This solution was created to demonstrate one of the many solutions that stem from real life use cases.
Digital commerce enterprises and their associated brands have the ability to collect behavioral data, such as a cart abandonment, about their buyers as they browse. This is typically done through the utilization of their web analytics platforms. However, in many situations there is a disconnect between marketer's web analytics and digital platform engagement strategies. The ability to re-engage cart abandonment customers in a timely and personalized manner significantly improves win rates for marketers. By utilizing Acoustic Exchange, marketers can integrate marketing ecosystems like Acoustic Campaign with web analytics platforms such as Digital Analytics, and bridge the disconnect between marketer's web analytics and digital platform engagement strategies. With this integration, marketers can introduce the behaviors that are captured by web analytics platforms into their core digital marketing platform. These customer behaviors can be leveraged to re-target the customer with timely and relevant offers that will lead them back to brand web sites and convert them through shopping cart purchases.
Acoustic Digital Analytics
Acoustic Digital Analytics is a global service provider of data analysis and reporting for an e-commerce enterprises' customer journey across multiple channels and devices, including mobile, desktop, and tablet. They offer digital analytics, data monitoring, and comparative benchmarking to provide marketers with the means to deliver a more personalized, relevant, and effective marketing campaign.
Acoustic Campaign, is a marketing platform that captures and utilizes behavior-based customer data from any source to execute scalable and personalized email and mobile automated marketing campaigns across e-commerce channels.
Acoustic Campaign users can send email, SMS, and mobile push notifications to an individual or groups of individuals. They can also configure universal behaviors that respond in a predetermined way to specified individual actions, such as abandoning or adding an item to a shopping cart.
Acoustic Exchange is a cloud-based service that provides a way to selectively exchange data that identifies individuals and their behavior in commercial interactions between Business Partner applications. Applications, such as Acoustic Campaign and Digital Analytics, that publish data to Acoustic Exchange include unique customer identifiers in the data that they provide. Acoustic Exchange evaluates the data that is delivered from multiple sources. By joining the identity information that is provided with each data exchange, Acoustic Exchange can help you to create a detailed view of each customer in the context of their interactions with your company.
How they work together
When a customer visits a website that is tagged by Digital Analytics, data on their activities during their session is collected. When Digital Analytics registers a cart abandonment or cart purchase event, it pushes the event data to Acoustic Exchange. After the event is received by Acoustic Exchange, the event is then pushed to Acoustic Campaign. With the customer data that is contained in the Cart Abandonment Event, Acoustic Campaign is able to create a marketing campaign for the customer.
- Digital Analytics monitors and records the abandoned cart web event and determines that it should be published to Acoustic Exchange.
- Digital Analytics calls Acoustic Exchange APIs and pushes the event data as a JSON payload to Acoustic Exchange with a 30-minute latency.
- Acoustic Exchange then converts the recognized event data and pushes it to Acoustic Campaign.
- Once the cart abandonment event data is received by Acoustic Campaign, the data is used to create a personalized marketing campaign for the cart abandonment, or cart purchase customer.
Prerequisites for Acoustic Digital Analytics
Before you can configure Acoustic Digital Analytics to send events and customer data to Acoustic Exchange, and thereby Acoustic Campaign, there are a series of prerequisites that must be satisfied.
To use Acoustic Digital Analytics, you must be a licensed user and have an Acoustic Digital Analytics account. If you do not have an Acoustic Digital Analytics account, you can register for on one by contacting the Digital Analytics provisioning team.
If you are a licensed user of Acoustic Digital Analytics and have an account, make sure that the following prerequisites have been satisfied before you attempt to configure Acoustic Digital Analytics for an Acoustic Exchange Acoustic Campaign integration.
- Ensure that the Acoustic Digital Analytics-hosted library file eluminate.js is included on all pages that are to implement Acoustic Digital Analytics. For more information go to the Digital Analytics Legacy documentation.
- Confirm that the Tag Function calls for sites within the Retail, Travel, and Financial Services verticals are implemented. For more information, see Tag Functions in the Acoustic Digital Analytics Help Center.
- Set the Data Collection Parameters for the cmSetClientID(...) function. For more information, see Setting Data Collection Parameters in the Acoustic Digital Analytics Help Center.
- Review the Tagging Conventions listed in the Acoustic Digital Analytics Help Center.
For more information on Acoustic Digital Analytics Tagging, view the Tagging implementation guide.
Prerequisites for Acoustic Campaign
Have your Acoustic Campaign Organization Administrator credentials ready, which was provided when your environment was created by support.
If you do not have Acoustic Campaign, contact support.
Prerequisites for Acoustic Exchange
Ensure that you have your Acoustic Exchange login credentials, consisting of the email address that was registered with Acoustic Exchange and your password.
Once the preliminary onboarding process is completed, two emails are sent to the email address that you have selected to associate with your Acoustic Exchange account. It is suggested that this email be the same as your IBMid.
The first email includes your Acoustic Exchange account name, username, a link that leads your unique instance of the Acoustic Exchange interface, and a link to the public Acoustic Exchange APIs. The second email includes the password that the Acoustic Exchange provisioning team generated on your behalf. You can change your password at any time by selecting Forgot Password on the Acoustic Exchange login page.