System Components
User Tracking
Click Truth uses a combination of JavaScript and tracking cookies to uniquely and anonymously identify each visitor and record their activity on a site over multiple sessions. The entire system operates without the need for visitor interaction and works independently of existing user registration infrastructures or site analysis packages. As visitors return to the site, the system identifies them by their tracking cookie and continues building their profile. Any site activity that qualifies as a Flag is recorded in the central system for analysis and reporting.
Customer Attribute Engine
The Customer Attribute Engine assigns attributes to individual visitors based on their actions to provide broad aggregation of similar users. Each action that a site visitor takes causes the engine to refine that visitor's attribute set and improve content targeting. Click Truth considers site history, goal conversion, and interests to assign an attribute to a user with many users being assigned multiple attributes. The system comes prepackaged with a set of attributes that can be supplemented with microsite-specific custom attributes.
Content Decision Engine
As visitors navigate through a site the Content Decision Engine serves customized content for each user based on attributes of the content and the user as well as the user's recorded affinities to similar types of content. This intelligent content serving allows for optimal cross-promotion with the highest likelihood of success. As content is provided to the user the effectiveness of the content is recorded and fed back into the system for future decision making.
Management Portal
Click Truth's Management Portal provides an easy-to-use set of tools for defining a site's dynamic content, creating micro-site tags, and setting site goals. Each micro-site, Flag, and Goal is tagged with the same tags. Flags can be defined by URL, custom JavaScript inserted in a page, or as a complex combination of other Flags. Each Flag can also be designated as a Goal and assigned a value that can used to track that Goal's effectiveness. In addition, the Management Portal also provides the ability to manage a list of advertisements (known as Decisions) tagged by micro-site.
Reporting Tools
The built-in reporting tools provide at-a-glance insight into the effectiveness of advertisements, visitor trends, as well as flag and goal statistics. Visitor segmentation and responsiveness, Goal conversion, and customer attribute information is all recorded and reported in real-time, allowing up-to-the-minute feedback on the effectiveness of current content delivery.