Putting the Customer Identity to WorkOctober 28, 2014Jamie Beckland VP Marketing, Janrain

Fundamental change in the marketing funnel

Fragmentation of the customer journey

Fragmentation of the marketing technology landscape

How did we get here?

We’re losing customers between browsers and apps.

We have a device problem.

Apps now account for 52% of consumer time spent with

digital media

But 90% of consumers with multiple devices switch between those devices to

complete a transaction

Which contributes to the funnel problem.

Awareness Consideration Transaction

Device ProliferationMultiple Device

ConversionsUncoordinated

Marketing Touchpoints

In response, people have built a lot of software.

But software needs good data to work.

What’s your #marketingfail?

Marketing Continuity noun \ˈmär-kə-ting kän-tə-ˈnü-ə-tē \

A framework and strategy for approaching an increasingly

fragmented marketing landscape. It helps marketers determine how

to collect, analyze and act on customer insights from multiple

marketing channels and business systems to create a connected

customer experience.

Customer identity powers omnichannel marketing.

Demographics +Psychographics

Behaviors +Transactions

Everything you need to know about an

individual to drive conversion.

The Customer Identity

Do you remember registering to vote?

1. Accuracy

2. Depth

3. Recency

Not all data is created equal.

Social profile data goes deeper.

DemographicsHistoric Perspective

PsychographicsPredict the future

Declared DataAccuracy

This is whoI am.

Third-party data considerations

• Anonymous behavioral data is useful for making digital product decisions at scale

• Authenticated behavioral data enables 1:1 marketing

• Registration is a critical step in the customer journey, enabling you to deliver 1:1, personalized experiences.

From Anonymous to Known

There’s always a way to learn more.

Progressive Profiling• Ask contextual

questions• At a comfortable pace• And use the data to

make the customer experience better

Consumers love sharing information when it helps make their experience better.

Collecting additional data over time

“Give to Get” & the importance of value exchange

Customer data must be stored in the centralized, universally-accessible

customer identity

The customer identity meets the marketing technology ecosystem

Ad Serving CMS Analytics Email CRM

Leveraging the Customer Identity

The Reality Check

Perfect, linear paths to purchase are dead.

But optimal customer journeys are hard.

Strategies for Leveraging Customer Identity

Segmentation & Targeting

1Go beyond demographic and get to the heart of what matters most to your customers.

2Use past engagement data to drive high-value behaviors.

3Segment to support customer value—not all segments are created equal.

4Think “offline,” too. Digital behaviors can help predict in-store behaviors.

Data, data everywhere

Marketing Technology Possible Data PointsSocial login and registration age, gender, location, occupation, Likes, interests, status updates, photos, friends list

Email service provider open rate, click through rate, forwarding behavior, conversion, email frequency preferences, offer preferences based on analysis of conversion, newsletter opt-ins subscriptions

Content management system content preferences, content viewed, content shared, content saved

Contest platform contests entered, frequency of participation, sharing behavior

Gamification and loyalty status/rank, points earned, frequency of points earned, referrals through sharing, redemptions, frequency of redemptions

eCommerce or CRM products purchased, frequency of purchase, recency of purchase, average order amount, products saved, reviews, ratings, returns, discount code used, frequency of discount redemption

On-site engagement tools such as commenting, live chat

frequency of participation, sentiment

Social signals / social listening Twitter: follows/unfollows, retweets, mentions, replies, hashtags, sentiment, Facebook: likes, mentions, shares, comments, ratings, sentiment, YouTube: views, comments, shares; etc.

Ratings and reviews platform Review or rating frequency, review or rating sentiment

On-site behavioral analytics frequency of visits, time spent, content viewed, abandonment rate, referral site / source

What data do you already have?

Marketing Technology Possible Data PointsSocial login and registration ?Email service provider ?Content management system ?Contest platform ?Gamification and loyalty ?eCommerce or CRM ?On-site engagement tools such as commenting, live chat

?

Social signals / social listening ?Ratings and reviews platform ?On-site behavioral analytics ?

Digital experiences can drive additional insights

• Added customer benefits enhance end-to-end customer experience

• Value-added services and tools become data collection mechanisms

New Zealand Herald increases ad sales by targeting using customer profile data

Samsung’s highly-targeted email campaigns

1Different channels, tailored messages.

2Make the right offer at the right time.

3Be where it makes sense—not everywhere.

4Build complimentary experiences that reinforce your core identity.

Contextual Experiences

Nike+ Community offers branded utility

Whole Foods’ cross-device shopping experience

1Pay attention to preference.

2Tailor the experience to the platform—make mobile just as valuable as web.

3Use the on and offline data you have in meaningful ways.

4Stay true to your identity and value proposition.

Consistency

Grey Goose’s consistent interactive experience across devices

Candy Crush Saga ensures a seamless cross-device experience

Cross-Device Consistency

1Start simple.

2Link experiences together to build toward increasingly personalized offers.

3Leverage progressive profiling to keep going deeper.

4Personalize at scale.

Personalization

SmartFurniture offer personalized recommendations based on taste

Austin City Limits integrates fans’ social graphs

Applying the Marketing Continuity Framework

1. How many mobile touchpoints do you have, including mobile websites, apps, mobile advertising, social media, etc.?

2. How many of those touchpoints or experiences require authentication or include an option to create an account?

3. Do accounts created on the web or within an app persist across devices?

4. Does the data collected in mobile or app experiences go to the same data store as web-generated customer data?

5. If you purchase display advertisements, do you use a retargeting strategy on both web and mobile experiences?

6. How much of that strategy relies on cookie-based tracking?

7. Do you use cookie-based tracking for other mobile marketing programs?

8. Do you have a mobile analytics strategy in place?

9. Are your mobile analytics mapped back to an individual account to provide unique behavioral data for your customers?

10.Are your mobile experiences complementary to your web experiences in terms of functionality?

11. Does content “transfer” across those experiences when a customer is logged in? For example, can customers save content or products in a web experience, and later view that information in a mobile app?

12.Do you offer a clear give-to-get (compelling reasons to register)?

13.Do you make it clear to visitors why they should register or login?

14.Are you transparent with your visitors about the data you wish to collect at registration and how you want to use it?

15.Do you have the agility to market to your customers in real-time based on changes in their profile or behaviors?

16.How many different databases are you storing customer data in?

17.Do all of those databases talk to one another?

18.How many of those databases share the same customer profile, so that you can identify a user across your different systems?

19.What would happen to elements of your customer data if you replaced one of your front-end or back-end systems?

Mobile Marketing Continuity ReadinessDevice Strategy, Channel Execution, Tech Ecosystem