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.
36. Todd Schoenherr
VP Product, Signal
tschoenerr@signal.co
www.signal.co
@Signal
Thanks!
Richard Joyce
Senior Analyst, Forrester Research
rjoyce@forrester.com
Notas do Editor
Cross-channel data collection and identity resolution to create people vs. cookie-based profiles
Deterministic identification powered by a first-party, “always on” identity graph vs. a 3rd party vendor graph
Audience segmentation and data onboarding capabilities for matching to a trusted high quality identity pool that powers targeting and media activation
Data feeds to advertising end points, and to analytics partners for media optimization, response attribution and closed-loop analytics
Shared devices - Personal devices - Shared experiences = All of which allow customers to be influenced and influence others
Customers today are in control of why, what, and who they pay attention to, as well as when and where – more power than they have ever had before.
Mobile has become ubiquitous – the dominant screen
5.5% growth rate
Mobile data allows us to do more for the marketer:
Why - The data that is being collected is richer than desktop
Whats happening - Cross device in the past has been about connecting desktop users to mobile – that’s shifted to connecting mobile users to desktop
What does that do - Mobile data is helping close the loop between offline and online – an example, verifying that OOH is in the right location by analyzing location based data across content consumption and interest data
Total US – 3.3 devices
Even among the older generations we see at least 2
From a reach and awareness perspective – customers are influenced by an assortment of messages from a variety of sources
The second that interest is shown on the part of the customer, a new layer of engagement attempts to mold the customer experience
And advertisers cultivate that relationship to drive home the behavior they want
Each interaction and engagement that a customer shares with you provides you with a more complete picture of your customer
Through desktop – loves football
Through apps – is into men’s fashion, subscribes to GQ, and likes Gisele Bundchen
Through credit card data – we know that this person is high income
Through mobile location data – we know that this person visited Rag and Bone recently
There are a bunch of identifiers out there that help us go from knowing devices to knowing people
They fall on 2 spectrums – multichannel/multi session – like 3rd party cookies or statistical IDs – and individual association – like social handles or account login information
Combining multichannel identifies with individual identifiers helps to recognize customers not just devices
Consistency and relevancy are essential for maintaining their respect and attention
And when advertisers fail – customers feel like they’ve been left hanging
Well, there are 4 major media and marketing implications:
Targeting – today, advertisers can only target a user through one, maybe 2 channels. Which impacts how relevant and consistent messaging can be. But managing customer identity more effectively should also allow us to find more customers like them.
Personalization – without the ability to recognize when a customer is engaging with you on a smart phone, versus a desktop, creating a personalized experience for that user will be difficult. So if your goal is personalization, customer recognition is paramount.
Measurement – again customer recognition is the key to more effective measurement. If you can’t determine whether or not you’ve reached the same customer across multiple touchpoints, you won’t be able to accurately tell what’s working and what isn’t.
Lastly, optimization – which goes hand in hand with measurement.
So if we want to make targeting, personalization, measurement, and optimization better – we have to start at customer identification and recognition. And now Todd will talk to you a little bit about how you might be able to start this process.
If you don’t know what you don’t know, ask yourself these questions to be aware of what you might be missing:
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 like customer or loyalty number that can be anonymized?
Promotions Team: Maybe your promotions team has been collecting information at events that can be tied to users?
Social and mobile teams: Do they have access to unique identifiers like social IDs?
Provide compelling reasons for your customers to provide identifiers!
If you don’t know what you don’t know, ask yourself these questions to be aware of what you might be missing:
Six Questions to Help You Get Started
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?
Offline data: What might be collecting offline? i.e. POS?
Loyalty
Provide compelling reasons for your customers to provide you identifiers!
1. Be flexible. Roles will change. Technology is useless without organizational alignment and setup to maximize it.
2. Cross-channel champions to help leverage use cases across silos. The only way to effectively make this data actionable is by having a fluid budget that can be invested according to your customer’s behavior. Without a fluid budget, you risk missing out on opportunities to scale success.
3. If you truly want to take advantage of targeting, personalization, and measurement, your audiences must be universal across all marketing channels.