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WebSphere Commerce v7 FEP5
Precision Marketing
Francesco Schettini
E-Commerce Solution Architect
Freelance

@FranSchettini
Extracted from
WCS v.7.0.0.7 Info Center

http://fschettini.com
PRECISION MARKETING

A

Agenda
1.
2.
3.
4.
5.
6.
7.

E-Marketing Spots
Web Activities
Dialog Activities
Targeting Customers
Experiments
Mail activity
Campaign
PRECISION MARKETING

Precision marketing?

“Precision marketing is a technique to retain,
cross-sell and upsell existing customers.”

WebSphere Commerce introduces the
Management Center Marketing Tool
in order to implement
the precision marketing strategies!
PRECISION MARKETING

The Marketing Tool
• Design creative marketing campaigns that can contain web and email
activities;
• Create experiments to test your campaign activities' effectiveness;
• Create and manage marketing content;
• Define the flow of marketing activities;
• Review and manage marketing activities;
• Create and manage search rules;
• Create and manage search rule experiments.
PRECISION MARKETING

1

E-Marketing Spots

“E-Marketing Spots give the Marketing Manager the ability to effectively
communicate with customers without involving IT”
• Create an e-Marketing Spot to reserve an area on a store Web page to
display marketing information to customers;
PRECISION MARKETING

1

E-Marketing Spots - Planification

• To include an e-Marketing Spot on a store page, the store developer must
create a JSP file for the e-Marketing Spot.
• Among other things, this JSP file specifies:
• The name of the e-Marketing Spot
• The types of marketing information to display (that is, content, or category
recommendations, or catalog entry recommendations, or a combination of
these types)
• The maximum number of each type of marketing information that the eMarketing Spot can display at one time
PRECISION MARKETING

1

E-Marketing Spots – Snippets ex.

• ContentAreaESpot.jsp
• This JSP snippet displays a basic e-Marketing Spot, formatted to fit in the
main content area of a store page.
• The code in this JSP snippet can retrieve the following types of data from
the Get MarketingSpotData service:
• Catalog entries
• Categories
• Content, such as an advertisement
• ScrollingProductsESpot.jsp
• This snippet is used to display list of scrollable catalog entries or
categories, within a scrollable pane widget in an e-Marketing Spot on a
store page
• The code in this JSP snippet can retrieve the following types of data from
the Get MarketingSpotData service:
• Catalog entries
• Categories
PRECISION MARKETING

2

Web Activities
“Control what displays in predefined
e-Marketing Spots on your store pages.”

• Web activity determines what to show the customer at that point in that time.
• Web activities can display:
• Marketing images;
• Recommendations for categories and products, including cross-sells and
up-sells;
• A list of a customer's recently viewed products or categories;
• Lists of best-selling or top-browsed products;
• Coremetrics Intelligent Offer recommendations.
• Each e-Marketing Spot typically has one or more Web activities associated
with it.
PRECISION MARKETING

2

Web Activities – Simple example

E-marketing
Spot

Action
PRECISION MARKETING

2

Web Activities – Use segmentation
Branch

Customer
Segment

E-marketing
Spot

Action
PRECISION MARKETING

2

Web Activities – Use browsing behavior
Branch

Browsing
Behaviour

E-marketing
Spot

Action
PRECISION MARKETING

2

Web Activities

1

2
Branches

Spot

3
Targets

4
Actions

1-1
Mandatory

Mandatory
PRECISION MARKETING

2

Web Activities
PRECISION MARKETING

2

Web Activities - Targets

“Targets define which customers experience your marketing activity.”

Search
criteria and
results

Customer
segment

Shopping
Cart

Promotion Checker

Day/Time

Social Commerce
Participation

Targets
Cookie
Contents

Purchase
History
Current
Page

Catalog Browsing
Behavior

Online Behavior
External Site
Referral
PRECISION MARKETING

2

Web Activities - Actions
“Actions define what to do based on the activity flow.”

