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CX Data Analytics Event History Schema

CX Data Analytics Event History Schema

Owned by Pete Trevitt
Last updated: Sept 01, 2022
6 min read

Overview

As part of building Templates, Rules, Parameters etc, the key consideration for Data Analytics is ensuring that the Rules capture the correct data to populate the Event History Schema to ensure it can be utilised in the Data Analytics layer.

The following items all analyse this CX Data Analytics Event History Schema, and this schema is the only repository for Data Analytics

  • Data Transformation

  • Journey Discovery

  • Journey Analytics/Journey Visualisation

  • Standard Dashboards (shipped with the CX product)

  • Bespoke Dashboards (any Dashboards requested by End Users)

If these Rules are not constructed correctly and do not collect the correct data, the Analytics will not meet the needs of the Analysts.

The standard CX Data Analytics Event History Schema, is comprised of a single table in the back end database, which can logically be divided into two sections:

  • Event History Data

  • Customer Attribute Data

IMPORTANT NOTES

  • There is no direct access to this table but rather, the column data is exposed or analysed in the appropriate area of the UI depending on the analytics being provided.

  • Data in the columns can ONLY be populated via the use of Rules. Data here cannot be populated with external data sources.

  • Any Bespoke Dashboards created by Alterian Professional Services or via an Alterian Partner can only be created based on the columns listed below.

 

Event History Data

This data is a standard named set of column data that is populated by the Rules that are created.

Column Name

Details

Column Name

Details

Event DateTime

  • Auto-populated by the application

  • Captured for all Rule Types

  • Captures the Date/Time of the Event

  • Captured in UTC

  • Format CCYYMMDD HHMMSS

Event Type

  • Auto-populated by the application

  • Captured for all Rule Types

  • Defines classification of the Rule Type

  • Value set automatically based on Rule construction and is always one of:

    • Tracking

    • Conversion

    • Influencer

    • Satisfaction

  • See - Rule Types and the Information Required

Channel

  • Auto-populated by the application

  • Captured for all Rule Types

  • Defines the Channel the event is sourced from.

  • Value is passed by the calling system, so values are not controlled by the application

Location

  • Requires manual configuration for each channel e.g. web tag, app code

  • Captured for all Rule Types

  • Populated with the original call into the Rule

  • Value that represents a label of the Visitors interaction point

    • Interaction URL

    • App Page name

    • Call Center Department

    • etc

  • This column value underpins all Data Analytics. Poor data in this column will significantly detract from the power of the analytics

  • Data Transform can be used in Journey Analytics to provide a more useful value by Transforming any data captured at source

LocationID

  • Not currently utilised - internal only

Category

  • Requires manual configuration

  • Captured on Tracking Rules only

  • Populated in one three ways and requires configuration within the Rule:

    • Using the Category Management Template

    • Manual assignment at Rule level

    • Captured via Tag code

  • See - Category Management

Business Goal

  • Auto-populated by the application

  • Captured on all Rule Types

  • Populated with the Business Goal name if a Rule is assigned to a Business Goal via Opportunity Matrix

  • See - Business Goals and Initiatives

Initiative

  • Auto-populated by the application

  • Captured on Influencer Rules only

  • Populated with the Initiative name if a Rule is assigned to an Initiative via Opportunity Matrix

  • See - Business Goals and Initiatives

Initiative Step

  • Not currently utilised - internal only

Rule Name

  • Auto-populated by the application

  • Captured for all Rule Types

  • Auto-populated with the Rule Name

Rule Group

  • Auto-populated by the application

  • Captured for all Rule Types

  • Auto-populated with the Rule Group

Priority Score

  • Auto-populated by the application

  • Captured on Influencer Rules only

  • Displays the Priority Score of the winning Rule in a Rule Group

Is Known

  • Requires manually configuration to define what is meant by “Known”

  • Captured for all Rule Types

  • Flag field used to signify Known Status

  • Setting of value is defined within the Rule as part of Rule Design

  • Rule Creator will decide if the information held/supplied about a Visitor in a Rule is enough to positively identify them

