This document provides a technical overview of the architecture and main features of the Frosmo platform.
Frosmo platform at a glance
The Frosmo platform is a web UI development solution for improving website functionality and personalizing online user experience.
The Frosmo platform provides a fast and easy way to:
- Customize and extend the content and functionality of a website, including adding completely new features
- Segment visitors based on multiple criteria, such as where they are located or which pages they have visited
- Display personalized content based on segmentation
- Track conversions and conversion attribution
- Measure visitor behavior and content use from multiple angles, such as how many times content is viewed or clicked
The following figure introduces the basic architecture and information flows of the Frosmo platform.
Figure: Frosmo platform architecture and information flows at a glance
In a nutshell:
The Frosmo platform is hosted on servers in Central Europe. However, Frosmo can also set up dedicated instances in specific market areas.
Frosmo platform architecture
The following figure shows the main components and subcomponents of the Frosmo platform architecture and the information flows between them.
Figure: Frosmo platform architecture and information flows in detail
- The Frosmo custom script contains the configurations for customer-specific modifications to the website. The script also contains the segmentation rules and all other custom code for the site. The script runs on top of the Frosmo Core library and is unique to each site.
Frosmo data layer
- Custom actions
For more information about the data layer, see Frosmo data layer.
The Message API retrieves content to be displayed to visitors from the Frosmo back end. The Message API uses segmentation data and previous usage data to dynamically select suitable content for the visitor.
The Message API also tracks what content is shown to whom and how many times.
Custom APIs are typically used to:
- Return specialized data to the browser, such as data stored in a customer's back-end system or data read from a feed.
- Send data to another service, such as email addresses to a mailing list for marketing automation purposes.
The Graniitti API is currently only used by the Control Panel. However, in the future, the API will be made public. Customers can then use the API to, for example:
- Provide data to custom dashboards and management UIs.
- Provide an outside access point to usage data that is collected and stored by the Frosmo platform.
Frosmo Control Panel
The Control Panel is the Frosmo UI for website management and data analysis. Each customer has access to a dedicated Control Panel for their site(s).
The Control Panel provides the following core features:
- Create and manage modifications.
- Define visitor segmentation.
- Manage audience activation campaigns for ad serving.
- View analytics data for conversions, modifications, segmentation, and other components. Daily summary reports are updated at night as they require more time to process. Other data is usually available within a few minutes.
The Control Panel uses the Graniitti API to access the Frosmo back end.
The Frosmo platform can use the data stored in the browser's local storage and cookies, such as segmentation data, to determine which modifications to show to the visitor. Modifications can also use data stored in the Frosmo back end.
Here are some examples of common modifications:
- Add new content, such as personalized product recommendations or content generated from data feeds.
- Modify existing content, such as images or links.
- Remove unnecessary content, such as distracting elements, site navigation elements in shopping carts, or surplus elements in mobile-optimized layouts.
- Modify the layout and styling of a web page.
Modifications are grouped into the following types:
- Automatic modifications generate content automatically from a data feed or an API, or from existing content managed elsewhere on the website. The generated content is first stored in the Frosmo back end and then retrieved from there for display.
- Basic modifications are used for content that is retrieved from the Frosmo back end and displayed only after the browser has rendered the web page.
- Cached modifications are used for static content that must be inserted into the web page code before the page is rendered in the browser. (Like with all modifications, the content is maintained in the Frosmo back end, but unlike with the other modification types, the content is inserted in full in the Frosmo custom script for quick access.)
- Recommendations generate content based on the visitor's previous behavior on the website.
Frosmo platform administrators manage modifications in the Control Panel.
The data can be categorized into:
- Product data
- Segmentation data
- Visitor data
The Frosmo platform collects product data from predefined product pages. Product data can include several attributes, such as:
- Product name
- Product category
- Product image URL
- Regular price
- Discount price
- Campaign name
The Frosmo platform can track product views and purchases separately for each visitor.
The preferred method for implementing product tracking is to use the Frosmo data layer.
