蜜豆视频

Transcript

If you鈥檙e one of those people who has to get data to 蜜豆视频 Solutions, or even non 蜜豆视频 solution, you鈥檙e aware of the last four big trends happening. First, the trend around performance. Everyone鈥檚 getting hammered to have the higher performing apps in higher performing sites, milliseconds matter. The next is privacy. The same teams that are in charge of getting data where they鈥檙e supposed to be in dealing with performance are also being told to deal with privacy and changing laws, and make sure that the company doesn鈥檛 get sued. And then there鈥檚 changing technology, the browsers are changing and deleting third party cookies. And of course, the simplicity of data is getting harder to manage. There鈥檚 more and more solutions that require data. So this is why we鈥檝e created the new 蜜豆视频 Experience Platform Web SDK and 蜜豆视频 Experience Platform Edge Network. It鈥檚 the biggest change in data collection and personalization, since the first eVar, which was back in 1998. So it鈥檚 about time for us to shift things a little bit when it came to data collection. Now our objective was simple and simple as in quotation marks because it鈥檚 supposed to sound simple, but I can guarantee it wasn鈥檛. The first is we wanted to create one 蜜豆视频 JavaScript library to replace all of the current ones. And yes, you heard that correctly, to replace at measurement at.js, the visitor ID, all of our JavaScript libraries, replace them with one JavaScript library, not just push them together and squish them together, but really rewrite it from scratch, have one 蜜豆视频 beacon, have one data stream, have one server side destination, one place that you鈥檙e sending your data, not lots of different domains and lots of different endpoints, but one that鈥檚 first party manage for all of your 蜜豆视频 application and 蜜豆视频 Experience platform and third party use cases to give you total control of your data from the first millisecond to the last. This is a radical change. And let me express it a little differently. If you鈥檙e again or that person who has to get data into 蜜豆视频 Solutions, you鈥檙e used to managing four or five JavaScript libraries. In this representation, what we鈥檙e saying is that the sources or channels of data, would be a web SDK, a Mobile SDK or server side API, but that the data that you鈥檙e streaming to 蜜豆视频 should be use case for solution agnostic. That means you should never be tagging a website for an eVar or Embox, or any other felician proprietary schema. Just sending name value pairs, we call this XDM. XDM is our format for name value pairs, but sending name value pairs to one edge network. It鈥檚 the one of the largest globally distributed, edge networks in the world. We鈥檝e been doing this since before it was an industry. We handle Disney plus and the apple keynotes and the Super Bowl and World Cup and everything else, one of the largest networks on the planet for collecting data. We鈥檝e never told you about it because we鈥檝e never given you access to do anything on it before. But today we鈥檙e changing that, you鈥檙e sending one stream of data to this first party domain managed single endpoint. So it鈥檚 sending data to you. And we鈥檙e just enabling it. And then we are using this globally distributed edge network to remap and adjust the data to the format鈥檚 required for 蜜豆视频 Solutions and sending it to those solutions in real time. And so this network data goes from in the case of websites, you can follow that top line, it goes from websites and in a solution agnostic format, name value pairs, directly to the platform, audience manager, target or bi directional, meaning the payloads for personalization are coming back through there and analytics if you鈥檙e using what we would suggest for name value pairs, you can use whatever you want, an XDM, but if you use what we suggest we can map those things on the fly to common 蜜豆视频 Analytics variables and then allow you to use processing rules to change anything else you need to deliver. So instead of spending a ton of time, wrangling code on the site, you鈥檙e actually sending easy to understand streams of data to one endpoint, and then mapping it server side to the different destinations and formats that it requires. So if you鈥檝e got, you know, 500, or 5000 sites that need eVar seven turned to eVar 14, you do it in one place at the edge instead of going in to launch and doing it each individually. Now, this new JavaScript library, this SDK, as well as our Mobile SDK, and forthcoming server to server API鈥檚 all managed with a launch and make it really easy for you to manage all of this. And what this means is faster performance. Our new web JavaScript library is 80% smaller than using our traditional JavaScript libraries and 70% faster. In fact, you鈥檙e not going back and forth with user IDs, you鈥檙e able to just quickly add the IDs either on the browser or being forwarded from the edge. It鈥檚 privacy is baked in to the first millisecond, we don鈥檛 do anything until you tell us to do it across all of the technologies that use this new web SDK. So many technologies are trying to cram consent in from some other direction. And we have a baked in from the beginning. It鈥檚 all first party domain managed. And so if third party cookies are being deleted, it鈥檚 not going to affect your first party ID with 蜜豆视频. And we鈥檝e simplified everything, you鈥檙e sending a simple, easy to understand data stream and then formatting it from the edge. There鈥檚 more. So if you鈥檒l notice when I talked about these things about our simple plan one, there鈥檒l be JavaScript library, one 蜜豆视频 container type, one data stream to one-server side destinations, first party domain, and then all 蜜豆视频 applications, the 蜜豆视频 Experience platform and third party use cases. Now I kind of just talked about that really quickly. But we just showed you how we can go and have these streams of data, go to one network and then go to these other 蜜豆视频 Solutions. And that solves 蜜豆视频鈥檚 data collection. But your data collection as a customer is much bigger than that. Because you could have dozens if not hundreds of endpoints, that you鈥檙e trying to send data to as quickly as possible. Maybe it鈥檚 another application for analytics. Maybe it鈥檚 your own data lake, maybe it鈥檚 some sort of messaging service to tell people what鈥檚 going on. And so instead of just solving it for us, we took the same framework of launch and actually put it on top of this edge network. And our goal is to solve all of your other endpoints, all of your data collection, think of this as data collection as a service, be able to send it to any endpoint, all through launch. And because it鈥檚 built through launch, launch server side, will also have the ability for you to build your own extensions and for our partners to build extensions. It鈥檚 an open and extensible framework or an ecosystem or platform for sending data wherever it needs to go. And that鈥檚 a huge important message, is that when it comes to the flexibility of sending data where you need to, we鈥檙e not a Blackbox, we鈥檙e opening up this revolutionary technology so that you and us and our partners can all build on top of our new edge network. We are announcing at 蜜豆视频, a single web SDK, a JavaScript library that does all of the work more effectively than the current analytics, audience manager target, and ECID libraries. It sends data in name value pairs, which we call XDM, but XDM is just a format for name value pairs. Think of it as our wrapper around JSON. We鈥檙e sending name value pairs to one endpoint, which is first party managed, the 蜜豆视频 Experience Platform Edge Network. It is one of the largest edge network data collection networks on the planet, san to compliant, real time optimized and at the edge, you鈥檒l be able to format data directly to the platform to 蜜豆视频 analytics to audience manager and to target with better and easier to use consent, better performance, first party domain ID across all of our solutions, as well as a steady, easy to understand, semantically sound data stream that鈥檚 agnostic to any of these solutions. You鈥檙e turning things on server side. And we now are announcing launch with server side features for taking that same stream of name value pair data and remapping it to any other endpoint. It鈥檚 an open and extensible framework for others to build extensions as well. So thank you so much for this. If, again, you鈥檙e one of these guys or girls are like I forgot to get data into these systems. What we just said, is a big deal. We think it鈥檚 the next big step for enterprise data collection. There鈥檚 a lot of other companies that are trying to solve one or two or maybe three parts of your real data collection needs. We鈥檙e here to solve all of it, from the first millisecond, every millisecond after that, a company that鈥檚 been around here doing this for decades, and we鈥檒l be here in the future and make sure that we鈥檙e committed to your success. Thank you. -

