Performing response tracking
You perform response tracking by creating a flowchart containing the Response process, which takes input from an action table via a Select or an Extract process. The action table is a file or table containing a record of all the actions or events that are evaluated to see if they should be attributed as responses to any contact or control treatments.
You configure the Response process to process, evaluate, and output the IDs that you consider as responses to your offer, based on matching some combination of response codes and/or other standard or custom offer attributes from the action table. Any Campaign-generated codes (campaign, offer, cell or treatment code) that are mapped in the Response process are considered to be "response codes of interest." Any other offer attributes, whether standard or custom, that are mapped in the Response process are considered "response attributes of interest." For example, you can use the "Relevant Products" field as an offer attribute to track inferred responses. The response processing logic uses both response codes of interest and response attributes of interest to determine direct and inferred responses.
Running the Response process writes those responses to the response history system table (UA_ResponseHistory, or its equivalent for each audience level). Like contact history, there is one response history system table for each audience level that you are tracking.
The data captured in the response history is then available for analysis using the performance reports in Campaign.
Campaign automatically records the following data related to response tracking:
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Whether the response was direct (one or more Campaign-generated codes were returned) or inferred (no response codes were returned)
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Whether the response was received before or after the expiration date of the specific offer version
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Whether the respondent was in a target cell or a control cell from the campaign
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Whether the response was unique or a duplicate
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Best, fractional, and multiple attribution scores
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The response type (action) attributed to the response
Using multiple response tracking flowcharts
Response tracking using multi-part offer codes
Date scope for response tracking
Response tracking for controls
Response tracking for personalized offers
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