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Final Report – Customer Experience Digital Data Layer v1.0 Ready!

The v1.0 of Customer Experience Digital Data Layer is now ready in the form of a W3C Community Group Final Report. 14 months, 102 participants, 56+ organizations’ input has helped get the specification into its current form – it is not always easy to get major industry players on the same page on any subject – it is a testament to the collaborative spirit of the community, the pressing needs of the industry and the vision laid out by industry analysts and gurus – that helped in making this specification a reality.

The specification is a start – there will be much that will be learnt through implementation, and there are areas the specification did not get into in the interests of getting something collaborative, yet meaningful, out the door. It is thus a “commencement” of this journey.

Here is a link to the Final Report:

http://www.w3.org/2013/12/ceddl-201312.pdf

Specification in Final Write-up Mode

The Customer Experience Data Collection specification is in its final stretch as each of the sections on core specification, privacy, extensions, industry examples all get written out.

Strong support and momentum continues on this work, and there has been good coverage in the industry press on this subject, as well as several blogs on this subject. We are expecting wide usage of this specification, and expect it to spur the industry forward towards the next generation of innovation.

Sri

First Draft of Customer Experience Digital Data Acquisition published by Customer Experience Digital Data Community Group

On 2013-05-17 the Customer Experience Digital Data Community Group published the first draft of the following specification:

Participants contribute material to this specification under the W3C Community Contributor License Agreement (CLA).

If you have any questions, please contact the group on their public list: public-custexpdata@w3.org. Learn more about the Customer Experience Digital Data Community Group.

2nd Summit Successfully Completed!

A second multi-hour summit was successfully concluded on April 11, using Google Hangout and multiple physical sites as primary means of communication.

A number of issues were worked through and dates for draft specification was laid out.

A blog on this subject was also published at:

http://www.smartercommerceblog.com/smartermarketing/2013/04/25/the-coming-new-standard-for-digital-data-collection-via-tags/

by Akin Arikan from IBM.

Sri

Making the Data Layer simpler to navigate with Object Literals

Object Literals in JavaScript Objects offer a convenient mechanism to encapsulate data, and have been used widely in implementations. Applying the same notion to the Data Layer allows for better interpretation of the individual objects and hence use of the data layer.

The Core objects subgroup is driving this improvement in the usability and interpretability of the objects to make it ever easier for a broad adoption of the specification.

Sri

Data Layer definition supports “Privacy by Design” imperative

Privacy has been a subject of significant debate over the last few years, with US and EU governments taking a significant stand on this subject. The FTC in US has issued a framework for privacy related discussions which has three key elements:

  • Simplified Consumer Choice
  • Privacy by Design
  • Transparency of Use

Building Privacy into the Data Layer for collecting customer experience data is part of the guideline to build Privacy into the processing stack by design, which is exactly the direction this work is headed in. Of course, a specification can only give helpful clues to the processing application regarding the nature of data, but cannot enforce it. That will remain the domain of the processing applications.

Sri

Industry data to add flexibility to Customer Experience specification

The coming of age of business use of Internet was primarily driven by content publishing and electronic Commerce, and in the latter space, Retailers led the charge, closely followed by the Travel industry. These businesses also became the primary users of Web Analytics (aka Digital Analytics in its current form) to improve “conversion rates”, increase engagement, bringing a focus on personas and so forth.

From a digital analytics perspective, while it may be convenient to start bucketing all the data elements captured in the “buy” phase of customer interaction, regardless of the industry context, into the same objects – it is not always intuitive to do so – especially when the industry context begins to go well beyond traditional Retail type environments into products like Insurance – where the method of engagement changes significantly.

The customization subgroup is focused on adding some unique objects on a per industry basis which can then be worked into the core specification itself, leaving room for adding additional industry specific attributes down the road.This will simplify use of the specifications in any industry context.

Sri

Four subgroups, aggressive timelines – customer experience digital data work is seriously underway

Following the face-to-face meeting at Google offices on January 16th, when the broader group got its first chance to review the specification as it stands, an additional subgroup – “Core Object & Syntax Review” was formed to take in additional comments and upgrade the core objects.

This is thus the fourth subgroup now

1. Core Objects & Syntax Review

2. Privacy

3. Customization

4. Dynamic Values

The next two months will see the groups deep diving into each area and finalizing recommendations in this space.

If you wish to join, you can directly click on the Link to the Top Right (Join Now!).

January 16, all day meeting, hosted by Google

The Community group is gearing up towards its first multi-hour session, hosted by Google, at multiple sites (New York, MountainView, London, Chapel Hill) on January 16.

The group will be reviewing the latest version of the specification and will be making comments across all elements of the specification. Also, the subgroups already formed – Privacy, Customization, Dynamic Pages – will give an initial report on their goals, Use Cases, and progress to date.

The discussions may yield additional sub-groups and suggestions. Promises to be a good day of discussions that not only moves this first specification forward, but brings up other areas of possible standardization in this space.

Sri

Customer Experience Digital Data charter Approved

The W3C Customer Experience Digital Data Community Group charter was approved on December 13, 2012 and that sets the stage for beginning the review of the draft specification for a data layer to capture customer experience data from digital properties.

The Community group features leading Digital Analytic vendors, Tag Management vendors and key brands like HSN & Best Buy. The goal is to deliver a data layer specification over the first six months of 2013.

Sri