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Use cases

Use cases

Create a campaign that targets cart abandonment causes

Learn how to integrate Acoustic Campaign and Tealeaf to create a customized campaign that targets the cause of cart abandonment.

Use case overview

By integrating Tealeaf and Acoustic Campaign, you can create a customized campaign that targets the cause of cart abandonment, while also identifying and eliminating areas of struggle proactively.

Many products can tell you that a customer abandoned a shopping cart. While that’s good to know, they don’t tell you why someone abandoned. Think of the possibilities with real data that explained why a customer abandoned a cart.

If you knew why a customer abandoned their cart, you could proactively reach out with the right content. For example, say someone abandons a cart due to a back-end checkout processing error. Traditional marketing might remind the customer there were items in their cart, only further driving them away. When you know the why, you can reach out, apologize for the processing error, and even offer a discount to make up for it.

Immediately your customer feels heard and recognized. You’ve successfully taken a bad experience and turned it around into a great one. The customer is now more likely to complete their purchase, and your brand has exhibited mindfulness for your customers and their experience.

It’s incredibly powerful marketing, and its available today with Acoustics's products.

Integrating Acoustic Campaign with Tealeaf involves multiple roles and activities that span three Acoustic products (Campaign, Tealeaf, and Exchange), as illustrated in the following diagram.

Figure 1. Integration workflow: Acoustic Campaign and Tealeaf EA_Excahnge_CA3.png

Tealeaf integration setup

Use Tealeaf to capture the behaviors of customers who abandoned their carts so that information can be published through Exchange and used by Campaign.

Note: Before you start on this integration, you must have consent to pass emails between Tealeaf and Campaign. Without email consent, the scenario cannot be done. There are three steps for integrating Tealeaf with Campaign:

  1. Step 1: Capturing the behavioral data. Capturing the behavioral data involves:
    • Setting identifiers (email, log in ID, phone) for capture from the sessions where the customer abandoned their carts.
    • Setting the behaviors (the actions related to cart abandonment) for capture by creating and configuring events.
  2. Step 2: Connecting Tealeaf to Campaign using Exchange

    Creating publisher and subscriber endpoints in Exchange through which behavioral event data flows.

  3. Step 3: Configuring access to Exchange.

    Enabling and configuring the Exchange integration settings in the product.

Step 1: Capturing behavioral data

You need to capture the behaviors of your customer to know that they abandoned a cart and why. The behaviors tell you what happened during the user's session that might have caused them to abandon, if there was an obvious cause. These behaviors are important for understanding your customer.

Behaviors consist of three separate elements:

  • Identity

    Who is the customer? Do they have a name and an email? 

  • Action

    What did the customer do?

  • Details

    How many items were in their cart? What were the items that were in their cart? What was the total dollar value of their cart? 

Each element (Identity, Action, Details) of a behavior can be mapped to an analytic asset in Tealeaf, as shown in the following illustration: Figure 1. Elements of behavior and how to capture the behavior elements with Tealeaf scen_capturing_elements_behavior.jpg

In Tealeaf, identifiers can be captured with session attributes and the actions can be captured with events. You can create other analytics assets such as events, hit attributes, and session attributes to populate the actions/events with details such as data values.

Setting identifiers for capture with Tealeaf

Tealeaf works on a "session-level". So, to capture information that identifies the customer, we create session attributes.

You can capture the following "identifier" information in for a session:

  • Email
  • Phone
  • Login
  • Device ID

To capture information that identifies the customer, go to the Event Manager and click New > Session Attribute: Figure 2. Creating a Session Attribute to specify and capture customer identifiers with Tealeaf scen_ea_new_session_attribute.jpg

When you're creating a new session attribute, make sure that your Exchange identifier is set to Email.

Figure 3. Configuring the Session Attribute with Exchange identifierscen_ea_session_attribute2.jpg

Click +Add event and select the event that populates this Session Attribute.

Figure 4. Adding an event to populate the Session Attribute scen_ea_add_event_session_att.jpg

We have already created a hit attribute to capture the email when the customer log's in to the website. You take that information and you create an Event. The information from that Event populates this Session Attribute.

Add another session attribute to include the phone, login, and device ID.

Setting behaviors for capture with Tealeaf

Tealeaf can capture attributes about behaviors throughout a session of a known user.

Within each Event, you can capture different behaviors. You can capture behavioral information for the following categories:

  • Session
  • Business conversion
  • User struggle
  • Video
  • Search
  • Product

Within a category, you have a lot of behaviors that you can configure within an event.

Figure 5. Categories and Events for sending data to Exchange scen_ea_cats_and_events.jpg

For our scenario, we are creating events in the Business conversion category.

