Agility Harmony/Adobe Analytics Integration Guide

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Agility Harmony Adobe Analytics Integration Guide 3

Table of Contents Preface .......................................................................................................................................................... 4

About this Guide ....................................................................................................................................... 4

Intended Audience .................................................................................................................................... 4

Revision History ........................................................................................................................................ 4

Introduction .................................................................................................................................................. 5

Creating an Adobe Analytics Integration in Agility Harmony ....................................................................... 7

Integration Grid ......................................................................................................................................... 7

Create a New Integration .......................................................................................................................... 7

Uploading Agility Harmony Reporting Data to Adobe Analytics .................................................................. 8

Downloading Adobe Analytics for Agility Harmony Segmentation ............................................................ 10

Setting up Downloads to Agility Harmony .............................................................................................. 10

Tagging Message Links ................................................................................................................................ 12

Preface

About this Guide This guide is part of a set of documents that describe Epsilon’s Agility Harmony’s email marketing platform. The purpose of this guide is to provide a description of Agility Harmony’s integration with Adobe Analytics® using Adobe® Data Connectors™.

Intended Audience This guide is intended for Epsilon Intake, Campaign Management Solutions, Custom Development, and Client Service teams, along with clients who are using Adobe Analytics. This guide covers how to enable an integration and pass data between Agility Harmony Reporting and Adobe Analytics.

Revision History The table below lists the document revision history:

Date Summary of Changes 08.26.14 Initial draft 10.08.14 Second draft 01.22.14 Third Draft 02.10.15 Final

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Introduction Marketers are under increasing scrutiny to prove how their email marketing efforts generate demand, improve awareness, and what percentage of their overall revenue is directly attributed to email. To be successful, campaigns must be relevant, timely, and continuously engaging so customers purchase and repurchase. When tightly integrated, email marketing and web analytics can enable the timely delivery of highly personalized, relevant communications that accelerate conversion and drive increases in marketing return on investment (ROI). After completing the integration, you can:

Create relevant, timely, and targeted email communications based on site behavior using Agility Harmony segmentation

Understand what visitors do on your website after they click an email by viewing Agility Harmony reporting data integrated into the Adobe Analytics reporting interface

The integration of Adobe Analytics and Agility Harmony provides the ability to perform email remarketing by capturing user email addresses and managing email campaigns. These processes provide a powerful tool for your organization by optimizing the best features of both products. Log on to Agility Harmony to:

Define, maintain, and execute campaigns Analyze detailed campaign results Optimize email marketing

Log on to Adobe Analytics to: View integrated campaign results Understand how email campaign visitors behave while on the site Optimize remarketing

The integration is composed of two pieces: Email Campaign Tracking – Tracks the results of email campaign efforts including email response

metrics Email Remarketing – Captures email addresses in Adobe Analytics, which are then sent to Agility

Harmony

The Agility Harmony/Adobe Analytics integration process is illustrated below:

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Creating an Adobe Analytics Integration in Agility Harmony This guide includes:

Creating and updating an integration Defining data to be uploaded to Adobe Analytics Defining data to be downloaded from Adobe Analytics

Integration Grid Click the Integrations tab, then click Adobe Analytics to view a list of all existing integrations. When searching for an integration, click the column headings or use the filters.

The integration grid is illustrated below:

Create a New Integration To create a new integration, click New. The Integrations screen displays. Options include:

• Company Name: The company name used to create a report suite in the Adobe Data Connectors integration.

• Integration Name: The Adobe Analytics report suite you want to use for this new integration. • Notification Email Address: The email address to which you want notifications sent.

Notifications alert the user to whether or not the data transfer between Agility Harmony and Adobe Analytics is successful.

Uploading Agility Harmony Reporting Data to Adobe Analytics Agility Harmony reporting data can be uploaded to Adobe Analytics allowing online marketers to view their email campaign data, and their web analytics data in a single report. Click the Upload tab to setup your Adobe Analytics integration. Options on the Upload tab include:

• Top Level Business Unit: The top level Agility Harmony business unit you want to use in the integration. This can be either the actual business unit or the parent business unit of the business unit you want to use.

• Business Units used for the Integration: Define which business unit’s reporting data you want to upload to the Adobe Analytics report suite.

Note: You can choose data from one or multiple business units to be included in a single Adobe Analytics report suite.

• Upload Schedule: Defines the timeframe during which you want to upload the Agility Harmony reporting data to your Adobe Analytics report suite.

• Classification Mappings: Integrations must include a deployment ID (the unique Agility Harmony identifier for a mailing) and a customer key (the unique Agility Harmony identifier for a customer). Users can also optionally choose to pass a link ID(the unique Agility Harmony identifier for a link in a message). Each of these classification mappings provides keys for pivot breakdowns in Adobe Analytics.

Note: Future enhancements will include message tags as a classification mapping option.

• Metric Event Mappings: Defines the Agility Harmony reporting events included in the Adobe Analytics reports. Users can select the following metrics below:

o Attempted o Delivered o Clicks o Unique Clicks o Bouncebacks o Opens o Unique Opens o Unsubscribed

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The Integration screen is illustrated below:

Note: Saving an integration saves updates made to both the upload and download settings for the integration.

Downloading Adobe Analytics for Agility Harmony Segmentation Adobe Analytics reporting data can be downloaded to Agility Harmony allowing marketers to segment on the web analytics and site metrics calculated as part of an integration. This data can then be used with Agility Harmony transaction tables to segment customers based on their web activity.

The segmentation screen is illustrated below:

Setting up Downloads to Agility Harmony To create downloads, users must be able to select the Adobe Data Connection to which they would like to download the Adobe Event data.

• Download Schedule: Defines the timeframe during which you want events to be downloaded to Agility Harmony transaction tables.

• Include Events: The Adobe Analytics events to download to your transaction table. These are the transaction table values in the Events column. Integration events include:

o Abandon Product o Product Purchase o Product Views

• Include Column Headings: Defines the data fields available for segmentation in an Adobe Analytics transaction table.

The following column headings are mandatory for an Adobe Analytics transaction table:

o Report Suite ID o Customer Key o Date

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The following column headings are optional for an Adobe Analytics transaction table:

• Product • Purchase ID • Email Address • Deployment ID • Link ID • Quantity • Revenue

Note: An Adobe Analytics transactional table is created manually. Users integrating Adobe Analytics should submit a ticket to Epsilon Support asking for the download portion of their integration to be enabled. An API call creates the table with the necessary parameters/column headings.

Tagging Message Links To send Agility Harmony reporting data to Adobe Analytics, links contained in email messages must be tagged. To auto append link tags to each tag in a message, enter the business unit settings of a business unit and create link tags.

The Agility Harmony Web Analytics screen is illustrated below:

The tags created pre-populate in the Tags section of the Links tab when an email message. These tags are also auto-appended to each URL in the sent message. Tags can be overwritten or altered per message by editing the text in the text box shown below.

The Agility Harmony Links screen is illustrated below:

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Link tags must be placed in links in the email message to appropriately send:

• information regarding the web visitor • the message from which the links originated, • and the specific link clicked that led to site activity.

Using link tags involves placing client-side JavaScript code within your email messages that sends page, browser, and visitor data to Adobe Analytics. The table below defines the parameters users must include in their links:

Link Tag

Data Value Description

hpid

${deploymentID} Agility Harmony’s identifier for the scheduled deployment

hctky

${Profile.CustomerKey} Agility Harmony’s identifier for the customer profile

hlkid ${TrackingLinkID}

Agility Harmony’s identifier for the specific link

For other commonly used system variables used for link tagging, see the Commonly Used Harmony System Variables topic on Ignite.