Technographic Web-Tracking
Technographic web tracking encompasses a wide range of data sets that pertain to technology-driven signals, enabling the identification and understanding of the technological attributes and patterns exhibited by individuals or organizations. Technographic web tracking offers profound insights into the technological preferences and practices of individuals or organizations, facilitating strategic decision-making and personalized targeting.
By utilizing technographic web-tracking, fashion brands, and retailers can gather valuable information about their target audience, enabling them to tailor their marketing strategies, personalize the shopping experience, and deliver relevant content and product recommendations. It helps in understanding customers’ preferred devices, operating systems, and browsers, allowing brands to optimize their websites and applications for seamless user experiences across different platforms.
Furthermore, technographic web-tracking can provide insights into users’ engagement with fashion trends, influencers, and social media platforms. It helps brands identify popular fashion websites, blogs, or social media channels where their target audience is most active, enabling them to allocate their marketing efforts and investments effectively. This data can also be utilized to measure the effectiveness of online campaigns, track customer journeys, and identify opportunities for customer segmentation and targeting.
Case studies
Targeted marketing
Pttrns.ai
Pttrns.ai uses AI to create detailed user profiles that connect goods and services to the user. By analyzing various data points, Pttrns.ai identifies user preferences and behaviors, enabling businesses to deliver highly personalized marketing campaigns. This AI-driven approach ensures that users receive relevant product recommendations, enhancing their overall shopping experience. More about Pttrns.ai
Salesforce
Salesforce, a leading customer relationship management (CRM) platform, offers a technographic data solution called Data.com. This solution provides detailed insights into companies’ technology stacks, including the software and hardware they use. By leveraging this information, businesses can personalize their marketing efforts, targeting the right audience with relevant messages. Salesforce’s technographic data helps marketers understand their prospects’ technological environments, allowing for more effective and efficient outreach. More about Salesforce
ZoomInfo
ZoomInfo, a provider of B2B contact and company information, incorporates technographic data into its platform. This allows businesses to identify prospects based on their technology usage, helping them tailor their marketing campaigns to reach the most relevant audience. By understanding the tech stacks of potential customers, companies can craft messages that resonate with their specific needs and challenges, leading to higher engagement and conversion rates. More about ZoomInfo
Competitor analysis
BuiltWith
BuiltWith is a competitive intelligence tool that helps businesses identify the technologies used by their competitors’ websites. It provides insights into content management systems, e-commerce platforms, analytics tools, and more. By analyzing competitors’ tech stacks, businesses can gain a competitive edge, identify gaps in their own technology, and make informed decisions about their digital strategy. BuiltWith’s comprehensive data helps companies stay ahead by understanding the tools and services their competitors rely on. More about BuiltWith
SimilarTech
SimilarTech offers a technographic intelligence platform that allows businesses to analyze their competitors’ technology stacks. By understanding the technologies employed by their rivals, companies can benchmark themselves, identify opportunities for improvement, and stay ahead in the market. SimilarTech provides detailed reports on competitors’ web technologies, helping businesses strategize and optimize their own tech investments. More about SimilarTech
Customer support optimization
Freshdesk
Freshdesk, a customer support software provider, integrates technographic data into its platform. This helps support teams understand customers’ technology environments and provide more targeted and efficient assistance. By knowing the technologies their customers use, support agents can troubleshoot issues more effectively and deliver personalized solutions, resulting in improved customer satisfaction and loyalty. More about Freshdesk
Zendesk
Zendesk, a popular customer service and engagement platform, leverages technographic web tracking to gain insights into customers’ technology usage. This enables support teams to deliver personalized support experiences and resolve technical issues more effectively. By understanding the tech landscape of their customers, Zendesk ensures that their support is relevant and precise, enhancing the overall customer experience. More about Zendesk
IT Infrastructure planning
ServiceNow
ServiceNow, an IT service management platform, offers solutions that incorporate technographic data to optimize IT infrastructure planning. By analyzing organizations’ technology landscapes, ServiceNow helps businesses make informed decisions, streamline processes, and improve overall IT efficiency. This data-driven approach ensures that IT resources are allocated effectively and that infrastructure investments align with business goals. More about ServiceNow
BMC Software
