CX Works

CX Works brings the most relevant leading practices to you.
It is a single portal of curated, field-tested and SAP-verified expertise for SAP Customer Experience solutions

Integration of SAP Marketing Cloud with Third Party Webinar Platforms

15 min read

Overview

Integration of SAP Marketing Cloud with Third Party Webinar platforms


This article provides an overview on how to integrate SAP Marketing Cloud with Third Party Webinar Platforms using SAP Integration Suite. It explains the process and steps a marketer needs to take, in the SAP Marketing Cloud (SMC) solution, in order to view key information of participants and the performance summary of the created event.

In this article we walk you through an integration scenario of a third-party Webinar platform called ON24 with SAP Marketing Marketing Cloud solution. 


Table of Contents

Introduction

This article will help you:

  • Understand the steps a marketer needs to take to track the performance summary of an event such as a webinar hosted on a platform such as ON24.

  • Import the webinar data such as Events, Participants, Contacts, and Interactions to SAP Marketing Cloud.

  • Integrate events and participants from the external event platform to SAP Marketing Cloud (SMC) using SAP Integration Suite.


Here are the solutions and platform we will use in this article and what are they used for:

Solution / Platform

What is it used for?

SAP Marketing Cloud

Provides an overview of marketing events, such as webinars. It displays key information of participants and the performance summary of the event. 

SAP Integration Suite

Periodic synchronization of events and participants from the external event provider platform

ON24

The Event Provider Platform that events are hosted


Business Process Overview

The Business Process section gives you an overview of how a marketer gathers information about an event such as a webinar. 

When a marketing expert wants to promote a new event, they access the Marketing Events app to view details of the event in SMC and run a promotional campaign.

The image below displays overall business process that a Marketer (Event Partner) takes to manage the newly created event and at the end viewing statistics after an event is completed.

For more details on the business scenario, please click here


Setting up Marketing Events

This section gives you an overview of how you can use the features and functions of SAP Marketing Cloud using the Marketing Events application.

Events are hosted on event provider platforms, such as ON24 platform, and their event details are imported as contacts and interactions into the SMC system.

The participants that are registered for an event are created as Contacts in SAP Marketing Cloud. The activities of a participant, such as registration and attendance are created as Interactions for that contact in SAP Marketing Cloud.

The screenshot below shows how to access the Marketing Events app by navigating to Campaign Management tab and selecting the Marketing Events tile.


Here are the details on where you can view these features using the  Marketing Events app in the SMC system:

View a List of Marketing Events

You can view a list of events along with their details, which have been created on the event provider platform such as ON24.

View an Overview of the Marketing Event

Select the Overview tab to view the details of the event such as event status, date and time of the event, registration link, and more.

The event status can be one of the following:

  • Ready: When an event is imported from the event provider platform and scheduled for a future date

  • Cancelled: When an event is deleted from the event provider platform before the scheduled webinar time

  • Conducted: After an event has been conducted on the event provider platform

  • Archived: When an event is deleted from the event provider platform after the scheduled webinar time and the event data is maintained in the SMC system

  • In Preparation: When an event is not created on the event provider platform but the event data is maintained in the SAP Marketing Cloud system using APIs

    This status can be ignored for an automated integration of event provider platforms with the SMC system.

View Participants

Choose the Participants tab to view the details of the participants of the event, for example, the duration that a participant spent on viewing the live streaming or the recording of the marketing event.

You can view the status of the participant, which can be one of the following:

  • Registered: When a participant has registered for the event

  • No-show: When a participant has registered for the event but has not attended the event live or on-demand

  • Attended: When a participant has attended the event live or on-demand

You can click on the name to view the participation summary of the participant. To navigate to the detailed contact profile of the participant, you can click on View Contact.

You can also click on a participant row to view the engagement information of the participant such as polls, surveys, and Q&A. You can also view the participant responses of each of these engagement activities for the selected participant.

