Jay Calavas, Tealium A company’s first-party data is undoubtedly a growing source of competitive advantage and the critical element in developing a unified customer view. Because of traditional marketing approaches, we often wait until a potential customer has provided a source of identity before focusing on the delivery of a personalized customer experience. But the opportunity to start building a better customer understanding and comprehensive engagement approach much earlier is not only possible – it’s increasingly paramount. In this session, Jay Calavas, Chief Innovation Officer at Tealium, will redefine the notion of ‘anonymous’ data and detail how today’s marketers can leverage rich, first-party customer and visitor data long before an identifier is captured.

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THE DEATH OF
‘ANONYMOUS’
Jay Calavas, Chief Innovation Officer, Tealium
And special guest

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ANONYMOUS:
1. OF UNKNOWN AUTHORSHIP OR ORIGIN
2. NOT NAMED OR IDENTIFIED
3. LACKING INDIVIDUALITY, DISTINCTION,
OR RECOGNIZABILITY

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CLUMSY MARKETING W/
DISTRACTED CONSUMERS

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Business As Usual
5
Cart abandoned
On desktop
Personalization Begins
Completes purchase,
provides email address
POINT OF
IDENTIFICATION
Browses four webpages
on mobile
Browses three
webpages on desktop
Traditional focus with unknown has been
retargeting Based on 3rd party data
Watches Video
Location
Retargeting
3rd Party Data Focus on email as primary marketing
experience, Need that identifier before we can
personalize
We Meet!

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Ad Networks
Affiliate Marketing
Recommendations
SEO
Mobile
Display Retargeting
Social
Live Chat
Personalization
Email
Phone/Direct
Channels Incapable of Engagement

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“Anonymous” ≠ data-poor
“Anonymous” behavioral profiles
• High fashion fan
• Shopping for male
• Most browsed category: shirts
• Prefers size medium fitted
• Prefers animal prints
• Last visited two days ago
• High value browsed products
• Cart Abandoner

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Add all to
visitor
profile
• Active shopper
• High fashion fan
• Shopping for male
• Most browsed category: shirts
• Prefers size medium fitted
• Prefers animal prints
• Last visited two days ago
• Cart abandoner
Rich unknown profiles

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FIRST-PARTY DATA TO THE RESCUE

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WEB OF COMPLEXITY
Siloed Systems
Primary Keys
Third-Party
Cookie Pools

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UNTANGLING THE WEB
Creating the Deterministic Key Ring™
Customer Cookie
Customer ID
Loyalty ID
Facebook ID
Order ID
Tealium Cookie
DoubleClick ID
Coupon
ID
• Moving away from the notion of a
primary key
• Using an accumulation of unique
identifiers, based on individual
• Ability to document and persist
• Cross device and data set
• Optimize match rates

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Ad Networks
Affiliate Marketing
Recommendations
SEO
Mobile
Display
Social
Live Chat
Personalization
Email
Phone/Direct
Channels Unlocked for Engagement

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Omnichannel
Marketing
1st party data enables
companies to engage
customers at every point of
interaction across their
journey

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Omnichannel
Marketing
Four Steps to Nirvana
Real-time collection, stitching,
enrichment and segmentation
Ability to unlock MarTech
channels via Deterministic Key
Ring™
Unified data layer across all
touchpoints, online and offline
Integrations that enable action
across all marketing channels

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Customer
Journey
UTOPIAN STATE
A unified customer view
Across channels and devices
From the moment we meet them
Available in real-time
…we knew them all along!

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Modern Approach
Cart abandoned
On desktop
Personalization Begins
Completes purchase,
provides email address
POINT OF
IDENTIFICATION
Browses four webpages
on mobile
Browses three
webpages on desktop
Behavioral profile begins the moment we meet
Demographics
Location
Keywords
Identification is enriched with the long tail of
behavioral insights
We Meet!

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ANONYMOUS (REDEFINED):
1. DATA ASSOCIATED WITH BEHAVIOR
2. ACTIONABLE ACROSS ALMOST ALL
MARKETING CHANNELS
3. EXTENDED INTO KNOWN PROFILE ONCE
AUTHENTICATION OCCURS

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NOT ALL VENDORS
ARE CREATED EQUAL

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CHALLENGE THEM
TO A DATA OFF!!!!

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THANK YOU!

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Thank You
for joining us for DV16!

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