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
Same-sex marriage is a hot button topic no matter on which side of the issue you stand. But there can be no denying that same-sex couples are finding an expanding number of options in the U.S. and abroad should they decide to legally wed. The 2010 LGBT Consumer Report explores the household arrangements and behaviors of America's LGBT consumers—in particular, those associated with marriage—compared to America's heterosexual population. You will learn that despite being less than half as likely to be married, lesbian, gay and bisexual adults are 22% more likely than their "straight" counterparts to have recently wed or to be planning nuptials for the next year. Looking for that perfect gift for the newly wed couple? You will also get some shopping tips for identifying favored retailers of lesbian, gay and bisexual shoppers. We'll start by sizing the LGBT market. An estimated 3.7% of the non-Hispanic adult population (7.1 million adults) self-identifies as LGBT, which can be broken down as follows: The average heterosexual adult lives in a household with 1.9 other individuals, including adults and kids. By comparison, the average lesbian shares her home with only 1.6 other people. Gay men live in the smallest households, sharing their home with only one other person, on average. Over a third of gay or bisexual men (38%) share their home with at least one other adult male, compared with only 24% of heterosexual men who live under the same roof as another adult male. Thirty-five percent of gay or bisexual men say they live with one (and only one) other adult male, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Over half of lesbians or bisexual women (53%) share their home with at least one other adult female, compared with only 23% of heterosexual women who live under the same roof as another adult female. Forty-three percent of lesbian or bisexual women say they live with one (and only one) other adult female, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Lesbian, Gay and Bisexual adults (LGB) as a group are less than half as likely as heterosexuals to be married. Only 26% of LGB adults are wed, compared with 57% of “straight” adults. Of all LGB adults, bisexuals are the most likely group to be married, with over 4 in 10 reporting they are presently wed. Lesbians are more than four and a half times more likely than gay men to be married, with 23% of lesbians having tied the knot versus only 5% of gay men. Lesbian, gay and bisexual adults as a group are 22% more likely than heterosexual adults to have either tied the knot in the last 12 months or have plans to wed in the coming year. 5.7% of lesbian, gay or bisexual adults are newly weds or “soonly” weds vs. 4.6% of heterosexual adults. Lesbian, gay and bisexual adults are twice as likely to shop at Neiman Marcus, making the department store the number one retailer with a wedding registry program among LGB shoppers. With many retailers ending their registry programs in favor of gift cards, we looked at how stores without registry programs stack up among lesbian, gay and bisexual shoppers. LGB adults are almost twice as likely to shop at J. Crew, making the store the number one retailer without a wedding registry program among LGB shoppers.
With the 82nd Academy Awards® just around the corner and only days before final voting ballots are due back to accounting firm PricewaterhouseCoopers, Experian Simmons is taking a close look at the American movie-going population. In any given month, over 56 million adults (26% of the adult population) make a trip to the cinema to take in a film. Movie-going typically reaches its peak in mid-summer, and 2009 was no exception. Experian Simmons DataStreamSM reports that in July of last year, 32% of adults went to movies, the highest level observed at any point in the year. In October of the same year, the percentage of past-month adult cinema-goers had dropped to just 19%, the lowest point observed in all of 2009. In this month’s Consumer Insights report, Experian Simmons sizes the movie-going audience, examines their receptivity to cinema ads—including pre-show commercials and product placement within films—online movie searches as well as Americans’ penchant for tuning into the Academy Awards. All data comes from the Simmons Summer 2009 National Consumer Study. Two-thirds of the adult population have gone to the movies at least once in the last 6 months. Nearly half (46%) have been in the last 90 days and a quarter (26%) have been in the last month. Young adults are, as expected, more likely to go to the movies than older adults, but adults over 50 outnumber young adults when it comes to raw number of movie-goers as you will see in the following chart. Over 147 million individuals have gone to the movies at least once in the last 6 months. With 20.8 million adults ages 18 to 24 going to the movies in the last 6 months, this age group accounts for only 14% of the movie-going population. Adults ages 50 and over, on the other hand, account for 37% of the movie-going population with over 55 million adults in this age group going to the theater at least once in the last 6 months. Among all adults who had been to the movies at least once in the last 6 months, 68% have been at least once in the last 30 days. Many movie-goers (39%) have been only once in the last month and only 7% have been four or more times. Young adults ages 18 to 24 are much more likely than the average movie-goer to have been to the theater in the last month with 75% reporting having been at least once and 10% having been 4 times or more. Experian Simmons DataStreamSM reports similar trends in past 30 day movie-going for 2008 and 2009 with the peak for this behavior occurring in both years on almost the exact same date. During the week of July 22, 2009 32% of adults reported having been to the theater during the last 30 days and during the week of July 21, 2008, 29% reported going. Cinema Blockbusters that month in ’09 included Bruno and Harry Potter and the Half-Blood Prince. In July of ’08, Mama Mia and The Dark Knight were released. When it comes to product placement in movies, frequent cinema-goers are most likely to respond. In fact, 41% of adults who went to the movies 4 or more times in the last 90 days are classified by the Simmons Movie Product Placement segmentation system as “Emulators,” those consumers who notice, remember and are driven to buy products placed into the context of a film. By comparison, only 28% of consumers who went to a movie only once in the last 90 days are Emulators. Forty-eight percent of Horror film fans say they often pay attention to commercials that show along with movie previews in movie theaters making them the most receptive to cinema advertisements followed by Romantic Comedy fans and Family movie fans. Only 39% of Foreign Language or Independent film fans say they pay attention to such ads. Nearly a quarter of all movie-goers get movie information, reviews or show times online in any given month. Aside from the obvious movie sites, you are likely to find movie information seekers on these sites: Californians like foreign language and independent films, whereas New Englanders have more of a penchant for Comedies and Southerners are among the most likely to see Horror films. Below are the top 5 metro areas for finding adults who say they usually see the three selected movie genres when they go to the theater. One-in-seven American adults tuned into the last Academy Awards® ceremony on ABC, including many non-movie-goers. Nine percent of adults who had not been to the movies even once in the past six months tuned into the last awards show and ultimately comprised 19% of all 2009 Oscar® viewers. Still, the more frequently a consumer goes to the movies, the more likely he or she is to watch the annual Academy Awards® ceremony.