Tag: identity
Experian Marketing Services and Data Quality President Genevieve Juillard recently sat down with Zach Rodgers, host of the AdExchanger Talks podcast to discuss the future of identity, the importance of data transparency and privacy, and our recent acquisition of Tapad. Genevieve focused on the opportunity for our industry to reimagine an advertising ecosystem that is resilient and adaptable; one that takes advantage of emerging data and prioritizes data transparency and consumer privacy. She also discussed the importance of advertising strategies that put consumers at the heart of every decision and give them more control over their data. Genevieve shared with AdExchanger that Experian’s acquisition of Tapad, a global leader in digital identity resolution, was a natural fit for our company. Tapad’s approach and role in the ecosystem is very much aligned with Experian’s, which is to develop solutions that are resilient to industry and consumer changes. The combination of our capabilities supports interoperability across all types of identifiers, both online and offline, and will position us to help our clients navigate the post-third-party cookie world. To learn more about Experian’s plans to support an effective advertising ecosystem that will evolve with our dynamic industry, listen to the full podcast Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard.
As marketers, we need to create a connection with our customers. We need to deliver messages that are relevant to them and reach them on an emotional level. But with shifts in consumer behavior and the proliferation of digital devices and channels, it can be difficult to understand customers and establish that connection. Brands have insight into their customers’ interests and purchase patterns with first-party data, but it’s not until they can connect it to third-party data sources that they can have a complete view of the customer, create relevant messages and reach consumers through preferred communication channels. I recently chatted with Chad Sanderson on The B2B Revenue Executive Experience podcast to discuss how Experian helps brands resolve customer identities and communicate effectively with their audiences—specifically to help them leverage advanced analytics, such as machine learning to connect the hundreds of digital touchpoints together to create a single customer view. The more brands understand about their customers, the better positioned they will be to create a connection and deliver relevant experiences across all channels, resulting in success for marketers and consumers. To listen to the podcast, click here.
Turn identifiers into identities Identity has always played an essential role in understanding who your customers are and ensuring a positive consumer experience. However, it has and continues to evolve over time. Identifying customers used to be as simple as looking into a brick and mortar store to see which demographics were buying which products or services. As society becomes increasingly reliant on both digital devices and channels, hundreds of digital touchpoints have emerged and come into play. Every view, search, click, interaction, and purchase is another component of an identity. Further complicating matters for marketers is the fact that digital footprints are just one part of the equation. Despite the increased digital activities of consumers, offline ads and marketing practices still continue to factor into a consumer’s overall path-to-purchase behavior. The combination of hundreds of digital and offline touchpoints, disjointed technologies and siloed data make it increasingly difficult for brands and agencies to obtain a true single view of the customer. That’s why Experian recently launched an innovative new solution that combines vetted, high-quality data and artificial intelligence to help marketers connect Mobile Ad IDs (MAIDs) with digital and offline identity attributes to get a more comprehensive understanding of their target audiences. Using machine-learning algorithms and our longstanding best in class offline Personally identifiable information (PII) repository to evaluate billions of advanced identity signals and data elements, including MAIDs, the solution allows brand marketers to put more effective analytics, audience segmentation and activation, and measurement capabilities into action. Developed in collaboration with Experian DataLabs and powered by Experian’s vast and diverse data assets and identity platform, the solution will be available via Experian’s MarketingConnectSM, an identity resolution platform designed to help brands, agencies and marketing technology vendors connect disparate data sources, effectively bridging the gaps in identity resolution. So far, we have seen clients using the new solution more than double their match rates. Experian is making this possible for marketers by intelligently connecting all of the necessary data points to reach customers with timely and relevant messaging, all while keeping their data protected. By ingesting, organizing, corroborating, resolving, and analyzing a broad range of data, our new solution provides marketers with the ability to identify and reach customers at a higher rate than previously possible. We link consumers to action in their lives, from the living room to the show room. As the world’s largest data company, Experian’s identity resolution capabilities fuel the solutions that marketers rely on to deliver memorable, measurable marketing moments that meet consumers wherever life may take them. From the tap of an app to the swipe of a card, it’s possible to deliver the right marketing messages that meet consumers wherever life may take them. To read our full press release, visit https://www.experianplc.com/media/news/2019/experians-efforts-to-help-marketers-more-accurately-identify-customers/.
