The following image shows a typical scenario for Xeerpa usage:
Step 1: Alice is a user who navigates to a website, mobile app, Wi-Fi portal or online promotion or contest published by the Client, and which implements Social Login functionality to allow the end user (Alice) to participate, register, sign in or apply using her credentials in the selected social network. We call these different sources of information (web, app, Wi-Fi portal, promotions...) “Channels”.
Step 2: The Social Login implemented in the Channel is usually designed and developed by the Client or its marketing agency, although the Client can also use the Social Login Plugin developed by Xeerpa, “Xeerpa Connect”. Once the user has selected the Social Network she wants to log in with:
She will be asked to accept the permissions request shown by the social network. Depending on which Social Network she is using, she will be prompted with different permissions to accept. These permissions include details like: e-mail address, posts, tweets, likes, birthday, locations, etc. From a European Data Protection point of view, the amount and type of data gathered through these permissions can be considered of level HIGH, if the comments, posts or tweets are included) or MEDIUM, if they are not. That is, comments (Posts, Tweets…) made by users are considered as HIGH, whilst all the other information (Likes, email, age, name, geo-locations…) are considered MEDIUM.
She will be prompted with the Terms and Conditions of the Service.
Typically, the Client can also prompt the user for some extra details related to the Application, through a form. In this form, an opt-in box might be shown for the user to indicate if she allows the reception of commercial information.
There is an option to call the Xeerpa API to provide intelligence to the Application (advising about near locations, shared interests or likes, etc.).
This Application/Website can also have access to the CRM and therefore synchronize the existing user’s information or sign her up as a new prospect.
The App/Website will then call Xeerpa with the following information: Social Network User ID, Social Network Token, Extra Form Details and CRM user.
The details handled in this Step are usually considered MEDIUM.
Step 3: After receiving that information, Xeerpa will perform the calls to the corresponding Social Network’s API to gather the information the user has given permission for. Xeerpa will then analyze that information and, depending on the version of Xeerpa the Client is using, there will be three different ways available to access the results:
Xeerpa Dashboards: The information is made available through a Website hosted by Xeerpa and protected by a username and password. The data shown on the screens can contain HIGH or MEDIUM details (depending on the previous permissions requested to the user). The MEDIUM data can then be exported.
Xeerpa API: With a series of calls to an API, the Client can access the data in a more automatic way to integrate the information with the CRM or any other internal system. Through this API, Xeerpa can optionally receive information related to the users. The data accessed by the API will only contain MEDIUM data.
Xeerpa DB: This is a Relational Database with all the data that Xeerpa stores about each user. This Database may store HIGH or MEDIUM details depending on the permissions requested, and it is designed to allow to be totally or partially integrated in the Client’s Business Intelligence in an anonymous way or maintaining the users’ personal details.
Step 4: The Client performs One-To-One customized Marketing Campaigns through any Channel from his CRM or Campaign Manager using the information gathered by Xeerpa.