Live Content for Omniture

What Is Live Content for Omniture

Live Content for Omniture is an integration between the ExactTarget application and Omniture Test&Target for optimizing image offers in email after the image has been sent.

Why Use Live Content for Omniture

Use this integration to:

• Leverage your Omniture Test&Target functionality to optimize email campaign performance
• Optimize long running transactional email campaigns without stopping or rebuilding them
• Use Live Content for Omniture as a part of a multichannel marketing campaign to test the best performing creative across both email and web site offers
• Use Live Content for Omniture to test only a subset of subscribers in a list based on known attributes of each subscriber, such as customer score or gender

How ExactTarget Works with Omniture Test&Target

The following steps explain the integration between ExactTarget and Omniture Test&Target.

1. Prepare email for sending; Prepare placeholder for test image.
   Note: ExactTarget does not make requests to Omniture when previewing the email in our system to maintain test data integrity.

2. User sends the email through ExactTarget, and the subscriber opens it. 
3. When the email is opened, ExactTarget makes a request for the test image to Omniture Test&Target. 
4. Omniture logically selects the test image for this campaign.

Note: If no response from Omniture received, ExactTarget uses the default image so the user experience is not impacted.  

5. ExactTarget tracks the clicks for the entire email. Omniture tracks clicks per campaign asset or test image.
6. Based on the majority of subscriber clicks per test image, Omniture calculates the statistical confidence of the winning test image.
7. Once the marketing campaign manager determines when they are comfortable with the level of statistical confidence, they push the winning test image to the rest of the subscribers.

Note: All subsequent email-opens receive the winning test image.

The following steps detail how the campaign is managed after send:

1. Send the email to a subscriber list or group.
2. As the subscriber opens the email with the Live Content for Omniture object, ExactTarget connects to Omniture and requests any image assigned to the Test&Target Adbox as defined in step one of the creation process.
3. As subscribers begin to engage by clicking though the different image offers, Omniture Test&Target records the interactions and calculates how each recipe is performing.
4. Once a winner is determined, the campaign manager can push the wining creative to the remaining audience to improve the overall performance of the email campaign.

The following steps are necessary to create Live Content for Omniture: 

1. Create the Live Content for Omniture object using the ExactTarget application (The equivalent of an Omniture Test&Target Adbox). (See Procedure below.) 
2. Build an email and insert the Live Content for Omniture container in an email. (See Procedure below.) 
3. Create campaign with multiple recipes targeting the new Live Content for Omniture object by name using the Omniture Test&Target application. (See Procedure below.) 

Pre-Requisites

Before you can use Live Content for Omniture, the following features must be enabled on your ExactTarget account:

• Data Extensions- if using job level reporting
• Portfolio 
• AMPscript 
• Live Content for Omniture

Also, you must have the Omniture Test&Target application and an understanding of the tools and terminology. Before you can use the integration to test and target your email and microsites, you need to follow the process illustrated below.

(Optional) How to Create a Data Extension for Job Level Reporting

1. Click My Data Extensions in the Data Extensions folder located in the Subscribers tab.

The My Data Extensions workspace opens.

2. Click the Create From Template menu item.

A list of data extension templates opens in the Data Extension Templates workspace.

3. Check the Omniture Test&Target data extension template checkbox.
4. Click the Select menu item.

The Data Extension workspace opens.

5. Fill in the following fields:

• Name (required) - Name for data extension
• External Key - Unique identifier in the ExactTarget database
• Description - Textual description for the data extension
• Used for Sending checkbox - Check and select items from drop down lists if using the data extension for sending emails
• Used for Testing checkbox - Check if using the data extension for testing
• Fields - Add additional fields, as necessary - Type Name, select data type, check primary Key (if applicable), check nullable (if applicable), provide a default value

6. Click the Save button to save the data extension information and return to the My Data Extensions workspace, or click the Cancel button to not save the data extension information and return to the My Data Extensions workspace.

If you save the data extension information, the data extension will display in the Ad Impression drop down list on the New Omniture Test&Target workspace.

How to Create a New Live Content for Omniture Placeholder Object

1. Select the Omniture Test&Target item from the Live Content folder in the Content tab.

The Omniture Test&Target workspace opens.

2. Select the Create menu item.

The New Omniture Test&Target workspace opens.

