How Effective Web & App Tracking Empower Business

Data Tracking Technology is the foundation for accurate data collection. Its value lies not only in the comprehensiveness and accuracy of data collection, but also in its ability to help companies efficiently analyze and gain actionable insights from the data. Sensors Data supports various tracking methods, including Code Tracking, Full Auto-Tracking and Visualized Auto-Tracking to meet the personalized needs of enterprises for compliant data collection.

In this context, Sensors Data‘s vice president of delivery & product solutions center Della Mao shared insights on "Effective Web & App Tracking Empower Business".

1. About Sensors Data

Sensors Data is a data intelligence company that try to help all the companies with customer data. If the Enterprise Warehouse are focusing more on the data generated by the business process, Sensors Data can help the companies to get more understanding of our customers.

Sensors Data started in Asia and has grown to become a leading Customer Data Platform (CDP) solution provider in the region. We currently serve over 2,500 customers globally, processing more than 250 billion records of data daily. Our high customer satisfaction is reflected in our 95%+ renewal rate. According to IDC, we hold the top market share in China for customer data platforms, user behavior analytics, and marketing automation.

Sensors Data also committed to contributing to the open-source community and provide over 50 SDKs for free.

2.  2. Sensors Data Solutions

Our platform begins with data integration and ID-mapping. As a CDP solution, ID-mapping plays a critical role in integrating data from various sources and marking them with a unique identifier. Once the data is integrated and prepared, several pre-built analysis models are available for immediate use. Based on these analyses, you can build user groups and gain insights into customer journeys. Additionally, the collected data can be leveraged to enhance other applications, such as marketing attribution and customer journey analytics.

The platform includes ten different analysis models tailored to various roles and environments. Customization options allow you to create your own analysis models and dashboards according to your specific needs.

Our data collection is performed in real-time, similar to Google Analytics. This means that regardless of whether a customer is using an app or browsing a website, we can collect data on the fly. The ID-mapping process is also executed in real-time, ensuring that data is immediately ready for analysis.

One of the challenges of ID-mapping is connecting data from different sources. For instance, an anonymous user might interact with the app or website before logging in. We collect data both for logged-in and anonymous users, linking them through device IDs or other identifiers once the user logs in. This allows us to connect historical anonymous data with authenticated data, providing a comprehensive view of user behavior.

At different stages of the customer journey, various IDs are collected. For example, an anonymous user might start with an Android ID, which transitions to a member ID upon registration. Cookies and other identifiers are also collected throughout the journey, enabling seamless integration of data across touchpoints.

3. Typical Business Scenarios

Different roles within a company have distinct questions they want answered by the data. For instance:

Marketing Teams: Interested in identifying potential customers and converting them quickly.

Digital Teams: Focus on understanding customer actions before and after purchases to improve lifetime value.

Sales Teams: Concerned with lead conversion and gaining a 360-degree view of VIP customers.

Product Teams: Want to know how customers engage with the app and identify areas where they encounter difficulties.

• Marketing Attribution

Sensors Data excels in connecting data from various advertising channels with subsequent customer behaviors, such as purchases and order placements. This comprehensive view helps marketers understand the effectiveness of different channels and optimize their strategies accordingly.

One of the key features of our platform is the ability to discover "magical numbers" that can be particularly interesting for the customer success team. For example, we found that users who view product details more than five times contribute nearly 30% of the general market value. These users are more likely to make a purchase compared to other customers. This insight indicates that targeting this segment of customers with specific strategies can be highly effective.

• Customer Journey Analytics

Customer journey analytics combines different analysis models to understand the entire customer journey, from initial engagement to repeat purchases. Here are some key aspects:

Registration Routine: When a customer registers, we can use path analysis to understand the steps taken and ensure they align with the desired product experience.

Purchasing Behavior: We track activities such as adding items to the cart and applying coupons to gain insights into decision-making times. This period offers opportunities to influence customer decisions.