Display
Location-based
content

Recommend
Catalog Entry

Recommend
Content

Display
Promotional Price

Display Coremetrics
Intelligent Offer

Actions

Add To or Remove
From Customer Segment

Display Top
Browsed

Display Best
Sellers

Recommend
Category
Display
Merchandising
Association
Recommend
Promotion

Display
Recently
Viewed
PRECISION MARKETING

2

Web Activities

Create a
Web Activity
PRECISION MARKETING

3

Dialog Activities
“Automate marketing actions based on the specific behavior
of your customers over time”

• Dialog activity triggers actions
• when customers do something specific or
• when a an event occur.
• Classic trigger examples are :
• The customer registers;
• The customer places an order.
PRECISION MARKETING

3

Dialog Activities – simple example

Trigger

Action

Action
PRECISION MARKETING

3

Dialog Activities

• When a customer registers, send the customer a thank-you e-mail
message containing some promotional advertisements.
• When a customer places an order, if the customer has spent over $1000 at
your store, add the customer to the "Big Spenders" customer segment.
• When a customer has abandoned a shopping cart for 3 days, send the
customer an e-mail message as a reminder of their recent shopping visit.
Issue the customer a coupon for 20% off their order.
• When a customer places an order, check whether the customer's purchase
history contains catalog entries from the Boys or Girls categories. If so, add
the customer to the "Customers who buy children's clothing" customer
segment.
• On a customer's birthday, send the customer a text message with a
birthday wish and a link to your store.
Trigger

Target

Action
PRECISION MARKETING

3

Dialog Activities – customer loyalty
Action

Trigger

Action

Trigger

Action
PRECISION MARKETING

3

Dialog Activities – abandoned cart
Action

Trigger

Branch

Trigger

Trigger

Action

Action
PRECISION MARKETING

3

Dialog Activities

1

2
Branches

Trigger

3
Targets

4
Actions

1-n
Mandatory

Mandatory
PRECISION MARKETING

3

Dialog Activities - Triggers

“Triggers define the event that causes your Dialog activity to start or
continue.”

Customer checks in
Customer Checks out
with promotion

Subscription
Event
Recurring
Order Event

Customer Searches

Wait
Customer
Registers
Customer
Places Order

Triggers

Customer
Participates
in Social
Commerce

Customer Abandons
Shopping Cart

Wait for event

Customer is
Customer
in a segment
Celebrates Birthday
PRECISION MARKETING

3

Dialog Activities - Targets

“Targets define which customers experience your marketing activity.”

Search
criteria and
results

Customer
segment

Shopping
Cart

Promotion Checker

Day/Time

Social Commerce
Participation

Targets
Cookie
Contents

Purchase
History
Current
Page

Catalog Browsing
Behavior

Online Behavior
External Site
Referral
PRECISION MARKETING

3

Dialog Activities - Actions
“Actions define what to do based on the activity flow.”

Actions

Add To or Remove
From Customer Segment

Issue Coupon

Send message
PRECISION MARKETING

3

Dialog Activities

Create a
Dialog
Activity
PRECISION MARKETING

4

Customer segmentation
“A customer segment is group of customers who share one
or more attributes that are relevant to marketing activities.”

• The customer segments that you create in Management Center are
considered dynamic. These segments are dynamic because customers
belong to the segment based on their personal data, purchase history, and
behavior, all of which can change over time
• Classic customer segment examples are :
• all registered customers;
• all customers who have spent over $1000 at the store;
• all male customers over the age of 40.
PRECISION MARKETING

4

Customer segmentation - population

1. Selecting a set of attributes from the customer segment properties view;

2. Using marketing activities to add or remove customers;
1. Using Coremetrics Analytics to populate customer segments.
PRECISION MARKETING

4
•

Registration
•
•
•

•

Registration status
Registration date
Last registration update

Demographic
•
•
•
•
•
•
•

•

Customer segmentation - attributes

Gender
Current age according to supplied birth date
Age group
Annual income
Marital status
Children
Household size

Address
•
•
•
•
•
•

City
Province
Country
ZIP
Phone
E-mail
PRECISION MARKETING

4
•

Purchase details
•
•
•

•

Customer segmentation - attributes
Amount spent since registration
Orders
Last purchase date

Miscellaneous
•
•
•
•
•
•

Last store visit date
Job funcion
Interests
Company name
Currency
Language
PRECISION MARKETING

5

Experiment
“Marketing experiments enable Marketing Managers to run
alternative paths within existing web activities
to determine whether small changes
might improve the effectiveness of a web activity..”

