Integrate VWO With 6sense

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About VWO-6sense Integration

While VWO provides robust performance metrics for A/B testing and personalization, it lacks native support for deep insights into B2B attributes like industry, company size, or revenue. Analyzing results based on specific B2B attributes requires integrating external data. 

The VWO-6sense integration allows you to bridge that gap by fetching the selected 6sense attributes into VWO. These firmographic attributes further help you during post-campaign analysis. For example, after the test, you can filter your traffic based on the firmographic data, such as domain, revenue, and company size, to get a high-level categorical breakdown of your overall visitors.

Key Benefits

Integrating 6sense attributes into VWO offers the following benefits:

• Deeper Insights: Helps you understand how different B2B segments perform in your VWO tests and personalization campaigns.
• Granular Analysis: Allows you to slice and dice report data based on specific company characteristics provided by 6sense.
• Informed Optimization: Helps you make data-driven decisions based on how variations resonate with distinct business audiences.

Prerequisites

• You must have an active VWO Pro or Enterprise account.
• You must have an active 6sense account to access company-level intent and firmographic data.
• You must have access to the Company Identity API of 6sense.
• The VWO–6sense integration must be properly configured and enabled in your VWO account.
• You must have Admin or equivalent permissions in VWO to:
  • Access and manage Integration Settings
  • View and configure Data360 attributes.
  • You’ll also need permission to view campaign reports in VWO.

Enable 6sense Integration For Pre-segmentation

To enable the 6sense integration for leveraging custom segments in your VWO account: 

1. Log in to your VWO account.
2. From the left panel, navigate to Configurations > Integrations.
3. Under Connected Apps, select 6sense.
4. Toggle ON to enable the 6sense integration. 
   

After you enable the integration, you can find the 6sense attributes while creating your target audience for the campaign. However, to use custom segments from your 6sense account for targeting, you need to add your 6sense API key in the Config section.

5. Navigate to the Config tab.
   
6. Select the Enable use of segments for visitor targeting checkbox.
7. Enter the API key from 6sense, and click Save.

After you click Save, VWO fetches the segments from your 6sense account. 

Use 6sense Attributes for Pre-segmentation

Once the segments are synchronized, you can use them for Pre-segmentation in Audience and Traffic while creating campaigns. To do so:

1. Log in to your VWO account.
2. Navigate to Testing and create any type of test. 
3. From the Configuration tab, click on Audience and Traffic.
4. Under the Target Audience section, navigate to Custom Segment and create a segment using the 6sense Attribute to fetch the system-provided attributes from your 6sense account.
   Here's an example: You can target a segment of audience that particularly belongs to the software and technology industry. To do so, you can create a custom segment using the 6sense attribute as shown in the following image: 
   
5. To add multiple conditions, click Add another condition. Also, you can define the logical relationship between the different conditions using the And/Or operators and use brackets to organize the segment condition.
6. Once done, click Save Segment.

The segmentation condition will not be applied if the key is unavailable within this time frame.
You can modify the wait duration within the code snippet, as shown in the following image, to suit your specific requirements.

You may notice a slight delay in VWO changes appearing on the page, as it can take a few moments for the 6sense API to load the necessary information.

Enable 6sense Attributes for Post-segmentation

To make post-test segment reports in VWO using custom attributes in 6sense:

1. Log in to your VWO account.
2. From the left panel, navigate to Configurations > Integrations.
3. Under Connected Apps, select 6sense.
4. Select the Enable use of attributes for post-segmentation reports checkbox.
5. Click + Select attributes from 6sense. A Select attribute modal lists all the available attributes from your 6sense account.
6. Select the attributes you want to use in VWO reports (for example, Domain, Revenue Range, Employee Range, Industry, Confidence).
7. Click Add.

The selected attributes will now appear in the configuration section as shown in the following image:

The attributes you select here specify the data points VWO should retrieve from 6sense when a visitor is recognized on your site.

After you enable and select attributes in the configuration, they appear in VWO Data360 as Unregistered Attributes. You need to register them to make them permanent, assign user-friendly names, and ensure VWO stores the data consistently for reporting.

Register 6sense Attributes in VWO Data360

To register the attributes:

1. Navigate to Data360 > Attributes from the left-hand panel.
2. Scroll down the attribute list on the left to find the UNREGISTERED ATTRIBUTES section.
3. Locate the attributes prefixed with sixsense. (for example, sixsense.company_industry, sixsense.confidence).

4. Click on an unregistered 6sense attribute you want to use (for example, sixsense.company_industry).
5. Click the Sample Values tab to verify the kind of data being received.
6. Click the Register Attribute button in the top-right corner.

A Create Attribute form appears when you click Register Attribute.

7. In the Create Attribute form:
   • Review the Attribute Name and modify it if required to make it user-friendly (for example, "6sense Company Country"). Keep the API Name as is unless you have a specific reason to change it.
   • Verify the Data Type (usually Text).
   • Add a Description if desired.
   • Configure Data anonymization rules if needed (though typically not required for firmographics).

8. Click Create.
9. The attribute will now appear under MY ATTRIBUTES (or another relevant category if customized) and will be available for use in Reports under Custom Segment.
10. Repeat steps 4-9 for each 6sense attribute you selected during the configuration phase to use in reports.

Use 6sense Attributes for Visitor Segmentation

Once you have configured and registered your 6sense attributes in Data360, you can use them to segment your visitors in VWO Testing campaign reports. To filter your report data based on specific firmographic or intent criteria captured from 6sense:

1. Navigate to the Reports tab of a running or completed VWO Testing campaign.
2. Click the All Visitors dropdown menu.
3. Select Custom Segment.
4. In the segment builder, select the first dropdown and search for your registered 6sense attribute (for example, "Sixsense Company Industry").

