Visitor Identification,Segmentation & Transformation Architecture
What are VISTA rules?
VISTA stands for Visitor Identification, Segmentation & Transformation Architecture. It is Adobe Site Catalyst technology to implement rule or apply logic on server side, after collecting data on website, but before sending processed data to Adobe Analytics Server.
VISTA rules are realtime data manipulation system, which resides on serverside, where in any traffic variables and custom variable can be created or deleted. There is no limit to create VISTA rule on each Report suite.
VISTA rules can act on data sent in HTTP header and data sent through Report and Analytics code.
Who Implements VISTA rules ?
Adobe Engineering Team plays a major role in implementing VISTA rules. Clients need to identify and share requirements of VISTA rule with Adobe Engineering Team. The team hard code the requirements, test rules and after getting desired results, the scripts are pushed to production server. But that does not come for free, you need to pay stipulated fee for that.
VISTA Rule Implementation Use Case
Imagine an insurance company has Direct Sales Associates(DSA) who are appointed across all the states in India. An online enquiry form is placed to acquire the leads through website. In the Enquiry Form there is a drop down menu which has all DSA names populated along with Insurance company’s state specific sales team.
When a prospect fills web enquiry form, the sales would be attributed to specific DSA or sales team based on the option chosen by the visitor.
For above requirement the developer team of insurance company has to transport the data to server, where in Adobe team sets up VISTA Rule to segment the data based on the option chosen by the prospect.
What are the other situations, where VISTA Rules can be implemented?
- To filter out internal traffic to company website.
- Real time visitor segmentation based on demographic factors like age and geographical they belong to. Visitors can be segmented on any possible factor we capture through form text fields. These form text fields are sent either through site catalyst variable or query parameter which are appended to URL.
- Capture the order values along with product line to target the customers, to upsell or cross sell.