Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively. Case Study October 2016

Transcription

1 Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively October 2016

2 Introduction Many companies leverage online behavioral data to personalize content and monetize digital inventory. Fewer companies leverage that data to its full potential across all consumer touch points, however. That includes , direct mail and mobile messaging, as well as content personalization and ad targeting. This gap is often due to internal business pressures or organizational silos that prioritize solving a tactical problem specific to a channel over a more strategic approach where data is treated as a valuable strategic asset across all customer touch points. It is also driven by constraints such as disconnected data sources or the inability of marketing and advertising tools ability to integrate with 3rd party applications. These limitations create challenges for organizations in fully understanding and leveraging this insight into their user base.. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 2

3 The Challenge Quaero helps customers improve user engagement and increase user conversion and adoption. The case of a recent client provides a good example. This client offers products on their website and on a mobile app where users: o Consume content o Watch videos o Register to play games o Watch live streaming content Certain products require users to sign up and user information is captured by a 3rd party identity provider. In addition, they have Adobe Analytics implemented across their website and their mobile app. Third party execution tools are used for , mobile messaging and web personalization. Behavioral data was limited to reporting standard metrics such as page views, uniques, time spent, etc. Separate reports were generated for website and mobile app usage. The marketing team did not have cross-platform product usage or user insights. In addition, their campaign tool was primarily used to target registered users, who were a very small percentage of their total audience. newsletters and product promotions were missing critical information about individual users affinity to specific products and attributes and so this intelligence could not be used to personalize outbound campaigns. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 3

4 Missing Puzzle Piece... This challenge is a common one, with the proliferation of niche tools that solve a piece of a puzzle- but miss the larger context. The effective way to solve this problem is to have a consolidated data environment to create a unified user view and link users across all digital behaviors and responses. This actually helps the myriad of niche tools be more productive. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 4

5 The Solution Part 1 We undertook several steps to help this client leverage data more effectively across channels. Discovery and Data Capture: We first analyzed all users in terms of product usage and content consumption. We know from experience that registered users are 5x more engaged than anonymous users. We implemented Gigya cookie IDs in Adobe analytics so that we could link the IDs and run more comprehensive analyses. The next step was to understand cross-platform users. We implemented cross-device graphs, embedded within Quaero s AdVantage solution, that links 1st party cookie IDs to related mobile device IDs (IDFA, IDFV, AAID and Windows ID). In addition, mobile device IDs from apps were captured in Adobe Analytics. Once these data points were captured and linked, we were able to integrate it all together. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 5

6 The Solution Part 2 Data Management: The first step was to create unified user profiles. AdVantage s Identity Resolution Engine took in addresses, phone numbers, account IDs, cookie IDs, device IDs, session level attributes such as user agent, IP address, and geographical data elements. The engine generates a universal user ID (UUID) for each user. This engine effectively brings together disparate data signals and manages multi-level matching rules. The second step was to import, cleanse and analyze behavioral data, linking session and visit data at the UUID level. In addition, data was aggregated and key metrics such as engagement and affinity were configured for easy consumption. The third step was to create consumer segments by product. For each product, multi-tier consumer segments such as super users, regular users, 1-anddone users and lapsed users were created based on product affinity and engagement scores with 13 or more months of history. The score and historical data requirements were custom configured based on the client s business priorities and requirements. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 6

7 The Solution Part 3 Delivering Personalized Experiences: Segments were exported to execution tools with IDs native to each tool as shown on the right. At this step, the super and regular consumer segments were put into action in campaigns with personalized messages and product creatively aligned to users belonging to that product segment. In addition, registered users who were active on the mobile app were targeted first via and then followed up by push notifications. Users that were active only on the mobile app were targeted with personalized push notifications. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 7

8 The Results The result was an astounding 60% improvement in open rates and a doubling of the click-through rates. The client also had a great deal more visibility into their user base and a much easier time reporting audience dynamics to their own executive leadership as well as to advertisers and other external stakeholders. Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 8

9 The AdVantage Our client is now effectively able to leverage all of their data assets and monetize that data by selling premium inventories across products and site sections. In addition, the data environment is leveraged for reporting and data access across multiple departments. Marketing personnel, sales executives and analysts now share a common view of their consumers and are better able to act in a coordinated and concerted fashion as a joint team rather than as individual silos. For more inquiries and extended conversation, please reach out to our VP of Platform Delivery Ashwin Ashwin.nayak@quaero.com Communicating with Consumers Across Touch Points: Leveraging Behavioral Data Effectively 9

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