3. Fill in the following fields:
   • Name (required) - The name that references the object in the ExactTarget system
   • AdBox Name (required) - The name you provide for the Adbox
   • Omniture Test&Target Client Code (required) - An Omniture variable; each Omniture client has a unique Client Code
   • Adbox Impression - Data extension that is used to record instances of the image being displayed in an email and/or a user clicking on the image
   • Targeting Parameters - Additional query string parameters
   • Preview Image - The preview image is a placeholder and is used internally and will not falsely inflate the impressions of the test.
   • Default Content Image - The image shown in case the request to Omniture Test&Target fails and/or the image used for the control group in the Test&Target campaing.
   • Width (px) (required) - Desired width of the image in the email
   • Height (px) (required) - Desired height of the image in the email
   • Ad Alt Text - Text to be displayed in the event that the image cannot be displayed in the email
4. Save the object- Upon saving the Live Content Object, the Adbox is made available for use in the Omniture Test&Target system.

How to Insert a Placeholder into an ExactTarget Email

1. Click the Content tab on the navigation bar. 
2. Click my emails.
3. Click the folder that contains the email, if applicable.
   The folder workspace opens.
4. Open or create the email to contain the live content.
5. Click Create on the content area to contain the live content.
   The wizard to create a content area opens.
6. Select an orientation and click Next.
   If you select an orientation with a space for a graphic, when you are prompted for the graphic select Live Content as the Image Type.
7. Select Omniture T&T as the Live Content Type.
8. Select the Omniture T&T placeholder as the Live Content and complete the wizard.
   The live content opens in your email preview.
9. Save the email.

How to View Properties of an Omniture Test&Target Campaign

1. Select the Omniture Test&Target item from the Live Content folder in the Content tab. 
   The Omniture Test&Target workspace opens.

2. Check the checkbox in front of the AdBox Name.
3. Click the Properties menu item.
   The Named AdBox workspace opens.

4. Review and make changes, as necessary.
5. Click the Save button to save the named AdBox and return to the Omniture Test&Target workspace, or click the Cancel button to not save the named AdBox and return to the Omniture Test&Target workspace. You also have the option to click the Delete button to permanently remove the named AdBox.

How to View Job Level Interaction via Data Lookup in Data Extension

1. Click Data Extensions in the Subscriber tab.
2. Select the checkbox next to the Live Content for Omniture data extension that you desire.
3. Click the View Data menu item.
   Every job or email send is a row of data that also contains impressions and click data associated for that job.

How to Activate the Live Content for Omniture Feature in Innovations Labs

If you are interested in receiving the Omniture Live Content feature, contact your account manager who will assist you with the following process:

1. Contact account manager

• You sign addendum
• Account manager sends user guide and test scoping workbook to you

2. Receive materials
3. Kickoff

• Account manager calls you
• Set objectives of test
• Test scoping workbook completed
• Define best practices for testing
• Define test case
• Define success criteria

4. Execute single defined test send
5. Feedback loop call

• Review send
• Review metrics
• Review process

6. Implementation summary report

• Account manager submits implementation summary document for your review

Glossary

• A/B Testing - A method of testing where a baseline control sample is compared to a variety of single-variable test samples to improve response rates. This method is a classic direct mail tactic and has been recently adopted within the interactive space to test tactics such as banner ads, emails, and landing pages. This feature in Live Content for Omniture only tests single or multiple image slots. A/B testing is a champion challenger method of testing any test image. A/B testing measures actual subscriber behavior by calculating clicks on the image, which determines the image with the most successful conversion rate. 
• Adbox - The image-only equivalent of an mBox. Used to test variations of a single image. Adboxes do not require the use of javascript. Redirect offers represent a pointer reference to a publically viewable image. Does not use javascript.
• Live Content - A utility that provides the ability to change an image at the time of open as opposed to the time of send.
• mBox - A container of HTML that Omniture Test&Target uses to deliver alternative tests, or recipes.
• Offer Optimization - A method that leverages content across multiple channels for the greatest return on investment (ROI). The marketing campaign created using segmented targeting and A/B testing can optimize your offer and create a greater ROI. Using these techniques, you exercise more control over your message and maximize your understanding of your subscribers. Once an offer is tested, the most compelling offer is distributed to the rest of the subscriber list.
• Statistical Confidence -  A statistical calculation that conveys the confidence that a winner is accurately determined.