Analytics Integrations

What Is Verint XM Data Integration?

Verint XM Data Integration is the ability to connect Verint XM satisfaction data with your clickstream behavioral data. By importing clickstream variables into the Predictive Experience portal, you can create a profile of key visitor segments based on specific behaviors and survey data. For example, low satisfaction visitors with a high shopping cart value. Some examples of this type of data are; days since last visit, total visits, products viewed, and conversion variables.

Why Use It?

Forward thinking organizations want to see how customer experience impacts sales and ultimately shapes their business. With Verint XM Data Integration, respondent-level data can be loaded from various business systems into Verint XM tools that add context for decision making, as well as provide a comparative format for detail analysis. Deep, segmentation-level analysis can be performed to help guide strategies within specific customer segments, audience profiles, etc.

Adobe - Verint XM CX Measure Integration

Passing Verint XM survey data into Adobe can help optimize your clickstream reporting.


Benefits of Data Integration

  • Ability to tie Verint XM Voice of Customer data back to visitors within your Adobe Analytics suite.
  • Ability to use Verint XM's Advanced Analytics Portal and Predictive Experience portal to segment survey data by the clickstream data passed from Adobe.
  • Adds context for decision making and providing a comparative format for detailed analysis.
  • Deep, segmentation-level analysis can be performed to help guide strategies within specific customer segments, audience profiles, etc.

Why Integrate: Use Cases


How It Works


What Data Should I Integrate?

Verint XM -> AdobeAdobe -> Verint XM
Pass the data points that allow you to create meaningful segments within your clickstream data.
Focus on the core model and custom questions you currently monitor:
Key Future Behaviors
Top Priority Elements
Primary Visit Reason
Task Accomplishment
Previous Purchase
* Product Shopping For
Pass the data points that allow you to create meaningful segments within Verint XM.
Focus on transactional metrics:
Did they download a piece of content
Did they watch a video
Did they sign up for an account
Did they add items to basket
Did they use the search box
Core population segmentation (Membership Level, etc.)

Setup Step 1: Data Identification

Work together with Verint to decide what data will be exchanged between Adobe and Verint XM.

Variables eligible to be passed to Verint XM:

Adobe Analytics Standard VariablesDescription
Cart AdditionsOrders metric
Cart RemovalsShopping cart metric
Cart ViewsShopping cart metric
CartsShopping cart metric
CheckoutsShopping cart metric
ChannelShopping cart metric
Connection TypeConnection type: Example "LAN" or "Modem".
Customer LoyaltyCategory of customer based on number of purchases, example "new" or "return".
Days Since Last VisitGrouping for days passed since last visit, e.g., "Group A: less than 1 day."
Entry PageThe page name the visit started on.
File DownloadName for file download.
GeoSegmentation CitiesCity based on IP address.
GeoSegmentation CountryCountry based on IP address.
GeoSegmentation Demographic AreaDMA based o.n IP address
GeoSegmentation Region/StateRegion / State based on IP address
OrdersOrders metric
PageThe name of the page (if set)
ProductProduct name or ID.
Product ViewsProduct views metric.
ReferrerPage prior to the current page.
Referrer DomainThe domain of the referring page.
RevenueRevenue metric.
Search EngineSearch engine that drove the visit.
Search KeywordSearch engine keyword used to drive the visit.
ServerCustom traffic variable for servers.
Tracking CodeTracking code for external campaigns.
Visit NumberThe number of visits recorded for this visitor.
Mobile Device nameMobile device manufacturer.
Mobile OSMobile Operating System.
Visitor ID *The Adobe identifier for this visit.

Setup Step 2: Adobe Setup

  1. Verint makes updates to the survey configuration code in order to send context variables to Adobe. These are the survey Measurement ID and Respondent ID.
  2. You add a new processing rule in Adobe_ to map the context variables created by Verint XM to the eVar(s) you intend to use for integration. Verint provides the survey_mid variable. See image b below.
  3. Please complete setup document with your Account Team to select the Data Points you want to integrate. See image c below.


