Build known profiles through a simple lead capture modal powered by Pathfora
Level of effort
Create custom on-site experiences for effectively capturing emails of anonymous visitors
Paragraph: As third-party cookies decline, connecting consumer behavior across channels is becoming more and more challenging, complicating efforts to deliver effective personalization and target campaigns accurately. Capturing a strong identifier has quickly become one of the most crucial goals of an effective marketing strategy.
To deliver relevant content based on engagement and maximize marketing budgets by reaching the right users, businesses must capture identifiers, such as email addresses, that can connect behaviors across channels and build complete profiles.
How can Data & Insights (Lytics) help
Programmatically review and identify current web visitors
Data & Insights (Lytics) lets you programmatically review and identify current web visitors. With access to a visitor’s comprehensive profile, you can deliver lead capture forms to a user based on the segments they do or do not belong to.
Pre-built and custom segments for creating hyper-focused campaigns
Data & Insights (Lytics) offers segments, including anonymous users, that are available out-of-the-box to support everyday use cases, enabling you to hit the ground running. You can also create custom audiences tailored to your exact needs using our audience wizard.
Flexible, built-in personalization SDK for on-site experience delivery
Data & Insights (Lytics) has created a robust personalization functionality via our Pathfora SDK into the Real-time Events Tag. This powerful client-side feature allows web developers to create unique experiences with minimal lift.
No data mapping required for common form fields
Because the Pathfora SDK functionality was developed alongside the Real-time Events Tag, collecting data from typical fields — such as email, name, phone, company, etc. — included in your lead capture forms is entirely turnkey.
Prerequisites
To activate this use case, you will need to have:
Access to an active Data & Insights (Lytics) account
The Real-Time Events (Javascript) Tag installed on your site
The ability to add Javascript to your CMS or via tag manager
Entry-level knowledge of Javscript (Don’t worry; it’s mostly “copy and paste”)
Let’s get started
Plan the messaging and incentive for your lead capture form. For best results, we recommend leveraging an offer or incentive that will resonate with your customers to entice them to “sign up” and identify themselves. In return, you’ll gain more information about this visitor, strengthen their customer profile, and unlock the ability to connect in channels outside the web.
Make the necessary user profile data accessible. As an admin user of Data & Insights (Lytics), you can enable or disable any attributes or segments from being surfaced to the web via our SDK. In this example, we are using a Data & Insights (Lytics) created audience that is already enabled by default:
anonymous_profiles: This pre-built audience represents visitors without an email address present on the profile
Configure your web experience: To execute this use case, we will launch a simple email capture form at the bottom left of your site. The lead capture will use a generic “dark” theme and boilerplate messaging. Below is a JavaScript snippet that you can customize to suit your needs.
jstag.on('pathfora.publish.done', function(topic, event) {
var module = new pathfora.Form({
id: 'lead-capture-form',
layout: 'slideout',
theme: 'dark',
headline: 'Sign up!',
msg: 'Submit this form to get updates',
formElements: [
{
"type": "email",
"required": true,
"label": "Email",
"name": "email"
}
]
});
var modules = {
target: [{
segment: "anonymous_profiles",
widgets: [module]
}]
};
pathfora.initializeWidgets(modules);
});
Build a report to track your campaign’s impact. Data & Insights (Lytics) stores profile-level engagement for all Pathfora experiences. Because this data is surfaced on the profile, you can create a report to visualize the impact of your campaign.
Activate the experience and start collecting leads. Once you have configured and tested your Experience, activation is as simple as publishing the JavaScript code to your site. This may be done via a tag manager like Google Tag Manager or by publishing directly to your CMS.