Customer Experience Management (CEM) aims to empower and delight customers by (among other means) giving web visitors exactly the information they need, in the right form, at the right time. Doing this reliably, in real time, can be a challenge. It requires Web Content Management software that can aggregate relevant user information from a variety of sources so as to drive intelligent provisioning of content on a page according to predetermined strategies.
Adobe's Web Experience Management offering (part of the new Adobe Digital Enterprise Platform) rises to this challenge with a patent-pending technology called the Clickstream Cloud.
The Clickstream Cloud represents a dynamically assembled collection of user data that can be used to determine exactly what content should be shown on a given web page, in a given situation.
To see the Clickstream Cloud in operation, simply type Ctrl-Alt-C from within any web page. The Cloud summary toggles into view.
A variety of types of information are shown for the given user:
Profile data typically shows the user's registration data (assuming the user has registered with the website): Name, e-mail address, occupation, age, mailing address, phone number, and any other information the user has previously submitted in a registration process. This could also include social network information, data pulled from a CRM system, etc.
Tag cloud data shows the tags that were of interest to this user. Mousing over any of the tag names causes a tooltip to appear, showing the number of times the user has accessed a particular tag.
Page data shows the number of times the page has been visited, the page's title, and the Random factor as used in the random strategy of a campaign.
Surfer info shows the IP address, keywords used for search engine referral, the browser being used, the OS (operating system) being used, the screen resolution of the device the visitor is using to view the web page, and the mouse X-Y position on the page.
Events shows activity-stream information from SiteCatalyst.
Resolved Segments shows which (if any) defined segments of a marketing campaign have been matched.
Several things make Adobe's implementation of the Clickstream Cloud unique:
- Much of the information (such as info about the user's viewing environment) is derived on-the-fly, in real time.
- Marketers can experiment with different user-data values to see changes to a page in real time (for purposes of trying different campagin strategies). The Edit button in the upper right portion of the panel allows for manual editing (overriding) of user-data values.
- The Clickstream Cloud is extensible. You can add a new (custom) session-store object whose contents can be displayed in the panel.
- Non-volatile information shown in the Clickstream Cloud viewer is persisted on the client side (in a cookie), relieving the server of having to maintain (and then transport back and forth) large amounts of user data.
Because user info is persisted on the client, concerns over privacy and control of potentially sensitive user data are easily allayed: The user has ultimate control over the data.
The Clickstream Cloud is a container for different data stores (also called session stores), which extend either CQ_Analytics.SessionStore (for values computed on page load) or CQ_Analytics.PersistedSessionStore (for values persisted from one page to another).
Each data store is built up of property pairs (names and corresponding values) and represents a logical collection of properties (for example, profile properties).
The default session stores available in Adobe WEM can be obtained from a call to CQ_Analytics.ClickstreamcloudMgr.get(), which returns an object with properties of:
profile (correponding to CQ_Analytics.ProfileDataMgr)
eventdata (correponding to CQ_Analytics.EventDataMgr)
tagcloud (correponding to CQ_Analytics.TagCloudMgr)
pagedata (correponding to CQ_Analytics.PageDataMgr)
surferinfo (correponding to CQ_Analytics.SurferInfoMgr)
mouseposition (correponding to CQ_Analytics.MousePositionMgr)