1 Marketing Automation Overview1.1 Onsite Marketing Automation1.2 Offsite Marketing Automation1.3 Performance
2 Elements of Marketing Automation2.1 WHO? - Target Groups2.2 WHAT? – Content2.3 WHERE? – Placements
3 Setting up Campaigns3.1 Functionality3.2 Structure of the User Interface3.3 Procedure when creating a Campaign3.4 Example: Creating a Recommendation campaign
4 Analysis4.1 Performance Overview in Marketing Automation4.2 Analysis in Analytics
Table of contents
1 Marketing Automation Overview
Marketing Automation is part of the Webtrekk Suite and enables you to target every user
individually. For this you have to create campaigns in Marketing Automation, which are being
controlled through rules. An in-depth analysis of this campaign can be made in Webtrekk Analytics.
Marketing Automation is divided into:
▪ Offsite Marketing Automationserves to address users on other webpages and to animate them to return to the own webpage.
▪ Onsite Marketing Automationallows individual adjustments to the ownwebpage or app.
Marketing Automation makes it possible to show customers specific product suggestions
(Recommendations), layers and banners on your website.
1.1 Onsite Marketing Automation
Banner Layer
Custom HTML
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Recommendation
Any banner can be shown dynamically through Webtrekk.
Common use cases:
▪ Show to new users a banner, which emphasizes the advantages of your webpage.
▪ Show to existing customers an appropriate banner, which can be based on the gender or viewed/boughtproducts.
The banner must be saved on an external server – Webtrekk does not support adserver functionalities.
1.1.1 Banner
Arbitrary HTML elements can be displayed dynamically on your website.
Common use cases:
▪ Show new visitors the form for the newsletter registration.
▪ When being in the checkout, available payment methods are adjusted for each customer group .
1.1.2 Custom HTML
Layers are displayed above the actual website and can be activated using freely configurable filters.
Examples:
▪ New users, who want to leave the page (moving the mouse to the top out of the website), will be shown a layer with a newsletter.
▪ Users on a product detail page with no interaction for a certain time will be offered help through a chat.
1.1.3 Layer
1.1.4 Recommendations
Recommendations show product suggestions. Through Rules you can determine, which products are
being shown.
Common used rules:
▪ Topseller – most frequent bought products of a certain category
▪ Appropriate products to viewed or bought products
▪ Most recently products put into the shopping cart without being bought
▪ Most recently viewed products without being bought
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1.1.4 Recommendations
More than one of these rules can be combined in one Recommendation.
▪ Rules and campaigns are assigned different priorities. If slots for products are open, they will be filled with the
next highest rule/campaign.
Example
Prio 1:Most recently in cart
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Prio 2:Cross-seller
Prio 3:Top viewed
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1.1.4 Recommendations
To evaluate the success of a Recommendation campaign, it is recommended to compare:
• Is the performance better than without a campaign?
▪ The Control Group sees no campaign.
All other users belong to the Treatment Group and see the individually defined campaign.
▪ The ratio of Control Group and Treatment Group can be adjusted at any time.
▪ The performance of the Treatment Group should always exceed the perfomance of the Control Group.
Offsite Marketing Automation serves to address users on other
webpages and to animate them to return to the own webpage.
Supported are:
▪ Audience Stream
From Webtrekk collected information is used to generate remarketing lists.
It allows to individually adjust bids in search engine ads. Hence you
could offer more money for users, who most likely will generate a
higher revenue, than users, who have cancelled many orders.
▪ RTA
Completely self developed Retargeting technology shows appropriate
Recommmendations and offers a high media range.
Is available as Managed Service from Webtrekk and therefore, will not
be addressed any further in this training chapter.
1.2 Offsite Marketing Automation
Own website
User leaves
Offsite
MA
User returns
Own website
1.3 Performance
Directly in Marketing Automation there is a performance overview.
▪ Through a link it is possible to call detailed analyses in Webtrekk Analytics.
