Product
Changelog

Facebook Custom Audience Integration

Our new Facebook Custom Audience Integration allows you to use the segments created in the CDP when creating advertising campaigns in Facebook Ads Manager. This enables your Ads campaign placed in Facebook feed, Facebook story, Instagram feed, Instagram story and many more channels to target the right ad to the right audience.
You now are able to use the shared segments from the CDP as retargeting and lookalike audiences for your next Facebook campaign, for example, offering the new jersey advertisements with Facebook Ads to the supporters who have already purchased their previous jerseys before, but not the new one yet. Furthermore, you are also able to use this audience to create a Lookalike Audience with like-minded people who are also likely to be interested in buying your jerseys.
The configuration of Facebook Custom Audience Integration is available on the Admin page of the CDP. Authentication of Facebook Business Manager and Facebook Ads Manager accounts is necessary.

Box with Whisker Chart

We are introducing a brand-new chart type, the Whisker Chart. This is the most convenient way to see the average, quarterlies, extreme value and distribution of your data. The benefit of this chart type is maximised when used for example for ticket revenue distribution per match and purchase source. You are able to see the minimum, maximum, median and 1st and 3rd quartiles of ticket revenue your club achieved per match across all matches in the database and with a comparison of online and offline tickets.

Data Exploration

The data you import to the CDP is most typically visualized and analyzed in the analytics framework. Although, there is always a possibility that you need to explore the raw data as it arrives from the source systems, such as your ticketing or merchandise systems. The new data exploration feature in the CDP allows you to preview your data as it arrives in the CDP. Just select what type of data you would like to explore (e.g.: profiles, events or inventory), sort them, or search for a specific value. You are also able to export the data you find on this page in CSV format.

Multi-Identifier Handling

We collect customer data from various sources, causing the existence of multiple identifiers, such as email addresses or phone numbers for one unique profile. This is beneficial from a data collection point of view but brings complexity when preparing your campaigns: if one profile has two email addresses, exactly which one should you send your promotion email or notification to? Should a person receive two emails or just one? Which one? We introduce a platform-wide solution to handle this. Now you are able to manage multiple email addresses and phone numbers which belong to one profile, not only as a list but as an active directory of consents as well. The solution is integrated with the Email builder as well as our SMS sendout function.

Content Library

The all-new content library allows you to take advantage of our email builder to the fullest extent. It enables you to enhance the visualization of your newsletters and communicate with your supporters more actively. With your own brilliant image gallery, you are able to store, manage and insert frequently used images (e.g. your club logo, header and footer image) into your email sendout. You can categorize the images with folders or attachment of tags to them. Moreover, its search feature with various filters allows you to find the specific image you want without any complexity. You can see your own organized content library on the tab in the left sidebar of CDP or if you drag and drop the image block on the edit page of the email builder. The library supports the following file types: JPG, PNG, JPEG, and GIF. Moreover, as your own storage library in the CDP, it supports file types other than images such as CSV, XLSX, DOC and etc.

Automated Web Tracking Onboarding

Setting up the website tracker for your websites takes less time and is easier than ever before. We want to enable you to keep track of your customers’ behaviour on your website or merchandise shop without a lengthy configuration process. On the website tracking configuration page, you can easily set up the programmatic link between Google Tag Manager and Data Talks Sports CDP! All you need to do is, provide your domain and Google Tag Manager ID, and configure Google Tag Manager using the following instructions in this document. It’s imperative to track visitors’ behaviour, which buttons they clicked, which merchandise they bought most, and all this whilst collecting their profile data to use for your next campaign.

New Grid

Data Talks are continuously striving to improve your experience with Data Talks Sports CDP’s dashboards and one of the latest enhancements is a new grid structure. With this, we ensure that every element on the dashboard looks organized. Your dashboards hardly seem messy with some delicate coordination for text alignment, margins between widgets, and swift interaction in editing size both horizontally or vertically.

