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Behavioural Data

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In addition to the user profile data introduced in the guide to user profiles, the xtremepush SDKs and APIs support the collection of behavioural data to understand and respond to what users are doing on your websites and in apps in realtime. This includes:

  • Tagging: Tracking of behaviour online including screen-view and other interactions
  • Realtime Events: Setting of Trigger events on important interactions
  • External Data: Reusing data from 3rd party sources like Google Analytics and CRMs like Optimove  
  • Backend Data and Events: API methods that allow syncing of backend data and reaction to events in realtime
  • Location Data: The mobile SDKs can allow the tracking and reaction to entry and exit of users into geo or iBeacon fenced regions such as retail outlets, airports, stadiums etc. in the real world
  • App Install Attribution: The mobile SDKs can allow the tracking of the source of App installs for example if a user clicked on a facebook ad to install the App. 

Tagging

To tag events for analytics and the ability to segment campaigns based on tag behaviour call the SDKs  hitTag method where that event occurs, for example in the web SDK you use: 

// You might for example want to tag a registration event
xtremepush('tag', 'registration.complete'); 

If an event has an associated value that can also be captured by using the hitTag method with the value option, for example in the web SDK you use:

 
// You might for example want to capture a field value from a form being filled out
xtremepush('tag', 'journeyform.destination', 'New York');

Details on Tagging Methods for iOS and Android Apps can be found in docs here:

 

 The resulting data can be viewed in: Analytics > Project Analytics:

 

And can also be used in segmentation to target users who have exhibited a certain behaviour on an app or website for example visiting certain pages in the last number of days. More information on segmentation can be found in the segmentation docs:


Realtime Trigger Events

Realtime trigger events are used to trigger an action such as sending a message. To send events to be a realtime the SDKs  hitEvent method where that event occurs, for example in the web SDK you use: 

// You might for example want a trigger from a registration start event
xtremepush('event', 'registration.start'); 

Details on Event Methods for iOS and Android Apps can be found in docs here:

 

For web there are also special support for creating events based on mouse-out and scroll:

The resulting triggers can be used to trigger automated comms on all message channels - In App Messages, emails, SMS, notifications, inbox and Social Messenger. Triggering can be used for a variety of use cases from immediate pop-up comms and delayed drop-off recovery via out bound comms.   

 

External Data 

Google Analytics

If you use Google analytics then you can reuse your GA segments in the xtremepush segmentation. For web there is a simple server to server integration and for Mobile Apps that use GA you just need to add  a few lines of code on the client side to sync ids and enable the GA integration. Details on enabling GA integration below: 

 

Once you have integrated Google analytics you can reuse your GA segments in the segmentation engine as described here:

 

In addition to above as a Google Tag Manager Vendor partner we also have an official xtremepush tag on GTM.

xp-GTM-tag.png

This means you can integrate the Web SDK using GTM as described here:

 

 

Optimove 

If you use the Optimove CRM in conjunction with Xtremepush for messaging your customers then you can pull customer data from Optimove into your campaigns dynamically to personalise your messaging. First you will need your Optimove integration to be configured:

Once set up you can see details on how customer data from the CRM can be used in campaigns here:

 

Backend Data and Events

In addition to the tagging and event methods of the SDKs, and out of the box integrations with 3rd party systems you can also push data and trigger events directly from your backend systems via API. As covered in the guide to user profiles there are API methods for updating and syncing profile records. In addition there are a number of other API methods which may be relevant.

The Tag/Attribute syncing API methods can be used to update user behaviour or attribute data that may change outside the App or Website similar to the SDK tagging methods:

You can also trigger Message campaigns with transactional data in response to events on your backend system. For example a direct debit from a balance, a change in the position of a tracked datapoint like a currency or stock, or an update on a purchase such as being out for delivery. It is also possible to send arrays of data objects for example if you have a recommender system for products or other content and want to send out recommendations via emails as they become available.

The resulting triggers can be used to trigger automated comms on all message channels - In App Messages, emails, SMS, notifications, inbox and Social Messenger. Triggering can be used for a variety of use cases from immediate pop-up comms and delayed drop-off recovery via out bound comms.   

Location Data

On the mobile SDKs you can enable location services which allows you to gather data on customers entering and exiting geofenced and ibeacon-fenced regions. Location services are only available for mobile apps and must be enabled on the client side details on this in the docs here:

 

Once enabled you can add geo fences and iBeacons through the platform as described here:

 

The resulting Location data can be used to trigger messages, and can also can be viewed in Location analytics and in segmentation to target users who have exhibited a certain location visit behaviour.

Location based triggers work on entry, exit or time spent in a location and can be used to  automate comms on all outbound message channels -  notifications, emails, SMS, inbox and Social Messenger. Triggering can be used for a variety of use cases including delivering a relevant offer when a user is at a location, sending a survey after a user has visited etc. 

 

 The location data can be viewed in: Analytics > Location Analytics:

 

And can also be used in segmentation to target users who have exhibited a certain behaviour relating to your locations in the past. More information on segmentation can be found in the segmentation docs:

 

App Install Attribution

On the mobile SDKs you can enable App Install Attribution which allows you to attribute App Installs that come from advertising campaigns to a specific campaign. In order to attribute App Installs your app must collect the advertising identifiers; IDFA on iOS and Android Ad ID. This is what is enabled when you turn on app install attribution on the client side with the mobile SDK as described here:

Once enabled data on the source of your app installs will be available on the platform:

 

 

 

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