Version 3 January 15, IBM LIV User s Guide

Transcription

1 Version 3 January 15, 2013 IBM LIV User s Guide

2 Note Before using this information and the product it supports, read the information in Notices on page 47. IBM Digital Marketing and Analytics is the new generation of IBM Coremetrics products. See this table for details on new product naming. Previous Product Name IBM Coremetrics AdTarget IBM Coremetrics Benchmark IBM Coremetrics Enterprise Analytics IBM Coremetrics Explore IBM Coremetrics Import IBM Coremetrics Export IBM Coremetrics Intelligent Offer IBM Coremetrics Lifecycle IBM Coremetrics LIV IBM Coremetrics Monitor IBM Coremetrics Search Marketing IBM Coremetrics Social Analytics IBM Coremetrics Tag Manager IBM Coremetrics Web Analytics New Product Name IBM AdTarget IBM Digital Analytics Benchmark IBM Digital Analytics Multisite IBM Digital Analytics Explore IBM Digital Analytics Import IBM Digital Analytics Export IBM Digital Recommendations IBM Digital Analytics Lifecycle IBM LIV IBM Digital Analytics Monitor IBM Search Marketing IBM Digital Analytics for Social Media IBM Digital Data Exchange IBM Digital Analytics The documentation distributed with the IBM Digital Analytics products is confidential and proprietary to IBM and as such is subject to the provisions of any confidentiality agreement executed between the parties. Regardless of the specific provisions of any such confidentiality agreement, the parties hereby agree to treat the referenced documentation as the confidential information of IBM and further agree not to distribute such documentation to any third party or to copy such documentation except as expressly permitted in any license agreement between the parties pertaining to such products. Licensed Materials - Property of IBM Copyright IBM Corporation 2004, US Government Users Restricted Rights Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp.

3 Contents Chapter 1. Introducing LIV Solution description Key features System requirements LIV Language/Localization Support Application usage requirements Application provisioning User administration Application access Chapter 2. Using LIV Application overview Report menu Performance report Campaign Zoom Report Lifetime Performance Report Integrate Menu Partners Best practices Custom formats Manage menu Segments Feed management FTP management Connect Certified LIV Partners Experian CheetahMail ExactTarget Responsys Silverpop StrongMail e-dialog ecircle Future partners Chapter 3. IBM Digital Analytics application retargeting Chapter 4. LIV FAQs Appendix A. Additional Contact Information Appendix B. Support Notices Trademarks Privacy Policy Considerations Copyright IBM Corp. 2004, 2013 iii

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5 Chapter 1. Introducing LIV Solution description Key features IBM LIV is a precision marketing application that facilitates the creation and execution of targeted campaigns to improve open, click-through, and conversion rates as well as overall customer engagement and satisfaction levels for your channel. LIV will help you deliver relevant messaging and offers, based on detailed web analytics behavioral data to provide exactly the right communication and offer at the right time for your web site visitors and customers. Furthermore, LIV integrates with IBM Digital Analytics Connect certified service providers to improve campaign distribution and efficiency. The latest version of LIV delivers best practice programs (targeting site browsers, abandoners, converters, or dormant visitors), advanced segmentation and filtering, configurable trigger schedules, native reporting to track campaign performance, and data import from third parties all within one application. Best Practice Programs LIV offers new best practice program definitions to get your initiatives running quickly. You can easily target site browsers, abandoners, converters, or dormant customers with relevant messaging to increase conversion, engagement and demand. Advanced Segmentation The scope of the LIV segmentation capabilities has been significantly enhanced to provide more options for defining custom remarketing segments. Also, activity attribute filters can be applied to segments that are created within LIV for more precise targeting. Native Reporting In addition to tracking channel performance with IBM Digital Analytics industry leading attribution analysis in IBM Digital Analytics, marketers can quickly gain insight to campaign effectiveness directly from within LIV in its new flexible reporting interface. Service Provider Imports Import and view inbox success metrics captured by your partner (for example, open and click-through rates, and bounce-backs) in line with the campaign onsite KPIs reported by IBM Digital Analytics (for example, conversion rate, sales, and events completed) to evaluate overall campaign success; a true 360-degree view of your marketing initiatives. Flexible Export Formats Create visitor profile-based data exports or visitor activity-record exports based on the needs of your organization or those of the service provider you work with. Enhanced Integration Leverage the extensive community of Connect certified service providers to use their advanced campaign set up and delivery tools while quickly improving relevancy. Copyright IBM Corp. 2004,

