Data Capture Points

MXO enables capturing customer and event data from various sources:

• HTML Elements: Capture data from web form fields or text displayed on a webpage.

• URI/API Parameters: Capture data from web address query parameters or API call properties.

• Cookies: Capture data from cookies present on the page.

To set up a new Attribute Capture Point for an Interaction Point, you'll need to:

1. Choose to save the data as a Customer Attribute (part of the customer profile) or as an Activity Attribute (part of an event or activity).

2. Decide whether to save the data to a new attribute or an existing one.

   For more information on attribute types, refer to Where can I store captured data values?

Where can I store captured data values?

When setting up Attribute Capture Points, MXO allows you to store data as a new or existing attribute, which is discussed in more detail in the 'Data Capture Points' section.

An Existing Attribute

With this selection, captured data values are stored in an existing attribute. If you are capturing data to use as a customer Key, the attribute must be defined as a Key attribute.

A New Attribute

This selection allows the user to create a new attribute, and captured data values are stored there.

Captured data values are accessed differently in MXO, depending on their designation as either Customer or Activity Attributes.

Customer Attributes

Recorded as part of a specific customer profile (AEP) and only the most recently captured value is maintained. That value can be accessed for use in orchestration through the Customer Metadata Data Adapter. Customer Attributes are best suited for storing information that is less likely to change frequently, including a customer's age, loyalty level, and key identifiers like email addresses and IDs.

Activity Attributes

Recorded as part of a specific event or activity record, enabling access to current, historical, and aggregated values for this type of captured attribute, as described below:

• Current Value: Use a Request Data Adapter to access an Activity Attribute's current value.

• Aggregated Value: Access a summary of Activity Attributes' values with a Listening Event Aggregate Data Adapter.

• Historical Value: Retrieve the last recorded value for an Activity Attribute using the Propositions Data Adapter. Provide an activity type and proposition in the propositions data adapter to access the last recorded attribute value for that specified activity type and proposition.

Activity Attributes are designed to capture data that may vary with each event, thereby providing a rich historical dataset that can be leveraged for analysis and customer journey orchestration.

Customer Attributes store only the last captured value against the customer's profile, which means that only the most recent information is retained for use in orchestration and journey analytics.

For example, if a customer attribute "SKU" is captured during two separate events—first as 123 and then as 456—MXO will only store the value 456 on the customer's profile. While there is a method to report a count of 1 against both values for orchestration use cases, the profile itself only retains the latest value.

Conversely, Activity Attributes are stored with each activity event, preserving a history of the attribute capture. This allows MXO to maintain a record of all values associated with the events, such as both 123 and 456 for the "SKU" attribute, which can be utilized for orchestration and journey analytics.

Limitations of Captured Values

There are certain limitations applied to captured values in MXO, as detailed in the list below:

• Customer Attributes (Non-Key) are limited to 2000 characters.

• Key Customer Attributes are limited to 255 characters.

Customer (Non-Key) Attribute values containing 2001 characters or more will not be captured and stored by MXO.

Capturable Page Element Values

MXO lets you capture the following values for each type of page element:

*Attribute value allows you to specify a specific HTML element attribute to capture. For example, on an image, you may want to capture the 'alt' or 'title' attributes.