Unified Email Click and On-Site Behavior Tracking System
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Solution Overview
Problem
E-mail providers do not integrate e-mail click data with on-site user behavior data, limiting the ability to profile users based on their interests and activities on destination sites.
Innovation Solution
A computerized system that links e-mail opens and click-throughs to a user's online click stream by setting a domain tracking cookie and tracking on-site user behavior using programmable tracking code, a dedicated tracking subdomain, customizable tagging engine, template engine, and custom user-unique domain tracking cookie, allowing for personalized email and website content customization.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If e-mail click data and on-site behavior data are measured separately, then data collection is simple, but user profiling capability is limited
Solution Approach 1:
The patent combines e-mail click data tracking with on-site behavior tracking into a unified measurement system. The e-mail provider integrates with the destination site's analytics package to collect both e-mail opens/clicks and subsequent on-site user behavior through a single unified tracking mechanism, enabling comprehensive user profiling.
Solution Approach 2:
The patent introduces an intermediary integration layer between the e-mail provider and the destination site's analytics package. This intermediary component receives data from both sources, correlates them using unique identifiers, and produces unified user behavior profiles without requiring complete system redesign.
2Loss of information
If e-mail providers integrate with site analytics packages, then unified tracking is achieved, but system complexity increases
Solution Approach 1:
The patent creates a universal tracking framework that can operate across multiple e-mail providers and destination sites through standardized integration interfaces. The analytics package is designed to perform multiple functions: tracking e-mail opens, tracking on-site behavior, correlating data, and generating unified profiles, reducing the need for separate specialized systems.
3Measurement precision
If separate tracking systems are used, then implementation is straightforward, but user interest tracking is incomplete
Solution Approach 1:
The patent implements preliminary tracking by setting domain tracking cookies in e-mail messages before users visit destination sites. This preliminary action establishes unique identifiers that enable automatic correlation of on-site behavior with e-mail click data, ensuring complete user interest tracking from the moment of e-mail interaction.
Data Source
AI summary
The present invention is a computerized system to link a user's e-mail openings and click throughs on the user's e-mail address to the user's online click stream that tracks the user's interests and activity behavior data on the user's destination websites. The system includes a dedicated tracking sub domain, a programmable tracking code embeddable on the destination site, a domain tracking cookie, a tagging engine and a template engine. The invention also includes a method for using the computerized system that generates a domain tracking cookie that is tied to an e-mail address, tracks the user on a destination site using a programmable tracking code, tracks and updates the user's interests and activity behavior data using the tracking code and takes the data to customize e-mails and the website to the user's interests and activity.