6 System requirements All users should maintain: v Flash v10 or v v Browser: Internet Explorer v7 through v9, Firefox v2 through v14. v RAM: 1G+ LIV Language/Localization Support LIV supports the following languages, locales, and verticals: US/ English UK/ English FR/ French DE/ German ES/ Spanish JP/ Japanese Retail Available Available Available Available Available Available Content Available Available Available Available Available Available Finance Available Available Available Available Available Available Travel Available Available Available Available Available Available Content/ Commerce Available Available Available Available Available Available Configure the language you want to use for LIV by selecting one of the supported languages from the drop down menu provided on the LIV welcome page. Application usage requirements Application provisioning User administration LIV is available to all IBM Digital Analytics clients that want to license the application. LIV clients are not required to work with one of the current Connect certified service provider partners to use the application. Targeted visitor activity exports can be delivered to any valid target specified. You should always communicate with any third party recipient about the nature of the LIV data feed you want to export so that the properly the data feed will operate correctly in their system. When your organization executes a LIV licensing agreement with IBM Digital Analytics, LIV is enabled by IBM Digital Analytics Provisioning Services for the Client IDs that are included in your license agreement. By defualt, the LIV application is enabled only for those user accounts that are members of your Administrator user group. If user accounts in other groups require LIV access, you can enable the application for subsequent user groups. To enable LIV for additional user groups, an Administrator from your organization will need to log in to Digital Analytics for the applicable ClientIDs and perform the following steps: 1. Navigate to Admin on the menu bar. 2. Click Manage Groups in the left navigation panel. 2 IBM LIV User s Guide

7 Application access 3. Click the name of the User Group that you want to edit, or create a new User Group. Users can access LIV in the following two ways. 1. Use Digital Analytics: a. Log in to Digital Analytics and select the LIV option from the global navigation menu. 2. Use Direct Authentication: a. Enter into a supported web browser. You will be presented with a LIV login screen. Enter your Client ID and User Name and Password to authenticate directly into the application Chapter 1. Introducing LIV 3

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9 Chapter 2. Using LIV Application overview In addition to IBM Search Marketing, IBM Digital Recommendations, and IBM AdTarget, IBM LIV is part of the IBM Digital Analytics Continuous Optimization Platform. LIV facilitates the optimization of campaigns executed by industry leading service provider partners as well as in house fulfillment systems. LIV delivers targeted customer segments and their corresponding site activities to help define the most relevant conversations and offers to include in your messaging. The LIV user interface is divided into three primary menus or areas of functionality. Report v Which campaigns are performing well and which ones are not meeting my goals? v How can I view program effectiveness metrics provided by my service provider directly in line with onsite performance metrics tracked by IBM Digital Analytics? In the LIV Report menu, campaign reports allow your marketers to track the performance of programs that you launched and are tracking with the IBM Digital Analytics Marketing Management Center parameters. LIV performance reports provide summary level metrics (both from the inbox and onsite) for your programs, and directs you to areas that you might want to analyze further with IBM Digital Analytics industry leading marketing attribution solutions. Click attribution performance can be analyzed in detail with the Digital Analytics Marketing Programs report and ad hoc reports related to your marketing campaigns can be created in Explore. Integrate v How can I configure certified exports with my service provider? v v My current service provider is not Connect certified for LIV and doesn't have robust data storage capabilities. How can I still execute business rules and logic for some of my fundamental programs like Cart Abandonment without requiring my partner to store significant amounts of visitor activity data in their system? How can I directly specify customer segments based on visitor activity from my site for re-targeting or re-acquisition purposes using the channel? v I want to maintain complete control over my organization's site activity data and which third parties I would like to share data with. In the LIV Integrate menu, you control which organizations you want to share site visitor data with and the specific types of data you want to share for marketing purposes. You can send standard certified LIV data feeds to Connect partners, create best practice program feeds for non-certified partners or for in-house systems, or define a completely custom data export. The Integrate menu's intuitive drag-and-drop interface makes data feed execution with partners easy. Select the partner you want to work with and the types of data you want those organizations to use to create and fulfill campaigns that they will execute on your behalf. From the Integrate page, you maintain Copyright IBM Corp. 2004,

