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Documentation Wiki > ExactTarget > Solution Guides > Webtrends Behavioral Remarketing Solution

Webtrends Behavioral Remarketing Solution

From $1

    About this Guide

    This document provides conceptual, scenario, and procedural information about how to use ExactTarget features to create a transactional email that encourages first-time buyers to make a second purchase within a short period of time in order to promote loyalty to the website and retail outlet

    Prerequisites

    Users must have an account with Webtrends to use this solutions guide.

    New Buyer Welcome Retention Offer

    Incentives can encourage subscribers to take action that benefits you and them and helps you build a stronger relationship. With the behavioral remarketing solution, you can provide incentives to encourage subscribers to make a second purchase shortly after their first one, in an effort to promote loyalty to the retailer and make the subscriber a regular customer.

    What Is the New Buyer Welcome Retention Solution

    The new buyer welcome retention solution is the process of offering a subscriber an incentive to return to the retailer's website by offering them a discount on a second purchase. That incentive increases as the potential abandoned revenue increases, giving buyers more incentive to purchase from you again.

    You track purchase data via a Webtrends New vs. Repeat Buyer report, then use ExactTarget to filter out the new buyers. Also in ExactTarget , you create transactional purchase emails for a discount offer for all new customers and a larger offer for new customers who abandoned a high-value shopping cart. Create an ExactTarget program to import Webtrends data, segment the included subscribers and send the appropriate emails. Next, create an ExactTarget data extension to house the data imported from Webtrends. Finally, run the ExactTarget program, analyze the data from all email sends in Webtrends, and create other appropriate remarketing programs as needed.

    Why Use a New Buyer Welcome Retention Solution

    Use a new buyer welcome retention solution to strengthen your relationship with a subscriber by giving them an incentive to return to your website and make another purchase, increasing the likelihood that they will continue to shop at your site and become a loyal customer. The data gathered about shopping behavior can help you make better use of your incentive dollars and attract and retain higher value customers over a long period of time.

    Scenario

    Northern Trail Outfitters knows that first-time buyers are more likely to become loyal shoppers if they make a second purchase within a short timeframe. First-time buyers receive an email with an offer for 10% off their next purchase. First-time buyers who have abandoned a cart with $100+ in merchandise receive an email with an offer for 20% off their next purchase.

    How It Looks

    New customer Jill James recently made a purchase from Northern Trail Outfitters, and the company is using the new buyer welcome retention solution to help retain customers like Jill.  A few days after her transaction is complete, she receives the following transactional email:

    1.PNG

    When Jill returns to Northern Trail's online store and enters the promotional code, the discount is placed on her order.

    New buyer Max Reeves abandons a cart with $100 or more in merchandise during a visit to the online store. Northern Trail sends the following email to encourage Max to become a repeat buyer from Northern Trail:

    2.PNG

    How It Works

    To make this solution work, Northern Trail created the following component parts:

    • A Webtrends New vs. Repeat Buyer Report
    • An ExactTarget data extension to house Webtrends data
    • An ExactTarget Program to import Webtrends data, segment new buyers into a separate list, and send emails with dynamic content to those buyers
    • Two transactional purchase emails:
      1. Offer for 10% off future purchase
      2. Offer for 20% off future purchase for high value cart abandoners

    Subscriber Behavior Tracking Report

    In Webtrends, Northern Trail creates a report that details the activities of new buyers and repeat buyers. This report also tracks information about these buyers, including how long they stayed on the site, what pages and products they viewed, and how much product they abandoned during their visit.

    3.PNG

    Once the report has been created, use the Webtrends Data Scheduler to deliver the file to any FTP location. From there, use the Import activity under the Interactions tab in Exact Target to moves the data into the ExactTarget system.

    Data Extension

    Northern Trail creates a data extension in ExactTarget to hold the shopping behavior report and use for the email sends that contain the offers.

    4.PNG

    It contains the user information and the information necessary to determine which offer the buyer will receive.

    Program

    Northern Trail creates a program that imports the Webtrends report data into the data extension.

     5.PNG

    The program then filters out new buyers from the overall list into a new data extension.

    6.PNG

    Finally, the program automatically triggers email sends with the appropriate offer to those buyers. The program runs every day at 8am.

    Every time the program runs, it identifies new buyers and triggers email sends with the appropriate offer.

    7.PNG

    Transactional Purchase Emails

    Northern Trail uses the ExactTarget system to create two emails:

    1.The 10% discount on next purchase offer within 30 days for new customers

    2.The 20% discount on next purchase within 30 days offer for new customers that abandoned shopping carts with $100 or more in merchandise

    8.PNG

    Both emails use dynamic content rules to determine which offer the subscriber receives. The final emails contain the offer and the appropriate promo code for that new buyer. Webtrends tracks whether and how the promo code is used and returns the performance of the campaign to Northern Trail.

    9.PNG

    Procedures

    This section contains a list of the procedures you may use when enabling a remarketing solution in the ExactTarget application.

     

    How to Create a Data Extension

    Use the following steps to create a data extension. After you complete this procedure, you can import data to the data extension and create a data relationship.

    1. Click the Subscribers tab from the navigation bar.
    2. Click Data Extensions.
    3. Click the Create button. You have three options:
      • New Data Extension: creates a brand new data extension
      • Copy of an Existing Data Extension: creates a copy of an existing data extension's schema
      • Data Extension based on a Template: creates a data extension based on a template in the application that you select
    4. Complete the information in the Properties section:
      • Name - Name of the data extension. Use this name to identify the data extension in the  ExactTarget application.
      • External Key - A unique value that identifies the data extension. Use this value to identify the data extension with an API call.
      • Description - Description of the data extension. Use this description to further help identify the data extension within the ExactTarget application.
    5. Complete the information in the Type section.
      • Used for Sending checkbox - Indicates whether you intend this data extension to have messages sent to it. This checkbox determines whether the data extension is available to use as part of a user-initiated send.
        If you select this value, you must complete the following fields:
        • Relates to subscribers on - If you select the Used for Sending checkbox, this field determines the field in the data extension that relates to the Subscriber table.
        • Used for Testing checkbox - If you select the Used for Sending checkbox, this field indicates whether you intend this data extension to have test messages sent to it.
      NOTE: You must include a field with the Email Address data type for email sends or a Phone data type for SMS sends in a sendable data extension with no other information that relates to an existing subscriber. If the Email Address or Phone data types are not present, the subscriber will not receive any messages sent using the data extension.
    6. 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
      • Data Type - The data type of the contents of the field. Valid values include:
        • Text - A combination of letters, numbers, and spaces.
        • Number - An integer. Decimal values are not supported.
        • Date - A system date. You can use an AMPscript function to format this value when you present it in a message.
        • Boolean - A 0 or 1 value.
        • Email Address - An email address. A field of this type must exist in order for you to send an email to a data extension. Note: ExactTarget does not verify that the value in this field is a valid email address when importing data.
        • Phone - A phone number. This data type accepts accepts any string with 10 or 11 digits in it and strips out non-digit characters.
        • Decimal - A number with a decimal point.
      • Length - Maximum number of characters, including spaces, you can import into this column. If you select the Decimal data type, you specify both the total maximum number of characters as well as the how many of the total appear after the decimal point. For example, if you define a decimal field with a length of 18,2, the two characters that appear after the decimal point are included in the 18 character total limit.
      • Primary Key - Determines whether the ExactTarget system considers this field to be the primary key of the table.
        If you select this checkbox, the system requires that the value in this field be unique so it can use this field to uniquely identify a row. If you select this checkbox for more than one column, then the combination of the values in the columns must be unique.
        If you do not select this checkbox, the system does not require the value in this field to be unique.
      • Nullable - Determines whether this column can be empty.
        If you select this checkbox, you can import a NULL (empty) value for this column.
        If you do not select this checkbox and you try to import a NULL value for this column, the system will respond as you specify in the Skip Rows with Bad Data field on the import definition.
    7. Click Save.

    How to Create an Import Activity

     

    If the file to import is encrypted or compressed, you should create a file transfer activity to correspond with this activity. Before you begin this procedure, you must create a subscriber list or data extension into which to import the data. After you complete this procedure, you can start the import activity or include the import activity in a program.

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

          The Import workspace appears.

    4. Click Create from the toolbar.
    5. Complete the information in the Properties section:
      • Name - The name of the activity. You use this name to identify the activity in the 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 application. Subscribers cannot see the description.
    6. Complete the information in the Source section:
      • File Location - The location where the system can find the file. 

      If you select Salesforce Objects & Reports:

      • Salesforce Data Source Type - The type of Salesforce entity from which you import the data. Valid values include:
        • Object
        • Report
      • Salesforce Object or Report - After you select the Data Source Type, the window shows the objects or reports in your integrated Salesforce account. 
      • Age of Import Data - The scope of the data to import. Valid values include:
        • Import All Data - Imports all data regardless of age.
        • Import Modified Data Since Last Import Date - Imports only data that has been modified since the date you enter in the date field.

      If you do not select Salesforce Objects & Reports:

      • File Naming Pattern - The name or naming pattern of the file. You can enter a static name or you can include placeholders for the date. See the following table for examples.
        File Naming Pattern The System Looks For Example
        subscribers.csv a file named subscribers.csv subscribers.csv
        subscribers%%Month%%.csv a filename where the last two characters are two-digit month.

        subscriber12.csv
        subscribers%%Year%%%%Month%%%%Day%%.csv a filename whose format is four-digit year, two-digit month, and two-digit day. subscriber20101206.csv
        Note: You can only use the following three substitution values: %%Year%%, %%Month%%, and %%Day%%.
      • File Type - The type of the file to import. Valid values include:
        • Comma Delimited (CSV) - If you choose this file type, the value that you enter in the File Naming Pattern must have a .CSV extension
        • tab delimited
        • Other - if you choose this file type, you must enter a 1-character delimiter in the Other Delimiter field.
      • Other Delimiter - A 1-character delimiter you choose. You must complete this field if you select Other in the File Type field.
      • Destination Type - The type of object in the system to import the information in to. Valid values include:
        • Subscriber List - If you choose this value, you must select a subscriber list.
        • Data Extensions - If you choose this value, you must select a data extension. Additionally, in the Import Action Settings section, two checkboxes appear.
          • Skip rows with bad data
          • Respect double quotes ('') as a text delimiter - If you select the checkbox, the system treats double quotes as a text delimiter. If you do not select this checkbox, the system ignores double quotes in your import file.
    7. Complete the information in the Import Action Settings section:
      • Update Type - Determines how the import uses the content of the import file. Valid values include:
        • Add and update - If the import file contains records with a primary key (or email address) that does not already exist in the subscriber list or data extension, the import create a new record for that information. If the import file contains records with a primary key (or email address) that does already exist in the subscriber list or data extension, the import updates the record to match what's in the import file.
        • Add only - The import creates new records for primary keys that do not already exist in the data extension or subscriber list and ignores records whose primary keys already exist.
        • Update only - The import updates information for records whose primary key already exist in the data extension or subscriber list and ignores records whose primary keys do not already exist.
      • Validation- Select a date format from the dropdown menu in this section to use as part of the import. Choose the date format that most closely matches the region from which you are conducting the import.
      When you import dates into lists or a data extension, the date format used in the file must be in the same format as indicated on your ImportDefinition. If your ImportDefinition date format is different from the dates in the file,you will received Date Field validation errors. For example: if English (United Kingdom) is selected and a date field in the file contains 01/22/2010, the row will fail on validation. For English (United Kingdom), January 22nd, 2010 should be represented as 22/01/2010. The rules in this list will be referenced by the import to validate the dates in the file
      By default, the import activity skips any rows with bad data and imports the rest of the file. Please contact your ExactTarget representative if you have any question as to how your information will be altered during an import activity like this one.
      • 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. If you select this checkbox, you must enter a threshold, in hours, of how recent a successful import of the file must be in order for the activity to skip importing the file.
      • Fail import if file is older than [x] hours. Allow System Buffer of [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. You also must enter an offset value, in hours, to be added to the threshold. The offset value accounts for differences in time zone between the application and the system that contains the file to import.