▪ Compare the performance of Placements, Campaigns and Treatment/ Control Group.
1.4 Frequency Cap
The frequency of each campaign can be limited.
▪ There are three different kinds of Frequency Caps:
▪ Per Session: How often should a campaign be shown per visit?
▪ Per User and Day: How often should a campaign be shown per visitor on a day?
▪ Per User: How often should a campaign be shown overall to a visitor?
▪ They can be combined with each other.
▪ The availability depends on the Content.
Per Session Per User and Day Per User
Banner Banner Banner
Custom HTML Custom HTML Custom HTML
Recommendations Recommendations Recommendations
Layer
2 Elements of Marketing Automation
There are 3 elements that answer different questions:
▪ WHO is being addressed?
▪ WHAT is being shown?
▪ WHERE is it being shown?
Target Group
Content
PlacementPlacement
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2.1 WHO? - Target Groups
Target groups are used to establish the users that are going to see a Marketing Automation
campaign.
Examples of application cases:
▪ Display the discount banner for new customers only
▪ Display different banners for women and men
▪ Only display premium products for customers who bought high-priced products before
▪ Display a newsletter layer upon leaving the page
▪ Historical data (segments) and data from the user’s current session (real-time behaviours) can be used here. You
can combine both (and/or) and use it as target group for a single campaign.
All existing segments in Analytics and User Relationship Management can be used as Target
Groups. With the help of the RFM/RFE model, a number of these are available already.
Examples of predefined segments:
Recent Shopping Cart Abandoners: Hold a product in the shopping cart, but have not bought it yet.
Top Buyers: Buy often at short intervals and generate a high order value.
Additional segments can be defined in Webtrekk Segment Manager at any time as needed.
2.1.1 Segments
▪ Segments have to be imported so they can be used as Target Groups.
▪ Target Groups are not linked to segments. When the configuration of a segment is changed in Webtrekk Analytics
or User Relationship Management, this has no effect on the Target Group. Simply import the segment again if
applicable.
2.1.1 Segments
2
3
Segment selection by clicking2
Click on segment selection1
Configuration example (Marketing Automation > Target Groups > Segments)
Import3
1
2.1.2 Real-time behaviors
Real-time behaviour target groups use information from a user’s current session.
▪ Example:
New users who want to leave the page.
Users who look at a product for more than 20 seconds.
Users who have products for more than EUR 300 in the shopping cart and want to leave the page.
Buyers who came from a certain country, city or postcode area.
2.1.2 Real-time behaviors
▪ Select the suitable real-time behaviour from a list of predefined use cases or create your own.
Filter engine for processing2Selected use case1
Configuration example (Marketing Automation > Target Groups > Real-time Behaviours > Create a new Real-time Behaviour)
1
2
2.1.2 Real-time behaviors
Differentiation between Visit and Page-Scope.
▪ Example scope “Visit”
The chosen filter criterion must be met in the course of the visit.
▪ Example scope “Page”
The chosen filter criterion must be met in a request.
Example: Within a visit a user must add products with a combined value of at least 300€ to the shopping cart.
Example: A user must add a product with a value of at least 300€ to the shopping cart.
2.1.2 Real-time behaviors
Filters and Containers can be linked with „AND“ and „OR“.
▪ When combining „AND“ and „OR“ links, brackets are put around the AND.
Example:
Bracketing is done as follows:
[Page = home AND Device class = tablet] OR [Device class = Mobile phone]
2.1.2 Real-time behaviors
▪ Because containers are processed separately, splitting filters to different containers affects the processing.
Example:
Bracketing is done as follows:
[[Device class = tablet OR Device class = mobile phone] AND Page = home] OR Page = mob.home
In the scope „Visit“ it is possible to combine filter rules directly with each other.
▪ Activate the respective checkbox for that.
Only one metric can be used in containers with combined filters.
2.1.2 Real-time behaviors
Example: A user must perform 5 product views and ONE of them must be from the „sports“ section.
