Platform Data. Platform Execution. Platform Enablers. Identity Management. Identity Management. Audience Management Merkle Inc.

Transcription

1 IDENTITY MANAGEMENT

2 Identity Management The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with a brand (the consumer event stream). Audience Management Platform Data Identity Management Identity Management Platform Enablers Platform Execution 2014 Merkle Inc. Confidential 2

3 Session Content An explanation of the identity graph Who are the players and how do they fit into the identity ecosystem The end goal 2014 Merkle Inc. Confidential 3

4 The Core of Enabler of ccrm is the Connected Customer View LTV Segment Life Events Demographics Call center Site Consolidated view of the consumer across all touchpoints Product Display Meetings Mobile Allows clients to analyze their programs in context of the whole picture Valuable insights on consumer value, attitudes, and behaviors Attribution provides foundation for effective measurement Print Social Multi-media, multi-channel optimization based on facts DM &EM Search TV/Vid eo 2014 Merkle Inc. Confidential 4

5 There is a constantly evolving definition of identity in the digital world 12 Main Street Philadelphia, PA 12 Main Street Philadelphia, PA John@doe.com 12 Main Street Philadelphia, PA John@doe.com //asdohs.hhd.net Main Street Philadelphia, PA #JohnnyDoe Main Street Philadelphia, PA //asdohsd.asiudhscns/html John@doe.com Pinterest: jdoe JD@gmail.com JD s iphone #JohnnyDoe //asdohs.hhd.net 70 s 80 s 90 s 00 s Today Mailing address Phone number Cookie IP address Digital set top ID Cookie Device ID Probabilistic ID AdID Fb ID 2014 Merkle Inc. Confidential 5

6 2014 Merkle Inc. Confidential 6 Explaining the Identity Graph

7 Graphing the Identity 2014 Merkle Inc. Confidential 7

8 Graphing the Identity Terrestrial Identity Device Identity Digital Identity 2014 Merkle Inc. Confidential 8

9 2014 Merkle Inc. Confidential 9 The Identity Ecosystem

10 Identity Ecosystem Audience Platforms Name & address 3 rd party cookie 3 rd party segment Context 1 st party cookie Device ID Geo-location Social ID / handle Cross Device On-boarding Tag Management Identity Management 2014 Merkle Inc. Confidential 10

11 On-boarding Reference data asset Creates associates between a cookie and consumer through linking registrations to the cookie Where direct match is not available, cookies will be associated at a zip4 level Cross Device Reference data asset Creates associates between cookies and device id on different devices Device Identity Creates a probabilistic based identifier for a device Tag Management Software component Eases addition/deletion of tags/cookies to web based channels 2014 Merkle Inc. Confidential 11

12 The Role of the Identity Engine Deterministic identity rules engine to manage identity associations Onboarding Finds CRM audiences in the digital world Consumer Data Integration Digital Data Integration Identify Governance Identify Governance Device Identification Reference Base Terrestrial Identity Associations Reference Base Device/Digital Identity Associations Cross Device Probabilistic device identification engine to recognize device reoccurrence Device graphs to associate cross-device events 2014 Merkle Inc. Confidential 12

13 2014 Merkle Inc. Confidential 13 The End Goal

14 This view is enabled through the utilization of advanced identity management services Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1 st, 2 nd, and 3 rd party data in a standard data model. Alias: MarketableDig Name: Tom Malthus IP: Address: 1001 Semblance Dr. Cookie: 49526F636B DOB: Phone: Merkle Inc. Confidential 14

15 Identity management enables the creation and management of a longitudinal view of all interactions with that individual the consumer event stream DM Delivered 2/1/2012 Shown Display Ad 2/2/12 3:05pm Calls 800# Requests Info and gives 2/2/12 3:06 pm Sent 2/2/12 5:05pm Opens 2/2/12 9:30 pm Clicks Branded Paid Search Ad 2/6/12 9:00 pm Completes quote request on site 2/6/212 9:15 pm Consumer Event Table User ID Date Time Event ID Event Desc /1/2012 DM437 DM Delivered /2/2012 3:05 pm DI9076 Display Impression /2/2012 3:06 pm CC068 Inbound Call Center /2/2012 5:05 pm EM087 Sent /2/2012 9:30 pm EM088 Opened /2/2012 9:30 pm EM089 Clicked /6/2012 9:00 pm PS674 Clicks Paid Search /6/2012 9:15 pm Q8740 Completes Quote Event ID Creative Offer Product Event Meta Data EM088 A2346 Insurance you can count on OI92365 $14/Mth for $25K Coverage P978 Term Life 2014 Merkle Inc. Confidential 15

16 Matthew Mobley Chief Marketing Technology