BMC Software provides IT management solutions that utilize technographic data for infrastructure planning. By understanding the technology stack within an organization, BMC Software helps optimize IT operations, automate workflows, and ensure effective resource allocation. This enables businesses to enhance their IT capabilities, reduce downtime, and support growth initiatives. More about BMC Software
LAYBL
The current model of constant disposal of old garments and the purchase of new ones exacerbates the industry’s environmental impact. Tracking clothes to make fashion more sustainable. The fashion industry is facing a critical challenge when it comes to sustainability but hope is on the horizon as Digital IDs look to tackle the sustainability problem head-on. LINK
TEXTILE EXCHANGE
E-Trackit Less than half of the brands with sustainability targets can trace their value chains.Traceability is key to demonstrating and driving positive impacts on the ground. But while majority of the top brands have sustainable material targets for the 2030 goals, according to a 2019 UNECE study, only 34% can trace their value chains, of which only half have visibility to their immediate suppliers. LINK
Sales prospecting
DiscoverOrg (now ZoomInfo)
DiscoverOrg, now part of ZoomInfo, is a sales and marketing intelligence platform that includes technographic data in its offerings. It helps sales teams identify prospects based on their technology profiles, allowing for more targeted and effective outreach. By understanding the tech environments of potential customers, sales professionals can tailor their pitches to address specific needs and pain points, increasing the likelihood of successful engagements. More about DiscoverOrg
Clearbit
Clearbit is a data enrichment platform that offers technographic data as part of its solution. Sales teams can leverage Clearbit to gain insights into prospects’ technology stacks, empowering them to tailor their messaging and engage with potential customers more effectively. By integrating technographic insights, Clearbit helps businesses enhance their lead generation and conversion strategies. More about Clearbit
References
Case studies
BESTSELLER – Digital fashion & traceability
BESTSELLER’s “Digital Fashion & Traceability” programme uses product- and value-chain data to map fibre origins, production sites, and logistics, integrating this into digital fashion workflows and reporting dashboards. By linking web-based traceability tools with internal ERP and sustainability systems, the initiative supports CSRD-aligned disclosures and enables scenario analysis on materials, suppliers, and circular strategies.
Project link
LAYBL – Tracking clothes to make fashion more sustainable
LAYBL provides a digital ID and tracking solution that connects garments to a cloud-based data layer via QR/NFC, capturing how, where, and how often items are used and resold. This technographic data on wardrobe behaviour and circulation enables brands and platforms to quantify use-phase impacts, design take-back models, and communicate evidence-based sustainability claims.
Project link
Textile Exchange – Trackit / E-Trackit
Textile Exchange’s Trackit (formerly E-Trackit) platform offers a traceability and data infrastructure that links transaction and certification data across complex textile value chains. By digitising chain-of-custody events and providing dashboards for brand, supplier and fibre-level performance, it supports science-based targets, CSRD-relevant indicators, and scenario modelling for preferred fibre uptake and circular interventions.
Project link
TextileGenesis – Fiber-to-retail traceability and impact data
TextileGenesis combines unique fibre tokens with a data platform to create a “fiber-to-retail” digital trail for materials such as TENCEL™ and LENZING™ ECOVERO™. Brands access granular chain-of-custody histories, transaction logs, and impact data through web-based interfaces and APIs, enabling credible claims, anti-greenwashing audits, and integration with digital product passports and ESG reporting pipelines.
Project link
Zalando – Data-driven sustainability and customer insight
Zalando uses web- and app-based behavioural data together with product and supplier data to inform assortment curation, “sustainability flagging,” and reporting aligned with EU sustainability regulation. By analysing clickstreams, search terms, return behaviour, and sustainability filter use, Zalando can steer buyers toward lower-impact assortments, test circular services, and generate CSRD-relevant indicators on user engagement with sustainable options.
Project link
References
Akhtar, W. H., Liu, X., Han, H., & Qin, Y. (2022). A new perspective on the textile and apparel industry in the digital transformation era. Textiles, 2(4), 633–656.
Berg, M. (2022). Digital technography: A methodology for interrogating emerging digital technologies and their futures. Qualitative Inquiry, 28(7), 827–836.
Casciani, D., Chkanikova, O., & Pal, R. (2022). Exploring the nature of digital transformation in the fashion industry: Opportunities for supply chains, business models, and sustainability-oriented innovations. Sustainability: Science, Practice and Policy, 18(1), 773–795.
Stocchi, L., Michaelidou, N., Pourazad, N., Micevski, M., & Harrigan, P. (2021). Marketing research on mobile apps: Past, present and future. European Journal of Marketing, 55(6), 1513–1552.
van Heerde, H. J., Dinner, I. M., & Neslin, S. A. (2019). Engaging the unengaged customer: The value of a retailer mobile app. International Journal of Research in Marketing, 36(3), 420–438.