Process: Create web activity

 

Flow

Legend

 

Objective

The objective of the Web activity is to convey marketing content within particular spots on the site to the right customer segment at the right time under particular conditions.

 

Description

In order to generate targeted Web content for a customer segment, the Marketing Manager will create a Web activity. Prior to this process, the Marketing Manager is expected to have created the customer segment. The Web content may advertise a coupon offer or a promotion ad, information about a certain product or category, or any marketing message as appropriate.

The set of information that the business user may specify in this task is:

• What is being advertised; products, categories, promotions, images, text...
• Where on the site the dynamic marketing content appears
• Who sees the information (based on demographics, purchase history, BI, and so on)
• When marketing content is active (day of week)
• Which other conditions must be met (particular products in cart, previous purchases, and so on.)

 

Customization

For more information, refer to the WebSphere Commerce Information Center.

 

Edition

Professional, Enterprise, Express

 

Subprocesses

• Create creative content
• Create promotion

 

Tasks

Task	Description	Role
Schedule activity	An activity may be scheduled to an e-Marketing Spot at the specified time and date interval. At that time, within the date interval, the content will be shown to the customers of the store if they are a target of this activity.	Marketing Manager
Select customer segment	Select the customer segment targeted for this activity.	Marketing Manager
Set advertising criteria	Set the criteria for displaying fixed cross-sell or up-sell merchandising associations in the activity. The Marketing Manager may choose to show target up-sell or cross-sell products when the source product is currently being browsed by the customer, is in the customer's shopping cart, or is in a customer's previous order.	Marketing Manager
Set customer behavior	Additional conditions may be specified for this advertisement to be shown based on customer behaviors: The existence or non-existence of a product or product category in the customer shopping cart. The existence or non-existence of a product or product category in previous purchases. The total amount of the customer shopping cart.	Marketing Manager
Set suggestive sell	The products may be selected individually, or selected by the product recommendation engine. Note that the product recommendation engine is not available in the Express. The product category may be selected from a list provided.	Marketing Manager
Set web activity properties	Name and description of web activity can be set by the creator of this activity.	Marketing Manager

 

Business artifacts

• Creative content
• Customer segment
• List of e-Marketing Spots
• Live web activity
• Marketing plan
• Merchandising plan
• Promotion

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