5. Select the desired attribute.
6. Choose an operator (for example, equals, contains) and enter the desired value you want to segment by (for example, "Insurance").

7. Click Filter.
   After you apply the filter, the report displays data only for visitors who met the specified 6sense attribute condition during their session. 
8. To remove the segment, select the Custom Visitors dropdown and select Clear Segment, then click Filter.

Leverage 6sense Attributes in Visitor Dimensions

You can break down your VWO Test reports using 6sense attributes as Visitor Dimensions. This helps you understand how different groups of visitors, based on company details or intent signals, interacted with your test variations. To do so:

1. Navigate to the Reports tab of a VWO Testing campaign.
2. Set the Visitor Segment to All Visitors to avoid limiting your view with filters.
3. Select the Visitor Dimensions dropdown menu and search for your registered 6sense attributes
4. Select the 6sense attributes you want to use as dimensions (for example, Sixsense Company Industry) and click Apply. You can select more than one dimension if needed
   
   When you click Apply, the report updates to show the key metrics (visitors, conversions, rates) for each variation, grouped by the selected 6sense attribute value.

The image below shows an example of a report filtered using the 6sense Company Industry attribute in the Visitor Dimensions section.

5. To remove the dimension, click the Visitor Dimensions dropdown, uncheck the attributes, or click Reset, and then click Apply.

Best Practices

To get the most value from your 6sense integration with VWO, follow these best practices when working with 6sense attributes in Data360 and campaign reports:

• Integrate only those 6sense attributes that you plan to use for analysis. This keeps your Data360 workspace and reports streamlined and easier to manage.
• When registering attributes in Data360, rename them to be easily recognizable (for example, 6sense Employee Range instead of sixsense.company_employee_range). This helps you quickly identify attributes while building segments or filtering reports.
• Start by integrating key company-level attributes like Industry, Employee Range, and Revenue Range. These attributes often yield the most actionable insights.
• For deeper insights, combine 6sense attributes with other VWO data, such as traffic source, device type, or on-site behavior to create advanced custom segments.
• After setting up the integration, periodically review sample values in Data360 and check how the attributes appear in your reports. This ensures that data flows correctly from 6sense and is captured as expected.

Troubleshooting

• 6sense attributes are missing in the Select Attributes from 6sense modal during configuration.
  • Possible Cause: The integration may not be fully set up or authenticated.
    Recommended Solution:
    • Ensure the VWO–6sense integration is active and correctly authenticated.
    • Confirm your 6sense account contains data for the attributes you're trying to access.
    • If the issue persists, contact VWO Support for assistance.

• Selected 6sense attributes do not appear under Unregistered Attributes in Data360.
  • • Possible Cause: Configuration may not have been saved, or data has not yet started flowing.
      Recommended Solution:
      
      • Verify that you've saved the integration settings after selecting the attributes.
      • Allow VWO some time (typically a few minutes to a few hours) to detect incoming attribute data.
      • Ensure the VWO SmartCode is appropriately installed on all relevant pages where 6sense is expected to identify visitors.

• Registered 6sense attributes are not visible in Visitor Segments or Visitor Dimensions in reports.
  • • Possible Cause: The attribute might not be fully registered, or access limitations could prevent visibility.
      Recommended Solution:
      • Check that the attribute is listed under registered attributes in Data360, not under Unregistered.
      • Confirm that your VWO plan supports Data360 reporting features.
      • Ensure you have the correct permissions to view and use advanced segmentation.
      • Be aware that data takes time to populate. Verify that the report’s date range includes sessions after registering the attribute.

• 6sense attributes appear in reports but do not show data or display as “(not set)”.
  • Possible Cause: Visitor sessions may not receive 6sense identification, or the campaign may not have received enough traffic.
    Recommended Solution:
    • Ensure 6sense identifies visitors and sends attribute data for the sessions included in your campaign.
    • Verify that your campaign received traffic after configuring the integration, and that the attributes were registered.
    • Double-check the report's date range to confirm it covers the correct time period.
    • Cross-reference values with your 6sense platform to validate data availability and accuracy.

• 6sense attribute data in reports appears inaccurate or incomplete.
  • Possible Cause: Attribute mapping or type configuration may be incorrect, or there may be a mismatch in how the data is defined.
    Recommended Solution:
    • Compare the values shown in VWO reports with your 6sense dashboards to identify discrepancies.
    • Confirm that the attribute is properly defined in Data360, with the correct data type selected.
    • Re-check the original 6sense configuration to ensure the right attribute version is being used.

FAQs

• How long does it take for 6sense data to appear in VWO reports?
  VWO begins collecting data for the selected 6sense attributes once the integration is configured and the attributes are registered. However:

• • Data collection begins only after the setup is complete. Sessions that occurred prior to the configuration are not included.
  • You’ll need to wait for new traffic (with visitors identified by 6sense) to populate reports.
  • The timing depends on your website traffic volume and campaign audience.

• What happens if I later uncheck a 6sense attribute in the integration settings?
  If you deselect an attribute in the 6sense integration:

• • VWO stops collecting that attribute going forward.
  • The previously collected data for that attribute will remain in your reports (unless manually deleted), but it won't update with new sessions.
  • You can re-enable the attribute later if needed.

Need more help?

For further assistance or more information, contact VWO Support.