Our analytics provide actionable behavioral data fields designed from the perspective of experienced email marketers. These real-time data fields are loaded into your email service provider (ESP) and are available for email targeting, mail merges, and marketing programs.
Sending the same marketing emails to everyone is not effective. Using different approaches to recover lapsed customers, engage with regular customers, and make the most of your best customers works much better. With analytics, you can also send different offers to mobile vs desktop subscribers or even iPhone users vs Android users.
1. Define the ESP for analytics
With most ESPs, you must provide a name, password, and list.
To define your ESP for analytics:
Select the Account menu icon, then go to Settings > Exports > Analytics Export Channel.
Expand the Analytics ESP drop-down menu, then choose your ESP.
Select Next.
Enter your ESP username and password, and any other requested information.
Select Save.
2. Enable advanced customer tagging for analytics and rules
Products are tagged in various ways, such as brand, size, item type, color, or fabric. These tags are known as Tag Values. We extract these tag values, usually from your product detail information, and group them together in Tag Groups.
To choose which Tag Groups are available for marketing, select the Account menu icon, then go to Settings > System Configuration > Advanced Customer Tagging.
3. Choose the analytics you want to use
Select the Account menu icon, then go to Settings > System Configuration > Analytics.
Expand the time periods, then select which analytics you want to use.
To map analytics to your ESP, select Map analytic to ESP Field.
Select Save.
You can't choose every analytic
The number of analytics you're allowed varies according to your package. However, you can change the ones you use whenever you want, within your limit. If you need more analytics, contact Support.
4. Check the field mapping
Select the Account menu icon, then go to Settings > Exports > Analytics Field Mapping.
If you don't want an analytic loaded to your ESP, select Delete mapping.
If you want the data loaded to a different field name, select the field name, enter your new name in the field, and select Enter on your keyboard.
Log in to your ESP and create matching fields there.
Personalization automatically loads data into your ESP. Wait for about an hour and check the data has arrived.
5. Mail-merge analytics
Into emails or to target emails
Personalization automatically loads analytics data into fields on your ESP. Use the ESP's standard features to personalize email content or target email campaigns better using the data.
Into Dotdigital Personalization
For Personalization content, you can use merge codes for the analytics - in the same way as you do for any other merge codes.
6. Choose different trigger programs for different types of shoppers
You can run different trigger programs for different types of visitors, such as different marketing for new arrivals compared to regular buyers.