Non-human Activity Detection

Introduction

Engagement metrics only matter if they’re real. That’s why non-human activity detection is essential to modern marketing platforms. It ensures the opens, clicks, and conversions you see in reports reflect actual customer behavior, not noise from automated systems scanning your campaigns behind the scenes.

Therefore, Non-human Activity Detection is integrated within Selligent to aid in identifying non-human activity.

For a profound understanding of what non-human activity detection is and why it matters, refer to this article.

 

How is non-human activity detected?

Zeta uses growing industry-standards and proprietary techniques to detect non-human activity.
Differentiating between real activity and interaction by email providers and privacy software can be complex. We use an algorithm trained on their behavioral patterns to decide what interaction comes from your subscribers and what interaction comes from email providers and privacy software. This kind of differentiation is an art and not a science – it's constantly evolving – but our algorithm is constantly learning and adapting to continually improve accuracy.

Refer to this article for an overview of behaviors that could result in non-human activity detection.

 

Impacted Selligent functionality

Zeta's non-human activity detection within Selligent has an impact on:

• Journey reporting

When the non-human activity detection feature is activated, a filter is available in the Journey reports to view data based on real activity, non-human activity, or all activity.
By default, All is selected. If non-human activity detection is not activated for your environment, you will only have one option in the drop-down: Real activity.

Dashboards

• When the non-human activity detection feature is activated, a filter is available in the Dashboards to view data based on real activity, non-human activity, or all activity.
  

  

• Generic Exports

The exported data contains a field indicating if it's real (human) activity or non-human activity.

Note: Generic Exports contain a uniform set of system usage data that can be delivered by Zeta to their Selligent platform users.
These files will make it possible to get the history of communications and interactions done with their install.
More info on Generic Exports can be found after logging into the MyEngage Portal.

Technical Note: For non-human activity detection in Generic Exports, two optional fields are used in the Interaction table.
- IS_POTENTIAL_BOT : Flagging potential non-human activity.
- BOT_DETECTION_TYPE : Describes how the non-human activity was detected.
Note that these fields are not available by default, and can be added on request through a Support ticket.