Where does mobile data fit in your infrastructure?

Where does mobile data fit in your infrastructure?

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  Where does mobile datafit in your infrastructure? MP:SESSIONS
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  1990’s - 2013 www. 2013- PRESENT The customer journey is no longer single-threaded 6+Average US adult will have 6+ connected devices by 2020 Source: Gartner’s What Marketers Need to Know About Managing Identity, 24 July 2017 “Connected devices are everywhere, and that means that opportunities for customer engagement are also everywhere. But, to make these customer engagements count, they need to happen when and where they’re relevant, and that leaves little room for mistakes. From smartphones and watches to cars to virtual assistants, brands need a martech stack up to the task of acting on these mobile moments.”
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  Why worry aboutmobile data?
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  Image Placeholder Location Data Behavioral Data Push Campaign Data Email Campaign Data Service Data Server &ML Data HOLISTIC DATA INPUTS Mobile data provides additional context about the customer to inform marketers’ understanding of individuals “First, why would you want to collect mobile data? Beyond understanding how a customer gets from point a to point b in their customer journey, one of the main benefits of mobile data is that you can collect data types that would otherwise be unavailable to enrich your knowledge of individual customers. Then you can use it to power in the moment campaigns.”
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  Contextualized marketing isbased on customers’ context “For example, location data from a beacon provider can enable a marketer to automatically push an offer notification based on product browsing habits online to an individual’s phone when a customer arrives at your brick and mortar store. That’s what we call contextualized marketing, because it is based on your customer’s context. To create contextualized marketing, you need to be able to act on real-time data from every customer touchpoint in real time.”
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  Slow data stackscan’t keep up with mobile moments EXTERNAL VENDORS INTERNAL SYSTEMS RAW STORAGE DATA WAREHOUSE HADOOPCRM BI ETL JOB ETL JOB API LAYER
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  1. Where canyou collect customer data from? 2. What can you collect? 3. How can you collect it How to tell if your Martech Stack able to keep up with mobile:
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  1. Where canyou collect customer data from? 2. What can you collect? 3. How can you collect it How to tell if your Martech Stack able to keep up with mobile:
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  Web tools don’tsolve omnichannel problems • Anonymous and probabilistic • Cookie-based and asynchronous • No SDK or long-tail adoption only • Taxonomy-based or limited data model • Mainly ad-network & DSP integrations • Users are identifiable • Real-time API economy • Need for “battle-tested” SDK • Flexible data model, schema on read • Breadth & depth of integrations WEB TOOLS (DMP’S) TODAY’S REALITIES VS “Truth is, not all marketing clouds and data platforms are ready to collect data from all of your customer engagement channels. Many legacy systems, like DMPs and tag managers, were built to collect data from web properties and that’s what they do best. But, the moment you add mobile or connected devices into the mix, these legacy systems are at a loss.”
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  Revenue & Business Operations Engineering& Data Sciences Marketing & Customer Support Mobile & Web Product Every part of the organization is affected “Marketing, product, and engineering are left with data siloed across the different channels…”
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  UNIFIED CUSTOMER EXPERIENCE 360 DEGREE CUSTOMERVIEW GDPR GOVERNANCE & ENFORCEMENT INTEGRATED MARKETING Data silos make it impossible to create: “... and then have to figure out workarounds to unify and standardize data before being able to gain insight into their customers.”
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  1. Where canyou collect customer data from? 2. What can you collect? 3. How can you collect it How to tell if your Martech Stack able to keep up with mobile:
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  A CDP canhelp you create persistent profiles “For marketing systems to work you need high quality data to create persistent customer profiles, which we call contextual data. Contextual data includes includes things like location, time of day, demographics, and intent, among others. Having this data gives marketers a leg up when considering who they should target for push, email, display, etc campaigns.”