Creating the Events: We want Tealeaf to capture information when a customer completes the following actions:

  • Adds an item to his / her Cart
  • Removes an item from his / her Cart
  • Abandons his or her cart.

To do this, we create an event for each of these actions.

  1. Click Event Manager.
  2. In the Event Manager, click New > Event and fill out the form.
  3. In the Exchange event section, specify the category and event that you want to track.

    For example, Category = Business Conversion and Event = Add item to Cart.

    The Business Conversion category includes the following events.
    1. Select an event from the list:
      • Add item to cart
      • Remove item from cart
      • Cart abandonment
      • Cart purchase
    The add item to cart and remove item from cart events can have the following attributes. Asterisked (*) attributes are required:
    • Category*
    • Product Id*
    • Product Name*
    • Product Description
    • Product URL
    • Image URL
    • Color
    • Size
    • Quantity*
    • Currency*
    • Base Price*
    The cart purchase and cart abandonment events can have the following attributes. Asterisked (*) attributes are required:
    • Cart total*
    • Currency*
    • Abandonment reason

    These event attributes are critical to the personalization for your customers. The more information your marketing team can get, the better!

    Tealeaf can capture attributes about behaviors throughout a session. Inside the event you can configure the behavior and then add attributes populated by other events or constants. The Category, Event, and Event attributes that you set in the Exchange event section, correspond to the publishing taxonomy in Acoustic Exchange. To understand which attributes are in each behavior see our Dynamic Event Library by going to: https://exchange-us-1.goacoustic.com/#/taxonomy.

scen_EA_user_Create_UBX_Events.jpg

Step 2: Connect Tealeaf to Campaign using Exchange

Exchange is an open exchange of pre-defined behaviors, endpoints, and audiences to help you share data, personas, integrations, and segments openly, without the heavy lift from IT.

Working on a publish and subscribe model, Exchange is your connection from point A to point B to get data flowing easily and freely -- making information available with the click of a button! Data flows from one product to another in just minutes.

First, you'll need to make sure that you have both the Campaign and Tealeaf endpoints. The process for registering both endpoints is the same.

  1. Click Register new endpoint
    UBX_RegisterEndpoint.png
  2. Find the endpoint you want to register and select it:
    • Acoustic Campaign
    • Acoustic Experience Analytics On Cloud for Tealeaf
  3. Enter the required information for each endpoint (* indicates required fields) For Acoustic Experience Analytics on Cloud:
    • Deployment*
    • Tealeaf org key*
    • Endpoint alias
    • Endpoint description
    CreateEnpointTealeaf_a.png
    For Acoustic Campaign
    • Deployment*
    • Campaign org key*
    • Endpoint alias
    • Endpoint description

    CreateEndPointCampaign.jpg
  4. Click Register to register the endpoints.

Connecting behaviors: Now you've got to make sure that you have all the behaviors you created flowing from Tealeaf to Campaign. You can do this by subscribing to events in Exchange.

  1. Select the Events tab.
  2. Click Subscribe to events.
  3. Select your Publisher as Acoustic Experience Analytics on Cloud.
  4. Select your events:
    • Add item to cart
    • Remove item from cart
    • Cart abandonment
    • Cart purchase
  5. Select your destination as Acoustic Campaign. SelectEventsAndDestinations.png
  6. Click Subscribe.

SubscribeToEventsTL.png

Step 3: Configure access to Exchange

Access to Exchange is not enabled when Tealeaf is provisioned. By default, access to Exchange is disabled.

As the Administrator, you can configure Tealeaf to access Exchange.

  1. From the home page, click your user name and select Admin.
  2. Click Settings to display the Company Settings page.
  3. Click Edit at the bottom of the page, scroll to the Integration setting section, and find the Exchange integration parameters.
  4. Set the Exchange syndication toggle to ON.

    When enabled, the Exchange settings "tell" Tealeaf what security token (auth key) to use to send event data to Exchange and to what data center (Exchange Endpoint URL) .

  5. Enter the Exchange auth key.
  6. Enter the Exchange Endpoint URL.

    The Exchange Endpoint URL maps to the data center geography. If you don't specify a URL, it uses the global setting for its endpoint URL.

    When a user creates an endpoint in Exchange, it generates an auth key, which is the key that the Administrator adds to the Company Settings.

  7. Click Save.
At this point you have:
  • Captured the behavior (identifiers, actions, details) by creating and configuring events for Exchange to publish data to Campaign.
  • Connected Tealeaf and Campaign in Exchange.
  • Enabled and configured Tealeaf to access Exchange.

As a subscriber to Tealeaf, Campaign can access the event data and use it in personalized campaigns around cart abandonment. Next, you can use that data to help your marketing become more personalized than ever. 

