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Online Marketing Explorer

Online Marketing Explorer is a software module for SDL Tridion that you can use to market products or services through your online channel. You do this by creating Initiatives in the Online Marketing Explorer interface. Initiatives are tracked on your Web site and from the tracking data you can generate reports to analyze progress.

The following diagram shows how to use Online Marketing Explorer:

The following sections provide an overview of how use Online Marketing Explorer:

Online Marketing Explorer
The Online Marketing Explorer is the user interface where you create Initiatives for your online channel and generate reports on their progress.
Initiatives
An Initiative is an online marketing campaign. An Initiative consists of a series of Assets that share a single idea and theme. An Initiative has an Entry Asset defining the intended entry point of visitors to the Initiative, and a Target Asset defining the intended exit point. Assets are connected together to model the ideal flow of visitors from Asset to Asset through the Initiative. The goal of an Initiative is what should be achieved when the visitor exits the Initiative.
You can use the Entry Asset Query Builder to define queries for External Entry Assets that define the URL of an external Web site such as Facebook from which visitors were directed to the Initiative.
Tracking Initiatives (on your Web site)
On the Presentation Server, Online Marketing Explorer tracks visitors to Initiatives and the actions they perform on Assets. Online Marketing Explorer collects this tracking data so that you can monitor Initiatives by generating reports displaying various statistical data about the progress and performance of these Initiatives and individual Assets.
Reporting
Reporting allows you to track the progress and performance of an Initiative as a whole and of individual Assets. While the Initiative is running, you can assess how successful the Initiative is and take actions such as:
  • Act on the intermediate results to make the effect of an Initiative more visible and usable.
  • Improve the Initiative template.
  • Take actions on new people that have joined the Initiative.