THRON & Cookie Syncing

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What is cookie syncing and which platforms are involved


One of the intrinsic characteristics of THRON is its ability to follow the entire visualization path of each user across all the touchpoints of the brand, allowing for a complete knowledge of its behavior, its interests and its positioning in the funnel instant by instant.


This characteristic is the more effective the greater the knowledge one has of the end user. Typically, within each organization there are different tools that collect, each on its behalf, information on the identities of end users. 


The aim of this article is to explain how to achieve a synchronization between THRON and any system that collects identity information in order to create a mutual benefit. Historically, this action is commonly referred to as “Cookie Syncing” even in those cases where cookies are not technically involved in the process. Cookies are basically text strings that a server sends to a user's device while he is visiting a certain page. These text strings allow the device to "remind" the server of the user's browsing experience, and thus plan a personalized customer experience during subsequent visits. 


Typically each system associates each device with a unique ID, which in addition to allowing you to identify every single user, allows different profiling software to exchange information.


Here are some examples of softwares that are able to exchange information through the cookie syncing methodology:


  • DMP (Data Management Platform): platforms which store and analyse data that will help you identifying your audience and creating segments to be targeted with relevant messages; a DMP is usually present when advertising content is managed and distributed. A DMP mixes first‑ and third‑party data from any source, organizing and synchronizing identities coming from 3rd‑party apps. All this data, once categorized by the DMP itself, can be furtherly enriched and refined.
  • CDP (Customer Data Platform):  platforms that collect first-party data, belonging to a specific company and coming from all of the brand’s touchpoints and data sources; their purpose is to tie these details to the actual unique user, collecting data regarding user’s behaviours, actions and interests coming from online or offline interactions, and making such data available to other software platforms.
  • CMS (Web Content Management System) or CRM/Marketing Automation platforms: platforms that collect customer surfing patterns and provide a rule-based engine to customize webpages according to such rules.


Why integrating THRON with such platforms


As already mentioned, one of the peculiar characteristics of THRON is to be able to follow the entire visualization path of all users, and to aggregate the path of the anonymous device with that of the profiled user, once he has made a call to action and then provided his identity. THRON enables these steps by its unique Content Intelligence framework.


The accurate analysis of the topics covered by the contents that the user has viewed, allows the Artificial Intelligence engines to create a very precise "snapshot" of this user, capable of representing instant by instant its real interests.


Once provided to the platforms mentioned above, this information can bring significant benefits to your entire marketing and sales strategy:


  • Measure content performance for the complete user journey, highlighting correlations between content and user actions: What happened to a user that clicked on a banner, after he landed on a landing-page? Did he complete a purchase? Did he subscribe? How?
    THRON can answer those questions and provide the integration platform with detailed and up-to-date elements, while the integration platform can provide THRON with the profile data gathered from paid channels or from the corporate owned channels.
  • Improve segment management by adding THRON 1st party data and fuel interest-based rules for segment definition: DMP audience segments are usually limited to socio‑demographic information and a general-purpose interest definition. By adding THRON data you can evolve segments by detailing business specific interests and other persona definition parameters. As per CDPs, since they already work on first‑party data, this integration will further refine the details on the contacts basing on the browsing habits and history for the specific contact.
  • Link 1st and 3rd party segmentation: THRON can help unify the details coming from the different sources, integrating and improving them to furtherly refine the knowledge on the segments and on the contacts in the integration platform.


Integration scopes


As already stated in the introduction of this article, the main goal of integration through cookie syncing is to create a consistent representation of contacts between the two platforms; it is therefore important to focus on the events that might change contact related data.


For each one of these events, an integration action might be required. The following list describes the cases to be considered; for a better understanding we will refer, from now on, to "devices" when talking about anonymous contacts which have not yet provided their identity, while "contacts" means those already profiled:


  • General browsing: every time a device is browsing on a webpage that is being tracked by both THRON and the integration platform (e.g. user landing on website after clicking on an ad banner, user browsing a page on the brand site)
  • Contact update on the integration platform: every time a device or contact’s identity/attribute is modified on the integration platform (e.g. by adding contact details on its administration tool, manually inserting details in the CMP console)
  • THRON contact update: every time a device or contact’s identity/attribute is modified in THRON (e.g. behaviour engine tagging contacts because of their content usage patterns)
  • CTA event: every time a contact accesses content or performs a call-to-action (custom event) during his/her session (e.g. adds product to cart, completes purchase, subscribes to newsletter)
  • Identity event: every time a contact provides an identity data during his/her session (e.g. login, logout or form submission)



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