Example: A user must perform 5 product views and ALL of them must be from the „sports“ section.
Containers with different scopes can be combined.
2.1.2 Real-time behaviors
Example: The visitor must have viewed more than 10 products within a visit and the visitor must have been inactiveon a page for more than 40 seconds (no mouse movement, no scrolling,…).
▪ A selection of available filters (1/3):
2.1.2 Real-time behaviors
Filter Description Filterinput available for
Exit intent movement The mouse pointer has left the plane. The user wants to leave! Yes | No Page
New visitor Is it new visitor or a returning visitor? Yes | No Page | Visit
Browser tab looses visitorfocus
The tab with your website has lost the user’s attention and the user is looking at another tab or application.
Yes | No Page
Browser tab gains visitor
focus
focus eq 1 -> Your tab has gained focus, the user has returned to it either from another tab or another application.
Yes | No Page
Visitor scrolls up The user is scrolling up Yes | No Page
Visitor scrolls down The user is scrolling down Yes | No Page
Seconds visitor is inactive Seconds visitor was inactive on page. If engaged in another tab, inactivity won't increment.
[Figure] Page
Seconds visitor is engaged Seconds visitor is engaged with page (key presses, scrolls, mouse movement, focus, etc)
[Figure] Page
Value of viewed products The value of all seen products in the session [Figure] Page | Visit
Event name Name of the event (e.g. name of the link) [Text] Page | Visit
▪ A selection of available filters (2/3):
2.1.2 Real-time behaviors
Filter Description Filterinput available for
Number of viewed products Number of products seen in the session [Figure] Visit
Avg. value of viewed products
The avg. Value of products seen in session. [Figure] Visit
Seconds since last product view
seconds passed since last product view. [Figure] Page
Value of products in basket The value of products added to the basket [Figure] Page | Visit
Number of products in basket
Number of products added to the basket in the session [Figure] Visit
Avg. value of products in basket
The avg. value of products added to the basket in session. [Figure] Visit
Seconds since last product added to basket
seconds passed since last product added. [Figure] Page
Value of purchased products
The value of ordered products [Figure] Page | Visit
Number of purchased products
Number of products ordered in the session [Figure] Visit
Avg. value of purchased products
The avg. value of products ordered to the basket in session. [Figure] Visit
▪ A selection of available filters (3/3):
2.1.2 Real-time behaviors
Filter Description Filterinput available for
Seconds since last product purchase
seconds passed since last product ordered. [Figure] Page
Product categoryContains all product-categories regardless of product status. Usually equal to product-viewed-category.
[Text] Page | Visit
Category of viewed products Contains all prodcuts categories of viewed products in session [Text] Page | Visit
Category of products in basket
contains all product categories of products added to basket in session
[Text] Page| Visit
Category of purchasedproducts
Contains all product categories of ordered items in session [Text] Page | Visit
Product name Check whether a certain product was encountered in session [Text] Page | Visit
Name of viewed productsCheck whether a certain product has been added in the session
[Text] Page | Visit
Name of products in basketCheck whether a certain product has been viewed in the session
[Text] Page | Visit
Name of purchased productsCheck whether a certain product has been ordered in the session.
[Text] Page | Visit
Content ID Check whether a certain page was viewed within the session [Text] Page | Visit
2.2 WHAT? - Content
Banners, Custom HTML, Layers, Recommendations and Audience Streams are available.
Banner Layer
Custom HTML
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Audience Stream
If you want to display a static banner, first store it on a server and then perform the configuration.
2.2.1 Banners
Contents > Banners > Create a new banner
Unique Name
Banner storage location
Shows a previewof the banner
Link to target page
2.2.1 Banners
▪ Scaling the image size is later performed automatically by selecting the placement.
Evaluation in Webtrekk Analytics
▪ The following are recorded automatically:
▪ Number of banners displayed.
▪ Number of banners clicked.
▪ Engagement: Subsequent page impressions after clicking the banner> Counting ends when the visit ends, or when another campaign is clicked.
▪ If you want to measure the banner as an internal campaign (for example to take it into account for attribution
logic or consider it as part of the customer journey), you should append a URL parameter to the link URL.
Arbitrary HTML elements can be displayed dynamically on your website.
2.2.2 Custom HTML
Configuration Example (Contents > Custom HTML > Create a new custom HTML)
HTML/JS/CSS Code
2.2.2 Custom HTML
Evaluation in Webtrekk Analytics
▪ The following are recorded automatically:
▪ Number of Custom HTML displayed.
▪ Number of Custom HTML clicked.
▪ Engagement: Subsequent page impressions after clicking the Custom HTML> Counting ends when the visit ends, or when another campaign is clicked.
▪ If you want to measure the Custom HTML as an internal campaign (for example to take it into account for
attribution logic or consider it as part of the customer journey), you should append a URL parameter to the link
URL.
If you want to display a layer, first store it on a server and then perform the configuration.
2.2.3 Layers
Configuration example (Contents > Layers > Create a new layer)
Layer storage location
Displays a preview of the layer
2.2.3 Layers
▪ The content should be centred in the upper part of the website.
Evaluation in Webtrekk Analytics
▪ The following are recorded automatically:
▪ Number of layers displayed.
▪ Engagement: Subsequent page impressions after clicking the layer> Counting ends when the visit ends, or when another campaign is clicked.
▪ For further information (e.g. button click, form tracking, length of stay, scroll depth), the layer should be
pixilated.
2.2.4 Audience Stream
With Audience Stream you can target specific users, that have previously been on your website, on
external websites or search engines.
▪ Information found on the own website by Webtrekk is being used to retarget users.
▪ All Remarketing tools, that can be addressed directly via URL, are supported.
Example:
▪ Invest more money into Google Adwords for Users, who have shown a great buying interest.
▪ Do not invest money for Users, who are already customers.
2.2.4 Audience Stream
Customers can be assigned in real-time to lists in remarketing tools.
Functioning:
Target groupHigh Potential Buyer:
Have a product in shopping cart
Target groupExisting Customers
Advertiser
List: High Potential Buyer
List: High Potential Buyer
List: Existing Customers
List: Existing Customers
2.2.4 Audience Stream
The Remarketing-URL is being provided by third-party suppliers.
▪ Optionally it is possible to add dynamic parameters from Webtrekk.
Configuration Example (Contents > Audience Stream > Create a new audience stream)
2.2.5 Recommendations
Recommendations are based on Assortments, Blacklists and Rules.
Assortment
All products
Computer 1 2 3 4 5
Blacklist(to exclude products already bought by the user)
What products are considered?
What rules for which users?
Personalised General
E.g. “top sellers”
Association
E.g. “often bought together”
1 3 4 5 5 4What products are shown? 3 4
E.g. “most recently in cart”
2.2.5 Recommendations
Recommendations can be embedded via an onsite widget or via the Reco API.
If you use the onsite widget, the following information is available in Webtrekk Analytics:
▪ Products displayed in recommendations
▪ Products clicked in recommendations
▪ Products bought through recommendations (product clicked = product bought)
▪ Engagement: Subsequent page impressions after clicking the recommendation
> Counting ends when the visit ends, or when another campaign is clicked.
▪ For further information (e.g. total number of product views through recommendations, consideration of
attribution logic, customer journey view), a media code should be appended to the destination URL.
2.2.5.1 What products are considered? – Assortments
Assortments determine which products are recommended and what information is used in the Recommendation.
Example of Assortments:
▪ Main categories (“Computer – Notebooks”, “Computer – Tablets”) for Target Group directed marketing
▪ No sale products
▪ It is possible to filter on products and product categories.
Restricting Assortments with filters
All products
Filter: only Tablets
Filter: No sale
2.2.5.1 What products are considered? – Assortments
Configuration example (Contents > Recommendations > Assortments)
Select the categories to be used in the Recommendation.
Products with no data in the selected categories are not shown.
