Master Cross-Channel Customer Recognition
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Learn how you can can more effectively recognize your customers and improve your cross-device targeting, personalization and measurement. Forrester Analyst Richard Joyce and Signal VP of Solutions Todd Schoenherr show what you need to know and how to start building your customer identity and recognition strategy today.
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Master Cross-Channel Customer Recognition
- 1. Featuring Richard Joyce Master Cross-Channel Recognition
- 2. 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 Joyce Senior Analyst Todd Schoenherr VP Product
- 3. 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
- 4. 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!
- 5. 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
- 6. 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
- 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 The elusive modern day customer
- 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 The Age of the Customer
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Real people – truly multi-dimensional
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Their attention is fragmented
- 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Their experiences have become complex
- 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Interactions provide more understanding
- 13. © 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
- 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Not recognizing has a negative effect
- 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 So how can we connect the dots?
- 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Deterministic matching
- 17. © 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
- 18. © 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
- 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Probabilistic matching
- 20. © 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
- 21. © 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
- 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Advice mallard: consider this…
- 23. © 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 Login Paywalls, Secure Logins, Apps Scarce and Unique Stable Scheduled Account Info CRM, Loyalty Programs Scarce and Unique Stable Scheduled Email CRM, Purchase, Loyalty Programs, volunteered Scarce Stable Scheduled Address CRM, Purchase, Loyalty Programs, volunteered Scarce Stable and lasting Scheduled Phone Number CRM, 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 IDS DSPs, DMPs, Ad Networks Common Unstable Real Time 3rd party segments Multiple Offline 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
- 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 What can we gain from connecting the dots?
- 25. © 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
- 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 What should I do next?
- 27. 5 Steps to Lay the Foundation for Your Customer Identity Strategy
- 28. 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 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
- 29. 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 SocialPOS Mobile Promotions
- 30. 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.
- 31. 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
- 32. 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 endpoints DSPs, DMPs, email systems, content personalization platforms, or data warehouses Accessible: ➜ Integrations that enable an efficient, seamless flow of data Actionable: ➜ An “always-on” identity graph to deterministically matching cross- channel identifiers to recognize and engage consumers in real time
- 33. 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
- 34. 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
- 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 35
- 36. Todd Schoenherr VP Product, Signal tschoenerr@signal.co www.signal.co @Signal Thanks! Richard Joyce Senior Analyst, Forrester Research rjoyce@forrester.com
Editor's Notes
- Cross-channel data collection and identity resolution to create people vs. cookie-based profiles Deterministic identification powered by a first-party, “always on” identity graph vs. a 3rd party vendor graph Audience segmentation and data onboarding capabilities for matching to a trusted high quality identity pool that powers targeting and media activation Data feeds to advertising end points, and to analytics partners for media optimization, response attribution and closed-loop analytics
- Shared devices - Personal devices - Shared experiences = All of which allow customers to be influenced and influence others Customers today are in control of why, what, and who they pay attention to, as well as when and where – more power than they have ever had before.
- Mobile has become ubiquitous – the dominant screen 5.5% growth rate Mobile data allows us to do more for the marketer: Why - The data that is being collected is richer than desktop Whats happening - Cross device in the past has been about connecting desktop users to mobile – that’s shifted to connecting mobile users to desktop What does that do - Mobile data is helping close the loop between offline and online – an example, verifying that OOH is in the right location by analyzing location based data across content consumption and interest data
- Total US – 3.3 devices Even among the older generations we see at least 2
- From a reach and awareness perspective – customers are influenced by an assortment of messages from a variety of sources The second that interest is shown on the part of the customer, a new layer of engagement attempts to mold the customer experience And advertisers cultivate that relationship to drive home the behavior they want
- Each interaction and engagement that a customer shares with you provides you with a more complete picture of your customer Through desktop – loves football Through apps – is into men’s fashion, subscribes to GQ, and likes Gisele Bundchen Through credit card data – we know that this person is high income Through mobile location data – we know that this person visited Rag and Bone recently
- There are a bunch of identifiers out there that help us go from knowing devices to knowing people They fall on 2 spectrums – multichannel/multi session – like 3rd party cookies or statistical IDs – and individual association – like social handles or account login information Combining multichannel identifies with individual identifiers helps to recognize customers not just devices
- Consistency and relevancy are essential for maintaining their respect and attention And when advertisers fail – customers feel like they’ve been left hanging
- Well, there are 4 major media and marketing implications: Targeting – today, advertisers can only target a user through one, maybe 2 channels. Which impacts how relevant and consistent messaging can be. But managing customer identity more effectively should also allow us to find more customers like them. Personalization – without the ability to recognize when a customer is engaging with you on a smart phone, versus a desktop, creating a personalized experience for that user will be difficult. So if your goal is personalization, customer recognition is paramount. Measurement – again customer recognition is the key to more effective measurement. If you can’t determine whether or not you’ve reached the same customer across multiple touchpoints, you won’t be able to accurately tell what’s working and what isn’t. Lastly, optimization – which goes hand in hand with measurement. So if we want to make targeting, personalization, measurement, and optimization better – we have to start at customer identification and recognition. And now Todd will talk to you a little bit about how you might be able to start this process.
- If you don’t know what you don’t know, ask yourself these questions to be aware of what you might be missing: 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 like customer or loyalty number that can be anonymized? Promotions Team: Maybe your promotions team has been collecting information at events that can be tied to users? Social and mobile teams: Do they have access to unique identifiers like social IDs? Provide compelling reasons for your customers to provide identifiers!
- If you don’t know what you don’t know, ask yourself these questions to be aware of what you might be missing: Six Questions to Help You Get Started 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? Offline data: What might be collecting offline? i.e. POS? Loyalty Provide compelling reasons for your customers to provide you identifiers!
- 1. Be flexible. Roles will change. Technology is useless without organizational alignment and setup to maximize it. 2. Cross-channel champions to help leverage use cases across silos. The only way to effectively make this data actionable is by having a fluid budget that can be invested according to your customer’s behavior. Without a fluid budget, you risk missing out on opportunities to scale success. 3. If you truly want to take advantage of targeting, personalization, and measurement, your audiences must be universal across all marketing channels.
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