Ometria integration for ecommerce marketing

We build an event pipeline that captures transactions from your ERP or OMS and behavioural data (purchase, cart, return, browse) from the commerce platform. The pipeline includes retry logic, dead-letter queues for failures, and monitoring so stalled events are caught and reprocessed. We define a target latency (e.g. 15 minutes for order events) and track it against an SLA.

We build a bidirectional unsubscribe sync that flows Ometria suppressions back to the commerce platform and email service provider. We set a target propagation time (typically under 1 hour) and implement a reconciliation job that regularly compares suppression lists to catch and alert on divergence. We also build a pre-send validation in Ometria that checks its own suppression list before triggering a campaign.

We define a clear customer identity key (e.g. email address for B2C, customer ID for B2B) and ensure all inbound data uses that key consistently. We map customer ID, email and phone across systems before load, and we set Ometria's duplicate detection to match on email. We also define a reconciliation job that periodically audits profile counts and flags unexpected duplicates.

We recommend a single source of truth: if segments are defined in Ometria, the commerce platform should receive segment flags from Ometria and use them for campaign eligibility. If segments are defined in the commerce platform, we sync them into Ometria as a reference for rule definition, but Ometria calculates its own scores and eligibility. We document this ownership clearly and avoid duplicate segment calculation logic.

We typically recommend a daily or weekly refresh during batch windows, depending on your business cycle and how frequently RFM drives segment recalculation. We ensure the refresh is idempotent (safe to re-run without duplicating records) and we monitor for stale data drift by comparing customer counts and recent order dates between systems.

If the platform is down, the order may be captured in the ERP or OMS but not immediately sent to Ometria. We build a resilience layer that either queues the event locally until the platform returns, or we poll the ERP directly for missing orders after recovery. We alert on order lag so you know when event delivery is falling behind.

We set up monitoring that tracks segment membership count, the date it was last calculated, and how many times it has been used in a campaign in the past week. We build dashboards that show segment health and campaign activation velocity so you can spot segments that are calculated but never used.

Ometria can track multiple consent attributes per customer (e.g. 'gdpr_email_consent', 'ccpa_sale_opt_out'). We work with you to define which rules apply to which segments and campaigns, and we ensure that regional suppressions are enforced at send time. We do not rely on Ometria alone to enforce complex regional compliance; we validate it at the campaign send in the email tool as well.

We define a fallback strategy: if Ometria is unreachable, either campaigns are held in a queue (with alerting) until it returns, or segment queries are retried via API with exponential backoff. We document the maximum tolerable downtime and the point at which campaigns should be sent to a fallback list (e.g. all customers, or a broad segment) to avoid missing send windows.

Do not send real-time pricing, stock levels or payment card data to Ometria. These belong in the ERP, OMS or payment system respectively. Ometria should receive order totals (for RFM), product categories and purchase history (for segmentation), but not live prices or inventory. We define a data governance policy that lists what moves into Ometria and what stays in operational systems.

Ometria recalculates segments on a schedule (e.g. daily) or when a new event arrives. We set up monitoring to track segment entry and exit, and we log which segment changes trigger which campaign sends. We also test campaigns in a sandbox before launch to confirm that segment rules and triggers fire as intended.

We ensure that customer records and historical event data can be exported from Ometria and re-loaded into the new platform so segments and personalisation continue to work. We build a transition plan that keeps the old and new platforms in sync for a period, then cleanly switches tracking and event pipelines to the new platform. We test that segment membership and campaign eligibility remain consistent through the cutover.