Using the campaign tag with IBM Digital Analytics
If your site is integrated with IBM Digital Analytics, formerly known
as Coremetrics Analytics,
you can use the default implementation of the <cm:campurl
/>
tag that WebSphere Commerce provides. The campaign tag
tracks impressions and clickthroughs for web and email marketing activities.
<cm:pageview
/>
and <cm:order />
, the campaign
tag does not generate a IBM Digital Analytics data
tag. Instead, the campaign tag takes the URL of the web or email activity
as input. The tag then modifies the URL by appending data about the
activity to the URL by using specific IBM Digital Analytics tracking
parameters. The modified URL is stored in the campaign tag's id parameter
and used as the link to marketing content, making the data available
to IBM Digital Analytics.
The IBM Digital Analytics tracking
parameters that the campaign tag appends to the modified URL are different,
depending on the type of marketing activity:- cm_cr
- Tracking parameter that is used for both web and email activities.
Using the
cm_cr
parameter, the campaign tag provides five pieces of data, delimited by the value "-_-":- Campaign name, if the activity is associated with a campaign
- Marketing activity type (either
Web+Activity
orEmail+Activity
) - Marketing activity name
- e-Marketing Spot name (for web activities), or email template name (for email activities).
- One of the following, whichever applies:
- Name of the marketing content that is displayed in the e-Marketing Spot (catalog entry name, category name, or content name).
- Name of the link that is inserted in the email template. The link name is specified in the Management Center email template properties.
- cm_mmc
- Tracking parameter that is used only for email activities, in
addition to the
cm_cr
parameter. Using thecm_mmc
parameter, the campaign tag provides four pieces of data, delimited by the value "-_-":- The value
Email
- The value
WebSphereCommerce
- Email activity name
- One of the following, whichever applies:
- Name of the marketing content that is displayed in the e-Marketing Spot (catalog entry name, category name, or content name).
- Name of the link that is inserted in the email template. The link name is specified in the Management Center email template properties.
- The value
- cm_me
- Tracking parameter that is used instead of the
cm_cr
parameter if the web activity is a marketing experiment. Using thecm_me
parameter, the campaign tag provides three pieces of data, delimited by the value "-_-":- Marketing activity name (experiment name)
- Whether the marketing content displayed is the control or the test element in the experiment
- Name of the marketing content displayed (catalog entry, category, or content)
The following example shows the original URL
for an e-Marketing Spot, and the modified URL with the cm_cr
parameter
appended:
- Original URL for a web activity
http://localhost/webapp/wcs/stores/servlet/Category5_10101_10101_10102_-1_Y_10102_image_0
- Modified URL for a web activity with appended cm_cr parameter values
-
http://localhost/webapp/wcs/stores/servlet/Category5_10101_10101_10102_-1_Y_10102_image_0 ?cm_cr=Red+Tag+Deals-_-Web+Activity-_-Home+page+category+recommendations-_-HomePageRow2Ads-_-Tableware
Tag placement in store pages
Include the <cm:campurl
/>
tag in all e-Marketing Spot JSP files, before the logic
that displays the marketing content. The following example shows where
to place the campaign tag in relation to the e-Marketing Spot code;
the <cm:campurl />
tag is shown in bold text:
...
<%-- Coremetrics tag --%>
<flow:ifEnabled feature="Analytics">
<cm:campurl espotData="${marketingSpotDatas}" id="ClickInfoURL" url="${ClickInfoURL}"
initiative="${marketingSpotData.activityIdentifier.uniqueID}"
name="${marketingSpotData.marketingContent.marketingContentDescription[0].marketingText}"/>
</flow:ifEnabled>
...
<%--
*
* Display the content image, with optional click information.
*
--%>
<c:if test="${!empty marketingSpotData.marketingContent.url}">
<a id="WC_ContentAreaESpot_links_3_<c:out value='${status3.count}'/>" href="${absoluteUrl}${ClickInfoURL}" ${clickOpenBrowser} >
</c:if>
<img src='<c:out value="${hostPath}${staticAssetContextRoot}
/${attachment.attachmentAsset[assetIndex].rootDirectory}
/${attachment.attachmentAsset[assetIndex].attachmentAssetPath}"/>
'alt='<c:out value="${attachment.attachmentDescription[descriptionIndex].shortDescription}"/>
' border="0" />
<c:if test="${!empty marketingSpotData.marketingContent.url}">
</a>
</c:if>
To setup the URL for the <cm:campurl
/>
tag for marketing content, refer to the following code
snippet:<%--
*
* Set up the URL to call when the image or text is clicked.
*
--%>
<c:set var="contentClickUrl" value="${param.contentClickUrl}"/>
<c:if test = "${empty contentClickUrl}">
<c:url value="${marketingSpotData.marketingContent.url}" var="contentClickUrl">
<c:if test="${!empty param.errorViewName}" >
<c:param name="errorViewName" value="${param.errorViewName}" />
<c:if test="${!empty param.orderId}">
<c:param name="orderId" value="${param.orderId}"/>
</c:if>
</c:if>
</c:url>
</c:if>
<c:url value="${clickInfoCommand}" var="ClickInfoURL">
<c:param name="evtype" value="CpgnClick" />
<c:param name="mpe_id" value="${marketingSpotDatas.marketingSpotIdentifier.uniqueID}" />
<c:param name="intv_id" value="${marketingSpotData.activityIdentifier.uniqueID}" />
<c:param name="storeId" value="${storeId}" />
<c:param name="catalogId" value="${catalogId}" />
<c:param name="langId" value="${langId}" />
<c:forEach var="expResult" items="${marketingSpotData.experimentResult}" begin="0" end="0">
<c:param name="experimentId" value="${expResult.experiment.uniqueID}" />
<c:param name="testElementId" value="${expResult.testElement.uniqueID}" />
<c:param name="expDataType" value="${marketingSpotData.dataType}" />
<c:param name="expDataUniqueID" value="${marketingSpotData.uniqueID}" />
</c:forEach>
<c:param name="URL" value="${contentClickUrl}" />
</c:url>
You must also include the tag library in the JSP page before the main page content by using the following code:
<%@ taglib uri="http://commerce.ibm.com/coremetrics" prefix="cm" %>
Examples of campaign tag usage
To send data about impressions and clickthroughs for web and email activities to IBM Digital Analytics:
Include tag in your store page like this: | If your store uses data beans and URL commands
for marketing runtime functions, use the databean parameter:
If your store uses web services for marketing runtime
functions, use the
|