Time-series chart

The time-series chart enables you to see the status of ticket sales and merchandise sales over a longer period of time, giving you a holistic understanding of your sales performance. One of the greatest benefits of this chart type is the many various options it offers to adjust the time period setting. The first one is to indicate a specific date on a calendar. You can also use a straightforward drag of the start point and the endpoint to set a specific time period, enabling the chart to show only the data in the period. Even the zoom-in and out action can be used to extend the overview or narrow it down to examine some interesting facts in a specific time period. Not intrigued by manually setting a time period? You can just choose some classic time periods such as 6 months, 1 year, or just All periods, selecting one in the upper left corner of the chart. If you click 6M in the selections, the time period is automatically reset as 6 months from the endpoint. Explore this amazing chart and learn how your data is flowing with the time-series you define for your use case.

Segment Builder Enhancement - Negation

Imagine you want to raise the interest of supporters who didn’t buy their tickets for the match coming up. You want to send them an email, right? That is when using negation comes handy: Now you can create segments which include the profiles of those who didn’t purchase the ticket or those who didn’t subscribe to your OTT Platform. We also polished up the overall interface of the segment builder, allowing you to feel more pleasant when exploring, creating and executing your segments.

Email Builder Enhancement - Domain, sender ID configuration and Dynamic links

We added a new page for email configuration to the Admin section, which prevents your newsletters from landing in the spam. On the email configuration page, you can easily set your sender domain, its SPF and DKIM records, and authenticate the sender email address which will be shown to the recipients. This feature enables your customers to confirm that the email is truly arriving from you, not from a suspicious sender.

It is an undeniable fact that call-to-action buttons are a great way to increase click rate and conversion for your newsletters. The Data Talks email builder allows you now to use dynamic links in your messages and call-to-action buttons. You can link, for example, a unique abandoned cart URL for each customer to your email sendout, allowing them to recover the cart including the exact products they were browsing before. Does it sound effective? Just drag and drop the link on your email builder page and see the increase in clicks and conversion rates.

Sankey Chart

To enable you to understand your supporters and their journey through different purchasing funnels even better, we’re introducing the Sankey chart in our analytics. The Sankey chart will be slightly different from the rest of the chart types, as it will be preconfigured like a widget – which means you’ll be up and running quickly. The Sankey will show your supporters’ journey when purchasing tickets with connection to their Supporter Lifetime Value. The Sankey chart is able to break down this complexity into a visually simple diagram. If you are interested in setting this up, contact your Customer Success Manager.

Sendouts in Profiles

After you’ve sent email campaigns, you also want to be able to understand how a specific supporter has interacted with your campaigns. We’ve compiled all of that information into one tab that you can access from each profile. By clicking on the “Sendouts” tab, you’ll be able to see which campaigns were sent to that profile, when they were sent, if it was an automatically triggered campaign, and how many times they opened and clicked the campaign. If you have used discount codes in your email campaigns, each unique code will also appear here. Making it easy for you to understand whether a supporter used their discount code or not.

Triggered Actions

To deliver a truly great customer experience based on your data Data Talks CDP will allow you to act directly in our CDP to trigger event-based or any other rule you’ve created a segment in our inhouse channels email and SMS. With triggered messaging, you’ll be able to deliver real-time customer experiences to your prospects and customers. When creating a segment you’ll be able to decide if the conditions of the segment also should trigger messaging to the audience you’ve identified.

For instance, you can choose to trigger birthday, abandoned cart, and welcome communication in both our email and SMS channels. If you’ve created recurring segments that are recalculated with relevant profiles, the triggered messaging will reflect the frequency of the recurrence of the segment. This means that if a segment is recurring each Wednesday, the triggered message will be triggered and sent each Wednesday. Quickly engage your audiences in the two most important relationship-building channels – email and SMS – and start leveraging your customer data.

Discount Codes

We’re passionate about making sure you can deliver an exceptional supporter experience to your fans that is individualized. When you know which fans are your casual and hardcore ones you need to cater to these different groups. We’re introducing the new capability of being able to include individual discount codes in your hyper-personalized campaigns.

