Behaviors Management

With this release, Oracle has introduced a new Behaviors feature that allows for the management and creation of behaviors that can be used for triggering marketing tactics in real-time, defining segmentation conditions, and personalization. Behaviors represent a business-friendly expression for behavioral signals of interest exhibited by customers, visitors, or users who engage with marketing content and web properties, for example.   

This feature enables you to define and manage both pre-configured and custom behaviors in a centralized experience. You can configure rules for how to identify the occurrence of a behavioral signal, capture detailed behavior attributes, and enrich the behavior with additional attributes from related data objects.  

Business Benefits:

  • Once created, behaviors can be used to trigger orchestration in marketing programs
  • Behaviors can be used to define segmentation conditions
  • Behavior attributes can be used to personalize marketing content

Steps to enable and configure

Many common behaviors are pre-configured and readily available for use in marketing orchestration and segments.  This new feature also provides you the ability to create new behaviors and make edits to the existing pre-configured behaviors.  

Users must be granted appropriate roles to access the Behaviors feature.

Tips and considerations

How to Start Using

To create a new behavior -- 

  1. Navigate to Behaviors from the main menu.
  2. Click “Create” to add a new behavior.
  3. Enter the require details – Name, Description, and Category.
  4. Define the behavior’s Expression, which are the rules used to identify when a behavior occurs.
  5. Add Event Attributes, which are attributes of metadata associated to 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.
  6. Optionally, add Lookup Attributes to further enrich the behavior. Other attributes stored in Fusion Unity data objects can be added to the behavior.  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. These additional attributes are valuable for personalization, as an example.
  7. Save the behavior.  
  8.  Log in to Oracle Fusion Unity and navigate to the Behaviors section from the main menu.
  9.  Create a new behavior by entering details such as name, description, and category.
  10.  Define the behavior trigger logic using expressions (conditions based on event data).
  11.  Add event attributes to capture relevant data points and optionally enable lookup attributes to enrich data from Fusion Unity objects.
  12.  Validate and monitor behaviors through the Behaviors list and detail views.


Tips and Considerations

  • Establish a consistent naming convention for behaviors and API identifiers
  • Avoid overloading behaviors with unnecessary attributes to maintain performance and clarity
  • Regularly review and optimize behaviors to align with evolving business needs
  • Be aware that pre-configured behaviors may have limited edit capabilities