In early 2013, Topspin was testing business cases to see where there may be untapped potential. One test case was a retargeting-based model. The challenge faced was to develop an extensible way to segment users which would also silently be added to Topspin’s purchase flow code, allowing all users to get retargeting opportunities if the business model proved itself.
This proof of concept model was developed as a sidecar to the purchase flow method, used Triggit’s API at the time, segmented inbound and outbound traffic based on business cases, and performed additional actions based on callbacks from the purchase flow (e.g., registering a user as converted).
This particular implementation did not move forward due to a different business model that proved more successful, but it stands as a simple example.