Campaign Manager - Campaign Manager (Silverlight)
EventsEvents are external actions taken by recipients and are often viewed as feedback (positive or negative) used to measure the success of the campaign. The definition of what constitutes an event is open, but typical examples include: product purchasing as a result of a campaign, a recipient using the Unsubscribe link at the bottom of an email, a person signing up to a loyalty scheme advertised on a billboard, or registering on a website, or responding to an offer advertised in the mainstream media.
You can use the following tools, together or separately, to capture Events:
Event exampleYour company launches a new product and to generate interest you email 2,000 of your best customers offering them a discount on the product, with a link in the email to your website where they can redeem the discount and purchase the product. Making a purchase via this link then fires off an event which can be imported into Campaign Manager and used to trigger a subsequent campaign action, maybe the allocation of loyalty points or a thank you email. If this process breaks down for some reason, maybe due to increased browser security settings, or because the recipient buys directly from the website, then the When in Segment tool can be used as a backup to capture purchases that these 2,000 people made that did not register as an event. The segment rule may include any purchase of the product made by the 2,000 recipients within ten days of the email going out. |
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