Shopping Cart Abandonment (II)

Shopping Cart Abandonment (II)

In my last post, I discussed some general details around the concept of shopping cart abandonment. Let’s now move on to the practical implementation. Depending on the tool, there are various options.

Adobe Analytics Standard

Using Adobe Reports & Analytics segment builder, you can create a segment like this one:

abandoned-cart-analytics

It basically reads:

  • Get all visits (and corresponding visitors)
  • Including all visits where there is a hit with a cart addition (event “scAdd”) and product 12345 present
  • Excluding all visits (pink container) where there is a hit with product 12345 being ordered (event “purchase”)

Depending on your needs, you will want to change the product variable with a classification of it or remove it altogether. You can share this segment with the Marketing Cloud (mainly for Adobe Target) or through an integration with Adobe Campaign. The main limitation of this segment is that it can only be executed once a day, so if you need to action sooner, then this is not for you.

Adobe Audience Manager

If you have Adobe Audience Manager, you can create two traits and combine them in one or two segments as I described in my post unsegmenting vs suppression segments. The use case here is different, but the concept is exactly the same and the traits will be very similar, if not the same. The issues you face in this case are:

  • The moment someone adds something to the basket, he falls immediately into the “abandoned basket” segment. This means that for on-site targeting you will probably need to add some additional logic to prevent showing a message to users who are still actively shopping; for example, you might want to only target visitors during the next browser session. In the case of paid media, this is not a problem, because if he is navigating to other websites, then it probably means he has abandoned the basket.
  • Once a visitor purchases once, he will be removed from the segment for the expiration of the traits. So, next time he tries to buy the same product within the expiration of the trait, you will not be able to re-target him again. The easiest solution for this is to play with the trait expiration periods.

Adobe Analytics Premium

If you have a license for Adobe Analytics Premium, then you have two additional options:

  • Data Workbench (DWB). This is the same tool formerly known as Adobe Insight. I am not an expert on this tool, so I am not going to explain much about it. However, for those of you not familiar with it, is like having Reports & Analytics on steroids. It can ingest various data sources, reprocess the data at will, combine it, slice & dice it… to create more advanced reports than those you can get in Reports & Analytics. With this tool, you can then create a process to extract all visitors that meet certain requirements, for example, visitors that have added a product to the basket and have not purchased it. Then, you can export the list into a flat file and use it with your favourite email campaign management system, like Adobe Campaign. The main advantage of this tool is that you can create more complex rules for example: include purchases done offline, consider different periods of time other than a visit… However, DWB is not real-time; it still needs to receive the data feed from the SiteCatalyst engine.
  • Analytics Live Stream. If all else fails, the last resort is to use Analytics Live Stream. With this feature, you can get a real-time flow of online events. It is then possible to create an application that keeps track of the online interactions from visitors and triggers emails after a visitor has not purchased a product after adding it to the basket after X seconds/minutes/hours. Just remember that this application will have to be created by you, Adobe does not offer any out-of-the-box solution.

5 thoughts on “Shopping Cart Abandonment (II)”

  1. Thanks for this useful info.
    I have a couple of questions.
    1. Will the Audience Manager segments be used by Analytics to create a cart abandonment report? I guess they are not useful by themselves in Audience Manager?
    2. How do we query Audience Manager and Analytics backends for abandoned carts per visitor Id in real time? API or SQL queries?
    3. Can you run a query on the Audience Manager database?

    Thanks

    • Hi Ola,

      1. If you have SSF enabled, you can get the AAM segments in Analytics. However, I think it is still useful to have this segment in AAM: you can use it in display advertising or in Target to personalise the experience, in both cases to retarget cart abandonments.
      2. You cannot query the backends. Remember that neither Analytics nor Audience Manager are SQL databases and Analytics is not real-time. In AAM, you can make a request using the DCS API to get the segments a visitor qualifies for.
      3. See above
      4. You should wait a few hours after you create the trait and segment definition, before they are available in the DCS. The UI shows the backend and it needs to be distributed to all DCS.

      Hope this helps!
      Pedro

  2. Hi,
    Lets say you create Audience Manager Traits and Segment at 11.00am, will they be available for API event calls at 11.10am?

    What is the time lag before Traits, Segments are available for API Call?

    It seems they are stored in the DCS, correct?

  3. Hi Pedro,

    Thank younfor the clear and very useful reply.

    Regarding your 4th point, let’s assume segments and traits have been successfully propagated to the DCS after a few hours. Then a customer abandons cart at 11am and that is registered as a trait, will that info be available for the DCS or Rest API to pickup at 11.10am, or how long does it take?

    Regards
    Ola

    • Hi Ola,
      Glad that it is helpful!
      Once a trait or segment definition is in the DCS, the qualification is real-time. If you make a DCS call with the signals that should qualify you for the trait/segment, in the response of the HTTP call, you already qualify for them. In the case of cart abandonment, you need to be a bit careful with this, as I explain above: the moment a user adds a product to the basket, he/she qualifies for cart abandonment in AAM.
      Regards,
      Pedro

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