Customer Identity is the New Currency: Signal featuring Forrester Research

Identity Is the New CurrencyUsing Data & Identity to Power Customer Experiences in 2015Signal WebinarMarch 31, 2015

Joe StanhopeSVP, MarketingSignal

Fatemeh KhatiblooPrincipal AnalystForrester Research

Today’s Speakers

Data is Foundational for Identity Preparing for Cross Channel Success: Solving the

Identity Puzzle Fireside Chat with Fatemeh Audience Q&A

Today’s Agenda

We deliver the data + identity foundation for cross-channel marketing.> We’re a SaaS marketing technology company founded in 2009.> We’ve got 150+ people on our global team.> We’ve raised $50 million from leading investors.> More than 15,000 brands and agencies rely on our

patented, real-time solution.


Data is foundational for identity


Three types of data to considerFirst Party

• “Owned” by your firm• Generated by

interactions with your own audience and/or customers

• Governed by your own privacy policies

Second Party• May be co-owned• Shared co-operatively

by or between business partners

• Includes data shared by your own customers

• Often anonymized or shared in aggregate

• Governed by a shared set of policies

Third Party• “Owned” by a vendor• Usually acquired on a

CPM-type basis for specific purposes

• Governed by a purchase agreement

• Can be aggregated or at the individual level


First-party data can tell you…

›Who an individual is: name, address

›How she interacts with your business

›How she feels about your brand


Second-party data can tell you…

›What her intentions are, and how her needs are changing

›How to reach her when she’s not on your site, and what content is most relevant to her

›The identity she manifests with your business partners


Third-party data can tell you…

›What demographic and psychographic segments she falls into

› Inferences about her interests and intentions


Different types of data create different identities


Identifying customers is complicated


Getting identity right is a powerful enabler of contextual marketing


Sephora lets customer help create identity


Kaiser enables better journeys with identity


Panera uses identity to improve experiences


ESPN & Foursquare leverage identity in micro-mobile moments


Insurance Box creates more engaged customers with shared identity


Disney invent analog experiences with identity


Next steps1. Identify moments in your customer journey that

could be improved with better identity

2. Identify the data sources that would enable better identity across your channels and business lines

3. Leverage partners to build out your identity platform

The Power of Identity

Signal Special Global Report A comprehensive look at the state of

identity in 2015

About the Survey Coverage in US, Canada, Europe, Latin

America, Asia, and the Middle East Brand and agency marketers 171 respondents 16 industries

Insight 1A unified customer view remains out of reach, keeping marketers stuck at the cross-channel starting line.

Less than half of marketers are satisfied with their cross-channel progress

Q. How satisfied are you with the progress your brand has made in integrating marketing campaigns across multiple channels, including online and offline touch points?

An adequate single customer view is the exception, not the rule

Q. Do you have a single view of your customers and prospects across devices and touch-points?

Insight #2Current approaches to a unified customer view are complex to implement and fail to plug the gaps.

Marketers prefer managing single customer view efforts in-house but take a variety of hybrid approaches

Q. What is the current or preferred approach to building a single view of your customers?

Despite significant effort, data coverage skews towards digital sources and major gaps still exist

Q. From which channels are you currently able to collect and integrate data?

Insight #3Gathering and merging data as customers interact across touchpoints remains a significant hurdle.

Few solutions are providing a complete set of capabilities to build an effective single customer view

Q. How well are your current tools and technologies helping you build a single view of the customer?

Satisfaction is lackluster across all aspects of single customer view solution capabilities

Q. How satisfied are you with the following aspects of your current single customer view solution?

Building profiles and collecting data are top challenges

Q. What have been the biggest challenges to building a single view of the customer?

Insight #4Marketers are focused on mastering data collection and cross-channel measurement before graduating to more advanced use cases.

Lack of a single customer view primarily inhibits measurement and personalization today

Q. To what extent does fragmented data or fragmented profiles hinder your marketing efforts?

Data collection challenges span channel and data coverage

Q. Are you able to capture data from every customer channel that’s important to you?

Insight #5Marketers’ eyes are on the cross-channel identity prize.

The vast majority of marketers say a single customer view is important or essential to meeting their objectives

Q. How important is a single view of the customer across touchpoints and devices to achieving your marketing goals?

A single customer view is worth the effort

Q. What are the business benefits to having a single view of the customer?

Take steps towards a single view Take a strategic approach to identity Start with a data assessment Be ready to integrate on the tech side Benchmark and monitor customer visibility over time

Recommendations

Fireside Chat

Audience Q&A

Thank You!Joe@joestanhope

Fatemeh@fatemehx2

Customer Identity is the New Currency: Signal featuring Forrester Research

Marketing

Transcript of Customer Identity is the New Currency: Signal featuring Forrester Research