Zen Journey - a technical view on the Adobe Marketing Cloud - part 3

21 April 2015
Maciej Stanasiuk
Frink_Cognifide_2016_HeaderImages_0117

In the last couple of posts about Zen Journey we aimed to show you how to use the tools available in Adobe Marketing Cloud to achieve a cross-channel personalisation based on behavioral targeting. Still, what we showed is only a small part of what can be achieved with the right use of the right tools and remember, only the sky is the limit! Because of this, we would like to show you one more thing - how to communicate with the user, who abandoned our form (well, John could do that, right?), using Analytics, Audience Manager and Target. Let’s get to work!

Our goal today is to see how users fill the test drive form to identify the UX problems with it, as well as to be able to reach out the users with our personalised message. To achieve that we will firstly have to implement form abandonment tracking script in the DTM and then use the gathered data in Audience Manager that will enable us to target a specific audience. The last step will be to set up a Target campaign specifically for this audience.

Please refer to the last blog post in case in case you need to revisit any points we previously mentioned about Data Tag Management. Login to your previous property and once again, add a new Page Load Rule called Form Abandonment Tracking. Set the condition for the Path to match your form’s page URI and Add New Script in the Javascript / Third Party Tags section. There, add your form tracking script. The one prepared by us is available on our GitHub (here: https://github.com/Cognifide/form-abandonment-tracking), feel free to use it however you want - to make it work in DTM you simply have to paste it. It’s prepared to use eVars 20-23 to log last focused and blurred form fields’ names, values and times, as well as eVar24 to send the form field that was focused the longest and event20 to log its’ time. Additionally, it tracks successfully sent forms with event21. Of course, you are free to change the configuration to the one that will fit your tracking strategy the best!

Now it’s time to get the variables (and event) configured in the Analytics’ Report Suite. Once it’s done we can move to Audience Management to use audiences in Target. In addition to that, Analytics data can be easily exported to Adobe Campaign to enable targeted mailing. We have already covered integrating Analytics with Campaign here, so be sure to take a look at our post!

To access Audience Management log in to the Marketing Cloud at marketing.adobe.com and choose Audiences. There, click New.

zjp3-1

As we want our Audience to enable targeting for all of the users who dropped the form, name and describe your Audience properly. Then, you have to create the rule that will put the user into the audience. As we want to use data from Analytics choose Raw Analytics Data. Having done that, select your RS, choose Events and then select the event20 you have just configured.

zjp3-2

Once you saved it you are free to move to Target to set up the campaign. As we want to target the visitors at our homepage, you have to add an mbox there. To do that using DTM simply follow the steps described in Part 2. Then, in Target, create a new Landing Page Campaign, just as we did before, name it and select your location mbox. Add a new Experience and click Create new segment. There, go to Marketing Cloud Audiences:

zjp3-3

And choose the Audience you have created:

zjp3-4

Save it and Create a new HTML Offer. It can be whatever suits the homepage best - changed main banner, overlay, etc. Once created, the campaign will start working for every member of our Audience.

Still, you have to keep in mind that there are two main catches related to the use of Audience Management:

  • Audiences work only from the moment of being created (i.e. it won’t use historical data),
  • It usually takes Audience Management some time to add a user to an Audience (i.e. it won’t work instantly).

Despite the above limitations, Audience Management is the great way to connect Analytics and Target in a true Zen way and can be used to deliver personalised content easier than ever. Don’t hesitate to test it out yourself!