Activating the Connected Traveler - Online-Offline Data Enablement

1 © 2015 Merkle. All Rights Reserved. Confidential

Activating the Connected

Traveler

Online-Offline Data EnablementData Management, Data Integration and Analytics

Peter RandazzoChief Agency Technology Officer


The core of marketing success is the Connected Customer View

Social

Print

Direct Mail

Display

Search TV/Video

Mobile

Site

Product

LTV Segment

Demographics

Life Events

Call cente

r

Meetings

Email

• Consolidated view of the consumer across all touchpoints

• Allows clients to analyze their programs in context of the whole picture

• Valuable insights on consumer value, attitudes, and behaviors

• Provides foundation for effective measurement

• Multi-media, multi-channel optimization based on facts

Watch this presentation in Merkle’s Activating the Connected Traveler on-demand webinar series

http://bit.ly/1ovcLDb




Marketing technology ecosystem will change but the need for connectivity and integration will not change

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Leverage data and build context as

the consumer moves up, down

and sideways through the funnel

Deliver content as a compelling, singular

experience that moves and contours around

the consumerUse connectivity to enable

measurement and targeting where

ever the consumer chooses to engage

Your ability to create connectivity across experiences will:






There is a constantly evolving definition of “identity” in the digital world

EmailCookie

IP addressDigital set top ID

Mailing address CookieDevice ID

Probabilistic IDAdIDIDFAFbID

@TwitterHandle

70’s 80’s 90’s Today

12 Main StreetPhiladelphia, PA

EmailPhone number

00’s

617-555-072812 Main StreetPhiladelphia, PA 617-555-0728


[email protected]

617-555-0728


[email protected]

#JohnnyDoe

011001000100110001//

asdohs.hhd.net

617-555-0728


[email protected]

#JohnnyDoe

011001000100110001

//asdohs.hhd.net

[email protected]

Pinterest: jdoe

JD’s iphone

011001000100110001

011001000100110001

//asdohsd.asiudhscns/html

There is a constantly evolving definition of “identity” in the digital world






What are the other challenges?

Industry Regulators

An Army ofAdTech Companies

Walled GardenBuilders






• Sell the vision of integration but miss the mark by miles• Accidental architectures that create more problems than

they solve

• Consumer data protection policies that limit 1:1 marketing efforts• Excessively conservative application of the policies by

companies that even break the most basic mechanisms for measurement

• Creating silos of identity and experiences• Business practices to maintain the value of the data asset

creates limited cross platform measurement and tracking

Death by 1000 cuts

On top of this, companies believe identity management is a simple, single component that can be purchased and plugged into the solution.

Walled Gardens

An Army of AdTech

Companies

Industry Regulators






Graphing the identity






Digital Identity

Device Identity

Terrestrial Identity

Graphing the identity






Double clicking device identity

Deterministic Probabilistic

Characteristic

Device Behavior

Cookie

Advertising Identifier






Deterministic identifiers

Domain Identifiers Specific Identifiers

Cookie

App ID

Browser/app

centric

AdFA

AdID

Devicecentric






Probabilistic identifiers

Characteristics Usage

Versions | Configuration | Settings

Probabilistic Engine

Origination | Destination | Time of Day

Probabilistic Engine






The role of the platform

Consumer Data Integration

Terrestrial Identity

Associations

IdentifyGovernance

ReferenceBase

Digital Data Integration

Device/DigitalIdentity

Associations

IdentifyGovernance

ReferenceBase

Device graphs to associate cross-device events

Probabilistic device identification engine to

recognize device reoccurrence

Historical Consumer Reference

Base

Finds offline audiencesin the digital world

An identity rules engine to manage

identity associations






The 5 must have functions for identity management

Customer Data Integration

Digital Data Integration

Data Onboarding

Digital Distribution

Cross-Device

Integrating terrestrial identities into the identity graph

Integrating device and digital identities into the identity graph

Appending device and digital identities to 1st & 3rd party data for online targeting

Connecting disparate cookie pools to move assets from one execution platform to another

Expand and connect audience pools across deterministic and probabilistic device identifiers

The functions provide the capabilities, but every organization must also have a person who owns the identity management strategy






A connected traveler conversion example

John D Customer # 1234

1. John D, a prospect, is sent a direct mailing to his home offering him and his family a discounted Trip of a Lifetime for him and his family.

2. When he surfs the web on his mobile a display ad is shown on his favorite newspaper site behind their paywall espousing the benefits of the discounted family vacation.

3. Reminded of his earlier direct mail, from his mobile he calls the number on the display ad for more information. He requests information via email.

