Again, there are three elements here:
- Import - The first order of business (pardon the pun) is to get the orders in. The Order Import for ATG integration allows you to seamlessly pass in the full purchase history from ATG Web Commerce into Bronto, including orders that come from email marketing, as well as all other orders.
Once your orders are in Bronto, you can see what each contact purchased.
- Analysis - Once the orders are in, we crunch RFM (Recency, Frequency and Monetary Value) data and populate contact fields with these 6 values: First Order Date, Last Order Date, Last Order Total, Total Orders, Total Revenue and Average Order Value. This kind of insight is not available within ATG.
- Segments - The RFM values in the above screenshot feed into our segment builder. Also, as part of the import process, we pass in information about specific products purchased, including Product Name, Category and Description, which you can also use to build segments.
Damian Trzebunia (Che-BOON-ya)
Product Marketing Manager