“A sense is a physiological capacity of organisms that provides data for perception.” – Wikipedia
In the world of digital we often deal with “listening, viewing and touching” (touch to click or swipe). It is becoming critical for businesses to collect the right data from digital channels for accurate perception of our customer’s excitement, enagement, confusion and frustration.
Collecting the right data in the right way would increase the accuracy of understanding our customers better. Lets look at the kind of data available, how can we collect and why:
How does this data help you?
This data mainly helps to itentify a visitor journey leakage in a segmented cluster. In additon, visitors network IP allows to reverse lookup for their geo-location details.
Some of the use cases would be “ensuring the compatibility of your digital application(s) accross different technological devices and browsers”, “better target sales offers or customized targeted content to address different visitors from targeted states or locations”.
2. User generated Data – data gets generated everytime the user touches, clicks or swipes on your digital application. That’s critical data that we can’t miss. Do we collect all of the data? Mostly not all but some as it required element wise scripting/tagging at User Interace(UI) level.
There are technologies coming to the market to collect all of the data thru DOM manipulation. But the data is often used at a single session or one visitor level.
3. Application generated Data – our digital applications also generate data based on user actions. For example, number of search results, no search results, order completion status etc., This data needs to be collected from the visitor’s browser/app.
4. Meta Data – Page or Screen Names, Product SKU’s, Classifications. This type of data is generally available with us and doesnt require to retag and collect them again from the visitor’s browser.
Meta Data helps to read and perceive the data elements better.
(This is a live document and keep updating..)