A maximum of 1333 characters is supported for participant responses for polls, surveys, and Q&A. Answers of lengths greater than 1327 characters will be truncated and displayed like the following: <answer text up to 1327 characters> … . The polls, surveys, and the Q&A is displayed in the language the event is conducted.


View Event Performance

Choose the Performance tab to view the performance summary of the event.

Only after the event has been conducted on the event provider platform, performance data such as the number of registrants or attendance rate, are displayed.


Integration Process

We will use the Cloud Integration capability within SAP Integration Suite to integrate data from Event Provider Platform such as ON24 to SMC.

To learn more about SAP Integration Suite, click here

With Direct Integration approach:

  • Cloud Integration delivers the Standard iFlows with data mapping specific to ON24 event platform

  • This ensures periodic synchronization of events and participants from the external event platform


Disclaimer

The use of information originating from social networks and other data sources must be checked in the individual case against the background of all applicable laws and regulations (for example, on data protection) and individual rules (for example, for the relevant source). SAP does not accept any liability for the use of the application by its customers.

 


The integration package runs on the SAP Integration Suite tenant using REST services and fetches events data from Event Provider Platforms and transforms the data into SMC data format. 

For this use case, you need to deploy iFlows from the Integration Package called "Third Party Marketing Events Integration with SAP Marketing Cloud and SAP Marketing".

Here are the four Integration iFlows to fetch specific data from Event Provider Platforms:

  1. Fetch Marketing Events Data

  2. Fetch Registrant Data

  3. Fetch Participant Data

  4. Fetch Participant Engagement Data

Configure Standard iFlows

To configure the artifacts in the SAP Integration Suite and deploy integration flows, click the links below related to each of the integration flow processes:

Extend Standard iFlows

We can extend Standard iFlows using extensions to fetch the specific custom fields contents from Event Provider Platforms (i.e. ON24) into SMC. 

To learn about how to extend the capabilities of standard iFlows for specific integration content, click here

It is recommended that you do not make any changes to the Standard iFlows and only use the Extension iFlows below for any of your custom changes. This will ensure that in the future there will be no issue in the Standard iFlows when they get republished. 

For our ON24 integration process, we have the three extension iFlows below. Click on each of the processes to view the iFlow in detail:

To give you an example on what steps you need to take to extend any of the three iFlows mentioned above, just follow the steps below.

For example, to enhance the 'Participants' process to define new sets of custom field(s):

  1. Create the new custom filed(s) in SMC

  2. Access the Fetch Custom Fields of Participants iFlow

  3. Click on the Resources tab, and open the Schema file for 'attendeeSMC_ext.xsd' as shown in the screenshot below:

  4. Modify the file by adding the new custom field(s) that you've created in SMC as a property. For this example, let's assume we're adding a new custom filed called 'yy1_FIRSTLIVEACTIVITY_prt'.

    1. Add the 'yy1_FIRSTLIVEACTIVITY_prt' element tag inside the appropriate tag as you might have multiple tags such as 'attendees', 'poll', etc; in this example it needs to be under 'attendees' element tag. 

    2. Save your changes
    3. Here's what the code will look like:

      <xs:schema attributeFormDefault="unqualified" elementFormDefault="qualified" xmlns:xs="http://www.w3.org/2001/XMLSchema">
       <xs:element name="root">
          <xs:complexType>
            <xs:sequence>
            	<xs:element type="xs:string" name="eventid"/>
          	<xs:element type="xs:string" name="totalattendees"/>
        <xs:element name="attendees" minOccurs="0" maxOccurs="unbounded">
          <xs:complexType>
            <xs:sequence>
                    <xs:element type="xs:string" name="mktgeventparticipantexternalid" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="mktgengagementscore" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="numberofquestions" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="numberofpollsanswered" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="numberofsurveysanswered" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="numberofcontentdownloads" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="totalnumberofminuteslive" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="totalnumberofminutesreplay" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="totalnumberofminutesattended" minOccurs="0" maxOccurs="1"/>
                    <xs:element type="xs:string" name="activitydatetime" minOccurs="0" maxOccurs="1"/>
                     <xs:element type="xs:string" name="yy1_FIRSTLIVEACTIVITY_prt" minOccurs="0" maxOccurs="1"/>
            </xs:sequence>
          </xs:complexType>
        </xs:element>
        </xs:sequence>
          </xs:complexType>
        </xs:element>
      </xs:schema>
  5. Click on the 'Map Participants' block, and select the Processing tab

