The Mention Me integration uses the Ometria custom events functionality that can be used for trigger-based scenarios to generate email campaigns or segmentations.
As part of the setup of the Ometria integration, Ometria will create the Custom Events needed. Therefore, you do not need to do this before requesting the integration.
The events are associated with a customer profile based on their email address.
About Ometria Custom Events
Custom events are how automation programs and segmentations in Ometria can be linked to external triggers. They can be associated with actions outside Ometria, and can then be used to add contacts to an Automation, trigger email campaigns to them or used to create dynamic segments.
Summary of events sent to Ometria
| Ometria event name | Ometria event ID | When it triggers |
|---|---|---|
| Registered as a referee (Mention Me) | mm:registration_referee | When a customer has registered as a referee |
| Registered as a referrer (Mention Me) | mm:registration_referrer | When a customer has registered as a referrer |
| Obtained a reward as a referee (Mention Me) | mm:fulfillment_referee | When a customer obtained a reward as a referrer's friend |
| Obtained a reward for referring a friend (Mention Me) | mm:fulfillment_referrer | When a customer obtained a reward for referring a friend |
| Opted in to Marketing Consent (Mention Me) | mm:marketing_consent | When an existing or prospective customer has opted-in to receive your marketing during the referee journey or at post-purchase for a specific newsletter sign-up offer |
| Submitted NPS Score (Mention Me)** | mm:nps_score | When a customer has supplied an NPS score at post-purchase |
| Obtained a Reward for next order (Mention Me)** | mm:discount_next_order | When a customer has received a discount to use on their next order |
| Propensity to Refer (Mention Me) | mm:propensity_to_refer | Each time a customer's propensity to refer is calculated, its propensity value will be sent to Ometria. |
** If you have the Mention Me add-on enabled
How to use Mention Me data in Email templates
The Mention Me data can be inserted into email campaigns to create a personalised email experience using the Ometria Merge Tags. The merge tag for each Mention Me property is included in the table for each event.
Details of External Events
Registered as a referrer (Mention Me)
Each time a customer registers as a referrer on the Mention Me platform, a registration event will be triggered, and the associated data will be sent to Ometria.
All the different attributes associated with the referrer registration are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:campaign_id | {{ event['mm:campaign_id'] }} | The unique identifier of the Mention Me campaign that the referee has been enrolled in. | 33463 |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | The short name of the campaign that the referee has been enrolled in. Note: This should not be used in customer-facing emails. |
Referral Landing Page |
| mm:offer_id | {{ event['mm:offer_id'] }} | The unique identifier of the Mention Me offer that the referee has been enrolled in. | 115912 |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Campaign Name - This should not be used in customer-facing emails. It can be used as a filter in scenarios to only target certain people who are in the campaign |
Variation 1 |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | A short description of the offer that the referee has been enrolled in Note: This should not be used in customer-facing emails. |
Referrer gets £10 off. Referee gets 15% off |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Experiment name - not customer-facing. Use it for internal reporting and segmentation. | New Imagery March 2021 |
| mm:locale | {{ event['mm:locale'] }} | The website locale where the referral offer was shown | en_GB |
| mm:reward:amount | {{ event['mm:reward:amount'] }} | The reward amount being offered | 20 |
| mm:referrer_reward | {{ event['mm:referrer_reward'] }} | The reward the referrer will receive, representing all reward types combined | 20% |
| mm:reward:type | {{ event['mm:reward:type'] }} | The type of reward being offered (percent, amount, or free gift) | percent |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | A customer-friendly call-to-action — can be used in emails | Get £10 off |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-facing offer description from the referral registration page | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_type | {{ event['mm:offer_type'] }} | The type of offer. E.g., referral or incentive | referral |
| mm:referee_reward | {{ event['mm:referee_reward'] }} | The reward the referee will get, combining all reward types | 20% |
| mm:dashboard_link | {{ event['mm:dashboard_link'] }} | The link referrers can use to view their referral performance | https://demo.mention-me.com/d/2252151/58fde3c1... |
| mm:share_link | {{ event['mm:share_link'] }} | Referral link to share with friends | https://demo.mention-me.com/m/ol/mr4lk-alicia-winder |
| mm:segment | {{ event['mm:segment'] }} | If a segment was passed using Mention Me tags, it will appear here | VIP |
Registered as a referee (Mention Me)
Each time a customer registers as a referee on the Mention Me platform, a registration event will be triggered and the associated data will be sent to Ometria.
