Visitor Identification, Segmentation and Transformation
Architecture (VISTA) is a server-side approach to populating report variables.
VISTA uses visitor segmentation rules to create real-time segmentation of all
online data. These rules enable you to alter or segment data in nearly any way
that you choose, without the need for implementing complex logic on your site.
An unlimited number of visitor segmentation rules can be defined with VISTA.
For example, suppose you want to segment traffic where
eVar1 = "News" to Report Suite A, and send all other
traffic to Report Suite B. VISTA can perform this logic automatically for all
server calls received.
VISTA processing occurs after data is collected but before it displays
in marketing reports, data warehouse, ASI, or ad hoc analysis. Server-side data
manipulation is done as the data comes in through the image request.
VISTA rules are not retroactive in marketing reports and cannot
reprocess historical data to apply logic to existing reports. However, you can
apply VISTA rules to
so that this logic is applied to
key segments. ASI also allows you to apply segments to historical data, so in
effect it is possible to use ASI to apply VISTA rules to historical data.
VISTA rules can act on data in the HTTP header as well as any data
element sent in the code. Your implementation consultant works with you to
define VISTA rules and to create a specification from which the rule is
programmed and tested.
VISTA can be used to perform the following.
- Segment data into separate
report suites by domain names, URL patterns, or directories.
- Segment data based on
user-related data, such as the value of a cookie (if the cookie value is passed
in a variable), IP address, operating system, browser type or version, or the
value of any variable populated via implementation.
- Separate or copy data into
multiple report suites.
values as a lookup value in a database (referred to as a
database VISTA rule) to dynamically apply changes to data based
on values passed into Analytics.
Implementing server-side VISTA rules within the reporting architecture
is perfect for websites that cannot implement complex logic within their own
web architectures. VISTA rules are programmed and stored in one central
location, so updates can be made quickly and easily. This is perfect for large,
distributed sites and companies with various subsidiary divisions where rolling
out site changes and new processing rules is often laborious and
Common VISTA Rules
Grabber: VISTA grabs a value from the URL, the HTTP header or a
variable, and sets it into another variable or manipulates it and sets it into
Exploder: VISTA takes an incoming value from a variable, and
breaks it out into several different variables. This rule is helpful when you
have a long string of concatenated values that you want to push into different
Concatenator: VISTA takes any number of values from variables,
the URL, or the HTTP header and concatenates them into one variable. This rule
is helpful when the separate variables are dynamic and could come into reports
in many different combinations.
Traffic Cop: Acting as a filter, VISTA looks for specific values
in the HTTP header, variables, or URL and segments that data. You can use
Traffic Cop to allow only certain values into a report, to watch for IP ranges,
or watch for specific page names and then populate appropriate events.
Database Lookup: Securely push values into props, eVars, and
metrics into events through a lookup of proprietary data on your servers, such
as Cost of Goods Sold.
Deploying and updating VISTA rules is done by Adobe's Engineering
Services, which works with you to understand your business needs and to craft a
rule that addresses these needs. Adobe charges an additional fee to implement
VISTA rules. To discuss the many possibilities that VISTA offers, contact your
Adobe Account Manager.