System Components
SmartTags
Insight SmartTags uniquely and anonymously track and identify each visitor and record their activity on a site over multiple sessions. Virtually any type of activity can be tracked with SmartTags without visitor participation or registration and works independently of site analysis packages. As visitors return to the site, Insight identifies them instantly and continues refining their Click Truth Profile.
Profiling Engine
The Insight Profiling Engine uses the data recorded by SmartTags placed throughout the site network to assign attributes to individual visitors. The Profiling Engine also aggregates Click Truth Profiles into groups based on these attributes. As visitors repeatedly explore your site pages, the Insight Profiling Engine continuously refines each visitor's Click Truth Profile attribute set to 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.
Decision Engine
The Insight Decision Engine sends signals in real time to the visited site to display content to best match each visitor's Click Truth Profile. A matching of the content attributes with the Click Truth Profile attributes personalizes the display to each visitor with the highest likelihood of success. The effectiveness of each decision to display personalized content to any user is recorded and fed back into the Insight Decision Engine to improve 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 be used to track that Goal's effectiveness. In addition, the Management Portal 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 are all recorded and reported in real-time, allowing up-to-the-minute feedback on the effectiveness of current content delivery.