Transcript

During this session, I鈥檒l be walking you through an end to end scenario, for the 蜜豆视频 Experience Platform Web SDK. The Web SDK will send data, to our next generation Experience Edge Network, which will direct the data to 蜜豆视频 Experience Platform, as well as experience cloud applications, like 蜜豆视频 Analytics, Target and Audience Manager. By the end of this video, you鈥檒l have seen, an 蜜豆视频 Experience Platform Launch Rule, fire a Web SDK Beacon to the Edge, where that data will both populate into our applications, as well as receive a personalization response, from 蜜豆视频 Target. Let鈥檚 get started.

To kick things off, we鈥檒l start an 蜜豆视频 Experience Platform Launch. Here, I鈥檒l define my Edge configuration, in order to teach 蜜豆视频 where to send data, from my Web SDK requests that have been made.

Here, I get the opportunity to configure the destinations, for my experience platform data sets, my 蜜豆视频 Target client code, key settings for 蜜豆视频 Audience Manager, and, of course, the report suites, that I need to send data to within 蜜豆视频 Analytics.

From here, I can then move to my Launch property.

Within my Launch property, I can find the extension, for the experience platform Web SDK, and begin my configuration.

As you can see, the most important item, is aligning this Launch property, with the Edge configuration that I just defined previously. Here, I can ensure that all of the calls being made, from the Web SDK are sending data, to the correct destination, depending on which Launch environment I鈥檓 in. There are plenty of other settings in here, like privacy, identity and personalization as well.

