digital velocity london 2017: combining audiencestream attributes


Mark ReddinSolutions Engineer, Tealium EMEA

Combining

AudienceStream

AttributesSolve your segmentation

logic challenges


Purpose of Session● More advanced ways to use AS attributes together

● Lateral thinking around ways to use them

● A diagram to help evaluate ways to use them

● Most things are possible in AS given some thought


Recency Badge

The user is still “warm” from having achieved a target, or from

having reached a certain stage of a process.

Brief : On tagthis.co, give the user a badge if they have seen the

cart page in the last one minute

How can we do this in AS?


Recency Badge - One Solution

● Date captured when cart page is seen

● Badge assigned if this is less than 1 minutes ago

● Badge removed if this is greater than 1 minutes ago


Recency Value

More granular personalisation of the badge approach.

Brief : On tagthis.co, calculate how many minutes it has been since

the user saw the cart page.



Recency Value - One Solution

● Date captured when cart page is seen (as before)

● Date, always set to “now” on any event

● Number, set to difference between “Now” date and Last Cart

Date, in minutes


A useful diagram

How can we remember all the ways attributes can be used

together?

Here is a diagram that shows the ways they can be used;

https://solutions.tealium.net/hosted/mreddin/AS_attribute_diagram.png


https://solutions.tealium.net/hosted/mreddin/AS_attribute_diagram.png


Offer window

An offer where after a purchase, the user can make discounted

purchases for 5 days, but these discounted purchases do not count

towards extending the 5 days.


Offer window

We will use 1 minute to see it more clearly for testing purposes, but

the principle is the same. The brief;

● Give a visitor a badge when they order.

● Remove 1 minute later

● If they order during the 1 minute, ignore

● If they order again after the 1 minute, start a new window



Offer Window - One Solution

● Date “Start of current 1 minute window”

● Capture current date when event happens, as long as date is

not already assigned

● Remove date when the date is more than 1 minute ago

● The badge is then simply assigned when the date is assigned,

and removed when the date is not assigned


Things to know about

● AS is a fantastically flexible platform

● Tips when designing segmentation logic, to help you choose

the approach;


Individual Attribute Enrichment Order

Today, the enrichment order for a single attribute where you have

multiple enrichments is undefined;


Intention is to calculate how

“complete” a user profile is by

working out how many out of 4

possible values a user has

disclosed.

However, the “set to zero”

enrichment may not run before

the rest of them

It may run at any point


The Previous Value

If an attribute has changed in AudienceStream, you do not have access to

its previous value, however

● Boolean

● Date

● Number

● String

have “Has Changed”.

In addition, Date and Number allow you to look at the change from the

previous value.


Order ID Deduplication

The brief;

Take action (e.g. fire connector) when the visitor makes a brand

new order, but the data layer does not tell us if this is a view of an

old order, or a new order confirmation.

This needs to work across devices where the user has logged in,

so TiQ and JavaScript cannot solve this alone

How to solve this in AS?


Order ID Deduplicate - One Solution

● Store order IDs in a Set of String when it is the order conf

page. This “distinctifies” the Order IDs. AS will do nothing with

an Order ID that is already in the Set of Strings.

● Create a number that is number of items in the Set of Strings

● Create another number that is the change in Number above

● The Audience is when the Change Number is not zero and the

connector fires when joined audience


Engagement Change

The brief;

Target people differently depending on whether their engagement

is increasing or decreasing over time.

We would like to know if the visitor’s number of views of product

details pages over the most recent 7 days is higher, lower, or about

the same as the previous 7 days

How to solve this in AS?


Engagement Change - One Solution

● A timeline. Store an entry in the timeline on every page view of a

product details page

● A visitor number that is the number of entries in that timeline over the

past 14 days

● A visitor number that is the number of entries in that timeline over the

past 7 days

● A visitor number that is the number of entries in the timeline over the

previous 7 days to the last 7 days. We can calculate this by

subtracting the number for the last 7 from the number for the last 14.


Engagement Change - One Solution

● A visitor number based on the ratio of last 7 to previous 7

● The date the user first saw a product details page (set the date once

and then don’t set it again)

● A badge for engagement rising or static if the ratio is >= 0.9 AND if

the user first saw the product details page 14 or more days ago

● A badge for falling if the ratio < 0.9 AND if the user first saw the

product details page 14 or more days ago


Scoring Model

The brief;

Choose between two segment based on a real-time scoring model of how

well a visitor fits them across various criteria;

A Window Shopper, who is unlikely to buy

A Shopper who is likely to have Intent to buy


Scoring ModelCriterion Shopper Intent

Number of distinct products viewed this visit 3 or more, +2.5 1 or 2 but < 3, +2.0

Saw the cart page in the past 1 minute No, +1.0 Yes, +1.0

Time spent on product details pages this visit More than 0 but < 1 minute, +1.0 >= 1 minute, +1.0

Has made an order ever Irrelevant Yes, +2.0

Maximum 4.5 6

Threshold 1.5 2


Scoring Model - One Solution

...


Questions?


Helpful Tips...

● iQ processing

● Using Trace to test repeat visits

● Test a little at a time

● Mimic iQ’s Dev/QA


Helpful Tips… Naming Conventions

I find it useful to name AS attributes like this. It makes it easier to find and

select them.

The first part is the scope - vr = Visitor, vt = Visit

The second part is the attribute type : Bdg, Num, Str, Bln, Dt, Tly, SS, Fnl,

Tml

The rest of the name is a succinct description.

E.g. vrBlnHasMadeOrder


Questions?


Time looking at specific page(s)

The brief;

How much time in this visit has the user spent looking at product

detail pages


Time looking at specific page(s)

N L T L N L L N T L T T N

T L T L N L L N T L T T

N L T L N L L N T L T N N

T L T L N L L N T L T T L

● N = A page view,

but not one of

interest

● L = A link event on

a page

● T = A page view of

interest


Time looking at pages - One Solution

If This Event…

● Is the start of a product view section - do nothing

● Is outside a product view section - do nothing

● Is inside a product view section - increment timer

● Is at the end of a product view section - increment timer


Questions?


Set Up Training Tools


dv.tealiumuniversity.com


TagThis.co

Server: Tealium University

Account: dvlon

Profile: XXXX

E-mail: _________

Environment: Prod


tmu-my.tealiumiq.com

[email protected]

dvXXX

Tealium Learning Community


✓ Can you access dv.tealiumuniversity.com?

✓ Is your TagThis.co website configured to your training

profile?

✓ Can you log in to TealiumiQ Training Server with your

training credentials?

✓ Can you access the Tealium Learning Community

(TLC)?

Health Check


Thank youMark Reddin, Solutions Engineer

digital velocity london 2017: combining audiencestream attributes

Data & Analytics