Nordic Sugcon xdb crash course
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xDB is Sitecore's customer experience database that centrally stores experiences like website visits, phone calls, and product purchases. It consists of a processing server that collects and processes this experience data which is stored in a reporting database. The API allows you to collect additional external data like membership details and call center interactions, process it, and run reports on the centralized experiences.
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Nordic Sugcon xdb crash course
- 1. Sitecore xDB A Crash Course Todd Mitchell, @agenttmi Technical Product Manager, Sitecore
- 2. @agenttmi
- 4. What is xDB?
- 8. Model Contact Interaction Web Visit Phone Call Hotel Check-In Email Opened Outcome Ticket Purchase Product Purchase Signed Phone Contract
- 10. 10 ⁞Server Roles Content Delivery Content Authoring Processing ReportingCollection Experience Management Experience Database
- 11. Infrastructure 11 xDB Processing Server Reporting Server Search Index Reporting Database MongoDB Content Delivery Cluster Session State Server (Sql or Mongo) CD 1 CD 2 CD 3 Content Authoring Content Authoring 1 Content Authoring 2 Session State
- 12. Infrastructure – Content Delivery 12 Content Delivery Session State Database Tracker Content Delivery Tracker Content Delivery Cluster
- 13. Shared Contact Private Interaction Collection Database Goal Page Page Contact (if exists) Tracking web sessions Delivery Cluster Session
- 14. key behavior cache 14 Fast loading customizable cache of recent key behavior and events Enabling personalization on historical behavior
- 15. @ Scale 15 Content Delivery Cluster Session State Server (Sql or Mongo) CD 1 CD 2 CD 3 Content Delivery Cluster Session State Server (Sql or Mongo) CD 1 CD 2 CD 3 Content Delivery Cluster Session State Server (Sql or Mongo) CD 1 CD 2 CD 3 xDB Processing Server Reporting Server Search Index Reporting Database MongoDB Content Delivery Cluster Session State Server (Sql or Mongo) CD 1 CD 2 CD 3
- 16. Part 2 API
- 18. Background – Who’s the Brand? 18 ⁞ Jetstream airlines
- 19. Background – External Systems 19 ⁞ Membership database ⁞ Call Center system ⁞ Ticket Booking System
- 20. Jetstream wishes to own the experience… for all individuals interacting with their brand
- 21. … using all data known for an individual
- 22. The Problems… 22 ⁞How do I 1. Use my membership data in Sitecore xDB? 2. Use interactions from my Call Center? 3. Leverage ticket purchases from my booking system?
- 23. Problem 1 Using membership data
- 24. Using membership data 24 ⁞ Jetstream’s membership system has the following attributes per user… ⁞ Member Id – unique identifier for their users ⁞ First Name, Last Name ⁞ Membership Status – Silver, Gold, etc. ⁞ Preferred Seat
- 25. Solution 25 ⁞Extend the contact ⁞ Facet Technology ⁞ Unified Contact Model ⁞ Contact Bulk Import
- 26. What is contact facet technology? 26 ⁞ Enables extensibility model on Sitecore’s Contact ⁞ Used internally ⁞ Ship with a default set of attributes (name info, email addresses, phone numbers, etc.) ⁞ Scales since it’s part of the Contact
- 27. Unified Contact Model 27 ⁞ Centralizing Key Fields ⁞ Default Attributes (first name, last name, etc.) ⁞ List of email addresses with bounce count ⁞ List of Addresses ⁞ List of Phone Numbers ⁞ Consent Revoked ⁞ Communication Revoked
- 28. Designing the contact… 28 Determine which attributes the you want available in your web presence.. A few factors.. 1 . Identification strategy 2 . Personalization strategy 3 . Segmentation strategy
- 29. Identification leads to Merging 29 ⁞ Happens when you call Tracker.Session.Identify ⁞ It’s expected you customize this for the brand’s specific facets
- 30. Defining Facet Technology 30 ⁞ Brand Attributes ⁞ First Name, Last Name ⁞ Member Id – unique identifier for their users ⁞ Membership Status – Silver, Gold, etc. ⁞ Preferred Seat
- 31. Contact Bulk Import 31 ⁞ Queue up large numbers of new or existing Contact’s to be stored in xDB ⁞ Customize specific attributes to be updated
- 32. Problem 2 Using experiences from Call Centers
- 33. Using experiences from Call Centers 33 ⁞ Jetstream’s call center handles thousands of calls per day… 1 ) They want to collect the results of the call per contact… 2 ) Personalize the web experience based on the phone call’s result…
- 34. Solution 34 ⁞Import Interactions ⁞ Channels ⁞ Venues ⁞ Touch points ⁞ Interaction Registry API
- 35. Channel 35 ⁞Source of the interaction
- 36. Venue 36 ⁞Physical location of the interaction
- 37. Touch point 37 1.Interface between a contact and a brand
- 38. Interaction Registry API 38 ⁞ Enables you to import interactions ⁞ Uses same execution model as a web session…
- 39. Problem 3 Leverage ticket purchases from my booking system
- 40. Using the booking system’s data 40 ⁞ Jetstream has a centralized booking system for flight and vacation purchases. 1 ) They wish treat this information as experience data to use for personalization.. ⁞ Surveys ⁞ New offers
- 41. Solution 41 ⁞Register Outcomes ⁞ Significant events planned by the brand.
- 42. Outcomes 42 ⁞ Outcome is not a Goal ⁞ Can have Monetary Value ⁞ Directly associated to the contact… Interactions Interactions Goal Goal Interactions OutcomeInteraction Interactions
- 44. Quick Recap..
