identity management - merkle management... · product . p978 term life : dm delivered 2/1/2012...

IDENTITY MANAGEMENT

© 2014 Merkle Inc. | Confidential 2

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

Identity Management

Platform Data

Platform Execution

Platform Enablers

Identity Management


Session Content

• An explanation of the identity graph

• Who are the players and how do they fit into the identity ecosystem

• The end goal


The Core of Enabler of cCRM is the Connected Customer View

• Consolidated view of the consumer across all touchpoints

• Allows clients to analyze their programs in context of the whole picture

• Valuable insights on consumer value, attitudes, and behaviors

• Attribution – provides foundation for effective measurement

• Multi-media, multi-channel optimization based on facts

Search

Social Print

DM &EM

Display

TV/Video

Mobile

Site

Product

LTV Segment

Demographics Life Events

Call center

Meetings


There is a constantly evolving definition of “identity” in the digital world

Email Cookie

IP address Digital set top ID

Mailing address Cookie Device ID

Probabilistic ID AdID Fb ID

70’s 80’s 90’s Today

12 Main Street Philadelphia, PA

Email Phone number

00’s

617-555-0728 12 Main Street Philadelphia, PA 617-555-0728


[email protected]

617-555-0728


[email protected]

#JohnnyDoe

011001000100110001 //asdohs.hhd.net 617-555-0728


[email protected]

#JohnnyDoe

011001000100110001

//asdohs.hhd.net

[email protected]

Pinterest: jdoe

JD’s iphone

011001000100110001

011001000100110001

//asdohsd.asiudhscns/html


Explaining the Identity Graph


Graphing the Identity


Graphing the Identity

Device Identity

Digital Identity

Terrestrial Identity


The Identity Ecosystem


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

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http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=zUpNyf-3Sjo0DM&tbnid=1L70jE5mHrZx4M:&ved=0CAgQjRwwAA&url=http://www.thesearchagents.com/2012/12/ad-innovations-for-2013-the-search-agency-pov/facebook-exchange-logo/&ei=9rAkUrfgHO65sQSZ4YHwBQ&psig=AFQjCNFJijQc0VQSfUya5ix-vLOVOCc9sw&ust=1378222710562434�

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=-UnZh20QosPuHM&tbnid=v2YPKDPrHjeckM:&ved=0CAgQjRwwAA&url=http://advertising.yahoo.com/article/right-media.html&ei=oLEkUsSzMcivsASO2YCQDg&psig=AFQjCNF3trdMwGLyQZ9FO4PkqgoOAtnP8Q&ust=1378222880850719�

http://www.google.com/intl/en/doubleclick/�

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=PYJ9u2TTKs4PJM&tbnid=jU57sEmioMwekM:&ved=0CAgQjRwwAA&url=http://atlassolutions.com/atpa&ei=t8QSUs2qB_Ti4AOqp4HQAg&psig=AFQjCNEWyHL6RRqhsNPqmmp1hYdtagYpcQ&ust=1377048119170796�

http://www.google.com/url?sa=i&source=images&cd=&docid=_oYrsRyCnkdW8M&tbnid=WVe5MNCSAqwzWM:&ved=0CAgQjRwwAA&url=http://www.adexchanger.com/platforms/cro-brody-aop/&ei=vtUlUuX8IsvD4APPqIGwCA&psig=AFQjCNFdcrTfDNSfbjMIfcn9be53YcaN2Q&ust=1378297662603095�

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Jx_u8IVtijzHvM&tbnid=QH_FZP_46wWQ5M:&ved=0CAgQjRwwAA&url=http://www.dmnews.com/discover-the-missing-link-closing-the-loop-between-online-marketing-and-offline-purchases/article/293431/&ei=48cSUuTaCsT84AO8zoGoAw&psig=AFQjCNFEQB6rmDf3K6WxD6E-DbzZWigwlQ&ust=1377048931230071�

