Real-time personalisation with server-side tracking

Telecom provider

Article
Technical Web Analytics
Server-side tracking

Stefan Put

Commercial Manager Technical Web Analytics

4 min

29 Oct 2024

A large telecom provider in the Netherlands wanted to implement server-side tracking to improve their data processing. Previously, their existing process only sent online data to their Customer Data Platform (CDP) once a day. They wanted real-time data to offer personalised content on their website and in their online marketing campaigns. They enlisted our help to implement server-side tracking.

Server-side tracking

Server-side tracking is a method of collecting data about user interactions with a website or application directly on the server, rather than through the user's browser. This approach offers advantages in data privacy and security

Our technical web analyst worked closely with the telecom provider’s team and executed the implementation in phases:

Discovery phase: We analysed needs, capabilities, and technical options and developed a proof of concept to test feasibility.
Set-up: We migrated the tracking from client-side to server-side using Adobe App and Web SDK. Adobe Analytics was used for data analysis, and Adobe Experience Platform as the CDP. We carried out various tests to ensure stable server-side tracking functionality.
Go-live: During the go-live, we resolved minor bugs and maintenance issues promptly to ensure a smooth launch.

Following the server-side tracking implementation, we focused on two optimisation opportunities:

Customer Data Platform (CDP): After setting up server-side tracking, we began developing real-time personalisation. It was important that customer profiles were well-organised in the CDP, requiring close collaboration with the CDP team. Thanks to real-time data transfer via the Adobe Edge server to the CDP, we immediately leveraged customer profiles. With well-executed identity management, we were able to personalise these profiles based on the most current customer data.
Cookie challenges (ITP): We built an API to ensure cookies were placed via the server instead of the browser. This type of API is also known as a Visitor Identity Service. It prevents first-party cookies from being deleted by Intelligent Tracking Prevention (ITP) after 7 days. We ensured this met GDPR requirements, allowing users to be tracked within the Adobe ecosystem in a stable and privacy-compliant manner.

Results

The combination of server-side tracking, the CDP, and Visitor Identity Service tracking yields several key benefits:

Improved identity management: As cookies are no longer deleted by ITP, the telecom provider can conduct more accurate data and customer journey analyses. Visitors can now be identified up to 7 days after their initial visit, preventing an artificial increase in visitor numbers. This also benefits personalisation and A/B testing, as visitors have a consistent experience on the website, unlike previous situations where cookie absence after 7 days led to inconsistencies.
Enhanced CDP: They gain greater insight into who their customers are and how they behave, as data is sent in real time and profiles are better identified using the Visitor Identity Service.
Real-time personalisation: Real-time data transmission enables them to respond immediately to customer behaviour with personalised content on their website and in online marketing activities.

Future

The focus now lies on applying the Visitor Identity Service to marketing cookies. Within the Adobe ecosystem, a solution for cookies removed by ITP is already in place. This approach can be expanded to external platforms such as Meta, LinkedIn, and Google.

Need help implementing server-side tracking?

Let our Technical Web Analysts guide you through the process seamlessly! Contact us or schedule a meeting directly here.

Want to know more?

Stefan will be happy to talk to you about what we can do for you and your organisation as a data partner.

Stefan Put

Commercial Manager Technical Web Analytics+31(0)20 308 43 90 +31(0)6 33 65 99 17 stefan.put@digital-power.com

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