• Test the effectiveness of your marketing activities, promotions, and site
pages.
• Assign customers to the control or test element, and track their response.
• You can add an experiment to a web activity to deliver an alternative
marketing message.
• You can experiment with:
• The content that the web activity displays
• The target customer segment
• The e-Marketing Spot in which the web activity displays
• The web activity displayed in a particular e-Marketing Spot
PRECISION MARKETING

5

Experiment – an example using content
Experiment

Action

Control Path

Experiment Path

Spot

Action
PRECISION MARKETING

5

Experiment – an example using content
PRECISION MARKETING

5

Experiment - content

1

2
Experiment

Spot

3
Branches

4
Targets

5
Actions

1-1
Mandatory

Mandatory

Mandatory
PRECISION MARKETING

5

Experiment – an example using spot

Experiment

Spot

Action

Control Path

Experiment Path

Spot

Action
PRECISION MARKETING

5
Spot

Experiment – an example using action
Experiment

Target

Action

Control Path

Experiment Path

Target

Action
PRECISION MARKETING

5

Experiment – spot or actions

1
Experiment

2

3

Spot

Branches

4
Targets

5
Actions

1-n
Mandatory

Mandatory

Mandatory
PRECISION MARKETING

5

Experiment

Create an
experiment
PRECISION MARKETING

6

E-mail activities
“Use e-mail activities to deliver news and promotions
to customers using e-mail.”

• E-mail activities send a single, dynamic e-mail message to multiple
recipients;
• Because individual e-mails are generated for each e-mail address, you
can personalize the e-mail content for each recipient;
• Each e-mail activity requires an e-mail template that defines the content
of the e-mail.
• E-mail activities can exist in three states:
• sent;
• not sent;
• and scheduled but not sent.
PRECISION MARKETING

6
•
•
•
•
•

E-mail activities - template

Name
Description
Record number of emails opened
Email subject
Placeholders
Email content
• First Name
• Last Name
• Link with one of the following click action
• Display catalog entry
• Display category
• Issue coupon
• Add to shopping cart
• Add to wish list
• Unsubscribe
• Content Spot
• E-Marketing Spot
• Promotion code
PRECISION MARKETING

6

E-mail activities – delivery failure
“delivery of e-mail sent as part of an e-mail activity
is subject to failure for a number of reasons”

• A bounce-back is a case where an outgoing e-mail fails to arrive at its
destination, and ends up in the sender's inbox instead;
• Bounce-backs fall into two categories:
• Hard: e-mail address to which you sent the message is not valid
• Soft: caused by some event or situation that is typically considered
temporary
• When you create an e-mail activity, you have the option of specifying how
WebSphere Commerce should handle soft bounce-backs. You have the
option of having the message re-sent, and if so, how often, and how long
after the initial send date to wait before re-sending.
PRECISION MARKETING

7

Campaigns
“Campaigns are managed by Marketing Managers,
in order to keep a store's marketing activities organized”

• Marketing campaigns organize your marketing activities into logical groupings.
• Creating these campaigns helps find out which activities belong to which
marketing efforts, as well as organizing associated statistics for the group of
activities.
PRECISION MARKETING

References
• WebSphere Commerce Marketing and Promotions
Howard Borenstein - December 2011
•

WebSphere Commerce InfoCenter v7
http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/index.jsp

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WebSphere Commerce Precision Marketing

