Profile origins

Having visibility into where your customers originate can help you to increase engagement. When profiles are created or imported, BlueConic registers details about whether your customers first arrived over the web (mobile or desktop), via a mobile app, or from other systems through a connection.

Profile properties for tracking customer origins

Customers' origins are stored in three new Origin of profile properties. These three properties store origin data in three levels of increasing granularity (from type to source to detail level).

Profile property Desktop web Mobile web Mobile app Connections

Origin of profile level 1: Type
 

web mobile_web mobile_app connection

Origin of profile level 2: Source

Host name Host name App ID System name
(for example: sFTP, MailChimp, etc.)

Origin of profile level 3: Detail

Entry page Entry page App name and version Connection object UIID

For example, if a customer's first touch point was on your website, these values would be "web" (type), your host name (source), and the URL (detail).

Tracing the origins of existing profiles

Using existing profile properties, BlueConic can sometimes calculate profile origins for profiles created before the new Origin of profile properties were developed.

  • Web visits: If an existing profile has a value for the "Visits" profile property and no values set for "Received from system" or "app ID", its Origin of profile level 1: Type is set to "web". If only one channel is listed, this channel is set as the Origin of profile level 2: Source. The entry page is set as Origin of profile level 3: Detail when there is only one entry page. The Origin of profile level 1: Type is set to web or mobile_web based on the "Device type" profile property. 
  • Connections: If an existing profile has a value for the "Received from connection" profile property (and no value for "visits" or "app ID"), then its Origin of profile level 1: Type is set to "connection". If there is a system name for the connection (for example, sFTP or Mailchimp), this name is used in Origin of profile level 2: Source. If there is only one value for "received from connection" this value is set as the Origin of profile level 3: Detail.
  • Mobile apps: If an existing profile has a value for "app ID" and no values for "received as connection" its Origin of profile level 1: Type is set to "mobile_app". If there is only one value for "app ID" this value is used for the Origin of profile level 2: Source.  If there is only one value for the name and version of the app, it is used in the Origin of profile level 3: Detail. 

Merging rules with profile origins

When merging profiles, BlueConic uses the oldest value for origin and for entry page it uses the first visit day. For more information on the "First stored value" merge strategy, see Profile Merging.

Visualizing profiles using the Profile Origin insight

The Profile Origin insight gives you a detailed view of where your customer profiles originate. To use this insight, select the Insights menu and click the Add dashboard button to create a new Dashboard to display the visualization. Click Add insight and choose Profile Origin.

create-profile-origin-insight.png

You can view profile origins by segment (for example, to see where profiles that are highly engaged came from).

profile-origin.png

See Profile Origin (Insight) for details.