DV 2016: Driving Contextual Experiences in the Anonymous Era

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Driving Contextual Experiences in the Anonymous Era

Andrew Jones, Industry Analyst


Andrew JonesIndustry Analyst

Andrew is an independent industry analyst focused on customer identity and personalization. He was previously an analyst at VentureBeat Insight, where he helped establish the research practice, and Altimeter Group. His background is primarily in tech, research, and marketing, although he also served in the Peace Corps.

Headshot Here

@andrewjns


Marketing has changed

From message-centric...


Marketing has changed

…to customer-centric

Know

Engage


Are you ignoring 97% of your audience?


Historical efforts focuses on “known”

Ignore

Engage


Progressive Profiling: Learning Over Time

Visit 1 Visit 2 Visit 3 Visit 4

Anonymous Known


Active shopper Bargain hunter Shopping for male Most browsed category: shirts Prefers size medium Prefers darker colors Last visited two days ago Cart abandoner Hundreds of other data points...

Profile A: Anonymous Email address:

[email protected] Name: Jon Purchased a hat 13 months ago Hasn’t opened promo emails

Profile B: Known

“Anonymous” doesn’t mean data-poor


Contextual Relevance: Not just for Amazon


Data DistinctionsAnonymous

Known3r

d -par

ty

1st -

party

? ?

? ?


AnonymousKnown

3rd -p

arty

1s

t -pa

rtyData quality

Scale

Data quality

Scale

Data quality

ScaleN/A

First-party, anonymous data: the sweet spot


Using anonymous data

1. Better engage anonymous visitors

a. Adsb. Websitec. Mobile

2. Richer profiles for known usersa. Emailb. Direct


1. AdvertisingA. Retargeting B. Lookalike audiences

2. WebsiteA. Live Chat B. Product

recommendationsC. SEO D. Content

personalization

3. MobileA. Push notification B. In-app engagement

Anonymous use cases


51% of organizations are

using more than 20 different digital

marketing solutions—According to a 2015 study conducted by Econsultancy and Tealium


Marketers today: Blind men and the elephant





personalization


Anonymous use cases





personalization


Anonymous use cases





personalization


Anonymous use cases


• Segmenting visitors based on the cabins they browse or purchase

• Run more targeted Optimizely tests as a result

• Using primarily anonymous behavioral data, but can also be combined with loyalty data

• 11% lift in bookings so far

Case Study: Cathay Pacific


•Active shopper•Newest trends•Shopping for female•Most browsed category: shoes•Prefers size small•Prefers lighter colors•Last visited two days ago•Cart abandoner . . .•Name: Jane•Email: [email protected]

Known use cases: richer profiles

Add to user profile


1. Earlier collection, starting when visitors first reach your website

2. Collected and usable in real-time, not after the fact

3. Consolidated profiles, rather than siloed data points

Requirements:


Will you continue to neglect the majority?


Summary Marketing has changed, enabling greater contextual relevance Yet we are neglecting 97% of our audience Historical efforts are based on limited data, at best

Yet so much insight is available First-party anonymous data offers quality and scale Use cases: ads, web, mobile, email, etc.

Data requirements:– Start collection sooner– Available in real-time– Unified and centralized


AUDIENCE Q&A


Thank [email protected]

@andrewjns


Technology

DV 2016: Driving Contextual Experiences in the Anonymous Era