Documentation Customer Journey Analytics Customer Journey Analytics Guide

An example B2B project

Last update: Mon Dec 09 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

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This article illustrates a use case where you want to properly report in Customer Journey Analytics on person data within the context of a typical B2B configuration. Such a configuration is part of the Real-Time CDP B2B edition. The use case explains how to set up, configure and report on profile (person) level based B2B data in Customer Journey Analytics.

Connection

Define your connection to include all relevant B2B datasets from Experience Platform. Datasets you can consider to add to your connection:

Dataset

Schema

Schema type

Base class

Description

B2B Activity Dataset

B2B Activity Schema

Event

XDM ExperienceEvent

An ExperienceEvent is a fact record of what occurred, including the point in time and identity of the individual involved. ExperienceEvents can be either explicit (directly observable human actions) or implicit (raised without a direct human action) and are recorded without aggregation or interpretation. Experience events are critical for time-domain analytics as they allow for observation and analysis of changes that occur in a given window of time and the comparison between multiple windows of time to track trends.

B2B Person Dataset

B2B Person Schema

Profile

XDM Individual Profile

An XDM Individual Profile forms a singular representation of the attributes and interests of both identified and partially identified individuals. Less-identified profiles may contain only anonymous behavioral signals, such as browser cookies, while highly identified profiles may contain detailed personal information such as name, date of birth, location, and email address. As a profile grows, it becomes a robust repository of personal information, identification information, contact details, and communication preferences for an individual.

B2B Account Dataset

B2B Account Schema

Lookup

XDM Business Account

An XDM Business Account is a standard Experience Data Model (XDM) class that captures the minimum required properties of a business account. This XDM class can only be included in the profile for customers with the B2B or B2P Edition.

B2B Opportunity Dataset

B2B Opportunity Schema

Lookup

XDM Business Opportunity

XDM Business Opportunity is a standard Experience Data Model (XDM) class that captures the minimum required properties of a business opportunity. This XDM class can only be included in the profile for customers with the B2B or B2P Edition.

B2B Campaign Dataset

B2B Campaign Schema

Lookup

XDM Business Campaign

XDM Business Campaign is a standard Experience Data Model (XDM) class that captures the minimum required properties of a business campaign. This XDM class can only be included in the profile for customers with the B2B or B2P Edition.

B2B Marketing List Dataset

B2B Marketing List Schema

Lookup

XDM Business Marketing List

XDM Business Marketing List is a standard Experience Data Model (XDM) class that captures the minimum required properties of a marketing list. Marketing lists allow you to prioritize on prospect clients who are most likely to buy your product. This XDM class can only be included in the profile for customers with the B2B or B2P Edition.

B2B Account Person Relation Dataset

B2B Account Person Relation Schema

Lookup

XDM Business Account Person Relation

XDM Business Account Person Relation is a standard Experience Data Model (XDM) class that captures the minimum required properties of a person that is associated with a business account.

B2B Opportunity Person Relation Dataset

B2B Opportunity Person Relation Schema

Lookup

XDM Business Opportunity Person Relation

XDM Business Opportunity Person Relation is a standard Experience Data Model (XDM) class that captures the minimum required properties of a person that is associated with a business opportunity.

B2B Marketing List Member Dataset

B2B Marketing List Member Schema

Lookup

XDM Marketing List Members

XDM Business Marketing List Members is a standard Experience Data Model (XDM) class that describes members, persons, or contacts associated with a marketing list.

B2B Campaign Member Dataset

B2B Campaign Member Schema

Lookup

XDM Business Campaign Members

XDM Business Campaign Members is a standard Experience Data Model (XDM) class that describes a contact or lead associated with a business campaign.

The relationship between the B2B lookup schemas, profile schema, and event schema is defined in the B2B setup within Experience Platform. See Schemas in Real-Time Customer Data Platform B2B Edition and Define a many-to-one relationship between two schemas in Real-Time Customer Data Platform B2B Edition.

