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ExactTarget for Omniture

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 Omniture GenesisT.

You must purchase additional features and services in order to use Omniture Genesis with your ExactTarget account. Please contact your ExactTarget representative for more information on integrating Omniture Genesis with ExactTarget.

Audience

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

Integration with Omniture

When a subscriber clicks a link to your website from your ExactTarget email, Omniture 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 Omniture

Integrating ExactTarget with Omniture is the process of setting up Omniture and ExactTarget to expect data from each other and provide the expected data. The two primary business purposes for integrating ExactTarget with Omniture are:

Integrating ExactTarget with Omniture for unified reporting sets up ExactTarget to include subscriber and campaign identifiers in the URLs of email links so that Omniture can capture the data when a subscriber clicks a link.

Integrating ExactTarget with Omniture for behavior-based remarketing sets up Omniture to create three lists of subscribers based on their behavior on your website after clicking a link in an email. You can then use those lists of subscribers to focus your continuing email marketing effort based on the subscriber behavior. The three lists created by Omniture are:

  • Cart Abandonment - visitors who abandoned their shopping cart and the products that were in the cart at the time.
  • Product Views - visitors who viewed products and what products they viewed.
  • Product Purchase - visitors who purchased products and what products they purchased.

Setting up your account to integrate ExactTarget with Omniture 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

Tagging Email Links

When your website is displayed in a browser, Omniture collects the URL used to call the page. By including ExactTarget attribute information in the URL of the links in your email, Omniture 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.

Omniture requests the use of two attributes in your email links:

  • ET_CID - This is the job ID. It identifies the email send.
  • ET_RID - This is the subscriber ID or subscriber key. It identifies the subscriber who received the email.

Note: Whether you use the subscriber ID or the subscriber key to identify your subscribers depends on how you use the identifier within the ExactTarget application as well as in your other business application. See the Subscriber Key Guide for more information on this feature.

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 Omniture.

Creating Data Extract Activities

To extract the tracking data from ExactTarget to send to Omniture, the system needs a data extract definition with the information about the data to extract. The following data extracts are necessary:

  • Metrics - This contains tracking information for each day's sends.
  • Campaigns - This contains identifying information about each day's sends.

See the How to Create a Data Extract Activity for Omniture procedure later in this document for step-by-step instructions. See the Activities Guide for more information about the data extract activity.

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. The file transfer locations must be created for your account by ExactTarget. The following three file transfer locations are created:

  • Root - This location is where ExactTarget retrieves remarketing files from.
  • Metrics - This location is where ExactTarget puts tracking data for each day.
  • Campaigns - This location is where ExactTarget puts metadata about a send for segmentation. This includes the send information such as the email name and whether the email send was triggered or user-initiated.

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.

You create a total of five file transfer activities:

  • Upload the campaigns file to the Campaigns location
  • Upload the metrics file to the Metrics location
  • Download and unzip the Cart Abandonment file from the Root location
  • Download and unzip the Product View file from the Root location
  • Integration with Omniture
  • Download and unzip the Product Purchases file from the Root location

See the How to Create a File Transfer Activity for Omniture procedure later in this document for step-by-step instructions. See the Activities Guide for more information about the file transfer activity.

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 Omniture. You must use a user-initiated or a triggered send to send to subscribers on a data extension.
You create three data extensions to contain each of the files that you download from Omniture:

  • Cart abandonment segment
  • Products viewed segment
  • Products purchased segment

See the How to Create a Data Extension for Omniture procedure later in this document for step-by-step instructions. See theData Extensions Guide for more information about data extensions.

Creating an Import Activity

After you retrieve the remarketing information from Omniture, you use an import activity to import the data into the data extension in your ExactTarget account.

You create three import activities to import each of the files that you download from Omniture:

  • Cart abandonment segment
  • Products viewed segment
  • Products purchased segment

See the How to Create an Import Activity for Omniture procedure later in this document for step-by-step instructions. See the Activities Guide for more information about the import activity.

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 Omniture 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 Omniture procedure later in this document for step-by-step instructions. See the Programs Guide for more information about programs.

Why Integrate ExactTarget with Omniture

You can integrate ExactTarget with Omniture 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 Omniture 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 Omniture to:

  • Leverage ExactTarget's data and Omniture'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 Omniture.

 

To complete these procedures, you need the Integration ID provided by Omniture. The filenames used in these procedures includes the Integration ID, and you will need to insert that ID in order to complete these procedures. You can find the Integration ID on the Integration Details screen for ExactTarget within Omniture Genesis. 

