ExactTarget FTP.
File Naming Pattern

The name or naming pattern of the file.
File Type The type of the file to import. Select Comma Delimited (CSV).
Destination Type The type of object in the ExactTarget system to import the information in to. Select Data Extensions and the appropriate data extension for the import file.
  1.  Complete the information in the Import Action Settings section:
Update Type Determines how the import uses the content of the import file. Select Overwrite.
Error Handling Determines how the import responds to rows in the import file that do not contain required fields. Select the checkbox.
Skip import if last import was less than [x] hours checkbox

Determine whether the system does not import the file if the last successful import was more recent than the threshold.

Leave this checkbox empty.
Fail import if file is order than [x] hours. Offset by [0] hours.

Determines whether the system returns an error if the file to import is older than the threshold.

If you select this checkbox, you must enter a threshold, in hours, of how old a file can be and still be imported.

Leave this checkbox empty.
File Mapping

Determines how the import identifies the correct destination for each column in the import file. Select Map by ordinal and use the following map:

Date 1
Products 3
VisitorID 2
  1. Complete the information in the Import Completion Settings section:
Delivery Location Determines where the system delivers a file with the completion information and exceptions, if applicable.
Send notification email checkbox Determines whether the system sends a notification emails when the import is complete. If you select this checkbox, you must enter the email address to send the notification.
  1. Click Save.

How to Create a Program for Coremetrics LIVEmail 3

You can create just one program for your integration to extract and transfer both the metrics and campaign files. You must create the data extract and file transfer activities to include in the program before you perform this procedure. After you complete this procedure, you can schedule the program.
Use the following steps to create a program:

  1. Click the Interactions tab from the navigation bar.
  2. Click Programs.
  3. Click My Programs.
  4. Click the Create button from the toolbar.
  5. Complete the information in the Properties section:
    6. Name The name of the program. You use this name to identify the program in the ExactTarget application.
    External Key A unique value that identifies the program. You use this value to identify the program with an API call.
    Description The description of the program. You use this description to further help identify the program within the ExactTarget application.
  6.  Complete the information in the Notifications section:
    7. Send Status Notification checkbox Determines whether the system sends a notification email when the program completes or encounters an error. The email is sent to the user who started the program.
  7. Click Edit Process.

    8. The Program Process screen appears.

  8. Click Add task. The Interactions window appears.
  9. Select the data extract activity.
  10. Click Add task.
  11. Select the file transfer activity.
  12. Click Save.

EnhancedReporting.PNG

If you want to schedule the program, click Edit Schedule. See step 6 of the procedure How to Schedule a Program.

How to Schedule a Program

You must create the program before you perform this procedure. After you complete this procedure, you can start the program. The program will not execute according to the schedule until you start the program.

Use the following steps to schedule a program:

  1. Click the Interactions tab on the navigation bar.
  2. Click Programs.
  3. Click My Programs.
  4. Select the checkbox next to the program to schedule.
  5. Click the Schedule button.
  6. Complete the fields:
Start Date The date of the first time this program will run.
Start Time The time of the first time this program will run.
Repeats The frequency with which the program recurs. Select Daily.
Repeats Every The specifics on the recurrence of the program. Select 1.
Ends The ending information for the report. You can choose a specific date when the program ends or the number of occurrences to complete.
  1. Click Save.

How to Start a Program

You must create and schedule the program before you perform this procedure. After you complete this procedure, you can stop the program to prevent the steps that have not already started from occurring. Use the following steps to start a program:

  1. Click the Interactions tab on the navigation bar.
  2. Click Programs.
  3. Click My Programs.
  4. Select the checkbox next to the program to start.
  5. Click the Start button.
  6. Select Start using the recurring schedule as the start option.
  7. Click the Start button.
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