There are several ways of how you can boost your revenue while serving your fans. One of them is offering your fans individualized discount codes in your campaigns. By uploading the discount codes via back-end to the database you can easily add the code to the email template when creating your email campaigns. You can use different discount codes to different segments to for instance offer the right merchandise to the right fans.

Since all of your supporter data is collected in the single supporter view you have the capability to segment on many relevant supporter segments. Let’s say for instance that you know which supporters are interested in a specific type of jersey. You can use this knowledge to promote future launches of similar jerseys. You can reward your highest spending fans with individual discount codes, that will make them feel rewarded and in return their engagement will increase over time.

Facebook Conversions API

As regulatory pressure on organizations to protect consumer data increases, and with the inevitable death of third-party cookies, if you are advertising on Facebook platforms today you need to future-proof how you successfully can optimize your ad campaigns while being fully data privacy compliant. If you are advertising on Facebook today, you’re using the Facebook pixel to capture your supporters’ behavior on your website, and sending it directly from the user’s browser to Facebook. Data Talks will now be able to offer our pre-built integration to Facebook’s Conversions API, which also can be used to capture conversions taking place outside of your website, deeper in the funnel.

The Conversions API allows you to share events that take place on your servers and send that data directly to Facebook Ads, without having to rely on data from the user’s device. You’ll be able to understand your supporters’ behavior in your mobile app, payment tool, and CRM for instance – and use that data to optimize your ad spending. If you’re selling merchandise, and advertising on Facebook platforms is part of your marketing strategy, you can use Conversions API together with the pixel to capture purchase events taking place outside of your website. By understanding customers’ needs and delivering relevant content in your ad campaigns, you can deliver a superior supporter experience while keeping marketing costs low.

Web Behavior Analytics

A crucial part of understanding your customers better and delivering a truly personalized customer experience is to gather data beyond transactional interactions such as in-store purchases and membership upgrades for instance. By understanding how your customers behave across your website, you can further optimize your content so that every interaction between you and your customer is relevant and personal to them. That’s why we’re excited to share that Data Talks CDP now can track web behavior, allowing you to understand which content your customers find interesting, and which products they are likely to purchase. This will continue to allow you to unlock opportunities to optimize your marketing and communication strategy and avoid leaving money on the table.

Either by setting it up with Google Tag Manager, or adding a Javascript to your website, you’ll be up and running in no time and start understanding what your customers are doing on your website. Most importantly with Data Talks CDP you’ll be able to combine web behavioral data with every other customer data point to enrich your customer profiles. Since Data Talks CDP can ingest data from both online and offline sources, you’ll get a deeper understanding and a full-funnel view of your customers’ journeys across your website, app, social media, and other channels.

Email Campaign Analytics

With our Email Builder you can create your next email sendout, pick one or more segments of customers to act on and create a well-designed and personalized email template, without needing any prior knowledge in HTML code. After you have sent your email campaign, tracking the success of your campaign is crucial to see what you could potentially improve to your next campaign, which is what you can see in our Email Analytics, which is now a part of the Email Builder. With our email analytics you’ll be able to track important metrics like open rate, click-through rate, bounce rate etc in an analytics dashboard. Apart from tracking the performance of your email campaign, you’ll be able to see how your campaign affects the performance of your general customer KPIs.

Upload via files

Data Talks CDP also offers you the possibility to ingest your customer data into the CDP by uploading files. This allows you to bring your offline customer data for any of our Data Points; Profiles, Events, and Inventory data. In three easy steps you can upload CSV or XLXS data files into Data Talks CDP and process and use the data you’ve collected, in addition to the data sources you have connected.

Filters in Analytics Framework

In our Analytics Framework you’re able to create your own advanced analytics using our drag-and-drop functionality. In order for you to be able to discover even more relevant results and visualize the exact metrics your want, we’ve developed a set of filters that you can apply in an easy way in Data Talks CDP. You can apply four different types of filters; date range, number range, multi-choice picker, and single-choice picker.

