marketing automation - user interface · 1 marketing automation overview marketing automation is...

Marketing Automation – User Interface

© 2019 Webtrekk GmbHDocument version 1.3

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

Marketing Automation Overview1

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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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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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

Elements of Marketing Automation2

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.


▪ 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


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.


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]


▪ 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.


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.


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):


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




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




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.

A overview of the already existing banner is available on „Contents > Banners“.

2.2.1 Banners

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



▪ 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.



▪ 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.


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


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)


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”


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


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”


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


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


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


▪ 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


▪ 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


▪ 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

Setting up campaigns3

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.


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.


3.4 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.“


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



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.



2. Campaign setup

▪ Configuration under “Marketing Automation > Campaigns > Create a new campaign”


▪ Content

▪ Placements


What placement will be used?

Content type selection: Recommendation

Selection of the Assortment that was set up

Selection of the rule to apply



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”.



Name of the Placement For editing click “Edit”

▪ Configuration of the displayed recommendations



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



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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Notebook A 21 Soundsystem Loud Mouse Logifast



▪ Configuration of the CSS

The entire Layout can be adapted (including images, colours …)



View with grey Header: View with red Header:


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Analysis4

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.



▪ 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.


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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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

To help us improve the training documentation we request an evaluation.

Your feedback assists us with the further optimization of the training documentation.

To do so scroll down on the article page in the Support Center.

To the evaluation

Thank you for your interest in Webtrekk!

This presentation is protected by copyright. Any exploitation, dissemination or use without the consent of Webtrekk GmbH is prohibited!

https://support.webtrekk.com/hc/en-us/articles/115001258889?wt_mc=su.en.ma-bedienoberflaeche.bewertung

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