10 complete control over the level of data that your organization shares with third parties. You can choose to send a superset of granular visitor activity records or as little as a list of addresses to execute a predefined campaign against. Manage v What segments have my Marketing Managers created? v What is the status of my LIV exports? v How do I manage the export and import destinations of my data syndications? v How can I learn more about the functionality and best practice support offered by LIV ? In the LIV Manage menu, you can review the current state of your data exports, review all segments that are defined within LIV for use in marketing efforts, set up new target destinations for exports and learn more about LIV by viewing topical video tutorials on various application features. Report menu Although detailed marketing attribution and data exploration analysis is still offered within Digital Analytics and Explore, LIV offers native reporting for your Marketing Managers to get a quick feel for how various campaigns are performing. LIV provides three standard reports. Performance report The LIV Campaign Performance Report provides a view of how your campaigns are performing on a daily basis. The Performance Report is a flat list report where Marketing Vendor, Category, Placement and Item (MMC codes for your campaign links) have been preconfigured as key display columns. Many key metrics, from both your service provider and IBM Digital Analytics site tags, are included for analysis (for example, s Delivered, Bounce Rate, Clicks, Sales, Orders, Visitors, or Conversion Rate). Campaign Zoom Report The LIV Campaign Zoom Report provides a view of the effects of your campaign on Products, Conversion Events and a view of visitor geographies. The Campaign Zoom Report is a flat list report where three relational zoom reports have been applied. The first relational zoom focuses on product sales that are associated with a specified campaign code. The second relational zoom offers details about events that are associated with a specified campaign code. The third zoom offers city, country and state analysis for your campaigns. Lifetime Performance Report The LIV Lifetime Performance report provides a complete view of the campaign effectiveness from the day a campaign instance is launched up to the time that you are interested in analyzing. The Lifetime Performance report provides data at a daily level of granularity and you can select for analysis any day during which a campaign was active. The report is organized hierarchically by the VCPI (MMC Vendor, Category, Placement, and Item) codes that you assigned to a campaign. 6 IBM LIV User s Guide

11 All standard report features for selecting date ranges, viewing a trend graph, annotating a report, and so on, have been provided for all three LIV report types. Also, if you imported metric values for a campaign from your partner, they will be provided for use in the Performance Report. Integrate Menu Note: Detailed click-attribution and overall campaign performance analysis is offered within your Digital Analytics standard services. You can use the Marketing Programs report for detailed click-attribution analysis for a greater understanding of the overall contribution of the channel and a deeper understanding of the relative performance of campaigns. Custom data exploration and report creation is offered within Explore for clients that have licensed that solution. Imported service provider metrics are only available within the reports offered in LIV . The LIV Integrate menu is your console for defining the campaign data feeds you want to schedule and send to Connect certified service provider partners or to any other valid FTP endpoint. The LIV Integrate menu offers three primary data export types: Partner feeds, Best Practice feeds and Custom Format feeds. The different export options are provided from the left panel of the Integrate menu. Click on a header section to reveal the different types of exports you can configure. Chapter 2. Using LIV 7

12 Partners All current service provider organizations that have achieved Connect certification appear as selectable options in the Partners section of LIV . To become a certified partner for LIV , service provider organizations must have a repeatable solution for integration with IBM Digital Analytics by accepting and internalizing LIV data feeds within their applications. At a minimum, this requires the partner to accept at least one of the supported LIV feed formats. The Partners setup page will, by default, display only the type of LIV export (data fields included and file format accepted) on which the partner was certified. The following are the basic steps for setting up a Partner LIV feed. 1. Select your organization's Connect certified partner. The LIV intuitive drag-and-drop user interface makes partner enablement easy. Select and drag your partner from the left frame to the right frame of the page. 2. Specify the details of your Partner Integration. When you have selected the service provider for your organization, the LIV screen will update and lock in the pre-defined LIV data export for that partner. The default file schema (including activity fields) for your partner will be displayed in the Selected Fields frame. The only information you need to provide is a name for your export file, the destination target to which the LIV feed should be sent and a list of addresses for any individuals who should be notified of successful or unsuccessful processing and delivery of the LIV feed. Note: Always communicate with your service provider partner about Export Name and FTP target settings because they might have requirements for you to adhere to when you set up your LIV export. Partner exports are locked by default and the data fields that are selected for the export are grayed out or disabled on the right side of the configuration user interface. LIV locks partner export file formats explicitly to make sure that you create a feed that adheres to the data the partner expects to receive within a certified integration with IBM Digital Analytics. Because LIV allows you to create data export feeds with a wide range of visitor activity information and 8 IBM LIV User s Guide

