identifying the individual consumer through data management, …€¦ · • email web triggers...

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

Matthew Mobley, Chief Marketing Technology Officer, Merkle

© 2014 Merkle. All Rights Reserved. Confidential

Identifying the Individual Consumer

Data Management, Data Integration and Analytics


The Core of marketing success is the Connected Customer View

• Consolidated view of the consumer across all

touchpoints

• 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

• Multi-media, multi-channel optimization based

on factsSocialPrint

DM &EM

Display

SearchTV/Video

Mobile

Site

Product

LTV Segment

DemographicsLife Events

Call center

Meetings


Marketing technology ecosystem will change but the need for connectivity and integration will not change

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Leverage data and

build context as

the consumer

moves up, down

and sideways

through the funnel

Deliver content as a

compelling, singular

experience that

moves and contours

around the

consumer

Use connectivity to

enable measurement

and targeting where

ever the consumer

chooses to engage

Your ability to create connectivity across experiences will:


There is a constantly evolving definition of “identity” in the digital world

EmailCookie

IP addressDigital set top ID

Mailing address CookieDevice ID

Probabilistic IDAdIDFb ID

@TwitterHandle

70’s 80’s 90’s Today

12 Main Street

Philadelphia, PA

EmailPhone number

00’s

617-555-0728

12 Main Street

Philadelphia, PA 617-555-0728

12 Main Street

Philadelphia, PA

[email protected]

617-555-0728

12 Main Street

Philadelphia, PA

[email protected]

#JohnnyDoe

01100100010011

0001//asdohs.hhd.net617-555-0728

12 Main Street

Philadelphia, PA

[email protected]

#JohnnyDoe

01100100010011

0001

//asdohs.hhd.net

[email protected]

Pinterest: jdoe

JD’s iphone

011001000100

110001

01100100010011

0001

//asdohsd.asiudhscns/html


What are the other challenges?

Industry

RegulatorsAn Army of

AdTech Companies

Walled Garden

Builders


Death by 1000 Cuts

On top of this, companies believe identity management is a simple, single

component that can be purchased and plugged into the solution.

• Creating silos of identity and experiences

• Business practices to maintain the value of the data asset creates

limited cross platform measurement and tracking

Walled Gardens

An Army of AdTech

Companies

Industry Regulators

• Sell the vision of integration but miss the mark by miles

• Accidental architectures that create more problems than they

solve

• 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


Graphing the Identity


Graphing the Identity

Device

Identity

Digital

Identity

Terrestrial

Identity


Double Clicking Device Identity

Deterministic

Cookie

Advertising Identifier

Probabilistic

Characteristic

Device Behavior


Deterministic Identifiers

- Cookie- App Id

Browser/App

Centric

Domain Identifiers

- IdFA- AdId

DeviceCentric

Specific Identifiers


Probabilistic Identifiers

Characteristics Usage

Probabilistic EngineProbabilistic Engine

• Origination• Destination• Time of Day

• Versions• Configuration• Settings


Digital Data IntegrationConsumer Data integration

The role of the Platform

13

Terrestrial Identity

Associations

Reference Base

Identity Governance

Device / Digital Identity

Associations

Reference Base

Identity Governance

Finds offline audiencesin the digital world

Device graphs to associate cross-device events

Probabilistic device identification engine to recognize device

reoccurrence

An identity rules engine to manage

identity associations

Historical Consumer

Reference Base


The 5 Must Have Functions for Identity Management

Customer Data Integration

Digital Data Integration

Data On-Boarding

Digital Distribution

Cross-Device

Integrating terrestrial identities into the

identity graph

Integrating device and digital identities into

the identity graph

Appending device and digital identities to 1st

& 3rd party data for online targeting

Connecting disparate cookie pools to move

assets from one execution platform to

another

Expand and connect audience pools across

deterministic and probabilistic device

identifiers

The functions provide the capabilities, but every organization must also have a

person who owns the identity management strategy


If I can connect identities, I can connect experiences

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote

Consumer Event Table

Event Meta Data

Event ID EM088

Device Mobile-Samsung Galaxy X5

Creative A2346 A trip of a Life Time

Offer OI92365 $150 Discount Family

Vacation

Product P978 7/6 All-inclusive

DM

Delivered

2/1/12

Shown Display Ad

2/2/12 3:05pm

Calls 800#

Requests Info

and gives email

2/2/12 3:06 pm

Clicks Branded

Paid Search Ad

2/6/12 9:00 pm

Sent Email

2/2/12 5:05pm

Opens Email

2/2/12 9:30 pm

Completes

transaction on

site

2/6/12 9:15 pm

Introducing the Customer Event Stream


The event stream enables attribution

15% 20%20% 40% 5%

Event Cost

Attributed

Credit Value

DM Delivered $.35 .15 $300

Display Impression $.001 .20 $400

Inbound Call Center Experience $10.25 .40 $800

Sent Email $.02 .20 $400

Paid Search Ad $.03 .05 $100

Predicted Customer LTD: $2,000

User Level Attribution

Program Level Attribution

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.

Campaign Display-DSP

Spend $10,000

Impressions 102,504,000

Inquires 320

Orders 45

Cost Per Order $222

Total Value $45,000

ROI 350%


Event streams are the foundation for determining next best interaction

Set reminders for “don’t miss” events.

Email Reminder Prior to Visit

Imagery related to “The Good Life” segment

ReceivesPackage Details

Builds Itinerary

?

B U T C U S T O M E R S D O T H I S :

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote


Investing in identity management pays off

Fortune 100 company was able to double existing email trigger

program revenue by improving site identity data capture

• Email 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 Email predictive models once site behavioral data

was added


Merkle’s 2015 Performance Marketing

Executive Summit

www.MerkleSummit.com

The Rise of the Platform Marketer

Coming May 2015

www.PlatformMarketer.com

Award-winning Marketing Imperatives

Mastering the Addressable Customer Experience

www.merkleinc.com

Merkle, A Performance Marketing Agency


Matthew Mobley

Chief Technology Officer

[email protected]

@MatthewCMobley

www.linkedin.com/in/matthewmobley

mailto:[email protected]

identifying the individual consumer through data management, …€¦ · • email web triggers...

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