Repeat Purchases: For e-commerce customers, the second purchase is considered a significant milestone. After this point, we focus on retention over the next period and examine the differences between customer layers.

These insights are crucial for companies running membership programs, as they help differentiate the behaviors between different groups of users.

• 360-Degree Insights

For companies with membership programs and a high volume of customers, such as coffee shops, it's challenging to serve and analyze each customer individually. Our platform enables grouping and analysis of customer segments to gain valuable insights and tailor strategies accordingly.

In industries like finance and automotive, where agents serve VIP customers one-on-one, having a comprehensive view of individual customers is essential. Our tools provide convenient insights about each customer, including hints on how to communicate and what products to propose. This personalized approach can significantly impact customer conversations.

• Product Analysis

For the product itself, we analyze banner performance. Banners are a common tool for promoting content within an app, but understanding their performance is critical. We help measure click-through rates and conversion ratios and optimize banners through A/B testing.

Additionally, keyword analysis provides insights into users' needs and intentions, helping to optimize the app by identifying frequently searched terms and suggesting ways to make the app more user-friendly.

• Industry-Specific Templates

Our platform offers industry-specific templates for businesses in different sectors, such as retail and finance. These templates provide a starting point for setting up dashboards and key indicators, which can be customized as needed.

4. Technical of Sensors Data's Solutions

• SDKs

Sensors Data provide SDKs for free, which can be integrated into apps, websites, and server-side applications to collect data. Third-party tools and databases can also be integrated through real-time or batch processes.

Once data is loaded, it undergoes mapping to create a unified ID that links current behavior with historical data. The data flow includes events data, user data, and shopping cart records, among others.

Our SDKs are available for various platforms, including Android, iOS, web, backend services, and mini-programs. We also support data collection from third-party tools and provide testing tools for A/B testing.

• Data Tracking and Analysis

Our platform supports both no-code and code-based tracking. No-code tracking uses default fields, similar to Google Analytics, while code-based tracking allows for custom data collection. Back-end code tracking can also be enabled.

Under the hood, our platform utilizes two main tables: the event table, which captures who, when, where, what, and how; and the user table, which serves as a master data table for customer identities and profiles.

By leveraging these tools, businesses can gain deeper insights into customer behavior, optimize marketing efforts, and foster long-term customer relationships.

• Data Model and Flexibility

The core of our platform revolves around two main tables: the event table and the user table. The event table captures data about who did what, when, where, and how. It answers questions like who has performed certain actions and where these actions took place. The user table acts as a master data table for customer identities and profiles.

For data integration, the information collected through various tracking mechanisms fills these two tables. Once the data is in place, all the analytics models provided with our solution become immediately usable. This makes the platform very user-friendly for business users without requiring extensive IT or data team involvement.

The event models allow for detailed checks to provide a complete user profile. We can store a wide range of data in user attributes, and these fields are flexible and can be expanded as needed. The events table captures behavioral data, including transactional data like placing orders or adding items to a cart.

In some cases, additional tables may be necessary, such as for storing shopping cart records or detailed order information. These tables can be used alongside the user and event tables to build more comprehensive insights.

• Tracking and Data Storage

During the service delivery phase, we collaborate with customers to define the data fields and tracking plans. Our consultants work closely with you to ensure the tracking is tailored to your needs.

Sensors Data offer several advantages:

• Open APIs for data warehousing

• Kafka data subscriptions for live streaming

• Real-time detailed data access

• Additional analysis models

• Compliance with GDPR, CCPA, and specific regional data protection laws

• Professional services for end-to-end implementation, campaign support, and post-sale services

5. Conclusion

Throughout the presentation, we've covered the core features of our platform, including real-time data collection, ID mapping, and detailed analysis capabilities. By leveraging these tools, businesses can gain deeper insights into customer behavior, optimize marketing efforts, and foster long-term customer relationships.

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