- 45. The Problems…done. 45 Membership data in Sitecore 8 Facets, unified contact, Bulk import Experiences from my Call Center Interaction registry Leverage ticket purchases from my booking system Outcomes
- 47. Collection Database Reporting Database Contact Segmentation Index Processing Service Aggregation task Blue arrow : data fetched Orange arrow : data Processing data flow
- 49. Contact Processing 49 Executes when a contact is 1 )Created 2 )Updated 3 )Obsoleted
- 50. Interaction Processing 50 Executes when: 1 ) Web session is completed 2 ) Via Interaction Registry
- 52. Collection Database ReportingService Content Management Processing Service Aggregation task Blue arrow : data fetched Orange arrow : data Reporting data flow Reporting Database Contact Segmentation Index
- 53. Reporting/Query API 53 Querying data from xDB ⁞ SQL ⁞ Mongo ⁞ Contact Segmentation Index
- 54. Querying Mongo directly 54 ⁞ Try to only do this when using an indexed field. ⁞ ContactId ⁞ Identifier
- 55. Querying Contact Index 55 ⁞ Uses Sitecore.ContentSearch API ⁞ Use when you wish to search across a contact’s behavior ⁞ Interactions ⁞ Goals ⁞ Campaigns ⁞ …
- 56. Querying Reporting database 56 ⁞ Accepts T-SQL ⁞ Executes against reporting database ReportingService Reporting Database Content Management
Editor's Notes
- Gold star – supports strongly typed facets Custom values will be replaced by facets
- Xdb is a product meant to be separate than content delivery. It constsis of 3 server roles – collection, processing, and reporting You put CD clusters around the world, then centralize xdb
- Designing the contact… Some factors to consider… How do you wish to identify a contact? 8.0 supports a single unique identifier per contact. What attributes about the contact do you wish to use for personalization? Since we can index this data in our contact segmentation index, it can later be used to create lists and segments.. Let’s say you wanted to send an email to all Gold level members using ExM. Storing this in xDB enables it.
- Talk about the pipeline and the single merge point… so brands can implement their logic.. Talk about future version of this using better queuing Talk about the idea is to enable updates to massive numbers of contacts while maintain a stable system.. I.e. not eating all the CPU time on the processing server to import millions of contacts.
- Call center handling thousands of calls per day… Each call they can identify the customer by their member id… They wish to collect each these experiences including the result of the call… Did a booking occur? Was the customer angry? Did they upsell a vacation package?
- Sitecore 8 introduces support for channels… This replaces traffic type… You’ll still see traffic type in the system as we’ve begun to obsolete it and expect it to be out fully by 8.2’s release A channel is the source of an interaction… in this case it would be a phone call Sitecore 8.1 introduces venue… A venue is the physical location of the interation.. Some example venues are a the call center where the phone call took place
- Channel is a new field on the interaction that replaces traffic type. While the traffic type is still found in the system, it’s obsolete and will be removed in the coming versions. Note: There is configuration which maps old traffic types to channels. Venue – coming in 8.1 defines the physical location of an interactions… so for instance, if we consider scanning badges at symposium, we could say the venue was Barcelona\Symposium\room 1702 Or tracking a POS transaction at Starbucks Copenhagen central station – the venue could be Denmark\Copenhagen\Store 1702 Touchpoint – interface between a contact and a brand… for us at Sitecore – this is the page or content item representing the page view. Essentially we just need to tie a specific content item to a subject in the call center or kiosk. A bit more on the kiosk example – we can connect the
- Venue – coming in 8.1 defines the physical location of an interactions… so for instance, if we consider scanning badges at symposium, we could say the venue was Barcelona\Symposium\room 1702 Or tracking a POS transaction at Starbucks Copenhagen central station – the venue could be Denmark\Copenhagen\Store 1702 Touchpoint – interface between a contact and a brand… for us at Sitecore – this is the page or content item representing the page view. Essentially we just need to tie a specific content item to a subject in the call center or kiosk. A bit more on the kiosk example – we can connect the
- Touchpoint – interface between a contact and a brand… for us at Sitecore – this is the page or content item representing the page view. Essentially we just need to tie a specific content item to a subject in the call center or kiosk. A bit more on the kiosk example – we can connect the
- The interaction registry enables you to model a full interaction as if it has already occurred and you just need to collect it in xDB. This uses the same execution model as a page view or even whole session in a Sitecore web session. So for instance, you can model the entire interaction for a phone call by creating an interaction record along with a touchpoint (or content item) and push that into siteceore. The tracking field still works which means any campaigns, goals, and behavior profiles will still be tracked and triggered for the contact.
- Sitecore 8 introduces support for channels… This replaces traffic type… You’ll still see traffic type in the system as we’ve begun to obsolete it and expect it to be out fully by 8.2’s release A channel is the source of an interaction… in this case it would be a phone call Sitecore 8.1 introduces venue… A venue is the physical location of the interation.. Some example venues are a the call center where the phone call took place
- Outcomes are a significant event planned by a brand… and it can have financial value In our example case – booking a ticket is a significant event.. When compared to a goal.. A goal is something the contact achieves with-in an interaction and it stays with that interaction.. An outcome goes beyond it.. Examples – Brands that negotiate contracts – Signing an NDA eCommerce site – purchasing a package Airlines - buying an International Ticket
- Using the outcome manager you can manage outcomes for a given contact… Stored in their own collection Can be associated to an interaction Can personalize on outcomes.. Can have custom values… Additional reporting is targeted around v8.2
- Ensuring scalability security, without allowing direct web access And supporting full integration to other Sitecore products?
- In 8.0 Products like xfile query directly against xdb using the mongo query yet always have a contact id xAnalytics queries against the reporting database Searching for contacts is always done against our segmentation index
- In 8.0 Products like xfile query directly against xdb using the mongo query yet always have a contact id xAnalytics queries against the reporting database Searching for contacts is always done against our segmentation index