      • File Mapping - Determines how the import identifies the correct destination for each column in the import file. Valid values include:
        • Map using column headings - the import will update the columns in the subscriber list or data extension with the information in the import file by matching the column headings.
        • Map by ordinal - the import will update the first column in the subscriber list or data extension with the first column in the import file, the second column with the second column, and so on. See Import Activity Known Issues.
        • Map manually - if you choose this option, you upload a sample file that maps using column headings and the import uses the same pattern to import your import file.
    8. 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. 
      • Has Column Header - Indicates whether the system to interpret the first row of the import file as a header row or as a data row.
      • 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.
    9. Click Save.

     

    How to Create a Data Filter Definition

    Before you begin this procedure, you must create measures to include the data filter definition. After you complete this procedure, you can include the filter definition in a group or a filter activity. 

    Use the following steps to create a filter definition.

    1. Click the Subscribers tab.
    2. Click Data Filters.
      The Data Filters screen appears.
    3. Click the Create button from the toolbar.
      Note: When you create a data filter, the system defaults the outer grouping to contain one condition. You might want to delete this default condition by clicking the Delete button before adding inner groupings.
    4. Complete the information in the Properties section:
      • Name - The name of the data filter. You use this name to identify the data filter in the application. This value is not visible to your subscribers.
      • External Key - The unique identifier of the data filter. You use this identify to identify the data filter with the API. This value is not visible to your subscribers.
      • Description - The description of the data filter. You use this description to identify the filter in the application. This value is not visible to your subscribers.
    5. Create the filter conditions in the Filter section:

    Data Source

    		 The source of the data to be evaluated. The value you select in this field determines the values that you can select in the attribute field. Valid values include:
    • Profile Attributes - Indicates that the data filter is intended for segmenting a subscriber list. If you select this value, you will be able to choose profile attributes in the Attribute field.
    • Data Extension - Indicates that the data filter is intended for segmenting a data extension. If you select this value, you must select a data extension in the Data Extension field.
    Data Extension This field appears only if you select Data Extension in the Data Source field. The data extension you select in this field determines the columns you can select in the Attribute field.

    Attribute

    		 The attribute to evaluate. Valid values in this field are determined by the value you select in the Data Source and Data Extension fields

    Operator

    		 The operator to use to evaluate the subscriber value against the criteria value. Valid values for this field are determined by how you set up your subscriber attributes. See Logical Operators for availability and explanation of each operator.

       

    Criteria Value

    		 The value against which the subscriber attribute value is compared to determine whether it satisfies the condition.

       

    1-move_button.jpg

    		 Click to move a condition or grouping to a different location in the data filter.

       

    2-delete_button.jpg

    		 Click to delete a condition or grouping.

       

    3-add_condition_button.jpg

    		 Click to add a condition to a grouping of conditions to be evaluated together.

       

    4-add_grouping_button.jpg

    		 Click to add a grouping to contain conditions to be evaluated together.

       

    5-and_button.jpg and 6-or_button.jpg

    		 When you add more than one condition to a grouping or more than one inner grouping to an outer grouping, you can specify how the filter evaluates the grouping by clicking the blue operator button on the left side of the grouping. The button toggles between AND and OR.

       

       

    The value in the Filter Text section changes to reflect the structure of the data filter.

    Tip: You can click the words 7-inner_grouping_button.jpg and 8-outer_grouping_button.jpgto change the name of the grouping.

    1. Click Save.

    How to Create a Filter Activity

     

    Before you perform this procedure, you must create a data filter definition and the list or data extension to be segmented. After you complete this procedure, you can start the filter activity.

    Use the following steps to create a filter activity:

    If you select a subscriber attribute-based filter, complete the following fields.