Permits limitation to certain products and/or product categories.
In the example, only products that are available immediately are suggested.
2.2.5.2 Blacklist: What products are considered?
A Blacklist is used to exclude products/product categories based on user behaviour.
▪ The Blacklist is selected for a Placement.
All campaigns activated for the Placement take the Blacklist into account.
Blacklist
Assortment
No previously bought products products
Products used for the campaignAvailable only, not on sale
2.2.5.2 Blacklist: What products are considered?
Predefined:
▪ Recently bought products:
Products bought within the last 90 days are not suggested.
Example: The television bought by the customer is no longer suggested.
▪ Recently bought Product - Main Categories:
Products in main categories from which the customer bought within the last 90 days are not suggested.
Example: Since the customer has bought a television, TVs in general are no longer suggested.
The “Main Category” is defined through Webtrekk.
For setting individual Blacklist rules, please ask your Webtrekk support consultant.
2.2.5.3 Rules: Which product for which users?
Rules determine the criteria for recommending products.
▪ Exactly one rule can be defined per campaign.
▪ The following rules are defined and can be prioritised:
▪ Personalised rules
▪ Association rules
▪ General rules
2.2.5.3 Rules: Which product for which users?
We recommend prioritising the rules as follows:
▪ Since exactly one rule is always used per campaign, you have to set up more than one campaign. You can
establish the prioritisation per placement.
Highest priority:For all returning visitors with a product interaction
Medium priority:For all new and returning visitors with a product interaction
Low priority:For all new visitors
Personalised
General
E.g. “top sellers”
Association
E.g. “often bought together”
E.g. “most recently in cart”
2.2.5.3 Rules: Which product for which users?
Personalised rules usually take priority over other rules, since products are considered here based on
concrete usage behaviour of a user.
▪ The period under consideration for the rules can be adapted individually.
Personalised rules Description Update frequency
Products added to basket All products in the shopping cart. By default only the last 6 hours are taken into account.
hourly
Last seen productsAll products that were viewed. By default only the last 6 hours are taken into account.
hourly
Last viewed products The products the user just viewed. real time
Recently bought products Products bought within the last 90 days daily
Top products from recently bought product categories
Most frequently bought products from product categories bought within the last 90 days
daily
Top products from last viewed product categories
Top seller products of categories the user just visited. real time
2.2.5.3 Rules: Which product for which users?
Association rules suggest products that are often viewed and/or bought together.
▪ The association rules examine the time period and price difference in addition to the frequency.
A model that is suitable for you can be developed with your Webtrekk consultant.
Association rules Description Update frequency
Cross-selling (viewed product > purchased product)
Product view and purchase within a visit. daily
Cross-selling (purchased product > purchased product)
Both purchases within a visit. daily
Cross-selling (viewed product > viewed product)
Both product views within a visit. hourly
Up-selling (purchased product > purchased product)
The two purchases during different visits, no more 30 days apart.
daily
Up-selling (Viewed to Bought) Products often bought with products in basket
Upselling (Viewed to Bought) Products often bought with products in basket.
real time
2.2.5.3 Rules: Which product for which users?
General rules determine the products that are viewed/bought the most often.
For setting individual rules, please ask your Webtrekk support consultant.
General rules Description Update frequency
Top sellers (last 3 months) The most frequently bought products in the last 90 days. daily
Hot sellers (last 30 hours) The most frequently bought products in the last 30 hours. hourly
Top viewed (last 3 months) The most frequently viewed products in the last 90 days. daily
Top Viewed Products of Campaign and SEM Keyword
The most frequently viewed products in the last 90 days
using the same campaign and keyword. hourly
Top Seller Products of Campaign and SEM Keyword
The most frequently bought products in the last 90 days
using the same campaign and keyword. hourly
Placements determine where and how the content is displayed.
The following are differentiated:
▪ Onsite
▪ Overlay
▪ Reco API
2.3 WHERE? - Placements
With Onsite placements you determine where and how on the website Banner or Recommendations
are shown.
