Data Services
Our Data Services comprise a number of systems and application hosted in AWS cloud within the region required by our clients.
FunnelConnect is one of the main applications and combines a number of real-time capabilities via API and transparent proxy:
Identity Resolution - profile creation, profile merging, ID stitching, profile switching,
Data Collection - e.g. server-side analytics tracking via JSON and other data payload,
Data Enrichment - fetching data from internal and external sources via API,
Data Transformation - e.g. JSON to key-value-pair list, etc.),
Data Activation - various data outputs including API and database connectors, data streaming, and file transfer.
All of these real-time operations happen within milliseconds (less then 50msec for internal operations, excluding external API calls).
Synchronous calls to external APIs are managed with configurable timeouts to prevent the overall process flow being blocked or taking too long.
FunnelConnect comes with extensive pipeline configuration options (over hundred configuration items) for services and operations, including:
User profile creation for anonymous visitors and authenticated customers, with Unified Marketing Identifier (UMID) and setting of a first party cookie. The cookie uses HTTPOnly, Secure, and optionally path restricted access.
Handling of any customer and user identifier for ID stitching / resolution, including real-time profile merge, and context switch.
Capturing of any device and matching identifiers as part of the ID profile from user / person level to household or company level, for example for data activation in paid media. This includes Utiq’s mobile and fixed martechpasses.
Analytics data capture from any data layer or local storage for server-side tracking. The FunnelConnect service creates extensive analytics events in JSON format, which can be passed on as raw, filtered, and aggregated data stream, via trigger based API call, and via file transfer.
Data enrichment using IP address and user-agent derived attributes (IP2Location DB23 and Udger).
Data inlining retrieving internal profile data as well as data from any external data retrieval API, for example an AI powered recommendation application or profile API. After retrieving all data, it gets assembled into a list of key-value-pairs, which is returned in the attributes, and can also be sent on to external API(s). This data is also stored in local storage on the browser and made available via JavaScript API, for example for real-time personalisation use cases.
Server-side consent and permissions management, providing extensive configuration capabilities to capture consent and legitimate interest based permissions for all your data capture, storage and processing purposes.
See specific functional sections.