  • 1. WebSphere Commerce v7 FEP5 Precision Marketing Francesco Schettini E-Commerce Solution Architect Freelance @FranSchettini Extracted from WCS v.7.0.0.7 Info Center http://fschettini.com
  • 2. PRECISION MARKETING A Agenda 1. 2. 3. 4. 5. 6. 7. E-Marketing Spots Web Activities Dialog Activities Targeting Customers Experiments Mail activity Campaign
  • 3. PRECISION MARKETING Precision marketing? “Precision marketing is a technique to retain, cross-sell and upsell existing customers.” WebSphere Commerce introduces the Management Center Marketing Tool in order to implement the precision marketing strategies!
  • 4. PRECISION MARKETING The Marketing Tool • Design creative marketing campaigns that can contain web and email activities; • Create experiments to test your campaign activities' effectiveness; • Create and manage marketing content; • Define the flow of marketing activities; • Review and manage marketing activities; • Create and manage search rules; • Create and manage search rule experiments.
  • 5. PRECISION MARKETING 1 E-Marketing Spots “E-Marketing Spots give the Marketing Manager the ability to effectively communicate with customers without involving IT” • Create an e-Marketing Spot to reserve an area on a store Web page to display marketing information to customers;
  • 6. PRECISION MARKETING 1 E-Marketing Spots - Planification • To include an e-Marketing Spot on a store page, the store developer must create a JSP file for the e-Marketing Spot. • Among other things, this JSP file specifies: • The name of the e-Marketing Spot • The types of marketing information to display (that is, content, or category recommendations, or catalog entry recommendations, or a combination of these types) • The maximum number of each type of marketing information that the eMarketing Spot can display at one time
  • 7. PRECISION MARKETING 1 E-Marketing Spots – Snippets ex. • ContentAreaESpot.jsp • This JSP snippet displays a basic e-Marketing Spot, formatted to fit in the main content area of a store page. • The code in this JSP snippet can retrieve the following types of data from the Get MarketingSpotData service: • Catalog entries • Categories • Content, such as an advertisement • ScrollingProductsESpot.jsp • This snippet is used to display list of scrollable catalog entries or categories, within a scrollable pane widget in an e-Marketing Spot on a store page • The code in this JSP snippet can retrieve the following types of data from the Get MarketingSpotData service: • Catalog entries • Categories
  • 8. PRECISION MARKETING 2 Web Activities “Control what displays in predefined e-Marketing Spots on your store pages.” • Web activity determines what to show the customer at that point in that time. • Web activities can display: • Marketing images; • Recommendations for categories and products, including cross-sells and up-sells; • A list of a customer's recently viewed products or categories; • Lists of best-selling or top-browsed products; • Coremetrics Intelligent Offer recommendations. • Each e-Marketing Spot typically has one or more Web activities associated with it.
  • 9. PRECISION MARKETING 2 Web Activities – Simple example E-marketing Spot Action
  • 10. PRECISION MARKETING 2 Web Activities – Use segmentation Branch Customer Segment E-marketing Spot Action
  • 11. PRECISION MARKETING 2 Web Activities – Use browsing behavior Branch Browsing Behaviour E-marketing Spot Action
  • 14. PRECISION MARKETING 2 Web Activities - Targets “Targets define which customers experience your marketing activity.” Search criteria and results Customer segment Shopping Cart Promotion Checker Day/Time Social Commerce Participation Targets Cookie Contents Purchase History Current Page Catalog Browsing Behavior Online Behavior External Site Referral
  • 15. PRECISION MARKETING 2 Web Activities - Actions “Actions define what to do based on the activity flow.” Display Location-based content Recommend Catalog Entry Recommend Content Display Promotional Price Display Coremetrics Intelligent Offer Actions Add To or Remove From Customer Segment Display Top Browsed Display Best Sellers Recommend Category Display Merchandising Association Recommend Promotion Display Recently Viewed
  • 17. PRECISION MARKETING 3 Dialog Activities “Automate marketing actions based on the specific behavior of your customers over time” • Dialog activity triggers actions • when customers do something specific or • when a an event occur. • Classic trigger examples are : • The customer registers; • The customer places an order.
  • 18. PRECISION MARKETING 3 Dialog Activities – simple example Trigger Action Action
  • 19. PRECISION MARKETING 3 Dialog Activities • When a customer registers, send the customer a thank-you e-mail message containing some promotional advertisements. • When a customer places an order, if the customer has spent over $1000 at your store, add the customer to the "Big Spenders" customer segment. • When a customer has abandoned a shopping cart for 3 days, send the customer an e-mail message as a reminder of their recent shopping visit. Issue the customer a coupon for 20% off their order. • When a customer places an order, check whether the customer's purchase history contains catalog entries from the Boys or Girls categories. If so, add the customer to the "Customers who buy children's clothing" customer segment. • On a customer's birthday, send the customer a text message with a birthday wish and a link to your store. Trigger Target Action
  • 20. PRECISION MARKETING 3 Dialog Activities – customer loyalty Action Trigger Action Trigger Action
  • 21. PRECISION MARKETING 3 Dialog Activities – abandoned cart Action Trigger Branch Trigger Trigger Action Action
