order tracking: when bronto and your commerce platform collide
DESCRIPTION
The most efficient path to higher revenue is through existing customers. And the most effective way to turn one-time buyers into repeat customers is to create campaigns that draw upon past-purchase information. The problem? This info is typically unavailable, incomplete or difficult for marketers to access and use. Bronto makes it easier and faster for commerce marketers to create segments and campaigns that are based on rich past-purchase data. This session will walk through the ever-important first step toward this nirvana – importing orders – as well as provide examples of the magic that happens when Bronto and your commerce platform collide.TRANSCRIPT
Order Tracking When Bronto and Your Commerce Platform Collide
Agenda
• Order Import
• Integrations & Services
• Magic
• Takeaways
• Questions
Order Import Wait, What’s An Order?
Order Import
Data to Capture
• Order ID • Order Date • List of Products Purchased:
• SKU • Name • Category • Description • Image • URL
• Quantity • Price
• Contact Association • Delivery Association (optional)
Order Import - JavaScript
addOrder();
Order Import – JavaScript Tips
• Place on Order Confirmation page
• Captures orders going forward once implemented, no history
• Only an Add • Will duplicate items if order ID already exists
• If not using a private domain, leverage URL Tracking Parameters to create a first-party cookie
Learn more in the app: Home è Settings è Data Exchange
Order Import - API
addOrUpdateOrders(orderObject[] orders);
deleteOrders(orderObject[] orders);
Order Import – API Tips
• Can capture historical orders
• If the order ID already exists, it will perform an Update • The order date and products array will be updated if not null
• The entire products array will be replaced during an Update
• You cannot modify any tracking data with an Update: • email • contactID • tid • deliveryID • etc…
Learn more in the API doc / code samples at dev.bronto.com
Order Import – General Tips
• Email is top priority • If you pass in a tid or contactID as well as an email and they do not
match, the email is used and the others are disregarded
• Tax, Shipping, Discount • Add in as additional items • Can use a negative number for Discount • Will render specially in reports
Integrations & Services Don’t Reinvent the Wheel
Existing Integrations
Bronto Professional Services
• Order Upload • Regularly scheduled FTP upload of order information
• Bronto Extension for Magento Implementation • Install, configure and validate extension
• Developer Kickstart • Provide a step-by-step project plan
• Strategic Sprints • Post-Purchase Series • Lapsed (or Never) Purchaser Series • VIP / Loyalty Program Messaging
Learn more at http://bronto.com/services/scope
The Magic Happens in Bronto TA-DA!
Split Revenue By Channel
Contact Orders & RFM
Segmentation
** BMP comes with allocation of the most recent 100k orders
• Only affects segmentation on order data • Want to bring in full history for reporting & RFM • Can purchase additional blocks of 100k
Use Cases
• Upgrade & Cross-Sell
• Customer Lifecycle Management • Never Purchased • First-Time Buyers • VIPs • Lapsed Purchasers
• Do Not Clean Recent Purchasers From Your List
• Highly Targeted and Relevant Messaging
• Determine Your Focus by Analyzing Orders
Cross-Sell In 4 Easy Steps
Cross-Sell: Step 1
Create Message
Cross-Sell: Step 2
Create Segment
Cross-Sell: Step 3
Create Workflow
Cross-Sell: Step 4
Profit.
What To Remember Like an elephant
Key Takeaways
• Must. Import. Orders.
• Leverage Existing Integrations
• Get Help From Bronto Professional Services
• The Magic Happens in Bronto
Questions? Thank You! [email protected] Professor Marvel