Presentation from the Tealeaf EMEA Customer Forum on May 15, 2012

1. Creating “Smarter” Systems using
Tealeaf 8 Advanced Eventing
Vernon Wyatt
Founder / CEO
vernon@siteconversion.net
Twitter: @TealeafExpert
May 15, 2012

2. KEY FINDING:
"Poor online user experience, coupled with a lack of insight
about why customers are abandoning websites, is costing
businesses billions of dollars / pounds - more than $50 billion
lost in the US and around £14 billion lost in the UK in the last
year."

3. "weighted sort....great addition to
the portfolio of techniques that "hope that web analytics
Analysis Ninja's will use to find
vendors like Adobe, IBM,
insights faster and focus on
what's important." Yahoo! will take a step
back...stop puking data...
spend resources on making
tools smarter, a bit more
intelligent."

4. Advanced Mode Overview
- What is it?
- Training Resources
- Use Cases
- Key Concepts
- Simple Example
- Best Practices

5. How does Tealeaf feel about
Advanced Mode?
What is it?
Javascript based language that
runs in the Google V8 Javascript
Engine with extensions specific to
the Tealeaf data model (Session, Hit,
Fact, Fact Collection, Pattern Collection and
Pattern)
Training Resource
Detailed tutorial on the
community site
https://community.tealeaf.com/display/tealeaf80/Tealeaf+EES+Tutorial

6. Advanced Mode Use Cases
Data Cleansing
- Replace most data manipulation tasks you were
doing in privacy rules or tcl scripts
- Omniture formats (json,html comment)
- Concatenate Strings (Date of Birth, Check-in Dates)
Implement Smart Algorithms
Compare items across pages
- Monitor price changes between page
- Behavior based Bot detection
- SEM "Matching Algo" (Search Term/Keyword/Landing Page)
Compute Values
- Compute a "Struggle Score"
- Calculate a total amount of upgrades

7. Key Concept: Naming Convention
TLDM8.F_E__CHK_STEP_6___ORDER_CONFIRMATION_CF__634320910674998654
<namespace>.<type>__<name>__<timestamp>
namespace where Time in
type of object
the object resides. microseconds when
F_E = Fact of Event
Each system is the event was first
E = Event
different saved

8. Key Concept: Event Trigger
Advanced mode events
are triggered on the
same situations as a
basic event.

9. Tealeaf Object Details

10. Object Relationship
($F) Fact Collection
Home Page Session ($H) Hit
Object Object
----- -----
Fact
----- 123 Object
---- 1 -----
Invalid
Login
Product Page
($H) Hit
Object Fact
----- Object
-----
124 pageGen
2 > 20
Services Page
Session ($H) Hit
Object Object
Fact
----- ----- Object
SA.3 125 -----
Invalid
3 Login

11. Simple Advanced Mode Example
Trigger: Every Hit
Condition: If Status Code of current hit is 404
Action: Increment the Fact for the HTTP 404 Event
1. function TL.E_HTTP_404() {
2.
3. if ($H.StatusCode == 404) {
4. // Set fact for Report Group
5. $F.setFact("TL.F_E_HTTP_404",1);
6. }
7. }

12. Defined Event Exist is Session
Trigger: End of Session
Condition: Did the "Invalid Login" event exist in session?
Action: [do action]
if ($F.factCount("NS.E_INVALID_LOGIN") > 0)
{
[action]
}

13. Advanced Mode Best Practice
- If you are just starting, review existing basic
mode event in advanced mode
- Don't create an advanced mode event from
scratch (wrapper event)
- First create all your dependent hit attributes,
events, session attributes, report groups in
basic mode
- Create your advanced mode event in basic
mode as much as you can, then switch to
advanced mode
- Don't change the name of event
- Save as you go
- switching between advanced mode and basic
will cause you to lose your code
- Refresh JavaScript skills: codecademy.com
- Regular expression tester: regextester.com
- Discuss with Tealeaf Consultant on
implementation

14. Advanced Mode in Tealeaf

15. How to Use the Data
Real-time Integrations
• Struggle score to trigger chat window or click to call
• Enhance real-time fraud detection
• Proactively email customer support on HIGH struggle
scores
Offline Integrations
• Demographic Data
• MVT factor - struggle score could be an additional factor in
validating test results
Segment
• mobile vs mainsite
• booking success vs abandonment
• Group scores LOW, MEDIUM, HIGH, OH My! for easier
reporting and trending
Other
• Segment VOC Sessions with HIGH struggle score. Daily
report for your site conversion team to start investigating
• Struggle score as a KPI
• Use the score as a dimension in reports
• Create custom search result template for easy viewing

16. Vernon Wyatt
Founder / CEO
vernon@siteconversion.net
twitter: @TealeafExpert