Jahia combines Content, Data and Applications to drive Digital Experience; this enables Content Marketers to make proactive decisions about content and gain insight from those decisions based on analysis of the data generated by visitor browsing habits, interactions, and goal tracking.
At the heart of jExperience is the Customer Data Platform (CDP) jCustomer(powered by Apache Unomi. jCustomer is the engine that drives the jExperience marketing suite, tracking information about visitors from browsing sessions and content interactions which combine to form a customer profile that can be applied across your entire digital experience. Data from interactions can can be viewed in the context of platform goals and campaigns, as well as used to trigger actions, segment your audience and inform the personalisation strategy of your wider web experience.
In this tutorial, you’ll learn about the data capture and analytics capabilities of jExperience and jCustomer. You’ll learn about built-in analytics, creating logic to track goals and campaigns as well as how to use multivariate analysis and segmentation based on profile data.
Whether you are in our free cloud trial, or working in a system you have deployed, there are a few things you’ll need to get started:
Ready to begin?
Here are a few things you should know about before you get started:
Consent - a permission granted by the visitor to control what is or is not shown to or tracked about a visit in Jahia.
jExperience exists to help you learn more about your visitors, their interests, their behaviors and ultimately the return on investment (ROI) of the content you provide. jExperience includes an optionally deployed Customer Data Platform, jCustomer powered by Apache Unomi and provides you with a range of configurable elements, from goals, campaigns and segments to rules that can trigger internal and external processes, as simple as sending an email and as complex as you can build. The first step is making the most of jExperience is to begin tagging your content with interests and setting goals to help as you build up segments and rules.
Lets begin!
Interests are By creating interest tags with assigned values (scoring weights) on pages and content, visitors who view the content will begin to accumulate interest values in their profiles.
When using interests it is recommended to have a scoring strategy and scale for the values used. For this tutorial we will use a scale of 100 in increments of 10 with 10 being a low weight and 90 being a high weight.
We’re going to be using these interest values later in the tutorial. For now let’s imagine that, having set up our personalization & values on this page, you now wish to track how successful your personalization is in getting your users to navigate to your site homepage. Your next step would be to set up a Goal.
Navigate to the Site Dashboard by clicking the jExperience button in the navigator.
The Site Dashboard provides a visualisation of the sessions on your current site, contrasting “all” visits against “new” ones. The timeline for this graphic can be set by clicking the standard week/month/3 months/6 months/1 year buttons - alternatively, you can set a custom time period by clicking the ‘custom’ button and inputting your desired date range.
The main body of the Dashboard embeds visualisations for site specific goals - these are metrics that track conversions across the various different ‘goal’ types that can be defined.
In this tutorial, we want to create a goal to help understand whether the personalization created on your new page is effective in driving traffic to the homepage.
The new Dashboard tile shows the number of engaged vs converted profiles in the context of the defined goal, but since you have just created this goal, it has no data.
To improve your experience, you will need a few visitors.The goal you have set up is a funnel goal, so all you have to do to complete it is land on the page you identified as the start page and then go to the page you identified as the target page.
Return to jExperience to see your data.You now have at least 2 for in, and 1 for out indicating conversion, that means you had two visitors and one of them met your goal criteria.
The goal report provides additional insight into what is happening with your goal over time as well as since it began running. The goal report is also where you go to edit your goal criteria, perform maintenance etc.
Hit the back button to exit out of the Goal Report.
Now you have defined some interests and a goal, it's time to start using the data to segment the audience. Segmentation is how you divide your visitors into groups based on common attributes and is useful operationally for personalization and improving interactions as well as strategically as you analyze behavior of your visitors and performance of your content.
To get started, navigate to the Profiling tools menu item, expand the menu and click on Dynamic Segments. This dashboard provides an overview of all the segments currently defined on your Jahia instance. There are two default segments defined for you - contacts & leads.
To build a dynamic segment it is important to understand the information you have available.
In the segment builder we have a few different conditions available to create the logic which will drive membership:
You can define as many conditions as you want using And/Or connectors. You can also define whether the segment is active using the enabled checkbox as well as shared i.e. available across all projects or just the one you’re building the segment in.
