Import call center and web data

Customer Journey Analytics provides the valuable and robust capability to combine datasets from different sources into a single Workspace project. Use this guide to understand how your organization can stitch data from your website to data that originates from your call center.

Prerequisites

  • The most important component to combining these two sets of data is a common identifier between each source of data. Examples include a customer ID, a hashed email, login username, or phone number.
  • Access to both Adobe Experience Platform and Customer Journey Analytics
  • If your dataset includes logs from an interactive voice response system, Adobe recommends processing the data to only include prompt interactions prior to importing it into Platform.
  • If your dataset includes call logs, Adobe recommends including the following columns:
    • The date/time when the call started
    • Call reason
    • Call center ID
    • Call center agent ID
    • Duration of call
    • Outcome of call
    • Cost of call (if available)
    • Any additional call meta data that your organization wants to include

Import web and call center data into Platform

Begin importing data into Adobe Experience Platform. See Create a schema and Ingest data in the Adobe Experience Platform documentation.

When importing data into Platform, following these tips can help increase insight in resulting reports:

  • Make sure that the identifier used to link call center and web data together are similarly formatted.
  • Include the data source in each dataset. For example, include a data_source column in each schema, and set the value of every event to "Web" or "Call center", respectively.

Stitch the person ID’s together

CJA requires a common identifier to generate a combined dataset.

  • If your datasets already have a common identifier on every event across both datasets, you can skip this step and proceed to create a connection.
  • If either of your datasets have a common identifier on only some events, you can stitch data together using Cross-channel Analytics. See Cross-channel Analytics overview for steps to enable CCA for these two datasets.

Create a connection in CJA

Create a connection in CJA.

  • If CCA is used, a new stitched dataset is available for you to use. Use the newly created stitched ID field as the person ID.
  • Otherwise, you can select both original web and call center datasets for use in the connection.

Create a data view

After creating a connection, you can Create a data view for use in Analysis Workspace.

Create visualizations

The following visualizations can be used to gain insights from your stitched dataset.

Dataset overlap

This visualization helps you understand how well CCA stitches data together.

  1. Create two filters. The variable used in these two filters is the same variable mentioned above that reflects the source of data of each event. See Create a filter for more information.
    • Person container where Dataset ID equals your web data
    • Person container where Dataset ID equals your call center data
  2. In Analysis Workspace, drag a Venn visualization onto the workspace canvas.
  3. Drag the two newly created filters to the Add Filter area, and the People metric to the Add Metric area.

The resulting Venn visualization shows the number of people in your dataset that contain both web and call center data. The larger the overlap, the more people that were successfully stitched. The areas that don’t overlap represent people that reside exclusively in one dataset or the other.

Attribute call center events to web pages

This freeform table lets you see the top pages that contribute to call center events. First, make sure that the desired dimensions and metrics have the correct attribution model:

  1. Drag the dimension that holds your web page names onto a Freeform Table visualization.
  2. Replace the metric with the desired call center metric that you want to measure conversion.
  3. Click the gear icon near the metric header. Click Use non-default attribution model.
  4. Set the desired Attribution model.

The resulting report shows the top metric from call center data.

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