Digital Velocity London 2017: Combining AudienceStream Attributes

Mark Reddin
Solutions Engineer, Tealium EMEA
Combining
AudienceStream
Attributes
Solve 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 Model
Criterion 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
dvXXX@tagthis.co
dvXXX

✓ 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 you
Mark Reddin, Solutions Engineer

Digital Velocity London 2017: Combining AudienceStream Attributes

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