Sitecore Symposium: DMS Where is the data at?
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The document outlines the architecture and data model of a Digital Marketing System (DMS) used for customer engagement and analytics. It details various functionalities such as page events, visitor classification, tags, and campaigns, as well as the associated reporting mechanisms and data strategies. Additionally, it provides examples of customer requirements and strategies for managing visitor data effectively within the DMS.
Sitecore Symposium: DMS Where is the data at?
- 1. Amsterdam Las Vegas Melbourne
- 2. DMS Data model Where is the data at? Pieter Brinkman, Sitecore @pieterbrink123 Amsterdam Las Vegas Melbourne
- 3. Possible subjects Page Events & Goals Q&A Reports Data model Architecture Customer Engagement Plans Digital Marketing System(DMS) Introduction Database API Page Events & Goals Distributed Architecture Visitor Profiling Campaigns Tags Data strategies Visitor Classification Amsterdam Las Vegas Melbourne
- 4. Agenda • Short introduction DMS • DMS Data model • DMS Architecture • Analytics database and API • Mapping DMS Functionality to the Data model • Distributed Architecture • Data strategies • Q&A Amsterdam Las Vegas Melbourne
- 5. Introducing DMS Architecure Digital Marketing System (DMS) Amsterdam Las Vegas Melbourne
- 6. DMS Basic Architecture Sitecore Databases • Basic Server environment with one analytics database Analytics Database • Analytics Database Server Amsterdam Las Vegas Melbourne
- 7. DMS Data model Amsterdam Las Vegas Melbourne
- 8. Visitor, Visits, Pages Jared Visit 3 About Help FAQ My Jetstream Registered Amsterdam Las Vegas Melbourne
- 9. Writing to the Analytics Database Page Event Page Goal Commit Visitor Change Queue DataSet DataSet Page Page Page Goal Page Amsterdam Las Vegas Melbourne
- 10. Use the Analytics API for Data Access • Access the data in the Analytics database trough the API • Use the Analytics.Tracker to engage visitor session; – Tracker.Visitor – Tracker.CurrentVisit – Tracker.CurrentPage Amsterdam Las Vegas Melbourne
- 11. Demo Visitor data and API Amsterdam Las Vegas Melbourne
- 12. Functionality to database Which functionality is saved where? Amsterdam Las Vegas Melbourne
- 13. Functionality to database • Page Events / Goals • Tags • Customer Engagement Plans • Visitor Profiling • Visitor Classification • Campaigns • Reports Amsterdam Las Vegas Melbourne
- 14. Page Events Page Event is a predefined event that can be triggered on a page, for example: an error or conversion Amsterdam Las Vegas Melbourne
- 15. Page Events: Trigger • On a Item • Sitecore API • Web Forms For Marketers – Can trigger one or more goals on form completion. Amsterdam Las Vegas Melbourne
- 16. Page Events: Data model Amsterdam Las Vegas Melbourne
- 17. Page Events: Data model • Page Events are tied to Page Trails, Visits and visitor • Goals is an Page Event assigned with an IsGoal attribute in the PageEventDefinitions table Amsterdam Las Vegas Melbourne
- 18. Tags Tags are customizable values that are added to the visitor record. Amsterdam Las Vegas Melbourne
- 19. Tags: Assign • Web forms for Marketers • Sitecore API – Mark field as Tag – Set Tag – Get Tags Amsterdam Las Vegas Melbourne
- 20. Tags: Data model Amsterdam Las Vegas Melbourne
- 21. Tags: Data model • Tags are tied to Visitors • A visitor can have multiple tags Amsterdam Las Vegas Melbourne
- 22. Demo Tags and Userdata Amsterdam Las Vegas Melbourne
- 23. Visitor classification Visitor classification is the ability to categorize your visitor into predefined categories. Amsterdam Las Vegas Melbourne
- 24. Visitor Classification : Usage • Classify visitors in the Engagement Analytics – Click Classify in the Latest Visit Report • Get and Set with Sitecore API Amsterdam Las Vegas Melbourne
- 25. Visitor Classification: Data model Amsterdam Las Vegas Melbourne
- 26. Visitor Classification: Data model • A visitor can be classified • New classification can be added in the VisitorClassifications table Amsterdam Las Vegas Melbourne
