CASE STUDY

Privacy-First Email E-Commerce Data Tracking

Client :

GfK GmbH

Client & Project Background Information

By mid-2015, e-commerce and mobile commerce already had significant effects on consumer behavior. Traditional methods of consumer panel tracking relied on users scanning items purchased from brick-and-mortar stores. However, the shift toward online shopping disrupted these processes, as purchases often arrived days later, causing users to forget to report them - or not to accurately remember critical reporting data (e.g. purchase price). GfK SE, one of the world's leading market research organizations, faced declining data accuracy and reporting rates as a result. To address this, we developed a cutting-edge solution within the realm of passive data measurement, enabling panelists to track their online purchases seamlessly while prioritizing data privacy. This innovative system allowed users to extract and report purchase details from their email inboxes without compromising their privacy.

"The team demonstrated an exceptional ability to understand our needs and translate them into a cutting-edge solution tailored to the challenges of N3XT Generation Manufacturing. Their collaborative approach made them an invaluable partner in delivering this transformative tool."

Justus Gentner

COO, ConsumerPanel Germany GfK GmbH

The Challenge

Developing this solution required overcoming several key challenges:

  1. Data Privacy Concerns: Users are highly sensitive about granting access to their email inboxes. Ensuring privacy and maintaining trust were paramount.
  2. Automation with User Control: The solution needed to automate purchase data extraction while allowing users to control and review what was shared.
  3. Usability and Adoption: Creating a user-friendly experience to encourage adoption by panelists while minimizing manual input.
  4. Scalability: Designing a scalable solution capable of handling data across various email providers and formats.
  5. Competitive Edge: Delivering a breakthrough technology that positioned GfK ahead of competitors in passive data measurement.

Our Contribution

We delivered a privacy-first solution from concept to implementation, revolutionizing how e-commerce data is tracked and reported. Key contributions included:

  • Privacy-First Design:
    • Developed a local email client that replicated email functionality on the user’s device without granting external access.
    • Emails were fetched and processed locally on the device, ensuring sensitive data never left the user’s control.
    • Users retained full authority to review and approve extracted purchase data before sharing it with GfK.
  • Advanced Automation:
    • Implemented metadata filters to identify relevant purchase emails automatically.
    • Extracted product information, including retailer, item details, price, and purchase date, with minimal user input.
  • User-Friendly Features:
    • Enabled users to permit automatic reporting for specific retailers, streamlining the process for future purchases.
    • Integrated comfort functionalities, such as real-time reporting and configurable preferences, to enhance usability.
  • Patent-Worthy Innovation:
    • GfK filed a patent for this groundbreaking technology, naming us as the inventors, underscoring the uniqueness and value of the solution.

Challenges and Solutions

  1. Data Privacy Sensitivity:
    • Built a privacy-first system with local processing, ensuring user data remained secure and under their control.
    • Complied with stringent privacy regulations, instilling trust among users.
  2. Seamless Automation:
    • Designed sophisticated algorithms to match metadata and extract relevant purchase information automatically, reducing user effort.
  3. User-Centric Design:
    • Conducted iterative testing and feedback loops to ensure the solution was intuitive and user-friendly, driving high adoption rates.
  4. Scalability Across Platforms:
    • Engineered a system compatible with multiple email providers and scalable for diverse panelist needs.

Achievements

The email e-commerce tracking system achieved remarkable success and delivered significant benefits to GfK:

  • Breakthrough Innovation: The patent application and industry recognition highlighted the solution’s uniqueness and value.
  • Increased Panelist Participation: The user-friendly design and automated processes encouraged higher reporting rates and engagement.
  • Competitive Edge: GfK gained a significant advantage over competitors, unlocking new domains of passive data tracking.
  • Enhanced Data Accuracy: Automated data extraction ensured timely and accurate reporting, improving the quality of consumer insights.
  • Scalability and Flexibility: The solution’s design allowed GfK to scale its operations and adapt to evolving consumer behavior trends.

Conclusion

This project exemplifies our expertise in developing innovative, user-centric, and privacy-first solutions that address complex industry challenges. By creating a groundbreaking email e-commerce tracking system, we enabled GfK to revolutionize passive data measurement, enhancing its competitive position and delivering unparalleled value to its clients. This success story underscores our commitment to innovation, quality, and customer satisfaction in transforming market research methodologies.

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