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Optimize Visitor identification and personalization
Optimize Visitor identification and personalization

Make Fresh Relevance work better for you.

Updated over 8 months ago

Identify more visitors

Fresh Relevance tracks the behavior of shoppers even when they are anonymous, and can personalize your website for these shoppers.

As long as this feature is enabled in your subscription.

To maximize the returns from triggered messages and email personalization, we need to identify the shopper whenever possible. The main ways that a shopper can be identified are:

  • Data scraped from your site

  • Digital Data Layer (DDL)

  • Click-through from email

  • Cookies

Identifying more shoppers, as early as possible, is the single most important thing you can do to improve the effectiveness of real-time marketing and personalization.

There are several ways for Fresh Relevance to identify more shoppers through your messaging provider:

  1. Add a unique ID for each recipient (Email ID or EID) to tracked link URLs in your marketing emails.

  2. Add the recipient email address to URLs in your marketing emails.

  3. Add the shopper's email address into the source of your ecommerce site pages, using our HTML API.
    Learn more in HTML API.


Advanced customer tagging

Advanced customer tagging is a framework that allows sophisticated behavioral targeting based on preferences observed during website browsing sessions or through purchases.

This feature uses product tags, and we group related tag values together. For example, all size values against a particular product might be assigned to a tag group called clothing-size, and all brand names assigned to another tag group called clothing-brand.

Once this tagging is set up, you can target content to visitors based on their personal choices of tag value from each group. By default this targets the shopper’s top personal choice, but you can target other levels of preference too.

To set up advanced customer tagging you must configure our script on your website to collect tag data from your product pages in the correct format.

Learn how in Analytics for email marketing. If after setup you see reports that no data is being collected yet, contact us.

Use tags

You can use customer tags in marketing rules and product recommendation filters to help you more effectively target your content.


Site brands

Site brands - or product sets - support multiple variants of a website, such as regional variations, outlet sites, or additional brands. Sites must be of a similar HTML structure so that they are all able to use a single site script.

The site brand can be used to filter and control a number of things in Fresh Relevance, including:

  • Which triggers run for this site brand. For example, you might want to send a different creative depending on the site brand.

  • Content displayed on the website, using marketing rules.

  • Products displayed in recommendations to match the site brand of the website the visitor is browsing or has previously browsed.

Site Brands must be set up for you by Customer Support. Contact your Account Manager for more information.

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