Virtual Tracking Cookies for Cross-Platform B2B Journey Attribution
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Solution Overview
Problem
B2B salespeople face challenges in obtaining reliable information about buyer-side businesses' activities and interests due to anonymous website visits and lack of digital footprints, limiting their understanding of the purchasing journey.
Innovation Solution
Deploying virtual-tracking technology across customer-facing platforms to monitor interactions, generate cookies linked to buyer-side businesses, and trace customer journeys by attributing touchpoints to account-level data, enabling the aggregation and monitoring of touchpoints across multiple platforms.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If buyers visit the seller's website or events anonymously without leaving digital footprints, then buyer privacy is protected, but the seller cannot obtain reliable information about buyer activities and interests
Solution Approach 1:
The patent uses cookies as intermediary elements that are placed on buyer devices to track and identify buyers across different platforms. These cookies serve as mediators between the buyer's anonymous browsing behavior and the seller's need for reliable information, enabling continuous tracking without direct identification of the buyer.
Solution Approach 2:
The system creates digital copies of buyer interaction data through cookies that replicate buyer behavior patterns across multiple platforms. By copying and storing this interaction data, the system can analyze buyer activities and interests without requiring the buyer to directly provide personal information.
2Quantity of substance
If multiple customer-facing platforms are used to monitor buyer interactions, then comprehensive buyer activity data is collected, but the complexity of integrating and matching data across platforms increases
Solution Approach 1:
The patent merges data from multiple customer-facing platforms by using common cookies as the unifying element. The system combines touchpoint data, engagement data, and interaction data from different platforms into a unified buyer profile, reducing the complexity of data integration through a common identification mechanism.
Solution Approach 2:
The cookie mechanism serves multiple functions across different platforms simultaneously - it identifies buyers, tracks their activities, stores their preferences, and enables cross-platform data matching. This universal approach simplifies the overall system architecture by using a single mechanism for multiple purposes.
3Measurement precision
If virtual-tracking technology is deployed across multiple platforms to trace customer journeys, then buyer interest insights are improved, but the technical complexity of the tracking system increases
Solution Approach 1:
The system performs preliminary actions by placing cookies on buyer devices before actual tracking begins. This pre-establishment of identification markers enables seamless tracking across platforms without requiring complex real-time identification logic, simplifying the overall tracking system architecture.
Solution Approach 2:
The cookie-based tracking system is self-service in nature, automatically capturing and storing buyer interaction data without requiring manual intervention or complex processing. The cookies themselves carry the identification and tracking information, eliminating the need for additional verification mechanisms.
Data Source
AI summary
The disclosed method may include (1) deploying a virtual-tracking technology across a plurality of customer-facing platforms, (2) detecting, via one customer-facing platform, a first touchpoint between a browser of a contact related to a buyer-side business and a seller-side business, (3) generating, by way of the virtual-tracking technology, a cookie that is linked to the buyer-side business, (4) dropping the cookie into the browser of the contact during the first touchpoint, (5) detecting, via another customer-facing platform, a second touchpoint between the browser of the contact and the seller-side business based at least in part on the cookie, and then (6) tracing a customer journey that (A) represents the interactions between the buyer-side business and the seller-side business via the contact and (B) accounts for the first touchpoint and the second touchpoint. Various other systems, methods, and computer-readable media are also disclosed.