SMS Sendout

After you have collected and analyzed your data, it’s time to act on it. Today, you are able to send engaging and personalized email campaigns to your customer segments with Data Talks CDP. To complement the Email channel we’ve created the SMS Sendout, where you – yes you guessed right – can create relevant, engaging and personalized SMS campaigns.

With our SMS Sendout, you can create your next SMS send-out, pick one or more segments of customers to act on and create a personalized SMS in four easy steps. You can easily decide when you want it to be sent by scheduling the campaign and you can see how many recipients that the SMS will be sent to.

Data Onboarding

We want you to be up and running with Data Talks CDP as quickly as possible so you’ll be able to start analyzing your data and measuring the success of your marketing efforts. So, we’re happy to share the news with you that we’ve created a solution for you to onboard your data in a smooth self-service way – saving you time and energy.

Define the data you want to bring to Data Talks CDP, send it to us via our API or upload your own files, and start leveraging your data and create a better customer experience. Simply choose what type of data it is (Profile, Events, or Inventory data – more information on that here) and fill in the relevant fields that tell us how we should interpret the data and how it should appear in Data Talks CDP. You can use whatever data you want to use in our CDP; there is no need to comply with any predefined data model as Data Talks CDP is totally flexible. In no time, you will be up and running and able to start analyzing your data.

To make it even smoother for you if you’re a Retail/E-commerce or Sports business, we’ve predefined data onboarding templates with the most common data attributes you may want to track. You are still in complete control and free to delete and/or add any fields you want to include. We simply wish to help you as much as we can.

Scheduled Segmentation

With Data Talks Segmentation Builder you can create audiences of your customers with similar characteristics, preferences, and behaviors. Those segments can be calculated in an ad-hoc manner, meaning that the decision about who enters the segment and who doesn’t happen only at the time of creating the segment, and stays like that forever. This is useful when you want to create a one-time segment, act or communicate with the customers that belong to it, and then let it be.

However, there are many times that you want to create a segment in which you want to act on a regular basis. In those cases, you need to make sure that the segment is up to date with the right list of Profiles, so that you do not act on customers that left the segment because they do not satisfy the rules and at the same time you act on customers that are newcomers to the segment. By scheduling your segments they will be up to date on a daily, weekly, monthly, or yearly basis and you can ensure that your marketing efforts are always relevant.

Email Template Library

In our Email Builder you can create campaigns in an easy way to communicate with your customers with relevant and personalized communication, based on the data you have ingested in the CDP. To make it even more easy-to-use you can quickly create a campaign using our templates if you don’t want to design it from scratch.

We have a template library where you can see the email templates available to you. We have several templates ready made for you, and for Sports and Retail we have templates tailor made to meet your specific needs based on our expertise in Sports and Retail. In case you want to use another template, you are able to quickly use any template you wish by simply importing the template into our CDP.

Data Exploration

Your feedback is of extreme importance and value to us and we have been working with full focus to deliver new features that will allow you to offer a top-notch personalized experience to your customers. After we have collected all your data and unified it and before targeting your customers and communicating with them, you would like to understand more about your customers, the segments that they belong to, and how performant your marketing efforts are. Data Talks CDP is providing you with the possibility of Self-service Data Exploration and Analytics functionality, without the need of involving any Data Scientists or Analysts from your team.

We designed an Analytics tool, which you can use to create reports and dashboards to analyze your customers, segments, marketing efforts, and so on, according to your most important KPIs. At Data Talks CDP we believe that understanding your data and showing its value, is even more important than the data itself.

On top of the insightful Analytics we provide you by default, you can evaluate your customer’s performance, how your Audiences are performing on certain KPIs, or how efficient your communication with your customers is by creating your own analysis using our Analytics framework.

