This document details the integration between Marketing Automation Enterprise (MA Enterprise) and the Fonteva AMS. This integration provides a two-way exchange of marketing data (email and web engagement, as well as social interactions) that maximizes the effectiveness of both applications.
The integration ensures that the most current data is available for sending communications and influencing the marketing initiatives within MA Enterprise. As well as providing engagement metrics and status within Fonteva to have a full profile of the individual's engagement life cycle. Higher Logic performs scheduled, periodic, and real-time data refreshes which yield a robustly integrated ecosystem.
NOTE: This integration uses the Fonteva API and is compatible with Fonteva Classic and Fonteva Lightning.
Profile and demographic data synchronization
MA Enterprise will synchronize data periodically and in real-time.
Reports created in Fonteva are the easiest way to define a segment and have it synchronized within MA Enterprise. This configuration allows for any demographic or profile data points to be available to MA Enterprise. In addition, the synchronization can be scheduled to run weekly, daily, or hourly. It also allows for real-time data synchronization when a message is scheduled to the segment (known as sync-on-send).
Since Fonteva is usually the authority of your data, the MA Enterprise default setting is to overwrite existing data based on the unique identifier. The overwriting action and the unique identifier can be decided during the implementation phase of MA Enterprise or during the integration installation phase.
Writing back engagement data
When MA Enterprise campaigns are executed, the Fonteva integration will bring the engagement data (opens, clicks, web page visits, landing page submissions) back into Leads and Contact records, adding invaluable data that marketers can use for refining their targeting and increasing the relevancy of your messages. A configuration screen is available to determine which tracking information is pushed to Fonteva and when.
Tracking data that can be returned to Fonteva include:
- Email Delivered
- Click Throughs
- All Bounces
- Soft Bounces
- Hard Bounces
- User Not Found
- Mailbox Full
- Bad Domain
- Temporarily Unavailable
- In Progress
- Send Failed
- Fax Sends
- SMS Sends
- Event Signups
- Survey Submissions
- Facebook Posts
- Facebook Comments
- Facebook Likes
- Twitter Tweets
- Twitter Replies
- Twitter Mentions
- Twitter Retweets
- Landing Pages Submitted
- Website Visits
- Goal Reached
Additional MA Enterprise features in Fonteva
Once integrated with MA Enterprise, there will be a few items that are now visible to you in Fonteva, there is also added functionality that will make it possible to update the information in Fonteva information collected from MA Enterprise.
Contacts and leads
MA Enterprise will send and update engagement information back to newly created fields in your Fonteva records. The new fields are MA Enterprise Lead Score, Lead Date, Engagement Level, and Last Activity. These fields are updated periodically based on Lead Scoring Marketing Automation Campaigns.
MA Enterprise individual marketing automation profile
The tracking result of a marketing automation campaigns report back to Fonteva is under the Contact/Lead record. This data is natively stored in MA Enterprise and will not impact your storage in Fonteva; it is also updated real-time. This will provide the entire journey an individual has experienced including email engagement and website activity.
The Send Email feature (to the right of the email address in the image below) gives you the ability to send individual email messages directly from within Fonteva through MA Enterprise. This benefits from the highly reputable delivery of the Higher Logic network as well as continuing to track the engagement of the individual.
Fonteva users will now be able to communicate through MA Enterprise without having to login or require training on how to send an email message from MA Enterprise.
Custom view for contacts and leads
The integration also installs a custom view in the Fonteva tool bar to display the Hot Leads and Contacts. This view places an emphasis on records that have a Marketing Automation Enterprise Lead Score.
Creating records in Fonteva via MA Enterprise landing pages
When creating a landing page campaign in MA Enterprise, there is an additional option to create records in Fonteva.
Updating unsubscribe information to Fonteva
When using MA Enterprise, the unsubscribe information will not only write back as an activity, but you also have the option of updating a single field in Fonteva, typically the Email Opt Out field.
Using MA Enterprise tracking data in Fonteva
Using MA Enterprise Activity and the data already collected within Fonteva, you can generate custom reports and dashboards using the combined data to dig deeper into your customers and their actions.
MA Enterprise test instance
In general, test instances of Higher Logic MA Enterprise are not created. While most companies supply a test instance of their application, it is not really needed for a MA Enterprise. Fonteva is your database of record, and all member data in your MA Enterprise account will come from there, and any issues with the data only need to be updated in your system of record: Fonteva. Moreover, your launch of MA Enterprise will be several weeks after the integration has been setup so you will have time to review and fix any data issues.
During upgrades to Fonteva, supply Higher Logic with any updated URLs, login, password, and security token so that we can test that they are still returning the data as expected. Please note that there may be a nominal fee for this testing.
If you wish to have a separate test instance of MA Enterprise, you can pay for this, but the fees are similar to having another MA Enterprise account.
To connect MA Enterprise with Fonteva, we require a user login credential. Some organizations have assigned a specific user for the MA Enterprise integration. This is our recommended approach.