Overview of Taxonomy

Taxonomy: This is the word we use to describe the sources (and sub-sources, campaigns, UTM data, etc.) of data that a car buyer interacts with during their sales journey.  There are three types of sources:

1.    Phone Tracking Call Logs

2.    CRM Files

3.    Web Traffic

Call Tracking

We get shopper information from the dealer's call tracking logs. Most dealers, though not all, use a vendor that provides them with unique phone numbers that the dealer can assign to each of their marketing vendors.  The marketing vendor then puts that phone number on their marketing allowing the dealer to know what advertising campaign the shopper saw and got the phone number from.  The call tracking also provides the calls Personally Identifiable Information (PII) like name, address, and callers phone number.  This is a wealth of information that we can use to reference across our other sources and identify buyers. Just as with Web Taxonomy, you will need to occasionally classify and reclassify entries in the Call Tracking Classification which is outlined below.

CRM

Customer-relationship management (CRM) is a software enabled approach to manage a dealership's interaction with current and potential customers. It uses data information about customers' history, prior sales and service appointments etc., to improve relationships with shoppers, specifically focusing on customer retention and ultimately driving sales growth.

CRMs compile data from a range of different communication channels, which may include a company's website, telephone, email, live chat, marketing materials, and social media. Through the CRM approach and the systems used to facilitate it, businesses learn more about their target audiences and how to best cater to their needs.  In lay terms the CRM contains all the information that the dealership already knows about their customers.  In general, while the dealership knows the name and basic information about each of their customers, they know very little about their shopping behaviors because the data in the CRM is only gathered when someone identifies themselves - 90% of the time the dealer has no information on a shopper that has been researching their business until that shopper shows up in their stores.  Clarivoy’s use of Web Traffic, and Phone Call Tracking, in combination with their CRM, fills in a large portion of this missing information, creating a depth of knowledge that was not possible before. Just as with Web Traffic, and Phone Call Tracking Classification, the CRM can require updating and reclassification.  The next section will delve into this subject and how to accomplish it.

Web Traffic

In essence, Web Traffic is a log of all traffic that lands on a client's website. We are able to obtain this information through the tag we’ve placed on the client's website.  When our tag is placed on a client’s website, we collect every page view.  The relevant Page Views are translated into Web Responses in Clicktrails.

This can be thought of as part of Clarivoy’s “Secret Sauce” for how we find and classify anonymous traffic that results in a sale. When you review the dashboard and find attributions that did not come from Call Tracking Classification, or the CRM Key Classification, then it came from Web Taxonomy. 

Occasionally, you will find that an attribution source in the dashboard needs to be corrected. When the attribution that is to be corrected comes from Web Traffic you can investigate specific data needs by reviewing the Web Taxonomy board in Looker. Find more detailed steps on this process below.

Classifying Data

Unclassified Data - Call Tracking & CRM

1.    Go to Looker: Customer Success: Unclassified Data - Phone and CRM board

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Note: Looker tiles will only show a limited number of rows.

For a full view of the data, you will need to Export.

1.    Download Unclassified Phone Campaigns (Matched) for Call Tracking OR Unclassified Sources (Matched) for CRM:

a.     Click the 3 Dots in the top right corner of the Unclassified Phone Campaigns (Matched) module

b.    Download Data

c.     Format = CSV

d.    Expand Advanced data options and be sure to select All Results

e.     Download

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1.    In Excel, filter by properties you will reclassifying (your accounts).

2.    Copy and paste into new doc just the entries you will be classifying. Make sure you include the header row.

3.    Identify channel and source for each entry. Reference the channel descriptions on the Looker board under "Valid Clarivoy Channels" box. MISSPELLINGS and INCORRECT CHANNELS WILL KICK THE REPORT BACK.

a.     Calls to the number on the client website (sales, service, parts, general, etc.) should be classified as Source=Internal. These will not show up in the Dashboard.

b.    Do NOT change any fields except new_channel_classification and new_source_classification

c.     Any rows with empty channel, empty source, ‘unclassified’ as a source, or typos in the new_channel_classification field will not be processed. Typos in the new_source_classification column will be processed and therefore persist in the dashboard - so be careful when entering this data.

