one profile to serve them all: how a unified customer view enables marketing success by troy steen
TRANSCRIPT
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One Profile To Serve Them All: How a Unified Customer View Enables Marketing Success
Troy Steen
Sr. Manager, Digital Analytics & eCommerce
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Every touchpoint is a chance to have a conversation with our prospect.
@TroySteen
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Collect Unify Enhance Optimize
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5 @TroySteen
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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6 @TroySteen
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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8 @TroySteen
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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9 @TroySteen
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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10 @TroySteen
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: [“[email protected]”, [email protected]] }
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Collect Unify Enhance Optimize
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13 @TroySteen
Map common themes across channels
Digital Keyring
Marketing Automation
Unknown Visitor
Offsite Content
Advertising CRM
Auth. Visitor
ERP
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14 @TroySteen
Define connection points
MongoDB Digital
Keyring
Object
Object
Object
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15 @TroySteen
Update for a singular view
MongoDB Digital
Keyring Spark
Object
Object
Object
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16 @TroySteen
Central Identity Array
Spark
{ First Party: [“03fce5e6-b4fd-4420-f7e28812”, “7e80b146-a1ec-48e3-87aac133”, “7419602d-71e9-4691-b4dddcc9”, “c0fcf9d9-19c9-4ace-a0912f92”], Known Emails: [“[email protected]”, “[email protected]”, “[email protected]”], DoubleClick: “da14f64f2ad83d28d9aa09303a2b149421457399216”, Casale Media: [“Vt4lsMAoIi0AAGw9g6YAAADn”, “VhN78cAoIo8AAFZdDLYAAAC2” }
Distributed computing for real time classification
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Collect Unify Enhance Optimize
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19 @TroySteen
Capture Demographics
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20 @TroySteen
Pairing your data set to enrich your insight
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21 @TroySteen
Pull targeted lists for cross-channel promotions
First Party ID
MongoDB List
Marketing Automation
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Collect Unify Enhance Optimize
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Real Time Campaign Alerts
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24 @TroySteen
Messaging Services to Alert Systems & Marketers
MongoDB Spark Message Queue
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25 @TroySteen
Let Marketers get back to Marketing
Includes insight for the marketer by campaign indicating next steps for improvement.
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Marketing performance and vendor validation
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27 @TroySteen
Validity of Display Impressions
Spark
Central Identity Array
Display Impression
Log
Reporting (Relational)
Ad Exchange
API
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28 @TroySteen
Produces Operational Reporting
Spark
Central Identity Array
Display Impression
Log
Reporting (Relational)
Ad Exchange
API
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Feeding CMS and Optimization near real time
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30 @TroySteen
Outputs for CMS & Optimization
MongoDB Spark
Dynamic Scoring
Next Best Offer
Campaign “Untargeting”
Test Candidates
Presentation Layer
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31 @TroySteen
Putting into practice
Modular content
Rotational Test Candidates
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32 @TroySteen
Pushing the winner across systems
Rotational Test Candidates
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It’s time to stop interrupting and start conversing.
@TroySteen
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