Devon DeBlasio Across the Customer Journey Product ... · 8 What is getting in the way ? 1. Centricity - Disparate systems and silos. Fragmented business intelligence 2. Transparency

© 2019 eMarketer Inc.

Omni-channel Experience

Across the Customer Journey

How to build a predictive and effective audience

segmentation strategy for the modern

omnichannel journey

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Devon DeBlasio

Product Marketing Director

Neustar

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

September 24, 2019

Tech-Talk Webinar

PRESENTER

Webinar: Omni-channel Experience

Across the Customer Journey.

Devon DeBlasio


Neustar

How to build a predictive and effective audience segmentation strategy

for the modern omnichannel journey.

Consumers

expect a

frictionless

experience

©2018 Neustar Inc. All Rights Reserved 3

4

Across their

continuous

journey

Intelligent Marketing in the Moments that

Matter Most


Direct

Mail

Email

Magazine

Newspaper

Loyalty

Program

Online Video

Paid Social

Paid Search

Facebook

Pinterest

Organic Search

Cinema

National TV

FSI

Prospecting Display

Affiliate

Mobile

Radio

DR TV

Spot TV

Cable TV

Website

Retargeting

Awareness

Purchase

OOH

Catalog

Events

Sponsorships

ConsiderationIntelligent Marketing

in the Moments that Matter Most

A journey

made of

moments

BRANDS MUST WIN IN CUSTOMERS’ MOMENTS.

For Marketers,

every moment is

an opportunity

II

■

neustar.

! 23%

■ ,: ■ 2 ■ 1 ----

'1 TECH-TALK

8

What is getting in the way ?

1. Centricity - Disparate systems and silos. Fragmented business intelligence

2. Transparency – Channel centric view obfuscating single source of truth

3. Relevancy – Lack of granular trigger-based insight at the customer level

4. Efficiency - Disconnected omnichannel media and creative strategy

5. Accountability – Need for transparency, efficacy, and growth

6. Customization – Reliance on off-the-shelf segmentation models and tactics

9

So what do we need?

© 2017 Neustar, Inc. All Rights Reserved 10

A customer-

centric approach

to marketing


1. better identity

A single

persistent lens

of the customer

Identity Is the Connective Tissue for Customer-Centric Marketing

Connecting the dots across

people places and things to

provide a true customer-

centric view



Only 3% of US

companies reported having all channels connected so they can provide a cohesive, personalized omnichannel experience.

15

Building a connection between the offline and online world

Offline Online

16

A tale of two identity graphsCustomer vs consumer identity for customer vs consumer use cases with a focus on privacy

17

The Marketer’s holy grail

Use insight from known customer engagements to continually influence and optimize

consumer engagement in the unknown world.


DIGITAL ATTRIBUTES

MEDIA ENGAGEMENT

OFFLINE ATTRIBUTES

Creating a customer-centric identity graph

MEASUREMENT

TARGETING

SEGMENTATION

Connecting 1st, 2nd, and 3rd party data with engagement signal from addressable

omnichannel media and transactions.

Device Cross-Device

Offline to

OnlineOffline Only

Privacy

▪ Offline: Association of offline identifiers

into individuals and households (name,

address, phone, email).

▪ Offline + Online: Association of media

delivery IDs to offline individuals and

households.

▪ Device: Persistently identify the

downstream media delivery ID (cookie,

MAID, Pandora ID Smart TV ID).

▪ Cross-Device Graph: Association of

media delivery IDs that travel together

with households and individuals.

Identity is more than a cookie or ID



DIGITAL ATTRIBUTES

MEDIA ENGAGEMENT

OFFLINE ATTRIBUTES

An pseudonymized view of identity

MEASUREMENT

TARGETING

SEGMENTATION

Replacing personally identifiable information with artificial identifiers or identity keys create an

intelligent consumer identity graph for smarter targeting and measurement.


2. unified marketing

intelligence

Customization

and control of the

customer journey

©2018 Neustar Inc. All Rights Reserved

Identifying the key dimensions that

best describe your core customers

▪ Demographics

▪ Consumer Purchase Behaviors

▪ Attitude & Lifestyle Patterns

▪ Insurance & Financial Products

▪ Online/Offline Media Consumption

▪ 1st Party Behavioral Metrics

23

Identity-driven segmentation and intelligence

Paid

Search

Direct Integration

Moving beyond just AdTech to an omnichannel view of the customer’s journey requires both advertising as well as marketing partnerships and integration to extract insight.

EmailCHANNELS

DATA SOURCE

DATA TYPE

COLLECTION TYPE

Display /

SocialVideo Mobile

(browser)

DS3 EMSTBD

Impressions & Clicks

Custom Tagging & Pixel-less Integrations

ClicksOpens

/Clicks

DMPPublisher

ServedDCM

Identity Graph

Mobile (in-app)

SDK

Impressions

& Clicks

Website

EMSClient

Visits /

Views

Audience

Profiles

EMS3rd Party

Unstructured &

Taxonomized

Batch Files


Building an integrated MADTech ecosystem


Omnichannel activation and personalizationProviding relevant personalized communication and then optimizing based on engagement

signal across those addressable channels offline and online.


3. integrated

measurement


Predictive

analytics that

drive results


Measurement of the complete customer journey

Custom

Strategic

Business

Analytics

Understand the factors that drive your business, and

make informed decisions to maximize performance.

Tactical Marketing Analytics

Optimize addressable media

with agility, down to the

placement and creative levels.

Audience Analytics &

Activation

Find and reach the right audiences for your brand

and products.

To drive strategic, tactical, and predictive decisions


Start with the converters that were influenced by marketing

Incremental

Credits

Converters

© 2019 Neustar Inc. All Rights Reserved 31

Use attribution to measure incremental impact on audiences

Converters

Incremental

Credits


Define customers who were influenced most

Converters

Incremental

Credits


Discover new audiences with the same incrementality


Connect with those valuable prospects along their journey

STEP 5

Measure

STEP 4

Syndicate

STEP 1

Connect

STEP 3

Target

STEP 2

Normalize

Display

Mobile

Social

Direct Mail

Email

Call Center

Website

TV

Scale

Accuracy

Business Intelligence

Journey Modeling

Channel Attribution

Ad Tech Signals

In-Store Purchases

Mobile App

Offline Interactions

Digital Display

Digital Transactions

Log-in & Loyalty

2nd & 3rd Party Data

AI

An end to end process for omnichannel personalization

Custom Queries

Optimize

STEP 6

3

6

Key Takeaways

Better Identity

Unified Marketing

Intelligence

Integrated

Measurement

Customer

Centricity

• Start with the right view of identity

• Develop a custom approach

• Refine and control experiences

• Measure everything

• Drive strategic predicative action

© 2019 eMarketer Inc.

Omni-channel

Experience Across the

Customer Journey

Please submit any question you have and

we’ll do our best to address them.

You’ll be receiving an email with a link to

view the on-demand webinar materials.

Devon DeBlasio


Neustar

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

September 24, 2019

Tech-Talk WebinarQ&A Session

PRESENTER

Documents

Devon DeBlasio Across the Customer Journey Product ... · 8 What is getting in the way ? 1. Centricity - Disparate systems and silos. Fragmented business intelligence 2. Transparency