Using the campaign tag with IBM Digital Analytics

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 or Email+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 the cm_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.

cm_me

Tracking parameter that is used instead of the cm_cr parameter if the web activity is a marketing experiment. Using the cm_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>

<%--
     *
     * 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:

<cm:campurl databean="${eMarketingSpot}" id="ClickInfoURL"
      url="${ClickInfoURL}" 
      initiative="${catEntry.initiativeId}"
      name="${catEntry.description.name}" />

<cm:campurl espotData="${marketingSpotData}" id="ClickInfoURL"
      url="${ClickInfoURL}" 
      initiative="${catEntry.initiativeId}"
      name="${catEntry.description.name}" />