Plan the collection of visitor data
To make sure your Sitefinity CMS site is collecting the proper type of contact data and sending it to DEC, you need to conduct thorough analysis of marketing requirements and reporting needs. You need to plan how to collect data for contacts and their behavior, as well as whether DEC out-of-the-box tracking capabilities, for example page visits, will serve your scenario.You may need to implement tracking for custom events and interactions, for example watching a YouTube video. The following sections give you directions what to be aware of and help you plan how to collect contact data.
NOTE: Keep in mind that you need the visitor's consent to track their data. For more information, see Tracking consent.
A contact in Digital Experience Cloud is any visitor that interacted with your company at least once through any channel. A known contact, on the other hand, has provided an email address, filled in a web form, or taken any other action to register or deliberately share personal details on your site. A contact is represented by an email address. For more information about profiles, see Contact profiles.
Tracking within Progress Sitefinity Digital Experience Cloud is accomplished by collecting and sending information for contacts interactions. Data, provided by your visitors, is gathered, stored, and leveraged in the form of contact metadata to define audiences and segments that are used in all channels for a variety of purposes.
Each customer interaction consists of the following three types of data (or a subset of them):
- Interactions that describe contacts actions on the website.
- Additional data (metadata) related to the contacts or the objects they interact with.
Mappings are used to relate two contacts (to merge all the data for these contacts in a single one). This is useful to notify DEC that multiple contacts, which so far reported data separately, are recognized to be one and the same contact.
For more information, see:
Plan data collection
To decide how you collect data, you need to take into account marketing reporting needs. Following are a few examples of how marketing requirements are translated into contact data collection plan:
||Collect contact data
|Define the audience
- Make unknown contacts known by filling forms, logging in with email, or providing any other identification
- Map the interactions of the same contact to enrich contact profile
- Track important touchpoints, for example, download a whitepaper
- Type of personas company defines dictates the channels to be tracked
- Clarify and track where these personas go online, for example Facebook, Google+, and others
- Track relevant touchpoints in the respective channel, for example, watch YouTube videos
- Collect data via scoring models, such as lead scoring
- Measure engagement via subscriptions, social shares, and others
|Measure success of campaigns
- Track conversions
- Define campaigns
- Measure attribution
Track interactions out-of-the-box
With DEC, you track a number of key contact interactions on your Sitefinity CMS website. You use the dedicated connector in Sitefinity CMS, which handles data input from your site to DEC. Data is derived through tracking the behavior of website visitors. Once you connect, Sitefinity CMS starts sending all tracked contact interactions data to DEC. Contact interactions are represented by events. When an event is triggered on a Sitefinity CMS site, it is handled by the DEC Connector and data extracted is sent to DEC as an interaction.
NOTE: You can turn off event tracking from Sitefinity CMS Advanced settings.
Take a look at the comprehensive list of the interactions that the DEC connector tracks out-of-the-box:
NOTE: Keep in mind that Sitefinity DEC Connector tracks Sitefinity CMS events, related to ASP.NET Web Forms. In case you are working with Sitefinity CMS 10.0 or newer, tracking capabilities for MVC widgets match the ones for Web Forms widgets.
Customize tracking of interactions
Whether you are tracking a Sitefinity CMS or non-Sitefinity CMS site, you have the flexibility to track custom data generated by your site, for example, tracking of custom widgets.
You can do this with the help of the DEC SDKs:
Track custom events with the DEC connector
When tracking Sitefinity sites, you can track custom events by creating new event handlers or overriding existing ones. For example, on a Sitefinity CMS site, you may want to:
- Generate custom interactions with a specific predicate or object, for example, clicking on an anchor on a page.
- Extend the reported subject and object metadata, for example, include specific form fields as subject metadata to enrich contact profiles.
- Generate interactions for custom widgets, for example, Feather Card widget that displays different variations of the page to specific contact segments
For more information about tracking Sitefinity CMS custom events, see For developers: Extend the tracking capabilities of the connector.
Track form submissions with the DEC connector
By default, DEC tracks forms submission on the Sitefinity CMS site. However, you can extend the default functionality to track specific form fields with details, with which you populate and enrich contact profiles in DEC.
Keep in mind that Sitefinity DEC Connector tracks Sitefinity CMS events, related to ASP.NET Web Forms. In case you are working with Sitefinity CMS 10.0 or newer, tracking capabilities for MVC widgets match the ones for Web Forms widgets. Take a look at the following articles that describe how to track a Web form submission and how to track form submission with a custom Feather widget:
As a result, once an unknown contact submits the form, the interaction data is sent to DEC as subject metadata with key-value pairs of the tracked fields. The values the contact enters are thus populated in their DEC contact profile. For example, Interests, as additional metadata, is displayed in the Other data collected for this contact section. You can, however, configure what contact to display and where. For more information, see Configure contact properties.
NOTE: Tracking page visits is enabled by default for Sitefinity CMS sites.
Integrate with other systems
In some cases, data is spread across disparate systems, so you need a way to integrate this data coming from different data sources, that is, systems or sites, so that marketing professionals get reports and information for exactly what they need.
For example, for the specific needs of acquiring comprehensive data and reports about contacts on your site, your data center may import data from both Sitefinity CMS and Salesforce. Out of the box, Sitefinity CMS provides you with data tracking of the contacts’ behavior on your site, sending the collected data to the dedicated data center. In addition, DEC synchronizes basic information about contacts with Salesforce. As a result, all acquired data about contacts is centralized, unified, and set in the dedicated data center for further analysis and reporting.
In addition, you can integrate data (interactions and subject metadata) by uploading CSV files: