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Engagement Attributes Overview Document Version: 1.6 July 2017

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ENGAGEMENT ATTRIBUTES OVERVIEW

Contents Introduction ......................................................................................................................................... 3

Important notes ................................................................................................................................... 3

Uses of Engagement Attributes in LiveEngage .................................................................................... 3

Types of Engagement Attributes ......................................................................................................... 4

eCommerce info ............................................................................................................................... 5

Cart update .................................................................................................................................. 5

Transaction ................................................................................................................................... 6

Viewed product ............................................................................................................................ 8

Visitor info ........................................................................................................................................ 8

Customer info ............................................................................................................................... 8

Marketing source ....................................................................................................................... 10

Personal info .............................................................................................................................. 11

Visitor Journey ............................................................................................................................... 13

Lead ............................................................................................................................................ 13

Service activity ........................................................................................................................... 14

Visitor error ................................................................................................................................ 15

Searched content ....................................................................................................................... 16

Section ........................................................................................................................................ 16

Setting up Engagement Attributes ..................................................................................................... 17

Extracting from the page using LivePerson’s scraping tool ........................................................... 17

JavaScript code ............................................................................................................................... 18

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Introduction LiveEngage provides out-of-the-box basic information about your visitors, for example, the visitor’s geolocation, the amount of time they spent on a page, and which pages they viewed. In order to collect more in-depth, specific information such as product viewed, purchase information, errors the visitor encountered, and search results, you can send this information to LiveEngage by using Engagement Attributes. Information collected using Engagement Attributes can be used to achieve the following:

• Create specific and advanced targeting of visitors. • Empower agents with relevant information during conversations with consumers. • Receive a comprehensive view of visitor Engagement History. • Measure and track campaign goals.

Important notes 1. In order for targeting rules (related to target audience or visitor behavior) to be

validated, each Engagement Attribute MUST be implemented on the visitor's page. 2. For example, a brand wants to exclude all consumers who have received a specific

error code on their site from receiving an engagement. In order for the targeting rule to be checked by LiveEngage, an engagement attribute must be sent both if the error code was received and also if it was not received, so that LiveEngage can determine which consumers to display the engagement to.

Uses of Engagement Attributes in LiveEngage Described below are some of the uses of Engagement Attributes in LiveEngage.

• Create more specific visitor targeting: Segment your visitors according to their properties, behavior, and journey on your website, and provide a tailored experience for each segment. For example, provide assistance to visitors who struggle to log in, or offer insurance to a client that is renting a car.

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• Conversion / Goal tracking: Measure your campaign performance against your

business objectives, whether it’s ROI or service quality. For example, use hotel booking value to track your promotional campaign conversions, or use loan application completion as a goal reached indication.

• Tools for agents: Provide agents with real-time information about the visitor in order to

improve their efficiency and service quality. For example, provide agents with an order ID for when visitors inquire about the terms and conditions of their order, or provide agents with customer information during a conversation with a registered visitor.

• Engagement History: Receive a comprehensive view of the visitor journey, behavior and attributes, as part of the Engagement History in order to better track agent performance and take corrective action should the need arise.

• Authentication Service (OAuth 2.0): Authenticated Customer Information enables visitors that have logged into a brand’s website and initiated a chat to show up as being authenticated. The Agent Workspace then displays, in real-time, the correct and verified PII (Personally Identifiable Information) of the authenticated visitor.

Types of Engagement Attributes There are 10 supported Engagement Attributes, organized into 3 categories:

• eCommerce info • Visitor info • Visitor Journey

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Each Engagement Attribute has its own data structure and can be sent to LivePerson using JavaScript code, or extracted from your page using LivePerson’s scraping tool. Code example:

lpTag.sdes = lpTag.sdes||[]; lpTag.sdes.push( // SDEs located here );

eCommerce info eCommerce info Engagement Attributes allow you to track eCommerce-related activities on your website. Cart update This Engagement Attribute is used to get the status of the visitor’s shopping cart. The cart status includes the product items within the cart and its total monetary value. The cart value and/or the products in the cart can be used to target visitors. For example, you can target low value shoppers and encourage them to buy more in order to get your free shipping coupon. You can also offer complementary products in addition to products in the cart. Data structure:

