How to optimize customer targeting with CDP

You can integrate your CDP data with Contentsquare to blend distinct visitor data with your CDP platform's profiles. This fusion unites offline and online datasets, offering a holistic customer journey view that can help you reduce pain points, refine segmentation, and optimize targeting across display, personalization, acquisition, web marketing, and live events.

Contentsquare integrates with Tealium’s CDP and Tealium’s Tag Management System (TMS).

Set up

1. To implement any integration, access the Integrations catalog in the CS Console.

2. Use this guide for a step-by-step guidance on the implementation steps.

3. Wait for the integration to be deployed by CS Support team.

4. After the integration deployment you can start creating your relevant segments and start your analysis.

Segments setup

• Find the dynamic variable corresponding to the right campaign and its value. Use our tracking assistant extension for a quick check of the variable and value you need.
• Then, you’ll be able to create the relevant segments by using the Dynamic Variable condition.

Common use cases

Quantify the ROI of a specific offline campaign

1. Compare your segments based on the the Tealium Audience 'Badges' (e.g., 'VIP customers' vs. 'Trend shoppers') in Impact Quantification on the following metrics:

• Detected opportunity: Are the results statistically significant? Is there a difference between the conversion rates of the two segments? Which campaign aids better results? What’s the value of converting more of the 'Trend shoppers' to a VIP status or vice verse?
• Goal conversions (E-commerce or another set goal) and actual transactions (Revenue and Median cart): Do the 'VIP customers' have a higher conversions or not? Are they more likely to reach a specific goal or not? Are they more likely to transact or not? What revenue are they generating? How high/low are their carts?
• Other UX metrics (Bounce rate, Average Page views, Average session time): Are there any observable differences in how the two segments consume the site? Are the 'Trend shoppers' experiencing a higher bounce rate, indicating certain friction? What about their browsing depth? Are the 'VIP users' viewing fewer or more pages, do they go straight for the right product or spend time exploring? 

2. This exercise can help with the data-driven prioritisation approach to what optimisations to focus on based on a chosen KPI.

Example of an analysis in Impact Quantification: The 'Trend shoppers' are 89.2% less likely to convert. Converting the 'Trend shoppers' to'VIP users' could result in an additional revenue of $1,242,460.

Reduce pain points for specific audiences

1. In Journey analysis, compare your segments based on the audience characteristic (e.g., 'Offline purchasers' vs 'Users with online transaction') and look at the following:

• Most common paths after visiting the Landing page. Did the navigation of your 'Offline purchasers' show interest in key pages such as product pages, list pages, etc.? Is your 'Offline purchasers' segment displaying sudden drops or looping behavior? Is there a specific journey that seems to help the navigation? Are they encountering unexpected error pages that may cause frustration and stopping them convert online?
• Paths after a specific page. If you noticed an issue with a particular page, examine the journeys after this page. Are there any looping behaviors or sudden exits?

Example of a Journey analysis: Comparing the journeys of 'Offline purchasers' vs 'Users with online transaction'. The 'Offline purchasers' tend to land on a Homepage and most of them exit straight after, while the 'Users with online transaction' land on the Checkout pages or Product releases directly. 

2. Quantify the frustration using the Impact Quantification module. After identifying the journey or the page to optimize (e.g., error page seen after login, landing on homepage, etc.), right-click on that specific journey/page and select 'Quantify.'

In the Impact Quantification module, compare the selected segment with users not experiencing the identified issue (e.g., 'Seen Login page, not seen Error page'). Compare both segments on the following metrics:

• Detected opportunity: Are the results statistically significant? Is there a difference between the conversion rates of the two segments? What’s the value of fixing the identified issue?

3. Troubleshoot the identified errors and friction that hinder your users' journeys by contacting your IT team. If you have Experience Monitoring, continue your analysis by drilling down into the errors in Error analysis. 

View replays based on unique variables

1. Add session replay links directly to visitor profiles in the Tealium Customer Data Hub (CDH), enabling individual sessions to be watched with a single click.

2. While doing your analysis within Tealium, you can find CTAs and links in the UI that will open a tab with a direct URL to a session in Contentsquare.

3. You can also directly go to the Session replay list, apply the segment with the audience you want to look at the Analysis context and start watching.

4. Take note of any element that might be causing frustration.

5. Select that event by ticking the box of the event and click on "Quantify" on the blue bar under the player to be redirected to Impact Quantification.

6. Use the Opportunity widget to understand how many other users are struggling with the same issues to determine if the issue is isolated to one customer or widespread.

If you have Insights or Experience Monitoring:

1. The Event Stream in your Session replay will display any errors or frustration that occurred. To quantify the action/error, select it and click 'Quantify' to be redirected to Impact Quantification.

2. Use the Opportunity widget to understand the impact of that specific error/frustration on conversion and revenue.

3. Use the Localize widget to see which browsers, devices, and OS are most affected.

Go Further

• Discover how to further enrich your data through integrations with a webinar recording featuring a Contentsquare expert sharing valuable insights, tips, and best practices.