Analysis – Innovative methods for identifying and classifying users

Analyze, interpret and merge user data into user profiles

Better understand and address anonymous and known users

We develop holistic methods for personalization by means of sound analysis of user behaviour, data source, geo-location and other attributes. The user data is combined into profiles via identity graphs in accordance with the underlying consent management.

 Delivery & Business Value

  • Formulate data strategies
  • Analyse and evaluate existing data
  • Development of a uniform user profile
  • Identity Graph
  • Structure and operation of a data repository

Reporting & Analytics

How well do your websites, standalone apps and other applications perform? What does the data quality gained mean for the success of your brand and for the company? Smart Digital answers these questions in the REPORTING & ANALYTICS service area. From creating the data through automating the data links to visualizing different requirement levels. Correct reporting is of direct importance for the quality of the results of your digital marketing campaigns. We provide you with a holistic overview of the data flows – including full integration into your data governance processes.

Enterprise Tag Management

Enterprise data is an inexhaustible source of user-generated information and flows together in a never-ending stream as big data in their databases. Where does the data come from, how valuable is its content and where does it flow. In the ENTERPRISE TAG MANAGEMENT service module, Smart Digital bundles its consulting and services for all aspects of data preparation and user specification.

How successful are your digital touchpoints? What insights can be derived from user behaviour? How well is an app accepted? Did the re-design work?

The significant KPIs can be clearly recorded by means of an integrated reporting system. Our business intelligence experts will help you answer all your questions – from data collection and the initial technical setup of a reporting tool to the regular expansion, maintenance and updating of existing systems.

Which information must be calculated in which level of detail? What kind of data do I need? And: how can I visualize the data in such a way that it works for as many target groups as possible?

The truth about the success of websites lies in your reporting tools and Smart Digital helps you define business-relevant KPIs. For this purpose, we initialize automatic processes for data aggregation – visualized in form of simple Excel sheets through to complex, interactive and graphic representations.

Which system fits the requirements in the company? More importantly: How do you generate comprehensible reporting figures that are relevant at all management levels?

We have the knowledge and experience to aggregate and visualize data in order to make the success of your company visible. Smart Digital also helps you solve technical issues in every project phase and carries out tool selection together with you. Alternatively, we also remain and redesign existing systems

How can the high quality of the results be ensured with a large number of established data flows and interfaces? Have data models changed, are good sources from digital touchpoints already ebbing away or are there signs of fraud or system failures?

The extent of an anomaly must be measurable in numbers at all times. Smart Digital’s business intelligence and development operations specialists use dashboards, watchdog applications and alerts to help ensure data quality – in real-time.

Is the integration of external solutions in your digital channels unstructured, uncontrolled and without defined processes or conventions?

Caution: The data protection regulation GDPR forces you to document your procedures and the partners involved. Smart Digital offers to set up and operate on your behalf globally scalable solutions of tag governance processes – including coordination with experts in law, data protection, IT security as well as IT operations, media, website, etc.

Does your company lack the resources, processes or know-how for optimized integration of external solutions into your website – let alone holistic tag integration?

Smart Digital maintains a global view of tag management processes and their respective integration. The result is pragmatic coordination and documentation, so that in the future any project participants can trigger the integration of tags according to clearly defined criteria and in the shortest possible time – e.g. via ticketing tools, central mailboxes, etc.

What happens to the user data leaving your website? How can transparency be created regarding the relationship between already integrated solutions and consumed data?

Smart Digital uses a centralized opt-in solution for cookies and configures its tag management solution accordingly so that each user’s decision is consistently implemented. Together with you, we will define regular auditing processes that ensure that the corresponding tag integrations have been optimally carried out.

Conversion push in email Newsletter​

Improving conversion rates of Email campaigns by using the onsite behaviour of registered and non registered users to individualize the user experience in Email campaigns. This information is used in addition to already existing CRM-data.

User-centered Media buying​

To gather a complete profile of any user media data (“offsite” data) are highly relevant. So far this data is bought for media activities and only partially used for onsite targeting. On the other hand, onsite predictive models are very rarely used to increase media efficiency.

1:1 Personalization with AI

Companies want to address each user individually with the respective wishes and affinities. However, the variety of offers and contents are barely noticed by the user.

Find out more about our services.

Contact us

We serve customers in 30+ countries worldwide.

Gerlingen/Stuttgart or Berlin

Consultant Web Analytics (m/f/d)


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