New Delhi – A dynamic digital strategy is being implemented to enhance user engagement and campaign effectiveness across the Times platform. This initiative involves the integration of advanced analytics and marketing tools, including Google Tag Manager (gtag.js), Facebook Pixel, and Survicate, a customer feedback platform.
The core of this strategy is to tailor user experiences and track campaign performance based on user subscription status and geographical location. For users identified as ‘prime’ subscribers, specific engagement metrics will be tracked. The system defaults to ‘IN’ (India) for geolocation if specific country code facts is unavailable.
The implementation of Survicate is designed to gather user feedback,wiht it’s activation contingent on specific site settings and user permissions. The Survicate JavaScript snippet is dynamically loaded to ensure it only runs when and where intended, based on predefined conditions related to campaign activity and user segmentation.
The system also incorporates a fallback mechanism. If initial site settings do not permit the direct loading of these tools, a request is made to a centralized service (Jarvis) to fetch the latest site configuration. This ensures that the digital strategy remains adaptable and responsive to evolving campaign requirements and user data.
The `TimesApps.toiPlusEvents` function serves as the central orchestrator for these integrations. It checks for the availability of crucial site settings, such as whether google and Facebook campaigns are active. Based on these checks and the user’s subscription status, it selectively loads the necessary JavaScript libraries to manage analytics and feedback collection.
for users who are not prime subscribers, the system prioritizes loading Google and Facebook campaign tracking scripts if those campaigns are active. Additionally, Survicate is loaded based on configurations that specify which sections of the site are permitted to use the feedback tool.This granular control ensures that marketing efforts are targeted and that user feedback mechanisms are deployed strategically.
In cases where initial configuration data is not readily available, the system retrieves updated settings from a remote endpoint. This data-driven approach allows for real-time adjustments to campaign tracking and user feedback strategies, ensuring optimal performance and user experience across the Times digital ecosystem.
