BTT Page Tag for Unica NetInsight

Unica NetInsight is one of IBM Unica product family, that provides the critical information and insight customer need to improve web site design, internet marketing effectiveness, and your customer's experience. Unica NetInsight provides page tag, log import, reporting and analyzing functions to support the business purpose.

BTT application is one type application to be analyzed by Unica Netinsight. To let the Netinshgt understand BTT application more accuracy, BTT provides BTT page Tag based on Unica Page Tag and capture following data:

At a typical interactive marketing solution, there are 3 steps:

  1. Awareness. Sellers will use customer analytics, web analytics event detection and predictive analytics to aware customer need
  2. Decisioning. Sellers will do segmentation, contract refinement, offer management and real-time targeting using the data from previous step.
  3. Execution. At last, sellers need do real execution like email or telephone marketing to sell the refined offers to end customer.

Unica NetInsight helps customer on step 1, it analyzes online campaigns (including media buys, email, and search engine marketing) and offline campaigns (including direct mail, catalog, and call center activities). It can even analyze the response to campaigns across channels.

Unica NetInsight uses web access log files as data source to perform the analysis. To capture all the user visit data, end users need put Unica Page Tag Javascript snippet at their JSP code. The JavaScript will capture the default user behavior, and provide extended APIs for customer for customization. BTT page tag is one of the customization JavaScript that uses the APIs to capture the BTT specified information to web access log file.