  • 23. PRECISION MARKETING 3 Dialog Activities - Triggers “Triggers define the event that causes your Dialog activity to start or continue.” Customer checks in Customer Checks out with promotion Subscription Event Recurring Order Event Customer Searches Wait Customer Registers Customer Places Order Triggers Customer Participates in Social Commerce Customer Abandons Shopping Cart Wait for event Customer is Customer in a segment Celebrates Birthday
  • 24. PRECISION MARKETING 3 Dialog Activities - Targets “Targets define which customers experience your marketing activity.” Search criteria and results Customer segment Shopping Cart Promotion Checker Day/Time Social Commerce Participation Targets Cookie Contents Purchase History Current Page Catalog Browsing Behavior Online Behavior External Site Referral
  • 25. PRECISION MARKETING 3 Dialog Activities - Actions “Actions define what to do based on the activity flow.” Actions Add To or Remove From Customer Segment Issue Coupon Send message
  • 27. PRECISION MARKETING 4 Customer segmentation “A customer segment is group of customers who share one or more attributes that are relevant to marketing activities.” • The customer segments that you create in Management Center are considered dynamic. These segments are dynamic because customers belong to the segment based on their personal data, purchase history, and behavior, all of which can change over time • Classic customer segment examples are : • all registered customers; • all customers who have spent over $1000 at the store; • all male customers over the age of 40.
  • 28. PRECISION MARKETING 4 Customer segmentation - population 1. Selecting a set of attributes from the customer segment properties view; 2. Using marketing activities to add or remove customers; 1. Using Coremetrics Analytics to populate customer segments.
  • 29. PRECISION MARKETING 4 • Registration • • • • Registration status Registration date Last registration update Demographic • • • • • • • • Customer segmentation - attributes Gender Current age according to supplied birth date Age group Annual income Marital status Children Household size Address • • • • • • City Province Country ZIP Phone E-mail
  • 30. PRECISION MARKETING 4 • Purchase details • • • • Customer segmentation - attributes Amount spent since registration Orders Last purchase date Miscellaneous • • • • • • Last store visit date Job funcion Interests Company name Currency Language
  • 31. PRECISION MARKETING 5 Experiment “Marketing experiments enable Marketing Managers to run alternative paths within existing web activities to determine whether small changes might improve the effectiveness of a web activity..” • Test the effectiveness of your marketing activities, promotions, and site pages. • Assign customers to the control or test element, and track their response. • You can add an experiment to a web activity to deliver an alternative marketing message. • You can experiment with: • The content that the web activity displays • The target customer segment • The e-Marketing Spot in which the web activity displays • The web activity displayed in a particular e-Marketing Spot
  • 32. PRECISION MARKETING 5 Experiment – an example using content Experiment Action Control Path Experiment Path Spot Action
  • 33. PRECISION MARKETING 5 Experiment – an example using content
  • 34. PRECISION MARKETING 5 Experiment - content 1 2 Experiment Spot 3 Branches 4 Targets 5 Actions 1-1 Mandatory Mandatory Mandatory
  • 35. PRECISION MARKETING 5 Experiment – an example using spot Experiment Spot Action Control Path Experiment Path Spot Action
  • 36. PRECISION MARKETING 5 Spot Experiment – an example using action Experiment Target Action Control Path Experiment Path Target Action
  • 37. PRECISION MARKETING 5 Experiment – spot or actions 1 Experiment 2 3 Spot Branches 4 Targets 5 Actions 1-n Mandatory Mandatory Mandatory
  • 39. PRECISION MARKETING 6 E-mail activities “Use e-mail activities to deliver news and promotions to customers using e-mail.” • E-mail activities send a single, dynamic e-mail message to multiple recipients; • Because individual e-mails are generated for each e-mail address, you can personalize the e-mail content for each recipient; • Each e-mail activity requires an e-mail template that defines the content of the e-mail. • E-mail activities can exist in three states: • sent; • not sent; • and scheduled but not sent.
  • 40. PRECISION MARKETING 6 • • • • • E-mail activities - template Name Description Record number of emails opened Email subject Placeholders Email content • First Name • Last Name • Link with one of the following click action • Display catalog entry • Display category • Issue coupon • Add to shopping cart • Add to wish list • Unsubscribe • Content Spot • E-Marketing Spot • Promotion code
  • 41. PRECISION MARKETING 6 E-mail activities – delivery failure “delivery of e-mail sent as part of an e-mail activity is subject to failure for a number of reasons” • A bounce-back is a case where an outgoing e-mail fails to arrive at its destination, and ends up in the sender's inbox instead; • Bounce-backs fall into two categories: • Hard: e-mail address to which you sent the message is not valid • Soft: caused by some event or situation that is typically considered temporary • When you create an e-mail activity, you have the option of specifying how WebSphere Commerce should handle soft bounce-backs. You have the option of having the message re-sent, and if so, how often, and how long after the initial send date to wait before re-sending.
  • 42. PRECISION MARKETING 7 Campaigns “Campaigns are managed by Marketing Managers, in order to keep a store's marketing activities organized” • Marketing campaigns organize your marketing activities into logical groupings. • Creating these campaigns helps find out which activities belong to which marketing efforts, as well as organizing associated statistics for the group of activities.
  • 43. PRECISION MARKETING References • WebSphere Commerce Marketing and Promotions Howard Borenstein - December 2011 • WebSphere Commerce InfoCenter v7 http://pic.dhe.ibm.com/infocenter/wchelp/v7r0m0/index.jsp