Omniture® and Epsilon Interactive Delivering Online Marketing Results

Today, many marketers do not have clear insight into the effectiveness of their online marketing programsand how these programs influence ROI. Many online marketers rely on separate, stand-alone solutions foremail marketing and website analysis. With most stand-alone email marketing solutions, conversionreporting is limited to tracking metrics such as open-rate, click-through rate or goal completion, such as apurchase or subscription sign-up. While this information is an important factor in understanding basicbehavior patterns, it does not answer critical questions such as why responders drop off websites or whatpaths they take to make a purchase.

The integration between SiteCatalyst and DREAMmail closes the loop between email responses andwebsite behavior to deliver the marketing intelligence you need to increase revenue and campaign ROI.This tight integration enables segmentation, campaign execution and analysis across two of your mostcritical online channels: website and email.

Key Benefits Include:o LEVERAGE SITE BEHAVIOR FOR CAMPAIGN TARGETING

SiteCatalyst delivers a superior solution for marketing intelligence, enabling exploration anddefinition of visitor segments based on website behavior. Targeted remarketing segments, such ascart abandonment, products purchased, and products viewed are available out-of-the-boxthrough the automated integration. Any number of additional segments can be created based onkey customer or prospect attributes. These segments are then fed into DREAMmail, providing theintelligence to execute targeted, timely and personalized email communications.

o INCREASE CAMPAIGN EFFECTIVENESSEmail campaigns created in DREAMmail are automatically appended with a unique campaignidentifier. Campaign information is then automatically transferred from DREAMmail to SiteCatalystwhere you can analyze campaign ROI, cost-per-acquisition and the performance of DREAMmailcampaigns. SiteCatalyst also correlates campaign responses with traffic and site behavior data toreveal high-value patterns, such as an offer for a certain product that increases sales of another.With this integration, you can synchronize campaign information between the two solutions inorder to get instant feedback and to optimize campaign effectiveness.

o CONDUCT HIGHLY EFFECTIVE REMARKETINGBy using the automated integration between SiteCatalyst and DREAMmail you can easily targetvisitors who displayed an interest in a particular product, but did not complete the desired sale. Asa simple illustration, if a visitor adds a product to her shopping cart, but after viewing the shippingprice abandons the cart, you can now create a segment for these instances, and use DREAMmailto send a re-marketing offer that includes free shipping.

o UNDERSTAND THE ENTIRE CONVERSION FUNNELThe automated integration between SiteCatalyst and DREAMmail offers a uniquely valuable viewof your online customer s actions. For example, one e-mail campaign for a product offer mayhave a high click-through rate, but a low order conversion rate. Fall-out reporting in OmnitureSiteCatalyst provides marketers with the intelligence to determine if the low conversion rate is dueto product display, price, shipping costs, or other factors.

Pricing:Omniture

o There are fees associated with thisintegration. Please contact your accountrepresentative for pricing details.

Epsilon Interactiveo There are fees associated with this

integration. Please contact your Epsilonaccount representative for pricing details.

What You Should Know Before Activating ThisIntegrationThe integration of Omniture s SiteCatalyst and Epsilon Interactive s DREAMmail applicationprovides the ability to perform email remarketing through the capture of user e-mail addressesand then subsequently manage e-mail campaigns. This process provides a powerful tool to yourorganization through the best features of both products. The integration is composed of twopieces:

o Email RemarketingThis capability requires the capture of e-mail addresses in SiteCatalyst, which are thensent to DREAMmail via a Data Warehouse report. This Data Warehouse report can bescheduled as a one-time or recurring event, or run on an ad-hoc basis.

o Email Campaign TrackingThis capability tracks the results of e-mail campaign efforts including e-mails delivered, e-mail opens, views, etc.

The remainder of this document focuses on the implementation steps to enable the successfulintegration.

