Targeting with Digital Experience Analytics

Important: This feature is available upon request. Ask your Medallia expert to file a Feature activation request with Medallia Support.

Digital Experience Analytics (DXA), part of Medallia Digital Suite, analyses a web visitor's behavior and detects Digital Experience Scores in real-time. Digital Web can listen for these signals from DXA and make them available as part of the targeting process. Use these DXA real-time behaviors and scores to trigger Digital invitations to provide feedback at exactly the right moment.

The following types are supported:

  • Behavioral events that detect certain interactions on a page, such as on page search or copy and paste.
  • Scoring events based on common analytics metrics, such as Experience Score.

For example on a web page, if the real-time scrolling behavior is detected, trigger an invitation to provide feedback about what engaged the visitor. Or on a web store, if the frustration score exceeds a threshold, trigger an invitation to provide feedback and gain insight into what caused the frustration. When an survey uses this kind of trigger, DXA's real-time pillar scores are added to the Digital feedback record.

This section assumes you are familiar with:

DXA Digital Experience Signals

DXA Behaviors

DXA Experience Issue

With Digital and DXA integrated, in the Digital Command Center the behavioral targeting options change. For surveys that use an invitation trigger the behavioral targeting section shows the following options.Layer 1 1 2

  1. The Target by User Behavior Trigger option changes so that the drop-down menu also displays the supported DXA scores.

  2. The Target by Score option is added. The drop-down menu displays the supported DXA behaviors. The conditional drop-down and text box configure how Digital responds to the trigger.

To target a Digital invitation to provide feedback using DXA, choose from the following:
  • Configure DXA scores as Digital triggers by selecting the Target by External Trigger option and choosing a condition. When the specified condition is met, such as DXA's frustration score exceeding 7, the Digital invitation to provide feedback is triggered. See DXA scoring event triggers.
  • Configure DXA behaviors as Digital triggers by selecting the Target by User Behavior Trigger option. When the behavior is detected, such as DXA's copy and select, the Digital invitation to provide feedback is triggered. See DXA behavioral event triggers.

DXA triggers can be combined with the other Digital targeting options to create more complex targeting rules. For example to trigger an invitation to provide feedback on a scroll event for only a certain percentage of visitors.

When using DXA and Digital to trigger invite surveys in this way, note that:

  • There is a maximum of one DXA score and DXA behavior rule available for each survey

  • Prioritization of one survey candidate per page only

DXA scoring event triggers

Use DXA scoring events to trigger a Digital invite survey, for example when an experience is not scoring highly enough. The following scoring events are supported:

  • Real-Time DXS
  • Engagement Score
  • Frustration Score
  • Navigation Score
  • Form Experience Score
  • Technical Experience Score

When a Digital survey relies on these DXA scoring events, the following conditions are available:

  • Smaller than
  • Equals
  • Greater than

The text box accepts numbers and floats which the score is compared to using the condition chosen from the dropdown. This value is required and the box cannot be empty.

DXA behavioral event triggers

Use DXA behavior events to trigger a Digital invite survey, for example when a select and copy event is detected. The following DXA behavioral events are supported as Digital triggers:

Frustration Pillar

  • Birds Nesting
  • Rapid Scrolling
  • Unresponsive Multi-click
  • Repetitive Device Rotation

Engagement Pillar

  • On page search
  • Pasting
  • Print
  • Reading
  • Responsive Multi-click
  • Slow Responsive Multi-Click
  • Scroll Engagement
  • Select and Copy
  • Copy and Paste
  • Comparison Browsing

No Pillar associated

  • Comparison browsing

  • Retrieve and Leave

  • Comparative browsing (Tabb...)

  • Stuck on screen

  • Stuck on sequence of screens

When a Digital survey relies on these DXA behavioral events, the Delay by x seconds option defines the number seconds that pass between the event being triggered and the survey triggering. If the text box is empty then there is no delay, otherwise type the number of second to delay the trigger.
Note: This delay is additional to any delay set using the Time on page and Time in Session options.

DXA data sent

Invite surveys that use a DXA trigger as described here send the following additional data:

  • DXA behavior name
  • DXA experience score, if relevant

The relevant events are:

  • MDigital_show_form
  • MDigital_invite_displayed
  • MDigital_form_submitted
  • MDigital_CaptureButton_Taken
  • MDigital_Form_Close_No_Submit
  • MDigital_Form_Close_Submitted
  • MDigital_Invite_Declined
  • MDigital_Submit_Feedback
  • MDigital_ThankYou_Close
  • MDigital_ThankYou_Displayed
  • Medallia Digital Feedback Submitted
  • Medallia Digital: Real-time activated survey

This data can then be used for segmenting. For example, to segment on the visitors who have submitted feedback.