13 in different file formats, the application ensurs that you create a feed that can be internalized immediately by your selected partner. LIV allows you to unlock and edit certified partner export configurations. You can accomplish this task by clicking the lock ( ) icon. Then a warning dialog appears asking you to consult with your partner before changing any aspect of the certified LIV export format. Most Connect certified service provider partners will accept LIV export files that deviate from the standard, but they reserve the right to charge additional customization fees in those instances. So, communicate with your partner whenever you want to send them a LIV feed that differs from the visitor activity data they are expecting to receive in certified LIV exports. If you unlock the partner export configuration, you will subsequently be allowed to add or remove visitor activity fields from your LIV specification. Also, you can remove or add any of the ancillary files that accompany your partner export by default. You can add or remove data fields from your file specification by dragging-and-dropping them from the Available Fields to the Selected Fields frames and vice versa, or you can double-click a field within one of those frames to either add or remove it. All available visitor activity fields are grouped by categories so they can be located and added easily. You may include up to 15 separate visitor activity fields in a LIV export. 3. Activate your LIV export When you finish configuring your LIV export, click Submit to schedule the data feed for daily processing starting the next day. Your newly created LIV feed will be listed at the bottom of the Integrate menu and you can mouse over the feed to ascertain its current status. Also, you can navigate to the Manage > Feed Management page to check the status of all currently configured LIV data exports. Best practices IBM Digital Analytics works with many service provider organizations, but not all of them have completed certification for LIV . Completion of the Connect certification process for LIV is not a prerequisite for leveraging LIV data exports. LIV can send granular visitor activities and targeted segments to any partner organization or in-house fulfillment system to fuel better campaigns. But working with a Connect certified partner for LIV ensures the quickest way to start leveraging site visitor activities to deploy more targeted programs that contain the most relevant content and offers. If you are currently using an service provider that is not Connect certified for LIV , let your IBM Digital Analytics account representative or IBM Digital Analytics support know that you want that organization to be certified. If you are not working with one of the Connect certified partners for LIV or if your partner or in-house tool does not have robust capabilities for storing visitor site activity data over extended periods of time, LIV now offers four Best Practice remarketing feeds where you can execute campaign logic directly within IBM Digital Analytics. The Best Practice program exports include pre-defined cross-session segmentation logic that corresponds to some of the most common behavior-based campaigns. Though the segment logic is pre-defined, LIV still allows you to specify some fundamental aspects of each type of Best Practice program including the ability to apply context filtering to further define the output of the export. The Best Practice programs have been defined by the following industry verticals. Chapter 2. Using LIV 9

14 Note: Clients deployed on the Content Commerce vertical will receive the Retail Best Practice programs. Best Practice programs are not available for Content industry vertical clients at this time. Travel and Product Browser Program Browse-based programs are implemented by marketers who want to tailor messages and offers to a recipient, based on that individual's product and content affinities that are ascertained by observing their browsing behaviors during past site visits. Browse campaigns can take many forms but the underlying goal is to get site browsers back to your site to complete a conversion event by providing vivid, relevant content that resonates with each individual. First, drag-and-drop the browser program icon from the Best Practices section to the Integrate frame of LIV . Your user interface updates and displays a configuration screen that consists of three steps to define your Browser Best Practice Program export. 1. In the Campaign Window tab you are asked to specify both a trigger event delay for the browsing activity and a suppression event window for the corresponding conversion activity (for example, purchase or cart activity for the retail vertical). Browse best practice program feeds recur daily, so you have the most up-to-date targets for your program. For example, assume that you set both your delay for trigger event and suppression event windows to five days. 10 IBM LIV User s Guide

15 In this configuration, when the export feed is compiled every morning, LIV looks for all site visitors that have browsed a product detail page five days prior but who also have not since returned to complete the conversion event (for example, have not carted or ordered any product). If the visitor cookie maps to a registration profile that includes an address, then that visitor is included in the export for that day. The trigger delay and suppression event windows can be set up to 30 days in the past. The timeframe that you select for each of these options depends on the nature of the browse-based campaign that you are planning to deliver. For example, longer trigger windows are preferable for initial touch points to a customer to avoid over saturation of communications and to help alleviate the Big Brother' stigma that can sometimes be associated with web behavioral marketing efforts. 2. LIV offers an optional ability to filter your export target list based on the type of browsing that is applicable to your organization. For example, retail clients might want to target browsers from only specific product categories. To apply a filter, select one of the Criteria Types supported from the drop-down menu and click Add Criteria. This results in a logic editor being displayed where you can enter various string match criteria that will define the filter logic you want to apply. Applying a filter to your best practice feed is optional and you can skip to the final step. Note: LIV filters work just like applying report filters in Explore. The filter logic that is specified is used to include visitors that fit the specified criteria rather than being excluded. 3. Click Name and Other Details to specify other required information to describe your LIV best practice program export. The following LIV export information should be provided. Feed Name (required) Provide a user friendly name for your LIV export. Description (optional) Provide a brief description of your LIV export. Notification List (required Provide address(es) corresponding to individuals that should receive system notifications about the status of the LIV export's daily processing. FTP Target (required) Specify the file server to which IBM Digital Analytics will deliver the Chapter 2. Using LIV 11

