Digital Velocity London 2017: Understanding AudienceStream Timeline and Funnel to Influence Visitor Journey

Understanding Timeline And
Funnel
Presented by Steve Lake

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Health Check

Objectives
1. Customer Journey
2. Timeline
& Funnel
3. Audiences
4. Connectors

Customer Journey
• Customers Journey over 60 Day Timeline
• Frequency of Action
• Recency of Action
• Take Action!

Customer Journey
Sean’s data timeline
Email Retargeting
Mid Funnel Lead
High Value Lead
Purchaser – 60
Days
Sean’s Audiences Site Visit Newsletter
Registration
Free Trial Sign Up Clicks on Buy Now
Whitepaper
Download / Pricing
Plan Click
Click through
marketing email
Display Click
1
+
60 Days

Timeline & Funnel
• Record Events Based on 60 Day Timeline
• Sales Qualified Lead (SQL) Funnel

Timeline
• Timeline Attribute allows you to create the chronology
of an event by recording its iterations in the time
period you specify.
• Every time your target visitor action/visit occurs, the
Timeline creates an entry of its data and timestamp.
• You have the option to record the event indefinitely or
have it expire after a specific duration.
• A unique timestamp is generated for every recorded
event. That means if the event repeats ten times in a
week, you can expect ten unique timestamp entries.

How to use timelines
• Timelines work well with Numbers and Tallies as numerical entries
captured from either Attributes are easily enriched to create a
'Rolling Sum' or a 'Rolling Average' figure
• All you need to do is set the Timeline in the desired Number/Tally
Enrichment—and AudienceStream will automatically crunch the
numbers for you.
• With the right Enrichment, you can generate the rolling sum or the
running average figure for order totals, product views, site visits, or
browser types used, etc.

Things to remember
• Events and Attribute data are recorded starting the day
the Timeline is created.
• Assigning an expiration applies it to each event in
the Timeline.
• The expiration is synonymous to life span of the event
and its Attribute data but NOT an indication to stop
recording them.

Funnel
• Tracks a multistep event and funnels out every
step completed by the visitor.
• Best suited for tracking events that lead visitors
through a sequence of steps, measuring their
participation from start to finish.
• Examples include: Newsletter Signup,
Determining a Sales Qualified Lead,
Checkout Process, or a Virtual Product Tour.
• When setting up a Funnel, you define all the
steps (both required and optional) in the
expected sequence.

Funnel
▪Required
▪ Required steps are recorded in
the order that is defined in the
funnel.
▪ If the visitor skips
a required step, the Funnel will
halt recording until the skipped
step occurs next.
▪Optional
▪ When a step is optional the
Funnel will continue to record
the incoming step regardless
of its defined order.
▪ When the optional step is
skipped, the funnel will not
record or backfill it.

Audiences
• Email + Mid Funnel
• High Value Abandon 60 Days
• Mid Value Retargeting
• Purchasers 60 Days

Audiences
• A collection of attributes
used to identify distinct
groups of visitors
• The more Attributes
selected, the more specific
your Audience becomes.
• Identify an Audience to
target a campaign,
offering or some other
action
• Added in the Enrich Tab
• Trigger a Connector to
perform actions from
your Audience data

Connectors
• Appnexus
• SendGrid

Connectors
• A Connector is a technical
integration to transmit data
between Tealium and another
vendor.
• Each Connector has a Source of
data, either visitor or event, that
fuels its behavior. That data is
passed to an Action based on
Mappings that translate the
Tealium data into the format
expected by the vendor..

Appnexus
• A cloud-based platform for
buying or selling digital
media.
• We will use AppNexus to
bid and buy based on our
first party, real time
Audience data

Sendgrid
• SendGrid is a cloud-
based SMTP provider that
allows you to send email
without having to maintain
email servers.
• Email types can be
transactional, marketing, or
campaign
• We use Sendgrid to
send a transactional
email to our Visitor at a
critical point in the SQL
funnel

DEMO TIMELINE &
FUNNEL

Next Steps
• New AudienceStream Users
• Intermediate AudienceStream Users
• Advanced AudienceStream Users

New AudienceStream
Users
• Attend AudienceStream
Webinar - TLC Training
Calendar
• DV.TealiumUniversity.com
OnDemand Lesson
 Window Shopper

Intermediate
AudienceStream Users
OnDemand Lessons
 Re-Engaging Cart
Abandoners
 Visitor Stitching

Advanced
AudienceStream Users
OnDemand Lessons
 Timeline & Funnel
Series
 Next-Page
Personalization
 Upsell/Cross Sell

Questions?

Thank you
Steve Lake

Digital Velocity London 2017: Understanding AudienceStream Timeline and Funnel to Influence Visitor Journey

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