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© 2019 eMarketer Inc.
Identity Resolution &
Predictive Segmentation
Best Practices for Executing the Right Strategy
in a Digital-First World
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John Barnes
Chief Technology Officer
Infutor Data Solutions
Nancy Taffera-Santos
Senior Vice President of Media
Solutions and Strategy
eMarketer
Presented by
MODERATOR
October 9, 2019
Tech-Talk WebinarBegins at 1:00 PM ET
PRESENTERS
Matt Hussey
Director of Solutions Engineering
Ruf Strategic Solutions,
an Infutor company
WEBINAR
Identity Resolution &Predictive Segmentation
Best Practices for Executing the Right Strategyin a Digital-First World
October 9, 2019
Today’s Presenters
John BarnesChief Technology Officer
Infutor Data Solutions
Matt HusseyDirector of Solutions Engineering
Ruf Strategic Solutions, an Infutor Company
3
Identity Resolution Overview
Data Related Spend
5
Marketer Spend on Identity Resolution Solutions Continues to Accelerate, Indicating a Push Towards Optimizing Customer-Centric Marketing
29.5%
CAGR 2018-2022E
Market Demand Trends
• The data onboarding market (encompassing both onboarding for
paid media and onboarding for owned media/ personalization uses)
surpassed half a billion dollars in 2018 and is expected to reach
nearly $1.5BB by 2022E, growing at a 30.2% CAGR from 2017 to
2022E
• Marketers’ shift toward omnichannel strategies and personalization
across all channels fuels usage of onboarding; use cases from
CRM to digital targeting continue to mature
• As marketers continue to prioritize the growth of owned data assets
by collecting an increasing amount of data on their customers,
CRM databases will grow and so too will the number of media
channels that can be activated using CRM data—this will further
facilitate onboarding growth
• For the market to continue to grow, service providers must
provide ongoing education to inform marketers about
onboarding use cases and opportunities; this includes developing
case studies that demonstrate the benefits of first-party marketer
data flowing through the entire marketing technology
*: Includes spend on identity resolution and identity graphs (e.g., device graphs and non-PII providers)
Sources: Winterberry Group spend analysis, eMarketer (2018, 2017), AdAge (2017)
$0.9
$1.2
$1.6
$2.1
$2.5
2018 2019E 2020E 2021E 2022E
U.S. Marketer Spend on Identity Solutions*2018 - 2022E ($USBB)
6
Why Marketers are Focused on Identity
7
• 70% of US digital marketers say perceived
demand from customers will be an important
driver of their data-driven marketing efforts
• 47% pointed to the growing emphasis on
measurability and accountability
• Marketers are relying more than ever on first-
party data to personalize customer
experiences, though external data still plays a
major role
Identity Graph Plays Major Role in Identity Resolution
In a recent Forrester Report,
The Identity Graph is “the Key to Identity Resolution,”
• An identity graph is “a graph that defines connections between the
numerous, fluid, and disparate identifiers created during customer
engagement with brands.”
• The Identity Graph “is the foundation for identity resolution and customer
engagement”
▸ “Connects disparate consumer identifiers into an accurate and complete view”
▸ “Effective identity resolution and customer profile development depends on the
precision, depth and scale of the identity graph”
• The Identity Graph “represents a fundamental shift in identity resolution
capabilities”
▸ “Brands increasingly view the identity graph as a standalone data asset apart
from identity resolution solutions”
▸ “Sophisticated marketing organizations see value in developing and directly
controlling proprietary identity graph capabilities”
8 Source: Q&A: What Marketer Need to Know About Consumer Identity Graphs As the Key to
Identity Resolution, The Identity Graph is Having a Moment by Joe Stanhope, August 26, 2019
Forrester: Q&A What Marketers Need to KnowAbout Consumer Identity Graphs
9 Source: Q&A: What Marketer Need to Know About Consumer Identity Graphs
As the Key to Identity Resolution, The Identity Graph is Having a Moment by Joe Stanhope, August 26, 2019
Identity Solutions are Expanding, Fueled by Demand for Personalized Marketing Across Increasingly Complex, Multi-Device Consumer Journeys
Use Case Overview:
Analytics: Leveraging audience information, including CRM, digital behaviors and declared and inferred interests, to
develop segmentation, predictive models and machine learning
Measurement and Attribution: Overlay digital campaign exposure data with CRM and purchase data to measure
results
Customer Retention/Cross-Sell: Leverage previous offline transaction data to develop audience segments and
deliver relevant offers for additional products/services online
Personalized Content Delivery: Leverage audience behaviors and attributes to personalize content and offers to
meet audience interests and needs, including based on location
Offline-to-Online Retargeting: Send messages to audiences that visited in-store or at a physical location and
registered
Location-Based Targeting: Using mobile, location and device data, deliver content to registered customers with
offers and messages when they are in the vicinity of a certain location
10
Implementing Identity Resolution
Call Center
Customer Relationship Manager (CRM)
Automated Marketing Platform
Online Shopping Cart
In Store Purchase
Accounting / Billing System
Analytics EngineCustomer Data Platform (CDP)
Social Media Targeting Mailing List
Identity Resolution with an Identity Graph
IDENTITY GRAPH(MASTER SOURCE OF TRUTH)
12
Converting From an Unknown...
