Omniture™ (now Adobe™) uses this term to describe a part of a web page that can be controlled by a host of its online business optimization tools such as Test & Target and its offspring Omniture Recommendations. An mbox is marked by:

  1. surrounding any piece of HTML code (including an empty string) between an opening DIV tag with the class of “mboxDefault” and its closing counterpart,
  2. and immediately following it with a call to Omniture’s proprietary “mbox.js” javascript function called “mboxCreate” with the first argument being the name of the mbox, later used in determining which mbox to fill with what content.

These mboxes are used to replace HTML content blocks with dynamic content generated off-site on Omniture’s servers as a result of complex analytics and business rules. As an example an mbox could be used to greet new visitors differently than returning ones, or to provide people with the highest RFM with different promotional messages than others.

They are also used for recording data to be used in the business logic mentioned above that helps select and generate the content to inside of them, as one is able to pass various custom parameters to the “mboxCreate” function that are passed on to the Omniture servers. Some of this extra data is used for reporting—on things such as revenue, categories and products visited, etc.—which is in turn again used to refine the output to the mbox. An example is recording every category from which a visitor views or buy products and using this information to formulate category affinity information which is used in targeting content based on which category a visitor is most interested in.

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