Strukturede data på digital kundeadfærd Simon Topp, SAS Insitute, oktober 2015 Simon.Topp@sas.com
SAS Digital Intelligence Agenda SAS Digital Intelligence introduktion Leverance SAS CXT Detailed data store Hands on i SAS Studio Afrunding
Introduktion
Introduktion Opsamling af online brugeradfærd, konsolideret på sessions og kunde-niveau. Data opsamles på websider + mobilapp. Velstrukturerede detaljerede data på den enkelte kundes konkrete adfærd for hvert besøg (session) på hver sidevisning for hver form på hvert klik for hvert bogstav der skrives
SAS -produkter SAS Customer Experience Targeting, SAS CXT Dataopsamling + konsolidering til kundeniveau SAS Customer Experience Analytics, SAS CXA = SAS CXT bundlet med SAS Visual Analytics
Dataopsamlig og forædling 3 steps i opsamling 1. Opsamling af rådata (capture) 2. Normalisering af data på sessionsniveau Regelbaseret (f.eks. med regular expressions) 3. Data løftes til kundeniveau (CXT Detailed Data Store) Regelbaseret SAS Digital Intelligence 1 2 3 Rådata Session data Kundeniveau CXT DDS
Opsamling af rådata Tags is put on customer website to catch data <script id="ob-script-async" type="text/javascript src="/js/ot_async.js" a=" [account-id]"> Data is sent from the browser to a collection server Events collected by default (mobile and desktop browser) Page loaded / unloaded Link clicks Form Field interactions Form submitted Media played
Client Information Page Title Full URL Referrer Page Content Meta Data Tags *Only if explicitly configured <script id="ob-scriptasync" type="text/javascript" src="/js/ot_async.js" a=" [account-id]">
Link Clicked Field Interaction Captured when focus is moved away from form field Value Form ID and Name Field ID and Name Number of changes HREF (link location) Alt Text / InnerText Link location in page (DOM PATH and CSS Selector Path) Form Submit Value Form ID and Name Field ID and Name
Dataopsamling og forædling 1) Capture Collection rules configured that collect the type of events you want through javascript loaded by CSA. Events are continuously sent to the collection server and stored in the event database. 2) Transform Models configured that transform raw online data into organized data around business concepts such as Form Filling sequences, Transaction Analysis, Basket Analysis, Campaign analysis, Search engine usage, Transformed data are then stored in the result database. At this stage, the raw data is visitor and session centric. 3. Deliver Organized online data are then loaded in a SAS Detailed Data Store through a new series of transformations, which are more related to data quality checks, visitor identification as well as having the data properly organized for exploration and campaign purposes. The data is now customer centric.
Leverance
SAS CXT/CXA 6.4 = cloud løsning!
Maintain Collection & Normalization Rules Download Incremental Data Integration
Online UI til konfiguration SAS Digital Intelligence Controlling Collection System administrator controls which elements are collected Individual fields can be excluded from selection Field exclusion can be used by page and across field type
CXT DDS = Strukturerede data!
Normaliserede data Normaliserede data
SAS CXT Detailed Data Store Demo i SAS Studio
Eksempler på anvendelse af CXT DDS data Målrettet 1:1-kommunikation Rapportering og analyse
Målrettet 1:1-kundekommunikation Rette budskab til rette kunde på det rette tidspunkt Integrer online data i marketing data mart Kobling med data fra eksisterende systemer (360 kundebillede) Segmentering (Marketing Automation) Målret budskab efter kundens online footprint Konkrete, specifikke actions på baggrund af halve forms /abandonded basket
Collect all visitor journeys Customer Experience Targeting Marketing Campaigns Level of Engagement Product Interest Shopping Cart Abandonment Attrition Behaviours Modelling variables CXT Online Data Mart SAS CI Studio Marketing Automation 52 Tables Data Model Information Map Web Site Behaviours for ALL Sessions Web Site Behaviours for all Sessions relating to a CUSTOMER Session behaviour Data Enhanced Customer View for identified visitors Online Customer Data Online Activity Data Product Data Customer Data Transaction Data...
Customer Experience Analytics (CXA)
Advanced Analytics Forecasting Decision Trees
Afrunding
CXT/CXA 6.4 Timeline November 2015 Limited availability Production level software ready for use Handed out to selected customers only January 2016 General availability Public roll-out without limits SAS Digital Intelligence
Konklusion Med SAS CXT 6.4 får du og din virksomhed adgang til super detaljerede data om de enkelte besøgende på jeres sites og deres adfærd Dataopsamlingen foregår i skyen Ingen komplekse systemer, der skal installeres og forvaltes lokalt af dig og din it-afdeling (kun nogle standard-data management-jobs)
Spørgsmål? Simon.Topp@sas.com