To help personalize campaigns and to efficiently analyze customer interactions with a Web site, you need a comprehensive event tracking and logging system. To accomplish this requirement, MVI Campaign Manager for WebLogic, MVI WebLogic Commerce Server, and MVI WebLogic Personalization Server include an Event and Behavior Tracking system. Events recognize how a customer is at present interacting with an e-commerce site and the Behavior Tracking system records the event information. With these systems you have the aptitude to identify, customize, and record chosen information. Event data can be used by leading e-analytics and e-marketing systems to evaluate behavioral and transactional data from your online customers. With this analysis you can create and enhance personalization rules, customize product offer, and optimize interactive marketing campaigns. This topic introduces you to Events and Behavior Tracking and provides a all-purpose survey of the elements that make up this system.
This topic includes the following sections:
- What Are Events?
- Behavior Tracking
- Event Details
- Event Triggers
- Event Mechanism
- Event Sequence
What Are Events?
In general, an event is an announcement that something has happened in a computer program. Campaign Manager for WebLogic, WebLogic Commerce Server, and WebLogic Personalization Serverprovide various points for triggering events. Events provide a detailed and comprehensive view of the entire customer life cycle across your e-commerce site. These points can be tailored for your applications.
You can use events with campaigns to enhance promotion of products and services. Additionally, you can use events to gather intelligence to evaluate the efficiency of a campaign. Underlying campaigns are scenarios. Scenarios are sexecuted in the context of a campaign. Scenarios are a set of rules, called scenario actions that allow you to personalize customer experiences on your e-commerce site. For example, if a customer clicks a Subscribe Me link on your Web site, you may want to send that customer an e-mail confirming the subscription. Using events and scenarios, you can choreograph the interactions between customers and the site.
With regard to tracking visitor behavior for analysis, the primary interest is in what the customer saw and what the customer did. Inherent in this investigation is information about when customers came to the site and when they left it, plus information about which rules were fired during their visit.
Behavior Tracking
The Event Service passes messages to Behavior Tracking. When configured, the Behavior Tracking data is recorded in a relational database. This information can then be used by data-mining systems to provide Web site customer information for e-marketing analysis. Behavior Tracking provides the following kinds of information:
- When did customers start, end, or login to their sessions?
- What content or products did customers see?
- What content or products did customers click on?
- What did customers put in their shopping cart?
- What did customers buy?
- What rules were triggered?
The information generate from these events allows various kinds of performance analyses, such as the following:
- Associations: When one event can be connected to another event.
- Sequences: When one event leads to another later event.
- Classification: The recognition of patterns and a resulting new organization of data.
- Clustering: Finding and visualizing groups of facts not before known.
- Forecasting: Discovering patterns in the data that can lead to predictions about future customer behavior.
Event Details
This section provides info