All the different attributes associated with the referee registration are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:campaign_id | {{ event['mm:campaign_id'] }} | A unique identifier of the Mention Me campaign that the referee has been given a reward for. | 33463 |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | The short name of the campaign that the referee has been given a reward for Note: This should not be used in customer-facing emails. |
Referral Landing Page |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Experiment name - non-customer-facing identifier, used for internal segmentation or filtering | New Imagery March 2021 |
| mm:offer_id | {{ event['mm:offer_id'] }} | The unique ID of the offer the referee was enrolled in | 115912 |
| mm:locale | {{ event['mm:locale'] }} | The website locale from where the registration occurred | en_GB |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Offer name - internal only and should not be exposed in customer-facing emails | Variation 1 |
| mm:reward:amount | {{ event['mm:reward:amount'] }} | The reward amount being offered | 20 |
| mm:referee_reward | {{ event['mm:referee_reward'] }} | The reward that the referee will receive — includes all reward types offered | 20% |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | A summary of what the offer is | Referrer gets £10 off. Referee gets 15% off |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-facing description shown on the referee offer page. Suitable for email usage. | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-friendly call to action. Use in email buttons or links to drive action. | Get £10 off |
| mm:offer_type | {{ event['mm:offer_type'] }} | Type of offer: could be "referral" or "incentive" | referral |
| mm:fufilled_by | {{ event['mm:fufilled_by'] }} | The mechanism by which the reward is issued (e.g., coupon, voucher, API) | coupon |
| mm:reward:type | {{ event['mm:reward:type'] }} | Type of reward issued (e.g., percent, amount, free gift) | percent |
| mm:referrer_reward | {{ event['mm:referrer_reward'] }} | The reward that the referrer will be receiving — includes all combined reward types | 20% |
| mm:share_source | {{ event['mm:share_source'] }} | The share method by which the referee was introduced to your brand |
Obtained a reward as a referee (Mention Me)
Each time a referee obtains a reward for being a referrer's friend on the Mention Me platform, a referee fulfilment event will be triggered, and the associated data will be sent to Ometria.
All the different attributes associated with the referee fulfilment are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:call_to_action_url | {{ event['mm:call_to_action_url'] }} | URL where the referee can spend their reward. Useful in emails. | http://www.mention-me.com |
| mm:reward:amount | {{ event['mm:reward:amount'] }} | Amount of reward the referee received | 20 |
| mm:reward:type | {{ event['mm:reward:type'] }} | Type of reward (e.g., Percent or Amount) | Percent |
| mm:coupon | {{ event['mm:coupon'] }} | Coupon code issued to the referee. Can be used in reminder emails. | DEMO-58983 |
| mm:coupon_link | {{ event['mm:coupon_link'] }} | Link to retrieve coupon via third-party service | http://spend.reward.com/85544-456544-65455-555 |
| mm:coupon_expiry | {{ event['mm:coupon_expiry'] }} | Expiry date of the issued coupon | 2020-07-30T18:26:07+01:00 |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Short name for internal use, not for customer-facing emails | Referral Landing Page |
| mm:offer_id | {{ event['mm:offer_id'] }} | Unique ID of the Mention Me offer associated with the reward | 115912 |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Summary of the offer — not meant for customer-facing use | Referrer gets £10 off. Referee gets 15% off |
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique campaign ID that provided the reward | 33463 |
| mm:referred_by_firstname | {{ event['mm:referred_by_firstname'] }} | First name of the referrer. Useful for personalisation. | Jonathan |
| mm:referred_by_customer_id | {{ event['mm:referred_by_customer_id'] }} | Customer ID of the referrer in your system | CI5990618295 |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Internal offer name — not for customer use | Variation 1 |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Internal experiment name. Use for segmentation, not email display. | New Imagery March 2021 |
| mm:locale | {{ event['mm:locale'] }} | Locale where the reward was issued from | en_GB |
| mm:referee_reward | {{ event['mm:referee_reward'] }} | The applied reward (aggregated) that the referee received | 20% |
| mm:referred_by_lastname | {{ event['mm:referred_by_lastname'] }} | Last name of the referrer. Useful for personalisation. | Smith |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-visible description of the referral offer | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-visible CTA from the referral offer | Get £10 off |
| mm:offer_type | {{ event['mm:offer_type'] }} | Type of offer (e.g., referral, incentive) | referral |
| mm:fufilled_by | {{ event['mm:fufilled_by'] }} | Method by which the reward was fulfilled | coupon |
| mm:referrer_reward | {{ event['mm:referrer_reward'] }} | The combined reward the referrer receives | 20% |
| mm:currency | {{ event['mm:currency'] }} | The relevant currency symbol (if the reward is a fixed amount) | £ |
Obtained a reward for referring a friend (Mention Me)
Each time a referrer obtains a reward for referring a friend to your brand, a referrer fulfilment event will be triggered and the associated data will be sent to Ometria.