How to Configure an Omniture FTP Site in your ExactTarget Account

If an Omniture FTP site is not already configured for your account, contact your account manager or technical support. You should have the following information available:

  • Your Suite number
  • Your Suite name

How to Create a Data Extract Activity for Omniture

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.

You perform this procedure twice to create two data extract activities: one to extract your metrics file and another to extract your campaign file. Before you begin this procedure, ExactTarget must enable data extract activities for your account. After you complete this procedure, you can include the activity in a program.

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.

  • For the metrics file, use the following pattern:

%%Year%%-%%Month%%-%%Day%%_<SuiteName>_Metrics_<IntegrationID>.tab

  • For the campaign file, use the following pattern: 

%%Year%%-%%Month%%-%%Day%%_<SuiteName>_Campaign_<IntegrationID>.tab
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.

  • For the metrics file, select Omniture Metrics
  • For the campaign file, select Omniture Campaign
  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.
NotificationEmail The email address to receive the notification email when the data extract activity completes.
  1. Click Save.

How to Create a File Transfer Activity for Omniture

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

Before you begin this procedure, ExactTarget must create file transfer locations to your directories in Omniture. 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 Download for the three activities to download files and click Upload for the two activities to upload files.
  3. 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 file transfer location associated with the file. Select Omniture FTP
File Naming Pattern

The name or naming pattern of the file.

  • For the metrics file, use the following pattern:

%%Year%%-%%Month%%-%%Day%%_<SuiteName>_Metrics_<IntegrationID>.tab

  • For the campaign file, use the following pattern:

%%Year%%-%%Month%%-%%Day%%_<SuiteName>_Campaign_<IntegrationID>.tab

  • For the Product View file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Product_Views_Segment_<IntegrationID>.zip

  • For the Product Purchase file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Product_Purchases_Segment_<IntegrationID>.zip

  • For the Cart Abandonment file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Cart_Abandonment_Segment_<IntegrationID>.zip
  1. 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 Omniture

Use the following steps to create a data extension. You should create three data extensions, one for each of the files you download from Omniture. After you complete this procedure, you can import data to the data extensions.

  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. For example, you could use the following names:

  • Cart Abandonment Segment for the first data extension
  • Product Views Segment for the second data extension
  • Products Purchase Segment for the third data extension
External Key

A unique value that identifies the data extension. You use this value to identify the data extension with an API call. For example, you could use the following values:

  • Cart_abandon for the first data extension
  • Product_View for the second data extension
  • Products_Purchase for the third data extension
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
Relates to Subscirbers on Select VisitorID in the first field and Subscriber ID in the second field.
  1. Complete the information in the Fields section for each field. Click Add to create a new field in the data extension.
Name

The name of the column. You can use the following column names for each data extension:

  • Date
  • VisitorID
  • Products
Data Type

The data type of the contents of the field. Use the following types:

  • Date field - Date
  • VisitorID - Text
  • Products field - Text
Length

The maximum number of characters, including spaces, that you can import into this column. Use the following field lengths:

  • Date field - n/a
  • Products field - 100
  • VisitorID field - 100
Primary Key Determines whether the ExactTarget system considers this field to be the primary key of the table. Leave this checkbox cleared for all of the fields.
Nullable Determines whether this column can be empty. Leave this checkbox cleared for all of the fields.
    NOTE: These are the default column names for a data extension to be used with Omniture, but your Omniture account can make use of custom column names. Be sure to include any custom column names your Omniture account may use, and contact your Omniture representative with any questions about custom column names.
  1. Click Save.

How to Create an Import Activity for Omniture

You use this procedure to create three import activities, one for each file you retrieved from Omniture 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.

  • For the Product View file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Product_Views_Segment_<IntegrationID>.csv

  • For the Product Purchase file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Product_Purchases_Segment_<IntegrationID>.csv

  • For the Cart Abandonment file, use the following pattern:

%%Year%%%%Month%%%%Day%%_Cart_Abandonment_Segment_<IntegrationID>.csv
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 Omniture

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:
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.
  1.  Complete the information in the Notifications section:
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.
  1. Click Edit Process.

The Program Process screen appears.

  1. Click Add task.

The Interactions window appears.

  1. Select the metrics data extract activity.
  2. Click Add task.
  3. Select the campaign data extract activity.
  4. Click Add step.
  5. Select the metrics file transfer activity.
  6. Click Add task.
  7. Select the campaign file transfer activity.
  8. Click Save.
  9. 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. See the Programs Guide for information on stopping a program.
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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