About Behaviors

In Fusion Marketing, behaviors help you define events and conditions associated with visitors, users, or customers across a digital property. Behaviors use business-friendly labels instead of technical event definitions or expressions, making them easier to understand and use in business workflows.

A behavior can represent either a visitor-generated event, such as submitting a form or viewing a page, or a system-generated event, such as sending an email or entering an automation.

Behaviors also include attributes that occur as part of the same event, known as event attributes. For example, a Submit form behavior might include the form name or the title of the page where the form was submitted. Other attributes can be retrieved from related data stored in Fusion Unity Data Platform through a foreign key. These are known as lookup attributes.

For example, for a View page behavior, the page might be an Oracle-hosted landing page presented as part of a marketing program. Lookup attributes could include the marketing program name, retrieved using the program identifier, or the visitor’s first name, retrieved using a visitor or participant identifier.

Behaviors and their attributes can be used to:

Define rules that trigger marketing tactics
Determine when participants meet tactic objectives
Define segment conditions
Trigger data orchestration workflows
Personalize marketing content such as landing pages, banners, and other content delivered to web-enabled properties.

You must have View, or Create and Edit Behavior permissions to access the Behaviors page. See How to Create a User and Assign Job Roles for Fusion Marketing for more information. You can define and manage both standard and custom behaviors to identify when a behavior occurs. For example, you can configure the behavior's expression which are rules that help:

Identify the occurrence of a behavioral signal
Capture detailed behavior attributes, and
Enrich the behavior with more lookup attributes from related data objects.

Behavior Examples

Behaviors are signals of interest used to drive marketing decisions and personalization. Behaviors can include actions such as:

Behavior Type	Example
Email Engagement	Send email Click email link Bounce email
Web Activity	View page Close web session Search for phrase
Content Consumption	View page Download file Play video
Commerce Activity	View product Add product to cart Purchase product View advertisement
Product Usage	Sign in Sign out
Form Activity	View form Submit form

Behavior Event and Lookup Attributes

Event attributes are parameters (metadata) associated with the occurrence of a behavior. For example, if the behavior is Submit form, an event attribute is the name of the form or the page where the form is accessed. Some event attributes might be Browser Name, City, Country, Device Type, Page Title, and so on. Event attributes are retrieved from the occurrence of an event, or after an event that's gone through post-processing.

Lookup attributes are database fields from the Unity Data Platform (UDP) that enrich a behavior with additional information. For example, if a customer identifier is collected on the occurrence of the behavior, the ID can be used to look up the customer’s first name or email address.

Behavior Workbook

The ready to use behaviors workbook contains definition, category, behavior type, detection expression, API name when supplied, and the complete list of associated behavior attributes. The archived content-group behaviors aren't included in the workbook. The following table outlines how to read a behavior entry:

Field	Meaning
Behavior type	User-triggered identifies an action initiated by a person. System-triggered identifies an event produced by a platform or process. Rules evaluation identifies an outcome produced when configured criteria are met.
Expression	The event condition used to identify the behavior. Expressions are shown as defined in the source workbook.
API name	The programmatic identifier for the behavior. If the workbook doesn't provide one, the guide states that it isn'tm specified
Attribute expression	The source expression used to populate or resolve the behavior attribute.
Foreign key	The related identifier used to connect the event to another UDP data object. Not specified means the workbook doesn't define a foreign-key mapping for that attribute.
26C	An attribute labeled 26C is marked Added in 26C in the source workbook.

Note: Attribute availability and enrichment depend on the event data and related UDP data objects configured in your environment. A delivered attribute can therefore be empty for an individual event.

Access Predefined Behaviors

Here's how to get started using behaviors:

Sign in to Oracle Applications Cloud with the required permissions.
Go to Navigator > Customer Data Platform > Behaviors.
The Behaviors list page is displayed as follows:
Select the behavior name to view comprehensive information about the selected behavior, such as:
- Basic Details
- Capture Expression
- Event Attributes
- Lookup Attributes
  
  The Behavior Details page provides a comprehensive view of a selected behavior, including its definition, logic that identifies the occurrence of the behavior, and associated attributes.
  
  This screenshot show an example of behavior details:

Here's a sample listing of standard behaviors that come with user-friendly names, capture expression, and event attributes. These are made available when a new tenant is provisioned.


Send email	Unsubscribe from channel	View product	Click search result
Click email link	Skip email	Add product to cart	View advertisement
Meet tactic success criteria	Open email	Purchase product	Click advertisement
Bounce email	Subscribe to channel	View products in shopping cart	Play video
View page	Send spam complaint	View order status	Pause video
Close web session	View form	Download file	Resume video
Enter automation	Submit form	Search for phrase	Sign in
Exit automation	Interact with form	View search results	Sign out

Some standard behaviors might have limited edit capabilities.