trbo Insights – Samuel Scheurich’s Favorite Feature

The trbo product line is extensive and varied, which is why we’re particularly interested in learning which features our colleagues appreciate the most and why. In our previous favorite features series, we heard about audience-based personalization from Minea Hidic and the AI chatbot from Jihad Habiballah. Today, we are pleased to present another favorite feature, shared by Samuel Scheurich: Tracking.

Favorite Customer Requests: Which Ones Do You Enjoy Most?

It’s less about the content of an inquiry and more about a specific area that’s often not prioritized by our customers. No matter how good a campaign is, without collecting the right data through tracking, it’s impossible to evaluate the campaign and draw the right conclusions or recommendations. That’s why tracking is always a priority for me. It’s crucial to track the right elements of a campaign or test, such as with click tracking or extended funnel steps.

Top Trbo Features: Which Do You Prefer to Implement and Why?

I am a strong proponent of breaking down data silos and avoiding isolated data analysis. I like to highlight our “external tracking” feature to customers. This feature allows data collected with trbo to be combined with existing tracking events on the website. These events can be recorded with common tracking tools like Google Analytics and analyzed alongside data from external sources.

Feature Spotlight: Can You Provide an Example and Explain in Detail? 

When a customer sets up an A/B/n test with us, it’s beneficial to uniquely assign users to one of the test groups using custom dimensions (test pushes). This event must be triggered the first time the user is exposed to the test, for example, when they see newly placed content or click on a specific text link. Subsequently, different segment groups/audiences can be combined with the test push. The advantage of using tracking tools is that not only trbo data is available. A segment can also be merged with the custom dimension at a later date, providing clients with a variety of detailed analyses that can be used to derive accurate insights.

Optimal Timing: When is Implementation Most Effective in the User Journey?

Tracking a campaign or pushing tracking data to an external tracking tool is essential for almost every campaign, regardless of the timing in the user journey. Ideally, user touchpoints are tracked throughout the entire journey. This comprehensive data collection helps identify steps where the website can be optimized. For example, noticing a significantly higher bounce rate at a certain step in the checkout process compared to other steps can be insightful. In such cases, our funnel tracking can provide deeper insights.

What advice would you give an online retailer looking to implement this feature on their site?

When implementing tracking for various campaigns, we support our clients and help them with the setup. However, having a strong hypothesis about what the implementation aims to achieve is crucial for subsequent interpretation and analysis. This needs to be detailed in advance to define the KPIs and set up the associated tracking.

Industry Insights: Where is Tracking Most Valuable?

Regardless of the industry, tracking is always important. It’s not only worthwhile but absolutely necessary in my opinion.