Using Campaign to access behavioral data from the Tealeaf and Campaign integration

Now that you've set up both Tealeaf and Exchange, it's time to use the data you're exchanging. There are three steps for using behavioral data from the Tealeaf and Campaign integration:
  1. Step 1: Setting up your database to store the behavioral data.
  2. Step 2: Creating personalized content with behavioral data
  3. Step 3: Automating the campaign

Step 1: Setting up a database in Campaign

First, you need to set up the database which will receive the behaviors that Campaign is subscribing to. While Acoustic Campaign can publish behaviors from any database, it can subscribe to behaviors from only one database.

To set up your database from Acoustic Campaign:
  1. From Campaign, go to Settings > Administration > Organization settings.
  2. Expand Integrations and click Edit.
  3. Go to the Exchange section and click Select.

    Pick a database, click Select, and click OK to confirm your selection. As a best practice, select the database that you use most often.

    scen_select_a_database2.png
  4. Click Save.
Understanding how behavioral data is stored in the database: You've connected Tealeaf to Campaign with Exchange, and you’ve specified the database in Campaign to which the customer behaviors are stored. But where in the database are these behaviors stored and how does Campaign access them? The answer to that question depends on the type of behavior (universal behavior versus special behaviors).
  • Universal behaviors

    You can use queries and programs to access insights from universal behaviors.

    Universal behaviors include the customer action of abandoning a cart (Cart Abandonment).

  • Special behaviors

    Special behaviors leverage relational tables.

    Because there is a cart abandonment event, a relational table to store the cart abandonment items (the products that were in the customer's cart at the time of abandonment) is added and connected to your database automatically.

    This relational table provides you with important details about the products associated with the abandoned cart.

Step 2: Creating personalized content from the behavioral data

Now it's content time!

There are a variety of messaging channels (Email, SMS, or Mobile App) that you can use to engage your customers about the cart that they abandoned. For this example, we'll be talking about using email to engage your customers.

When you create the email, you can reference data from the relational tables to dynamically populate the email with information that is specific to the customer's cart abandonment experience. For example, you can reference the following data from the relational tables:
  • the specific items that were in the cart when the customer abandoned
  • the dollar amount of the cart

By including the cart abandonment details that relate to the individual customer's experience, you are engaging with them in a more personalized manner, which can improve your chances of winning the customer back.

Now you are ready to automate your campaign!

Step 3: Automating your campaign

After you create your emails, you'll want to automate the process so that your message content reaches your customers at the exact time you want it to, based on the rules that you create!

Automating the process:
  1. From the Automation section of Campaign, click Create new Program.
  2. You decide to use a Blank canvas from the blueprints page. scen_select_blank_canvas.png
  3. Click on the Define source object.
    1. Name your program
    2. Click Select Contact Source. scen_select_contact_soruce.png Select and add your contact source and click Done. scen_select_db_from_source.png
    3. Select Add contacts when the following events occur
    4. From the Add behavior drop-down, select Universal Behavior and specify Commerce - Abandoned a Cart in the When field.

      Figure 1. Adding the behavior

      scen_ea_automation_add_behavior.jpg
    5. Click Configure to configure the behavior.

      When you configure the behavior you can add filters. For example, if you wanted to filter out errors that would cause all customers to abandon naturally, you can do so using the Abandonment Reason filter.

    6. Choose if you want to allow contacts to repeat the program and how long they should have to wait before re-entering a program if they qualify.
    7. Click Save and Edit Flow.
      1. On the canvas, you add a Decision object and connect it to the contact source object and click Configure.
        1. For path 1, you click Rules. From the Behavior drop-down, you select Universal Behaviors.
        2. Part one says if a user abandoned their cart with over $500 in it, send them email 3.
        3. Part two says if a user abandoned their cart due to an error, send them email 2.
        4. The remainder path is for all other users who abandoned their cart, and they get email #1.
      2. You decide that if the user abandoned the cart for no reason, after the reminder email, they can be exited from the program.
      3. For the other two customer types, you decide that if they don't make a purchase after the first email, you want to remind them. So you set up another decision object for each customer type.
        1. Each decision has 1 path and 1 remainder path. The regular path has a rule that if the customer has not completed a purchase, they get a reminder email. Then after the reminder email, they are exited from the program.
        2. For the remainder path, if they do complete a purchase, they are exited from the program without receiving a reminder email.

Your emails now target the appropriate customers, and you know that the emails are getting to your users at the right time. You can customize the emails to engage with the customer about their experience in a more personal and thoughtful manner. This type of engagement improves your relationship with your customers, which can build loyalty and increase sales, all from integrating Tealeaf, Exchange, and Campaign.

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