2.5.7 Registration Tag

The Registration tag creates a Lifetime Visitor Experience Profile (LIVE Profile) by associating a single common Registration ID with the IBM® Digital Analytics permanent cookie set in every browser visiting the tagged site.

The Registration tag can also collect additional demographic information, including email address, city, state/province, postal code, country and up to fifty 256-byte custom 'Attribute' parameters. This collected data can be used to generate Analytics Segments and, in Explore, Registration Module reports. Note that unlike other tag types, the Registration tag does not have a separate 'Extra Field' parameter list, although the 50 'Attribute' values will appear in the 'TagBar' plug-in display as "Extra Field 1 (rg1)" through "(rg50)".

Up to 50 distinct demographic values can be collected using the 'attribute' parameter of the registration tag. All 50 attributes are available in the Explore/Registration Module (if contracted). Attributes 1-15 are available for selection as Visitor Criteria in Analytics 'Manage/Report Options/Report Segments', and for IBM LIVEmail segmentation (if contracted). Before including the collected 'attributes' in a Report Segment, the attributes must first be aliased to descriptive names within the 'Admin/Extra Fields' panel.

Attributes 11-15 are additionally available for selection as 'profile' criteria within Analytics 'Reports/Demographics/Profile Segments' reporting. Attribute 50 is reserved for visitors' status with email communications. See Registration Attribute 50 for more information. Aliasing of these attributes to make them available for selection in the 'Enter Criteria' step must be requested through IBM support. See Additional Tag Attributes for Explore for examples of 'attribute' parameter data collection.

The Registration tag should be sent upon any of the following events, or any other event where the visitor supplies the identified 'Registration ID' and any additional or updated demographics identified for collection.

• Order completion
• New account setup
• Account profile update
• Account login
• Submission of a newsletter subscription or other identifying form

Key Reports Populated:

Site Metrics; Dashboards (KPI); Paths (Visitor Purchase Funnel / Previous Unique Buyer Funnel); Demographics (Profile Segments); Report Segments (Visitor Criteria); Explore/Registration Module (if contracted); LIVEmail (if contracted)

cm_lm= Registration Parameter:

It is possible to generate a Registration tag automatically on marketing landing pages by specifying a 'cm_lm=<value>' query string parameter value in the marketing URL. The <value> specified in the parameter is typically the visitor email address like email@address.com, obtained in conjunction with an email marketing campaign. When you specify an email address in the cm_lm= parameter, do not URL encode the '@' character.

The typical use case for cm_lm= is in marketing links placed in a marketing email. Use of cm_lm= accelerates collection of Registrant profile information in the Digital Analytics data warehouse. This is beneficial when used with a LIVEmail deployment to accelerate the number of registration profiles available for generation of segmented LIVEmail feeds to ESPs.

cm_lm_o= Obfuscated Registration Parameter:

Use the cm_lm_o= parameter to obfuscate email addresses in the marketing URL according to a simple substitution cipher.  IBM servers reference this cipher to de-obfuscate the collected cm_lm_o= value for use in Digital Analytics exports and reports.

Table 1. Original and obfuscated values

Original values:	ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz-_1234567890
Obfuscated values:	-P2KHd7ZG3s14WRVhqmaJe8rQUz_ gpwuTtbXLkFEB56ylfAMc0YOCjvnNSDxIo9i

For this example URL:

http://www.site.com/page.html?cm_lm_o=fwlf@fwlf.gBF

The de-obfuscated value for "fwlf@fwlf.gBF" appears in Digital Analytics exports and reports as "test@test.com".

Tagbar display of cm_lm_o= registration tags

The Registration ID and Email Address parameters in Registration tags generated by the "cm_lm_o=" URL parameter will be hidden until Tagbar 'Debug Mode' is enabled.  With Debug Mode enabled, Registration ID will appear as '(cd_o)' and Email Address will appear as '(em_o)' in the Tagbar parameter list.

For example:

Unrecogized Parameter (em_o):"fwlf@fwlf.gBF"

Unrecogized Parameter (cd_o):"fwlf@fwlf.gBF"

Digital Data Exchange Object Example:

digitalData = {user:[{profile:[{profileInfo:{profileID:'REGISTRATION-ID', profileEmail:'EMAIL@EMAIL.COM',exploreAttributes:''}, address:{city:'CITY',state_province:'STATE_PROVINCE', postalcode:'POSTALCODE',country:'COUNTRY'}}]}]};

Tagging Function

Examples

<head>
<script type="text/javascript" src="//libs.coremetrics.com/eluminate.js"></script>
<script type="text/javascript">
	cmSetClientID("99999999",true,"data.coremetrics.com","thesite.com");</script>
</head>
<body>
...
<script type="text/javascript">
	cmCreatePageviewTag("Account Created", "CART");
	cmCreateRegistrationTag("cust123", "registrant@mail.com", "Austin", "TX", 
"78727", "US");
</script>
</body>

cmCreatePageviewTag("Account Created", "CART");

	cmCreateRegistrationTag("cust123","registrant@mail.com","Austin","TX","78727",
"US","TRUE-_-OUTDOOR");

cmCreatePageviewTag("Booking: Thank You", "Booking");
	cmCreateShopAction9Tag("12345", "Property ABC", "1", "49.99", "cust123", 
"booking123", "180.97", "Region:US:TX:Austin");
	cmCreateShopAction9Tag("67890", "Property XYZ", "2", "65.49", "cust123", 
"booking123", "180.97", "Region:US:TX:Austin");
	cmDisplayShops();
	cmCreateOrderTag("booking123", "180.97", "0", "cust123", "Austin", "TX", 78727");

	cmCreateRegistrationTag("cust123","registrant@mail.com","Austin","TX","78727",
"US","3-_-SMOKING-_-DOUBLE");

cmCreatePageviewTag("APPLICATION STEP 5(COMPLETION):Home Equity Loan", 
"consumer loans");
	cmCreateShopAction9Tag("12345", "APPLICATION:Home Equity Loan", "1", "0", 
"cust123", "application123", "0", "consumer loans");
	cmDisplayShops();
	cmCreateOrderTag("application123", "0", "0", "cust123", "Austin", "TX", 78727");
	cmCreateRegistrationTag("cust123","registrant@mail.com","Austin","TX","78727",
"US","VER_2B-_-AUTHENTICATED-_-YES"