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Marketo alone can't build an Abandoned Cart program.
The cart platform, such as Shopify, can fire Abandoned Cart events into Marketo (preferably using the Forms API) to update fields on the lead, which in turn can be used to trigger emails.
thank you for your reply.
Since Marketo’s Munchkin tracks all individuals who visit a website to allow to react to their visits with automated marketing campaigns, why is not possible to use munchkin tracking to build an abandoned cart program? Is there a technical limitation or anything else? Which type of information doesn’t Munchkin track? Or why it can’t be used to track the visitor actions during the cart flow?
Thank you for your help and
Since Marketo’s Munchkin tracks all individuals who visit a website to allow to react to their visits with automated marketing campaigns, why is not possible to use munchkin tracking to build an abandoned cart program?
Because you're not looking at the full picture of how cart abandonment works.
An abandoned cart is a cart that was ready to check out before the end user navigated away and/or closed down their browser. And with more sophisticated abandoned cart APIs, the cart is not considered abandoned unless an additional period of time has gone by, i.e. Amazon doesn't send me a reminder if I close my browser but check out an hour later from my phone.
Munchkin logs events that did happen, not events that didn't happen (a form of the Dead Man's Switch problem).
If you have a skilled developer, you can try to fire special Munchkin API events in conjunction with a Shopping Cart API to cobble together a "lite" abandoned cart concept, that's not using Marketo alone to do it, nor will it have the accuracy that server-side detection will have (it cannot defer events once the browser has been closed).