The Marketing Event Monitor captures statistics generated by your marketing campaigns. The statistics provide insight into the relative success of your various campaigns and individual initiatives. They are also captured to show the effectiveness of your Product Advisor shopping metaphors. You can view a snapshot of the current statistics through the WebSphere Commerce Accelerator. The generated statistics also serve as a basis for additional business intelligence using the optional WebSphere Commerce Analyzer add-on product.
The Marketing Event Monitor collects statistics 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.