Table of Contents

Introduction

Track & Trigger is an Optimove add-in module that adds an extensive set of targeting and messaging capabilities to Optimove’s core relationship marketing hub. By turning raw activity inputs into actionable data, Track & Trigger enables you to perform four different (but closely related) functions:

  • to capture and record the on-site and in-app activity of individual users, both unregistered visitors and known customers;
  • to answer business questions and analyze customer behavior;
  • to target users and personalize their messaging based on their activity; and
  • to serve personalized realtime messages that are triggered by specific user behavior, as defined by you in the Optimove UI (no IT required!).

Tracking User Activity

Your website or mobile app can report nearly any event or user action relevant for triggering personalized messaging. Events are reported to Optimove for storage and realtime analysis using the Optimove SDK. You can embed the SDK in your website and/or in your mobile apps (currently supports iOS and Android native and Unity apps).

For detailed information about implementing the various Optimove SDKs, see the following guides:

You can implement any combination of the Optimove SDKs according to your business needs – all events reported from the various SDKs are collected by Optimove into a single pool of events to be used for both user activity tracking and triggering campaigns.

Automatically Collected User Data and Events

The following events and attributes are collected automatically by the Optimove (either by the Optimove SDK or by Track & Trigger’s back-end service), with no need to programmatically report them separately as custom events:

Visit Information

  • Page visit
  • Page/mobile screen URL
  • Page category
  • Page title
  • Geolocation – city, lat/long

Device Information

  • Device platform
  • Device type
  • Device OS
  • Is native mobile
  • User agent header data

General Usage Information

  • Unique session days per user
  • Number of page views per user
  • Average session time
  • UTM attribution of the first/last session
  • User email address

App Information (Mobile SDK Only)

  • Installed app
  • App opened count per user per day/month
  • Advertising IDs
  • Push notification opt-in/opt-out
  • App-device coupling

Optipush Information (Only Mobile SDK with Optipush Implemented)

  • Days since last received an Optipush campaign
  • Days since last opened an Optipush campaign
  • Days since last dismissed an Optipush campaign
  • Delivered, opened, dismissed an Optipush campaign

Methods for Reporting Customers Using the SDK

When implementing the Optimove SDK, there are two different ways to report customer IDs to Optimove:

1. Reporting customer IDs that are identical to the Customer IDs sent to Optimove in your daily data updates

In this scenario, all customer events reported from your website/mobile app must utilize customer IDs that are identical to the Customer IDs included in the daily data update. Optimove will use each customer ID reported from the SDK to identify those customers eligible to receive triggered campaigns.

Reporting customer IDs that are identical to the Customer IDs sent to Optimove in your daily data updates

2. Reporting hashed customer IDs that are different than the Customer IDs sent to Optimove in your daily data updates

In this scenario, the customer records sent from your system to Optimove as part of the daily data updates must contain both the Customer IDs used to identify customers in the Optimove database, as well as the hashed Customer IDs that you send from the SDK. This will enable Optimove to match between the two IDs, in order to associate tracked website/app activity with customers in the Optimove database who may be eligible to receive triggered campaigns.

Reporting hashed customer IDs that are different than the Customer IDs sent to Optimove in your daily data updates

Triggering Campaigns in Response to User Activity

You define activity-triggered campaigns in Optimove by specifying the target group eligible for the campaign, the specific activity/scenario that will trigger the campaign, the campaign’s content/message and the channel via which it is delivered.

Track & Trigger currently supports the delivery of activity-triggered campaigns via Optimail (email), webpage pop-up and the Realtime API (for using any campaign delivery channel at your disposal).

Execution Methods for Triggered Campaigns

Execute via Webpage Pop-up

Displaying a personalized and timely webpage pop-up to a customer is a very effective way to influence customer behavior. To serve a webpage pop-up in response to the activated trigger of a triggered campaign, select Webpage Pop-up as the campaign’s execution channel.

To enable this execution channel:

  • Contact your CSM to enable it in the Optimove user interface.
  • Integrate the Optimove Web SDK in your website, using one of the following options for invoking webpage pop-ups:

Option 1: Optimove displays the webpage pop-up

The easiest way to show a pop-up in response to user-activated triggers is to let Optimove’s SDK display it. To do so, your website or app needs to report events to Track & Trigger using the Optimove SDK. If a particular event triggers the campaign for a particular user, then Optimove’s SDK code will immediately display the pre-selected pop-up (i.e., the pop-up selected for the triggered campaign). For implementation details, refer to the Optimove Web SDK Usage Guide.

Option 2: Optimove returns the pop-up HTML for your code to display

A second option is to display the same pop-up content, but by supplying your own code that customizes how the pop-up appears. For implementation details, refer to the Optimove Web SDK Usage Guide.

For details on configuring a triggered campaign using this execution channel, read the Track & Trigger article in Optimove Academy.

Execute via Optimail

Optimail is Optimove’s add-on email service module. When Optimail is selected as the channel for a triggered campaign, the specified email will be sent immediately when the trigger scenario defined for the campaign occurs.

To enable this execution channel:

  • Contact your CSM to enable it in the Optimove user interface.
  • Complete the IP address warm-up phase for your Optimail account, if not already done.

For details on configuring a triggered campaign using this execution channel, read the Track & Trigger article in Optimove Academy.

Execute via Triggered API

In this method, Optimove will send notice of the triggering of a campaign to a listener running on your server. In order to use this method, you will need to deploy one or more listeners and register them via the Optimove API function RegisterEventListener.

Multiple listeners are typically deployed to support multiple channels.

This approach allows you to develop any kind of realtime event handler, using any campaign delivery channel at your disposal.

For additional details, see the RegisterEventListener function in the API User Guide.

For details on configuring a triggered campaign using this execution channel, read the Track & Trigger article in Optimove Academy.