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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. 1. Featuring Richard Joyce Master Cross-Channel Recognition
  2. 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. 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. 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. 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. 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. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 The elusive modern day customer
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 The Age of the Customer
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Real people – truly multi-dimensional
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Their attention is fragmented
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Their experiences have become complex
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Interactions provide more understanding
  13. 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. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Not recognizing has a negative effect
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 So how can we connect the dots?
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Deterministic matching
  17. 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. 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. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Probabilistic matching
  20. 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. 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. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Advice mallard: consider this…
  23. 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. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 What can we gain from connecting the dots?
  25. 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. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 What should I do next?
  27. 27. 5 Steps to Lay the Foundation for Your Customer Identity Strategy
  28. 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. 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. 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. 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. 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. 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. 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. 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 35
  36. 36. Todd Schoenherr VP Product, Signal tschoenerr@signal.co www.signal.co @Signal Thanks! Richard Joyce Senior Analyst, Forrester Research rjoyce@forrester.com

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