Behavioral Data Collection

Clario is a customer-centric marketing platform consisting of a longitudinal, first party, customer-level, labeled data set for machine learning and automated audience activation. Being customer-centric necessitates the collection and curation of prospect and customer behavioral data. One of the best sources of customer behavioral data today is our client’s web site.

Behavioral Tracking Framework

To collect this data, Clario operates the Snowplow behavioral data management platform on behalf of our clients. The platform operates within our own cloud infrastructure, ensuring compliance with our data privacy and protection policies and procedures.

Behavioral Data Collected

To most accurately predict a customer’s future behaviors, Clario behavioral tracking focuses on site activity and engagement which reveals the customer’s product/service preferences, readiness to make a purchase, and identifying elements which are fed into a first-party identity graph to unify on and offline events into a persistent customer identifier.

Behavioral Tracking Tag Implementation

Clario provides a reference tag implementation with baseline data collection capabilities including:

• Session level details

  • Customer identity (an anonymized ID or email address)

  • Navigation breadcrumb

• Order summary details

  • Transaction ID

  • Financials (order total, tax, shipping, discounts, coupon codes)

• Order line-item details

  • Transaction ID

  • Item details (description, sku, quantity, product affiliation)

  • Financials

• Behavioral events

  • Add to cart (sku, quantity, price)

  • Remove from cart (sku, quantity, price)

  • Search (search term, total number of results, number of first page results)

Baseline data collection can be augmented with additional site-specific items as needed.

First Party Status

To improve the ability of the Clario tag to collect longitudinally identifiable customer behavioral data, we require first party status. First party status ensures Clario's data collection operates as expected with current and upcoming browser vendor Intelligent Tracking Prevention efforts. The following items are required to meet this requirement:

• DNS records (created by the client)

• An SSL certificate (procured by Clario and installed on its data collection infrastructure)