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  CDPs centralize datafrom all sources for activation COLLECT CONTROL CONNECT Internal systems & data warehouse Web Mobile Mktg automation Ad serving Analytics / BI Attribution Personalization Internal systems “The key here is being able to collect data from mobile, from web, and from third party partners, then matching it and attributing it to one person to create a complete profile. CDPs, like mParticle, are unique in the fact that they are able to collect all of this data as well as PII securely and in real time. No matter where someone is, if they log in or not, or what device they use, all of their data is unified into a profile. With a CDP, all of the different datapoint generated as customers browse, click, add to cart, or interact with your properties in some way is standardized and cleansed then attached to a customer profile by using deterministic matching to make it actionable. The best way to think about customer data points is by imagining a puzzle. Each datapoint is a puzzle piece and so while you may have all of the puzzle pieces, you’ll be hard pressed to make heads or tails of its meaning without putting it together. That’s what a CDP can do for you -- it can take all of those puzzle pieces, including the ones you may have lost along the way, and put them together into one profile to power your targeting.”
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  CDPs unify multidimensionalidentity securely Anonymous (No persistent id) Probabilistic match (xdevice id) Known user (email, mobile) Verified user (2fa,verification) PSEUDOANONYMOUSID Opt-Out Vertical Regulation Opt-Out Opt-In First Party TOS Perishable id (Cookie, ad id) Determinist match (hashed id) Contextual targeting Proxy-based targeting Audience Analytics Content Personalization xDevice Ad Targeting Multi-touch Attribution Simple Journey Analytics 1:1 Promotions Advance Ad Attribution Multi-channel Marketing Customer Support Full Journey Analytics Lead Scoring Direct Sales CRM Private Sales Access LTV Analytics Payments Privileged Info Access PRIVACY IMPLICATION
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  1. Where canyou collect customer data from? 2. What can you collect? 3. How can you collect it How to tell if your Martech Stack able to keep up with mobile:
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  mParticle processes datain real time DATA WAREHOUSING HADOOP & MAP REDUCE STREAMING DATA Drop relational assumption Programmability Open Source Batch → Real-time Daily → Continuous 1990’s 2008 2015 “As you know, mobile engagement is lightning-fast. Or, at least, it should be. Most companies base their entire marketing strategy on systems that collect and process data in batches at long intervals rather than in real time.”
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  X “For a brandrelying on this data to put retargeting logic in place, that means they’re perpetually working with outdated data. So, a customer might browse, then purchase a product, only to receive advertisements or emails promoting that product for hours or even days after they purchased depending on how long the intervals between batch processing are. For brands, that represents a missed opportunity to engage with a customer efficiently and decreases marketing efficiency, and for the customer, it’s a source of frustration that worsens the overall experience and can lead customers to opt out of further communications.”
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  Automate collection inreal time and eliminate manual or batch uploads Mobile/Web/OTT/etc. API Feeds Ingest data exhaust from attribution & engagement tools Instrument app(s) using an mParticle SDK Send data directly using our data ingestion API “To make the most out of your customers’ engagements with your brand on mobile, you need to be able to act in real time. That means being able to provide them with content and notifications that is relevant to them as an individual, not as a faceless data point within a larger audience, and batch processing just won’t cut it.”
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  CDPs create astreamlined data process, from mobile to web COLLECT CONTROL CONNECT Internal systems & data warehouse Web Mobile Mktg automation Ad serving Analytics / BI Attribution Personalization Internal systems “Mobile isn’t going anywhere. If anything, connected devices becoming more and more ubiquitous as the average consumer introduces new smart devices to their homes and every day routines. Brands relying on legacy systems unable to collect, transform, cleanse, and activate data from connected devices are already behind the times, and it will only worsen as new channels and devices surface. When it comes to determining your martech stack’s ability to meet mobile needs, asking yourself where, what, and how you collect data will help you gauge your brand’s preparedness for the future of advertising and marketing.”
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  Thank you! MP:SESSIONS Learn moreat: http://www.mparticle.com/resources