Working with uProduce Tracking

In the context of XMPie’s PersonalEffect technology, tracking is the process of recording events that occur and data that is produced during the Campaign lifetime.

What are campaign events?

A campaign event (event, in short) is the occurrence of an action relating to the Campaign, such as printing a postcard; sending a follow-up email; visiting a web page; clicking a web page button, etc.

An event has attributes that define its details, such as the event type (print, email or web) and the different properties associated with the event: a recipient, an IP address, a web-page etc.

An event is recorded per-recipient, for example: a single print job for 100 recipients will yield 100 print events, one for each recipient.

Defining Events as Touchpoints

From the marketing perspective, Campaign events are meaningful when one or more events are associated with a Touchpoint.

“Touchpoint” is a term taken from the business domain. It is the action of interacting with recipients. Example Touchpoints may be “Initial Postcard Mailing” Printed and “Follow-Up” Email-Sent. In these examples, the Touchpoints are “Initial Postcard Mailing” and “Follow- Up”, and they are associated with the “Printed” and “Email-Sent” event-types (respectively).

The same event-type (for example, “Printed”) may be associated with different Touchpoints (for example, “Initial Postcard Mailing” and “Thank You Card”). When filtering data, you can use these Touchpoints to distinguish between otherwise-similar events (for example, distinguish between the “Initial Postcard Mailing” Printed event and the “Thanks You Card” Printed event).

A Touchpoint may consist of a single event per-recipient (for example, “Initial Postcard Mailing” Printed); or of multiple events per-recipient (for example, “Follow-Up Email-Sent”; and “Follow-Up Email Opened”. Note that “Email Opened” is an example of an event that can be generated by an external system).

The Tracking and Marketing Console gives you the ability to track and analyze every single Touchpoint in your Campaign, by associating it with one or more Campaign events.

Touchpoint events are defined and marked for tracking via the uProduce Dashboard. The following sections explain how to track different types of events.

How are events tracked?

The tracking of events is performed by the uProduce server, and is configured as follows:

• Events relating to ADOR objects (variable objects) are tracked as jobs (print, send email activity and port jobs). The jobs are configured for tracking and associated with touchpoints using the uProduce dashboard.

• Cross-media events, such as web and SMS, are tracked in the Circle data warehouse. For more details, refer to the Circle online help.

When you later analyze the tracked events, you can filter the population based on who has a specific event or Touchpoint in their records.

More topics

Configuring a List of Tracked ADOR Object Values

Configuring Tracking via Job Definitions

Configuring Touchpoints and Associating Them with Events

Using the Job Center to View Tracking Details and Associate Jobs with Touchpoints