In our last post, we dis­cussed Omni­ture Site­Cat­a­lyst Traf­fic Data Cor­re­la­tions and learned how they could be used to break one Traf­fic Vari­able (also known as an sProp) down by another Traf­fic Vari­able.  But what if you want to break down a Site­Cat­a­lyst Con­ver­sion Vari­able (also known as an eVar) down by another Con­ver­sion Vari­able?  Since these are not Traf­fic Vari­ables, Traf­fic Data Cor­re­la­tions can­not be used.  Instead, we rely on Con­ver­sion Vari­able Sub­re­la­tions which will be cov­ered in this post.

Con­ver­sion Vari­able Sub­re­la­tions
So what is a Con­ver­sion Vari­able Sub­re­la­tion?  In the sim­plest terms, it is one Con­ver­sion Vari­able bro­ken down by another Con­ver­sion Vari­able.  For exam­ple, let’s say you cap­ture the cur­rent visitor’s City in one Con­ver­sion Vari­able, their Age in another and also have a Sub­scrip­tions Suc­cess Event.  You can use the City Con­ver­sion Vari­able to see Sub­scrip­tions bro­ken down by City and the Age Con­ver­sion Vari­able to see Sub­scrip­tions bro­ken down by Age.  But what if you would like to see Sub­scrip­tions where users were from Chicago and 18 Years Old?  To view this in Site­Cat­a­lyst, you would need to use Con­ver­sion Vari­able Sub­re­la­tions.  In this exam­ple, you would work with your Omni­ture Account Man­ager to “enable” Sub­re­la­tions on one of the two Con­ver­sion Vari­ables (City or Age) and from that point on, you can break one down by the other to see a report like this:

If you read the pre­vi­ous post you can see that this is very sim­i­lar to the con­cept of a Traf­fic Data Cor­re­la­tion, only for Con­ver­sion Vari­ables.  While there are some impor­tant dif­fer­ences, the gen­eral con­cept is very similar.

All or Noth­ing
One of the ways that Con­ver­sion Vari­able Sub­re­la­tions are dif­fer­ent from Traf­fic Data Cor­re­la­tions is that you can­not enable a sub­re­la­tion between just two Con­ver­sion Vari­ables.  A Con­ver­sion Vari­able can have one of the fol­low­ing types of Subrelations:

  1. Full Sub­re­la­tions — Con­ver­sion Vari­able can be bro­ken down by all other Con­ver­sion Variables
  2. Basic Sub­re­la­tions — Con­ver­sion Vari­able can be bro­ken down by any other Con­ver­sion Vari­able that has Full Subrelations
  3. No Sub­re­la­tions — Con­ver­sion Vari­able can­not be bro­ken down by any other Con­ver­sion Vari­able (rarely used)

Therefore, Conversion Vari­able Sub­re­la­tions is an “all or noth­ing” propo­si­tion.  The num­ber of Con­ver­sion Vari­ables for which you can enable Full Sub­re­la­tions is spec­i­fied in your Omni­ture con­tract.  For this rea­son, it is impor­tant to think about which of your Con­ver­sion Vari­ables are the most impor­tant with respect to break­downs.  For exam­ple, in the sce­nario out­lined above, if the client feels that City is a much more impor­tant data point than Age, given the choice of enabling Full Sub­re­la­tions on one or the other, it should choose to enable it for City since it will then be able to break down every Con­ver­sion Vari­able by City.

Other Things To Know About Con­ver­sion Vari­able Sub­re­la­tions
The fol­low­ing are some impor­tant things to know about Con­ver­sion Vari­able Subrelations:

  1. By default, Site­Cat­a­lyst pro­vides Full Sub­re­la­tions on the Cam­paign Track­ing Vari­able, the Prod­ucts Vari­able and for Cus­tomer Loyalty.
  2. Enabling a Con­ver­sion Vari­able Sub­re­la­tion allows you to break down the two Con­ver­sion Vari­ables from that point for­ward, but does not allow you to see the data retroactively.
  3. In order to see two val­ues bro­ken down by each other in a Sub­re­la­tions report, both Con­ver­sion Vari­ables must have a data value for the same vis­i­tor prior to the Suc­cess Event being set.  If no value is present, the report will show a “None” row.
  4. Any Sub­re­la­tions set­tings for a Con­ver­sion Vari­able will also apply to any SAINT Clas­si­fi­ca­tion for that Con­ver­sion Variable.
  5. In Omni­ture DataWare­house and Omni­ture Dis­cover, all Con­ver­sion Vari­ables are auto­mat­i­cally Sub­re­lated with each other!

Real-World Exam­ple
In a pre­vi­ous post we learned that Greco Inc. was cap­tur­ing the Lan­guage the cur­rent site vis­i­tor was using in a Con­ver­sion Vari­able.  Now the Mar­ket­ing Man­ager is look­ing to aug­ment this data by asso­ci­at­ing Lan­guage with Zip Codes to deter­mine the geo­graphic loca­tion of Spanish-speaking vis­i­tors who are com­plet­ing the ini­tial Site Suc­cess Event (view­ing Online Course Demos).  Prior to launch­ing the Online Course Demo, site vis­i­tors are required to enter their Zip Code so the Mar­ket­ing Man­ager works with IT to pass this value to a new Con­ver­sion Vari­able.  Since much of what Greco Inc. does is geography-based, they decide to enable Full Sub­re­la­tions on this new Zip Code Con­ver­sion vari­able so they can break down future Con­ver­sion Vari­ables by Zip Code.  Once this tag­ging is done and Sub­re­la­tions has been enabled, the Mar­ket­ing man­ager can use the mag­ni­fy­ing glass icon to view Online Course Demos for a Lan­guage (in this exam­ple “spanish”) broken down by Zip Code (or vice versa):

One final “power user” tip.  Instead of just break­ing one Con­ver­sion Vari­able value down by another Con­ver­sion Vari­able, you can use the lit­tle known  “5 by 5″ icon (high­lighted below) to see the top five val­ues for each of the top five items in the Con­ver­sion report you are cur­rently view­ing.  This gives you a great way to see a lot of data all at once:

 

Have a ques­tion about any­thing related to Omni­ture Site­Cat­a­lyst?  Is there some­thing on your web­site that you would like to report on, but don’t know how?  Do you have any tips or best prac­tices you want to share?  If so, please leave a com­ment here or send me an e-mail at insidesitecatalyst@​omniture.​com and I will do my best to answer it right here on the blog so every­one can learn! (Don’t worry — I won’t use your name or com­pany name!).  If you are on Twit­ter, you can fol­low me at http://​twit​ter​.com/​O​m​n​i​_​man

1 comments
Rob Blakeley
Rob Blakeley

If the language evar is set on page 3 and the zip code on page 10 (then the success event sometime later), will the two values still be subrelated? I know this would not be true for props which would need to be set in the same Omniture call.