16 LIV feed. The FTP Target drop-down menu will display any targets that were previously created by users in your organization. If your LIV export is to be sent to a location not yet specified, click Create to enter the FTP information that is required by IBM Digital Analytics to successfully transmit your LIV export. Frequency (required) Best Practice Program feeds are daily recurring exports. However, you are provided with the option to run a one-time test export based on yesterday's visitor activity if you want to review your LIV feed before you schedule it for daily processing. Inter-field Delimiter (required) A comma is the recommended file delimiter but you can configure your export file to use tab or pipe (vertical bar ) characters instead. File Extension (required) CSV is the default extension that is used for LIV exports irrespective of the inter-field delimiter that you specified. However, you can change the extension of your LIV export to TXT instead of CSV. Note: The file extension applied to your LIV export is not dictated by the inter-field delimiter selection you specified. For example, you may elect to use comma characters as your delimiter but have your export use a file extension of.txt. If you are reviewing LIV export files in Microsoft Excel, note that Excel formatting assumptions are tied to file type as identified by the extension (for example,.csv are assumed to use commas as the field delimiter). Output Fields (required) By default, LIV sends an export that includes only the addresses for the site visitors that meet the best practice program criteria that you specified. However, you can include meta-data that corresponds to the browsing-activity (for example, product ID, product category, session start date or time) in addition to address. Include Header (optional) If you want your LIV export to include a record that contains names for each field in the export, select Include Header. 12 IBM LIV User s Guide

17 When you have provided all the required configuration information for your Browse best practice program, click Submit to activate the daily processing of your LIV feed. The first instance of the export will be sent the day after it was activated. When you have submitted the Browse best practice program, you will see the newly created LIV feed docked in the Integrate with IBM Digital Analytics footer. You can edit your feed at any time by double-clicking it. Booking / Cart / Application Abandoner Program One of the most fundamental campaigns is that of identifying visitors that fail to complete some form of onsite conversion activity such as completing an application for a credit card, ordering a product, or making a booking reservation at a hotel. Abandonment programs can yield a significant amount of incremental revenue and improve the customer experience, if they are executed correctly. The Abandoner best practice program has been designed to help you define daily LIV exports, that consist of site visitors that have abandoned the fundamental conversion process on your site, with targeted content and offers to drive them back to the site to complete the conversion process. 1. Drag-and-drop the Abandonment program icon from the Best Practices section to the Integrate frame of LIV . Your user interface updates and displays a configuration screen that consists of three steps to help define your LIV export. 2. In the Campaign Window tab you are asked to specify both a trigger event delay for the abandonment activity and a suppression event window for the corresponding conversion activity (for example, a purchase event for cart abandonment in the retail vertical). Abandonment best practice program feeds recur daily so you have the most up-to-date targets for your program. For example, assume you will set both your delay for trigger event and suppression event windows to 2 days. In this configuration, when the export feed is compiled every morning, LIV looks for all site visitors that have abandoned two days prior but also have not returned to complete the conversion event since then. If the visitor's cookie maps to a registration profile that includes an address, then that visitor will be included in export for that day. The trigger-delay and suppression-event windows can be set up as far as 30 days in the past. The timeframe that you select for each of these options depends on the nature of the abandonment communication you are planning to deliver. For example, if you are planning to provide a reminder message about an incomplete conversion without any incentive, industry best practices suggest a shorter time frame from 1 to 2 days being used. Longer delays of up to a week should be used when you are offering an incentive to the visitor to return to the site to Chapter 2. Using LIV 13

