Innovation Synthetic User
The Challenge: Limited User Data
In today’s digital landscape, marketers face a significant challenge when it comes to tracking website users and gathering valuable insights. Missing consent, use of adblockers, and other tracking preventions cause a lack of around 70% user-data – which means that only 30% of website visitors can be tracked.
With server-side tracking, it is possible to avoid data restrictions through ad blockers and other tracking preventions. What still remains, however, is the loss of data from all those users who have not given their consent. This is still a data loss of around 50%. This lack of visibility into user behaviour and preferences hampers their ability to personalise marketing campaigns, optimise customer experiences, and make data-driven decisions.
To address this challenge, marketers need an innovative solution that can navigate these hurdles and provide accurate and reliable user tracking while ensuring compliance with data protection regulations.
The Revolutionary Solution: JENTIS Synthetic Users
JENTIS has revolutionised the field of data analytics for marketers with its groundbreaking technology called Synthetic Users. Through the power of machine learning, JENTIS has achieved an unprecedented milestone by offering marketers access to 100% of website data.
Comprehensive Data Capture: Actively Consented and Statistical Data
Captured data from both types of users (with consent and without consent) is combined using a statistical imputation method. The missing data of website visitors without a consent signal is imputed, replacing the missing data points with the data of website visitors connected to a consent signal. As a result of this imputation, newly generated data represents synthetic users that replace the data of real website visitors without a consent signal.
Data Protection Compliance
To ensure compliance with data protection regulations, JENTIS prioritises actively consented data. This means that all data captured is obtained with the explicit consent of users, respecting their privacy preferences and upholding legal requirements.
The backbone behind the new approach is to use the data from users who consent to tracking (real user) along with reduced and limited data (particularly predictors) of users who give no consent to generate new equivalent synthetic users. The traffic from consenting users is measured as accurately as possible to provide a 100% qualitative basis for subsequent mathematical operations.
Data of website visitors with a consent signal and data of synthetic users can be tracked server-side in downstream processing. 100% of the data can be used in your current Marketing Stack and forwarded to Analytics Tools (e.g., Google Analytics, Adobe Analytics), as well as provided to advertising platforms (e.g., Google Ads, Meta/Facebook Advertising, TikTok).
With JENTIS Synthetic Users, marketers can overcome the limitations of traditional tracking methods, unlock valuable insights from 100% of website data, and ensure compliance with data protection regulations.
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.
More information
Case Study: Google Analytics 4 with 100% Server-side Tracking
Learn how hosting provider World4You captures the maximum data quality for Google Analytics 4 with the JENTIS DCP.
Stream data to familiar marketing tools
With just a few clicks, you add a third-party tool to your server-side tagging setup.
ID-Pooling - the new remarketing
Id-Pooling - the ability to activate data from visitors that were previously "lost."