▪ On an on-site placement both Banner and Recommendations can be displayed. This is activated while
configuring the Placement.
Example: First-time visitors see a banner, returning visitors see the most recently viewed products.
▪ Configuration under “Marketing Automation > Placements > Onsite”.
2.3.1 Onsite
Onsite 1
Onsite 2
Onsite 3
2.3.1 Onsite
Definition of the DIV element
▪ A DIV Container with an ID has to be inserted in the
HTML code of the website.
▪ This ID is stored in the Placement.
▪ “URL restriction” permits limitation if the DIV ID is present more than once on the website and the campaign is
not to be displayed everywhere. Placeholders (“*”) are supported.
Regular expressions are not supported in the “URL restriction”.
Example:The DIV ID “header-banner” is used. The campaign is only delivered on all pages in the “solutions” area.
DIV ID = header-banner
DIV ID =left-1
DIV ID =left-2
▪ For the quicker selection of a Div element there is a selection guide below „Basic settings“ available.
▪ After entering a URL it is possible to to choose from given Div elements via mouse or from the list right beside it.
2.3.1 Onsite
Enter a URL containing Div elements
Div element via mouse
Div element from list
2
1
3b
3a
Applyselection
4
Configuration of the Onsite-Placement for using the Recommendation: (1/4)
▪ The configuration is divided into 6 main points and displayed on the left, the live preview on the right.
▪ As a rule, the preview pane shows a smaller scaled version. The Recommendation can be shown in the original
size via a link.
2.3.1 Onsite
PreviewConfiguration
Configuration of the Onsite-Placement for using the Recommendation: (2/4)
▪ Widget Preview Size: Determines the size of a placement in the preview.
▪ It is possible to choose between predefined and customized sizes.
2.3.1 Onsite
2.3.1 Onsite
Configuration of the Onsite-Placement for using the Recommendation: (3/4)
▪ Layout: Determines the content design.
▪ What is the heading?
▪ How many products will be displayed at the same time?
▪ How many products will be suggested in total?
▪ After how many characters will the text be trimmed?
▪ …
▪ Item Categories: Establishes the information that is shown.
▪ What product information will be used?
▪ What will the presentation sequence be?
▪ …
▪ Styling with CSS: Supports graphical formatting.
▪ What font types and sizes will be used?
▪ Integrate a logo or other images?
▪ …
2.3.1 Onsite
Configuration of the Onsite-Placement for using the Recommendation: (4/4)
▪ Control group: Determines the number of deliveries.
▪ What percentage will see no campaign instead of theRecommendation?
▪ Blacklists: Establishes the Blacklists that are used.
▪ Should recently bought products/product categoriesbe excluded?
There are several options in the configuration for using banners:
▪ The placement only takes the space of the div ID and the banner adjusts to it.
▪ The banner will be shown in its original size, regardless of the size of the div ID.
▪ The banner adjusts to the self-configured size of the placement.
2.3.1 Onsite
If you want to display Custom HTML on a placement, Custom HTML must be activated for the
respective Placement.
2.3.1 Onsite
Overlay placements are used to determine how layers are displayed on the website.
▪ Configuration under “Marketing Automation > Placements > Overlay”.
2.3.2 Overlay
Unique name
Size of the overlay
Colour of the overlay background
If not activated, the overlay can be closed by clicking outside it.
Should be activated if the content encourages direct purchase. Otherwise no conversions are reported.
The Reco API ist a REST interface, through which recommendations from Marketing Automation can
be prepared for further automatic processing through other CMS.
▪ As an alternative, the request can be sent by the client. The results then can be processed further
using Javascript.
2.3.3 Reco API
API endpoint– the URL thathas to be called in the CMS.
Necessary entries so that theconfigured rules work.
Shows the configuredcampaigns that are used on the placement.