18 complete the conversion activity as it is sub-optimal to offer conversion incentives to site visitors that are highly likely to return to convert on their own. 3. LIV offers an optional ability to filter your export target list based on the type of conversion abandonment that is applicable to your organization. For example, retail clients might want to target only site abandoners that failed to purchase a specific set of products, product category or even a product attribute. To apply a filter, select one of the Criteria Types supported from the drop-down menu and click Add Criteria. This results in a logic editor being displayed where you can enter various string match criteria that will define the filter logic you want to apply. 4. Click Name and Other Details to specify other required information to describe your LIV best practice program export. The information required is the same as previously mentioned for the Browse best practice program section. When you have provided all of the required configuration information for your Abandonment best practice program, click Submit to activate the daily processing of your LIV feed. The first instance of the export will be sent the day after it was activated. When you have submitted the Abandonment best practice program, you will see the newly created LIV feed docked in the Integrate with IBM Digital Analytics footer. You can edit your feed at any time by double-clicking it. Post Booking / Application / Purchase Program Although most sites have automated programs set up to thank customers for recent purchases, post conversion completion programs are beginning to take on additional use cases. For example, the explosion of user generated content like ratings and reviews to help fuel visitor conversion has spurred best practice communications that dovetail from conversion completion activity. Customer communications to solicit a product reviews is critical for any site's social or word of mouth marketing strategies. However, different sites might require very different criteria regarding the timing of these requests to be delivered. Obviously, you want to give your customers adequate time to receive an order and experience the product before you solicit a review from them or provide them with up-sell / cross-sell recommendations. Post conversion best practice programs will help optimize the success of these types of marketing efforts. 1. Drag-and-drop the post conversion best practice program icon to the Integrate frame of LIV . Your user interface will update and display a configuration screen consisting of three steps to help define your LIV export. 2. In the Campaign Window tab you are asked to specify a trigger event delay for the post conversion activity. Depending on your organization's business needs, you can specify the event trigger for up to 30 days in the past. Again, if you are using this best practice program for thank you communications and/or to cross sell additional products, then shorter event trigger delays are recommended. If you are using post purchase program to solicit a review, a longer trigger delay is advantageous to ensure the customers has had adequate time to use and experience the item they purchased so that thoughtful and helpful user generated content is provided by your customers. 14 IBM LIV User s Guide

19 In this configuration from the above screenshot, when the export feed is compiled every morning LIV will look for all site visitors that converted seven days prior. If the visitor's cookie maps to a registration profile that includes an address, then that visitor will be included in that day's export. As mentioned previously, the trigger delay window can be set up to 30 days in the past. 3. LIV offers an optional ability to filter your export target list based on the type of conversion activity that is applicable to your current initiatives. For example, maybe you have only deployed product ratings and reviews to select categories on your site. The filter option would allow you to pull only customers that have purchased items out of specified categories for a write a review campaign. 4. Click Name and Other Details to specify other required information that helps to describe your LIV best practice program export. The information that is required is the same information that was previously mentioned for the Browse best practice program section. When you have provided all required configuration information for your post conversion best practice program, click Submit to activate the daily processing of your LIV feed. The first instance of the export will be sent the day after it was activated. When you have submitted the post conversion best practice program, you will see the newly created LIV feed docked in the Integrate with IBM Digital Analytics footer. You can edit your feed at any time by double-clicking it. Dormant Customer Program campaigns are very cost effective ways to reengage site visitors that you have not seen in a while and to bring them back to your website. The LIV Dormant Customer best practice program provides a mechanism to stay in communication specifically with registered customers and visitors that you have not seen on your site recently. The type of trigger event you might wish to base dormancy on can vary and for that reason, LIV offers multiple mechanisms for you to define a dormant customer. 1. Drag-and-drop the Dormant Customer best practice program icon to the Integrate frame of LIV . Your user interface updats and displays a configuration screen consisting of three steps to define your LIV export. 2. In the Campaign Window tab you are asked to choose what type of dormant customer you wish to target. You can target individuals that have not visited your site, have not browsed products on your site, have not shopped, or have not purchased from your site in some specified number of days in the past. Simply select the event definition for dormancy you want to use by clicking the Chapter 2. Using LIV 15

20 corresponding radio button option. Next, specify how far back in time you want to define a dormant customer. For this best practice program, you might target customers who engaged in a specific site activity for up to 90 days in the past and have not had a site session since. Depending on your site and the nature of the communication you want to deliver to try to entice a customer back to your site, the optimal trigger delay setting will vary. 3. LIV offers an optional ability to filter your export target list based on the definition of dormancy that you applied. Note: If you selected Visit as your dormancy definition, the Filter tab will be disabled because it is not applicable for this type of trigger event. 4. Click Name and Other Details to specify other required information that helps describe your LIV best practice program export. The information required is the same as previously mentioned for the Browse best practice program section. When you have provided all the required configuration information for your Dormant Customer best practice program, click Submit to activate the daily processing of your LIV feed. The first instance of the export will be sent the day after it was activated. When you have submitted the Dormant Customer best practice program, you will see the newly created LIV feed docked in the Integrate with IBM Digital Analytics footer. You can edit your feed at any time by double-clicking it. Custom formats In addition to offering pre-defined and certified Service Provider partner feeds and Best Practice Program feeds, LIV allows you to define a completely custom export format for any data export of visitor activities used to power a remarketing campaign. LIV supports two types of custom formats: v v Activity Record Feed Customer Record Feed Activity Record Feed The LIV Activity Record Feed delivers an export that is processed daily and that can be configured to include one or more of the following supported visitor site activities. v Product Browsed v Product Purchased v Product Abandoned 16 IBM LIV User s Guide

