Managing a cookie CRM database

Posted: Jul 27, 2013 in CRM, Data, Display, Facebook, Tracking
Tags: , , , ,

Cookies

Firstly you need to have access to a DSP and have adserver container tags across your whole site. When implementing the container tags, it’s essential to pass back as much data through the custom variables as possible eg. age, gender, bucket amount, revenue, customer loyality type.

Container tags should be placed across each site / product page and then a tag from homepage throughout the whole conversion process to the sales thank you page. Also a tag across the current customer login section is required.

Now it’s a case of building up your CRM database within the DSP. A pixel within the DSP represents a targeting segment to be included / excluded such as:

  • Main acquisition homepage
  • March 2013 microsite landing page
  • Car Insurance homepage
  • Home Insurance homepage
  • Quote confirmation page
  • Logged in
  • Deposit confirmation page
  • Business awards landing page
  • Affiliate landing page
  • CRM email – non converting
  • Males
  • Age 25-34
  • Gold customers

Once your pixels have been created in the DSP, it’s a case of implementing them within the adserver container tags using the existing variables which have already been setup. This will allow you to setup basic scripts to conditionally fire the pixels to match the segment. To increase cookie volume, implement separate pixels across all of your CRM emails also.

The tech part is out of the way and now you just need to setup all of the relevant strategies in the DSP including / excluding the newly created CRM segments accordingly.

As new product pages, websites, microsites and CRM email campaigns get created, then the same process needs to take place in order to keep the cookie CRM database updated.

As the cookie database is held within a DSP such as MediaMath, you can deliver the CRM campaigns across ad exchanges, yield optimisers and FBX.

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