Mobilewalla - Building a Persistent Consumer Identity

Building A Persistent Customer Identity –
Challenges and Strategies for Success
Dr. Anindya Datta
April 2019
2019 - ALL RIGHTS RESERVED CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE

2
Customer expectations are
higher than ever
• They want their vendor to know them no matter
which channel they are engaging in
• They want personalized service that acknowledges
their needs and preferences

And the enterprises that
deliver are going to be
the winners
“Organizations that lead in CX outperformed
laggards on the S&P 500 index by nearly 80%.
They retain higher share of wallet and have
customers that are seven times more likely to
purchase more from the company, eight times
more likely to try other products or services,
and fifteen times more likely to spread positive
word of mouth.”
Qualtrics Total Economic Impact Study with
Forrester Research, August 2017

“Two-thirds, 68 percent, of C-suite executives expect
organizations to emphasize customer experience over
products.”
19th IBM Global C-Suite Study
Executives have bought in…

The essence of providing any kind of meaningful
customer experience is the ability to recognize,
and identify customers as they interact with
your brand across many interactions, over
time…

The essence of providing any kind of meaningful
customer experience is the ability to recognize,
and identify customers as they interact with
your brand across many interactions, over
time…
While this sounds simple enough, the reality is very different…

7
In-Store
They may have shopped at
your store in the past or this
may be their
first visit, your salesperson
may even know or recognize
them
They may buy something, if
that is the case, you have a
record of the transaction
They may simply browse and
not buy anything and once
they leave, they are gone
leaving no trace of their visit
Customers and
prospects walk into
your store

8
In-Store
Customers and
prospects walk into
your store
They may have shopped
at your store in the past
or this may be their
first visit, your
salesperson may even
know or recognize them

9
In-Store
Customers and
prospects walk into
your store
first visit, your
They may buy
something, if that is
the case, you have a
record of the
transaction

10
In-Store
Customers and
prospects walk into
your store
first visit, your
They may buy
something, if that is
the case, you have a
record of the
transaction
They may simply
browse and not buy
anything and once
they leave, they are
gone leaving no
trace of their visit

11
In-Store
Customers and prospects walk
into your store
They may have shopped at
your store in the past or this
may be their
first visit, your salesperson
may even know or recognize
them
For the vast majority of in-store visitors who
browse, don’t buy, and leave, the visits don’t
register at all

If they register you can track their behavior on-site
Through registration you should have an email address, a
home address and maybe even a phone number
For the vast majority of consumers who simply browse
without registering, your ability to identify this user is
limited
Through the desktop web you should have a cookie that
connects the user across sessions and visits, but cookies are
short-lived (expiring, typically, in 4-7 days)
If they arrive at the site via a mobile browser, cookies will
not work, and you will not be able to identify this consumer
at all
Common wisdom considers this
the “best-case” scenario for
identifying and knowing your user,
but the reality is quite different…
Shopping on your website

limited
at all
Common wisdom considers this the
“best-case” scenario for identifying and
knowing your user, but the reality is
quite different…

Through registration you should have an email
address, a home address and maybe even a phone
number
limited
at all
quite different…

number
For the vast majority of consumers who simply
browse without registering, your ability to identify
this user is limited
at all
quite different…

number
Through the desktop web you should have a cookie
that connects the user across sessions and visits, but
cookies are short-lived (expiring, typically, in 4-7 days)
at all
quite different…

number
Through the desktop web you should have a cookie
that connects the user across sessions and visits, but
cookies are short-lived (expiring, typically, in 4-7 days)
If they arrive at the site via a mobile browser, cookies
will not work, and you will not be able to identify this
consumer at all
quite different…

quite different…
limited
at all
Bottomline, for a majority of your web users, the
roughly 60-75% who don’t register, you know little
to nothing on an individual basis

• A customer may engage with you through your
mobile app
• The good thing about an app is that it is (usually)
associated with a persistent ID – the device ID,
solving the problem of expiring cookies
Using your mobile app

• However, recording individual user navigation is
challenging in apps
• Tools such as GA or Flurry are great at reporting
gross metrics such as #sessions, session length,
geographic session origin etc., but not individual user
actions
• Infeasible to relate app users to those who use
alternate channels
• A customer may engage with you through your
mobile app
• The good thing about an app is that it is (usually)
associated with a persistent ID – the device ID,
solving the problem of expiring cookies
Using your mobile app

CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Receiving ad impressions
On your desktop
browser
On mobile apps
On TVOn your mobile browser
2019 - ALL RIGHTS RESERVED

CONFIDENTIAL INFORMATION - DO NOT REPRODUCE - DO NOT DISTRIBUTE
Receiving ad impressions
On your desktop
browser
On mobile apps
On TVOn your mobile browser
You are spending
a lot of money
marketing to a lot of
people, but how can
you tell if any of it is
working
You are investing in
advertising across
channels but how do
you know who is
receiving these
impressions
2019 - ALL RIGHTS RESERVED

We just discussed how hard it is
to recognize and identify
consumers individually inside
channel silos…
It is near-impossible to connect
consumers across channels.
• Did a store visitor re-appear on the
retailer’s mobile app?

