Engagement Attributes Overview Document Version: 1.6 July 2017

Transcription

1 Engagement Attributes Overview Document Version: 1.6 July 2017

2 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 Personal info Visitor Journey Lead Service activity Visitor error Searched content Section Setting up Engagement Attributes Extracting from the page using LivePerson s scraping tool JavaScript code

3 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. 3

4 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 4

5 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. 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 5

6 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 Products Object: product Product details Product object quantity Product Object: Number of items of this product in cart "name": "prod1", "category": "cat_1", "sku": "sku", "price": 7.8 integer 1 name Product name string "prod1" category Product category name string "category1" sku Product SKU or unique identifier string "dep1" price Product price double 7.8 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. 6

7 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. type The event name ("purchase") string "purchase" true total Total transaction value double 11.7 currency Currency of the total transaction string USD value orderid Unique order or receipt ID string "orderid123" cart Cart details Cart object "numitems": 6, "products": [...,...] Cart object: Products Array of Items in cart array of Products objects [, "product":..., "quantity": 2 "product":..., "quantity": 1 ] numitems Number of items in cart integer 6 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 ] 7

8 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. type The event name ("prodview") string "prodview" true currency Currency of the viewed products string USD products Array of Items in cart array of Products objects Viewed Product SDE JSON example: [, ] "product":..., "quantity": 2 "product":..., "quantity": 1 "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 lowtier customers. type The event name ("ctmrinfo") string "ctmrinfo" true 8

9 ctype Customer type/tier (case string "Gold" insensitive) cstatus Customer status (case string "migrated" insensitive) balance Customer s financial double 2.6 balance currency Currency of the customer's string USD financial balance customerid Customer s unique string "1234abc" identifier socialid Social Media identifier string " " (e.g., Facebook, Twitter). This parameter represents your internal identifier. imei Unique device/phone string " " identifier username Customer s user name string "user000" companysize Number of company int 500 employees companybranch Company branch string "East village" accountname Customer s company name string "oxford insurance company" role Customer's title string "marketing manager" lastpaymentdate Last payment date. This date object parameter consists of 3 integer fields: year, month, day. "day": 15, "month": 10, "year": 2014 registrationdate Registration date. This parameter consists of 3 integer fields: year, month, day. date object "day": 23, "month": 5, "year": 2013 loginstatus Login status integer storezipcode storenumber A store ZIP code the customer is associated with. The ZIP code is mapped to multiple stores in the same geographic area. A specific store number the customer is associated with. Customer Info SDE JSON example: string "12205" string "1241" "type": "ctmrinfo", //MANDATORY "info": 9

10 ETC... "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": , //THE CUSTOMER FINANCIAL BALANCE IN DECIMAL VALUE "currency": "USD", //CURRENCY CODE "socialid": " ", //SOCIAL ID OF YOUR CHOICE: FACEBOOK, TWITTER "imei": " ", //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. type info Info object: The event name ("mrktinfo") Marketing source information string "mrktinfo" true Info object "channel": "1", "Affiliate": "Yahoo", "campaignid": "US coupon campaign" channel Originating marketing channel integer 0-Direct, 1-Search, 2-Social, 3- , 4-Referral, 10

11 5-Paid Search, 6- Display affiliate Affiliate name string "Yahoo" campaignid Campaign ID string "camp12" 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. type The event name string "personal" true ("personal") firstname Visitor s first name string "John" lastname Visitor s surname string "Doe" age Visitor s age Age object contacts Visitor s contact info array of Contact object "age": 34, "year": 1980, "month": 4, "day": 15 [ " ":"m@m.com", "phone": " " ] gender Visitor s gender integer 0-MALE, 1- FEMALE, 2-OTHER company Visitor's company string "Microsoft Ltd." language Visitor's language. The value is an ISO Alpha-2 [ISO639 1] language code in lowercase and an ISO string en-us 11

12 Age object: Alpha-2 [ISO3166 1] country code in uppercase, separated by a dash or underscore (for compatibility). For example, en-us or fr-ca. age year Visitor s age Note: If this parameter is not provided, the age is calculated using year, month, day. Visitor s year of birth Note: This parameter is mandatory if the visitor s age needs to be calculated. integer 47 integer 1969 month Visitor s month of birth integer 2 day Visitor s day of birth integer 12 Contact object: Visitor s address string "john@doe.com" phone Visitor s phone number string " " phonetype Phone type integer HOME, MOBILE, WORK, FAX, MAIN, HOME_FAX, WORK_FAX, PAGER, OTHER address Visitor s personal addresses Address object "country": STRING (, "region": STRING ] Address object: 12

13 county Visitor s county string "US" The value is 2 letter code in uppercase ISO Alpha-2 region Visitor s region string "North America" 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": [ " ": "myname@example.com", // "phone": " " // 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. type The event name ("lead") string "lead" true lead Lead details Lead object "topic": "luxury car", "value": 22.22, 13

14 "leadid": "xyz123" Lead object: topic Lead s name/topic string "topic1" value Lead s value double currency Currency of the lead value string USD leadid Lead s identifier / ticket id string "Id12" 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. type The event name ("service") string "service" true service Service details Service object "topic": "order", "status": 0, "category": "finance", "serviceid": "service12" Service object: topic Service topic or name string "order checkbook" 14

15 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 category Category name string "Finance" serviceid Service unique identifier or ticket id Service Activity SDE JSON example: string "service17" "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. type The event name ("error") string "error" true error Error details Error object Error object: "contextid": " application", "message": "Missing data", "code": "er100004" "level": 10, "resolved": 15

16 contextid Error context string "Credit card application" message Error message string "Expiration date missing" code Error code string "XV45EZT" level Error level long 10 resolved Resolution status Boolean 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": 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. type keywords The event name ("searchinfo") Array of the search keywords string "searchinfo" true array ["Reset password"] 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: 16

17 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. 17

18 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 o o 4. Click Save. Notes: HTML element by class name HTML element by ID JavaScript global variable 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 : lptag.sdes = lptag.sdes []; lptag.sdes.push( "type": "prodview", //MANDATORY "products": [ //ARRAY OF PRODUCTS "product": "name": "Asics Women's GT ", //PRODUCT NAME "category": "Women running shoes", //PRODUCT CATEGORY NAME "sku": " ", //PRODUCT SKU OR UNIQUE IDENTIFIER "price": //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. 18

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