Bridging disparate data in a fragmented world
In today’s world, consumers engage with brands across multiple platforms, including social media, online marketplaces, in-store experiences, and customer service touchpoints. However, the main challenge for marketers and advertisers is the fragmentation of customer data across these different channels. Each platform generates its own set of data, which is stored in different databases and formats. Integrating these various data sources to create a unified view of the customer is a complex task involving technology and understanding customer behavior across different digital and physical channels.
Businesses must link these data fragments to avoid creating a disconnected customer experience. For example, a person may browse products on a mobile app, ask questions through a customer service chat, and eventually purchase in an online marketplace. Traditional data analysis methods often need to recognize these activities as those of a single customer, which can result in missed opportunities to deliver personalized customer experiences across the customer journey.
Identity resolution: The key to a unified customer experience
Connecting online interactions across various platforms is a challenge for brands. Identity resolution enables enterprises to overcome this challenge by stitching together disparate signals and records to orchestrate experiences and analyze outcomes more effectively. By pairing Experian’s identity capabilities with AWS Clean Rooms, enterprises can securely collaborate with their partners to derive deeper insights without exposing sensitive underlying data sets.
This partnership between AWS and Experian enables effective matching between disparate data sets, bolstering privacy-enhanced media planning, insights, data enrichment, media activation, and measurement use cases. Depending on their distinct needs and existing identifiers, customers can use two specific offerings of Experian’s identity resolution solutions paired with AWS Clean Rooms.
Experian’s identity resolution products ensure a frictionless brand experience across various channels, enhancing the customer journey from start to finish. Brands can employ our adaptable identity resolution solutions to forge connections between contextual, behavioral, lifestyle, and purchase-based data sources, assembling comprehensive customer profiles. Use dependable digital data to make informed decisions and elevate consumer engagement. Advanced deterministic and probabilistic features, combined with data science and cutting-edge technology, work hand in hand to mitigate risk and uphold data privacy.
Such recognition enables a more comprehensive understanding of your clientele, fostering trust and amplifying campaign effectiveness by utilizing securely managed, standardized customer data. With this strategic approach, businesses can achieve their objectives regulatory-compliant.
The consumer perspective: Why consistency matters
Data fragmentation can lead to inconsistent experiences for consumers, which can be frustrating and erode brand trust. For instance, imagine receiving a promotional email for a product you already purchased through an app or being targeted for a product you decided against.
Consumers are increasingly tech-savvy and demand a seamless, integrated experience regardless of how they interact with a brand. They want to feel valued and recognized at every touchpoint and don’t care about the complexities of data analytics. As a result, brands face significant pressure to get identity resolution right.
Data security and privacy: A Fort Knox for your data
AWS Clean Rooms empowers their customers to establish a secure data clean room within minutes, facilitating collaboration with any other entity within AWS. This fosters the generation of unique insights regarding advertising campaigns, investment decisions, clinical research, and more. With AWS Clean Rooms, the need to store or maintain a separate copy of data outside the AWS environment for subsequent dispatch to another party for consumer insight analysis, marketing measurement, forecasting, or risk assessment becomes obsolete.
AWS Clean Rooms provides an expansive set of privacy-enhancing controls for clean rooms. This includes query controls, query output restrictions, and query logging that allows customers to tailor restrictions on the queries executed by each clean room participant. Moreover, AWS Clean Rooms include advanced cryptographic computing tools that maintain data encryption—even during query processing—to adhere to stringent data-handling policies. This process employs a client-side encryption tool—an SDK or command line interface (CLI)—that utilizes a shared secret key with other participants in an AWS Clean Rooms collaboration.
With a wealth of expertise in data privacy management, Experian enhances campaign effectiveness and fosters trust by managing standardized customer data securely. By using the identity graph, you can preserve a unique identity for each customer. This strategy enables you to comprehensively understand your clientele and reach your business objectives in a regulatory-compliant manner.
The future of data-driven marketing starts here
AWS customers can use AWS Clean Rooms to establish their own clean rooms in mere minutes, initiating the analysis of their collective data sets without sharing their underlying data with each other. Customers can use the AWS Management Console to choose their collaboration partners, select data sets, and configure participant restrictions. With AWS Clean Rooms, customers can effortlessly collaborate with hundreds of thousands of companies already using AWS without needing to move data out of AWS or upload it to a different platform. When running queries, AWS Clean Rooms accesses data in its original location and applies built-in, adaptable analysis rules to assist customers in maintaining control over their data.
Coupled with Experian’s trusted data privacy management and unique Experian ID, businesses can effectively manage customer data, secure partners’ communication, and achieve regulatory-compliance objectives. This combination allows companies to use data-backed insights to supercharge their marketing initiatives, resulting in more meaningful customer interactions, improved match rates, and business success.
