Frequently asked questions
In the case of synthetic users, do we still need a cookie consent banner?
Yes, absolutely – Consent optimization remains necessary. Because we need people who give consent to have predictors for all those users who do not give consent. With a 0% consent rate, you don’t get any predictors and you can’t do any sampling.
What is the necessary consent rate for the synthetic users to have sufficient quality?
We don’t know exactly at the moment. Our lowest example was 27%, which has already worked great, we are currently trying to find the bottom limit.
How can the parameters necessary for segmentation be collected from users without necessary consent, without setting an identifier in the client that requires consent?
The entire legal basis can be seen in the memorandum. The memorandum refers to “strictly necessary”. I.e., it is necessary for you to generate synthetic users and for this we collect these few parameters in the non-consent area also with a user recognition in the session area, however, the data is processed in the name of the customer, i.e. the data remains first-party data.
Isn't storing processing platform ID without consent a breach?
No, because collecting the data is allowed by the memorandum to generate synthetic users.
What does this mean for the daily business of colleagues in marketing? What impact do you expect on sales?
We expect a significant impact on sales, as users are activated who were not activated before and the data quality is massively improved. On the other hand, all marketing today is based on third party cookies with only 15-20% of activatable users. With JENTIS, we see a data improvement of about 60% in the A/B tests during onboarding. You are also welcome to view the case study of JENTIS and Pixum here.
Is the use of the pilot tied to the use of certain tools (GA4, Google Tag Manager, etc.)?
We can provide the use of Synthetic Users only if JENTIS is installed. Otherwise, there are four classes of slots for the pilots. One is exclusively data quality testing, there are no additional tools here. The other three slots are performance marketing, social media marketing, affiliate marketing – here, of course, the A/B test must run in an appropriate tool, for example.
What about connectivity to common DSPs? Beyond Google, Facebook, LinkedIn etc.?
This is an advantage of the core technology of JENTIS. We now have over 125 connectors and we can create new connectors relatively quickly because we use twin-server technology, i.e. when passing data to third-party tools, we do not use individual APIs but the same technology that is used on the browser for tracking, just on the server.
Are the synthetic users and their events modeled or are non-consent events of synthetic user data also sent? Is a non-consent session overwritten with synthetic data?
We do not capture the data but the predictors. If the predictors include “number of page views in a session”, for example, then the session and the page views would also be recorded. The moment the non-consent user is assigned to a segment, the data is eliminated again. After assignment to the segment, the user object is empty. So nothing is overwritten, because nothing was measured, but refilled and calculated.