21 v v v v v Product Carted Onsite Searches Page View Conversion Event Initiated Conversion Event Completed The LIV Activity Record Feeds are arranged where every row in the export corresponds to a unique visitor-activity combination. For example, if a visitor browsed five pages on a site and the LIV Activity Record Feed was configured to include Page View activity, there would be five rows included in the export file that corresponded to each page viewed by the visitor. In addition to the site activity, other related information is included. Export key You can select from one of four supported key columns for your Activity Record Feed. Your export can use ID, Cookie ID, Cookie ID Session ID, or Registration ID as the key column to be included in your export file. Activity type A numeric identifier for the type of activity that is included in every row of the export. 0 Product Browsed 1 Product Purchased 2 Product Abandoned 3 Product Carted 4 Onsite Searches 5 Page Views 6 Conversion Event Initiated 7 Conversion Event Completed Category ID The identifier for the category to which the specific activity pertains. For example, a Page View record provides the category ID to which the individual page that was viewed belongs. Product ID The identifier for the individual item related to the activity tracked. The Product ID could be the onsite search term entered, the conversion event initiated, and so on. Activity time The session start time of the visitor session in which the activity took place. Activity amount If product or conversion event related, the activity amount includes the price of a product carted, purchased, event points, and so on. To create an Activity Record Feed, drag-and-drop the Activity Record Feed icon to the Integrate frame of LIV . Your user interface updates and displays a configuration screen that consists of three steps to define your LIV export. Chapter 2. Using LIV 17

22 In the Activities tab, select the key that you want to use for the export and the specific activity types that you want to include. Click the checkboxes of the corresponding activities that you want to include in your LIV export. You can include as many activities as you want in your export. Configure an Activity Record Feed for only a subset of site visitors for a targeted campaign that you are planning to execute. Although applying a visitor segment definition to your feed is optional, the functionality offered is extremely powerful. To create a new segment for use with LIV , navigate to the Segment tab and click New. 18 IBM LIV User s Guide

23 Note: LIV Segments are single-session in nature. All segment criteria that you define must be met by the visitor in a single-site session to be included. Meeting all criteria for inclusion into a segment does not guarantee that an individual visitor did not complete an event during the data analysis time period that qualifies them for supression before send time. 1. Select an existing category or create a new category to which you want your new segment to be assigned. 2. Provide a name for the segment. 3. Select your criteria and layer the criteria together to define the segment. In the following example, we created a segment of highly engaged Google paid searchers where the segment criteria consists of visitor sessions where the marketing program is Google', have at least 5 page views and a duration of at least 500 seconds. When you create your LIV segment, you can choose one criterion (for example, Page contains sports) or you can layer multiple criteria together (for example, Marketing Vendor contains Google [or] Yahoo [and] Product Name contains Nike [or] Reebok. ). Chapter 2. Using LIV 19

24 Editing or Deleting an Existing Segment To edit an existing segment, select the segment of interest from the Available Segments list and click Edit. To delete an existing segment, click Delete. Note: If you attempt to edit or delete an existing segment that is currently applied to a LIV export, you will receive a warning because changing the definition will impact the output of those feeds. Click the Name and Other Details tab to specify other required information to describe your LIV best practice program export. Provide the following LIV export information. 1. Feed Name (required) A user friendly name for your LIV export. 2. Description (optional) A brief description of your LIV export. 3. Notification List (required) addresses for individuals who should receive notifications about the status of the LIV export daily processing. 4. FTP Target (required) The file server to which IBM Digital Analytics will deliver the LIV feed. The FTP Target drop-down menu displays any targets that were previously created by users in your organization. If your LIV export is to be sent to a location that is not yet specified, click Create to enter the FTP information that is required by IBM Digital Analytics to transmit your LIV export. 5. Frequency (required) Activity Record Feeds are daily recurring exports. However, you can run a one-time test export based on the site activity for a single day of your choosing if you want to review your LIV feed before you schedule it for daily processing. 20 IBM LIV User s Guide

