Category: Customer Data Platform

Neustar partners with Permutive to Provide Addressability, Scale and Privacy Through Publisher Cohort-Based Advertising

Posted on by Deepak Nair

Neustar Inc., a TransUnion company, today announced a partnership with Permutive to enable trusted connections between advertisers and publishers by bridging the gap between consumer identity data and a privacy-first web.

The partnership brings together the Neustar Fabrick™ data connectivity platform within the Permutive Audience Platform for advertisers and publishers to collaborate securely without the use of third-party cookies or device IDs. The partnership safeguards advertiser and publisher first-party identity data to bring addressability, transparency and privacy to digital advertising.

Permutive’s Audience Platform powers the leading Publisher Cohort Infrastructure on the open web. Extending Neustar Fabrick into cohorts allows publishers to meet advertisers’ demand for their audiences in a secure environment. This partnership is the first integration of this kind at Permutive and paves the way for a more responsible web.

With this partnership, advertisers and publishers can work together to build and activate their desired audiences at scale via Publisher Cohorts across high-quality, premium publisher inventory. Publisher Cohorts are a privacy-preserving approach to activation that groups like-minded users based on similar characteristics and behaviors – without identifying individuals.

Microsoft’s Brand New CDP – Customer Insights

Posted on by Deepak Nair

MICROSOFT’S BRAND NEW CDP – CUSTOMER INSIGHTS

Know your customers like never before with a real-time customer data platform. Discover the new, powerful engagement insights from Microsoft that delivers  the most comprehensive view of your customers.

Holistic view of Customers : To understand Customers or Prospects by Unifying and Enriching data in complete, centrally accessible profiles that deliver more personalized experiences. Create comprehensive view of each customer across channels—including campaign responses, in-store and online visits and purchases, loyalty redemptions, customer service encounters, social interactions, or IoT signals.

Data from Multiple Sources equals Comprehensive Insights : Access demographic, transactional, or behavioral data in real time from a variety of sources. This data helps ensure customer profiles are up to date and can generate relevant insights.
Simplify the process of pulling in data with pre-built connectors available for myriad first- and third-party data sources, and organize customer data to derive powerful insights.

Unify Data for More Actionable Insights:  The Data Unification Process aims to bring together data that is locked in disparate systems and applications to create a master customer data set for a more complete view of your customers.

The data unification process entails three steps: Map, Match, and Merge.

In the first stage, entities are mapped to a Common Data Model (CDM) schema.In Customer Insights, entities are data sets.

Many of the product processes—including data unification, relationships and segmentation, and measures and activities—are organized around the entities you choose.

Once the entities have been identified, select the attributes that you want to combine and reconcile in the Match and Merge phases.

The Match phase allows you to specify how to combine your data sets into a unified customer profile using deterministic and probabilistic matching. One can learn to evaluate the quality of match pairs and define rules to improve.

The Merge phase is the last step in the data unification process.

Conflicting data, such as customer names or phone numbers, might appear in different formats in data sets for the same record. The primary purpose of this step is to reconcile conflicting data

Enrich Data to Extend Solutions: Microsoft Graph provides proprietary audience intelligence such as demographics and interests, market trends, and product and service usage data. Bring in third-party sources to further enrich customer profiles and find new audiences and segments.

Generate Insights for an Improved Customer Experience: AI proactively recommends segments and generates predictive insights that drive optimized customer experiences and processes.

Discover new audience segments with AI-driven recommendations or define custom segments.
Segments group your customers into Cohorts based on Demographic, Transactional, or Behavioral Attributes.
Define sophisticated filters around the customer profile entity and its graph of related entities. Each segment outputs customer records that you can export and act on.
Measures represent key performance indicators (KPIs) that reflect the performance and health of specific business areas.
Create an intuitive experience for building different types of measures by using a query builder that doesn’t require you to code or validate measures manually.
Export segments to sales and marketing applications to generate more targeted actions, such as promotional campaigns, sales activities, or customer support.

Activate Insights to Drive Better Solutions : Now that we have seen the power of data configuration and segmentation, let’s look at how this comes to life in day-to-day business operations. The Export destinations page shows you all the locations you’ve set up to export data to. You can add new destinations to personalize marketing strategies and safely connect with brands across social, digital, and TV ecosystems.

  • Leverage Timeline Control and Demographic Control to unlock rich insights on selected customers, including their location, age, and latest activities.

  • Connect Customer data with Microsoft Power BI to customize dashboards and reports.

  • Trigger workflows in response to customer signals by using Power Automate.

