The Marketing Event Monitor collects statistics using simple counters in the WebSphere Commerce database that are incremented when any of the triggering events occur. The statistics are compiled for the following:
- Campaign events, which include impressions and clickthroughs. An impression occurs each time a particular campaign initiative is displayed to a customer. Each initiative results in either an ad or suggestive selling content being displayed. A clickthrough occurs each time a customer clicks the displayed content to find out more information about the subject. In order to record clickthroughs, the Page Designer must associate the ClickInfo command with the dynamic content. The Marketing Event Monitor records campaign initiatives and the e-Marketing Spot displayed. This could help to refine your targeted advertisements, or to verify that certain ads are being seen.
- Customer usage of the Product Advisor. Statistics are kept for each of the three shopping metaphors, and can demonstrate their comparative effectiveness.
The Marketing Event Monitor also compiles a detailed log of the campaign events generated during site usage. Each time that a campaign event takes place, the log is updated with the page requested, the e-Marketing Spots displayed, and the initiatives used to generate the content. This log is captured in the CPGNLOG table in the WebSphere Commerce database, and is processed by WebSphere Commerce Analyzer, which generates reports based on the collected data.
The Marketing Event Monitor can also track of the relationship between orders and the customer profiles to which the customer belongs. Each time that a customer places an order, the log is updated with the orders_id and mbrgrp_id. This log is captured in the ORDERMGP table in the WebSphere Commerce database.