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Data collection for the Target personalization algorithms

Target automatically collects and uses a variety of data to build its personalization algorithms in Automated Personalization (AP) and Auto-Target (AT) activities. When a visitor enters the AP or AT activity, a snapshot of information is passed to a set of "training records" (the visitor data that the personalization algorithms will learn on).
To learn more about the Target personalization algorithms, see Random Forest Algorithm.
The following table shows the data collected by Automated Personalization by default, without the marketer having to do anything, as well as the naming convention used to indicate these attributes in Personalization Insights Reports. You can augment the input data set at any time. To learn more about how to upload additional data, see Uploading Data for the Target Personalization Algorithms.
Data Type
Data Type Naming Convention
Example Attributes
URL Parameters
Target inspects the URL to extract the URL parameters.
Custom - URL Parameter - [URL Parameter]
Custom data
Referring URL Parameters
In general, the referring URL is the URL that referred to a particular page that initiated the mbox call.
Note that this variable can be impacted by the users' activity on your site as well as the technical implementation of your site.
Custom - [Referring URL Parameter] - [Parameter value]
Custom data
Environmental and Session data
Information about how and when the user is accessing the activity.
Visitor Profile - [attribute name]
Browser - [browser attribute]
Operating System - [OS attribute]
Visitor Profile - Start of Most Recent Visit
Visitor Profile -Total Visits
Visitor Profile - Average Time per Visit
Browser - Timezone
Browser - Day of Week
Browser - Language Setting
Browser - Type
Operating System - Version
Information on where the visitor is located.
Geo - [geo attribute]
Zip Code
ISP or Mobile Carrier
Device and Mobile Data
Device and mobile-specific information.
Device - [device attribute]
Mobile - [mobile attribute]
Mobile Device OS
Mobile Screen Size