Importing Web Visit Data

Prospects and customers are constantly visiting your website, but they dont always login and tell you who they are. To really understand who is visiting your web site you need a solution that can automatically determine the company the user works for (deanonymization). 

D&B Visitor Intelligence unmasks the companies behind your anonymous web visitors. Knowing the accounts of your web visitors and the web properties that they engage with helps marketers evaluate the intent of a prospect or customer and enables you to use this data to run target marketing campaigns.

Setup – Getting started

Step1 : Setting up Visitor Intelligence to deanonymize website visitors

1. Add the Visitor Intelligence pixel on pages (e.g product pages) on the website where de-anonymizing web visitors is important. Skip this step if the Visitor Intelligence pixel is already on the website or if you using a different vendor to deanonymize your web visits.
2. Confirm that the tag is configured correctly and Visitor Intelligence is receiving web visitor traffic.

Step2 : Configure Lattice to bring in web visitor data 

We have two options to bring in de-anonymized Web Visitor data

Option 1: Automatically bring in web visitor data from D&B VI: D&B CDP supports automatically bringing web visitor data if you are using D&B Visitor Intelligence. This is currently not self-service. Please reach out to customer support representative who can help you setup this integration.

Once the setup is complete, you will see a new template added to your systems. The platform will also start loading your web visitor data automatically. We initially automatically import up to 12 weeks of historical web visit data and then refreshed automatically every week.

Option 2 Bring your own Web Visitor data - Using VI is the most preferred way to bring in web visitor data as it is automatically included with the platform. However if you are using another vendor for deanonymization, you can still load your deanonymized web visitor data to Lattice.  To setup, you will need to do two things

1. Make sure your data follows the Lattice supported format

*The feed should contain either a DUNS # or one of these these fields (company_name, company_website) to identify a company. 

2. Automate sending your data through S3

Get the S3 folder for web visits from the data import page in lattice. Send your web visits once a week as a CSV to this folder.

Step 3: Configure D&B CDP to specify which marketing activities can be used to build audiences

The VI pixel can be placed on some or all the pages on the website. D&B CDP analyzes visitors to these pages and generates insights that help marketers to identify the accounts that visit the website.

D&B CDP can generate insights of web visitors at each page or on a group of pages, which is useful if multiple pages represent the same intent (e.g. interest in a product or service).

Customers can specify up to 10 pages (or groups) as Website Paths to generate insights.

Here is a Website Path sample:

The website path file can be uploaded to D&B CDP by clicking on the Configure option on the template. If you have loaded a website path file once before, the option will be Reconfigure. 

Click on Website Path.

Load the web visit paths file. 

Configure referrals to generate insights (OPTIONAL)

Lattice can also generate insights based on where (which source) visitors are coming from. This can be useful if, for example, you are looking to understand the traffic coming from paid sources versus organic traffic.

There can be many sources driving traffic to your website, and many of these sources may not be driving meaningful traffic. Lattice allows you define up to 10 Visit Sources that you care about the most.

Here is a Visit Source sample:

The website path file can be uploaded to D&B CDP by clicking on the Configure option on the template. If you have loaded a website path file once before, the option will be Reconfigure. 

Click on Visit Source

Load your source file. 

Step 4 : Schedule the P&A (Process and Analyze) job to generate Insights from web visitor data

Assuming Steps 1-3 are complete, the next time the P&A job runs Lattice will automatically pull website visitor data into the platform. If you are using option 1 this will be automated for you. If you are using option 2, you will need to set up your own process to automate sending web visit data to S3. 

Lattice generates pre-defined account attributes in a new data card "My Website Visits". These attributes can be used in segmentation, talking points and exports.  

These insights are grouped by the pages defined by the user. For example, if the user has defined 10 pages, the “My Website Visits” card will contain 10 sub-cards one for each page. Each sub card contain an attribute that represents the # of visits to this page. Lattice automatically 4 attributes one each for # of visits in the last 12, 8, 4 and 2 weeks.

How does lattice match Web Visit data to accounts?

D&B CDP uses the company information (DUNS, Company Name, Domain and Location) to match the visitor to an existing account in D&B CDP. If a match is found, the web visit will be attributed to the matching account. If the account is not found, Lattice automatically creates a new account. 

 Known Limitations

• Adding Web Visits to a tenant is not self-service. Customers need to work with Lattice services to set this up.
• The Website path should be a URL and should start with http or https. 

Custom Parameters: 

Visitor Intelligence supports passing custom parameters from the website. Some of these custom parameters have special meaning with-in Lattice. The table below describe how these custom parameters are used in Lattice.