Your customers interact with your business across multiple channels, applications and devices, making it challenging to visualize and understand your customers’ cumulative behaviors. Compounding this challenge is the fact that information on your customers’ various interactions can be contained in various solutions, making it difficult to gain an aggregate view of your customers’ paths and behaviors that can be used to help you identify issues and realize opportunities.
Using IBM Universal Behavior Exchange (UBX), you can easily share customer data between UBX-enabled products, including Tealeaf Customer Experience (CX) on Cloud, to quickly broaden your understanding of your customers and their behaviors -- providing you the ability to solve problems within a shared customer context and to recognize business opportunities.
- Utilize UBX’s simple browser-based user interface to quickly and easily define the data exchange between UBX-enabled products that you already own without the expense, delay and complication of custom integrations
- Solve problems within a shared customer context by seamlessly combining customer behavior data from unique solutions into a comprehensive view.
How does UBX work?
UBX syndicates data in real-time from endpoints. The data syndicated includes events (which capture a single customer behavior) and audiences (which are segments or groups of customers.) Endpoints are the solutions that send data through UBX, and they syndicate data through UBX as Publishers, Destinations, or both. Publishers register and send events and audience information to UBX, while the Destination endpoints, or Subcribers, register and receive events and audiences.
Each customer event that enters the UBX system can come from a different channel or data source and can use different ways to identify the customer. The UBX identity service determines where those identities overlap, allowing individual seemingly separate events to be understood as the actions of a single customer.
As UBX receives customer events, it attempts to join the incoming identifiers with the identifiers that exist in its identity database. Overtime, the UBX identity service joins unique identifier information that might be common across multiple applications that you define as UBX endpoints in the same user account. The result provides the continuous and evolving view of the customer in multiple context.
This customer experience analytics (CXA) formula will assist you with setting up Tealeaf CX on Cloud data to pass through Universal Behavior Exchange, allowing for the selective exchange of event, audience and identity data between various applications, and offering a broader understanding of your customers and their behaviors.
For our CXA formula example, we will consider the following scenario: Tealeaf CX on Cloud as the Publisher, Customer Experience Analytics as the Subscriber and Form Field Repeat Struggle as the customer Event.Note: While this example features the IBM Tealeaf CX on Cloud and Customer Experience Analytics solutions, any UBX-enabled products can be registered in UBX including various IBM, IBM Business Partner, third party solutions and your own internal applications.
To get started with accessing UBX:
- If you are already in the IBM Marketing Cloud using IBM Digital Analytics (DA) or using another qualified IBM commerce application, simply fill out a form to request access to IBM UBX. You will receive a log in and password to access the cloud based UBX system.
- If you are an IBM Business Partner and want to take advantage of UBX, register or sign in to IBM PartnerWorld. You will need to be an independent software vendor (ISV) to get started.
1. Verify your event type is supported in UBX
Before getting started with registering your endpoints, use the Dynamic Event Library in UBX to verify that the event type you will want to use for your particular business use case (like cart abandonments, for example) is supported in UBX. Dynamic Event Library can also be used to determine which UBX partners publish or subcribe to specific event types.
To get started with Dynamic Event library:
- Go to top left Hamburger menu
- From the menu, select “Dynamic Event Library” which will open in a new tab
- In top right, select “Select Publishers and Subscribers”
- Set Tealeaf CX on Cloud as the Publisher, as Tealeaf CX on Cloud event data will be passed through UBX in this example.
- Select your desired Subscriber.
- As UBX is an open system, there are many endpoints that can be registered in UBX, including IBM Watson Customer Experience Analytics (CXA), IBM Campaign, Demand Side Platforms (DSP), Demand Management Platforms (DMP) and more.
- Select relevant category of event type (see screenshot example below)
- Verify that event is supported by the Publisher and Subscriber
Use the Dynamic Event Library in UBX to select a category and event type to verify that your event is supported by the Publisher and Subscriber.
2. Register endpoints in UBX
As endpoints are the solutions that send data through UBX, you will need to register the appropriate endpoints in UBX for use in your UBX account. For our example, Tealeaf CX on Cloud will be registered as a Publisher in UBX.
To register a new endpoint, do the following:
- On the Endpoints tab, click “Register new endpoint.” The endpoint registration wizard will display.
- Note: The Endpoint registration wizard lists UBX endpoints for products and solutions that have completed an evaluation process and provide a way for you to submit your access credentials. You can filter the list by endpoint provider. If the endpoint that you want to register does not appear on the list, you must register it as a custom endpoint.
- Select the endpoint that you want to register and click “Next.” For our example, select “Tealeaf CX on Cloud” as a publisher, and “Customer Experience Analytics” as a subscriber.
- Provide the information that the endpoint provider requires as part of the registration request (i.e. information about your organization and UBX account is required to proceed with the registration process.) When you have finished entering the information, click “Next.”
- If you entered registration information into the registration wizard, UBX transmits the information to the endpoint provider so that the provider can complete the registration. The endpoint displays on the Endpoints tab as “Pending” until IBM and the endpoint provider completes the registration and then the status changes to “Active.”
3. Subscribe to Events
When you log into UBX for the first time, you will have no event subscriptions. To subscribe to Events, do the following:
- From the Events tab, click “Subscribe to events.”
- Select “Tealeaf CX on Cloud”
When subscribing to Events in UBX you will need to select your Publisher and Destination
C From the list of available events, select the one or more relevant events you want to send. For our example, select “Form Field Repeat Struggle.”
D. Next, you will need to select the destination for the event(s.) Under “Select Destination,” select your desired Subscriber.
Select the one or more relevant events you want to send when subscribing to events in UBX
E. Click “Subscribe.” The publisher and destination will now appear in the Events tab.
4. Verify that the Publisher is sending data
- Go to Tealeaf CX on Cloud application
- Select an event that captures Form field repeat struggle and map it to “Form Field Repeat Struggle”
- Under Category, select “User Struggle”
- Under Event, select “Form Field Repeat Struggle”
- Now map event attributes either as event objects or custom. Map event attributes to the relevant event object.
Every event subscribed to in UBX must be mapped. Event mapping issimilar to the reference value of Tealeaf events.
D. Click “Save” in upper right after completing event mapping.
As customers today can engage with your business across all channels, using UBX allows you to pull together disjointed customer information from various data sources, offering a more comprehensive and broader understanding of your customers behaviors. For example, if you wanted to visualize the journeys customers take with your business, you could use UBX to combine the customer behavior data from Tealeaf CX on Cloud with the robust reporting in Watson CXA to create a journey report to analyze the various customer paths and journeys – allowing you to easily identify the top-performing paths or realize the paths that may encounter struggle.
If you would like help on how to create a journey report in Watson CXA to visualize the customer journeys for your business, please access our CXA Formula, “Creating Journey Reports to Understand Customer Journeys and Optimize Conversions,” by clicking here.