Segmentation Builder

One of the core functions of a CDP is to be able to target the right audience with the right offer. The first step to achieve this goal is to unify all customer-related data, to build a complete Profile view. The second step is to be able to separate your customers into audiences of Profiles with similar characteristics, preferences, and behavior. By doing this, you can build a separate communication strategy with each of those audiences and provide a better, more relevant, and highly personalized experience. In Data Talks CDP, we offer a pretty easy and user-friendly way to segment your customers, to share this information with any of your other systems, and to start acting right away.

Self service configuration of Segmentation Builder Attributes

In Data Talks CDP, we believe in flexibility and free hands! We want you to be the master of your data and to achieve what is most important for your organization. For this reason, we are always looking to provide you with the ability to configure things the way you want. The Segmentation Builder is one of those features. You can decide on your own what attributes you would like to include as Rules in the Segmentation Builder. And those are the attributes that you and your colleagues are going to use in order to create segments.

Email Builder

Using the Segmentation Builder, Data Talks CDP allows you to segment your customers into audiences with similar characteristics and act in your system or app of preference. In addition, in Data Talks CDP you are also able to act right away using our awesome Email Builder. With our Email Builder, you can create your next email sendout, pick one or more segments of customers to act on and create a well-designed and personalized email template, without needing any prior knowledge in HTML code. And the best part is that you can use any of your data stored in the Data Talks CDP in your Email Builder, to achieve top-notch personalized communication.

Profile Marketing Rates

Some of the most important KPIs come from your Marketing Automation and email efforts. After you communicate through email or SMS with your customers, you want to check the results of your efforts. A first step to understand this is to track if your users are opening and clicking on the emails you are sending them. Those figures will help you understand if you are on the right track or if you need to change your marketing strategy. We are aiming to present those figures, showing you how many emails a specific customer has received, opened, clicked on, and how those figures compare to the rest of the Customer pool. We are, therefore at the moment, developing a placeholder in the Profile Overview page to capture those very important KPIs.

Profile Relationships

In order to boost the personalized experience for your customers, you want to know as much as you can about them. One of the most important and tricky parts for you to know is if and in what way your customers are related to others in your customer base. With Data Talks CDP you will be able to track this down and excel at your communication. We are developing a feature with which you will be able to see the Profiles that each customer is related to, what their relationship is, and if there is a way to measure this relationship.

For example, if you are attending an event regularly and you usually buy tickets for that event, not only for yourself but also for other people then you are building a relationship with them. They are becoming your event companions! By tracking down those relationships you can provide more personalized offers that will have affect more than one customer.

List of Profiles

A very important aspect of a Customer Data Platform is consolidating segregated data from online and offline sources for the sake of creating a unified 360-view Profile. With our brand new web application, we are providing a very detailed and granular view of your customers, allowing you to make better and more accurate decisions. You will be able to check all the Profiles you store in the Data Talks platform and go into specific ones to get more details.

Profile Details

As a very first step to providing our customers with a detailed 360-view of Profile, we have designed and developed a placeholder where all basic details of a particular Profile are displayed. The list of details will be dynamic and it will fit the needs of every customer in the mindset of bringing your data into the Data Talks platform. The goal of this element is to provide you with a basic demographic overview of the Profile you are looking into.

Profile All Events

Each one of your customers is performing, at some point in time, transactions within your business. They are purchasing products, booking and attending an event, increasing their membership card balance, and so on. All those events are collected in Data Talks CDP to create a more detailed view of your customers’ Profiles. We make it very easy to track all events for each one of your customers sorted on the date that the events took place so that you can follow the customer journey. Events are listed by Event Type, Event Description, and Date of creation. By clicking on an event you can get all information that describes this particular transaction.

Last Events for Profiles

For your convenience, we have created a placeholder in the Profile Overview section that holds the last five events of your customer. It gives you a very quick, yet detailed overview, of what the customer did lately, and by clicking on an event you get the full details behind the corresponding event.