Special Note for Native Mobile Apps

Verint XM supports integrations with Adobe Analytics running on native mobile apps. However, a few extra steps are required:

  1. Enable the Adobe Experience Cloud ID
  2. Pick up the Adobe Visitor ID (visitorMarketingCloudID). Refer to Adobe methods for details.
  3. Set the Adobe Visitor ID to a CPP called OMTR_BEACON. Refer to the Android and iOS instructions on how to set CPPs.
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Setup Step 3: Data Exchange

  1. Verint XM builds the data exchange between the two systems.
    • Cannot begin work until the Setup Document is completed.
    • Process typically takes 2 – 3 weeks to fully build and test data exchange.
    • For testing and validation, please provide either:
      • A point of contact (with Adobe access).
      • -or- A login for Verint XM to access your Adobe suite.
  2. Once both systems are receiving data, Verint schedules a meeting to review the data in each of the portals.
    • Validate data is sent in its most usable form.
    • Ensure both teams have an understanding of integrated data metrics.

Additional notes for the Adobe integration

  • The Verint XM Respondent ID is used as a common identifier for data integration. The process of making this key available in the clickstream data is called the “integration handshake”.
  • When a website survey is submitted, the survey thank you page sends the Verint XM Respondent ID to Adobe and it is associated with that visitor’s session ID.
  • This handshake is the priority first-step for data integration, because once IDs are successfully trading between both tools, integration data can be back-filled to that point.
  • Verint XM survey configuration updates: An update to Verint XM's survey configuration allows the Adobe session ID to be captured as a customer passed parameter (CPP) during the user’s website visit. Important: Verint can only send integrated data to the report suite used during the user’s website session.
    • Survey code identifies the Adobe report suite responsible for the site visit.
    • Captures the Visitor ID of the session.
  • Thank You Page Updates: Verint XM Thank You Pages are updated to create Context Variables for completing the integration. Context variables are temporary values Verint can submit to Adobe to contain our respondent IDs. By default, the code creates two such values: foresee_rid and foresee_mid, which store the respondent ID and measurement ID respectively. A processing rule takes these temporary values and commits them to an eVar for storage and use with the integration:
    • survey_rid stores the respondent ID that marks each unique submission of the survey.
    • survey_mid stores the parent measurement ID of the integrated survey.
    • survey_xid stores an additional third party ID for integration (optional).
  • Unique eVar Per Integration (Verint recommended):
    • A single eVar should be used to hold respondent IDs for each survey integration. This provides the most accessible format of the integrated data.
    • The survey_mid is used to conditionally map survey_rid values to a unique eVar for each survey.
      • Example: If survey_mid = “Survey1ID” then eVar1 = survey_rid
        Else If survey_mid = “Survey2ID” then eVar2 = survey_rid
  • (Not Recommended) Two eVars for all Integrations. If there are insufficient eVars available to map each integration to its own eVar, an alternative approach can be used to contain all integrations in only two eVars. Access to integration data is significantly more difficult when using this method.
    • survey_rid is stored in one eVar for all integrations.
    • survey_mid is stored in a second eVar for all integrations.
  • Creation of processing rules requires access before your first rules can be created.
  • Conditional rules apply only to Adobe Sessions that meet all criteria.
  • Verint XM measures available for integration: Desktop website and Tablet/Phone (in-session survey only).
  • Once an eVar has been established to hold the Verint XM Respondent ID, the integration handshake is “live.” Data can be historically appended as far back in time as that go-live date.
  • Types of Verint data that can be passed to Adobe:
    • Latent level Element, Satisfaction, and Future Behavior scores
    • Closed-Ended Custom question responses
    • Up to 15 total data-points can be sent per measure. Combined between Latents and Custom Questions.
  • Types of analytical data that can be passed from Adobe to Verint XM:
    • All Standard Adobe Omniture variables
    • Up to five Customer specified Traffic Variables (sProps)
    • Up to five Customer specified Conversion Events (eVars)
  • Many integration data-points are sent to ForeSee as multiple values for the session. In these cases, a pre-processing rule must be applied to the data before it can be displayed in the Predictive Experience portal. Processing Rules for Adobe Data in Predictive Experience portal:
    • Append: All values are concatenated together. Duplicated values can appear in the final result.
    • Unique Append: All unique values are concatenated together. No duplicate values are in the final result.
    • First: The pre-processed file uses the first non-empty value. In Omniture pre-processor mapping files, this rule is normally used for the visitor ID.
    • Sum: This rule is for numeric values only. The sum of all the values is the final result.
  • Verint sends data once a day after the Predictive Experience portal is updated and scores calculated. Expect a two-day lag for Adobe data to be available in the Predictive Experience portal.
    • Day 1: Surveys collected. Scores/Impacts calculated overnight.
    • Day 2: Scores/Impacts available. Verint-Adobe data exchange occurs.
    • Note: Verint servers reside in the Eastern time zone (GMT – 5) and a “day” ends at 11:59pm EST.
  • Adobe/Verint can only guarantee an 80% data match on integration data.