NOTE: A prerequisite to the implementation is that you have already configured a connection to theDREAMmail system in SiteCatalyst. Additionally, Omniture recommends you include information pertainingto the details of your web analytics tracking in your site privacy policy including what information is trackedand how it will be used. If you plan to use the Email Remarketing features of SiteCatalyst, this informationshould also be included in this privacy policy.

EMAIL REMARKETINGE-mail remarketing is the process of capturing user e-mails in order to effectively tailor marketingmessages. The process involves capturing e-mail addresses in SiteCatalyst and subsequentlydelivering e-mail lists via a Data Warehouse report to DREAMmail. The implementation of e-mailremarketing involves the use of an s.eVar (custom commerce) variable (replace s. with s_ for Gcode versions) to capture e-mail addresses. The following code can be used to capture thisinformation, which can be placed on a variety of pages, including user login, form submittal,and other pages where e-mail addresses are captured.

NOTE: The use of eVar1 is for illustrative purposes only. You are welcome to use any available eVarvariable.

s.eVar1='[Insert e-mail address]'

Once the code is implemented, you can use the DREAMmail Integration Wizard in SiteCatalystto configure a connection with DREAMmail and send e-mail lists via Data Warehouse.

NOTE: This feature requires the Data Warehouse product of SiteCatalyst.

EMAIL CAMPAIGN TRACKINGE-mail campaign tracking is the process of labeling e-mail messages for tracking purposes. Itallows SiteCatalyst to capture e-mail campaign click-throughs and then obtain the results ofcampaign efforts through the DREAMmail integration (ie. e-mail opens, views, sends, etc.).

The following SiteCatalyst code is required as part of the implementation process. This code usesthe s.campaign variable to capture the value of a DREAMmail-specific query parameter called"sssdmh." However, you can also use any available eVar to capture this value.

SITECATALYST AND DREAMMAIL INTEGRATION PLUG-IN CODEThe DREAMmail integration requires specific SiteCatalyst code plug-ins/functions (getCGI for GCode; getQueryParam for H Code); these plug-ins must be installed in the plug-ins section ofyour SiteCatalyst JavaScript file in order for the code below to work correctly. In addition, thiscode is compatible with existing implementations of the s.campaign variable for capturingexisting campaign codes. This code checks for the existence of the DREAMmail "sssdmh"variable, and if found, will copy the "sssdmh" campaign value into the s.campaign or s.eVarvariable that you have designated for use in e-mail campaign tracking. If the "sssdmh"campaign value is not found, the code will continue to search for the "cid" campaign value.Consult with your Implementation Consultant or Omniture Live Support if these plug-ins are notpresent in your Javascript SiteCatalyst collection code.

G Code/* Plugin Config */var s_usePlugins=truefunction s_doPlugins() {/* Add calls to plugins here */// External Campaigns// Check for the existence of the DREAMmail query string variable sssdmhs_vp_getCGI('temp','sssdmh');if(s_vp_getValue('temp'))s_vp_getCGI('s_campaign','sssdmh');if(!s_vp_getValue('s_campaign')) {// If a blank string is found, grab the campaign codes_vp_getCGI('s_campaign','cid')}}

H Code

/* Plugin Config */s.usePlugins=truefunction s_doPlugins(s) {/* Add calls to plugins here */// External Campaigns// Check for the existence of the DREAMmail query string variable sssdmhif(s.getQueryParam('sssdmh'))s.campaign = s.getQueryParam('sssdmh');if(!s.campaign) {// If a blank string is found, grab the campaign codes.campaign = s.getQueryParam('cid');}}s.doPlugins=s_doPlugins

Setting Up the IntegrationThe following procedures assume that you are a licensed SiteCatalyst user and that you haveopened SiteCatalyst to the home page.

1. Log in to SiteCatalyst.2. Click the Genesis tab.

You will see the power of Omniture Genesis in the following steps.The options or choices presented to you may differ from thoseshown here.

Figure 1: Opening screen in Genesis (example)

As you have not yet activated any of your partners, the resource icons exist in the directory tothe left. Do you notice the link in the upper left-hand corner labeled Genesis Showcase? If youclick on that, you can get more information about some of the partnerships available throughOmniture Genesis.

