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Olytics Overview

Omeda’s web analytics service, Olytics, is an essential feature of our CDP solution. Olytics allows you to track the behaviors and attributes of your website users and connect these behaviors with the data already stored in your Omeda database. Together this data enables you to more accurately segment and target your audiences using our marketing products like Email Builder, Odyssey, Personalization, and Metering or by leveraging our integrations with Facebook, Adroll, or Google Ad Manager.

Glossary of Terms

Action : Action refers to a single instance of an olytics behavior occurring. This usually represents a single page visit but could refer to the completion of a video or any other behavior that is indicated by the firing of the olytics.fire function. Each action can be associated with tags that further describe the behavior.

Anonymous Record : when someone visits a site where Olytics is implemented, but does not have a known encrypted customer id value stored in the oly_enc_id cookie, an anonymous record will be stored in your database. This record will store details about their visit, and other visits that occurred with the same oly_anon_id cookie. When a visit does occur with the oly_anon_id value and an oly_enc_id value, the anonymous audience record will be merged with the known record associated with that encrypted customer id.

Behavior : an Olytics behavior describes an action that a user has taken. Most behaviors reflect a visit to a domain but can describe other actions a user can take on your site. An audience member can have many actions of the same behavior.

Domain : an Olytics domain can be created in tandem with an Olytics behavior if the behavior represents a page visit of the domain. When an Olytics domain is created, email deployments sent from Email Builder or Odyssey that contain links within that domain will automatically be flagged as Olytics links and will have the oly_enc_id parameter and value appended.

Known Record : a known record represents a record in the database that was not created by olytics, and likely contains details about the audience member like name, title, email address, and other product associations. Also referred to as Known (Limited).

Known Record + Olytics : this is a known record that also contains olytics behavioral data. Also referred to as Known + Behaviors.

oly_enc_id : this is a cookie that is created by Olytics and contains a website users Encrypted Customer Id if the user is Known with Olytics. When a value is present in this cookie, behavioral actions will be associated to a website users known audience record.

Tag : an Olytics tag is a field that provides additional context for an action. For example, a website user might visit a site creating an action of the behavior, “Site Page Visit”. A tag like “Olytics Category” with the value “Homepage” could accompany that action. Multiple tags can occur within the same action and each tag can contain multiple values.

oly_anon_id : this is a cookie that is created by Olytics and contains their

How it Works

When a new user visits a site where Olytics is implemented a record will be created in your database with the following information:

  • Attributes about the visits site like Category or Tag
  • IP Address
  • Browser (Chrome, Firefox, IE, etc)
  • Device (Windows 7, iOS 8, Android)
  • Device Type (Personal computer, Smartphone, Tablet, Smart TV)
  • Referring Domain/URL (www.google.com, etc)
  • Visitor Location based on IP Address
  • UTM Parameters

This information will be associated with a cookie stored in the user’s browser called the oly_anon_id, or the Anonymous Id.

Olytics Scripts

Getting started with Olytics is simple and requires your technical teams to add three pieces of code to your website(s). All of these scripts are accessible via Integrations > Olytics. For a step by step implementation and testing guide, please read the article, “Implementing Omeda’s CDP Solution, Olytics“.

Olytics CSS

The Olytics CSS provides the styling required to display Personalizations, Meters, and our Consent Management solution on your sites.

Global JavaScript Load Script

This script does many things like trigger Personalizations and Meters to fire on your sites, create an anonymous record in your database to store web behaviors and attributes, and make a connection from anonymous records to a known customer record. It does this by creating two cookies which are stored in the user’s browser for your site domain.

Olytics Cookies

The oly_anon_id cookie will always be populated in the browser if the olytics.load script is implemented correctly, and will be the id associated with all of a user’s visits to your domain. The value for this cookie is also referred to as the Anonymous Id or the Alternate Id.

The oly_enc_id cookie will be populated for your site users if they have converted to a known customer. This id is their Encrypted Customer Id. If they have not yet converted their traffic to a known customer record, this value will be null.

