How does Acoustic Experience Analytics (Tealeaf) work with IBM Universal Behavior Exchange (UBX)?

Today's customer can interact with your business across multiple channels, applications, and devices. Often, a customer interaction involves multiple touch points across various solutions, with interaction data in multiple applications. This makes it difficult for stakeholders to understand an aggregation of the customers’ experiences and behaviors.

IBM Universal Behavior Exchange (UBX) is an integration framework that allows different offerings to exchange data seamlessly so that businesses can understand their customer's behaviors across multiple applications and channels.

UBX works on a publish and subscribe model. Publishers register and send event data to UBX, and the destination endpoints (known as subscribers) register and receive the event data and present it in their own format. Each product that is registered in UBX has their own presentation layer.

With UBX, you can share customer event data between UBX-enabled products, including Acoustic Experience Analytics (Tealeaf) for a broader and deeper understanding of your customer's experiences and behaviors.

Presently, Acoustic Experience Analytics (Tealeaf) acts only as publisher of event data. For example, as a publisher in the UBX ecosystem, Acoustic Experience Analytics (Tealeaf) might capture data from a cart abandonment event and then publish that data. A subscriber application in the UBX ecosystem (Journey Analytics for example) captures and presents data from the cart abandonment event in their own model and framework.

Key terminology

To better understand how Tealeaf works with UBX, you need to know the following terms:

Endpoint

In UBX, an endpoint is a representation of a business solution that provides or receives data through UBX.

Solutions and applications that are created and supported by IBM or approved IBM Business Partners can be registered as UBX endpoints.

Event

In UBX, an event is a specific interaction or behavior that a business application can detect at a specific time and that can be associated with a customer identifier.

Events published to UBX must conform to a taxonomy. UBX supports a diverse taxonomy of event types.

The taxonomy is organized around several categories. Each category contains several related event types. For information about the taxonomy, see the IBM Universal Business Exchange Knowledge Center.

Syndication

In UBX, syndication refers to the entire sequence of actions that occur between endpoints that provide marketing data through UBX and the endpoints that receive marketing data from UBX.

Identifiers

Identifiers are attributes that identify a specific individual. When a UBX partner integrates its product with UBX, it declares which event and audience attributes that it intends to use as identifiers. Each identifier definition specifies a name, a value, and a type.

UBX partner products are free to assign any name to an identifier. The value is determined during the event. UBX uses the identifier type to correlate identifiers it finds in the event traffic. The identifier type must conform to one of the pre-defined types that UBX supports.

You can specify custom identifiers within Tealeaf using step attributes.