Webtrekk integration

This topic describes the Webtrekk integration with Optimizely Campaign that makes website visitor action and product data from Webtrekk Q3 available in for designing remarketing campaigns, and adding personalized recommendations or a coupon code to mailings. The integration allows bi-directional exchange of mailing statistics, dispatch and action data.

Setting up the integration

You need a Webtrekk account and the website to be tracked must be configured accordingly. See the Webtrekk documentation or contact the Webtrekk customer support to set up the site tracking. The setup of the data interface integration with Optimizely Campaign is done by Optimizely customer support. When completed, web analytics data is automatically imported into Optimizely Campaign.

Data generation

Key mailing data

The outbound channel from Optimizely Campaign to Webtrekk transmits the key mailing data (KPI Stands for "key performance indicator" (also known as a conversion goal); the measurement of actions on web pages. The actions can be completed purchases, pages visited, time spent on site and so on.), triggered automatically after a mailing is dispatched. The data is updated daily.

The following data is available in Webtrekk:

• Creation date
• Mailing-ID
• Mailing name
• Mailing description
• Media code
• Number of sent emails
• Unsubscribes
• Opens (only absolute values -not unique- are transferred)
• Clicks (only absolute values -not unique- are transferred)
• Soft bounces Soft bounces occur when emails cannot be delivered due to temporary problems. This can happen, for example, if a recipient's mailbox is full. Mailboxes that reject mailings via soft bounce may be available again at a later date.
• Hard bounces Hard bounces occur when an email cannot be delivered due to a permanent error (for example because the email address no longer exists).

Recipient segments

The inbound channel transmits segments based on activities of website visitors to Optimizely Campaign. Each segment contains events (data sets) identical in reference to a defined criterion, for example a product purchase.

The following segments are defined by the integration:

• orders. Product purchases.
• productViews. Product views.
• abandonments. Abandoned shopping cart items.

Each data set contains additional parameters, that can be used to refine target groups Subset of recipients defined by rules and conditions and a logic relationship between them. For example, all recipients in the United Kingdom. in Optimizely Campaign:

• Mailing-ID. ID of the mailing from which the action is initiated.
• Recipient-ID. ID of the recipient carrying out an action.
• Mailing-To-User-ID. Unique ID which combines mailing and recipient IDs.
• Datum. A random date, formatted internationally. Actions are stored by the hour.
• Context. Product designation or additional context data.

Data security

Personal data security is guaranteed for both output and return channels. Mailing links are expanded with anonymized recipient and campaign data. This prevents parameters from being associated with a recipient, either directly or by fraud via third parties. The return channel re-associates the anonymized data with the mailing recipients and campaigns.

Configuring data exchange

Optimizely customer support configures the key mailing data that you can import into Webtrekk, as well as import of segments generated by Webtrekk. Contact Webtrekk customer support to configure your Webtrekk account.

Creating target groups in Optimizely Campaign

Do the following to create a target group from recipient segments generated by Webtrekk.

1. Open the Optimizely Campaign menu and select Recipients > Target Groups.
2. Click Create.
3. Enter a name for the target group and click Add + in the Target group definition area.
4. In the second drop-down list, select Action and in the third drop-down list, select has created post click.
5. If you are using multiple post-click services, select web analytics in the Service drop-down list.
6. In the Mailing drop-down list, select the desired mailings. If nothing is selected, all mailings are analyzed.
7. Select a date or time in the Period drop-down list to only select post clicks created within a defined time range or at a certain date. Time entered as a number of days ("Exactly 30 days ago") refer to the current day.
8. In the Segment drop-down list, select product purchases (orders), product views (productViews), or abandonments (abandonments) to filter.
9. Optionally, in the Context box, enter a product ID to only filter recipients that viewed, bought or placed a certain product in the cart. If nothing is specified, products will be considered.
10. Click Apply ✔.
11. To combine multiple categories, click Add + and repeat previous steps.
12. Open Properties, enter a name for the target group. Optionally, enter a description.
13. Click Create.

Example: Creation of the target group Transaction aborted

To define a target group capturing aborted shopping cart transactions during the first quarter of 2022, do the following in the Create target group window:

1. Create a new target group and in the Target group definition area, click Add +.
2. In the second drop-down list, select Action and in the third drop-down list, select has created post click.
3. In the Period drop-down list, select from... to... and use the calendar to select the period from 1 January 2022 to 31 March 2022.
4. In the Segment drop-down list, select Abandonments.
5. Click Apply ✔.
6. Open Properties and enter Abandonments in the Name field.
7. Click Create.