You can edit your segments further with the pencil icon and see which users are segment members using the person icon.
It’s now time to see how your setup looks from the perspective of a user profile. The jExperience menu is split into two parts, Projects, where you have worked on the previous steps, and Global. Jahia allows you to create multiple site and application projects within the same environment, therefore the user interface groups functionality into things that apply to specific projects and things that apply to the whole system. As you have seen, interests, goals and segmentation are set up specific to a project. The Profile however is global, allowing you to track interactions across all projects.
From the jExperience menu, click Global. If you do not see this menu item, contact your Jahia administrator to have access granted.
Hint: Click Page Composer on the left navigation bar, browse page tree to your page and look for the published badge in the top right corner
From the jExperience>Global menu navigate to Audience>Profiles. The All visitor profiles pane provides an overview of all visitors, you can search for a specific visitor, sort by ID and last visit, and edit the profile or see which static lists it is part of.
Click the Pencil icon for a profile to open up that visitor’s profile.
The Visitor profile pane gives you an overview of all the property values you have available for a specific visitor. Properties are organized as cards, you can expand and collapse to see the properties that are part of each card grouping. Some properties are cards are created for you by default, you can add custom cards and properties.
In the upper right corner is a profile identifier for visitors who have a login to your site/application you will also see the user account properties and the first and last visit dates. Click the ellipsis to see the consents granted by that visitor.
The Visitor profile interface provides you with Analytics and Profiling information. Let's examine Analytics next.
The analytics tab provides insight into the profile engagement across your digital experiences. You can view these metrics for all the sites running on your platform or just the current site. Built in analytics allow you to view your visitor’s activity over multiple time frames. You can expand or collapse sections showing Pages viewed by tags, Campaign tracking, Goals and Visitor sessions.
Based on your activity in this tutorial, you should see at least one goal conversion and one or more visitor sessions (a session represents a period of activity).
Let's switch across to the Profiling section by clicking it at the top of the page.
The profiling tab provides an understanding of how the visitor’s behavior has been profiled based on the interests, scores, dynamic segments and lists you have defined. The Interests tab breaks down the different Interest Values assigned to the given user profile - you should see the values you created at the beginning of the tutorial.
The default view provides you with a simple chart for interests, this can be changed to list view.
The Scores tab lists any Scoring Plan a user is a member of as well as their score within the context of the plan, the Dynamic Segments tab lists any segments the user is a member of and the Static Lists tab shows membership of any lists.
By default Jahia provides a preconfigured list of properties, grouped into cards, for the profile definition. To change or add properties navigate to jExperience>Global>Settings>Profile Properties Manager.
From the Properties Manager home page, you can see every Card (the user defined groupings for each property) as well as the Properties contained within each Card. To edit or delete an existing property/card, click the Pencil or Trash icon. Use the + symbol to add a property.
Let’s start by creating a new property card with a new property
Let’s create a custom property called User Type. Mandatory fields for a property are property Id and property name. The data type for your property can be text, boolean, date, email or number, and you can specify if you would like the property to be multi-value (useful for form selections that allow multiple responses etc).
Now that you have a custom property, let’s create a rule to populate it.
Navigate to jExperience>Global>Integrations>Rules. The rules dashboard may be empty on your system, but not for long!
Rules are used to define which actions, including property updates are associated with specific events in your system. Rules have three types of information required.
1.When they are triggered. You can use them to react to a goal fulfilled, a login, a consent change and more. For a list of event types you can use visit Creating rules on events in the Academy.
2. Who the rule applies to. A rule may apply to any visitor, or only to a specific segment.
3. What happens. You can set a profile or session property, send an email or add a visitor profile to a list. With Jahia StackConnect you have options to execute a variety of third party processes, see Jahia StackConnect for more information.
Let’s create a rule to fill in the custom property you created:
To test your rule, you will need to fulfill the goal event again so that your rule can trigger. Repeat the steps from Test your goal before returning to jExperience>Global>Audience>Profiles to see if your custom property is updated.