One Profile To Serve Them All: How a Unified Customer View Enables Marketing Success

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Troy Steen, Manager, Analytics and Commerce, Dell For many consumers, the digital landscape is a series of disjointed and disconnected experiences. To create more cohesion in the face of new technologies and data sources, brands must embrace a strategy for creating and optimizing universal customer profiles that can be shared across marketing execution system to create more consistent experiences. Learn how Dell created a finely tuned customer acquisition strategy that relies on first-party data and customer profiles to drive more personalized, in-the-moment experiences across brand channels. Learn the strategy, best practices and tools that Dell uses to delight customers, achieve its omni-channel goals and stay ahead of the competition.

Every touchpoint is a
chance to have a
conversation with our
prospect.
@TroySteen

5 @TroySteen
Meet your prospects on their terms
Visits a
Publisher
Site
Sees an ad
on Youtube
Leaves a
comment
Opens an
Email
Reads a
Blog Post
Likes a
Facebook
Post

6 @TroySteen
Gather keys along the way
First Party
ID
Campaign
Detail
YouTube Page
First Party ID
Campaign
Detail
VOC ID
Analytics ID
First Party
ID
Email ID
First Party
ID
Analytics ID
First Party
ID
Social ID
First Party
ID

8 @TroySteen
Data availability will change
depending on the interaction
• Email ID
• First Party
Cookie ID
Email
Collector
• Email ID
• First Party
Cookie ID
• Web Analytics
ID
Site Visit
• First Party
Cookie ID
• Social Network
ID
Social
Advertising

9 @TroySteen
Creating an ingestion dilemma
•Email ID
•First Party
Cookie ID
Email
Collector
•Email ID
•First Party
Cookie ID
•Web Analytics
ID
Site Visit
•First Party
Cookie ID
•Social Network
ID
Social
Advertising

$10 @TroySteen Document Database aligns to extract value • Email ID • First Party Cookie ID Email Collector • Email ID • First Party Cookie ID • Web Analytics ID Site Visit • First Party Cookie ID • Social Network ID Social Advertising { First Party: “03fce5e6-b4fd-4420- f7e28812”, Last Campaign: “Solution Leaderboard Banner”, Role: “Influencer”, Cost to Register: “178.13”, Known Emails: [“tsteen@gmail.com”, troy_steen@dell.com] }$

13 @TroySteen
Map common themes across channels
Digital
Keyrin
g
Marketing
Automatio
n
Unknown
Visitor
Offsite
Content
Advertisin
g
CRM
Auth.
Visitor
ERP

14 @TroySteen
Define connection points
MongoDB
Digital
Keyring
Object
Object
Object

15 @TroySteen
Update for a singular view
MongoDB
Digital
Keyring
Spark
Object
Object
Object

$16 @TroySteen Central Identity Array Spark { First Party: [“03fce5e6-b4fd-4420- f7e28812”, “7e80b146-a1ec-48e3- 87aac133”, “7419602d-71e9-4691- b4dddcc9”, “c0fcf9d9-19c9-4ace-a0912f92”], Known Emails: [“tsteen@gmail.com”, “troy_steen@dell.com”, “troy.steen@software.dell.com”], DoubleClick: “da14f64f2ad83d28d9aa09303a2b14942145 7399216”, Casale Media: [“Vt4lsMAoIi0AAGw9g6YAAADn”, “VhN78cAoIo8AAFZdDLYAAAC2” } Distributed computing for real time classification$

20 @TroySteen
Pairing your data set to enrich your insight

21 @TroySteen
Pull targeted lists for cross-channel
promotions
First Party ID
MongoDB List
Marketing
Automation

24 @TroySteen
Messaging Services to Alert Systems &
Marketers
MongoDB Spark
Message
Queue

25 @TroySteen
Let Marketers get back to Marketing
Includes insight for the
marketer by campaign
indicating next steps for
improvement.

Marketing performance
and vendor validation

27 @TroySteen
Validity of Display Impressions
Spark
Central
Identity
Array
Display
Impressio
n Log
Reporting
(Relation
al)
Ad
Exchange
API

28 @TroySteen
Produces Operational Reporting
Spark
Central
Identity
Array
Display
Impressio
n Log
Reporting
(Relationa
l)
Ad
Exchange
API

Feeding CMS and
optimization near real
time

30 @TroySteen
Outputs for CMS & Optimization
MongoDB Spark
Dynamic
Scoring
Next Best Offer
Campaign
“Untargeting”
Test
Candidates
Presentation
Layer

31 @TroySteen
Putting into practice
Modular content
Rotational Test
Candidates

32 @TroySteen
Pushing the winner across systems
Rotational Test
Candidates

It’s time to stop
interrupting and start
conversing.
@TroySteen

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