Targeting with visitor attributes

Learn more about targeting activity distributions towards specific audiences.

What are visitor attributes?

Visitor attributes are facts about your visitors that exist in your site's data. These facts can be sent into Touchpoint to help you gain insight into specific behaviors and experiences on your site. Once implemented, visitor attributes allow you to target specific segments and, in the future, filter incoming data.

Using visitor attributes, you can target a subset of your website's visitors. Targeted distribution can help you:

• Target a specific segment of your audience with activities that are relevant to their own customer journeys and unique interactions with your brand. Personalize the tone and the types of questions you are asking to ensure you are collecting the right data from the right people to inform your business decisions.
• Reduce the burden on all other visitors.

  Others can continue the flow of their site visit uninterrupted.

As long as visitor attributes are enabled and set up properly, you can use create targeted distributions. Here are some examples of what you can do:

• Role-based targeting
  • Show different activities to the C-suite, executives, and employees.
  • Show different activities to teachers and students in an education portal.
• Demographic-based targeting
  • Show different activities based on age or country.
• Consumer-based targeting
  • Trigger an activity based on the customer's last purchased item, last purchase location, annual spend, or loyalty tier.
• Patient-based targeting
  • Show different activities to patients based on their insurance coverage or whether they have Medicare.

Workflow

First, the Touchpoint website integration must be set up on your website. This includes modifying the visitor payload and user attributes to pass in the data required for targeting. This is a one-time process.

Once the website integration is set up properly, data points will appear under Sites & Integrations > site listing > Visitor Attributes > Available attributes. You can manage the visitor attributes from here. Organize them into folders, rename them, or disable the ones you don't need. Keeping attributes organized will make it easier and more efficient to create targeted distributions. For more information, see Organize visitor attributes.

The visitor attributes are available for selection when you share an activity on your website, either directly or using a tag manager. Targeting rules still apply when using a tag manager.

The values you use for the attribute statements must match the values that are passed to your site. Otherwise, targeting will not work.

Tip: The application remembers attribute values from targeted activities that were distributed previously. For example, let's say you distributed an activity to visitors who have a country value of Canada. The next time you distribute an activity, you use country as a targeting attribute, and you start typing Canada, the application displays Canada as an option in a drop-down menu.