An individual’s identity has become more and more central to the consumer experience. In an age of individualism, customers want advertisements that are relevant to them—more than just a canned message that mentions their first name. They expect brands to know and understand them on a much deeper level. In order to do this, marketers can no longer rely on the generic audience segments of the past. These methods are too broad and general for both the current media landscape and the modern consumer culture. Instead, you must be able to identify your clients and prospective clients so that you can pinpoint specific audience and craft personal messages. Add to the complexity, consumers engage brands through many devices and channels, marketers need to connect identities across different devices—that requires data. One type of data, deterministic, relies on known information, such as email. The other type of data, probabilistic, relies on algorithmically analyzing thousands of different anonymous data points including device type, operating system, location data, and more to create statistical matches. Both forms have their advantages and disadvantages, and many experts believe that a mix of both is best. Today, we are looking at the benefits of deterministic data. Benefit #1 - Verified and True: It sounds pretty basic, but the importance of verified true data cannot be overstated. If you are crafting audience profiles based on faulty data, then you are just wasting time and money, reaching people that aren’t relevant. Marketers can rely on deterministic data because it is coming from the customers themselves, inputted by the individual on various platforms. Knowing that the information you are receiving is reliable saves a lot of time, allowing each data point to be matched with its respective user. Benefit #2 - Varied Sources: Deterministic data can come from many places, including content download forms, social media platforms, contact request forms and e-commerce purchases, usually in the form of user IDs and other basic registration data. The various sources allow you to reach customers across all different types of networks, creating a large and diverse pool of potential clients. Benefit #3 - Thousands of Data Points: The beauty of deterministic data is that, while it relies on general and often repetitive indicators – including phone numbers and email addresses, among others – those same indicators open a door to thousands of individual data points. You can then look at each profile and group them to determine if you would like to pursue them. Of course, the identity of the individual remains confidential, but the behavioral profile is enough for you to identify potential clients. Benefit #4 - Adaptability: Individual profiles are far from static. People’s interests change and vary, meaning deterministic data sets are always developing based on client input. If Customer A takes a stronger interest in Product X than they do in Product Y, the individual’s profile will be updated and adjusted accordingly. This keeps you up to date on changes in customer attitudes and gives you the ability to adapt, creating a more personalized experience for the client. It allows you to provide clients with the products and services they actually want and need, saving time for everyone. Furthermore, deterministic data can also notify you when a non-client changes attitudes or behavior in a way that opens the door for them to become potential clients. Let’s say Client A has never taken interest in your product, so you have never really invested resources into them. However, if they start to show interest at a later date through behavioral patterns, you will be notified so your marketing plan can be adjusted, and you don’t miss an opportunity to secure a new client. Benefit #5 - Linkage: One struggle that every data collector encounters is linking profiles. Take a case involving Account A and Account B. While their habits and patterns may lead one to think they are different people, they could actually be the same person. By looking at known deterministic data points that have been independently verified, disparate profiles can be correctly linked to the same person, avoiding skewed data sets and wasteful spending. At the most basic level, deterministic matching provides a higher-level of confidence. But in order to get a true comprehensive view you need a hybrid approach that also includes probabilistic matching, and it’s still not enough on its own. Marketers need to combine quality data and technology in order to be able to properly identify their clients and prospects and build and maintain a positive fruitful personalized relationship. Experian’s Audience Engine platform leverages our MarketingConnect Identity Resolution capabilities to deterministically links and matches data across the marketing ecosystem in a unified, automated platform for targeting, execution and measurement of addressable advertising campaigns. To learn more about Experian’s deterministic data capabilities, including Audience Engine, visit https://www.experian.com/marketing-services/targeting/omnichannel-activation/addressable-advertising.html. To learn more about MarketingConnect, Experian’s identity resolution offering, visit https://www.experian.com/marketing-services/identity-resolution.html.
Every day it seems, mobile device fragmentation increases. With consumers spending their time online across multiple devices - phones, tablets, over-the-top TV devices, gaming consoles, a nascent, yet growing internet-of-things, and a variety of other internet connected devices – the challenge of keeping up with consumers continues to be a daunting one. The industry has, of course, adopted many different identity solutions and cross-device technologies. Perhaps you’ve adopted some of them. Perhaps you feel like they are working. But perhaps you feel you could be doing a better job at connecting the dots. Marketers require solutions that can truly unify identities across channels and devices in order to understand consumer behavior, predict intent, and ultimately reach them with relevant communications. The easier it is to do that, the better. So, consider a couple scenarios and see how well are you doing. Within your core CRM data, are you able to connect your email subscribers to your in-store customers, all without relying on a loyalty program? Can you do this all the way down to an individual level? And are you leveraging this connected identity information to inform future online targeting? This kind of PII-based identity management is foundational to consumer engagement! Next scenario. Are you an app publisher? Or a media platform? Or any other type of organization that has a steady stream of device data? How much do you know about the consumer behind the device? Behavioral information is certainly a step in the right direction. But what about known consumer insights? How deep is the profile of information you’ve built for each device? Does it include both online and offline insights? Done in a compliant manner? There are a myriad of different techniques and approaches available to you to keep up with consumers. If you’re considering implementing a new strategy in the near future, or have questions about your current ones, contact Experian and we can help assess the opportunities available to you.