Find out how xConnect helps organisations get the most out of their data and why it’s critical for building great customer experiences
Sitecore xConnect is the interface between your raw data analytics (also known as xDB) and the rest of your organisation’s digital infrastructure.
Most of this data was gathered up and kept in a web analytics silo – with the closest thing to integration, being an Excel graph that was drawn and shared via email.
This gave a blinkered view of what was going on for modern businesses. What about all the interactions that happen in offline stores? Via mobile phone apps? In kiosks? Or IoT project devices? And what about integration with other business systems? If the data that’s been gathered up is restricted to the silo of that one website analytics tool, it’s not giving the best benefit to the organisation either.
Businesses want a unified view of their data, and that’s where Sitecore xConnect comes in. It provides organisations with an API on top of the raw analytics collection that can be used for two purposes:
Sitecore analytics has been providing this sort of tracking for some time, but in previous versions it has been tightly coupled to the Sitecore CMS. Having realised that this limits the scalability of the software and the sort of data that can be tracked, Sitecore have reworked their systems to include the brilliant xConnect interface.
It may not look like much on the diagram, but its central positioning between your organisation’s raw analytics data and other systems means that xConnect becomes an essential part of the company’s IT systems.
You can’t discuss analytics and data capture without considering data privacy and GDPR. xConnect has been built with an understanding of these requirements, to reduce the effort needed to comply with the rules. Under the surface, xConnect understands that some bits of the data organisations are recording are personal – any bits of data added to the analytics models can be flagged as “personally identifiable information” when your development team customise the model to suit your business. xConnect provides APIs that can purge these PII fields for specific users, as well as delete entire users from the analytics data to fulfil the right to be forgotten. It’s also easy to query data about specific users to discover what data is held about them.
If you’re wondering, how do I make better use of the data that my organisation’s website and other interactions generates? How do I start using personalisation for great customer experiences?
Talk to some Sitecore experts – get in touch with us today and find out how we can help you get the most out of your Sitecore solution. We’d love to hear from you.