Path analyzer presentation (SUGBY #6)

SUGBY
Meetup #6
Path Analyzer for
Marketers and Developers
Alexei Vershalovich. Brimit. 2017.

Path Analyzer Demo
SUGBY – Sitecore Path Analyzer
Meetup #6

Meetup #6
Path Analyzer Sitecore definition:
The Path Analyzer is an application that enables you to create a
map that shows the sequential paths that contacts take as they
navigate through your website.
Path Analyzer vs Page Analyzer?

Meetup #6
Contact navigates through website = Interaction
МистерХэнки
Engagement Value
A.Shyba©

Interaction Sample
Meetup #6

Page Event
 Track visitor activity on a website
 Insignificant Digital result with Engagement Value (points)
 Less important but meaningful to track
Goal
 Significant Digital result of a dialog between a contact and a
brand (most of the time on the website)
 Measured with Engagement Value (points)
 Inherited from Page Event and enables Analytics Taxonomy
 Managed/Triggered by both Marketer and Developer
Meetup #6

Outcome
Sitecore: “the business significant result of a dialog between a
contact and a brand.”
 Has nothing to do with Events/Goals
 Assumes contact is identified (requires CоntactID)
 Does not have fixed MonetaryValue
 Triggered programmatically with variable MonetaryValue
Example?
Meetup #6

Ultimate marketer job is to:
Continuously engage and force contact
to earn Engagement Value until it
triggers Outcome
Marketers and Editors produce content
(pages, emails, posts, discounts,
coupons, etc) intended to provide value
to contact, engage with contact
How effective is each content element and overall journey?
Engaged Kyle
Meetup #6

Path Analyzer – is a report about interactions, its visits and
value aggregated by pageurl/pageevent. Nice report!
Path Analyzer is able to report on all of these different
components visually with maps.
• Goals
• Outcomes
• Assets
• Channels
• Experiences
Meetup #6

Very simplified Path Analyzer Demo
- Day1 multiple interactions – no value
- Day2 single interaction (similar path) with goal triggered
and Engagement value
- Day3 single interaction (different path) with goal
triggered and Engagement value
Meetup #6

Path Analyzer – is a visual map of aggregated interactions
Path Analyzer is able to report on all of these different
components visually with maps.
• Goals (filter)
• Outcomes (filter)
• Assets (filter)
• Channels (filter)
• Experiences (content & filter)
Meetup #6

Path filter
Filters Map showing all paths in and out of filtered page/path
Funnels (predefined path filter)
Well-defined sequence of steps that contacts are expected to
take
I.e. Ecommerce (checkout funnel)
Metric filter
Filter nodes by key metrics (visits, value, value per visit)
Meetup #6

Path Analyzer map types
 Page Maps – Maps built from Page visits
 Experience Maps – Maps built on Channels, Goals, Events
and Outcomes
Grouping Data (Product category, Product Detail)
Nodes will be grouped by the Sitecore data template from
which they were created.
Meetup #6

Marketers focus and key use cases
 Exploring path from/to a particular page
 Macro-level path Analyses
 Exploring campaign/channel traffic
 Analyzing map for a particular segment
 Exploring paths leading to a goal/outcome
Marketers TODO:
 Create sitemap for each site
 Create Goal maps for most important goals
 Create Outcome maps for most important Outcomes
 Create maps for most important Campaigns and Channels
Meetup #6

Marketers have
to focus on
engagement
value
Meetup #6

Marketers can setup new maps
Most likely developers will setup a map.
Demo: Setting up custom sitemap Demo
Meetup #6

Developers focus
 Setup maps
 Make sure events/goals triggered, outcomes registered
 Make sure PA works (deployment, configuration)
 Build new filters (rules)
 Build new map types
 Use aggregated data for business logic, segmentation
Meetup #6

How is it built?
UI
Silverlight
100% JS based (Sitecore 8.2+)
React/Redux(State Management)/D3.js (Charts)
Backend
Meetup #6
Sitecore.PathAnalyzer.Client Sitecore.PathAnalyzer.Services Sitecore.PathAnalyzer
Sitecore UI/Backend Tree data API, service,
bindings, controllers
Map constriction, aggregation,
definitions and repositories

How does it work
Map deployment & Aggregation
https://kb.sitecore.net/articles/766858 (v8.0 out of date)
newMapAgent -> TaskHandle (mapWorker) -> TreeAggregator
(initialize contexts/storages/filters/ collectors)
-> TreeBuilder (PageTreeBuilder, ExperienceTreeBuilder)
DB tables (sample data demo)
[Sitecore.Analytics].[TreeDefinitions] [Sitecore.Analytics].[Trees]
Map definition (rules and filters are there)
Meetup #6

Path Analyzer Developer tools
/admin/RedeployMarketingData.aspx
 Redeploys each map
No, it does not, unless you clean Tree data
/admin/PathAnalyzer.aspx
 Rebuilds all deployed maps from Historic data (very time
consuming, 120k interactions took 4+ hours)
 Upgrade from 8.0 to 8.1 and higher
Meetup #6

Important configuration settings
 Site Map group Site Name filter
 Entry Page is a default Home item
<setting name="PathAnalyzer.Aggregation.MapDeployDateOffsetPadding" value="00:30:00"
patch:source="Sitecore.PathAnalyzer.config"/>
DeployDate will be DateTime.UtcNow.Add(MapDeployDateOffsetPadding)
25616 19:58:47 INFO [Path Analyzer](.) Starting map rebuild. Total: (1)
25616 19:58:47 INFO [Path Analyzer](.) Resolved cutoff date = (7/2/2017 5:05:56 PM)
25616 19:58:47 INFO [Path Analyzer](.) Cutoff date isn't reached. Will reschedule for later.
<setting name="PathAnalyzer.Pruning.VisitCountThreshold" value=“2" />
<setting name="PathAnalyzer.Response.NodeNameResolvingMode“ value=“0” />
Meetup #6

Demo: Path Analyzer New Map Type
Problem: Page map & Engagement map filter out entire
interaction
Demo to setup filter by pages inside interaction
New Map Type: Filtered Page Map
Meetup #6

Thank you for attention!
Meetup #6

Path analyzer presentation (SUGBY #6)

More Related Content

Similar to Path analyzer presentation (SUGBY #6)

Recently uploaded

Path analyzer presentation (SUGBY #6)