36
Featuring Richard Joyce Master Cross- Channel Recognition

Master Cross-Channel Customer Recognition

  • Upload
    signal

  • View
    448

  • Download
    2

Embed Size (px)

Citation preview

Featuring Richard Joyce

Master Cross-Channel Recognition

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

Meet the speakers

Richard JoyceSenior Analyst

Todd SchoenherrVP Product

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

Agenda

➜ The Emergence of People-Based Marketing

➜ Devices, Data, and People

➜ Connecting and Building Identities

➜ Connection Outcomes and

Opportunities

➜ 5 Steps to Getting Started

➜ Case Studies

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

Bridging the Cross-Device Chasm

Forrester Report released in December by Richard Joyce

Summary➜ Outlines the different approaches for

tackling the cross-device chasm and highlights how marketers can select the approach that best works for them.

➜ Complementary copy in your inbox after the webinar!

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

2015: The Emergence of People-Based Marketing

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

To power people-based marketing you need:

➜ Cross-Channel Data Collection

➜ “Always-on” Identity Graph

➜ Audience Segmentation & Data Onboarding

➜ Data Feeds to Advertising & Analytics End Points

© 2015 Forrester Research, Inc. Reproduction Prohibited 7

The elusive modern day customer

© 2015 Forrester Research, Inc. Reproduction Prohibited 8

The Age of the Customer

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

Real people – truly multi-dimensional

© 2015 Forrester Research, Inc. Reproduction Prohibited 10

Their attention is fragmented

© 2015 Forrester Research, Inc. Reproduction Prohibited 11

Their experiences have become complex

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

Interactions provide more understanding

© 2015 Forrester Research, Inc. Reproduction Prohibited 13

IDs take us from devices to people

Session ID

1st party Cookies

3rd party Cookies

Mobile MAC

Address

Person

Email Social ID

Account Details

© 2015 Forrester Research, Inc. Reproduction Prohibited 14

Not recognizing has a negative effect

© 2015 Forrester Research, Inc. Reproduction Prohibited 15

So how can we connect the dots?

© 2015 Forrester Research, Inc. Reproduction Prohibited 16

Deterministic matching

© 2015 Forrester Research, Inc. Reproduction Prohibited 17

Knowing vs. Guessing› Knowing is better

than guessing› Limits to scale

› Application must be personalized

› MTA and Customer Journey

© 2015 Forrester Research, Inc. Reproduction Prohibited 18

What Can We Use To Know?› Login Data› Account Info› Email› Address› Phone Number› Deterministic data

must be authenticated to go from devices to people

© 2015 Forrester Research, Inc. Reproduction Prohibited 19

Probabilistic matching

OH HEY… YOU LOOK FAMILIAR

DO I KNOW YOU?

© 2015 Forrester Research, Inc. Reproduction Prohibited 20

Guessing When We Don’t Know› Guessing is still

valuable› Provides scale

› Must align matching with business goals› Less valuable from a measurement standpoint

© 2015 Forrester Research, Inc. Reproduction Prohibited 21

What Do We Use To Make Guesses?› Cookies› IP Addresses› Statistical IDs› 3rd party data

› Probabilistic data adds value when combined with the right deterministic data

› Geo-location

© 2015 Forrester Research, Inc. Reproduction Prohibited 22

Advice mallard: consider this…

© 2015 Forrester Research, Inc. Reproduction Prohibited 23

These Data Have Different Qualities› Ideally, all data

would be ingested in real time

Data Type Sources Availability Data Stability Refresh rate needs

LoginPaywalls, Secure Logins, Apps

Scarce and Unique Stable Scheduled

Account InfoCRM, Loyalty Programs

Scarce and Unique Stable Scheduled

EmailCRM, Purchase, Loyalty Programs, volunteered

Scarce Stable Scheduled

AddressCRM, Purchase, Loyalty Programs, volunteered

Scarce Stable and lasting Scheduled

Phone NumberCRM, Purchase, Loyalty Programs, volunteered

Scarce Stable and lasting Scheduled

Cookies Browsers, Site Scarce Unstable short lifespan Real Time

IP Addresses DSPs, Exchanges Common Unstable Real Time

Statistical IDSDSPs, DMPs, Ad Networks

Common Unstable Real Time

3rd party segmentsMultiple Offl ine and Online

Common Unstable and stale Real Time

Geo-location DSPs, Exchanges Common Unstable Real Time

› Not all data changes regularly

› Strive for the freshest data, as it will improve your ability to go from devices to people

© 2015 Forrester Research, Inc. Reproduction Prohibited 24

What can we gain from connecting the dots?

© 2015 Forrester Research, Inc. Reproduction Prohibited 25

Major Media and Marketing Implications

• The ability to alter their experience based on the environment

• The ability to know that you’ve reached the same person in different environments

• The ability to target a person rather than a device

• The ability to adapt to an actual person’s behavior

Optimization Targeting

PersonalizationMeasurement

© 2015 Forrester Research, Inc. Reproduction Prohibited 26

What should I do next?

5 Steps to Lay the Foundation for Your Customer

Identity Strategy

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

1. Establish a framework for collecting identifiers

WEB mWEB EMAIL MOBILE IOS APP

ANDROID APP CRM POS CALL

CENTER SMS SOCIAL TV

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔HASHED EMAIL

3RD PARTY COOKIE

1ST PARTY COOKIE

IOS IDFA

ANDROID PLAY ID

HASHED FACEBOOK ID

HASHED TWITTER ID

HASHED GOOGLE PLUS ID

HASHED PHONE NUMBER

CUSTOMER NUMBER

SET-TOP BOX ID

✔ ✔ ✔✔ ✔ ✔

✔ ✔✔ ✔

✔ ✔ ✔ ✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔ ✔✔ ✔ ✔ ✔ ✔ ✔

✔ ✔

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

2. Fill in the gaps to collect any identifiers you might be missing

Email CRM

Loyalty SocialPOSMobile

Promotions

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

• Email: Does your email group have emails that can be anonymized and tied to unique digital profiles?

• CRM: Does your CRM group have offline identifiers that can be anonymized? • Promotions Team: Maybe your promotions team has been collecting information

that can be tied to users? • Social and Mobile teams: Do they have access to unique identifiers?• POS: Can you use in-store receipts are a chance to leverage POS data?• Loyalty: How can you pull in loyalty card information?

2. Fill in the gaps to collect any identifiers you might be missing.

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

3. Connect cross-channel identifiers into people-based profiles

Data simply ingested into one system but still not connected isn’t as valuable as data coalesced over time

Ingest all of your first-party data sources, but also connect that data and center identities around people, not cookies

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

4. Profiles should be accessible and actionable

In all cross-channel marketing endpointsDSPs, DMPs, email systems, content personalization platforms, or data warehouses

Accessible: ➜ Integrations that enable an efficient, seamless flow of dataActionable:➜ An “always-on” identity graph to deterministically matching cross-

channel identifiers to recognize and engage consumers in real time

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

5. Set yourself up for organizational success

➜ Be flexible

➜ Use cross-channel champions to help leverage use cases across silos

➜ Create universal audiences across all marketing channels

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

Challenge:➜ Target lapsed customers from CRM database with

display ads when only identifier is email address

Solution: ➜ Signal matched CRM customers to online, addressable

devices and channels through site logins and email opens

➜ Signal’s server-direct integration with MediaMath enabled the seamless flow of matched profiles for display ad targeting of the client’s CRM data

➜ Signal’s always-on onboarding capability enabled live matching as customers authenticated, not just a one-time batch upload

Results: ➜ 70% efficiency gain with 3-5% more conversions.

Case Study: Online Retailer

© 2015 Forrester Research, Inc. Reproduction Prohibited 35

Todd SchoenherrVP Product, [email protected]@Signal

Thanks!Richard JoyceSenior Analyst, Forrester [email protected]