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Understanding content tagging with Acquia Lift

Acquia Lift collects information on your website visitors. This information includes, but is not limited to, location, first time visitor, device type, and browser type. These attributes are stored in the visitor profile that is identified by the cookie ID.

In order to segment and target users based on the content they are interested in, you can use URLs for common strings. You can also leverage Drupal taxonomy on content to build a more robust view of a visitor’s favorite topics of content.

See Data warehouse for full instructions for mapping taxonomies in Acquia Lift.

Using Field mappings

In Acquia Lift, there are three default field mappings, based on Drupal taxonomies, that are the foundation of content tagging in Acquia Lift.

The taxonomy terms used under these headings can be set according to your website’s needs. You may have existing taxonomies that match these mappings, or you can create new taxonomies to use specifically with Acquia Lift. To use a different taxonomy mapping, see Mapping taxonomy terms to Acquia Lift.

Note

Acquia Lift is a personalization tool. Information collected by Acquia Lift should be information that is useful for data collection regarding end-user behavior, and personalization.

Persona

In Acquia Lift, a persona is a distinct audience for your content. A website visitor may only have one persona, but the persona may change over time.

For example, a fitness website may have two high-level personas, with differing motivations:

  • Active Mom - Motivated by messaging about nutrition and exercise for families and children
  • Elite Athlete - Motivated by content about competitions and research into new diet and exercise trends

For example, if a visitor to your website engages with Elite Athlete content more than they engage with Active Mom content, the visitor would fall into the Elite Athlete persona. Although visitors can only fall into a single persona at a time, a visitor’s persona can change over time if their content consumption habits change on your website.

Content should be tagged with a persona only if the content is exclusively applicable to that persona. If a content item is relevant to more than one persona, such as an About Us page, it should not be tagged with a persona.

Content section

The Content section field enables you to tag your content by topic, which allows Acquia Lift to identify the types of content that a visitor likes, and serve them more of their favored content. Content should be tagged with only one or (at most) a few terms from the vocabulary linked to the Content section field.

For example, a fitness website contains a Drupal taxonomy called Activity that is linked to the Content section field in Acquia Lift and includes the following terms:

yoga, running, strength, cycling, swimming

A particular piece of content on that website can be tagged with any subset of the terms for Activity. Single terms or multiple terms are acceptable, such as:

  • strength AND cycling
  • yoga AND running
  • strength

If a visitor mostly viewed content tagged strength, Acquia Lift would identify that visitor’s favorite Activity content section as strength.

Note

If all terms for a section apply to a piece of content, the content should not receive an Activity tag, as selecting all possible tags will not help indicate a user’s activity preference.

Acquia recommends that you handle most of your tags as a Content section. The first time that you set up tags in Acquia Lift, you will be asked to complete a set of field mappings. The first Content section is configured in the existing Field Mapping section, and you can create additional content sections as needed. See Data warehouse for more detail.

Additional content sections are displayed under User Defined Field Mappings and Event Mappings, starting with Context to map to the event_udf4 field.

Keywords

Keywords provide you with additional flexibility with your content tagging. Keywords are best used for terms that may change seasonally or with trends. For example, the fitness website might use the keyword Zika Virus because it is a trending news topic, but not a topic that will always have much content. Similarly, you can use tags such Annual 5k, Meditation, and Business Travel.

Keywords can also be used for topics that you may want to use for a persona or content section in the future.