25 6. Inter-field Delimiter (required) A comma is the recommended file delimiter but you can configure your export file to use tab or pipe (vertical bar ) characters instead. 7. File Extension (required) CSV is the default extension used for LIV exports irrespective of the inter-field delimiter that you specified. However, you can change the extension of your LIV export to TXT instead of CSV. Note: The file extension that is applied to your LIV export is not dictated by the inter-field delimiter that you selected. For example, you can elect to use a comma as your delimiter but to have your export use a file extension of.txt. If you are reviewing LIV export files in Microsoft Excel, note that Excel formatting assumptions are tied to the file type as identified by the extension (for example,.csv files are assumed to use commas as the field delimiter). 8. Include Header (optional) If you want your LIV export to include a record that contains names for each field in the export, select the Include Header checkbox. When you have provided all the required configuration information, click Submit to activate the daily processing of your LIV feed. The first instance of the export will be sent the day after it was activated. When it is submitted, you will see the newly created LIV feed document. Customer Record Feed The LIV Customer Record Feed delivers an export that can be processed daily or weekly and can be configured to include any number of visitor site activities, customer attributes, and session attributes. The LIV Customer Record Feeds are arranged so that every row in the export provides all of the configured data for a unique visitor for the export time frame. Chapter 2. Using LIV 21

26 Instead of providing a unique row for every activity that is conducted by a visitor, multiple activities of the same type are concatenated in a single field for the row that pertaines to that unique visitor. Multiple activity values are separated within a single field by an intra-field delimiter character. To create a Customer Record Feed, drag-and-drop the Customer Record Feed icon to the Integrate frame of LIV . Your user interface updates and displays a configuration screen that consists of three steps to define your LIV export. In the Fields tab, select both the key you want to use for the export and the specific data fields you want to include. You have the option to use one of four supported key columns for your Customer Record Feed. Your export can use ID, Cookie ID, Cookie ID Session ID, or Registration ID as the file key column. Select the data fields for each site visitor that you want to include in your export file. All available data fields are grouped by the following categories. Not all categories are available for all IBM Digital Analytics industry vertical deployments: v Content (for example, Page, Event, Real Estate, or Site Promotion related fields) v v v v v v Merchandising and Products (for example, Product View, Shop, or Order related fields) Registration (for example, gender, or income fields related to registration information) Top Line (for example, summary metrics such as total event points, or tems ordered) Technical Properties (for example, visitor's system info such as browser type, language, or connection speed) Geography (for example, location information from not-registration events) Marketing (for example, marketing program, destination URL, or referral URL) To include a field in your export, drag it from the Available Fields list to the Selected Fields list. 22 IBM LIV User s Guide

27 To remove a previously selected field, drag the field from the Selected Fields list back to the Available Fields list. Or you can select and remove fields by double clicking on the field in either list. You can include up to 15 different data fields in any single Customer Record Feed. In addition to the base LIV Customer Record Feed file, you can chose to append two additional ancillary files by selecting the corresponding checkboxes at the bottom of the Fields page. The Product Name Mapping and Category Definition files can be helpful to make sure that you have appropriate category information if you are only exporting product or page ID level fields in your export. You can apply segmentation logic to your export file. Although applying segment criteria is optional, the functionality provided by LIV is extremely powerful. To create a new segment for use with LIV , navigate to the Segment tab and click New. If you previously created segments in LIV , you can navigate between your existing segments by selecting various segment categories from the Category drop-down menu. All segments that are included in the category that is selected appear in the Available Segments frame and can be drag-and-dropped to the Selected Segments frame for selection. You can also edit or delete any existing segment from this tab by selecting that segment from the Available Segments frame and clicking the corresponding button. You will be warned if you attempt to delete or modify an existing segment that is applied to one of your organizations current LIV exports. Chapter 2. Using LIV 23

28 Click Name and Other Details to specify other required information to describe your LIV best practice program export. Provide the following LIV export information. Feed Name (required) A user friendly name for your LIV export. Description (optional) A brief description of your LIV export. Notification List (required) addresses that correspond to individuals that should receive notifications about the status of the LIV export daily processing. FTP Target (required) The file server to which IBM Digital Analytics will deliver the LIV feed. The FTP Target drop-down menu displays any targets that were previously created by users in your organization. If your LIV export is to be sent to a location that is not yet specified, click Create to enter the FTP information that is required by IBM Digital Analytics to transmit your LIV export. Frequency (required) Customer Record Feeds can be scheduled to run on a daily or weekly basis. Also, you can run a one-time test export based on a single day's site activity if you want to review a LIV feed before scheduling it. Inter-field Delimiter (required) A comma is the recommended inter-field delimiter but you can configure your export file to use tab or pipe (vertical bar ) characters instead. Intra-field Delimiter (required) A pipe (vertical bar ) character is the recommended intra-field delimiter when a comma is used as the inter-field delimiter. However, you can configure your export file to use another character instead. You cannot use the same character for both the inter-field and intra-field delimiters. File Extension (required) CSV is the default extension used for LIV exports irrespective of the 24 IBM LIV User s Guide