Upload
signal
View
448
Download
2
Embed Size (px)
Citation preview
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 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 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 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
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
Todd SchoenherrVP Product, [email protected]@Signal
Thanks!Richard JoyceSenior Analyst, Forrester [email protected]