Take the following steps to activate with DREAMmail:

3. With your mouse cursor changing to the 4-pointed arrows, hover over the appropriateicon in the list on the left side of your screen.

4. Left click your mouse and hold in the mouse button while dragging the icon to an emptyoutlined area to the right; see Figure 2, below. This will plug the Epsilon Interactive iconinto SiteCatalyst and begin the integration process.

5. In Figure 3, below, Epsilon Interactive has been dropped into the upper left hand outline,but the dashed lines indicate that integration has not been accomplished.

6. When Integration is complete, not only does the Icon appear firmly locked in place but itappears in the table at the bottom of the screen in the Genesis list. From the list you havelink options to Edit or to Deactivate the DREAMmail application.

Figure 2: Dragging the Epsilon Interactive icon into place

When the icon is dropped into an available Genesis slot it will stay place; however, the outlineremains dotted and unconnected, as shown below in Figure 3.

Figure 3: Icon dropped to begin activation

7. As soon as the Epsilon Interactive icon is dropped into place, a series of pop-ups willappear. Complete the information and confirmation steps in these pop-ups to activateyour new integration.

The following information, steps and screens will walk you through your activation process.

The first popup, shown below in Figure 4, starts off with a question and then answers thatquestion as follows:

WHY INTEGRATE WITH DREAMMAIL?Current DREAMmail customers can increase returns from e-mail marketing. Understandcampaign effectiveness from almost any angle, then remarket to customers based oncart abandonment, product purchases, product views and more. This integration willautomatically synchronize e-mail metrics with Omniture metrics for closed-loop marketingto the right audience with maximum effectiveness.

o Consolidate e-mail marketing and analytics data into one reporting interfaceo Optimize e-mail campaigns by conversion and contribution to revenue and site

successo Remarket to key visitors and market segments based on cart abandonment,

product purchases, product views, and much more spanning current andhistorical data (up to 90 days prior to activation)

The preceding information was taken from top part of the following screen. Further information isprovided in Figure 4, below.

Figure 4: Prepare for the Integration Wizard

8. Read and understand all the information, both on the popup and at the links.a. Click on the link for Executive Overview with Pre-Requisites and be sure you

understand and can agree with them.b. If you need more information about the application before proceeding, click on

Click Here to learn more about Epsilon Interactive.9. To proceed with activation, click in the Acceptance check box, then click on the Next >

button. (The text from that statement is repeated in the Caution note placed below thisfigure.) If you are not ready to proceed at this time, click the Cancel button in the lowerright-hand corner.

10. Your next popup screen is labeled Step 1 of 8. From here you are performing the actualintegration procedures.

CAUTION: Do NOT check this box and then click the Next > button until you are in full agreement with theterms discussed above and with the following statement which appears next to the checkbox:

By activating the integration, I understand my company may incur fees as described above (see FeesAssociated with This Integration). As an authorized representative of my company, I agree to theaccompanying terms and to pay any applicable fees associated with this integration.

Figure 5: Integration Name and e-mail address popup

Screen Step 1 of 8

11. Specify the name your system will apply to this Epsilon Interactive integration.12. Enter the email address where you wish to receive confirmations or notices concerning

this integration.13. Click the Next > button to continue.

Figure 6: DMConnect Configuration

Screen Step 2 of 8

14. Type the name of the DREAMmail server.15. Type the username and password for the DREAMmail user account you have created for

SiteCatalyst integration.16. Type your DREAMmail client information.17. Your client name and site name each map to a specific SiteCatalyst report suite, and

outgoing email is connected to your site name. If you need assistance determining thisinformation, consult your Epsilon Interactive Account Manager.

18. (Optional) Type the ftp host information.19. SiteCatalyst uses secure FTP to export email addresses to DREAMmail. If you do not enter

an FTP host, SiteCatalyst will not be able to export your list back to DREAMmail.20. Click Next > to continue.