Profile KPIs

One of the main tasks you want to do in a Customer Data Platform is to track how your customers are performing related to a set of important KPIs. By tracking those KPIs you can change your targeting and tactics to focus on what is most beneficial for your business. In Data Talks CDP, you can keep track of those important KPIs, not only on an aggregated level but also on the particular Profile level. On the Profile Overview page, you can get information about how a customer performs related to a set of KPIs. Those KPIs are tailored to your business needs and you are free to change and replace them anytime you like.

Profile Identities

With Data Talks CDP we are helping you to bring your data from different online and offline sources and we make sure to unify this data to build a complete view of your customers. Customers’ data can be gathered from various third-party systems, mobile devices (iOS and/or Android), desktop browsers, and many other sources. Your customers, most likely, have unique IDs in all those systems and we need to consolidate those IDs into one when we are sure that they are referring to the same person. In the Identities tab under the Profile Overview, we are simply presenting all those Identities that we have gathered from all the different systems and devices for each one of your customers.

Global Events

Data Talks CDP has three main data entities: Profiles, Events, and Inventory. Your customer is represented by a Profile on our platform. The transactions that a customer does with your business are represented by Events. Those events can contain one or more products, or other entities like stores, that are shared among Profiles and Events. Those make up the Inventory data. Often you might want to check details about your day-to-day business without looking at specific Profiles. For that reason, we have created a page that contains all events sorted by Date of creation without necessarily looking at a specific Profile. This is an easy way for you to validate that events you send to Data Talks CDP are being properly ingested.

SSO Login in the portal

Our end users can visit our Web Application to access dashboards with their data and act through them. Customers can now access our portal by using the Google Account of their organization.

User Management in Data Talks Web Application

Data Talks web application is the place where marketers, business analysts and data scientists interact with their organization’s data. We are offering a set of advanced analytic dashboards to get a detailed grasp of the data. End users are getting access by creating an account and today they have access by default to all the content of their organization account in the Data Talks web application.

However, there was a need to separate the dashboards by business area (Sales, Marketing, Finance), or other logical groups that only certain users can get access to.

We just launched a User Management console in which the Administrator user of our customer can invite other users within their organization, and define the permissions about the content this particular user will have access to.

SFTP Integration with Third-party systems

Data Talks is hosting an SFTP server to which customers have access and can upload data in files.

However, there are some cases that the customers cannot automate the process of generating and uploading files to our SFTP server. In this case, and we will fetch the data from the customer’s SFTP server.

We are developing an integration in which we can connect to an SFTP server and fetch the data that needs to be fetched on a scheduled basis.

Enhancing the CSV Ingestion process

One of the most popular methods of getting data from customers is through files. Customers create files that contain snapshots or incremental data. The most preferred format of those files is the CSV one. Today we have developed code that tries to guess the parameters of the CSV format of the file like encoding, delimiter, escaping characters etc.

Although this method has served us well so far, we found out that this process may not be enough to cover the diversity of the configuration settings of the file. Thus, we are currently developing a feature to drive the process of discovering the settings of the CSV file by using metadata.

Υοu will be able to define the name of the file that will send over to us, together with a set of parameters that will describe how the file is delimited, how special characters are escaped, and what is the encoding of the files.

Customer alerts

At Data Talks we believe in transparency and we are planning to develop a set of features to increase the transparency even further. One of those features we recently launched is the internal customer data processing alerts.

The purpose is to increase transparency about any potential issue that may affect the smooth customer experience. You as the customer do not need to act on the alerts, since our support team is on top of it and takes care of the issue.

Exploratory Data Analysis & Insights

As part of our product offering, we have the possibility to add a very important feature that will assist our customers’ decision-making process and answer important business questions. We call this feature Ad-hoc Analysis and a component of that feature is Exploratory Data Analysis & Insights.

Exploratory Data Analysis (EDA) is the process of analyzing and visualizing data to extract insights from it. Important characteristics of the data are revealed and the customer gets a better understanding of their data.

