Implementing Dynamic Targeting.

How it works

To start the process on your site, a script tag, which Kefta will provide, must be added to the page or pages in question. The script tag uses HTML code fragments that include JavaScript code. This tag must be inserted into a specific place on pages where you want the Kefta engine to track. We call these probes.

The communications between the Kefta probes and the Kefta engines are done directly by the end-user's browser, in parallel with their browsing session. In production, there is no need to install any software on your servers or open any special firewall rules to access the Kefta servers. Development and testing will usually require some level of access to your test servers, however.

As a means to ensure client success, Kefta assigns dedicated engineering, marketing, and project management to each project. During the marketing planning phase, the teams discuss your key objectives, current metrics, and decision-making metrics. From there, the Kefta team provides advice regarding design of experiment options (DOE) and deployment options to the technical and marketing representatives. Issues, such as pages and processes to target, segmentation rules and triggers, and how many variables or placeholders on a page to alter, are addressed.

From a client's perspective, the typical deployment dependency for a technical team consists of inserting "probes", which Kefta provides. These probes are simple snippets of JavaScript that must be placed on each portion of a page that Kefta will target. These are the "glue" between your site and Kefta. As well, most campaigns require a similar probe on the "thank you" page so we can provide analytics regarding visitor success. From a business-side perspective, deployments consist of milestone evaluation and construction of creatives to feed into the campaign.

The role of Kefta probes

• The probes will test the browser to see if it supports cookies. If the browser does not support cookies or they are disabled, the site will revert to its original baseline behavior. The tools support a cascading event initially trying to work with first party cookies and capable of reverting to third party cookies if necessary.
• Graceful degradation - The Kefta probes are designed to degrade gracefully if unexpected situations arise. If an anomalous condition is detected, the system will simply revert to the baseline behavior before Kefta campaign enhancements were added to it.
• Patent-pending, failsafe technology - Kefta is unique in its ability to safeguard the proper rendering of a client site. Using proprietary technology, Kefta is able to remove itself as a dependency to the rendering of a page if our servers are unavailable. Imagine what your target page would look like with all of the personalized assets missing… this is why you will want to use Kefta!

Example code

Assuming your company's organization ID is 1234 and the page name is frontpage, the following HTML code should be added at the top of the page (or at least before any placeholders).

<script language="JavaScript" type="text/javascript" src="http://interact.kefta.com/opt/page/1234/frontpage.js"></script>

We use secure technology

Availability at the Web front-end level is ensured through the fail-over functionality offered by Kefta's Alteon switches. The Alteon switches are arranged in redundant pairs and clustered to ensure protection against a switch failure, as are the Extreme back-end switches. Kefta's Alteon switches have integrated firewalling capabilities.

The application server software is implemented in a byte-compiled interpreted language that is impervious by design to buffer overflow attacks, and offers robust exception logging management to avoid exploitable failure modes.

All sensitive interfaces such as tracking cookies or transaction recording URLs are signed using cryptographically secure hash functions to prevent tampering or forgeries.

To learn more about Kefta's technology download a white paper or contact us to speak to a Kefta engineer.