All the different attributes associated with the referrer fulfilment are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:call_to_action_url | {{ event['mm:call_to_action_url'] }} | URL where the referrer can use their reward. Ideal for CTA links in email templates. | http://www.mention-me.com |
| mm:reward:amount | {{ event['mm:reward:amount'] }} | Amount of reward given to the referrer | 20 |
| mm:reward:type | {{ event['mm:reward:type'] }} | Type of reward (e.g., Percent or Amount) | Percent |
| mm:coupon | {{ event['mm:coupon'] }} | Coupon code for the referrer’s reward | DEMO-58983 |
| mm:coupon_link | {{ event['mm:coupon_link'] }} | Link to access the coupon via a third-party site | http://spend.reward.com/85544-456544-65455-555 |
| mm:coupon_expiry | {{ event['mm:coupon_expiry'] }} | Coupon expiration timestamp | 2020-07-30T18:26:07+01:00 |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Internal campaign name. Not for display in marketing emails. | Referral Landing Page |
| mm:offer_id | {{ event['mm:offer_id'] }} | Mentions Me unique offer ID | 115912 |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Short offer summary. Not intended for email display. | Referrer gets £10 off. Referee gets 15% off |
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique campaign ID tied to referrer's reward | 33463 |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Internal short name for the offer | Variation 1 |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Internal experiment name. Not recommended for customer communication. | New Imagery March 2021 |
| mm:locale | {{ event['mm:locale'] }} | Locale where the reward was granted | en_GB |
| mm:referrer_reward | {{ event['mm:referrer_reward'] }} | Total reward earned by referrer (can be combined type) | 20% |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-friendly description of offer — excellent for email inclusion | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Call-to-action text for marketing emails | Get £10 off |
| mm:offer_type | {{ event['mm:offer_type'] }} | Type of offer (e.g., referral, incentive) | referral |
| mm:fufilled_by | {{ event['mm:fufilled_by'] }} | How the referrer’s reward was fulfilled (e.g., coupon) | coupon |
| mm:referee_reward | {{ event['mm:referee_reward'] }} | Reward the referee received in this referral | 20% |
| mm:currency | {{ event['mm:currency'] }} | Currency symbol to display with reward amounts when applicable | £ |
| mm:referee_first_name | {{ event['mm:referee_first_name'] }} | First name of the referee (use for personalised messaging) | Jonathan |
| mm:referee_last_name | {{ event['mm:referee_last_name'] }} | Last name of the referee | Jones |
Submitted NPS Score (Mention Me)
Each time a customer submits an NPS Score via the Mention Me NPS feature, their response will be sent to Ometria. All the different attributes associated with the NPS Score are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Campaign name — not for customer-facing emails. Use for segmentation and targeting. | Referral Landing Page |
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique ID of the campaign shown with the NPS input | 33463 |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Internal experiment identifier — not customer-friendly. | New Imagery March 2021 |
| mm:locale | {{ event['mm:locale'] }} | Website locale where the NPS score was submitted | en_GB |
| mm:nps_score | {{ event['mm:nps_score'] }} | Value submitted by the customer for NPS | 8 |
| mm:offer_id | {{ event['mm:offer_id'] }} | ID of the offer shown alongside the NPS form | 115912 |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Internal offer name — not customer-facing | Variation 1 |
| mm:segment | {{ event['mm:segment'] }} | Segment value passed via Mention Me tags (if any) | VIP |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-friendly call-to-action text — suitable for email inclusion | Get £10 off |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Email-visible description of the offer shown on the NPS page | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Internal summary of the offer | Referrer gets £10 off. Referee gets 15% off |
| mm:offer_type | {{ event['mm:offer_type'] }} | Type of offer issued — e.g. nps-only | nps-only |
Obtained a Reward for the next order (Mention Me)
Each time a customer obtains a reward from a non-referral post-purchase message via the Mention Me platform, a discount on the next order fulfilment event will be triggered, and the associated data will be sent to Ometria.