Exploratory Data Analysis & Insights is about:

• Increasing insight into a dataset

• Uncovering the underlying data structure

• Extracting important variables

• Detecting anomalies in data

• Testing assumptions

This is the process we are following:

1. Exploration of data. Looking for relationships between the data points. Exploring anomalies like duplicates, incorrect data types, missing data (nulls or empty strings) and any kind of suspicious observations. The results are communicated back to our customers to make sure that the data is correct and that no bugs are causing the outliers.

2. Analyzing using statistical models. Employing statistical models and algorithms to analyze your data and get full insights.

3. Data storytelling. Presenting the findings back to the customer in a way of data storytelling, as well as having discussions with customers to answer business questions or find new data points to look closer at.

Data Cataloging

Data Cataloging gives us deep knowledge about our customers’ data, not only in the Data Warehouse but in the Data Lake as well. Cataloging allows us to govern our Data Lake in a thorough manner and be on top of the data that exists in our Data Lake and where exactly that data is. What does this mean for you?

A Data Catalog can inform, and help prevent misuse of personal sensitive information, as well as provide documentation in case of an audit. In short, a Data Catalog provides a method to search and discover data in a way that is consistent with relevant regulations such as GDPR.

Data Profiling

Data Profiling is the process of examining the data available in our Data Warehouse and collecting statistics and informative summaries about the data.

The main benefits of Data Profiling are: 

1. Better data quality and credibility. Quality problems and anomalies in data are identified and communicated back to the customer.

2. Proactive crisis management. Profiled information enhances pro-activeness. Small mistakes in data can be stopped before they get bigger.

Below is a set of methods we use for our Data Profiling process:

1. Completeness Analysis. What is the ratio of empty, null and populated data in a field?

2. Uniqueness Analysis. How many unique values can be found in a given attribute across all records?

3. Range Analysis. What are the minimum, maximum, average and median values found for a given attribute?

Segmentation

With this feature, you can filter on specific Segments (tags) in Data Talks CDP and then target the audience you want to reach using your preferred marketing automation tool (Salesmanago, in most cases). You decide who you want to reach using our CDP and then apply tags on this audience, which automatically will be reflected in your marketing automation tool.

For example, an e-commerce business can segment their customers based on the category of products (cameras, mobile phones, laptops, etc) that are most purchased and on the brands customers prefer to buy. Then they can go into the marketing automation tool, filter on specific tags, and run highly targeted marketing campaigns.

Data Privacy & Compliance

To be fully GDPR compliant we started implementing a set of techniques to reach the goal of high Data Privacy in our Platform. The latest techniques implemented are: Natural Key (ID) masking and separating sensitive and non-sensitive data.

What is Natural Key Masking? Natural Key Masking is the process of assigning a Natural Key of a physical person (customer) to a totally random (surrogate key). We developed this technique to ensure that if we are asked to delete all sensitive data about a customer, we still have the customer in our data models with an artificial ID that cannot point us to the actual physical person.

Note: Natural ID:s can sometimes be email addresses and National ID numbers. In these cases, we need to also delete the ID, but we make sure to keep the non-sensitive data connected to this person such as purchases and website visits.

API Data to Platform

Another feature that we introduced together with API Blackboxing is API Data to Platform. This means that we’re able to take care of the data as soon as it arrives at our API gateway so we can add it to your data model. What does this mean for you? It means that we can process the data to fit the business and technical requirements you need.

API Blackboxing

Our API is now upgraded with a new cool feature. Blackboxing allows us to buffer all incoming data in case there is something not functioning on the receiving side. This means that data will never be lost on the way to the end destination and you will be able to track what was sent to our API and when we received it. What does this mean for you?

More reliability.

Sports Data Models

We have now created a Sports Data Model that caters to the needs of the sports industry. This gives you as a sports customer the ability to manage the entire customer journey and get a full 360° view of your fans in one place. What does this mean for you?

You can now elicit top-notch insights about fans’ engagement, loyalty to the club, ticket sales, revenue figures plus more – and act on them in time for the next game.