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1.    Save as CSV. Name the file to indicate who made the file, and which client it is regarding - something like “Helen_Johnson_05-06-2022.csv” . This filename isn’t too important, but don’t make it super vague like “new unclassified data”.

2.    Drop into Dropbox / INSYNCING DATA DROP (IDD) / Call Tracking Classification / Classify These Files

VERY IMPORTANT: USE THE WEB APP FOR DROPBOX.

3.    Every two hours, our system will process any files in that folder that are a CSV file. It will then move those files that it processed here:

Dropbox/Insyncing Data Drop/Call Tracking Classification/Classify These Files/done

4.    Check Classification Errors Looker board after 2 hours. If your file had any errors, they will be listed here along with the file name you submitted.

a.     Fix the errors in your file and then re-save it out of the “done” folder to the “Classify These Files” folder under a different filename (such as appending "REVISED" to the end of the filename). (Check Errors board again 2 hours later for your revised file.)

5.    Check the dashboard

a.     Changes will show up in Stage the next time Stage clicktrails are updated (which happens every few hours and may not be until the next day).

b.    Changes should be in Prod the next morning.

                                                                              i.         If you are working on a tight deadline, changes can be pushed to Prod before Stage refreshes upon request to CS Engineer.

Classified Data - Call Tracking & CRM

For example, during a presentation to the client, they provide new or clearer information that allows us to better classify calls. Or during QA you find that a classification was done incorrectly. The process is similar:

1.    Go to Looker: Customer Success: Classified Data - Phone and CRM

You can narrow your results by filtering for Property Name and/or Campaign/Raw Source.

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1.    Follow the same steps as Unclassified Data, starting with Step 2.

Campaign Name Overrides

1.    Go to Stage Dashboard

2.    Sales Attribution - Campaigns

3.    Select the Property and press Go

4.    Review Campaigns chart to find items that need corrected. Note: by default, there are only 10 entries per page. Expand by setting "entries per page" at the bottom or scroll through multiple pages of data to see everything. Below are some, but not all, of the types of entries that may need corrected. Review the Identified Campaign column:

• Look for similar entries like “1903 used general” and “1903usedgeneral” that are similar in name - and should be named the same
• Look for generic/unidentifiable entries like “main” that need to be clarified
• Look for only #s that represent campaign names (such as 235872344 could represent a specific Cars.com campaign). CSL reaches out to 3rd Party Vendor to identify the actual Campaign Name. This could be corrected by identifying the Campaign Name.
• Duplicate phone #s assigned to the same source
• The same phone # assigned to multiple sources (generally, those should be different)

Here are some examples of identified Campaign names that need to be identified:

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1.    If CSL can work with the vendor or client to change the data on their level, that is preferable.

2.    If we need to reclassify internally at Clarivoy:

a.     From the Dashboard Sales Attribution - Campaigns page, press the Excel button to export

b.    Delete Sales column

c.     Delete Dealer/Vendor column

d.    Add Client ID column

e.     Change Campaign Name column to Campaign Display Name

f.      Fill in Campaign Display Name where needed

g.    Delete out all other rows you do not need changed

3.    Open a Ticket in Monday

a.     Go to Support Workspace -> Tickets board

b.    Create a new item (under New Requests group) with the following parameters:

                                                                              i.         Item = add a general description of the changes

                                                                             ii.         Description = Describe the change you would like to make

                                                                            iii.         Clarivoy Property* = select the propert(ies)

                                                                            iv.         Type = Source Management

                                                                             v.         Select One = Task

                                                                            vi.         Status = New

                                                                          vii.         Priority = set as appropriate

                                                                         viii.         Assignee = CS Engineer

                                                                           ix.         Due date = Select the date you need your request completed by

                                                                             x.         Files = Attach a CSV export from the Dashboard Campaigns page that includes all applicable data

4.    CS Engineer will process the changes

5.    Once changes are completed in the database, CS Engineer will change Status to Ready for QA. 🚨 This will reassign the ticket back to the creator (CSL).