We just discussed how hard it is
to recognize and identify
consumers inside individual
channel silos…
It is near-impossible to connect
consumers across channels.
• Did a store visitor re-appear on the
retailer’s mobile app?
• You just spent 20% of your quarterly
marketing budget on a digital acquisition
campaign seeking to drive ad recipients to
your web-site. Unless a consumer directly
clicks on the ad, how do you know whether
a website visitor received an impression
previously?

There are many paths to a purchase, or lack thereof
Receive ad Visit store Visit website Visit store Buy
+
Receive ad Visit website Your cart Not buy
X

In an infinite number of combinations
Visit store
Visit store
Visit
website
Your cart
Not buy
X
Visit mobile
app
Buy
Receive ad

In an infinite number of combinations
Your cart
Not buy
X
Visit mobile
app
Buy
Receive ad
Visit
website
Visit store
Visit store

Receive ad and
click immediately
Visit website Your cart Buy
But, there is only one unique path the marketer can observe
X

Why is it
so hard
to
connect
the dots?
• Internal systems are in silos and are not
integrated
• Different teams own the channels
• Lacking data
• No one really owns the customer experience
• Data quality
• In many cases this data is invisible to you
• Lacking the analytical skills

• Make invisible dots visible
• Create a channel-independent,
persistent identity for each
consumer
Connecting the dots

Surfacing invisible dots:
Register each consumer
interaction

• Who came to your stores?
Visit store
Visit store
Visit store
interaction

Visit store
Visit store
Visit store
• Who visited your website on
desktop?
Visit
website
Visit
website
interaction

Visit store
Visit store
Visit store
Visit
website
Visit
website
• Who visited your website on desktop?
• Who visited your website on mobile
web?
• Who used your app?
• Who received ad impressions from you?
Receive ad
Visit mobile
app
Receive ad
interaction

That is channel independent and lasts over time
Creating a persistent
customer identity
Visit store
Visit store
Visit store
Visit
website
Visit
website
Receive ad
Visit mobile
app
Receive ad

What “identity” data do we have regarding consumers?
So where do we start…
• Email
• Cookies
• IP Addresses
• Mobile IDs
Digital
• Name
• Address
• Order History
• Email
• Phone
• Preferences
• Age
• Gender
Offline

39
What can we use as a persistent, cross-channel,
longitudinal identity?
ID Type Persistent?
Cross-chanel
Longitudinal?
In-Store Website Mobile App Ad Impression
Offline
Name Yes No No No No Yes
Address No No No No No No
Order History No No No No No No
Email No No No No No No
Phone No No No No No No
Preferences No No No No No No
DOB Yes No No No No Yes
Gender Yes No No No No Yes
Digital
Email
Cookies No No Yes No No No
IP Address Yes No Yes Yes Yes No
Mobile IDs Yes Yes Yes Yes Yes Yes

A mobile device ID can:
• Function as a persistent key
• Be associated with digital
behavior
• Be associated with mobile
behavior
• Be associated with in store
behavior
Once you have a mobile ID you
can continue to track activity
against it

Use Case (Website visits to unique users):
Large retailer,
customers and
prospects visit their
website via
fashionx.com
Spending $10M
quarterly on digital ad
campaigns to drive
prospects to their
website
“FashionX” is interested in
(a) Identifying visitors who arrived after
receiving ads
(b) knowing more about these visitors
((Demographics, Home & Work,
Hangouts and Interests)
(c) Identifying how these consumers
are different than those who did not
respond to thje campaign
MW pixels added to ad
creatives, returning
impression logs data (e.g.,
IP, Timestamp and “Cookie
ID”). Similar information
was also culled from the
weblogs of FashionX.com
52% of unique ad
recipients were mapped
to known individuals and
over 14% were later
identified on
FashionX.com
MW applied its proprietary ID
graph algorithm to map ad
recipients and web-site visitors ,
resulting in the identification of
ad recipients who visited website.
“Portraits” of these consumers
were then generated
52%FashionX

How to get started
Figure out what you are
missing
Connect Across
Channels
Pick a channelExisting Data
• Understand what you
already have across
the business
• What do you have
easy access to
• What is other high
value data exists that
you should integrate
• “Collect” the dots
• How can you bring the
invisible interactions
to light
• How can you augment
what you have with
third party data
• Start with a single key
channel
• Fill in the missing data
pieces
• Create your key
• Build the connection
across data points
• Connect two key
channels
• Add additional data
• Leverage your
persistent key
• Apply additional
analytics to support
attribution

And once you get started
you can
figure out
•Who is receiving my
advertising
•Who is coming to my site
•Who is going into my stores
•How is my marketing spend
impacting my revenue

44
Consumer Intelligence Solutions
SCALE
3+ years
of consumer
behavior data
1.5 B+
unique devices
30+
countries
Data from 75K
Mobile Apps
IDENTITY
Persistent Key
Online Behaviors
Offline Behaviors
Cross-Channel
INSIGHTS
SOLUTIONS
Data Enrichment
Analytics
Audience Segments
Identity
Demographic and Behavioral
Geographic and Location
Competitive
TV Attribution

Mobilewalla - Building a Persistent Consumer Identity

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