Segmentation is the process of assigning visitors to predefined groups called segments based on their behavior on a website. A visitor can belong to multiple segments at the same time, and the segments they belong to can change over time as they browse and interact with the site. The segmentation data for a visitor is a list of segments to which the visitor currently belongs.
Here are examples of common segments:
- New/returning visitors
- Visitors who have viewed a specific page
- Visitor's geolocation
The Frosmo platform can also use custom segmentation rules if needed, such as segmentation based on information passed through the Frosmo data layer.
By default, the Frosmo platform collects only anonymous information about visitors and their behavior on a website. The platform does not collect personal or otherwise sensitive information, such as visitor names or credit card numbers.
The Frosmo platform tracks visitor behavior by collecting data about a visitor's actions on the website. Tracked actions can include, for example:
- Modifications or other content the visitor sees or clicks
- Number of visits to the website
- Time spent on the website or on a specific page
In addition to collecting anonymous information, the Frosmo platform can collect additional information about visitors from login and registration pages, including personal information, such as email addresses and phone numbers. However, this type of data collection can only be done with the consent of all involved parties, since collecting personal information may require changes to the customer's data protection statement. If implemented, the Frosmo platform will collect the information for the sole purpose of passing it on to the customer's system. The information will not be stored in the Frosmo back end.
Locally stored data
The following visitor-specific data is stored in local storage:
- User ID
- Segmentation data
- Custom data, if defined
The following data is stored in 1st-party cookies:
- Frosmo keywords: Target group data for ad campaigns (set only if target groups are used)
- Frosmo preview tool: Used by the modification preview tool (set only for preview tool users)
- Frosmo quick context: Data needed for cached modifications (visitor-specific user ID and segmentation data; set only if cached modifications are used for the website)
- Frosmo UID: Used to retrieve visitor-related data from the Frosmo back end (set only for Apple devices)
The following data is stored in 3rd-party cookies:
- Globally unique browser ID: Used to identify the browser across different domains and websites
Integration with systems and services
The Frosmo platform can integrate with customers' back-end systems and other online services, such as analytics platforms and email marketing services.
Integrations are typically used for synchronizing segmentation data between the Frosmo platform and a customer's back-end system, or for using the collected usage data outside the customer website. Integrations also allow the Frosmo platform to input data about displayed or clicked content directly into a web analytics tool, such as Google Analytics.
Here are some examples of common integrations:
- 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, retrieve user data from a customer's database and use the data to personalize website content, or send segmentation data to a customer's database.
- Retrieve information from data feeds, such as product data feeds, or back-end systems, such as customer relationship management (CRM) systems. For example, retrieve information about new products or products currently on sale from a data feed, and generate corresponding product recommendations to visitors.
The Frosmo platform can also use segmentation data to identify target audiences for online advertising campaigns. The platform can integrate with the following ad servers:
- Google AdWords
Frosmo platform security
The Frosmo platform can limit customer access to the Control Panel by IP address. This restricts access to the customer's dedicated Control Panel to Frosmo premises and to the IP addresses specified by the customer.
For more information, see 2017-08-31_14-19-55_Frosmo security overview.
|Google Chrome||Latest version|
|Internet Explorer (IE)||9 or newer|
|Microsoft Edge||Latest version|
|Safari||8 or newer|
Table: Browsers officially supported by the Frosmo Control Panel
|Google Chrome||Latest version|
|Internet Explorer (IE)||11 or newer|
|Microsoft Edge||Latest version|
Ad-blockers and content filtering software
The Frosmo platform is not on any known basic ad-blocking lists.
Some privacy lists and software block the Frosmo platform, for example, EasyList, F-Secure Freedome VPN (when tracking protection is enabled), and Ghostery (when the "Beacon" category is selected).
The Frosmo platform interprets an incognito browsing session as a new visitor. This means that no segmentation data or other data previously stored in the browser is available for the session. Each new incognito session is counted as a new visitor.