- 27. Campaigns Campaigns is the ability to segment visit-statistics based on an action. Amsterdam Las Vegas Melbourne
- 28. Campaigns: Trigger • With Sitecore Interface • Sitecore API – Set Campaign Attribute on an Item – Set visit campaign – Get visit campaign – Using the Campaign ID in the Querystring – Safe Action in Web Form For Marketers – Within an Engagement Plan – Email Campaign Manager Amsterdam Las Vegas Melbourne
- 29. Campaigns: Data model Amsterdam Las Vegas Melbourne
- 30. Campaigns: Data model • A visit can start by a campaign • A visit can trigger a campaign Amsterdam Las Vegas Melbourne
- 31. Reporting Amsterdam Las Vegas Melbourne
- 32. Reporting: Data model Amsterdam Las Vegas Melbourne
- 33. Reporting: Types of reports • Engagement Analytics • Executive Dashboard – Realtime statistics – Period based statistics – Detailed reports – Management reports based on visitor value Amsterdam Las Vegas Melbourne
- 34. Reporting: Engagement Analytics Latest Visit report Amsterdam Las Vegas Melbourne
- 35. Reporting: Engagement Analytics Amsterdam Las Vegas Melbourne
- 36. Reporting: Executive Dashboard Amsterdam Las Vegas Melbourne
- 37. Distributed architecture • Different connectionstrings for: – Analytics Analytics Database – Reporting – Automation Transfer data Reporting Database Transfer data Automation Database Sitecore Databases Amsterdam Las Vegas Melbourne
- 38. Data strategy; Example Customer requirements: • See detailed visitor data reports • Compare visitor value of Christmas 2011 with 2012 • Personalize website Amsterdam Las Vegas Melbourne
- 39. Data strategy; Example No strategy defined Analytics Database: Size: 100 GB - Reports are slow - Trouble with backups Amsterdam Las Vegas Melbourne
- 40. Data strategy; Example A few questions you can ask the customer: • What period do you want to save the detail visitor data? • Based on what data do you want to personalize your website? • Do you use Visitor Classification? Should we save all detailed data of the classified visitors? • Can we remove detailed visitor information after this period? • Can we get a deticated server for reporting? Amsterdam Las Vegas Melbourne
- 41. Data strategies; Example Defined the strategy Analytics Database: Size: 100 GB 20 • Use a dedicated reporting server • Sync SQL data nightly between analytics and reporting DB • Create SQL maintenance plan for Reporting server; – Clear page table, except for; Reporting Database: Size: 100GB 60 GB • Classified visitors • Visits within the last two months • Create SQL maintenance plan for Analytics server – Clear all visit related tables with data older than two months Amsterdam Las Vegas Melbourne
- 42. Data strategies • Other possible strategies – Memory only – Only store a percentage of the visitor data – Switch to SQL Enterprice Edition with online indexing – Use Engagement Intelligence Amsterdam Las Vegas Melbourne
- 43. Data strategies tips • Define the strategy based on customer needs • Help the customer by providing some basic strategies. • Define data strategy before turning DMS on! Amsterdam Las Vegas Melbourne
- 44. Any questions? Contact me on: • Email : pib@sitecore.net • Twitter : @pieterbrink123 • Blog : http://newguid.net/ Amsterdam Las Vegas Melbourne
- 45. Feedback Appreciated! Please take a moment to provide session feedback via the mobile site. http://www.sitecore.net/SymNA Amsterdam Las Vegas Melbourne
- 46. Amsterdam Las Vegas Melbourne
Editor's Notes
- #18: Gekoppeld aan Pages en voor performance + statistieken ook aan visits en visitors
- #32: foreach(var profile in Tracker.CurrentVisit.Profiles){ Item item = db.GetItem(string.Format("/sitecore/system/Marketing Center/Profiles/{0}", profile.ProfileName)); var profileItem = new ProfileItem(item); var patternCardItem = profileItem.MatchPattern(profile.Values); }
- #34: IsClassigicationGuessedIt sets the Sitecore.Analytics.Tracker.Visitor.Settings.IsVisitorClassificationGuessed flag. If this flag is true, VisitorClassification value will be recalculated before saving the visitor information to the database. It is normally done at the end of the first or second request.