???
13
...To a Single Known Identity
JohnathonR. Smith
169875214
Infutor IdentityGraph
PHONE NUMBERS:
(555) 240-4413 (mobile)
(555) 312-1242 (landline)
(555) 312-8674 (business)
EMAIL ADDRESSES:
jonsm@work.com
jrs312@email.com
johnS09@email.com
ADDRESS HISTORY:
32 W Dundee Rd. Chicago, IL 60616
523 N. Main St. Chicago, IL 60617
126 Broad St. Chicago, IL 60624
MOBILE ID1: 6D92078A-8246-4BA4-AE5B-76104861E7DCMOBILE ID2: 8E16897D-9562-5CE5-FR7F-65588528R8DW MOBILE ID3: 2B92858Z-1349-7BV7-EP7Y-42308407V8RY
ALIASES:John, Jon, Jonny
NAME: John Smith
ADDRESS: 523 Main St.
PHONE: 555-312-1242
CR
M
NAME: Jon Smith
EMAIL: jonsm@work.com
PHONE: 555-312-8674
MA
RK
ET
ING
PL
AT
FO
RM
NAME: Johnathon S.
ADDRESS: 32 W Dundee Rd.
PHONE: 555-240-4413
CU
ST
OM
ER
SU
PP
OR
T
NAME: S John
EMAIL: jrs312@email.com
MOBILE ID: 31a54e11482bc21
CD
P
14
Safe Harbor for Anonymizing Data
15
Name: Johnathan R. Smith
Address: 32 W Dundee Rd. Chicago, IL 60616
Phone Number: (312) 555-5248 (mobile)(312) 555-1986 (landline)
Email Address: jrs@email.com
Homeowner: Y
Married: Y
Children: Y
Age: 38
Automobile: 2015 BMW 325i
Home Value: $400,000-$450,000
Sq Ft: 2,200
Mortgage Amt: $380,000
Hashed Email Address:2274cf90b1a5c31b6401f
4359c15787c
Mobile Ad ID:6D92078A-8246-4BA4-AE
5B-76104861E7DC
• • • • • • • • • • • • • • • • •
Homeowner: Y
Married: Y
Children: Y
Age: 38
Automobile: 2015 BMW 325i
Home Value: $400,000-$450,000
Sq Ft: 2,200
Mortgage Amt: $380,000
Crosswalk / Safe Harbor Connection
Hashed Email Address2274cf90b1a5c31b6401f4359c15787c
6D92078A-8246-4BA4-AE5B-761048
61E7DC
Mobile Ad ID
AudienceClusterSegments
AudienceCluster
Segments
Building an Identity Graph
Raw Data Ingestion
Cleansing Identity Resolution
Output Activation
Disparate authoritative data
sources and inputs are
collected from their respective
sources
Data is standardized for
distribution to the Data Lake,
Data hygiene and
standardization occurs
Data is processed with aim of
establishing deterministic
matches and universal view
of the audience member
• Deterministic Matching
• Linking
• Validation
• PID Assignment
• Probabilistic Calculation
Completed Identity and view
of Individuals comprised of
profiles that represent
individuals (based on PII and/or
non-PII data) with all relevant
deterministic and probabilistic
attributes and identifiers linked
to that Identity
Measurement and Attribution
Cleanse, Verify, Identify
Targeting, Segmentation, and
Personalization
Enhance and Complete Profiles,
Drive Insight
Identity Graph
Standardize
Hygiene
Emailaddresses
MoverData
Directory Assistance
Digitalbehavioral
data
Voter Registration
Real Property
data
AutoData
DeviceID
Kiosk Nameand address
DataEmail
addresses collected
on website
Hashed Digital identities
Incoming phone traffic
16
Tactical Steps to Resolving Identity: Matching
17
AuthoritativeData
• • • • • • • • • • • • • • • • • •
A data source is authoritative when it is the one all others rely upon for the reliable and accurate information.
An authoritative source is known to be reliable because its authority or authenticity is widely recognized.
Deterministic Data and Matches
• • • • • • • • • • • • • • • • • •
A technique of comparing identifiers of a data record with those of another
Definitive or exact match of values in two unique pieces of data or identifiers
The most effective approach for delivering accuracy
Probabilistic Data Matches
• • • • • • • • • • • • • • • • • •
Sometimes called fuzzy matching
Uses Deterministic data to create : inferred, modeled or probable assumptions
Can provide for greatest possible scale in establishing an audience when limited data available or permissible
Consumer Identity Markers
• • • • • • • • • • • • • • • • • •
• Name/Address
• Phone
• Hashed Email
• Mobile Advertising Device ID (MAID)
What types of data and validation methods are there ?
