This document provides an overview of integrations between the Frosmo platform Platform and other systems and services, such as analytics tools, marketing automation systems, and data management platforms (DMPs).
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The Frosmo platform Platform can communicate with your back-end system and basically any analytics tool, marketing automation system, or data management platform, depending on the configuration of that system. In the Frosmo context, the term "integration" normally refers to this communication between systems (as opposed to traditional, physical integrations).
The best way to implement an integration is through an application programming interface (API). the Frosmo platform Platform can use your APIs or create new custom APIs for integrations. The Frosmo platform Platform can also act as a master API for utilizing data from several sources.
The Frosmo platform Platform also supports other types of integrations not based on APIs. For example, the platform can read usage data from comma-separated value (CSV) files and create segments based on that data. However, this type of integration is often ineffective and less secure, so you should only consider it in case using an API is not possible.
- Add visitor email addresses to specific mailing lists based on segmentation.
- Use email notifications to provide shopping cart contents for interrupted shopping sessions ("abandoned carts").
- Retrieve information from and store information to external databases. For example, the Frosmo platform Platform can retrieve user data from your database and use the data to personalize website content, or send segmentation data to your database.
- Retrieve information from data feeds, such as product data feeds, or back-end systems, such as customer relationship management (CRM) systems. For example, Frosmo can retrieve information about new products or products currently on sale from your data feed, and generate corresponding product recommendations to your visitors.
- Analytics tools, such as Google Analytics
- Marketing automation systems, such as ad platforms and email services
- Data management platforms and databases
- Other data sources, such as third-party databases and data feeds
Figure: Frosmo platform Platform system integrations
Your Frosmo team can help you figure out how to create integrations between the Frosmo platform Platform and your systems, and implement the integrations for you.
You can track and improve all the above metrics with the Frosmo platformPlatform. You can also use a separate web analytics tool, but you should then integrate it with the Frosmo platformPlatform, since changes made to your site with Frosmo are not, by default, included in 3rd-party web analytics tracking. Integration ensures that you have a clear understanding of what is happening on your site.
Figure: Implementing a Google Analytics integration
The Frosmo platform Platform now tracks the selected events and sends the data to Google Analytics when an event occurs.
You have probably invested a lot in your marketing automation system. The Frosmo platform Platform can help you to make the most of your system by gathering and processing segmentation and visitor data for it. You can then use the data to target your marketing efforts to the appropriate audiences. You can set up integrations with, for example, ad platforms and email services.
Integrations between Frosmo platform Platform and online advertising platforms ("ad platforms" in short), such as Adform or Google Adwords, are mostly done for retargeting purposes. This means that visitor data gathered by the Frosmo platform Platform is used to serve targeted online advertising to visitors.
By using the Frosmo platformPlatform, you can work around some of the limitations of the ad platforms. For example, some ad services cannot read data from dynamic websites. When a visitor comes to your site and views specific product pages, such as phone accessories, you can use the Frosmo platform Platform to segment them based on their actions and include them in a relevant target group. The Frosmo platform Platform then converts this segmentation data into a third-party cookie, which conveys the data to the ad platform. However, Frosmo does not provide the actual content of the ad.
The Frosmo platform Platform can integrate with, for example, the following ad platforms:
There are several ways to implement email integrations in the Frosmo platformPlatform. They are mainly used so that the Frosmo platform Platform sends visitor data or product data from your website to an emailing service, which then automatically sends a retargeting email.
Many marketing automation systems depend on customer relationship management (CRM) systems that can't extract real-time data from a website. This means that they can send a retargeting message to a visitor that already bought the product. The Frosmo platform Platform can, for example, continuously save the information about a visitor's shopping cart contents and changes and exclude them from the retargeting segments if they complete a purchase.
By default, the Frosmo platform Platform doesn't store personally identifiable information, such as names or email addresses, but simply synchronizes the visitor's unique ID with the user IDs in your system.
Data management platforms (DMP) are used to combine and manage several types of data from multiple sources (such as your CRM, web analytics, and third parties) for multiple users. As with many other systems, extracting useful data from DMPs can be laborious and requires the use of multiple APIs. The Frosmo platform Platform can be used as a master API, an interface for all data calls between your DMP and your website. In this way, the Frosmo platform Platform helps you to quickly process the various data managed by your DMP, allowing you to make the most of your toolset.