About the authors
Kalyani Koppisetti, Principal Partner Solution Architect, AWS
Kalyani Koppisetti is a technology leader with over 25 years of experience in the Financial Services Industry. In her current role at AWS, Kalyani advises financial services partners on best-practice cloud architecture. Kalyani works closely with internal and external stakeholders to identify industry technical trends, develop strategies, and execute them to help Financial Services Industry partners build innovative solutions and services on AWS. Technical and Solution interests include Cloud Computing, Software-as-a-Service, Artificial Intelligence, Big Data, Storage Virtualization and Data Protection.
Matt Miller, Business Development Principal, AWS
In his role as Business Development Principal at AWS, Matt drives customer and partner adoption for the AWS Clean Rooms service specializing in advertising and marketing industry use cases. Matt believes in the primacy of privacy-enhanced data collaboration and interoperability underpinning data-driven marketing imperatives from customer experience to addressable advertising. Prior to AWS, Matt led strategy and go-to-market efforts for ad technologies, large agencies, and consumer data products purpose-built to inform smarter marketing and deliver better customer experiences.
Tyler Middleton, Sr. Partner Marketing Manager, Experian Marketing Services
Tyler Middleton is the Partner Marketing Lead at Experian. With almost 20 years of strategic marketing experience, Tyler’s focus is on creating marketing strategies that effectively promote the unique value propositions of each of our partners’ brands. Tyler helps our strategic partners communicate their mutual value proposition and find opportunities to stand out in the AdTech industry. Tyler is an alumnus of the Seattle University MBA program and enjoys finding new marketing pathways for our growing partner portfolio.
Latest posts
According to weekly trend data from Experian Simmons DataStreamSM, the number of U.S. adults paying a monthly visit to microblogging site Twitter.com has fallen during the past year by 14%. As of November 29, 2010, 8.25 million adults had made at least one visit to Twitter.com during the previous 30 days, down from 9.54 million adults who had visited the site in the 30 days prior to November 30, 2009. Does this mean the ultimate “fail whale” is lurking just over the horizon for Twitter? Not just yet. Among those who visit Twitter.com, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. Twitter.com visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts. According to Experian Hitwise, the average amount of time Twitter.com visitors spend on the site during a typical session fell to 13 minutes, 12 seconds on November 27, 2010, down from an average of 15 minutes, 12 seconds spent on the site each session on November 28, 2009. That said, Americans are still spending more time on Twitter.com than ever before. According to Experian Simmons estimates, Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on Twitter.com in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009. Swim on, fail whale, swim on. To tweet this blog post, click on the green “retweet” button at the top of this item. For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.
As we ring in the New Year this week, Americans will be tossing back a few adult beverages in celebration. While alcohol consumption certainly increases around holidays and other times of celebration, many Americans imbibe year-round. So where across this great land of ours are you most likely to find adults willing and able to raise a glass (or two) and where are you most likely to be surrounded by teetotalers? Experian Simmons has the answer. Leveraging data from our SimmonsLOCAL study, we examined the drinking patterns of adults of legal drinking age in the 106 Designated Market Areas (DMAs) with populations of at least 500,000 adults age 21 and older. We then ranked those markets by the number of alcoholic beverages consumed by the average adult during a typical month. The chart below lists the DMAs that consume the most alcoholic beverages per capita in a typical month. First place goes to Boston, where the average adult of legal drinking age regularly kicks back 14.4 drinks a