Insight User Conference Bootcamp - Use the Engagement Tracking and Metrics APIs to Bring Insights to Your Business
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The document outlines how to leverage engagement tracking and metrics APIs to gain insights into customer behavior using SparkPost and Momentum. It details various methods for accessing this data, including a reporting UI, APIs, and webhooks for near real-time event feeds, alongside best practices for managing campaigns and recipient data. Additionally, it emphasizes the importance of maintaining list hygiene by processing specific event types to ensure efficient email marketing operations.
![5
Name your campaigns
Use the “campaign_id” attribute – shows up in the Summary chart
{
"options":
{
"open_tracking"
:
true,
"click_tracking"
:
true,
"transactional"
:
false
},
"campaign_id":
"Bulk
Pet
Food
Offers",
"content"
:
{
"from":
{
"name"
:
"Awesome
Company","email":"steve@thetucks.com"
},
"subject"
:
"Test
SparkPost
Transmission",
"reply_to"
:
"Awesome
Company",
"text"
:
"Hi
{{first_name}}rnTest
email!r
nCongratulations,rn{{signature}}",
"html"
:
"<strong>Hi
{{first_name}},</strong><p>Test
email
from
<a
href="http://messagesystems.com">Message
Systems</a></p><p>Congratulations!</p>{{signature}}"
},
"recipients":
[
{
"address":
{
"name":
"Bob
Lumreeker",
"email":
"bob.lumreeker@gmail.com"
},
"tags":
["cats",
"dogs"],
"metadata":
{
"MemberType":
"Gold"
},
"substitution_data":
{
"signature":"Your
friendly
Solution
Engineer",
"first_name":"Steve"
}
}
],
"substitution_data":
{
},
"metadata":{
"Sender":
"BlackFriday1",
}
}](https://image.slidesharecdn.com/insight-bootcamp-engagementtracking-151203222343-lva1-app6892/85/Insight-User-Conference-Bootcamp-Use-the-Engagement-Tracking-and-Metrics-APIs-to-Bring-Insights-to-Your-Business-5-320.jpg){kind=tracking}
)",
"sampleValue":
"1"
},
"campaign_id":
{
"description":
"Campaign
of
which
this
message
was
a
part",
"sampleValue":
"Example
Campaign
Name"
},
"customer_id":
{
"description":
"SparkPost-‐customer
identifier
through
which
this
message
was
sent",
"sampleValue":
"1"
},
"delv_method":
{
"description":
"Protocol
by
which
SparkPost
delivered
this
message",
"sampleValue":
"esmtp"
},
"device_token":
{
"description":
"Token
of
the
device
/
application
targeted
by
this
PUSH
notification
message.
Applies
only
when
delv_method
is
gcm
or
apn.",
"sampleValue":
"45c19189783f867973f6e6a5cca60061ffe4fa77c547150563a1192fa9847f8a"
},
"error_code":
{
"description":
"Error
code
by
which
the
remote
server
described
a
failed
delivery
attempt",
"sampleValue":
"554"
},
"ip_address":
{
"description":
"IP
address
of
the
host
to
which
SparkPost
delivered
this
message;
in
engagement
events,
the
IP
address
of
the
host
where
the
HTTP
request
originated",
"sampleValue":
"127.0.0.1"
},
"message_id":
{
"description":
"SparkPost-‐cluster-‐wide
unique
identifier
for
this
message",
"sampleValue":
"0e0d94b7-‐9085-‐4e3c-‐ab30-‐e3f2cd9c273e"
},](https://image.slidesharecdn.com/insight-bootcamp-engagementtracking-151203222343-lva1-app6892/85/Insight-User-Conference-Bootcamp-Use-the-Engagement-Tracking-and-Metrics-APIs-to-Bring-Insights-to-Your-Business-11-320.jpg){kind=tracking}
Insight User Conference Bootcamp - Use the Engagement Tracking and Metrics APIs to Bring Insights to Your Business
- 1. 1 Use the Engagement tracking and Metrics APIs to bring insights to your business Day 1 - Tuesday Nov 3, 2015
- 2. 2 In this session Make the most of the fine-grained information available on your customer behavior from SparkPost & Momentum We’ll look at several ways to do that: • Via the Reporting User Interface • Via the APIs • Via Webhooks event feeds in near real-time
- 3. 3 OTHER CHANNELS Recipients ISPs YAHOO GMAIL OUTLOOK AOL Message flow Generate Message Deliver Analyze Multichannel Powerful Templating Big-Data Triggered Marketing Automated Delivery Optimization Adaptive Email Network React in Real-Time User Friendly UI Big Data Feed Sender Real-Time Insight Transmission API One API Transactional Messages 97.8% Average Deliverability Opens Clicks Bounces OOB bounces Feedback Loop messages Reporting UI Metrics & per-event API Webhooks
- 4. 4 Example newsletter Target segments? • Interested in cats, dogs, or both What type of customer? • Loyalty card holder bronze/silver/gold Campaign timing? Black Friday
- 5. 5 Name your campaigns Use the “campaign_id” attribute – shows up in the Summary chart { "options": { "open_tracking" : true, "click_tracking" : true, "transactional" : false }, "campaign_id": "Bulk Pet Food Offers", "content" : { "from": { "name" : "Awesome Company","email":"steve@thetucks.com" }, "subject" : "Test SparkPost Transmission", "reply_to" : "Awesome Company", "text" : "Hi {{first_name}}rnTest email!r nCongratulations,rn{{signature}}", "html" : "<strong>Hi {{first_name}},</strong><p>Test email from <a href="http://messagesystems.com">Message Systems</a></p><p>Congratulations!</p>{{signature}}" }, "recipients": [ { "address": { "name": "Bob Lumreeker", "email": "bob.lumreeker@gmail.com" }, "tags": ["cats", "dogs"], "metadata": { "MemberType": "Gold" }, "substitution_data": { "signature":"Your friendly Solution Engineer", "first_name":"Steve" } } ], "substitution_data": { }, "metadata":{ "Sender": "BlackFriday1", } }
- 6. 6 Name your content links data-‐msys-‐linkname custom attribute https://www.sparkpost.com/api#/introduction/substitutions-reference/personalized-links Max length of 63 characters (truncated if too long) Link name incorporated into the click-tracked link, will be tracked in engagement events.
- 7. 7 Named content links in Engagement report https://support.sparkpost.com/customer/portal/articles/2035637?b_id=7411
- 8. 8 Passing information through metadata and tags Tags: A list of single-values • 10 per recipient, max 100 system-wide Metadata: key-value pairs • Recipient-level • Transmission-level (tags + metadata) max 1000 bytes https://www.sparkpost.com/api#/reference/recipient-lists
- 9. 9 Pulling information using the API • Everything that’s visible on the Reporting UI, you can also get via the Metrics API (and then some) ... • The message_events API endpoint gives access to fine-grained event information for up to 10 days: Campaign ID Metadata Tags
- 10. 10 Demo time!
- 11. 11 API endpoints are self-describing https://api.sparkpost.com/api/v1/message-events/events/documentation { "results": [ { "type": { "description": "Type of event this record describes", "sampleValue": "bounce" }, "bounce_class": { "description": "Classification code for a given message (see [Bounce Classification Codes](https://support.sparkpost.com/ customer/portal/articles/1929896))", "sampleValue": "1" }, "campaign_id": { "description": "Campaign of which this message was a part", "sampleValue": "Example Campaign Name" }, "customer_id": { "description": "SparkPost-‐customer identifier through which this message was sent", "sampleValue": "1" }, "delv_method": { "description": "Protocol by which SparkPost delivered this message", "sampleValue": "esmtp" }, "device_token": { "description": "Token of the device / application targeted by this PUSH notification message. Applies only when delv_method is gcm or apn.", "sampleValue": "45c19189783f867973f6e6a5cca60061ffe4fa77c547150563a1192fa9847f8a" }, "error_code": { "description": "Error code by which the remote server described a failed delivery attempt", "sampleValue": "554" }, "ip_address": { "description": "IP address of the host to which SparkPost delivered this message; in engagement events, the IP address of the host where the HTTP request originated", "sampleValue": "127.0.0.1" }, "message_id": { "description": "SparkPost-‐cluster-‐wide unique identifier for this message", "sampleValue": "0e0d94b7-‐9085-‐4e3c-‐ab30-‐e3f2cd9c273e" },
- 12. 12 Webhooks • Creating webhooks Via the UI .. or through API calls .. Can have many • Security https transport option • Authentication Choose between None, Basic, or OAUTH2
- 13. 13 Demo time!
- 14. 14 Webhooks best practice • Timing 60 second batches, or batch-size reached • Your receiver code must http ACK Once you’ve committed the data Otherwise SparkPost will keep trying • Check the Batch ID in the http header X-‐MessageSystems-‐Batch-‐ID: 77c2b630-‐d712-‐11e4-‐9642-‐efc2723b99c1 User-‐Agent: SparkPost host: ec2-‐54-‐154-‐175-‐157.eu-‐west-‐1.compute.amazonaws.com accept: application/json content-‐type: application/json content-‐length: 9658 Connection: keep-‐alive
- 16. 16 Focus on list hygiene Processing the following event types is important for keeping your lists clean: • Bounce • Out-of-Band bounce • Spam Complaint • List Unsubscribe • Link Unsubscribe These events automatically add the recipient to the suppression list inside SparkPost, as a safety net measure.
- 17. 17 Customer code in the public-domain Financial Times have published their code for both Transmission API usage and Webhooks handling
- 18. 18 Summary We’ve seen how fine-grained information can be carried by • The campaign_id attribute • Named links in templates and transmissions • Metadata and tags We’ve used that information via: • The Reporting UI • Via the SparkPost APIs • Via Webhooks near real-time event feeds
- 19. 19 Thank you Steve Tuck solution engineer mobile +44 7917 064055 email steve.tuck@sparkpost.com