To ensure a proper setup of a connection that supports person-based lookups of your B2B data, use the following illustration for an overview and follow these steps:

B2B schemas annotated

Add datasets from the table above to your connection.
For each lookup dataset that you add to your connection, you must explicitly define the relationship to an event dataset using the Key and the Matching key in the Edit dataset dialog.
For each lookup dataset that you want to transform for person-based B2B lookups, enable Transform dataset to ensure that the data is transformed for person-based lookups. See Transform datasets for B2B lookups for additional information.

The table below provides an example overview of the Person ID, Key, and Matching key values for each of the datasets.

Dataset
Person ID
Key
Matching key
(in event dataset)
B2B Activity Dataset
SourceKey
personKey.sourceKey
B2B Person Dataset
SourceKey
b2b.personKey.sourceKey
B2B Account Dataset
SourceKey
accountKey.sourceKey ❶
SourceKey
(B2B Person Dataset)
b2b.accountKey.sourceKey ❶
B2B Opportunity Dataset
Source Key
opportunityKey.sourceKey ❷
SourceKey
(B2B Opportunity Relation Dataset)
opportunityKey.sourceKey ❷
B2B Campaign Dataset
SourceKey
campaignKey.sourceKey ❸
SourceKey
(B2B Campaign Member Dataset)
campaignKey.sourceKey ❸
B2B Marketing List Dataset
SourceKey
marketingListKey.sourceKey ❹
SourceKey
(B2B Marketing List Member Dataset)
marketingListKey.sourceKey ❹
B2B Account Person Relation Dataset
SourceKey
personKey.sourceKey ❺
Source Key
(Event datasets)
personKey.sourceKey ❺
B2B Opportunity Person Relation Dataset
SourceKey
personKey.sourceKe y❻
Source Key
(Event datasets)
personKey.sourceKey ❻
B2B Campaign Member Dataset
SourceKey
personKey.sourceKey ❼
Source Key
(Event datasets)
personKey.sourceKey ❼
B2B Marketing List Member Dataset
SourceKey
personKey.sourceKey ❽
Source Key
(Event datasets)
personKey.sourceKey ❽

See Add and configure datasets for more information on how to configure settings for a dataset.

Data view

To have access to relevant B2B dimensions and metrics when building your Workspace project, you must define your data view accordingly.

You can, for example, add the following components to your data view to ensure you can report on person-based level on your B2B data. The component names are sometimes modified for clarity from their original schema names.

Metrics

Component name

Dataset

Data type

Schema path

Annual Account Revenue

B2B Account Dataset

Double

accountOrganization.annualRevenue.amount

Number of Employees

B2B Account Dataset

Integer

accountOrganization.numberOfEmployees

Actual Campaign Cost

B2B Campaign Dataset

Double

actualCost.amount

Budgeted Campaign Cost

B2B Campaign Dataset

Double

budgetedCost.amount

Expected Opportunity Revenue

B2B Opportunity Dataset

Double

expectedRevenue.amount

Expected Campaign Revenue

B2B Campaign Dataset

Double

expectedRevenue.amount

Opportunity Amount

B2B Opportunity Dataset

Double

opportunityAmount.amount

Dimensions

Component name

Dataset

Data type

Schema path

Account Name

B2B Account Dataset

String

accountName

Campaign Name

B2B Campaign Dataset

String

campaignName

Channel Name

B2B Campaign Dataset

String

channelName

Country

B2B Account Dataset

String

accountBillingAddress.country

Forecast Category Name

B2B Opportunity Dataset

String

forecastCategoryName

Industry

B2B Account Dataset

String

accountOrganization.industry

Last name

B2B Person Dataset

String

person.name.lastName

Marketing List Name

B2B Marketing List Dataset

String

marketingListName

Opportunity Name

B2B Opportunity Dataset

String

opportunityName

Opportunity Stage

B2B Opportunity Dataset

String

opportunityStage

Opportunity Type

B2B Opportunity Type Dataset

String

opportunityType

Webinar Session Name

B2B Campaign Dataset

String

webinarSessionName

Workspace

With your components properly defined in the data view, you can now build specific B2B reports and visualizations in your Workspace project.

Below is a screenshot from an example project that relies on the connection and data view described above. The visualization descriptions explain which of the freeform table visualization relies on the transformed B2B lookup data.

Sample project

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