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=DJ7wUxFXsjNeqM&tbnid=eTwODY030SkqLM:&ved=0CAgQjRwwAA&url=http://blog.tagman.com/?attachment_id=164&ei=kMgSUp_aH-7K4AOuhoCYCQ&psig=AFQjCNGJxpSM9kTrSr7QQuL1U6kMU0iT6g&ust=1377049104574015�

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Eblh215W_p3RqM&tbnid=ysP5O0jpZOIe8M:&ved=0CAUQjRw&url=http://dmany.convio.net/site/PageServer?pagename=Sponsorship&ei=xq9jUtTBLfWs4AOZqYDoCw&bvm=bv.55139894,d.eWU&psig=AFQjCNFiDf-6jUm0zO3D8pbSPtet2HERAg&ust=1382351167749201�

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=D8j_6xjkivBjNM&tbnid=UcEotNdC8XReQM:&ved=0CAUQjRw&url=http://fmscblog.com/news-updates/fmsc-on-instagram-vine-and-tumblr/attachment/instagram-logo/&ei=CL1jUo2RHPe24APx2IHYBg&bvm=bv.55139894,d.eWU&psig=AFQjCNE3ccxA1ueo7RSS0PNXo4PClz9tlw&ust=1382354563285560�

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vmtSWssbtviQ0M&tbnid=GPyEt9CKjJvBWM:&ved=0CAUQjRw&url=http://productforums.google.com/d/forum/tag-manager&ei=Fb5jUr27C9a24AO86IDoAQ&bvm=bv.55139894,d.eWU&psig=AFQjCNE0S14x-Z-GfpxT7eN7SqEiqVjlIg&ust=1382354822557611�

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hlaS6_adfXmeWM&tbnid=JnzQcG533mdHHM:&ved=0CAUQjRw&url=http://www.wordtracker.com/academy/linkedin&ei=bm1uUpaeN8_94AOWt4CYCQ&bvm=bv.55123115,d.dmg&psig=AFQjCNEgPynnfFZmRT-hg4jlj16sXdpopw&ust=1383055081844833�


Tag Management

• Software component

• Eases addition/deletion of tags/cookies to web based channels

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

• Where direct match is not available, cookies will be associated at a zip4 level

Device Identity

• Creates a probabilistic based identifier for a device

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Jx_u8IVtijzHvM&tbnid=QH_FZP_46wWQ5M:&ved=0CAgQjRwwAA&url=http://www.dmnews.com/discover-the-missing-link-closing-the-loop-between-online-marketing-and-offline-purchases/article/293431/&ei=48cSUuTaCsT84AO8zoGoAw&psig=AFQjCNFEQB6rmDf3K6WxD6E-DbzZWigwlQ&ust=1377048931230071�


The Role of the Identity Engine

Onboarding

Finds CRM audiences in the digital world

Consumer Data Integration

Terrestrial Identity

Associations

Identify Governance

Reference Base

Digital Data Integration

Device/Digital Identity

Associations

Identify Governance

Reference Base

Cross Device

Device graphs to associate cross-device events

Device Identification

Probabilistic device identification engine to recognize

device reoccurrence

Deterministic identity rules engine to manage identity

associations


The End Goal


This view is enabled through the utilization of advanced identity management services

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

Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1st, 2nd, and 3rd party data in a standard data model.


Identity management enables the creation and management of a longitudinal view of all interactions with that individual – the consumer event stream

User ID Date Time Event ID Event Desc

1234 2/1/2012 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

Consumer Event Table

Event Meta Data

Event ID EM088

Creative A2346 Insurance you can count on

Offer OI92365 $14/Mth for $25K Coverage

Product P978 Term Life

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

Clicks Branded Paid Search Ad 2/6/12 9:00 pm

Sent Email 2/2/12 5:05pm Opens Email 2/2/12 9:30 pm

Completes quote request on site 2/6/212 9:15 pm

Matthew Mobley Chief Marketing Technology Officer [email protected] @MatthewCMobley www.linkedin.com/in/matthewmobley

mailto:[email protected]�

identity management - merkle management... · product . p978 term life : dm delivered 2/1/2012...

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