Improved customer insight and cross-device tracking through innovative customer recognition
Transavia
- Customer case
- Technical Web Analytics
- Data projects
Recent developments in Safari’s web browser, such as Intelligent Tracking Prevention (ITP), have made tracking user behaviour over longer periods more difficult. For Transavia, where the customer journey between booking a flight and the actual departure date can be lengthy, this presented a significant challenge. Without an effective solution, Transavia risked losing crucial customer insights and undermining the effectiveness of their marketing strategies.
Transavia asked our Technical Web Analysts to develop a web service that would allow cookies to be stored for longer than 7 days. This would enable them to track customers for longer periods, thereby gaining better customer insights.
Approach
We worked closely with Transavia’s website team throughout the entire project. An important part of our approach was carefully considering customer recognition and working out various scenarios. This included handling recognised customers and consent information. We documented, tested, and validated these scenarios.
We then delivered a plan based on known use cases, detailing how the service should function and outlining the associated features. Transavia then developed the solution based on these specifications.
After the service was developed, we provided feedback and thoroughly tested it. We also handled the integration with the tag management tool, the data management platform (Relay42), the consent banner, and the various analytics and marketing tools.
Result
Thanks to the implementation of this solution, Transavia can now recognise users in Safari for longer periods, similar to Chrome users. This enables Transavia to perform more in-depth analyses of longer customer journeys. Additionally, it reduces the number of times customers need to accept the consent banner, resulting in a 17% increase in customer recognition.
The attribution of longer customer journeys has also improved as Transavia can continue linking measurements via the user ID, even if cookies from other platforms are deleted. This provides Transavia with better insight into the impact of marketing activities over extended periods.
The capability for cross-device tracking has enabled the analysis of the customer journey across different devices, resulting in a more accurate understanding of customer behaviour. Besides the various benefits for Transavia, the new service also respects customer privacy. The service output includes an anonymous device ID and a user ID. The device ID is separate from the person and is not privacy-sensitive. The marketing ID is linked to an account and is only used when explicit consent has been given.
Future
In the near future, we will integrate the service into the Transavia app, resulting in a consistent customer identity across both the app and the website. This will simplify mapping the entire customer journey and improve the customer experience.
Furthermore, we plan to integrate the service with other tools within Transavia’s data/marketing landscape. By establishing the service as the place for customer identity, personalisation and analysis tools can use consistent and reliable customer data. We expect this integration to further enhance our marketing campaigns, increase customer satisfaction, and lead to even more effective business operations.
Want to know more?
Daan will be happy to talk to you about what we can do for you and your organisation as a data partner.
Account Manager+31(0) 20 308 4390+31(0) 6 4084 0086daan.vanelst@digital-power.com
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