Marketing Event Monitor for WebSphere Commerce Accelerator
For sites using WebSphere Commerce Accelerator, the Marketing Event Monitor captures statistics generated by your marketing campaigns. The statistics provide insight into the relative success of your various campaigns and individual activities. You can view a snapshot of the current statistics through the WebSphere Commerce Accelerator.
Deprecated featureThey are also captured to show the effectiveness of your Product Advisor shopping metaphors.
The Marketing Event Monitor collects statistics for the following:
- Campaign events, which include impressions and clickthroughs. An impression occurs each time a particular Web activity is displayed to a customer. Each activity results in either an ad or suggestive selling content being displayed. A clickthrough occurs each time a customer clicks the displayed content to find out more information about the subject. To record clickthroughs, the developer associates the ClickInfo command with the dynamic content. The Marketing Event Monitor records Web activities and the e-Marketing Spot displayed. This could help to refine your targeted advertisements, or to verify that certain ads are being seen.
- Experiment events which are similar to the campaign events, but which track the statistics tied to particular experiments so that the test elements can be compared to the control elements. Experiment events include the display evaluation, in which the system determines whether to display the experiment, or the control element. These events update the EXPLOG table in the WebSphere Commerce database. The experiment events also include customer clicks with respect to the displayed experiment. These events update the EXPSTATS table.
- Deprecated featureCustomer usage of the Product Advisor. Statistics are kept for each of the three shopping metaphors, and can demonstrate their comparative effectiveness.
The Marketing Event Monitor also compiles a
detailed log of the campaign events generated during site usage. Each
time that a campaign event takes place, the log is updated with the
page requested, the e-Marketing Spots displayed, and the activities
used to generate the content. This log is captured in the CPGNLOG table in the WebSphere Commerce
database, and is processed by WebSphere Commerce Analyzer, which generates
reports based on the collected data.
The
Marketing Event Monitor can also track
of the relationship between orders and the customer segments to which
the customer belongs. Each time that a customer places an order, the
log is updated with the orders_id and mbrgrp_id. This log is captured
in the ORDERMGP table in
the WebSphere Commerce database.