Following advantages and disadvantages emerge in the comparison to the Onsite widget that is integrated in
Marketing Automation (Chapter 3.3.1):
Advantages:
▪ High performance through direct, server-sided integration in content management systems
▪ For existing recommendations no further effort for styling necessary
▪ Free usage of already existing assortment logics
▪ All configuration possibilities still in Marketing Automation
▪ Enables usage of recos in apps
Disadvantages
▪ Complex implementation
▪ No automatic tracking
▪ No real-time behaviour as a target group available
2.3.3 Reco API
3.1 Functionality
The interaction of Campaigns and Placements is described on the following pages.
▪ Various campaigns can be displayed on a Placement:
Campaign„New season women“
Campaign„New Customer“
Onsite-Placement head
Campaign„New season men“
3.1 Functionality
▪ A campaign can also be activated on more than one Placement:
Campaign„New Customer“
Onsite-Placement head
Onsite-Placement
left-1
3.2 Structure of the User Interface
The user interface is divided into the following sections:
3
Selection of the Webtrekk product1 Account selection/Profile Settings2 Main navigation3
21
3.2 Structure of the User Interface
When being in the Campaign Overview different actions can be made:
Edit, Copy, Delete3
1
3
2
Selection of the view1 Campaign creation2
There are different ways of how you can create a campaign in Marketing Automation.
3.3 Procedure when creating a Campaign
Option A:
Creation of Target Group, Placement and
Content before the Campaign installation.
Option B:
Creation of Target Group, Placement and
Content within the Campaign installation.
Step 1 Creation Target GroupMarketing Automation > Target Groups > ...
Step 2 Creation ContentMarketing Automation > Contents > ...
Step 3 Creation PlacementMarketing Automation > Placements > ...
Step 4 Creation CampaignMarketing Automation > Campaigns > ...
Creation CampaignMarketing Automation > Campaigns > ...
• Creation Target Group• Creation Content• Creation Placement
When creating the campaign each campaign component can be configured.
▪ In the „Content“ section the Frequency Cap
can be activated.
3.3 Procedure when creating a Campaign
Every campaign should have a unique name.
▪ It is recommended to use the different setup components and the creation date for the name in order to attain
an easier analysis afterwards.
Example:
Syntax of the naming: [Placement type]|[Content type]|[Content]|[Target Group]|[Date]
Campaign 1: Onsite|LAYER|Newsletter_Option C|ExitIntent|20160821
Campaign 2: Onsite|RECO|TopSeller_Women|Women_Segment|20160821
Campaign 3: Offsite|AUDIENCE STREAM|GoogleAdwords_HighPotential|HighPotential|20160727
Note:
▪ Full stops are not allowed in the campaign name.
▪ Maximum length is 70 characters.
▪ When changing the campaign name, the teaser tracking will perform under the new name. Hence, there will be
an old and a new campaign.
3.3 Procedure when creating a Campaign
3.4 Example: Creating a Recommendation campaign
The example shows the steps required to display a recommendation campaign.
The most frequently selled products that are also available are displayed. The target group is all
visitors.
▪ Overview of the configuration steps required for campaign creation:
Where? Requirement Comment
An
alyt
ics
Tracking of Products and Orders
Products and orders have to be tracked in Webtrekk Analytics.
Additional ProductInformation
Utilised in the use case: Product Title, Product Price, Product Image, Product Availability.
Mar
keti
ng
Au
tom
atio
n
Defining a Target Group No configuration necessary, since “All Visitors“ are available by default
Configuration ofAssortments
Configured in the use case.
Configuration of the Blacklist Not part of the use case.
Configuration of Rules Not part of the use case.
Configured PlacementPlacement has to be configured already. Defined in the use case “Home – left column.“
3.4 Example: Creating a Recommendation campaign
1. Configuration of the Assortment
▪ The Assortment determines which products will be considered. Non-available products are excluded here.
Configuration under “Marketing Automation > Contents > Recommendations > Assortments > Create assortment”
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
Select the categories to be used in the Recommendation.
Products with no data in the selected categories are not shown.
