Interactions form the dataset, on which Progress Sitefinity Digital Experience Cloud relies for all data calculations. Interactions are responsible for the following:
Progress Sitefinity Digital Experience Cloud utilizes a specific interaction structure:
In this structure, interactions are ordered sets of attribute values.
As an integral part of contacts’ overall interaction history, interactions serve as digital footprints. To do so, interactions need to be related to contacts’ profiles, so that Progress Sitefinity Digital Experience Cloud is able to provide meaningful insights. This relationship is ensured by the Subject attribute of interactions. This attribute must contain the contact’s identification in the origin data source.
From the perspective of conversions, interactions form the building blocks used by marketers when they define what a conversion is. These blocks are formed when Progress Sitefinity Digital Experience Cloud groups the interactions in a data center by their Predicate attribute. The actual comparative values are the values of the Object attribute for a given predicate. In other words, each predicate along with its object values form a single building block.
When a marketer selects a predicate and a specific Object value that describe a specific conversion, the resulting Predicate-Object pair is called a feature. The set of features available to the marketers is populated by the distinct Predicate-Object pairs in a data center.
Similar to conversion definitions, the recommendations, which Sitefinity Digital Experience Cloud calculates, are features of a specific building block. Recommendations originate in the interactions from the interaction history of the contacts, who already made the conversion and who belong to the analyzed segment. The difference between the recommendations and the conversion definitions is that a recommended feature may not actually be available in the data center as a distinct Predicate-Object pair. This is possible because the Progress Sitefinity Digital Experience Cloud can fold the objects of the features in a specific building block.
Literary, to fold the objects means that Progress Sitefinity Digital Experience Cloud can group the features of a building block by the beginning of their object values. This additional action is performed by Progress Sitefinity Digital Experience Cloud for some of the features when they have a relatively small number of occurrences inside the building block. The result from folding few features is a new feature with an object value received from the common part of the previous object values.
As a result of this interaction processing, marketers can precisely define the conversions they track. Marketers can use either one of the existing Object values for the selected predicate, or a part of an Object value, or still, a custom value.
In the context of integrating Integration data, it is fairly easy to determine the data source, the subject, the time stamp (if it is preserved at all), and the IP (if it was collected). The predicate and the object, as the ACME example in the next article demonstrates, may not always be so obvious.
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