  6. Open the Resource .mmap  

  7. Here you can see the custom field that you have created in the step 4 on the right hand side Messages block and you can directly map your custom filed to the ON24 field on the left hand side Messages block:

  8. Save your changes

  9. Deploy the iFlow

Setting Up Communication Management

The Communication Management apps in the SMC allow you to establish secure communication between your system or solution with other systems to enable data exchange.

In SMC, you must create a technical user and assign the "SAP_COM_0541 (Marketing - Event Outbound Integration)" Communication Scenario in order to setup the communication with OData service.

The following links below will provide more details on how to proceed:  

  1. Create Technical Communication User

  2. Create Communication System

  3. Create Communication Arrangement

Setting Up Marketing Application Jobs

The Marketing Application Jobs app is designed to translate webinar data to SMC context like Events, Participants, Contacts, and Interactions.

To create an application job using the application job template, go to  Marketing Events and click on Import Marketing Events:

Make sure that in the scheduling information, you set an appropriate time based on the frequency of the application job has to run.

In a scenario where there might be a lot of records and multiple application jobs, make sure that the time taken for first job is completed before starting the next application jobs.


The table below explains the Parameters section as shown in the screenshot above:

Parameter

What it means

Marketing Event Provider

Enter the ID origin associated with the event provider platform.

Delta Update

If you select this checkbox, the application job will fetch only the data that was modified after the last run and update it. This mode is useful in a recurrence pattern, where the initial data load of the event is complete.

Load Data from Date

If you make an entry in this field, the application job imports all the events and its participants after this date from the event provider platform. You can only enter a UTC timestamp in this field.

The UTC timestamp displays date and time according to UTC (Universal Coordinated Time).


The above Application Job will take care of the integration part in SMC which is detailed in the section below. 

Entity Mapping in SAP Marketing Cloud

The image below explains the mapping from the event platform such as ON24 to SAP Marketing Cloud (SMC).

  • Webinar is translated to Event under SMC

  • Registrants or Attendees are translated to Contacts under SMC

  • The activities such as Registration, Status, and Survey or Polls are translated to Interactions which is then tagged to the relevant contact under SMC



Conclusion

This article introduced you to the integration process of SAP Marketing Cloud (SMC) with third party webinar platforms. The Marketing Events app provides an overview of marketing events, such as webinars, to displays key information of participants and the performance summary of the event. 

SAP Integration Suite delivers packaged content as a Standard iFlows with data mapping specific to ON24 that ensures periodic synchronization of events and participants from the external event provider platform. By using the SAP Integration Suite standard package and application job template in SMC, the webinar information is translated to SMC context like Events, Participants, Contacts, and Interactions. This process allows marketers to view the statistics of an event and use event segmentation for targeted campaigns as well as evaluate or analyzes the performance of an event.

The list below summarizes the steps you need to take to integrate between a third party event platform and SAP Marketing Cloud:

  • Configure Standard iFlows in SAP Integration Suite
  • Use Cloud Integration iFlows for any customization
  • Setup Communication Management in SAP Marketing Cloud
  • Setup Marketing Application Jobs in SAP Marketing Cloud
  • Map entities in SAP Marketing Cloud

To access video tutorials, out-of-the-box product documentation, or other resources, please visit our List of Online Resources.

Overlay