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Welcome to the Squeezely Public Knowledgebase. Here is where you will find everything you need to know about using the Squeezely Platform.


Squeezely Platform Guide

Before we get you underway with the setup here is some general info on how a Data Management Platform (or DMP, for short) works.

There are a couple of core DMP concepts you should be familiar with

Audiences

Use Audience Builder to segment your customers into audiences and target them across different campaigns.

Audience Types

Within Squeezely Audience Builder you are able to create three types of audiences.

Website Audiences 
Event Based audiences enable you to select only the data points that have been collected by Squeezely Tracking Software within your website. This method achieves high match rates on your connected marketing platforms as it does not require a users email address to perform the matching. Instead this method relies on cookie- or pixel based matching technology offered by the marketing platforms you are exporting the audience to. 
Profile Audiences
CRM Based Audiences will create a list of email addresses that you can import to the marketing platform of your choice. This method means you are not restricted to data points gathered on your website and all available profile data can be used to create an audience.  When exporting a CRM based audience to an external platform matchrates can vary based upon the accuracy of the external platform you have selected.
  • Lookalike Audiences
    Lookalike Audiences make use of external data to find people similar to your existing website visitors or clients. To create a Lookalike Audience, first you need to create either a CRM- or Event Based audience. After creating, you select the audience you want to use as the base to create a Lookalike Audience. You then select on which channel you want to use your lookalike audience and your audience will be created on the platform you have selected. At this time lookalikes are only compatible for Facebook and Google.
  • Product Sets

    Product Sets are selections from your Product Catalog, based on user behaviour or product criteria. Use product sets to create a personalized interactions for your customers.

    Analytics

    This is where you will find information about the data you are collecting and analyze results to plan your next actions.

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    Profiles

    The Squeezely DMP revolves around building rich user profiles. For all people that visit your websites or store locations a unique Squeezely Profile is created in the event they leave behind data. These profiles can contain any data ranging from behavioral data on your website, purchases made in one of your stores (both online and offline), scores from your data science department or important CRM characteristics.

    When setting up Squeezely Tracking, there are a couple different ways you can add data to a profile:

    • Squeezely Tracking Software
      Using the Squeezely Tracking Software in your website you will be able to create a cookie based profile, for each visitor of your website. The Squeezely Software will identify returning visitors to your site using these Squeezely Cookies and store any newly generated information into their unique profile.

    • Imported CRM Data
      Do you have existing data on customers? This can be imported into the Squeezely Platform. For each email address found in your CRM data, a Squeezely Profile will be created that contains your uploaded CRM Data. If a profile already exists containing an uploaded email address, the uploaded CRM data will be added to the existing profile. Find more information about importing CRM data here.

    • Data from your Store or Callcenter
      Similar to the import of CRM data, you are able to import data from offline sources like your Stores or Callcentres. Again Squeezely uses the email address of the customer to store this data into the correct profile. If no profile exists, a new one will be created. 

    • Data from URL's
      URL's are another important source to gather information into the profiles. Not only does Squeezely store all the URL's that users visit on your website, Squeezely also look for the extended URL Tags to collect information. These tags can be added after a URL using a questionmark, for example www.yourwebsite.com?Sqzl_Campaign=summer&Email=user@website.com.

      In this example Squeezely would collect data on the URL visited and from the URL tag we can identify the campaign 'summer' that is responsible for the users' visit. Lastly you will notice that the users' email has been added to the URL as well. Adding the users email address to your URL is a great way to build up this information into your Squeezely profiles. This will help connect data points across different data sources mentioned above, ensuring more accurate user profiles in your DMP.

    Audiences

    Use Audience Builder to segment your customers into audiences and target them across different campaigns.

    Audience Types

    Within Squeezely Audience Builder you are able to create three types of audiences.

    • Website Audiences 
      Event Based audiences enable you to select only the data points that have been collected by Squeezely Tracking Software within your website. This method achieves high match rates on your connected marketing platforms as it does not require a users email address to perform the matching. Instead this method relies on cookie- or pixel based matching technology offered by the marketing platforms you are exporting the audience to. 

    • Profile Audiences
      CRM Based Audiences will create a list of email addresses that you can import to the marketing platform of your choice. This method means you are not restricted to data points gathered on your website and all available profile data can be used to create an audience.  When exporting a CRM based audience to an external platform matchrates can vary based upon the accuracy of the external platform you have selected.

    • Lookalike Audiences
      Lookalike Audiences make use of external data to find people similar to your existing website visitors or clients. To create a Lookalike Audience, first you need to create either a CRM- or Event Based audience. After creating, you select the audience you want to use as the base to create a Lookalike Audience. You then select on which channel you want to use your lookalike audience and your audience will be created on the platform you have selected. At this time lookalikes are only compatible for Facebook and Google.

    Product Sets

    Product Sets are selections from your Product Catalog, based on user behaviour or product criteria. Use product sets to create a personalized interactions for your customers.

    Journeys

    Journeys use Profiles, Audiences and Product Sets to create 1-to-1 personalized communication flows.

    Analytics

    This is where you will find information about the data you are collecting and analyze results to plan your next actions.


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