One Profile To Serve Them All: How a Unified Customer View Enables Marketing Success By Troy Steen

One Profile To Serve Them All: How a Unified Customer View Enables Marketing Success

Troy Steen

Sr. Manager, Digital Analytics & eCommerce

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

@TroySteen

Collect Unify Enhance Optimize

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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 ID Campaign Detail

Youtube Page First Party ID Campaign Detail

VOC ID Analytics ID First Party ID

Email ID First Party ID

Analytics ID First Party ID

Social ID First Party ID

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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] }

Collect Unify Enhance Optimize

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Map common themes across channels

Digital Keyring

Marketing Automation

Unknown Visitor

Offsite Content

Advertising CRM

Auth. Visitor

ERP

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Define connection points

MongoDB Digital

Keyring

Object

Object

Object

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Update for a singular view

MongoDB Digital

Keyring 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

Collect Unify Enhance Optimize

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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

Collect Unify Enhance Optimize

Real Time Campaign Alerts

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Messaging Services to Alert Systems & Marketers

MongoDB Spark Message 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 Identity Array

Display Impression

Log

Reporting (Relational)

Ad Exchange

API

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Produces Operational Reporting

Spark

Central Identity Array

Display Impression

Log

Reporting (Relational)

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 systems

Rotational Test Candidates

It’s time to stop interrupting and start conversing.

@TroySteen