6.    CSL reviews the changes on the Sales Attribution - Campaigns page in the Dashboard, then changes the ticket Status to Done if satisfied with the changes.

Web Traffic Changes

Review Looker Board

When conversing with the Engineering department, they use the term "Web Responses" where as the CS Team may use "Web Traffic" as a more general term.

1.    Review Web Taxonomy board in Looker

a.     Set Start Date

b.    Set End Date

c.     Update

d.    Copy the Start Date and End Date time stamp values from the large output box and paste it into "Response Time is in the range [Start Date] to [End Date]. Example:

e.     Update

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1.    Review for changes needed such as (but not limited to):

a.     A source split among two channels

b.    A source that is going into the wrong channel

Open Taxonomy Ticket

To request Web Traffic to be reclassified:

1.    Open a Taxonomy Ticket in Monday

a.     Go to Support Workspace -> Taxonomy Tickets board

b.    Create a new item with the following parameters: Note all fields are REQUIRED.

                                                                              i.         Item = add a general description of the changes

                                                                             ii.         Clarivoy Property* = select the propert(ies)

                                                                            iii.         Description = Describe the change you would like to make

                                                                            iv.         Status = New

                                                                             v.         Work Approval = Hold For Review

                                                                            vi.         Type = Taxonomy

                                                                          vii.         Assignee = VP of CS

                                                                         viii.         Due date = Select the date you need your request completed by

                                                                           ix.         Files = Attach a CSV export from the Web Taxonomy Looker board that includes all applicable data [REQUIRED!]

                                                                             x.         Existing Channel = the existing channel name

                                                                           xi.         Expected Channel = what you want the channel name to be

[if you do not want this changed, put in the same value as the existing]

                                                                          xii.         Existing utm_Source = the existing source from the Testable Request URL

                                                                         xiii.         Expected Source = what you want the source to be

[if you do not want this changed, put in the same value as the existing]

                                                                         xiv.         Existing utm_medium = the existing medium

                                                                          xv.         Expected Medium = what you want the medium to be

[if you do not want this changed, put in the same value as the existing]

                                                                         xvi.         Existing campaign = the existing campaign name

                                                                       xvii.         Expected campaign = what you want the campaign name to be

[if you do not want this changed, put in the same value as the existing]

                                                                      xviii.         This is a Taxonomy... = New Taxo Rule, Change Request, or Taxonomy Inquiry (based upon your needs)

                                                                         xix.         Testable Request URL = include a URL where this can be tested [REQUIRED]

                                                                          xx.         Referrer URL = (if applicable)

                                                                         xxi.         Requestor Name = CSL

                                                                       xxii.         Requestor Email = CSL

                                                                      xxiii.         Department = Internal

                                                                      xxiv.         Clarivoy Client is auto-populated once you select the Property

2.    VP of CS will discuss with the Engineering team about the scope of the work (if we can do it, how long it may take, etc.). Taxonomy changes require meticulous resolution tactics, so some time may be required. Please advise engineering if there is a date you require these issues resolved in the Due Date box.

3.    Once approved, VP of CS will change Work Approval = Work Approved and assign to VP of Engineering. 🚨 This will move the ticket to the Work In Progress group.

4.    Once changes are completed in the database, VP of Engineering will change Status to Ready for QA. 🚨 This will reassign the ticket back to the creator (CSL).

5.    CSL reviews the changes on the Web Taxonomy Report & changes the ticket Status to Done if satisfied with the changes. 🚨 This will move the ticket to the Done group.