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Customer Data Infrastructure & Insights

Haensel AMS > Customer Data Infrastructure & Insights

Customer Data Infrastructure & Insights

Fully tailored ecommerce Customer Data Infrastructure & Insights

We setup a complete ecommerce Customer Data Infrastructure & Insights (CDI2) on your cloud infrastructure, i.e. AWS, GCP or Azure. We never collect data for our clients on our infrastructure – our technology is implemented and tailored on your infrastructure and hence you are always in full control and in full data ownership.

When you partner with us, you can look forward to:

  • a CDI2 that’s unchallenged & internal
  • ground truth system
  • 360º view on customers
  • BI queries answered in no time
  • constant full data access
  • support to bring insights into actions

Your CDI2 means:

(1) Combining all data sources.

(2) Obtaining full data ownership and control.

(3) Understanding individual customers’ interactions.

(4) Bringing data into insights and actions.


For information – please contact us!

Event Data Tracking

Event data tracking is the foundation of our data system. We collect all interesting and custom defined user events, this forms the raw data basis. The tracking system supports client- as well as server-side events.

Event Data Tracking

API Connections

With the CDI2 we link API connections to all 3rd party platforms to automatically download the respective performance data at the granularity level of your choice.

API Connections

ETL Data Processing

The ETL traffic parsing sits at the heart of the CDI2. Here we build the individual user session objects, for all users converting and non-converting. Traffic dimensions are parsed and aligned, session cpc costs are derived in combination with the API platform data. We also connect events, product views and other engagement metrics with the sessions.

Data Post Processing


User-matching and Customer Journey (CJ) building is a fundamental module in the analytics pipeline. With ITP and other tracking prevention software it becomes harder to recognise individual anonymous users when they return to the site. Our user-matching algorithm is fundamental for combining individual user sessions to real customer journeys.

User Matching


With the customer journeys, we can train our IHC attribution model on the data. The trained IHC model is then applied to evaluate the individual session within the customer journeys. Usually we work with multiple conversion types, such as registration, first customer order, return customer order, etc.
Since the attribution results are on session level, where we parsed all traffic dimensions, the performance reporting can be easily made at any aggregation level in no time.


Data Post-processing

The last step in the CDI2 processing pipeline is the post-processing. Here we usually upload attribution results via the API to platforms like Google Ads or Facebook. We are also loading aggregated data into dashboard and reporting systems.

ETL processing

CDI2 Elements

  • Event Data Tracking (client-side, server-side, own tracking domain)
  • ETL pipeline for parsing all data
  • User-matching algorithm
  • IHC attribution module
  • Integration of you CRM and backend
  • API connections to various 3rd party platforms
  • Database setup for different reporting aggregation levels, which can be easily connected to various internal reporting or dashboard systems
  • PowerBI based dashboard with multiple views, which can be further tailored according to your needs

Are you ready to take your data to the next level with our  Attribution & Customer Journey Solution?

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