Rethink Identity and Audience Management - Digital Marketing Presentation at StrongView Summit 2015
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Rethink Identity and Audience Management Lisa Taylor, Director of Customer Marketing at Redfin Catherine Magoffin, Director of Strategic Services at StrongView
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Transcript of Rethink Identity and Audience Management - Digital Marketing Presentation at StrongView Summit 2015
Rethink Identity and Audience
ManagementLisa Taylor, Director of Customer Marketing at Redfin
Catherine Magoffin, Director of Strategic Services at StrongView
WITHOUT IDENTITY
CONTEXT IS IMPOSSIBLE
Agenda
• Why is identity data such a challenge for
marketers?
• How does Redfin use identity data to deliver
consumer value?
• What steps can marketers take toward rethinking
identity?
Why is identity such a challenge for marketers?
Fragmented Identities = Fragmented Experiences
If you knew when a
customer opened your email, how
would you adapt that message?
Location
Weather
Device
?[ ]
How does Redfin use identity data to deliver
consumer value?
Jobs to be done at Redfin
What steps can marketers take toward
rethinking identity?
Steps to Rethinking Identity
Identify any data gaps across channels Deploy data gathering and activation strategies
Test and optimize programs with actionable
data across the lifecycle
Audit available and actionable identity data
Lisa Taylor
Director of Customer Marketing at
Redfin
Catherine Magoffin
Director of Strategic Services at
StrongView
Thank you!