  • Build Custom Apps with Customer Insights embedded with Microsoft Power Apps.

  • With mobile apps that provide a 360-degree view of their customers, this empowers sales representatives to provide more personalized service.

Advanced Analytics for Deeper Insights : Leverage Azure Machine Learning (AML) to customize and train models for predictive insights that can be directly imported into the customer record. The predictive web service can be scheduled at predetermined intervals to automatically refresh and update the prediction scores.

Derive deeper insights with Azure Synapse Analytics, which combines customer data and enterprise data to improve data completeness, run high-speed analytical processing, and build custom machine-learning models.

Data Security, & Compliance to help one stay Current : Built on a secure and hyper-scalable Azure platform, advanced features help ensure that your organization is secure and compliant.

  • You can support data privacy and General Data Protection Regulation (GDPR) compliance with corporation-ready security and built-in governance tools, all while retaining full ownership of your data.

  • Customer Insights is available for government and public customers with higher compliance needs, allowing them to better understand and interact with citizens, empower employees, and transform cities at scale.

Essential Guide to Tealium AudienceStream

Posted on by Deepak Nair

Understand Everything related to AudienceStream | Unify Customer Data and power Real-Time Audience Engagement 

  • Tealium AudienceStream is the leading omnichannel customer segmentation and action engine, wherein the tool provides robust audience management and profile enrichment capabilities with the ability to take immediate, relevant action
  • AudienceStream allows one to create a unified view of of the customers, correlating data across every customer touchpoint, and then leverage that comprehensive customer profile across your entire digital marketing stack.
  • Tealium AudienceStream CDP comes with patented visitor stitching technology that constructs highly accurate, comprehensive and actionable customer profiles. Use the data within these profiles to define high or low value customers, key engagement insights, or milestones that can then be used to create audiences.



AudienceStream Demo

The Top 10: A Detailed Guide to AudienceStream Use Cases




The AudienceStream Customer Data Platform becomes the central hub where customer data is orchestrated across customer touch points, teams and technologies.

Raw event data contains the seeds of customer behavior insights, but that basic, building-block data needs to be transformed into customer-level intelligence.

Build Attributes, Rules, and Actions

Combine and enrich customer data in any way. Build insights directly into your data with attributes you define. Automate actions based on your own business rules

FUEL YOUR IDENTITY RESOLUTION

A fundamental component in your customer engagement strategy, identity resolution. This is the process of collecting data across user touchpoints and applying them to a single user profile. Learn how Tealium can help fuel your identity resolution and enrich visitor profile through visitor stitching.




mParticle + LiveRamp

Posted on by Deepak Nair

 

Nora Fatehi

mParticle customers can now leverage LiveRamp’s industry-leading identity graph and exponentially expand their reach to deliver privacy-friendly exceptional customer experiences virtually anywhere.

mParticle already helps marketing teams ingest first-party customer data from any source or system, to automatically assemble a single customer view, and coordinate real-time data syncs across hundreds of leading marketing, analytics, and data warehousing APIs.

LiveRamp gives organizational teams access to the industry’s largest deterministic identity graph, while also providing integrations with the top platforms in the digital ecosystem.

mParticle’s LiveRamp for Targeting premium offering, a first-of-a-kind solution that combines the speed and flexibility of mParticle with LiveRamp’s powerful identity graph for greater audience reach at scale. 

This premium feature gives mParticle customers the ability to build audience segments with customer profiles in mParticle that are then augmented with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, and data providers in LiveRamp.

This joint offering creates the largest integration network in the industry by extending mParticle’s 275+ event and audience integrations to now include 550+ LiveRamp-powered integrations—including Sizmek, MediaMath, Flashtalking, and Google Marketing platform, among others—for measurement, media delivery, and search use cases while being privacy-conscious and keeping customer data safe at all times.

Benefits

LiveRamp for Targeting will provide our joint customers with exceptional benefits, namely the ability to:

  • Increase addressable audience
    Combine first-party identifiers captured in mParticle with LiveRamp’s Identity Graph, the largest deterministic graph on the open Internet, with more than 240 million consumers.
  • Reach consumers wherever they are
    Manage LiveRamp-powered integrations directly from within mParticle to build engagement with consumers on all the channels they frequent.
  • Deliver exceptional customer experience
    Combine user identifiers in mParticle with anonymous device IDs, cookie IDs, and other online customer IDs from publishers, platforms, or data providers allowing marketers to measure the success of their campaigns by having a consistent view of the user in anonymous spaces.
  • Increase speed of onboarding
    Reduce the time-to-value typically experienced through traditional onboarding by driving activation in real time. Create audience segments once within mParticle enriched with LiveRamp’s identity graph data and forward them anywhere downstream.
  • Improve privacy controls and governance
    Safeguard customer choice and privacy across all channels with improved customer profile management by combining user identifiers in mParticle with third-party identities

10 Questions to Ask Your Customer Data Platform Vendor – REDPOINT

Posted on by Deepak Nair

A true CDP is an enterprise solution that ingests all sources and types of enterprise customer data to provide an always-on, always-updating golden record that is continually available at low latency to all touch-points and users across an enterprise.

