Sub-event analysis
Sub-event analysis lets you analyze event data at a level more granular than the event level. Instead of filtering on entire events, you can segment on individual containers within events. For example:
- Segmenting on a specific product category without including all other products purchased in the same order.
- Segmenting on a specific assets category within content analytics data.
- Segmenting on a specific media channel within media analytics data.
In Customer Journey Analytics, you define containers within a data view for which you want to use sub-event analysis. Without sub-event analysis, segmenting on a container item attribute returns all events, sessions, people, (global) accounts [B2B Edition]{class="badge informative" title="Customer Journey Analytics B2B Edition"}, buying groups [B2B Edition]{class="badge informative" title="Customer Journey Analytics B2B Edition"}, opportunities [B2B Edition]{class="badge informative" title="Customer Journey Analytics B2B Edition"}, or other containers you have defined. The result is incorrect attribution and inflated revenue metrics. Sub-event analysis scopes the filter to individual container rows within an event and solves these issues.
In sub-event analysis, exclude logic behaves differently from standard event-level exclusion against the container. When you exclude item attributes within the container, the segment returns events that have items within the container but don’t match your exclusion criteria. The segment does not return events with no items at all.
Example
You want to measure revenue from the professional suits category only. Without sub-event analysis, applying a segment for professional suits includes revenue from every product on any order (event) that contains at least one product with the professional suits category. With sub-event analysis, you scope the filter to the product level and return only revenue for products of the professional suits category.
You also want to measure online revenue from all other categories except the professional suits category.
In the segmentation builder or as part of a Quick segment, you specify to Include the Dimension product_category equals Professional Suits on the Events container.
As a result, all orders containing at least one Professional Suits product_category are considered, and revenue from other products in those orders is included in the Revenue metric.
When you report on categories, all other values for product_category are reported that were part of an order that included a product with the Professional Suits product_category.
You have defined a Product Details custom container in your data view for the purpose of sub-event analysis on products.
In the segmentation builder or as part of a Quick segment, you specify to Include the Dimension product_category equals Professional Suits on the Product Details container.
As a result, all orders containing at least a Professional Suits product_category are considered, and only the revenue of products belonging to the Professional Suits product_categorey are included for the Revenue metric.
When you report on categories, only the Professional Suits product_category is reported.
You have defined a Product Details custom container in your data view for the purpose of sub-event analysis on products.
In the segmentation builder or as part of a Quick segment, you specify to Exclude the Dimension product_category equals Professional Suits on the Product Details container.
To exclude at the product level, events that contain at least one product are included, then the exclusion on sub-event level is applied within that scope. This exclusion differs from event-level exclusion, which excludes the entire event.