How to integrate THRON into a third party e-commerce

THRON integration with e-commerce solutions will bring the following benefits:

  • Increased revenue.
  • Shorter sales cycle.
  • Increased number of e-commerce users.

These results will be achieved thanks to THRON’s capability of understanding the interests of end-users and delivering a real-time, relevant and personalized content communication across every channel.

Leveraging THRON behavior engine you will be able to use a data driven approach to understand the interests of your customers in real time, and suggest your products on any available channel, based on the content each customer is interested into.


[dropdown:Content management]

The first step is to allow your e-commerce solution to publish THRON content so that it can integrate its “intelligence tracking” and start gathering data in order to provide analytics and put in place a recommendation mechanism. This is why your e-commerce must use THRON webservices to provide users with a content list. Here are the steps to follow:

Make sure THRON is the only source of your content, avoid copying THRON assets to your e-commerce media library to avoid the need of developing a bi-directional synchronization between the two systems.

Authenticate to THRON platform using a THRON Custom Application Manager in order to be able to perform web services requests. Applications are special THRON users which are not identified by a couple username/password, but by an appId and an appkey (optional). Applications can only provided with read access right on content and users; if needed they can impersonate a business user to perform different actions. Further information can be found in this article. Moreover, applications can only operate on a limited context which is represented by the folder tree in which they have been installed. The steps you have to follow in order to complete such integration are:

Use the findByProperties method to perform content searches and retrieve content lists to be displayed on your e-commerce.

[dropdown:User profiling]

Your e-commerce is a precious and powerful source to collect information on your customers and improve their profiles: users must provide their identity in order to complete purchase process and specific actions. By providing THRON with such information (user topic tags) you will enable intelligence analytics to provide meaningful insights based on user profiling. These are the steps to follow in order to have a synchronized profiled users database:

  1. Import your e-commerce users into THRON by creating new contacts with the insert request of xcontact.
  2. Add identities to your contact by using the addKey request of xcontact.
  3. Add contact attributes (interests) to “mark” him with a TAG by using the insert method of iTags.
  4. Whenever a user performs login and logout from e-commerce portal you should synchronize its state in order to increase user tracking performance. More information can be found in this article.[/dropdown]

[dropdown:Content synchronization]

It is important that content business-relevant attributes are mapped into THRON tags to allow intelligence analytics to be used for “business intelligence analysis” applied to content. Moreover, e-commerce solutions usually organize content in folders, so that customers usually separate content “categories” by using such folder paradigm. This can be easily mapped into THRON by creating a tag tree that mimics such folder structure.

It is important that any action performed on e-commerce content categories triggers an update to THRON TOPIC class, and viceversa. To do so, use JSync service to monitor THRON content updates in a batch process, or subscribe to notification system in order to build a real-time synchronization. You can add tags to content using bulkInsert service in order to speed up the tagging process.[/dropdown]

[dropdown:Product categorization (PIM/PCM-like)]

Customers approach your e-commerce in a product-oriented perspective: what they expect is to be able to change product categorization/attributes and having this to be porpagated to each content linked to such product. Product categorization may vary significantly according to the market type. In order to provide an example let’s analyze a fashion-like product categorization:

  • Products are managed in catalogs
  • Each catalog has different product categories
  • Product categories can have sub-categories
  • Products can be linked to one and only one category
  • Each product can have one or more variants (the sum of variants is the product family)
  • Each variant has a specific SKU, each variant can be linked to one or more content
  • Each product has a different identification code and can have one or more content

In order to map this classification to THRON, you will have to use this method:


[dropdown:Content distribution]

Embed THRON player to playback retrieved content, leverage built-in tracking system and prevent service disruption. For image content types you can even plan to use the getThumbnail web service, which will provide you with the thumbnail of the proper resolution to fit your div; if you do so, or if you do not plan to use THRON player to deliver content, make sure to integrate THRON tracking library in order to collect data.


For a deeper understanding of the topics covered in this recipe, you might want to have a look at: [dropdown:Relevant THRON Concepts]

For a better understanding of this recipe, you might want to deepen your understanding of basic THRON concepts. 

These are all the articles presenting you the definition of the basic THRON concepts:

For a quick overview of all THRON's features, have a look at this article.


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