month. (Celebrations in Beantown are probably already underway.) Rank DMA Average drinks per month 1 Boston 14.4 2 Austin 13.8 3 Providence-New Bedford 13.4 4 Madison 13.2 4 Hartford & New Haven 13.2 6 Philadelphia 13.1 7 Chicago 13 8 Denver 12.9 9 Tallahassee-Thomasville 12.8 9 Milwaukee 12.8 11 Minneapolis-St. Paul 12.6 11 West Palm Beach-Ft. Pierce 12.6 11 Seattle-Tacoma 12.6 11 Tucson (Sierra Vista) 12.6 15 Green Bay-Appleton 12.5 16 San Diego 12.4 16 Baltimore 12.4 16 Washington, DC 12.4 16 Albany-Schenectady-Troy 12.4 20 New Orleans 12.3 20 St. Louis 12.3 20 Colorado Springs-Pueblo 12.3 23 Burlington-Plattsburgh 12.2 23 Syracuse 12.2 23 Norfolk-Portsmouth-Newport News 12.2 23 Spokane 12.2 23 Portland-Auburn 12.2 Source: Experian Simmons Adult residents of the markets listed below surely know how to have a good time-it's just unlikely to include a cocktail. The chart below lists the DMAs that consume the fewest alcoholic beverages per capita in a typical month. Residents of Chattanooga consume only 6 alcoholic beverages per month, on average, making it the least imbibing market-and probably the one that feels the best the morning after a big gathering. Rank DMA Average drinks per month 106 Chattanooga 6 105 Salt Lake City 7.2 105 Florence-Myrtle Beach 7.2 105 Charleston-Huntington 7.2 105 Tri-Cities, TN-VA 7.2 101 Knoxville 7.4 100 Lexington 7.9 99 Birmingham 8 98 Huntsville-Decatur 8.5 97 Nashville 8.9 97 Evansville 8.9 95 Paducah-Cape Girardeau-Harrisburg-Mt Vernon 9.1 94 Springfield, MO 9.2 94 Tulsa 9.2 94 Greenville-New Bern-Washington 9.2 91 Memphis 9.3 90 Greenville-Spartanburg-Asheville-Anderson 9.4 90 Jackson, MS 9.4 90 Wichita-Hutchinson Plus 9.4 86 Little Rock-Pine Bluff 9.5 86 Louisville 9.5 86 Ft. Smith-Fayetteville-Springdale-Rogers 9.5 83 Fresno-Visalia 9.6 82 Greensboro-High Point-Winston Salem 9.7 82 Roanoke-Lynchburg 9.7 Source: Experian Simmons For more information on SimmonsLOCAL's vivid reporting of consumer behaviors, attitudes, lifestyles and media consumption in 209 Designated Market Areas down to the ZIP code level, visit our website.
The political winds in the United States shifted sharply to the right earlier this month with Republicans making gains across the board. While political party affiliation was a strong indication of a candidate's success in the election, we wondered: Can the political leaning of a TV show's audience determine the success of the program? The answer is yes. Experian Simmons examined the political party registrations of viewers of over 700 television programs measured in the Spring 2010 Simmons National Consumer study. We found that registered Republicans and Democrats, indeed, have different preferences in entertainment programs. But especially noticeable was the preponderance of highly rated Nielsen programs at the top of the Republican list. Not all shows that skew Republican are ratings darlings, of course, but programmers should take note of this fact if ratings are their foremost goal. Republicans: When looking at programs on broadcast TV, we see that Republicans tend to gravitate towards reality shows that center on some sort of competition. In fact, Republicans are 32% more likely to watch The Amazing Race on CBS than the average American adult. They're also 24% more likely to watch American Idol on Fox and 18% more likely to watch America's Got Talent on NBC. The Simmons data provides some evidence that it's the competitive angle of these shows that is attracting Republicans. Specifically, Republicans are fully 29% more likely than the average adult to watch the results show of Dancing with the Stars on ABC and just 17% more likely to watch the non-results episodes of the same show. Republicans tend to gravitate towards reality shows that center on some sort of competition. When it comes to cable entertainment programs, Republicans tend to prefer lifestyle programs on HGTV and TLC. Republicans are also found in high concentrations among many adventure/documentary show audiences, like Ice Road Truckers on History and Deadliest Catch on Discovery. And finally, big families are big draws for Republicans with 18 Kids and Counting and Jon & Kate Plus 8, both on TLC, attracting more than average concentrations of Republican viewers. Top indexing Republican NETWORK programs (non-news, non-music) Republican Index Top indexing Republican CABLE programs (non-news, non-music) Republican Index THE AMAZING RACE (CBS) 132 PROPERTY VIRGINS (HGTV) 125 DANCING WITH THE STARS RESULTS SHOW(ABC) 129 MODERN MARVELS (HISTORY) 121 MODERN FAMILY (ABC) 124 COLOR SPLASH (HGTV) 120 AMERICAN IDOL (FOX) 122 UNSELLABLES (HGTV) 120 V (ABC) 122 LEVERAGE (TNT) 118 THE BIG BANG THEORY (CBS) 119 18 KIDS AND COUNTING (TLC) 116 THE GOOD WIFE (CBS) 119 DEAR GENEVIEVE (HGTV) 116 THE MENTALIST (CBS) 119 WHAT NOT TO WEAR (TLC) 116 AMERICA'S GOT TALENT (NBC) 118 DINERS, DRIVE-INS & DIVES (FOOD NETWORK) 115 SURVIVOR (CBS) 118 HOUSE HUNTERS (HGTV) 115 DANCING WITH THE STARS (ABC) 117 INCOME PROPERTY (HGTV) 114 DESPERATE HOUSEWIVES (ABC) 116 OPERATION REPO (TRU TV) 114 NCIS (CBS) 115 WHITE COLLAR (USA) 114 HUMAN TARGET (FOX) 114 ICE ROAD TRUCKERS (HISTORY) 112 LIE TO ME (FOX) 114 PAWN STARS (HISTORY) 112 THE BACHELOR (ABC) 114 SAY YES TO THE DRESS (TLC) 111 ANTIQUES ROADSHOW (PBS) 113 DIRTY JOBS (DISCOVERY) 110 CASTLE (ABC) 113 MYTHBUSTERS (DISCOVERY) 109 HOW I MET YOUR MOTHER (CBS) 113 JON & KATE PLUS 8 (TLC) 106 THE BACHELORETTE (ABC) 113 AMERICAN LOGGERS (DISCOVERY) 105 EXTREME MAKEOVER: HOME EDITION (ABC) 112 IN PLAIN SIGHT (USA) 104 NCIS: LOS ANGELES (CBS) 112 THROWDOWN WITH BOBBY FLAY (FOOD NETWORK) 104 TWO AND A HALF MEN (CBS) 112 DEADLIEST CATCH (DISCOVERY) 103 FRIDAY NIGHT LIGHTS (NBC) 111 MAN VS. WILD (DISCOVERY) 103 CELEBRITY APPRENTICE (NBC) 109 THE SMOKING GUN PRESENTS:WORLD'S DUMBEST (TRU TV) 103 Democrats: On the left side of the broadcast dial, we see that registered Democrats tend to be drawn to crime and legal dramas like Law & Order and Law & Order: SVU, both on NBC. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles, such as Brothers & Sisters on ABC, Medium on CBS, 30 Rock on NBC and the Good Wife on CBS. The Good Wife, actually, has higher than average concentrations of both registered Democrats and registered Republicans. Given that the program is about the wife of a politician, it's not such a surprise that registered voters from both sides of the aisle tune in. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles. On cable, we see high concentrations of registered Democrats tuning into character-driven dramas, like Dexter and United States of Tara, both on Showtime. Democrats also flock in disproportionate numbers to cable reality shows. But unlike the competitive reality shows favored by Republicans, Democrats prefer observational reality shows where they get to peer into the lives of celebrities or unique and extraordinary people. Top indexing Democrat NETWORK programs (non-news, non-music) Democrat Index Top indexing Democrat CABLE programs (non-news, non-music) Democrat Index FLASHPOINT (CBS) 145 TYLER PERRY'S MEET THE BROWNS (TBS) 189 HOMETIME (PBS) 143 HOUSE OF PAYNE (TBS) 181 90210 (CW) 140 REAL TIME WITH BILL MAHER (HBO) 165 WIFE SWAP (ABC) 136 SNAPPED (OXYGEN) 162 AMERICA'S NEXT TOP MODEL (CW) 135 SHERRI (LIFETIME) 153 NOVA (PBS) 133 HAWTHORNE (TNT) 153 LAW & ORDER (NBC) 132 LIVE FROM THE RED CARPET (E!) 149 SMALLVILLE (CW) 131 DEXTER (SHOWTIME) 147 WHO DO YOU THINK YOU ARE? (NBC) 130 UGLY AMERICANS (COMEDY CENTRAL) 147 BROTHERS & SISTERS (ABC) 127 KOURTNEY & KHLOE TAKE MIAMI (E!) 146 PRIVATE PRACTICE (ABC) 127 TODDLERS & TIARAS (TLC) 145 MEDIUM (CBS) 126 UNITED STATES OF TARA (SHOWTIME) 144 TRUE BEAUTY (ABC) 126 MEET THE NATIVES (TRAVEL CHANNEL) 144 AMERICA'S MOST WANTED (FOX) 126 BRIDEZILLAS (WE TV) 143 30 ROCK (NBC) 126 TOP CHEF MASTERS (BRAVO) 142 VICTORY GARDEN (PBS) 126 WOMEN BEHIND BARS (WE TV) 142 THE GOOD WIFE (CBS) 124 THE BOONDOCKS: ADULT SWIM(CARTOON NETWRK) 142 ONE TREE HILL (CW) 124 TABATHA'S SALON TAKEOVER (BRAVO) 140 NEW YANKEE WORKSHOP (PBS) 122 DOWN HOME WITH THE NEELYS (FOOD NETWORK) 140 LAW & ORDER: SVU (NBC) 122 BAD GIRLS CLUB (OXYGEN) 138 MASTERPIECE (PBS) 122 SCARE TACTICS (SYFY) 136 COMMUNITY (NBC) 122 MILLION DOLLAR LISTING (BRAVO) 135 BIG BROTHER (CBS) 121 MODELS OF THE RUNWAY (LIFETIME) 135 GOSSIP GIRL (CW) 120 TORI & DEAN: HOME SWEET HOLLYWOOD (OXYGEN) 133 FRIDAY NIGHT LIGHTS (NBC) 119 DESTINATION TRUTH (SYFY) 132 For more information about the in-depth consumer behaviors, attitudes, lifestyles, brands and media measured in the Simmons National Consumer Study, visit our website.