Once I鈥檝e told the SDK where to send the data, I鈥檒l begin prepping the data for consumption, and Launch this is accomplished by defining a data element.

Think of a data element as Launch鈥檚 version, of a dynamic variable that can be used, in both rules and tags, so that data is properly formatted for your tag.

For the Web SDK, we need to format the data, as an XDM object, which is short for experience data model.

To do this, I simply find the preselected schema, that I defined within experience platform, and populate all of the fields that are necessary, in order for me to differentiate, this particular data element within Launch. As you can see, I have the option to use other data elements in order to populate this data, so I could find my page name, data element, for example, or I can also hard code any information, that we need to as well, by just simply entering the values right here within the UI.

Now that the data is formatted, I have to teach Launch, when and where to send this data, to the Experience Edge Network. To do that, I will create a rule in Launch, that fires at the top of my page.

This ensures that every single time, the Launch library is loaded, my tag will fire. You鈥檒l notice I haven鈥檛 added any conditions to my rule, so that it ensures my tag fires globally. Now, the last step within my rule, is to actually send an experienced platform Web SDK event. I can reference my XDM data element that I defined earlier, and even check the check box, so that I can render visual personalization decisions. This is imperative for me to ensure, that personalization responses coming from 蜜豆视频 Target, also are handled by the Web SDK and delivered to the page.

Once I publish my changes, I can head over to the webpage, to see the tag in action.

Here on the webpage, you鈥檒l notice a few important things. First, when I load up the Ghostery plug in here, you鈥檒l notice that there aren鈥檛 any trackers, identified on the page. This is because the only technology, that lives on this Luma website, is Experience Platform Launch. From there, we鈥檙e using the Web SDK, in order to fire calls server side, to 蜜豆视频 Analytics, Target, Audience Manager and platform, using Experience Edge Network. However, if we switch over, to the 蜜豆视频 Experience Platform debugger, you鈥檒l notice that we have both Launch and the Web SDK, available on the site. We can even dig into the calls being made by the Web SDK, in order to identify all of the information, that is being sent into the Experience Edge. For example, we can see the URL, the page name, screen information and browser information.

We can go one step further, in order to apply what we call an Edge trace, where we are tracing what is actually occurring, behind the scenes in terms of that data being mapped, from Experience Edge to, for example here, 蜜豆视频 Analytics. We can see the report suite ID, that we mapped within our Edge configuration, and then each of the different query parameters, that are being mapped from the web SDK call. For example, I can see that here鈥檚 my page name in URL, getting sent directly into 蜜豆视频 Analytics.

Now, that鈥檚 helpful for 蜜豆视频 Analytics, but next we want to see this in action, and the first place that we love to go, in order to show this technology in action, is thanks to 蜜豆视频 Target. Now, I鈥檝e set up a very simple target activity, which will personalize this homepage hero, and the text within it based on the type of products, that a visitor is interested in. As you can see, we have this woman, who is meditating on the home homepage. Now, if I instead click through to the men page, in order to show some interest in the different products, that exist on this page and then back to our Luma homepage, you鈥檒l see that we have a personalized homepage hero, not only focused on an image of a man running, but also sharing information about the Luma Men Collection. Now, if I wanted to instead dig into, the women鈥檚 selection of products here on the Luma website, I can also take advantage of that same target activity, being delivered by the Web SDK and see a women focused image and text and personalization on the homepage.

To close the loop, we鈥檒l want to analyze the success, of the Luma website and optimization program. We can first head into 蜜豆视频 Analytics, in order to see the real time data associated, with my visits to the homepage, the men page, and the women page.

In addition, I can head on over into Analysis Workspace, where I can see a slew of data, associated with revenue, card editions and revenue, a fallout of different product information, conversion rates and even a product performance grid, where I can identify each of the key steps, associated with products and plenty, plenty more.

Finally, let鈥檚 hit into 蜜豆视频 Experience Platform, and find the dataset in which I鈥檓 sending data. It鈥檚 the Pre-zero Luma Events dataset. From here, you鈥檒l recognize, that we鈥檝e had a bunch of ingested batches of data, over the past several days, plus we can even preview our data set, to show how data is being passed, from the Web SDK to experience Edge, all in the experience data model format, so that 蜜豆视频 Experience Platform, can help users analyze and activate that data.

The 蜜豆视频 Experience Platform Web SDK, delivers a streamlined approach to sending data, via the 蜜豆视频 Experience Platform Edge network, to experience cloud applications and experience platform. As you saw, it both simplifies and expedites, the needs of the marketer for both analysis and activation, for delivering the experience business. -