NOTE: You may notice that there is no step three in the integration process. Step three is only presented ifyou enter an FTP host to which SiteCatalyst can export campaign data back to DREAMmail. Otherwise youwill be taken directly to step four in the integration process.

Figure 7: Designate DREAMmail Campaign Variable

Screen Step 3 of 8

21. Select the eVar you are using to track email addresses.22. Click the check box next to the privacy notice.23. Click Next > to continue.

Figure 8: Designate DREAMmail Message Id Variable

Screen Step 4 of 8

24. Select the eVar you are using to store your DREAMmail message ID within SiteCatalyst.25. Click Next > to continue.

Figure 9: Map Metrics

Screen Step 5 of 8

26. Select the DREAMmail metrics that you want to map to the corresponding SiteCatalystmetrics. The most common metrics selected include the following:

1. Delivered2. HTML Opens3. Total Clicks

See Appendix A for a table of DREAMmail metrics and their definitions.27. Click the box labeled Check here to import your DREAMmail Spotlight events if you

would like to import this from DREAMmail.28. Click Next > to continue.

CAUTION: Choosing events already being used for other data tracking purposes can damage your SiteCatalyst data.Additionally, if you later decide to change these metrics, this will affect the validity of future reports.

Also, you will need to ensure that the events that you choose for this integration are numeric or incrementor events.You can check this by clicking Admin > Report Suites, then selecting the report suite for which you are setting up theintegration and clicking Edit Settings > Commerce > Success Events. The type column value should be numeric for all

events that you will be using in the integration. For more information on this, please contact Omniture Live Support.

NOTE: You may notice that there is no step six in the integration process. Step six is only presented if youchoose to import DREAMmail Spotlight events. Otherwise you will be taken directly to step seven in theintegration process.

Figure 10: Map Metrics

Screen Step 6 of 8

29. Select the DREAMmail Spotlight events that you want to map to the correspondingSiteCatalyst metrics.

30. Click Next > to continue.

Figure 11: Data Source Summary

Screen Step 7 of 8This screen confirms your integration configuration. If there is anything you have entered thatyou need to change, do it now by clicking the < Back button until you reach the affectedscreen.

31. Click the Save button to finish your DREAMmail Integration process.

Figure 12: Email marketing integration complete

Screen Step 8 of 8This screen confirms that all of your steps have been completely and correctly performed. It alsoinforms that SiteCatalyst will automatically import your DREAMmail campaign data daily for theprevious day, and that you can export an e-mail list from SiteCatalyst to DREAMmail using DataWarehouse.

32. Click the Close button to accept the confirmation.

The integration will automatically process up to 90 days of historical data and then daily from thedate on which the integration is enabled.

See Appendix B for more information on configuring a Data Warehouse report to deliver an e-mail to DREAMmail.

Figure 13: Fully Integrated with SiteCatalyst (example)

At the SiteCatalyst Genesis screen, you will find the Epsilon Interactive icon locked into place,again confirming that the integration process was completed satisfactorily.

The integration process is now complete. You should see Epsilon Interactive listed at the bottomof the Genesis screen. To edit or to deactivate the DREAMmail integration, click on theappropriate link in the list.

Integrated Reporting within SiteCatalystFigure 14: Typical Report from your Email Marketing Integration with DREAMmail

The report in Figure 14, above, presents information only available with an email marketingintegration, such as with DREAMmail from Epsilon Interactive.

Appendix A: DREAMmail Metric DefinitionsMetric Definition

Delivered The number of email addresses to which DREAMmail successfullydeliveredthe message.

Invalids The number of messages sent that could not be deliveredbecause the email address was incomplete or syntacticallyinvalid.

Pass Alongs The number of recipients who clicked through on a message afterit wasforwarded to them.

HTML Opens The number of unique subscribers who opened HTML-formatmessages(including messages previewed in Microsoft Outlook as well asautosensemessages opened in an HTML-capable email application).

Total Clicks The total number of click-throughs for all message formats.

Delivery Errors The number of messages that could not be delivered because ofan internal system error.

Bounce Backs The number of pushed messages that resulted in a bounce back.

Appendix B: Data Warehouse for DREAMmail ExportYou may wish to use the exporting capabilities of SiteCatalyst Data Warehouse to generate acustomer list that can be used for highly targeted and timely re-marketing and cross-sellingcampaigns.

For example, you may choose to generate a re-marketing list based on successful emailcampaigns. With this information, a retailer may wish to offer a related accessory to allcustomers that purchased a specific item in the last month, while a media company may targetall visitors that visited a specific site section.

Generating a remarketing list of customers who did not purchase goods or services allows fortargeted re-marketing to this audience. A retailer may choose to remarket by offering freeshipping to all customers who abandoned their shopping cart after viewing the shipping costpage, while a financial sitemay email customers thatstarted, but nevercompleted, a loanapplication. Follow the stepsbelow to export an email listback to DREAMmail.

1. Log in to SiteCatalyst.

2. Click the AdvancedAnalysis tab.

3. Click Custom DataWarehouse Report.

4. Enter the name of therequest. If you want toreplace the existingDREAMmail email list, thisname should match thelist name you areexporting to inDREAMmail.Alternatively, you maywish to enter a differentlist name (you may havemultiple lists).

Additionally, requestnames should be

alphanumeric, as SiteCatalyst will remove all spaces and non-alphanumeric characters fromyour request name when processing your request.

5. Select the date range. You may use a relative (preset) date range and select from a list ofpreset date ranges, or you can specify an absolute (custom) date range Additionally, leavethe granularity set at None because granularity settings typically do not apply whenexporting email lists.

6. Choose a segment. You can select a segment from the list of previously defined availablesegments, or you can create a new segment by clicking Add New. The Segment DefinitionBuilder is used to create a new segment. Refer to Creating a New Segment Definition in thisdocument.

7. In the Breakdown Column, click the Custom Insight tab.

8. Select the DREAMmaileVar.

9. In the Schedule DeliveryOptions, click AdvancedOptions.

In the Delivery Optionswindow, you can set thedelivery method andfrequency for the data.For more information,refer to Scheduling DataWarehouse RequestDelivery Options.

10. Click Request this Report.

Depending on theamount of data being processed, Data Warehouse requests may take up to 72 hours toprocess.

CREATING A SEGMENTDEFINITION

1. From the Choose aSegment Definitionportion of the DataWarehouse RequestForm, click Add New todisplay the SegmentDefinition Builder.

2. From the Componentslist of the left, drag and

drop an item onto the Include panel.

For example, in the example to the right, Orders is being dropped into the segment.

3. Click the Click to Define Here link.

4. Define the rules thatmust be followed todefine the component.In this case the order hasbeen set to includethose orders where theDREAMmail eVarcontains the symbol,where the tracking codecontains DM, and thedays since the lastpurchase is greater thanone.

5. When you have createdthe filter to include allthe necessary rules, clickOK.

Repeat this process until youhave defined the segment definition as desired.

SCHEDULING DATA WAREHOUSE DELIVERY OPTIONS

1. In the Data Warehouse RequestForm, click Advanced Options inthe Schedule Delivery section.

2. Leave the File Format checkboxes blank. These settingstypically do not apply whenexporting email lists.

3. Leave the filename as <Default>.

4. Under the File Destination section,click the Partner tab.

5. From the Partner tab, selectDoubleClick.

6. From the Product drop-down list,select DARTmail.

7. If you wish to schedule thedelivery, click the ScheduleDelivery button.

8. Select the one-time or recurringdelivery option and select thedate, time, and/or frequency and end of the delivery.

9. Click OK.

Once the segment and scheduled delivery are defined, Omniture will generate the remarketinglist at the scheduled time. The remarketing list will then be sent to Epsilon Interactive. You canthen work directly with Epsilon Interactive to determine which campaigns are to be used withthe remarketing list.