    1. Click the Interactions tab in the navigation bar.
    2. Click Activities.
    3. Click Filter. The Filter screen appears.
    4. Click the Create button on the toolbar.
    5. Complete the information in the Properties section:
      • Name - Name of the filter activity. Use this name to identify the activity in the application. This value is not visible to your subscribers.
      • External Key - Unique identifier of the filter activity. Use this to identify the activity with the API. This value is not visible to your subscribers.
      • Description - Description of the filter activity. Use this description to identify the activity in the application. This value is not visible to your subscribers.
    6. Complete the information in the Activity Definition section:
      • Filter Definition - Select the filter definition to apply.
      • Source List - Subscriber list to segment with the filter definition.
      • Result Group Folder - Folder to contain the group that filter activity creates to contain the subscriber segment.
      • Result Group name - Name of the group that the filter activity creates to contain the subscriber segment. This name is not visible to your subscribers.
    7. If you select a data extension-based filter, complete the following fields:
      Note: The filter activity will create a new data extension with the same fields as your source data extension you designated when you created your data filter.
      • Result Data Extension Name - Name of the data extension that the filter activity creates to contain the data extension segment. This name is not visible to your subscribers.
      • Result Data Extension External Key - Unique identifier of the data extension. Use this to identify the data extension with the API. This value is not visible to your subscribers.
      • Result Data Extension Description - The description of the data extension. Use this description to identify the data extension in the application. This value is not visible to your subscribers.
    8. Click Save.

    How to Create a Program

     

    You must create the Activities and Messages to include in the Programs before you perform this procedure. After you complete this procedure, you can start the program or 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 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 application.
    6. 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. 
      • Notification Email Address(es) - One or more email addresses to receive the status notification. Separate values with a semicolon.
    7. Click Edit Process. The Program Process screen appears.
    8. Click Add task. The Interactions window appears.
    9. Select the activity to execute or message to send in this step.
    10. Repeat steps 8-9 for each task in the step. Tasks in the same step occur concurrently.
    11. If you want another step in the program, click Add step.
    12. Repeat steps 8-9 for the new step. Tasks in separate steps occur sequentially.
    13. Click Save.
    14. 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 a 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.

    If you change a scheduled program after you start it, the change will not take effect until the second scheduled running after you make the change. To make the changes take effect immediately, you can stop and re-start the program after you make the change.

    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 Edit Schedule button under the Schedule tab.
    6. Complete the fields:
      The time listed for your program in my programs under the Last Ran On column reflects your Account Settings timezone rather than the time you selected above.
      • Start Date - The date of the first time this program will run.
      • Start Time - The time of the first time this program will run.
      • Scheduled Timezone - The Timezone you want your Start Date/Time to honor. Select from Daily, Every Weekday (Mon-Fri), Weekly, Monthly, and Yearly. Scheduled Timezone does not honor Hourly.
      • Repeats - The frequency at which the program recurs. The value in this field determines the fields you set in the Repeats every section. Valid values include:
        • Hourly
        • Daily
        • Every Weekday (Mon-Fri)
        • Weekly
        • Monthly
        • Yearly
      • Repeats Every - The specifics on the recurrence of the program. The fields in this section vary depending on the value you select in the Repeats field.
      • Ends - The ending information for the report. You can choose a specific date when the program ends or the number of occurrences to complete.
    7. Click Save.

    How to Start a Program

     

    You must create a program before you perform this procedure. You can choose to schedule a 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.

    1. Use the following steps to start a program:
    2. Click the Interactions tab on the navigation bar.
    3. Click Programs.
    4. Click My Programs.
    5. Select the checkbox next to the program to start.
    6. Click the Start button.
    7. Select the start options. Valid options include:
      • Start once
      • Start using the recurring schedule
      • Schedule once
    8. Click the Start button.

    How to Stop a Program

     

    You must start a program or schedule a program before you perform this procedure. After you complete this procedure, you can start or schedule the program again.

    1. Use the following steps to stop a program.
    2. Click the Interactions tab in the navigation bar.
    3. Click Programs.
    4. Click My Programs.
    5. Select the checkbox next to the program to stop.
    6. Click the Stop button in the toolbar.
    7. Choose the stop options. Valid values include:
      • Stop running process
      • Stop scheduled process

    This page was last updated by Ryan Williams on Tue, 13 Sep 2011 13:41:47 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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