Processing Campaign Data :: SAS(R) Data Surveyor for Clickstream Data 2.2: User's Guide

Overview

You can now associate Web activity with the marketing campaign that originated that activity.

This enhanced capability comes with new functions built into SAS Data Surveyor for Clickstream Data and new and revised template jobs that include the following:

Built-in support for tracking of campaigns originating from SAS Digital Marketing (SDM)
Built-in support for tracking of campaigns originating from SAS Real-Time Decision Manager (RTDM)
Integration with SAS Real-Time Decision Manager. This integration enables for dynamic campaign content (a treatment) to be loaded to a Web page based on information specific to that session made in real time. Any subsequent activity as a result of the treatment maintains an association with it. This association can help you determine the success of campaigns and analyze customers’ responses to different types of treatments within a campaign.

These functions have been dynamically integrated with the SAS Real-Time Decision Manager. Therefore, you must ensure that the Web pages have been instrumented with the SAS page tag and that a clickstream collection server is active.

The ability to process campaign data depends on the following components:

Template Jobs

Two Customer Integration (CI) template jobs are provided out of the box. These jobs are located in the Products

SAS Data Surveyor for Clickstream Data

2.2

Template Jobs folder in the SAS Data Integration Studio Folders tab. The Customer Intelligence template job contained in the SAS Page Tag Logs folder supports both SAS Digital Marketing and SAS Real-Time Decision Manager campaigns. The Customer Intelligence job in the Standard Web Logs folder supports only campaigns from SAS Digital Marketing.

Data Model

Columns are available in the data model to integrate with SAS Customer Intelligence platform. You can use the Rules and Parameter Parsing functionality of the Clickstream Parse transformation to automatically populate several columns with values.

The available columns are covered in the following table:

Columns in the Data Model

Column Name	Label	Description	Notes
EntrySource	Entry Source	An ID that represents the entity that originated the access to the landing page	Automatically populated with SDM for SAS Digital Marketing or RTDM for SAS Real-Time Decision Manager using rules defined in the Clickstream Parse transformation. SAS Web Analytics can also populate this column with values to represent other sources such as AdWords.
EntryActionID	Entry Action ID	An ID that represents the item from the Entry Source that originated the access to the landing page	When the EntrySource is set to SDM, this column is set to the value that occurs in the RTC= query parameter value. When EntrySource is set to RTDM, this column is set to the value that occurs in the RTDMRTC= SAS page tag parameter value.
EntryTreatmentID	Entry Treatment ID	An ID that represents a particular action (a treatment) within a campaign that was clicked on or opened by the subject	When the EntrySource is set to RTDM, this column is set to the value that occurs in the RTDMTTC= SAS page tag parameter.
S1	Subject ID Parm1	Identifies the subject of an Entry Action either alone or with other Subject ID parameters	Value obtained from the appropriate query parameter
S2	Subject ID Parm2	Identifies the subject of an Entry Action either alone or with other Subject ID parameters	Value obtained from the appropriate query parameter
S3	Subject ID Parm3	Identifies the subject of an Entry Action either alone or with other Subject ID parameters	Value obtained from the appropriate query parameter
S4	Subject ID Parm4	Identifies the subject of an Entry Action either alone or with other Subject ID parameters.	Value obtained from the appropriate query parameter
EntryPlacement	Campaign placement	Describes the position of the campaign creative element that result in the click-through of a Web site	Values have to be defined by the user.
EntryCreative	Campaign creative	The creative element that resulted in the click-through of a Web site	Values have to be defined by the user.

Campaign Attribution

The Input pane in the Options tab of the Clickstream Sessionize transformation contains the Forward Fill Columns and Complete Fill Columns options. These options can be used to propagate values that occur in one record within a session through to other records for which the column does not contain a value. The Forward Fill Columns option only propagates values into subsequent session records. The Complete Fill Columns option propagates values into preceding and subsequent session records.

The example data below demonstrates the Forward Fill Columns function. A customer visits the main page of an online store and then remembers receiving a promotional e-mail. The customer clicks on a link in the promotional e-mail. As a result, the Web log records a record with the RTC and Sn parameters. The customer then proceeds through the site and ultimately makes a purchase, as shown in the following:

2001-07-01 0:00:00 202.192.163.153 - GET /main/index.html ….
2001-07-01 0:01:05 202.192.163.153 - GET /store/music/d.asp?rtc=123456789 
&s1=a1 &s2=a2 &s3=a3 &s4=a4 ….
2001-07-01 0:01:20 202.192.163.153 - GET /store/music/artist.asp ….
2001-07-01 0:02:35 202.192.163.153 - GET /store/music/albums.asp?artist=241
2001-07-01 0:03:14 202.192.163.153 - GET /store/music/detail.asp?album=241-001 ….

Typically, the session data would be constructed as described in the following table:

Campaign Session Data

Datetime	Client IP	URI	QueryString	Entry Source	Entry ActionID	S1	S2	S3	S4
2001-07-01:0:00:00	202.192.163.153	/main/index.html
2001-07-01:0:01:05	202.192.163.153	/store/music/d.asp	rtc=123456789 &s1=a1 &s2=a2 &s3=a3 &s4=a4	SDM	123456789	a1	a2	a3	a4
2001-07-01:0:01:20	202.192.163.153	/store/music/artist.asp
2001-07-01:0:02:35	202.192.163.153	/store/music/albums.asp	?artist=241
2001-07-01:0:03:14	202.192.163.153	/store/music/detail.asp	?album=241-001

Adding the EntrySource, EntryActionID, and S1 to S4 columns to the Forward Fill Columns dialog box results in the values being propagated through the subsequent records of this session. This enables us to attribute the final result of a user’s session with a campaign. The result is shown in the following table:

Datetime	Client IP	URI	QueryString	Entry Source	Entry ActionID	S1	S2	S3	S4
2001-07-01:0:00:00	202.192.163.153	/main/index.html
2001-07-01:0:01:05	202.192.163.153	/store/music/d.asp	rtc=123456789 &s1=a1 &s2=a2 &s3=a3 &s4=a4	SDM	123456789	a1	a2	a3	a4
2001-07-01:0:01:20	202.192.163.153	/store/music/artist.asp		SDM	123456789	a1	a2	a3	a4
2001-07-01:0:02:35	202.192.163.153	/store/music/albums.asp	?artist=241	SDM	123456789	a1	a2	a3	a4
2001-07-01:0:03:14	202.192.163.153	/store/music/detail.asp	?album=241-001	SDM	123456789	a1	a2	a3	a4