Let’s explore a few user personas and how these id’s will or will not be populated in their browser:

  • A new site user
    • When this user visits your Olytics site for the first time a new, unique anonymous id will be created for them and will be stored in the oly_anon_id cookie. This customer will be created in your database as an anonymous customer. You can find this customer in your database by pasting this value in the Alternate Id field in Audience Search. The oly_enc_id cookie will be created but the value will be null.
  • A returning anonymous user
    • When this user returns to your Olytics site, if the oly_anon_id is still stored in their browser, the new visit will be associated to their anonymous customer record.
  • An anoymous user who has visited your site by clicking a link with an oly_enc_id parameter OR has completed a form with the olytics.confirm javascript
    • This user’s anonymous customer id will now be attached to a known customer record which will associate all visits to your site made with the oly_anon_id to the known record in your database. The oly_enc_id cookie value will now be populated.
  • A known user
    • This user’s oly_enc_id and oly_anon_id cookie values are stored in their browser and all visits to your Olytics site will be associated to their known customer record.

olytics.fire JavaScript

This script will associate the record created by the olytics.load script with an Olytics behavior stored in your database. These Olytics behaviors typically represent a visit to a site domain. This script is how we determine which Olytics domain your user has visited and when. Within this script is where you will also pass Omeda attributes about the particular url they have visited like Category or Tag. Custom Olytics attributes can also be used to pass us details about the visit.

Information Captured by Olytics

  • Your defined behavioral taxonomy
  • IP Address
  • Browser (Chrome, Firefox, IE, etc)
  • Device (Windows 7, iOS 8, Android)
  • Device Type (Personal computer, Smartphone, Tablet, Smart TV)
  • Referring Domain/URL (www.google.com, etc)
  • Visitor Location based on IP Address – when available.

Customer Tracking

General

  • Anonymous Customers
    • No personal information – only visit information according to your taxonomy.
    • Stored as anonymous in your database
    • NOTE: Anonymous Customers without a visit in the last 6 months are deactivated automatically.
  • Known Customers
    • User visits http://widget.omeda.com/ with special parameters: oly_enc_id={encrypted_customer_id}
    • Example: http://widget.omeda.com/?oly_enc_id=7900G4596589G2
    • Only has to be done once, cookie is updated with Omeda’s Customer ID (customer_id)
    • If an Anonymous cookie already exists for that person, data from Anonymous customer is merged into Known customer

Tracking customers across domains

Example: If a customer is browsing my site http://widget.omeda.com/ and I have a link that takes them to a registration page at http://widget.omedasignup.com

Since cookies are domain-specific, if customers are browsing across domains, the links need to be appended with the Anonymous cookie id (oly_anon_id) and the Known omeda customer id (oly_enc_id).

My link on http://widget.omeda.com/ would look something like this: http://widget.omedasignup.com/?oly_enc_id=7900G4596589G&oly_anon_id=1b6cd7e2-d230-4e25-b53b-49bdad457e65. So when a customer clicks on the link to go to the signup page, the script at widget.omedasignup.com reads the oly_enc_id and oly_anon_id – appending the first 2 to the cookie.

Note: make sure if you are appending oly_enc_id or oly_anon_id to a url, that you never pass oly_enc_id=null or oly_anon_id=null. This creates problems identifying your customer.

Identifying and tracking known customers on your own Login or Signup Forms

Rather than pass Email Builder passing the oly_enc_id, you may also manually fire the following javascript function to confirm the identity of the visitor:

olytics.confirm('encrypted-customer-id');

This will append the omeda encrypted-customer-id to the cookie, in the same way passing the &oly_enc_id= param does.

This can be very useful in conjunction with a login or signup form on your site and our API Suite.

  • Signup Form Example:
  1. User visits your website and browses some pages anonymously.
  2. User signs up for your website
  3. When the user signs up – you can call the Save Customer and Order API and then the Run Processor API.
  4. Now that the customer has been saved and processed to your omeda database, you can use the encrypted customer id returned from the Run Processor API and fire the olytics.confirm javascript function when the confirmation page loads, passing in the encrypted-customer-id.
  5. Your known customer will now be tracked as they browse your site.
  • Login Example:
  1. User visits your website and browses some pages anonymously.
  2. User decides to login to your site with their credentials
  3. When the user logs in – you can call the Validate Authentication APICustomer Lookup By Email or Customer Lookup Service By External ID to retrieve the encrypted-customer-id.
  4. Now you can use fire the olytics.confirm javascript function when the confirmation page loads, passing in the encrypted-customer-id.
  5. Your known customer will now be tracked as they browse your site.

Email Builder Integration 

  • Attaches ?oly_enc_id= parameter to all links, confirming the identify of your Customer.

olytics In Audience Builder

  • Ability to Query Anonymous and Known
  • Ability to Query category and tag
  • Query By Date
  • Query By Action Count
  • Query By Operating System, Device Type, Browser, and Referring Domain
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