One Profile To Serve Them All:How a Unified Customer View Enables Marketing SuccessTroy SteenSr. Manager, Digital Analytics & eCommerce

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

@TroySteen

CollectUnifyEnhanceOptimize

Send every interaction

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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

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Gather keys along the way

First Party IDCampaign Detail

YouTube PageFirst Party IDCampaign Detail

VOC IDAnalytics IDFirst Party ID

Email IDFirst Party ID

Analytics IDFirst Party ID

Social IDFirst Party ID

Flexible data structure required

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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

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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

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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]}

CollectUnifyEnhanceOptimize

Let your stitching work for you

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Map common themes across channels

Digital Keyrin

g

Marketing Automation

Unknown Visitor

Offsite Content

AdvertisingCRM

Auth. Visitor

ERP

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Define connection points

MongoDBDigitalKeyring

Object

Object

Object

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Update for a singular view

MongoDBDigitalKeyring Spark

Object

Object

Object

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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: “da14f64f2ad83d28d9aa09303a2b149421457399216”,

Casale Media: [“Vt4lsMAoIi0AAGw9g6YAAADn”, “VhN78cAoIo8AAFZdDLYAAAC2”}

Distributed computing for real time classification

CollectUnifyEnhanceOptimize

Augment profile data with offsite interactions

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Capture Demographics

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Pairing your data set to enrich your insight

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Pull targeted lists for cross-channel promotions

First Party ID

MongoDB List

Marketing Automation

CollectUnifyEnhanceOptimize

Real Time Campaign Alerts

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Messaging Services to Alert Systems & Marketers

MongoDB SparkMessage Queue

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Let Marketers get back to Marketing

Includes insight for the marketer by campaign indicating next steps for improvement.

Marketing performance and vendor validation

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Validity of Display Impressions

Spark

Central IdentityArray

Display Impressio

n Log

Reporting (Relationa

l)

Ad Exchange

API

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Produces Operational Reporting

Spark

Central IdentityArray

Display Impressio

n Log

Reporting (Relationa

l)

Ad Exchange

API

Feeding CMS and optimization near real time

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Outputs for CMS & Optimization

MongoDB Spark

Dynamic Scoring

Next Best Offer

Campaign “Untargeting”

Test Candidates

Presentation Layer

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Putting into practice

Modular content

Rotational Test Candidates

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Pushing the winner across systemsRotational Test Candidates

It’s time to stop interrupting and start conversing.

@TroySteen