IDENTITY MANAGEMENT

IDENTITY MANAGEMENT
Identity Management
Platform Data
The management and
association of identity attributes
across all channels and media.
The creation of a longitudinal
view of the experience a
consumer has with a brand (the
consumer event stream).
Identity Management
Audience
Management
Platform
Execution
Platform
Enablers
© 2014 Merkle Inc. | Confidential
Identity
Management
2
Session Content
• An explanation of the identity graph
• Who are the players and how do they fit into the identity ecosystem
• The end goal
© 2014 Merkle Inc. | Confidential
3
The Core of Enabler of cCRM is the Connected Customer View
Life Events
Call center
Demographics
• Consolidated view of the consumer across all
touchpoints
Site
LTV Segment
• Allows clients to analyze their programs in
context of the whole picture
Meetings
Product
• Valuable insights on consumer value,
attitudes, and behaviors
Display
• Attribution – provides foundation for effective
measurement
Mobile
DM &EM
Search
© 2014 Merkle Inc. | Confidential
• Multi-media, multi-channel optimization
based on facts
Social
Print
TV/Vid
eo
4
There is a constantly evolving definition of “identity” in the digital world
12 Main Street
Philadelphia, PA
0110010001001
//asdohsd.asiudhscns/html
10001
617-555-0728
[email protected]
12 Main Street
Philadelphia, PA
617-555-0728
12 Main Street
Philadelphia, PA
70’s
Mailing address
© 2014 Merkle Inc. | Confidential
12 Main Street
Philadelphia, PA
[email protected]
617-555-0728
0110010001001
10001
//asdohs.hhd.net
01100100010
0110001
12 Main Street
Philadelphia, PA
#JohnnyDoe
80’s
90’s
00’s
Phone number
Email
Email
Cookie
IP address
Digital set top ID
5
[email protected]
Pinterest: jdoe
[email protected]
617-555-0728
#JohnnyDoe
JD’s iphone
0110010001001
10001
//asdohs.hhd.net
Today
Cookie
Device ID
Probabilistic ID
AdID
Fb ID
Explaining the Identity Graph
© 2014 Merkle Inc. | Confidential
6
Graphing the Identity
© 2014 Merkle Inc. | Confidential
7
Graphing the Identity
Terrestrial
Identity
Device
Identity
Digital
Identity
© 2014 Merkle Inc. | Confidential
8
The Identity Ecosystem
© 2014 Merkle Inc. | Confidential
9
Identity Ecosystem
Audience
Platforms
Name & address
3rd party cookie
3rd party segment
Context
1st party cookie
Device ID
Geo-location
Social ID / handle
Cross Device
On-boarding
Tag Management
Identity
Management
© 2014 Merkle Inc. | Confidential
10
Cross Device
• Reference data asset
• Creates associates
between cookies and
device id on different
devices
On-boarding
• Reference data asset
• Creates associates
between a cookie and
consumer through
linking registrations to
the cookie
Device Identity
•
• Where direct match is
not available, cookies
will be associated at a
zip4 level
Creates a probabilistic
based identifier for a
device
Tag Management
• Software component
• Eases addition/deletion
of tags/cookies to web
based channels
© 2014 Merkle Inc. | Confidential
11
The Role of the Identity Engine
Onboarding
Deterministic identity rules
engine to manage identity
associations
Finds CRM audiences
in the digital world
Consumer Data Integration
Digital Data Integration
Identify
Governance
Reference
Base
Device Identification
Identify
Governance
Reference
Base
Terrestrial
Identity
Associations
Probabilistic device
identification engine to recognize
device reoccurrence
© 2014 Merkle Inc. | Confidential
Device/Digital
Identity
Associations
Cross Device
Device graphs to associate
cross-device events
12
The End Goal
© 2014 Merkle Inc. | Confidential
13
This view is enabled through the utilization of advanced identity management services
Customer, prospect, and
event stream data is
connected, delivering
comprehensive view
utilizing 1st, 2nd, and 3rd
party data in a standard
data model.
© 2014 Merkle Inc. | Confidential
Alias:
MarketableDig
Handle:
@MarketableTom
Name:
Tom Malthus
IP:
192.168.1.201
Address:
1001 Semblance Dr.
Cookie:
49526F636B
DOB:
10.03.1965
Phone:
443.542.4000
14
Identity management enables the creation and management of a longitudinal view of all interactions with
that individual – the consumer event stream
DM
Delivered
2/1/2012
Shown Display Ad
2/2/12 3:05pm
Calls 800#
Requests Info
and gives email
2/2/12 3:06 pm
Sent Email
2/2/12 5:05pm
Opens Email
2/2/12 9:30 pm
Clicks Branded
Paid Search Ad
2/6/12 9:00 pm
Completes
quote request
on site
2/6/212 9:15
pm
Consumer Event Table
User ID
© 2014 Merkle Inc. | Confidential
Event ID
Event Desc
1234
2/1/2012
Date Time
DM437
DM Delivered
1234
2/2/2012 3:05 pm
DI9076
Display Impression
1234
2/2/2012 3:06 pm
CC068
Inbound Call Center
1234
2/2/2012 5:05 pm
EM087
Sent Email
1234
2/2/2012 9:30 pm
EM088
Opened Email
1234
2/2/2012 9:30 pm
EM089
Clicked Email
1234
2/6/2012 9:00 pm
PS674
Clicks Paid Search
1234
2/6/2012 9:15 pm
Q8740
Completes Quote
15
Event Meta Data
Event ID
EM088
Creative
A2346 Insurance you can
count on
Offer
OI92365 $14/Mth for $25K
Coverage
Product
P978 Term Life
Matthew Mobley
Chief Marketing Technology Officer
[email protected]
@MatthewCMobley
www.linkedin.com/in/matthewmobley

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