Marketing Cloud Triggers
Integration between the Marketing Cloud Activation core service Triggers and Adobe Campaign allows you to send personalized emails to your customers as a reaction to specific behaviors that are tracked on your website by Adobe Analytics (within 15 minutes).
In Adobe Marketing Cloud, you define the different triggers, that is to say, the customer behaviors that you would like to monitor, such as all of the clients who abandoned their cart or their form, removed a product from their cart, or even the clients whose session expired. When creating a trigger, you define the trigger's condition and the data that will be sent in the event (pload) to Adobe Campaign.
In Adobe Campaign, you select the trigger that was previously created, you enrich the event data with datamart data and you define a transactional message template linked to that trigger. For example, when a client abandons their cart, an event is sent to Adobe Campaign which can then leverage this event via a remarketing email that is sent to the client within 15 minutes.
Prerequisites: the feature must be activated in Campaign and you need to have defined triggers in Adobe Marketing Cloud (Triggers core service). For more on this refer to Activating the functionality and AMC Prerequisites.
The main steps of the user process, in Adobe Campaign, are:
Create a trigger event linked to an existing Adobe Marketing Cloud trigger.
Publish the trigger event.
Define the content of the transactional message template.
Test the template (create a test profile and send a proof).
Publish the transactional message template.
The main steps of the execution process are (example: cart abandonment):
A client adds a product to their cart.
Adobe Analytics detects this behavior and, after a period of inactivity (up to 4 hours maximum), Adobe Marketing Cloud sends an event to Adobe Campaign.
Adobe Campaign receives the event.
Adobe Campaign reconciles the event with a profile to recover the email address. The event is then stored in the database.
Adobe Campaign sends the personalized transactional message associated with the client.
Activating the functionality
The functionality must be activated in Adobe Campaign by the technical administrator beforehand. In the Administration > Application settings > Options menu, edit the Triggers End Point option. Fill in the Value (text) field.
Aliases enable a contact in Analytics to be reconciled with a profile in Campaign. These aliases have to be defined in the Marketing Cloud ID service and a matching AMC Data source has to be defined in Campaign.
To define the Adobe Marketing Cloud data sources, select the Administration > Application settings > AMC Data sources advanced menu. For more on this, refer to AMC Data sources.
You should make sure to define the behaviors that you want to monitor beforehand in Adobe Marketing Cloud (Triggers core service). For more on this, refer to the Adobe Marketing Cloud documentation. Note that when you define the trigger, you need to enable the aliases.
For each behavior (cart abandonment, adding/deleting products, session expired, etc.), a new trigger must be added in Adobe Marketing Cloud.
Defining the trigger event
You now have to create a trigger event in Adobe Campaign based on an existing Adobe Marketing Cloud trigger.
The steps for putting this into place are:
Click the Adobe Campaign logo, in the top left corner, then select Marketing plans > Transactional messages > Marketing Cloud Triggers.
Click the Create button then Select an Analytics Trigger. The screen that opens displays the list of all of the triggers defined in Adobe Marketing Cloud. The Fired by Analytics column displays the number of events sent by the Adobe Marketing Cloud trigger to Campaign.
Select the Adobe Marketing Cloud trigger that you want to use.
Click the button to the right of the Event content and enrichment field to view the content of the pload. This screen also allows you to enrich the event data with profile data stored in the Adobe Campaign database. The enrichment is performed in the same way as for a standard transactionnal message. See Enrichment.
In the Transactional message validity duration field, define the duration for which the message will stay valid after the event is sent by Analytics. If a duration of 2 days is defined, the message will no longer be sent after that duration has passed. If you put several messages on hold, this ensures that those messages will not be sent if you resume them after a certain period of time.
If a propensity scoring is defined in Analytics (see the Marketing Cloud documentation), you can choose not to send the message if the customer has a high probability of coming back to the website in the near future. The content of the score and the threshold is available in the content of the pload so that you can use those values to personalize the message. To use this option, check the box at the bottom of the screen. The clients with a strong probability of coming back to the site in the near future will not receive a message.
Click the Publish button to start publishing the trigger event.
The Show Trigger in Marketing Cloud button allows you to view the trigger definition in the Adobe Marketing Cloud.
Once the event has been published, a transactional template linked to the new event is then automatically created. You then have to modify and publish the template that was just created. For more on this, refer to the Editing the template section.
Editing the template
Once you have created and published the trigger event, the corresponding transactional template is created automatically. For more on this, refer to the Defining the trigger event section.
In order for the event to trigger sending a transactional message, you have to personalize the template, then test it and publish it. These steps are the same as for a standard transactional message. For more on this, refer to the Transactional template section.
If you unpublish the template, it will automatically unpublish the trigger event.
When editing content, you can add a personalization field based on the information sent by the Analytics trigger. If you enrich the event data with Adobe Campaign profile data, you can personalize the message based on this information. To personalize your message, select Real-time event > Event context and select a field.
Accessing the reports
To view the dedicated trigger report in Adobe Campaign, open the trigger event that you previously created, and click Show trigger report.
The report shows the number of processed events compared to the number of events sent by Analytics. It also displays a list of all the recent triggers.