The Pathway to Segmentation: Enriching Resolved Identities
JohnathonR. Smith
169875214
Infutor IdentityGraph
PHONE NUMBERS:(555) 240-4413 (mobile)
(555) 312-1242 (landline)
(555) 312-8674 (business)
EMAIL ADDRESSES:jonsm@work.com
jrs312@email.com
johnS09@email.com
ADDRESS HISTORY:32 W Dundee Rd. Chicago, IL 60616
523 N. Main St. Chicago, IL 60617
126 Broad St. Chicago, IL 60624
MOBILE ID1: 62i24e89482li53 MOBILE ID2: 31a54e11482bc21
MOBILE ID3: 25p46f74469pn56
AUTOMOBILE:
2015 BMW 325iVIN #: WBGDG83649A005289
DECEASED FLAG: N
LIFESTYLE:Donor to Charity,
High-tech Enthusiast,
Cooking and Wine
PURCHASE HISTORY:
9/12/2017, $535.58
7/13/2017, $223.86
PROGRAMS:
Facebook audiences,
email, programmatic
ALIASES:John, Jon, Jonny
DATE OF BIRTH:
5/12/1981
HOMEOWNER: Y
SALE DATE: 05/2012
SALE PRICE: $462,500
MORTGAGE AMT:
$380,000
NAME: John Smith
ADDRESS: 523 Main St.
PHONE: 555-312-1242
CR
M
NAME: Jon Smith
EMAIL: jonsm@work.com
PHONE: 555-312-8674
MA
RK
ET
ING
PL
AT
FO
RM
NAME: Johnathon S.
ADDRESS: 32 W Dundee Rd.
PHONE: 555-240-4413
CU
ST
OM
ER
SU
PP
OR
T
NAME: S John
EMAIL: jrs312@email.com
MOBILE ID: 31a54e11482bc21
CD
P
SSN: XXX-XX-9441
MARITAL STATUS: M
18
Audience Segmentation
Segmentation Analysis
Geographic:Region, State, County, City, etc.
Demographic:Gender, Age, Marital Status,
Children, Occupation, Income, etc.
Psychographic:Behaviors, Attitudes, Values, Interests,
Personality Traits, Media Usage,
Brand/Product Preferences, etc.
Technographic: Technology, software, mobile
preferences/attitudes
20
Segmentation on Many Attributes - Clusters
• Segmentation needs to recognize interactions
across a wide array of data attributes
• Cluster Analysis discovers differences &
similarities on many data dimensions
• Reveals targeting that may not be visible on
the surface
• Allows us to create deep descriptive insight on
customer segments
Top Performing Clusters
22
Key Demographics Among Top Clusters
AGE RANGE
HEAD OF HOUSEHOLD AGE
HOME OWNERSHIP
RESIDENCY LENGTH
MARRIED
HOUSEHOLD INCOME
CHILDREN PRESENT
AGE RANGE
HEAD OF HOUSEHOLD AGE
HOME OWNERSHIP
RESIDENCY LENGTH
MARRIED
HOUSEHOLD INCOME
CHILDREN PRESENT
AGE RANGE
HEAD OF HOUSEHOLD AGE
HOME OWNERSHIP
RESIDENCY LENGTH
MARRIED
HOUSEHOLD INCOME
CHILDREN PRESENT
23
Key Media Channels
TELEVISION
RADIO
MAGAZINE
OUTDOOR ADS
NEWSPAPER
INTERNET
YOUTUBE
TELEVISION
RADIO
MAGAZINE
OUTDOOR ADS
NEWSPAPER
INTERNET
YOUTUBE
TELEVISION
RADIO
MAGAZINE
OUTDOOR ADS
NEWSPAPER
INTERNET
YOUTUBE
24
Lookalikes: Analyze top performing
segments to identify high-propensity
lookalike audiences
Channels: Identify demographics and
buying behavior of top clusters to
customize channel targeting (digital,
social, TV)
Personalize inbound and outbound:
Customize messaging based on
cluster to improve conversions
Performance Quadrant
25
Marketing Activation of Lookalike Audiences
Cluster Groups: • B13: Free at Last
• C04: Sunny Suburbia
Location• Los Angeles County
• Orange County
• Riverside County
Attributes:• Homeowner: Y
• Home value > 250K
• GeoCredit score: >700
Channels:• Social
• Digital/DMP
Targeted Audience
jsmith@email.com
smitjj@yahoo.com
jbjones@aol.com
jessj@gmail.com
jjones@xyz.com
susiem@email.com
susma@email.com
kev101@email.com
kmartin@gmail.com
jessoh@aol.com
jmo123@xyz.com
alice75@email.com
sammiek@xyz.com
26
Marketing Activation of Lookalike Audiences
Digital Activation
27
Social Channels Email
© 2019 eMarketer Inc.
Identity Resolution & Predictive Segmentation
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John Barnes
Chief Technology Officer
Infutor Data Solutions
Presented by
MODERATOR
October 9, 2019
Tech-Talk WebinarBegins at 1:00 PM ET
PRESENTERS
Matt Hussey
Director of Solutions Engineering
Ruf Strategic Solutions,
an Infutor company
Nancy Taffera-Santos
Senior Vice President of Media
Solutions and Strategy
eMarketer
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