Integrating deanonymized web visit data from D&B Visitor Intelligence in Lattice

Prospects and customers are constantly visiting your website, but it's difficult to determine who's who without a deanonymization solution.

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

Step#1 : 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.
2. Confirm that the tag is configured correctly and Visitor Intelligence is receiving web visitor traffic.

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. 

Step#2 : Configure Lattice to automatically import data from VI

The setup is not self-service at the moment. Please reach out to customer support representative who can help you setup this integration. The entire setup should be done with-in a week.

Once the setup is complete, lattice will automatically import up to 12 weeks of historical web visit data.  This data will be refreshed automatically every week.

Step #3 : Configure Lattice to use de-anonymized web visitor data

Configure pages to generate insights

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

Lattice 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:

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:

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 from VI into the platform.

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 VI data to accounts?

VI tries to detect the visitor’s company information using the IP address of the visitor. When successful, VI adds account information (DUNS, Company Name, Domain and Location - be specific) for each visitor. 

Lattice uses the company information (DUNS, Company Name, Domain and Location) to match the visitor to an existing account in Lattice. If the account is not found, Lattice automatically creates a new account. The newly created account will not have an account ID, but will have the company information ((DUNS, Company Name, Domain and Location) available from VI.

If the same account is directly added to lattice in the future, Lattice uses the account information from the newly added account to detect that the newly added account is the same account that was originally added by VI and merge the two accounts so that we don't end up with duplicate accounts in the customer master.

 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.