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.