Filter limits on available products. “Product Availability” is a product category.
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
2. Campaign setup
▪ Configuration under “Marketing Automation > Campaigns > Create a new campaign”
▪ Basic settings
▪ Target Group
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
Onsite|Home-leftcolumn|RECO|TopSeller_Available|S|AllUser
3.4 Example: Creating a Recommendation campaign
▪ Content
▪ Placements
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
What placement will be used?
Content type selection: Recommendation
Selection of the Assortment that was set up
Selection of the rule to apply
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
3. Individualising the Recommendation
▪ The appearance of the Recommendation widget is established in the Placement. This ensures that all campaigns
placed on the Placement have a uniform appearance.
The following for example is configured by default:
▪ Heading “Our recommendations”.
▪ 3 products are in the visible area.
▪ 15 products are recommended in total.
▪ The maximum text length is 40 characters.
▪ For 25 percent of views the control group (no campaign) is used.
▪ For the presentation of the Recommendation to deviate from the standard settings, the Placement has to be
adapted.
Configuration under “Marketing Automation > Placements > Onsite > Edit”.
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
Name of the Placement For editing click “Edit”
▪ Configuration of the displayed recommendations
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
View with 3 product recommendations and a maximum of 6 Recommendations:
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The number of products in the visible area and the total number of product recommendations can be adjusted.
▪ Configuration of the displayed recommendations
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
The arrangement and the content to be displayed can be configured using drag & drop.
View with Product Image and Product Title: View with Product Title, Product Image and Product Price:
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▪ Configuration of the CSS
The entire Layout can be adapted (including images, colours …)
3.4 Example: Creating a Recommendation campaign
Configuration of the Assortment1 Campaign setup2 3 Individualising the Recommendation
View with grey Header: View with red Header:
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4 Analysis
There are 2 options for performance evaluation
▪ Performance overview
The most important performance figures per Placement/campaign are available directly in Marketing Automation.
▪ Expanded analysis
For a detailed analysis, use Webtrekk Analytics.
The Shop Performance Dashboard
(Marketing > Dashboard) shows some important
analyses.
4.1 Performance Overview in Marketing Automation
The performance for the last 30 days can be evaluated on the “Performance” tab for campaigns and
Placements.
Example Performance overview for campaign: The Placements are output per campaign.
In order to use the performance analysis, the corresponding teaser performance parameters must be configured in Webtrekk (Configuration >
Custom Parameters > Event Parameters). If you use Live Analytics, please note that data collection for raw data has been activated.
4.1 Performance Overview in Marketing Automation
4.1 Performance Overview in Marketing Automation
▪ Indicators:
Indicator Description
Item views Number of views for a campaign
Clicks Number of clicks for a campaign
Click-through rate Number of clicks on the views (Clicks/Views)
Conversions Number of orders
Conversion rate The ratio of views to Conversions (number of orders/views)
Revenue The generated order value
4.2 Analysis in Analytics
Comprehensive analyses are possible in Webtrekk Analytics.
▪ Click the link “Explore in Analytics” in the performance analysis for the campaign or Placement.
▪ This takes you to “Navigation > Teaser-Performance” in Webtrekk Analytics. Various campaigns can be displayed
in this analysis.
▪ There are two additional information levels in the presentation.
The sequence of the objects can be changed with drag & drop.
4.2 Analysis in Analytics
Designation Webtrekk Analytics Description
Teaser - Placement Name of the placement.
Teaser - Campaign Name of the campaign.
Teaser - Item Name Name of the product.
Teaser – Control Group Differentiation between campaign and control group.
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4.2 Analysis in Analytics
Benefits of the analysis in Analytics:
▪ Linking with all data captured in Webtrekk Analytics.
For example:
▪ “What are banner visitors buying?”
▪ “Does the campaign work for power users, or occasional visitors?”
▪ “Was a mobile device used?”
▪ Regular automated reporting function
▪ Visualisations
▪ Export tool
▪ Individual time periods
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