Customer Data Platform

It should help you…

  1. Bring together data from across your organization;
  2. Know all that is knowable about your customers;
  3. Deliver relevant, personalized offers whether customers are in your physical location, online, or on their mobile device;
  4. Recognize a customer across multiple channels and interaction touch-points;
  5. Build progressive profiles and create privacy-compliant persistent customer records that anyone appropriate throughout the enterprise can access when they need it.

There are 10 questions you should ask the vendors on your short list to ensure their platform meets that criteria before you invest in their CDP:

  1. What kind of data structures does the CDP accept? A true customer data platform supports any kind of data, whether batch or streaming, internal or external, structured or unstructured, transactional or demographic, personal or general.
  2. What kinds of databases does the customer data platform integrate with? CDPs are database-agnostic and take an open garden approach to handling data. This means it should be able to function equally well with Hadoop, NoSQL, and traditional data warehouse technologies.
  3. What solutions does the CDP accept data from? The function of a CDP is to provide a fully unified view of the customer. Real customer data platforms are able to ingest data from every solution in the marketing stack, without limitation.
  4. How does the customer data platform resolve customer identities across touchpoints? CDPs are meant to provide a single point of control for all that is knowable about a customer, whether that point of control is in marketing, IT, or elsewhere. Identity resolution — the process through which individual customers’ identities are searched, analyzed, and linked across disparate data sources — is a key facet of learning all that is knowable about a customer.
  5. Can the CDP accept data from offline and online sources? – Many customer data platforms are designed to ingest data only from digital sources. It’s not possible to create a holistic customer view solely with online data. A true CDP accepts data from offline sources just as easily.
  6. Does the customer data platform accept batch and streaming data? Some data tools can process only batch data or only streaming data, not both. Real CDPs accept, ingest, and process both.
  7. Can the lines of business easily leverage the CDP? Customer data platforms are not IT-only solutions. They’re meant to make it easier for marketers and other business users to access the cleansed customer information they need in real time and without IT assistance. IT can be that single point of control that manages the data, but, ideally, they won’t need to use the CDP to provide marketers with models and data cuts.
  8. How flexible is the CDP? A customer data platform that requires expensive updating to accept data from new sources isn’t as robust or useful as a CDP that is built to easily accept new inputs.
  9. Is it easy to keep the unified customer profile updated? The hallmark of a CDP is that it keeps each customer’s golden record constantly updated. If the solution you’re considering can’t do that, it’s probably not a real customer data platform.
  10. How quickly is clean, updated customer data made available? Many solutions help marketing build and maintain a golden customer record, but only a true CDP makes that profile available to marketers and other line of business users in one or two seconds or at most a few minutes. “Onboarding” processes that take 24 hours to ingest new first-party data are not the speed of the customer.

Insights Engine: Go beyond Transactions data: Gauge the Customer Intent

Posted on by Deepak Nair

With Advanced Analytics platform, you can increase your return on investment across marketing, sales, product and category management, by:

Growth for Knowledge (GFK) Consumer Insights Engine
  • Understanding Customers/Prospects
  • Stimulating Demand with Messaging
  • Optimizing Visibility with Marketing Channel Mix
  • Becoming the chosen brand in the target Market
  • Providing the optimal customer product experience
  • Win at every stage of the purchase journey

Empowering Marketing, Sales, Product, and Category Management Business functions to answer key questions with Actionable Insights

  • What triggers the realization of a need to purchase?
  • What channels do consumers use when researching products?
  • What are the important attributes for consumers when deciding to purchase?
  • What do the purchasers think, & talk about the products?
  • How understanding your customer’s purchasing behaviors and decision-making can drive sales.

The Consumer Journey Module is the first, and only solution for Manufacturers, and Retailers in the technology and Consumer Durables Industries to combine the most comprehensive collection of point of sales data with

  • AI Enabled Consumer Review Data
  • Online Consumer Behaviour Data

Source: https://digital.gfk.com/consumer-journey-insights