New Delhi, India – The Times of India has implemented a new digital strategy aimed at enhancing user engagement and data collection across its platforms.The initiative, detailed in recently surfaced JavaScript code, focuses on integrating marketing and analytics tools, including Google Tag Manager (gtag.js), Facebook Pixel (fbevents.js), and Survicate, a customer feedback platform.
The core of this strategy involves dynamically loading these tools based on user subscription status and campaign activity. Specifically, the Times of India’s digital properties will activate Google and Facebook marketing campaigns only if their respective campaigns are deemed active. This conditional loading suggests a targeted approach to advertising and user acquisition.
Furthermore, the Survicate platform is being integrated to gather user feedback, with its deployment contingent on specific website sections being accessible to users. The code indicates that Survicate will be loaded for users who are not “prime” subscribers, and its functionality will be tailored based on whether the user is viewing a prime-user layout. this suggests a tiered approach to user experience and data collection, possibly differentiating between general audiences and premium subscribers.
The implementation details reveal a robust system for managing these integrations.A function named `loadGtagEvents` is responsible for initiating Google Tag Manager, while `loadFBEvents` handles the Facebook Pixel. The `loadSurvicateJs` function manages the Survicate integration, including setting visitor traits and listening for a “SurvicateReady” event to ensure proper initialization.
The system also includes a fallback mechanism. If initial configuration settings are not available, the system will fetch site settings from a specified URL on the “jarvis.indiatimes.com” domain. This dynamic fetching of configuration ensures that the marketing and feedback tools can be updated and adapted without requiring a full site redeployment. the retrieved settings then dictate the activation of Google, Facebook, and survicate functionalities, further customizing the user experience based on real-time data and subscription status.
This strategic move by The Times of India underscores a commitment to leveraging data analytics and targeted marketing to optimize its digital offerings and understand its user base more effectively. The granular control over the loading of these third-party scripts indicates a sophisticated approach to managing performance, privacy, and marketing effectiveness.