WebSphere Commerce Accelerator: Marketing

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Marketing

Marketing Managers use the marketing tools in WebSphere Commerce Accelerator to manage the activities that support the site's marketing campaigns. You can use the features to deliver marketing messages to the customers on store pages, or using e-mail.

What you can do with the Marketing tools in WebSphere Commerce Accelerator

The Marketing Manager uses the WebSphere Commerce Accelerator to perform the following tasks:

Tasks Description For more information
Display dynamic and static marketing information to customers on the store pages

Create Web activities to control what customers see in the places on the store pages that are reserved for marketing, without involving IT. Web activities can display:

Advertisements for promotions and featured products

Recommendations for products and categories, including merchandising associations

A list of a customer's recently viewed products or categories

Manage the spaces on the store pages that are reserved for marketing, called e-Marketing Spots.

Manage e-Marketing Spots
Content spots
Content
Create e-mail marketing campaigns

Create E-mail activities to sent bulk e-mails to specific customer segments.

Create e-mail templates with dynamic content that changes according to who receives the e-mail message.

Campaigns
E-mail activities
Tutorial: Conducting an e-mail campaign
Create customer segments Define customer segments by selecting a group of attributes that are relevant to marketing activities. Attributes include demographic data, registration status, purchase history, and so on. You can use these customer segments as targets for advertising, promotions, and suggestive selling. Customer segments
Create marketing experiments (A/B testing) Experiment with the Web activities to maximize the effectiveness of the marketing messages. For example, you can experiment with different content, different locations on store pages, different customer segments, or different targets. Then choose the best option to use going forward. Experiments
Create experiments
Organize and manage marketing campaigns Create campaigns to manage e-mail and Web activities. Campaigns
View statistics related to marketing activities Analyze the progress and results of the marketing activities by viewing statistical data, such as impressions and click-through rates. View a campaign activity's statistics
Viewing an experiment's summary and statistics
Viewing an e-mail activity's summary and statistics
Preview marketing information on store pages View advertisements, recommendations, and other marketing content on the store pages before going live. Options include previewing the store:

At a virtual date and time

As a specific customer, for example, a customer who belongs to a specific customer segment or who exhibits a target online behavior

You can also use the store preview to determine where on the store pages the e-Marketing Spots are located.
Preview a store
Previewing content

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Tasks	Description	For more information
Display dynamic and static marketing information to customers on the store pages	Create Web activities to control what customers see in the places on the store pages that are reserved for marketing, without involving IT. Web activities can display: Advertisements for promotions and featured products Recommendations for products and categories, including merchandising associations A list of a customer's recently viewed products or categories Manage the spaces on the store pages that are reserved for marketing, called e-Marketing Spots.	Manage e-Marketing Spots Content spots Content
Create e-mail marketing campaigns	Create E-mail activities to sent bulk e-mails to specific customer segments. Create e-mail templates with dynamic content that changes according to who receives the e-mail message.	Campaigns E-mail activities Tutorial: Conducting an e-mail campaign
Create customer segments	Define customer segments by selecting a group of attributes that are relevant to marketing activities. Attributes include demographic data, registration status, purchase history, and so on. You can use these customer segments as targets for advertising, promotions, and suggestive selling.	Customer segments
Create marketing experiments (A/B testing)	Experiment with the Web activities to maximize the effectiveness of the marketing messages. For example, you can experiment with different content, different locations on store pages, different customer segments, or different targets. Then choose the best option to use going forward.	Experiments Create experiments
Organize and manage marketing campaigns	Create campaigns to manage e-mail and Web activities.	Campaigns
View statistics related to marketing activities	Analyze the progress and results of the marketing activities by viewing statistical data, such as impressions and click-through rates.	View a campaign activity's statistics Viewing an experiment's summary and statistics Viewing an e-mail activity's summary and statistics
Preview marketing information on store pages	View advertisements, recommendations, and other marketing content on the store pages before going live. Options include previewing the store: At a virtual date and time As a specific customer, for example, a customer who belongs to a specific customer segment or who exhibits a target online behavior You can also use the store preview to determine where on the store pages the e-Marketing Spots are located.	Preview a store Previewing content