4. John is sent an email with the requested information.

5. John opens the email on his mobile device at home.

6. John clicks the email on his mobile device at home.

7. John decides to purchase, searches on brand terms, and clicks a paid search branded ad on his home computer.

8. John completes his vacation purchase booking DIRECTLY on supplier site.

Feb 1

Feb 2

Feb 8






Linking online, offline, known & anonymous data

Introducing the Customer Event Stream

User ID Date Time Event ID Event Desc House_ID Phone_ID Cookie_ID Email_ID Mobile_ID

1234 2/1/2015 DM437 DM Delivered 1234 5555

2/2/2015 3:05 pm DI9076 Display Impression PPPP

2/2/2015 3:06 pm CC068 Inbound Call Center

mmmm PPPP

2/2/2015 5:05 pm EM087 Sent Email mmmm

2/2/2015 9:30 pm EM088 Opened Email mmmm

2/2/2015 9:30 pm EM089 Clicked Email 1234 CCCC mmmm

2/6/2015 9:00 pm PS674 Clicks Paid Search SSKK

1234 2/6/2015 9:15 pm Q8740 Completes Quote 1234 5555 SSKK mmmm

Consumer Event Table

DM Delivered2/1/15

Shown Display Ad 2/2/15 3:05pm

Calls 800# Requests Info and gives email2/2/15 3:06 pm

Clicks Branded Paid Search Ad 2/6/15 9:00 pm

Sent Email2/2/15 5:05pmOpens Email2/2/15 9:30 pm

Completes transaction on site2/6/15 9:15 pm






If I can connect identities, I can connect experiences

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote

Consumer Event Table

Event Meta Data

Event ID EM088

Device Mobile-Samsung Galaxy X5

Creative A2346 A trip of a Life Time

Offer OI92365 $150 Discount Family Vacation

Product P978 7/6 All-inclusive

DM Delivered2/1/12

Shown Display Ad 2/2/12 3:05pm

Calls 800# Requests Info and gives email2/2/12 3:06 pm

Clicks Branded Paid Search Ad 2/6/12 9:00 pm

Sent Email2/2/12 5:05pmOpens Email2/2/12 9:30 pm

Completes quote request on site2/6/12 9:15 pm

Introducing the Customer Event Stream






The event stream enables attribution

15% 20%20% 40% 5%

Event Cost

Attributed

Credit Value

DM Delivered $.35 .15 $300

Display Impression $.001 .20 $400

Inbound Call Center Experience $10.25 .40 $800

Sent Email $.02 .20 $400

Paid Search Ad $.03 .05 $100

Predicted Customer LTD: $2,000User Level Attribution

Program Level Attribution

This scenario represents success in that the predicted customer value is realized/confirmed and there is a strong program ROI. Next step is to “operationalize” this scenario for maximum impact.

Campaign Display-DSP

Spend $10,000 Impressions 102,504,000

Inquires 320

Orders 45

Cost Per Order $222

Total Value $45,000

ROI 350%






Event streams are the foundation for determining next best interaction

User ID Date Time Event ID Event Desc

1234 2/1/2012 DM437 DM Delivered

1234 2/2/2012 3:05 pm DI9076 Display Impression

1234 2/2/2012 3:06 pm CC068 Inbound Call Center

1234 2/2/2012 5:05 pm EM087 Sent Email

1234 2/2/2012 9:30 pm EM088 Opened Email

1234 2/2/2012 9:30 pm EM089 Clicked Email

1234 2/6/2012 9:00 pm PS674 Clicks Paid Search

1234 2/6/2012 9:15 pm Q8740 Completes Quote

© 2015 Merkle. All Rights Reserved. Confidential18

Email reminder prior to visit

?

Receives package details

Builds Itinerary

Imagery related to “the good life” segment

Set reminders for “don’t miss” events






Investing in identity management pays off

Fortune 100 company was able to double existing email trigger program revenue by improving site identity data capture• Email web triggers have 2x newsletter revenue

Mobile advertising performance metrics improved over 200% once accounted for cross device• 40% of desktop purchases had a mobile touch prior

to purchase

Large High-Tech company saw a 13% to 15% percent increase in lift in existing DM and Email predictive models once site behavioral data was added






Key Takeaways

• What is the state of my current identity strategy and who owns it?

• How useful is my privacy policy in enabling comprehensive identity management?

• What is the state of my event data management program? Is my event data prepared to take advantage of the ecosystem of one?






Peter Randazzo

THANK YOU!

Chief Agency Technology Officer

[email protected]

www.linkedin.com/in/randazzo






Activating the Connected Traveler - Online-Offline Data Enablement

Marketing

Transcript of Activating the Connected Traveler - Online-Offline Data Enablement