Is Control

  • Requires manually configuration to define Control Group size

  • Captured for all Rule Types

  • Flag field used to signify membership of Control Group

  • Set at a Rule level within Rule Designer

  • Used for success calculations based on Control Group membership

Opportunity Name

  • Not currently utilised - internal only

Opportunity Group

  • Not currently utilised - internal only

CX Decision

  • Requires manually configuration to capture correct data

  • Captured on Influencer Rules only

  • Displays the decision of the Influencer

  • Manually input during Rule Configuration, often in the Real-Time output step

CX Output Step

  • Not currently utilised - internal only

CX Engagement

  • Auto-populated by the application

  • Captured for all Rule Types

  • Populated by use of Engagement Score or Content Group Public Templates

  • See -Engagement Score

Monetary Value

  • Requires manually configuration to capture correct data

  • Captured on Conversion Rules only

  • May be a specific monetary amount if used as part of a sales process or an implied value if used for a conversion that does not naturally have a monetary value

Primary Value

  • Not currently utilised - internal only

Secondary Value

  • Not currently utilised - internal only

Service Cost

  • Requires manually configuration to capture correct data

  • Captured for Influencer Rules only

  • Configuration at a tile level

Service Cost Detail

  • Not currently utilised - internal only

Offer Cost

  • Requires manually configuration to capture correct data

  • Captured on Influencer and Conversion Rules only

  • Allows an Offer Cost to be passed in with the event allowing better success calculations.

  • Configuration done using the Offer Management Public Template and will auto map if this Public Template is used, or can me manually input

  • See - Offer Management

Offer Code

  • Requires manually configuration to capture correct data

  • Captured on Influencer and Conversion Rules only

  • Allows an Offer Cost to be passed in with the event allowing better success calculations.

  • Configuration done using the Offer Management Public Template and will auto map if this Public Template is used, or can me manually input

  • See - Offer Management

Position

  • Requires manually configuration to capture correct data

  • Captured on Influencer Rules only

  • Allows different content to be shown to different “positions” within a single Location

  • e.g.

    • Position = Background image

    • Position = Ribbon Bar

    • Position = Bottom Left Offer

    • Position = Bottom Right Offer.

Test Iteration

  • Requires manually configuration to capture correct data

  • Captured on Influencer Rules only

  • Allows the Rule Designer to give each version of the Rule an indicator so success can be reviewed across multiple major versions of the Rule

Satisfaction Survey Name

  • Requires manually configuration to capture correct data

  • Captured on Satisfaction Rules only

  • Collects the defined name value of the Survey being displayed i.e. what is the Survey for

  • Write Satisfaction Score Public Template is used to capture this data

  • See -Satisfaction Public Templates

Satisfaction Survey Item

  • Requires manually configuration to capture correct data

  • Captured on Satisfaction Rules only

  • Collects the name of the Satisfaction Survey being used i.e. the exact name so two surveys of the same type can be differentiated in the data

  • Satisfaction details are input using the Write Satisfaction Score Public Template

  • See -Satisfaction Public Templates

Satisfaction Value

  • Requires manually configuration to capture correct data

  • Captured on Satisfaction Rules only

  • Collects the Satisfaction score

  • Satisfaction details are input using the Write Satisfaction Score Public Template

  • See -Satisfaction Public Templates

Satisfaction Survey Type

  • Requires manually configuration to capture correct data

  • Captured on Satisfaction Rules only

  • Collects the Type of the Satisfaction input being requested e.g. NPS CSat

  • Provide by free text

  • Satisfaction details are input using the Write Satisfaction Score Public Template

  • See -Satisfaction Public Templates

CXID

  • Auto-populated by the application

  • Internal use only

Message Schema

  • Not currently utilised - internal only

AlterianCX_inboundSource

AlterianCX_inboundCampaignname

AlterianCX_inboundMedium

AlterianCX_inboundTerm

AlterianCX_inboundContent

 

Customer Attribute Schema

For more information on populating the Customer Attribute Schema - see the following:

Once Customer Attributes have been defined and populated into the CX cache, the values for each Customer Attribute are then passed to the Event History with every Event.

These columns are typically defined by the Alterian Client based on their needs, but the key point is, as mentioned previously, that any analytics that are required, either filtering of the Journey Visualisation or to populate a bespoke Dashboard. If the Customer Attribute is not defined in the Customer Attribute Schema, it will not be available to any Analytics within the CX platform.

 

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