Creating Promotion Events for Web

Use promotion events to collect data on how users interact with your site's in-site advertising, offers, and campaigns. The data can help you determine what the effects and response rates are for promotional activities on your site. Customer interaction can range from a simple click-through to a more complex activity such as using a promotion code during checkout.

A user visit has only one origination, but there can be many promotions within that visit and even multiple promotions on a single page. Promotions can be internal, such as offers on the home page for free shipping, product recommendations, content recommendations, or discounts that are offered anywhere on the site. Promotions can also be external advertising content that leads users off the page.

Promotions can also change frequently. For rotating advertisements or dynamically created recommendations, the content can be different every time a page loads. For example, users might see different promotions during the same visit if they visit a specific page more than once. By collecting display data and interaction metrics, you can determine the effectiveness of promotions that appear on your site.

Promotion events generate entries in the PROMOTION_DISPLAYED table when a promotion is viewed and in the PROMOTION_USED table when a customer uses a promotion.

To create a promotion event:

1. On the navigation bar, click Event TrackingEvents.

2. Click .

3. Select Promotion as the event type.
4. Select Page View.

   You can select the web page with SAS Customer Intelligence 360 or manually specify the page URL.

   • To select the web page using the user interface, navigate to the page where the promotion is displayed and click Create Event.
     Note: You can change which page is associated with this event from the Display Event Location tab.
   • To manually specify the web page, click Create Event. Then navigate to Display Event Configuration to configure the URL. You can use this option to specify the URL for a web page that requires a login or that is part of a single-page application (SPA).
   Note: You can also create the following even types:

   • Select JavaScript API to create an event that listens for a corresponding event from the JavaScript Events API.
     • In Event Identifier, create a unique API Event Key to identify the specific event that is sent through the JavaScript Events API. To trigger the event, this key must be configured in the event script. After the event key is published, it cannot be changed.
     • Navigate to Promotion Attributes to see the standard attributes for this type of JavaScript API event. These values are read-only. This event requires a record type attribute with a value that is set to either use or display.

     For more information, see Using the JavaScript Events API with Tasks in SAS Customer Intelligence 360: Programming Interfaces.

   • Select Mobile App Action to create an event that listens for a corresponding event from a mobile application. The steps are similar to defining a custom Mobile event. For more information, see Create a Promotion Event for a Mobile App.
5. Refine the pages that are associated with your event by navigating to Display Event Configuration.

   When you define the pages where the event occurs:

   • Choose Selected page to include only the page that you selected for the event’s location.
   • Choose Any page to include all pages that contain the click target that you defined.
   • Choose Pages matching attribute pattern to define rules that determine which pages to include. You can create a pattern that matches a URL, a domain, or an element.

     When you add a rule, you can choose different options to match pages for the event. For more information about the options, see Page Elements and Attributes.

6. To configure a conversion event to indicate when a user interacts with your promotion, click the Conversion Event Location tab. Click Add Conversion Event and select the event type to create.
   Note: The conversion event must be defined on the same page as the promotion event.

   The conversion event can be one of these event types:

   • Select Click to define an event when a page element is clicked. Select Selector or Other attributes to define the click target. The steps are similar to defining a custom Click event. For more information, see the relevant steps in Creating Click Events for Web.
   • Select Content Change to create a step when the content on a page changes and select a target to watch for the content change. For more information, see Creating Content Change Events for Web.
   • Select Form Submit to define an event when the user submits a form. The steps are similar to defining a custom Form Submit event. For more information, see the relevant steps in Creating Form Submit Events for Web.
   • Select JavaScript Variable Change to create a step when a JavaScript variable changes. The steps are similar to defining a custom JavaScript Variable Change event. For more information, see the relevant steps in Creating JavaScript Variable Change Events for Web.

   Click Create Event to create the conversion event. You can modify or delete the conversion event anytime from the Conversion Event Configuration tab.

7. Navigate to Conversion Event Configuration to configure the trigger event.
8. Add attributes to the event by navigating to Promotion AttributesPromotion Information. Define a promotion name and a promotion type.
   Note: After an event is published, you can add new attributes but you cannot modify existing attributes.

   Adding attributes enables you to collect additional information about the action that triggers the event and the page that contains the event. The attribute data that is collected can be used elsewhere. For example, attributes that you add to this event can be selected as criteria when you define a segment. The available attributes vary by event type.

   • Assign a name for the Value text field to append to the attribute that you select. Add characters such as commas (,) to separate the text from the attribute. Construct the name based on a combination of static terms and attributes that extract information.
   • Click Add attributes and specify the attribute.
     Note: If you use a JavaScript object, the Variable name field must be set to object.property or object[n].property (where n is the object’s index in an array). You cannot specify only the object.

     For the Return field, specify the part of the return value that you want returned.

   Use and to change the order of the attributes and the value text.

9. Define promotion content by navigating to Promotion AttributesPromotion Content. You can define values for placements, creatives, or tracking codes. Check Define value for the category that you want. Specify Value text and select Add attributes to define the attribute.
10. When you are finished designing the event, navigate to the Orchestration tab and complete one of these actions:
    • Select Mark ready to change the status from Designing to Ready. A Ready status indicates that this item is ready to be published. When you are ready to promote an item from a Ready status to an Active status, click Publish.
      Note: When you publish an item, you are prompted to publish any dependent items that are marked Ready.

      Items with a Ready status can be changed back to a Designing status by clicking Return to designing. Changing this status to Designing prevents the item from being published.

      Note: If your item has a Ready status and a start date, the item is not automatically published when the start date is reached. For example, if you are creating a task, it must be published in order for the start date to activate the task.
    • Select Mark ready and publish to change the status from Designing to Active. Items with an Active status cannot be changed back to Designing.

    If the content of a published item is changed and saved, that item becomes out of sync with the published version. To synchronize the content, select Republish. Otherwise, the item stays out of sync with the published version and the updates are not delivered.

    For more information, see Republishing Out of Sync Items.

11. (Optional) Click and select Properties to perform these actions:
    • Add a name and a description for the event.
    • See folder information for the event.