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The Customer Data Platform (CDP) WebTag Library is specifically designed to capture data from your customer’s interactions with your website or application. CDP consumes the data to build 360-degree customer profiles. This empowers the CDP predictive models and engages with the customer based on the interactions. The goal is to identify actionable events to drive better customer engagement and higher revenue.

The CDP WebTag Library is fully integrated into your web pages. It acts in real-time to collect web events as they take place. When customers identify themselves on the site, through email address or a customer identifier, the WebTag links all events to the specific profiles. The data collected from the website is processed throughout the day allowing the marketing team to take action when it counts the most.

The WebTag data can act as a trigger to drive event-based campaigns, you can connect this data with CDP’s insights to create rich, relevant and personalized messaging. In addition to understanding how customers interact with the website, CDP WebTag helps to empower the predictive engine. With each event, CDP receives more insight into the customers. This insight helps to drive CDP’s predictive engine, which leverages web data to calculate customer’s propensity to buy and personalized recommendations. For example, when a customer browses some products but does not make a purchase, a targeted trigger email can be sent to this customer containing the products browsed, recommendations based on those products, and an offer tailored to the customer’s likelihood to buy.

CDP WebTag Library

The CDP WebTag library is a Javascript SDK that communicates with the CDP REST API through HTTP/HTTPS requests. The actual protocol used is defined by your website pages. It passes useful information about customer behaviors, such as the products they browse, recommendations they view and click or items they add to their cart. This data is processed through the CDP platform and matched with other personas of the same customer (in store and email) to build a complete, 360 degree view of the customer.

Webtag

Implementation process

The following are the steps for implementing the CDP WebTag:

  1. Setting up Google Tag Manager

  2. Adding the webtag to your website

  3. Authentication for website and app implementations

  4. Identifying your website visitors

  5. Tracked events

  6. Examples of web event tracking

The following are the additional references related to implementation of the CDP WebTag: