Identifying the Individual Consumer Through Data Management, Data Integration and Analytics

Transcription

1 Identifying the Individual Consumer Through Data Management, Data Integration and Analytics Matthew Mobley, Chief Marketing Technology Officer, Merkle

2 Identifying the Individual Consumer Data Management, Data Integration and Analytics

3 The Core of marketing success is the Connected Customer View Demographics Life Events Call center LTV Segment Site Consolidated view of the consumer across all touchpoints Product Display Meetings Mobile Allows clients to analyze their programs in context of the whole picture Valuable insights on consumer value, attitudes, and behaviors Provides foundation for effective measurement Print Social Multi-media, multi-channel optimization based on facts DM &EM Search TV/Video

4 Marketing technology ecosystem will change but the need for connectivity and integration will not change Your ability to create connectivity across experiences will: CONTEXT CONNECTIVITY CONTENT Leverage data and build context as the consumer moves up, down and sideways through the funnel Desktop Phone Tablet TV Use connectivity to enable measurement and targeting where ever the consumer chooses to engage Deliver content as a compelling, singular experience that moves and contours around the consumer

5 There is a constantly evolving definition of identity in the digital world 12 Main Street Philadelphia, PA Main Street Philadelphia, PA 12 Main Street John@doe.com Philadelphia, PA John@doe.com //asdohs.hhd.net Main Street Philadelphia, PA #JohnnyDoe Main Street Philadelphia, PA //asdohsd.asiudhscns/html John@doe.com Pinterest: jdoe JD@gmail.com JD s iphone #JohnnyDoe //asdohs.hhd.net 70 s 80 s 90 s 00 s Today Mailing address Phone number Cookie IP address Digital set top ID Cookie Device ID Probabilistic ID AdID Fb

6 What are the other challenges? Walled Garden Builders Industry Regulators An Army of AdTech Companies

7 Death by 1000 Cuts Walled Gardens Creating silos of identity and experiences Business practices to maintain the value of the data asset creates limited cross platform measurement and tracking An Army of AdTech Companies Sell the vision of integration but miss the mark by miles Accidental architectures that create more problems than they solve Industry Regulators Consumer data protection policies that limit 1:1 marketing efforts Excessively conservative application of the policies by companies that even break the most basic mechanisms for measurement On top of this, companies believe identity management is a simple, single component that can be purchased and plugged into the solution.

8 Graphing the Identity

9 Graphing the Identity Terrestrial Identity Device Identity Digital Identity

10 Double Clicking Device Identity Deterministic Cookie Advertising Identifier Probabilistic Characteristic Device Behavior

11 Deterministic Identifiers Domain Identifiers Specific Identifiers - Cookie - App Id Browser/ App Centric - IdFA - AdId Device Centric

12 Probabilistic Identifiers Characteristics Usage Probabilistic Engine Probabilistic Engine Versions Configuration Settings Origination Destination Time of Day

13 The role of the Platform An identity rules engine to manage identity associations Finds offline audiences in the digital world Consumer Data integration Digital Data Integration Identity Governance Identity Governance Historical Consumer Reference Base Reference Base Terrestrial Identity Associations Reference Base Device / Digital Identity Associations Probabilistic device identification engine to recognize device reoccurrence 13 Device graphs to associate crossdevice events

14 The 5 Must Have Functions for Identity Management Cross-Device Digital Distribution Expand and connect audience pools across deterministic and probabilistic device identifiers Connecting disparate cookie pools to move assets from one execution platform to another Data On-Boarding Appending device and digital identities to 1st & 3rd party data for online targeting Digital Data Integration Integrating device and digital identities into the identity graph Customer Data Integration Integrating terrestrial identities into the identity graph The functions provide the capabilities, but every organization must also have a person who owns the identity management strategy

15 If I can connect identities, I can connect experiences Introducing the Customer Event Stream DM Delivered 2/1/12 Shown Display Ad 2/2/12 3:05pm Calls 800# Requests Info and gives 2/2/12 3:06 pm Sent 2/2/12 5:05pm Opens 2/2/12 9:30 pm Clicks Branded Paid Search Ad 2/6/12 9:00 pm Completes transaction on site 2/6/12 9:15 pm Consumer Event Table User ID Date Time Event ID Event Desc /1/2012 DM437 DM Delivered /2/2012 3:05 pm DI9076 Display Impression /2/2012 3:06 pm CC068 Inbound Call Center /2/2012 5:05 pm EM087 Sent /2/2012 9:30 pm EM088 Opened /2/2012 9:30 pm EM089 Clicked /6/2012 9:00 pm PS674 Clicks Paid Search /6/2012 9:15 pm Q8740 Completes Quote Event ID Device Creative Offer Product Event Meta Data EM088 Mobile-Samsung Galaxy X5 A2346 A trip of a Life Time OI92365 $150 Discount Family Vacation P978 7/6 All-inclusive

16 The event stream enables attribution 15% 20% 40% 20% 5% This scenario represents success in that the predicted customer value is realized/confirmed and there is a strong program ROI. Next step is to operationalize this scenario for maximum impact. User Level Attribution Predicted Customer LTD: $2,000 Event Cost Credit Attributed Value DM Delivered $ $300 Display Impression $ $400 Inbound Call Center Experience $ $800 Sent $ $400 Paid Search Ad $ $100 Program Level Attribution Campaign Display-DSP Spend $10,000 Impressions 102,504,000 Inquires 320 Orders 45 Cost Per Order $222 Total Value $45,000 ROI 350%

17 Event streams are the foundation for determining next best interaction Builds Itinerary Set reminders for don t miss events.? Imagery related to The Good Life segment Reminder Prior to Visit Receives Package Details User ID Date Time Event ID Event Desc /1/2012 DM437 DM Delivered /2/2012 3:05 pm DI9076 Display Impression /2/2012 3:06 pm CC068 Inbound Call Center B U T C U S T O M E R S D O T H I S : /2/2012 5:05 pm EM087 Sent /2/2012 9:30 pm EM088 Opened /2/2012 9:30 pm EM089 Clicked /6/2012 9:00 pm PS674 Clicks Paid Search /6/2012 9:15 pm Q8740 Completes Quote

18 Investing in identity management pays off Fortune 100 company was able to double existing trigger program revenue by improving site identity data capture web triggers have 2x newsletter revenue Mobile advertising performance metrics improved over 200% once accounted for cross device 40% of desktop purchases had a mobile touch prior to purchase Large High-Tech company saw a 13% to 15% percent increase in lift in existing DM and predictive models once site behavioral data was added

19 Merkle, A Performance Marketing Agency Merkle s 2015 Performance Marketing Executive Summit Award-winning Marketing Imperatives Mastering the Addressable Customer Experience Merkle. All Rights Reserved. Confidential The Rise of the Platform Marketer Coming May

20 Matthew Mobley Chief Technology

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