DV 2016: Driving Contextual Experiences in the Anonymous Era

© 2016 Tealium Inc. All rights reserved. | 2
Driving Contextual Experiences
in the Anonymous Era
Andrew Jones, Industry Analyst

Andrew Jones
Industry Analyst
Andrew is an independent industry analyst focused on customer
identity and personalization. He was previously an analyst at
VentureBeat Insight, where he helped establish the research practice,
and Altimeter Group. His background is primarily in tech, research, and
marketing, although he also served in the Peace Corps.
Headshot
Here
@andrewjns

Marketing has changed
From message-centric...

Marketing has changed
…to customer-centric
Know
Engage

Are you ignoring 97% of your audience?

Historical efforts focuses on “known”
Ignore
Engage

Progressive Profiling: Learning Over Time
Visit 1 Visit 2 Visit 3 Visit 4
Anonymous Known

 Active shopper
 Bargain hunter
 Shopping for male
 Most browsed category: shirts
 Prefers size medium
 Prefers darker colors
 Last visited two days ago
 Cart abandoner
 Hundreds of other data points...
Profile A: Anonymous
 Email address: Jondoe123@hotmail.com
 Name: Jon
 Purchased a hat 13 months ago
 Hasn’t opened promo emails
Profile B: Known
“Anonymous” doesn’t mean data-poor

Contextual Relevance: Not just for Amazon

Data Distinctions
Anonymous Known
3rd-party1st-party
? ?
? ?

Anonymous Known
3rd-party1st-party
Data quality
Scale
Data quality
Scale
Data quality
Scale
N/A
First-party, anonymous data: the sweet spot

Using anonymous data
1. Better engage anonymous visitors
a. Ads
b. Website
c. Mobile
2. Richer profiles for known users
a. Email
b. Direct

1. Advertising
A. Retargeting B. Lookalike audiences
2. Website
A. Live Chat B. Product recommendations
C. SEO D. Content personalization
3. Mobile
A. Push notification B. In-app engagement
Anonymous use cases

51% of organizations
are using more than 20
different digital
marketing solutions
—According to a 2015 study conducted by Econsultancy and Tealium

Marketers today: Blind men and the elephant

1. Advertising
2. Website
3. Mobile
Anonymous use cases

• Segmenting visitors based on the cabins
they browse or purchase
• Run more targeted Optimizely tests as a
result
• Using primarily anonymous behavioral
data, but can also be combined with
loyalty data
• 11% lift in bookings so far
Case Study: Cathay Pacific

• Active shopper
• Newest trends
• Shopping for female
• Most browsed category: shoes
• Prefers size small
• Prefers lighter colors
• Last visited two days ago
• Cart abandoner
.
.
.
• Name: Jane
• Email: Janedoe19@hotmail.com
Known use cases: richer profiles
Add to
user
profile

1. Earlier collection, starting when visitors first reach your website
2. Collected and usable in real-time, not after the fact
3. Consolidated profiles, rather than siloed data points
Requirements:

Will you continue to neglect the majority?

Summary
 Marketing has changed, enabling greater contextual relevance
 Yet we are neglecting 97% of our audience
 Historical efforts are based on limited data, at best
 Yet so much insight is available
 First-party anonymous data offers quality and scale
 Use cases: ads, web, mobile, email, etc.
 Data requirements:
– Start collection sooner
– Available in real-time
– Unified and centralized

AUDIENCE Q&A

Thank You
andrew@andrewmjones.com
@andrewjns

DV 2016: Driving Contextual Experiences in the Anonymous Era

More Related Content

What's hot

Viewers also liked

Similar to DV 2016: Driving Contextual Experiences in the Anonymous Era

More from Tealium

Recently uploaded

DV 2016: Driving Contextual Experiences in the Anonymous Era

Editor's Notes