ExactTarget has a variety of integrations you can use to enhance your communication campaigns. To enable any of these integrations, contact your ExactTargetrepresentative.
What Is ExactTarget for Microsoft Dynamics CRM 4.0
ExactTarget for Microsoft Dynamics CRM 4.0is an integration of two applications: the ExactTarget application for email marketing functionality and Dynamics CRM 4.0 for managing your customer relationships. The integration allows you to use ExactTarget's advanced tools for building, sending, and tracking email marketing campaigns from within your CRM. You can use either the base Email Marketing instance or add additional marketing automation and workflow functionality with the Marketing Automation package.
What are Emails Sent with the ExactTarget for AppExchange Integration
Emails sent through the ExactTarget for AppExchange integration use the same creation and send process as standard ExactTarget application emails. However, the integration uses information contained within your Salesforce instance to determine who receives the emails. That information does not have to be manually imported into the ExactTarget application for your use; the integration shows your Salesforce information inside the ExactTarget application. You can make the following sends using the ExactTarget integration with Salesforce:
- Send an ExactTarget email to a single Lead or Contact, from the Lead or Contact detail page.
- Send an ExactTarget email to a Salesforce Campaign
- Send an ExactTarget email to a Salesforce Report
All aspects of creating and managing the emails that you send, such as linking attributes for Salesforce Leads and Contacts, are handled within the ExactTarget application. Refer to the ExactTarget for AppExchange User Guide for information about emails.
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 the ExactTarget and Webtrends Behavioral Remarketing Integration
ExactTarget for Webtrends takes information captures via Webtrends regarding a user's online browsing and shopping habits and imports that information into ExactTarget. That information is stored in data extensions for use in email sends. You can use ExactTarget for Webtrends to retrieve information for lead generation or for eCommerce functions, such as abandoned carts or previous purchases.
You can also use microsites and landing pages with an RSS feed to overlay your tracking data with Webtrends information.
What Is the Web Analytics Connector
The Web Analytics Connector is a collection of tools in the ExactTarget application that enable you to pass information to your web analytics tool through the links in your emails.
When your website is displayed in a browser, your web analytics tool collects the URL used to call the page. By including attributes in the target URL of the links in your email, you can connect ExactTarget data to your web analytics data. For example, if you included the campaign ID in the target URL of your links, you could identify the web traffic generated by that campaign.
There are five levels of data that you can include in your links:
- Account level
- Email level
- Campaign level
- Subscriber level
- Link level
Account-Level Data
ExactTarget account-level data is information that applies to all of the links in email messages in all campaigns sent from an ExactTarget account. For example, you could include a special attribute to identify that the web traffic originated from an ExactTarget email as opposed to another marketing channel.
You have two options for identifying web traffic as originating from an ExactTarget email. You can choose to include a special attribute, for example, src=ET. ExactTarget can set up your account to include this information automatically.
Alternately, if you give one or more attribute a name that is unique to your ExactTarget emails, the fact that those unique attributes exist can indicate that the web traffic originated from an ExactTarget email. For example, if your ExactTarget account ID attribute is named et_mid, you know that any referral that contains the et_mid attribute must have originated from an ExactTarget email. If you use this method, you do not need to set up an extra attribute to identify your ExactTarget web traffic.
For enterprise customers who maintain web analytics data associated with emails from several different child accounts, you can include an account ID to identify which account generated the web traffic. ExactTarget can set up your accounts to include this information automatically.
Email-Level Data
Email-level data is information that applies to all of the links in email messages in a campaign. For example, the campaign code is a data element that you would want to appear in all of the links in an email so that any activity from any of the links in the email can be associated to the campaign.
You can include email-level data in the links of an email manually by typing the information into the target URL when you create the link. You can also automate the process so that you enter the information once when you create the email and the ExactTarget application automatically adds it to every link.
You can include email-level data when you create a new email message, when you update the properties of an existing email message, or when you use the send wizard to send an email message. See the following procedures:
How to Include Email-Level Data when Creating a New Email
How to Include Email-Level Data with an Existing Email Message
How to Include Email-Level Data with the Send Wizard
Campaign-Level Data
By using the same campaign code across multiple email messages, you can associate the data from those messages into one larger campaign. You can use the same procedures listed in the Email-Level Data heading, but the information provided provides insight into the effectiveness of the overall campaign as opposed to a single email message.
You can also include links from SMS messages and social interactions in your campaigns, allowing you to track your subscribers' activities over multiple channels and better understand how they interact with your marketing efforts.
Subscriber-Level Data
Subscriber-level data is information about the subscriber. Subscriber-level data applies to all of the links in each email so that web traffic from the email links can be associated with the subscriber who received the email. For example, if you include the Subscriber ID in your links, you web analytics program can identify the subscriber when the subscriber clicks a link in the email. By storing the subscriber ID in a cookie, the web analytics tool can continue to track the subscriber's web activity as they progress through your site.
ExactTarget can enable your account to include subscriber attributes in the target URLs of your email links. See the procedure How to Set Up Your System to Include Subscriber-Level Data in Email Links.
Link-Level Data
Link-level data is specific to a link; this information could be different for each link in your email. For example, if you identify the quadrant of the page on which the link appears, you can compare which quadrants are most effective for generating web traffic. Also, if a particular link is associated with a coupon, you could include the coupon code as link-level data.
The ability to include link-level data in your links is already enabled in your ExactTarget account. After you set up link-level integration with your web analytics provider, you can include the information that you want to be passed to your web analytics tool in the link target when you create a link. See the procedure How to Set Up Your System to Include Subscriber-Level Data in Email Links.
This page was last updated by Adam Evans on Tue, 11 Oct 2011 12:47:50 GMT.
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