Web Analytics Integrations

Integrating a web analytics tool makes it possible to evaluate your website data in connection with your email campaigns.

The tracking tools already available in Engage are used to track and evaluate the activities that take place in the context of email sendout and click-through. The integration of an external web analytics tool makes it possible to track recipients' behavior on your website following an email campaign as well.

Email campaign data can be combined with online browsing behavior and website data to achieve a comprehensive statistical picture of customer behavior, from email receipt to online shop check-out.

Depending on the level of integration, it's also possible to schedule automatically sent emails in response to your customers' online activity or to use the gathered information to trigger further email marketing campaigns.

Advantages​

Here are some of the possibilities that can be achieved with a web analytics tool / Engage integration.

• Create Personalized Online Shop Landing Pages
  The data gathered through the newsletter and previous email campaigns can be used to create personalized landing pages that display special offers or reflect the particular needs and interests of your customer.

• Send Relevant Offers via Email
  Another way to better understand your customers' needs is to track their online behavior using your web analytics tool. This information can be returned to your Engage system and used to trigger an automatic email sendout. Knowing when your customers are most likely to be active online can increase your opening rate and conversion rate.

• Remarket after Shopping Cart Abandonment
  Industry research shows that up to 75% of online shoppers abandon their shopping baskets before completing the checkout procedure. To remarket these products, use your web analytics tool and Engage to trigger an email, perhaps including a discount or offer for free shipping.

• Simplify analysis and optimize your online advertising
  The integration of web analytics and email marketing makes it possible to track every link in your message by using a link tag. This makes it possible to identify the users on your website. Your online advertising and marketing strategy can be adapted and optimized with this additional information.

Levels of integration​

1. Basic Integration
   The links in an email message are tagged with parameters. This allows the web analytics tool to identify and evaluate different campaigns (see ​Integrate an External Web Analytics Tool (Level 1)​).
2. Statistical Integration
   Building on the basic integration, the email statistics are also available in the web analytics tool. This configuration is made possible by the export of Engage data to the web tool. Contact your customer service representative for more information about statistical integration.
3. Full integration
   Building even further on the statistic integration, the full-level integration closes the marketing loop. Browsing data gathered by the web analytics system is imported back into the Engage system and can be used to trigger the sendout of marketing messages. For example, send automatic messages to customers after an abandoned shopping cart or other browsing activity. Contact your customer service representative for more information about full integration.

Standard Interfaces - Level 1 Integration​

At the moment Engage offers standard interfaces for:

• IBM Data Analytics (Livemail)

• IBM Data Analytics (Non-Livemail)

• IBM Data Analytics (Register)

• Econda

• Google Analytics

• Adobe Analytics

• comScore

• Webtrends

• Webtrekk

• AT Internet

• etracker

For setup instructions for any of the above, please see ​Integrate an External Web Analytics Tool (Level 1).

The setup instructions for integration with AT Internet differ from those above; please see the separate instructions under Integrate AT Internet (Level 1, external web analytics tool).

Overview - Level of Integration / Tools​

If you would like to connect to a different application, please contact Solution Management.