Google - Verint XM CX Measure Integration

How It Works


What Data Should I Integrate?

Google -> Verint XM
Pass the data points that allow you to create meaningful segments within Verint XM:
Focus on transactional metrics:
Did they download a piece of content?
Did they watch a video?
Did they sign up for an account?
Did they add items to basket?
Did they use the search box?
Core population segmentations (Membership Level, etc.)
Source / Campaign / Keyword
Send up to seven dimensions.
Send up to 10 metrics.
Google dimensions and metrics information:

Google Set-Up

Please complete the following:

  1. Provide your Tracking ID (e.g., UA-XXXXX-Y). (Note: This is sometimes referred to as a Google Analytics API Name or a Web Property ID).
  2. Create and provide two custom Dimension IDs:
    • One to store the Verint XM Respondent ID, set the scope to session.
    • Another to store the Verint XM Modelinstance ID, this is optional.
  3. Provide your account username/email address or set up an additional account for Verint. (This account needs both Read and Analyze permissions). Verint XM also needs the Service Account Key file (p12 file). Instructions on obtaining the file are located here.
    • The p12 file is needed so that the integration can be configured to use your Google Analytics API for data transmission. (Due to Google Analytics API quota limitations, it is not possible for the integration to flow through Verint XM's API quota.) In most cases, clients have enough capacity for the VerintXM-Google Analytics integration.
    • You should have an API quota of at least 50,000 API calls per day, while most integrations require less than 10,000 daily API calls. A conservative estimate of the amount of quota needed for the integration is determined by this formula: np(d + m), where n = number of respondents, p = number of GA profiles, d = number of dimensions (max is 7), and m = number of metrics (maximum is 10).
  4. Identify and provide a list of the dimensions and metrics you would like to send into the Predictive Experience portal to be paired with the respondent-level data.
    • Limited to seven dimensions and 10 metrics.
    • NOTE: One dimension must be reserved for the Verint XM Respondent ID.

Other Analytics Integrations

How It Works


Set-Up Process

Integration Link

  1. Smart Thank You Page (STYP):
    1. Requires Javascript code from clickstream vendor to create the link.
    2. Verint integrates code and begins to send survey respondent details.
    3. You confirm receipt of Verint XM RespondentID and Verint pushes all updates to production.
  2. Customer Passed Parameters:
    • Requires a visitor unique identifier passed to Verint XM with the survey response.
    • Unique identifier can be provided via cookie or Javascript variable.

Data Exchange

  1. Create a data extract file that includes the RespondentID and associated behavioral data points.
  2. Drop the data extract file to the Verint SFTP; data is processed and available the next day.
  3. Verint creates a data extract that includes the visitor-unique ID and sends to client via SFTP.

Appendix Additional Information

  • MeasurementID, respondentID, questionID, and answerID are all alphanumeric. This may cause some issues during the data transmission and append process for clients whose internal database is set up to expect numeric IDs only.