Name Description Type Value/Example Mandatory

type The event name ("cart") string "cart" true

total Total cart value double 11.7 true

currency Currency of the total cart value

string USD false

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numItems Number of items in cart integer 6 true

products Array of items in cart array of Products objects

[ { "product": {...}, "quantity": 2 } , { "product": {...}, "quantity": 1 } ]

false

Products Object:


product Product details Product object

{ "name": "prod1", "category": "cat_1", "sku": "sku", "price": 7.8 }

false

quantity Number of items of this product in cart

integer 1 false

Product Object:


name Product name string "prod1" false

category Product category name string "category1" false

sku Product SKU or unique identifier string "dep1" false

price Product price double 7.8 false

Cart update SDE JSON example:

{ "type": "cart", //MANDATORY "total": 11.7, //TOTAL CART VALUE

"currency": "USD", //CURRENCY CODE "numItems": 6, //NUMBER OF ITEMS IN CART "products": [{ //ARRAY OF PRODUCTS "product": { "name": "prod1", //PRODUCT NAME "category": "category", //PRODUCT CATEGORY NAME "sku": "sku", //PRODUCT SKU OR UNIQUE IDENTIFIER "price": 7.8 //PRODUCT PRICE }, "quantity": 1 //NUMBER OF PRODUCTS }] }

Transaction This Engagement Attribute is used to track any money transaction, purchase of items, or deposit, including the items themselves and their details.

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The total transaction value can be used to track conversions. It is also displayed in your revenue reports as a means of measuring the monetary value of your campaigns. Data structure:


type The event name ("purchase") string "purchase" true

total Total transaction value double 11.7 false

currency Currency of the total transaction value

string USD false

orderId Unique order or receipt ID string "orderId123" false

cart Cart details Cart object { "numItems": 6, "products": [ {... }, {...}] }

false

Cart object:


Products Array of Items in cart array of Products objects


false

numItems Number of items in cart integer 6 false

Transaction SDE JSON example:

{ "type": "purchase", //MANDATORY "total": 11.7, //TOTAL VALUE OF THE TRANSACTION AFTER DISCOUNT "currency": "USD", //CURRENCY CODE "orderId": "DRV1534XC", //UNIQUE ORDER ID OR RECEIPT ID "cart":{ "products": [{ "product": { "name": "antivirus pro plan", //PRODUCT NAME "category": "software", //PRODUCT CATEGORY NAME "sku": "xyz001", //PRODUCT SKU OR UNIQUE IDENTIFIER "price": 7.8 //SINGLE PRODUCT PRICE }, "quantity": 3 //QUANTITY OF THIS PRODUCT }] } }

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Viewed product This Engagement Attribute is used to track a product or service that interests visitors. Each product is described by Name, Category, and SKU. This information can be used to target visitors. For example, you can offer products to visitors which are in the same category or price range as the products they previously viewed. Data structure:


type The event name ("prodView") string "prodView" true

currency Currency of the viewed products string USD false

products Array of Items in cart array of Products objects


false

Viewed Product SDE JSON example:

{ "type": "prodView", //MANDATORY "currency": "USD", //CURRENCY CODE "products": [{ //ARRAY OF PRODUCTS "product": { "name": "red high heel shoe", //PRODUCT NAME "category": "women shoes", //PRODUCT CATEGORY NAME "sku": "xyz567", //PRODUCT SKU OR UNIQUE IDENTIFIER "price": 77.8 //SINGLE PRODUCT PRICE } }] }

Visitor info Visitor Info Engagement Attributes allow you to collect more information about your visitors, including where they came from, and the affiliates they are associated with.

Customer info This Engagement Attribute is used to collect information about a registered visitor such as the customer type (for example, VIP or Platinum), and their unique identifier. This information can be used to segment visitors and tailor an experience based on their attributes (customer type, status, and balance). For example, you can invite your most valuable customers to chat with your relevant agents, while offering self-service content to low-tier customers. Data structure:


type The event name ("ctmrinfo")

string "ctmrinfo" true

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ctype Customer type/tier (case insensitive)

string "Gold" false

cstatus Customer status (case insensitive)

string "migrated" false

balance Customer’s financial balance

double 2.6 false

currency Currency of the customer's financial balance

string USD false

customerId Customer’s unique identifier

string "1234abc" false

socialId Social Media identifier (e.g., Facebook, Twitter). This parameter represents your internal identifier.

string "11256324780" false

imei Unique device/phone identifier

string "3543546543545688" false

userName Customer’s user name string "user000" false

companySize Number of company employees

int 500 false

companyBranch Company branch string "East village" false

accountName Customer’s company name

string "oxford insurance company"

false

role Customer's title string "marketing manager" false

lastPaymentDate Last payment date. This parameter consists of 3 integer fields: year, month, day.

date object { "day": 15, "month": 10, "year": 2014 }

false

registrationDate Registration date. This parameter consists of 3 integer fields: year, month, day.

date object { "day": 23, "month": 5, "year": 2013 }

false

loginStatus Login status integer false

storeZipCode A store ZIP code the customer is associated with. The ZIP code is mapped to multiple stores in the same geographic area.

string "12205" false

storeNumber A specific store number the customer is associated with.

string "1241" false

Customer Info SDE JSON example:

{ "type": "ctmrinfo", //MANDATORY "info": {

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"cstatus": "cancelled", //CUSTOMER LIFECYCLE STATUS. FROM PRE-DEFINED LIST "ctype": "vip", //CUSTOMER TYPE OR TIER. FROM PRE-DEFINED LIST "customerId": "138766AC", //UNIQUE CUSTOMER IDENTIFIER "balance": -400.99, //THE CUSTOMER FINANCIAL BALANCE IN DECIMAL VALUE "currency": "USD", //CURRENCY CODE "socialId": "11256324780", //SOCIAL ID OF YOUR CHOICE: FACEBOOK, TWITTER ETC... "imei": "3543546543545688", //UNIQUE DEVICE OR PHONE IDENTIFIER "userName": "user000", //CONSUMER NICKNAME OR USERNAME "companySize": 500, //COMPANY SIZE MEASURED BY NUMBER OF EMPLOYEES "accountName": "bank corp", //THE CUSTOMER'S COMPANY NAME "role": "broker", //CONSUMER ROLE TITLE "lastPaymentDate": { "day": 15, //THE DAY OF THE LAST PAYMENT NUMERIC VALUE "month": 10, //THE MONTH OF THE LAST PAYMENT NUMERIC VALUE "year": 2014 //THE YEAR OF THE LAST PAYMENT NUMERIC VALUE }, "registrationDate": { "day": 23, //THE DAY OF THE REGISTRATION NUMERIC VALUE "month": 5, //THE MONTH OF THE REGISTRATION NUMERIC VALUE "year": 2013 //THE YEAR OF THE REGISTRATION NUMERIC VALUE }, "storeNumber": "123865", //STORE NUMBER "storeZipCode": "20505" //STORE ZIP CODE } }

Marketing source This Engagement Attribute is used to obtain more information about the marketing source of your visitors, which channel or campaign drove visitors to your website, and with which affiliates they are associated. This information can be used to segment visitors and tailor an experience based on the traffic source (originating channel, campaign or affiliate). For example, you can display a specific offer to visitors that arrived to the website through a specific affiliate, or route a visitor to a relevant agent based on the originating channel. Data structure:


type The event name ("mrktInfo")

string "mrktInfo" true

info Marketing source information

Info object

{ "channel": "1", "Affiliate": "Yahoo", "campaignId": "US coupon campaign" }

false

Info object:


channel Originating marketing channel

integer 0-Direct, 1-Search, 2-Social, 3-Email, 4-Referral,

false

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5-Paid Search, 6-Display

affiliate Affiliate name string "Yahoo" false

campaignId Campaign ID string "camp12" false

Marketing Source SDE JSON example:

{ "type": "mrktInfo", //MANDATORY "info": { "channel": "1", //ORIGINATING CHANNEL ENUM: "affiliate": "Yahoo", //AFFILIATE NAME "campaignId": "US coupon campaign" //EXTERNAL ORIGINATING CAMPAIGN } }

Personal info This Engagement Attribute is used to collect personal information about your visitors. You can pass login information from cookies, or from questions you ask them in your forms.

This information can be used to segment visitors and tailor an experience based on their attributes (age and gender). For example, you can exclude visitors that are too young for your service/product, or display different wording or offers based on the visitor’s gender. Data structure:


type The event name ("personal")

string "personal" true

firstname Visitor’s first name string "John" false

lastname Visitor’s surname string "Doe" false

age Visitor’s age Age object { "age": 34, "year": 1980, "month": 4, "day": 15 }

false

contacts Visitor’s contact info array of Contact object

[{ "email":"[email protected]", "phone": "+1 212-788-8877" }]

false

gender Visitor’s gender integer 0-MALE, 1- FEMALE, 2-OTHER

false

company Visitor's company string "Microsoft Ltd." false

language Visitor's language. The value is an ISO 639-1 Alpha-2 [ISO639‑1] language code in lowercase and an ISO

string “en-US” false

mailto:[email protected]

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3166-1 Alpha-2 [ISO3166‑1] country code in uppercase, separated by a dash or underscore (for compatibility). For example, en-US or fr-CA.

Age object:


age Visitor’s age Note: If this parameter is not provided, the age is calculated using year, month, day.

integer 47 false

year Visitor’s year of birth Note: This parameter is mandatory if the visitor’s age needs to be calculated.

integer 1969 false

month Visitor’s month of birth integer 2 false

day Visitor’s day of birth integer 12 false

Contact object:


email Visitor’s email address string "[email protected]" false

phone Visitor’s phone number string "5558982312" false

phoneType Phone type integer “HOME”, “MOBILE”, “WORK”, “FAX”, “MAIN”, “HOME_FAX”, “WORK_FAX”, “PAGER”, “OTHER”

false

address Visitor’s personal addresses

Address object { "country": STRING (, "region": STRING } ]

false

Address object:

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county Visitor’s county string The value is 2 letter code in uppercase ISO3166-1 Alpha-2

"US" false

region Visitor’s region string "North America" false

Personal Info SDE JSON example:

{ "type": "personal", //MANDATORY "personal": { "firstname": "John", // FIRST NAME "lastname": "Doe", // SURNAME "age": { "age": 34, // AGE AS INTEGER "year": 1980, // BIRTH YEAR "month": 4, // BIRTH MONTH "day": 15 // BIRTH DAY }, "contacts": [{ "email": "[email protected]", // EMAIL "phone": "+1 212-788-8877" // PHONE NUMBER }], "gender": "MALE", // MALE, FEMALE, OTHER "language": "en-US", // LANGUAGE "company": "company" // VISITOR COMPANY NAME } }

Visitor Journey Visitor Journey Engagement Attributes allow you to collect information about key actions that visitors take along their journey, and customize their experience accordingly. This includes the leads they generated, errors they experienced, and more. Lead This Engagement Attribute is used to track lead information that can help you identify what your visitors are interested in, and where they are in your funnel. This information can be used to track conversions. The lead value will also appear in your revenue reports as a means to measure the monetary value of your campaigns. A session can have more than a single lead in it, and can be connected to a single ticket ID or multiple tickets. Data structure:


type The event name ("lead") string "lead" true

lead Lead details Lead object

{ "topic": "luxury car", "value": 22.22,

false

https://www.iso.org/obp/ui/#search/code/

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"leadId": "xyz123" }

Lead object:


topic Lead’s name/topic string "topic1" false

value Lead’s value double 99.99 false

currency Currency of the lead value string USD false

leadId Lead’s identifier / ticket id string "Id12" false

Lead SDE JSON example:

{ "type": "lead", //MANDATORY "lead": { "topic": "luxury car test drive 2015", //TOPIC OR NAME OF A SUBMITTED LEAD "value": 22.22, //EVALUATED VALUE OF THE LEAD "currency": "USD", //CURRENCY CODE "leadId": "xyz123" //LEAD IDENTIFIER OR TICKET ID } }

Service activity This Engagement Attribute is used to measure service activities, for example, ordering a checkbook, submitting an application, or requesting a mortgage. This information can be used to track conversions, for example, a visitor that completed a loan application. It can additionally be used to follow up with visitors, for example, engaging with a visitor whose application has been cancelled. A session can have more than one service activity in it.

Data structure:


type The event name ("service") string "service" true

service Service details Service object

{ "topic": "order", "status": 0, "category": "finance", "serviceId": "service12" }

false

Service object:


topic Service topic or name string "order checkbook" false

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status Status integer 0-Complete, 1-In Progress, 2- Approved, 3- cancelled, 4-Not Approved, 5-Reviewed, 6- Missing Details, 7- Closed, 8-Removed, 9-Assigned, 10-Waiting

false

category Category name string "Finance" false

serviceId Service unique identifier or ticket id

string "service17" false

Service Activity SDE JSON example:

{ "type": "service", //MANDATORY "service": { "topic": "order checkbook", // SERVICE ACTIVITY TOPIC OR NAME "status": 0, // STATUS ENUM "category": "finance", // SERVICE CATEGORY NAME "serviceId": "service12" // SERVICE UNIQUE IDENTIFIER OR TICKET ID } }

