1. Tagging And Measurement
UX 2.0 Architecture
August 11, 2015

2. Agenda Our Tagging Approach DLO & Annotations
UX 2.0 Data Flow Architecture
Data Science
Fail Safe & Portability

3. Our Tagging Approach
OLD (UX 1.0)
Analytics Data is controlled by s_omniPageLoadTrack() function
More Scraping from page, High possibility of tag breakage
Closely tied with one endpoint(Site Catalyst)
New UI Theme by IT will break our existing functionalities
High Dependency on IT Team
Limited Data Access to analytics team
Less portable with new projects
Code maintenance is a nightmare
NEW (UX 2.0)
MVC Tracking Engine
Acts as a separate layer (DLO)
Supports Qubit, Site Catalyst, and real-time clickstream end point
encapsulate site specific handling to call engine in a site layer
Easily Portable across sites
Track performance
Defines handling of UX 2.0 and Classic(Old) pages
Handles not sending duplicate tracking
Uses Annotations to bind handlers to user actions to handle interaction tracking
Zero Scrapping from page & Digital marketing are trivial

4. Data Layer Object
The Data layer object(DLO) is a fancy word for Javascript object. In simple terms it contains master data for Analytics team.
DLO and annotations are expected to be portable across sites.
DLO Contains:
Add to cart data
Item data object
Order confirmation data
Product details data
Promotional data
Search/Browse data
Home page data
Daily deals page data
Global Variables (User/Device/Environment)
Global Cart information

5. Annotations, Markers & SCResponse
Decorating/annotating elements on a page is to make it easy to retrieve elements from the DOM. So that our code can leverage to take action for tracking or binding when customer interaction causes an expectation of a response or next step.
Annotation(s):
scLink
scValue
scType
ctaType
Locater
bindType
scNavLink
scTab
scInput
scTrack
Page Marker(s):
Contentloading
Contentloaded
Dommodifying
Dommodified
ScResponse:
Add
Update
Remove
Example: ATC, ATL

6. UX 2.0 Data Flow Architecture
Click Here for a detailed view
Abstraction of Event Manager, Data Manager and Tracking Manager
Event Manager and Data Manager can be owned by Engineering
We are responsible for Tracking Manager
Data Manager effectively wraps the DLO at which point we do not care about the DLO
Data Manager can also source data from the URL and cookies as well as DLO
Event Manager is an abstraction on signals out of the page and turning them into Events
Signals are the raw activities like a user click or contentloaded that can be based on watching activity directly in the page
Not all signals are Events but some signals help generate events
For instance, clicking the add to cart button, then polling for the scResponse can be a path of signals that generate an Add To Cart event
Tracking Modules register to listen for events and use Data Manager to get Data

7. What do we have for Data Science Team
UX 2.0 is Data Science Friendly
Most of the information available in the page will be added into Data Layer Object(DLO)
Info which can’t be tracked in SiteCatalyst can be sent to Hadoop which will be used for data science
Products displayed to user in search results.
Slot and row numbers on all carousels
Various promo details
Device, Latitude & Longitude information's

8. Portability & Failsafe
DLO, Annotations & Tracking Engine can be easily ported across the sites like dot com, mobile web, angular based sites, etc
We can easily convert the Analytcs DLO to universal variable schema recommended by W3C
Qubit uses Universal Variable logic, so this will be easy and less effort to extract data from DLO to Universal Variable.
Sophisticated log tracking to troubleshoot issues
Create tracking safety net and send last second tracking when standard flow of tracking fails (Example: Exit Tracking, User Interacts with a nav link before the page loads completely)
Future Enhancements
Track app health and performance modules
Logging enhancements
Different levels of logging
Logging per “namespace”
Impression and viewed products tracking

9. Thank you!