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

Prospects and customers are constantly visiting your website, but they dont always login and tell you who they are. To really understand whos 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

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 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.

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. 

Custom Parameter (VI)	Description
Custom param 5	Use this parameter to share a unique ID that helps tie a marketing campaign to a campaign in Lattice.
Custom param 6	This is the contact ID and will be used to match a visitor to a contact or lead in Lattice.
Custom param 7	Use this parameter to share the referral information of the visit. This is usually Source/Medium.
Custom param 8	This is the ID that maps to your sales or marketing campaign (e.g. campaign ID in Salesforce or Marketo or paid media)
Custom param 9	Use this parameter to share the cookie from your marketing automation platform. Lattice will use this to match the visit to a lead or contact.
Custom param 10	Use this parameter to match to an external cookie, such as DMP (Data Management Platform), web personalization, etc.

Step#2 : 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  - 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, 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

Required	Name of field	Description
Yes	visit_date	This is the date and time when the user visited the website. Currently,  the date time is assumed to be in UTC
Yes	page_url	This is the full URL of the web page including query parameters
No*	duns	This is the DUNS # we use to match data in Lattice.
No*	company_name	Name of the company. If Duns no is not provided, the platform uses this to identify an account
No*	company_website	Website or Domain of the company. If Duns no is not provided, the platform uses this to identify an account
No*	company_city	City where the company is located. If Duns no is not provided, the platform uses this to identify an account
No*	company_state	State where the company is located. If Duns no is not provided, the platform uses this to identify an account
No*	company_country	Country where the company is located. If Duns no is not provided, the platform uses this to identify an account
No*	company_zip	Zip code where the company is located. If Duns no is not provided, the platform uses this to identify an account
No	visit_id	This is the unique ID of each web visit. This should be unique. This can also be useful to debug any issues with data with the D&B team
No	user_id	This is the user id that uniquely identifies the user. If the same user visits the website with-in a day or over a period of time, this ID will remain the same.

The feed should contain either a DUNS # or these fields (company_namecompany_website_company_city, Company_state, Company_country) 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 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:

Name	Website Url Pattern
Customer Stories	https://www.lattice-engines.com/customer-stories/customer-stories
Free Trial	https://www.lattice-engines.com/free-trial
Free Trial Thank You	https://www.lattice-engines.com/free-trial-thank-you
Products Page	https://www.lattice-engines.com/products
Atlas	https://www.lattice-engines.com/products/lattice-atlas
All Resources Content	https://www.lattice-engines.com/resources/*
Digital Media	https://www.lattice-engines.com /resources/*
All Solutions	https://www.lattice-engines.com /solutions/*
ABM Solutions	https://www.lattice-engines.com /solutions/account-based-marketing
All Pages	https://www.lattice-engines.com/*

 

Note : Recommended best practice is to also create a group that includes all pages where the pixel is installed. Example, https://www.lattice-engines.com/*

 

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:

Name	Referral Source
Google Organic	Google/Organic
Google Paid	Google/Paid
Facebook Organic	Facebook/Organic
Facebook Paid	Facebook/Paid
Example.com	example.com/Referral

Note: Lattice supports users to upload a new file to either page path or visit source to replace any previously uploaded values. These changes are automatically detected and used to regenerate insights the next time lattice refreshes the data.

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 Web Visit 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.

Note : Lattice automatically creates new accounts when it finds visits from accounts that dont exist in the customer master in Lattice. We do this to ensure that we dont lose the data from web visits. This currently cannot be turned off. In the future, lattice will automatically create a derived attribute that should help identify accounts created from lattice and those directly created by users.

 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.