The Customer Data Platform (CDP) WebTag Library is specifically designed to capture data from your customer’s interactions with your web site or application. This data can be consumed by the CDP platform to build 360-degree customer profiles, empower the CDP predictive models and engage with the customer based on these 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 will be able to link all events to the specific profiles. The data collected from the website will be 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, which can be connected with CDP’s insights to create rich, relevant and personalized messaging. In addition to understanding how customers interact with the website, CDP WebTag also 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 browsed some products but did not make a purchase, a targeted trigger email can be sent to this customer containing the products browsed as well as recommendations based on those products, and an offer tailored to that customer’s likelihood to buy.
The CDP Webtag library is a Javascript SDK that communicates with the CDP REST API via 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/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, email, etc.) to build a complete, 360 degree view of the customer.
The process for implementing the CDP Webtag is documented in a series of articles, listed below. We strongly recommend that you go through the “Recommended reading” section first, go through the actual implementation, and then come back to the “Advanced reading” section if you want to go further (or if you have use cases not covered in the first articles).
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