All the different attributes associated with the discount on the next order reward event are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:coupon | {{ event['mm:coupon'] }} | The coupon code issued to the customer for their next purchase | DEMO-58983 |
| mm:coupon_expiry | {{ event['mm:coupon_expiry'] }} | Expiration date of the coupon | 2020-07-30T18:26:07+01:00 |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Internal campaign name — not for customer-facing use | Referral Landing Page |
| mm:offer_id | {{ event['mm:offer_id'] }} | Unique ID of the associated offer | 115912 |
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique ID of the campaign associated with the reward | 33463 |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Experiment name — for internal use only | New Imagery March 2021 |
| mm:locale | {{ event['mm:locale'] }} | Website locale where the reward was issued | en_GB |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Short name of the offer — not for customer output | Variation 1 |
| mm:incentive_reward | {{ event['mm:incentive_reward'] }} | Reward the customer receives — includes multiple reward types | 20% |
| mm:call_to_action_url | {{ event['mm:call_to_action_url'] }} | URL where the customer can redeem the reward | http://www.mention-me.com |
| mm:reward:amount | {{ event['mm:reward:amount'] }} | Numerical value of the reward | 20 |
| mm:reward:type | {{ event['mm:reward:type'] }} | Type of reward issued (e.g., percent, fixed amount, free gift) | percent |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Short internal summary of the offer | Referrer gets £10 off. Referee gets 15% off |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-facing description of the incentive offer | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-visible call-to-action prompt | Get £10 off |
| mm:offer_type | {{ event['mm:offer_type'] }} | Type of offer: e.g., referral or incentive | referral |
| mm:fufilled_by | {{ event['mm:fufilled_by'] }} | Mechanism used to fulfil the reward (e.g., coupon) | coupon |
| mm:currency | {{ event['mm:currency'] }} | Currency symbol for applicable monetary rewards | £ |
Propensity to Refer (Mention Me)
Each time a customer's propensity to refer is calculated, its propensity value will be sent to Ometria.
This is only sent if you are running a Mention Me Smart Experiment.
All the different attributes associated with the Propensity to Refer are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique ID of the Mention Me campaign with calculated propensity | 33463 |
| mm:locale | {{ event['mm:locale'] }} | Website locale where the calculation occurred | en_GB |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Internal campaign offer name — not for customer-facing emails | Variation 1 |
| mm:propensity_to_refer | {{ event['mm:propensity_to_refer'] }} | The calculated propensity segment. Sent only if running a Smart Experiment. | High |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Internal campaign short name | Referral Landing Page |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Experiment identifier — internal use only | New Imagery March 2021 |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-friendly CTA — suitable for emails | Get £10 off |
| mm:offer_id | {{ event['mm:offer_id'] }} | ID of the offer associated with the calculated propensity | 115912 |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Customer-visible description of the offer | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Internal offer summary text | Referrer gets £10 off. Referee gets 15% off |
Opted in to Marketing Consent (Mention Me)
An event to identify the source of the opt-in sourced from Mention Me. When a referee has requested to receive your newsletter at signup or if an existing customer has signed up to receive your newsletter post-purchase, an event will be sent to Ometria.
All the different attributes associated with the opted-in to marketing consent event are shown below:
| Field name | Ometria Merge Tag | Description | Example |
|---|---|---|---|
| mm:campaign_id | {{ event['mm:campaign_id'] }} | Unique ID of the Mention Me campaign that the opt-in originated from | 33463 |
| mm:locale | {{ event['mm:locale'] }} | Website locale where the opt-in was submitted | en_GB |
| mm:offer_id | {{ event['mm:offer_id'] }} | ID of the offer associated with the consent | 115912 |
| mm:consent_source | {{ event['mm:consent_source'] }} | The source: either "newsletter-signup" or "referee-registration" | newsletter-signup |
| mm:campaign_short_name | {{ event['mm:campaign_short_name'] }} | Internal campaign name — not customer-facing | Referral Landing Page |
| mm:experiment_name | {{ event['mm:experiment_name'] }} | Experiment identifier — use for internal targeting | New Imagery March 2021 |
| mm:offer_cta_copy | {{ event['mm:offer_cta_copy'] }} | Customer-visible call-to-action from the offer | Get £10 off |
| mm:offer_short_name | {{ event['mm:offer_short_name'] }} | Internal offer name — not for email display | Variation 1 |
| mm:offer_subject_copy | {{ event['mm:offer_subject_copy'] }} | Public-facing description of the offer associated with the signup | Treat a friend to 15% off and get £10 off for yourself |
| mm:offer_summary | {{ event['mm:offer_summary'] }} | Internal summary of what the offer includes | Referrer gets £10 off. Referee gets 15% off |