Visitor error This Engagement Attribute is used to collect information about errors that visitors experience when they browse the website and fill out forms. All errors are aggregated in a list during the session until resolved. This information can be used to offer help to visitors who are struggling to complete a specific action. Data structure:


type The event name ("error") string "error" true

error Error details Error object

{ "contextId": " application", "message": "Missing data", "code": "er100004" "level": 10, "resolved": false }

false

Error object:


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contextId Error context string "Credit card application"

false

message Error message string "Expiration date missing"

false

code Error code string "XV45EZT" false

level Error level long 10 false

resolved Resolution status Boolean false false

Visitor Error SDE JSON example:

{ "type": "error", //MANDATORY "error": { "contextId": "Credit card application", "message": "Expiration date missing", // ERROR MESSAGE "code": "er100004" // ERROR CODE "level": 10, "resolved": false } }

Searched content This Engagement Attribute is used to to report on content that was searched by consumers on the brand’s website such as FAQ and different articles or products. This information can be used to offer help to visitors based on their searches. Data structure:


type The event name ("searchInfo")

string "searchInfo" true

keywords Array of the search keywords

array ["Reset password"]

false

Searched content SDE JSON example:

{ "type": "searchInfo", //MANDATORY "keywords": ["Reset password"], //TERMS SEARCHED BY A VISITOR. FOR EXAMPLE: FAQ ABOUT RESET PASSWORD }

Section This Engagement Attribute is used to determine the appropriate Location for engaging with visitors, or to display where the visitors are browsing. Code example:

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lpTag.section = [ //SET A LIST OF YOUR SITE SECTIONS "electronics", //CAN BE A SECTION OR A SUB-SECTION "user agreement faqs" ];

Setting up Engagement Attributes Engagement Attributes configuration is located in the Data Sources page, accessed from the Campaigns footnote.

The data can be sent to LivePerson using one of the following methods:

• Extracting from the page using LivePerson’s scraping tool • JavaScript code

Extracting from the page using LivePerson’s scraping tool This option requires no code, and assumes the information exists on your webpage. To track Engagement Attributes, follow the steps described below.

1. Log into LiveEngage. At the top of the page, click Campaigns, and then, in the footnote, click Data Sources. The Data Sources page is displayed.

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2. Click Configuration next to the relevant Engagement Attributes category. The Configuration page is displayed for the relevant category.

3. For each property, select how to extract the information. The following options are available:

o HTML element by class name o HTML element by ID o JavaScript global variable

4. Click Save. Notes:

i. LiveEngage will “trim” any non-numeric characters such as dollar signs for properties that represent numbers, for example, “total”.

ii. Make sure that the identifier class name or ID is unique. LiveEngage will look for your identifier on all of your pages.

JavaScript code This option requires the use of JavaScript code. This method is required if the data you want to collect does not exist on the page. To track Engagement Attributes, follow the steps described below.

1. Insert the Engagement Attribute declaration in a script tag, either at the end of the LiveEngage tag script, or in a separate script tag just after.

2. Insert the push function below the declaration and add the type of Engagement Attribute, for example, “prodView”.

Notes: i. The push method expects a JSON format. ii. The JSON structure is unique to each Engagement Attribute. The appropriate format for

each Engagement Attribute can be found in Types of Engagement Attributes section below.

3. Validate the code by going to the visitor page and simulating the visitor actions that trigger an event.

Example for data that is sent when a visitor views “Asics Women's GT 2000 4”:

lpTag.sdes = lpTag.sdes||[]; lpTag.sdes.push( { "type": "prodView", //MANDATORY "products": [{ //ARRAY OF PRODUCTS "product": { "name": "Asics Women's GT 2000 4", //PRODUCT NAME "category": "Women running shoes", //PRODUCT CATEGORY NAME "sku": "10305020", //PRODUCT SKU OR UNIQUE IDENTIFIER "price": 119.95 //PRODUCT PRICE } }] } );

Note: When LiveEngage gets a list, the system never calculates totals nor numbers of items. LiveEngage relies on the event to send that information.

https://docs.google.com/document/d/1_zJGdljfFu9zpRLEp9tWDwJKLQ_ZzI3L_dUYCiREXts/edit#heading=h.yvnn37d7s14v

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