Using Identity and Attribute Data For More Effective Marketing Initiatives

Broadcast marketing is dead. Sending the same message to everyone of your customers is less effective every year.

A more effective approach is to build campaigns to a select a group of your customers. You can do that with accurate identity and attribute data about your clients:

  • Identity data is the primary data about your customers — for example: name, address, phone and email address.
  • Attribute data is more detailed data like their age, income, gender and education.

With better information, you can identify what will appeal to specific customers and create more relevant promotional messages to meet their needs. Let’s take a closer look at identity data and attribute data.

Identity Data Points

Identity data refers to data points you can use to identify one customer from another. Every media channel in some way uses identity data. Smart phones have specific device IDs. Internet browsers utilize cookies to ID users. Retailers and online platforms routinely use e-mail addresses as identity data.

Once you have identity data about different clients, you can customize your promotional messages for very specific audiences, rather than using a broad message which may only appeal to a finite segment of your client base.

All Phases of the Marketing Funnel

Identity data is prominent in many phases of advertising, marketing and digital analytics. Brands use it throughout their marketing funnel. Online publishers and media routinely check their site metrics and visitors using identity data.

There are many forms of identity data. Low-level data like cookie IDs identify web browsers, but don’t provide a lot of information about your clients. E-mail addresses, in contrast, span several media channels, tend not to change much, and are usually specific to an individual person. That’s why progressive marketers want to collect and utilize stable data points.

Attribute Data Adds Depth

In a previous article we discussed the Differences In Data sourced for marketing initiatives. There are also different types of attributes accessible for marketing purposes, such as demographic, geographic, interest, and behavioral.

Gender, age and income are all examples of attribute data. This is demographic information that provides more complex and actionable information about your customer. It can include things like whether they are a premium or regular customer.

Attribute data is used in creating, developing and implementing marketing and promotional efforts. Examples of this include:

  • Encouraging members that have passed the two-year membership to sign up for the premium membership level.
  • Targeting specific product deals to customers that have bought similar products in the past.
  • Segmenting product promotions by market depending on weather conditions.

Eliminate Noise and Inefficiency

Each of these data points provide leverage that has not been available in the past. Now marketers can reach customers with more effective messaging that provides more value to them. It not only features products and services they want, it eliminates the noise of anointing broadcast marketing which hits many people outside the target market.

Cross Channel Optimization

This is becomes more complex as customers interact with your business across a variety of channels. Let’s say one of your customers opens an email, later searches for your product online, asks for opinions from friends on Facebook, or they watch a YouTube video about it. A profile of this customer spans across multiple channels to provide unified information which is powerful for marketers. There are a variety of technology solutions to support the complexity of identifying, tracking, and matching users across multiple channels.

You can segment your audience to target users more effectively. The data is anonymous so privacy is respected. But you can get a view across multiple channels which changes marketing. You want to be able to build campaigns that reaches clients across channels, understands their behavior and segments their message.

Data Collection Mechanisms

The question then becomes do you have the right mechanisms to collect this data. And do you know how you’re going to utilize it after you’ve gathered it?

The secret is to get the clearest picture of your target customer as soon as you can. The challenge is that the data is constantly changing. People move, get new email addresses, and change their phone number.

Using the proper data is critical to ensure the effectiveness of every direct mail piece, email message or retargeting campaign you initiate. The only way these efforts work is if you have accurate data that you keep up to date.

Transparency and Trust

You can gather more information, and more accurate information if you communicate to your clients and prospects how their data will be used. A recent Gigya study showed that a large majority of respondents will click out of online registrations because they feel concerns about how their information will be used.

It’s important to address these concerns because accurate information is key to effective messaging. That’s why some online platforms like Facebook have introduced line by line permissions in their sign-up process. This is the practice of asking several questions after login that allow customers to decide how their information will be used.

Building and developing a relationship with your customer is crucial for long term success, so transparency and trust are core values to your marketing initiatives. It is mutually beneficial to the customer and marketer, so both gain value in the relationship.

More Effective Messaging

It’s important to collect accurate identity and attribute data not only because you want to reach the consumers who are open to your message, but you want to improve the quality of the message itself. You are the bridge between your customer’s data and the message that will most resonate with them.

Your goal is to look for stories in the data that you can pull out and frame so that it motivates your clients to take action. The trick is to make it personable and memorable for the market segment you are targeting.

Win Clients Over with Storytelling

For example, Buffer, a social media sharing company, shares the story of a customer support app called Groove. Groove was able to generate a 300 percent increase in the people that read a particular post using the power of storytelling. They explain how using dialogue, metaphors, emotions, familiarity, and powerful graphics combined to drive a huge response.

Art and Science of Data Collection

Identity and attribute data are the science. Your creative and storytelling abilities are the art. Effective marketers are adept at both. Gather accurate data, look at it to see patterns, and build stories that will create the most impact from your target market.

About Diggen, Inc.

Diggen is a data marketplace to help marketers become and manage data driven enterprises. Data driven marketing initiatives accelerate growth, since it improves key performance indicator (KPI) metrics and increases revenue over 19%. However, marketers have monumental technical challenges accessing data assets, sourcing data providers, and integrating into their marketing technology stack.

Our platform uniquely combines a data marketplace to source all marketing data with middleware to integrate into all marketing technology stacks. For example use our intuitive web interface to append gender, age, location to email addresses and integrate into an email service provider. Therefore, marketers segment their audience for newsletter emails, which creates relevancy, more engagement, and increases conversions.

 

UX Marketing Competitive Advantage

Developing a user experience without consumer data is like trying to diagnose a patient without an examination. Gone are the simple days where marketing could push messaging to consumers with little insight into their responses. In today’s digital world, marketing has morphed into brand interactions and creating brand experiences. UX plays a significant role in the flow of communication, and luring consumers to engage in a buyer journey.

UX and flow of communication

Every interaction between mobile devices, is done through the flow of communication with data. The healthcare sector is the best example for us to breakdown to explain how strong UX is needed to improve systems, continue to collect data, and personalize!

The current challenge

Healthcare is enriched with data and many looming industries that would benefit from it. The challenge is that most of the data collected stays stagnant, and therefore keeps innovation in technology for healthcare stagnant as well. UX can help solve this problem by creating an intuitive and easy flow of data between primary physicians, public health sectors, and other adjacent industries that might benefit from the merging of data.

The solution

“One of the simplest things people want is intimacy with applications,” says Debra Lilley, vice president of cloud services at Certus Solutions. While this is a great quote, it’s not a simple one. Like a medical diagnosis, creating an individualized intimate user experience, has a brevity of variables and considerations; culture, environment, traditions, personal tastes, personalities are all influences on a potential UX strategy.

UX and the competitive advantage

Since healthcare is extremely slow to innovate, it’s creating huge opportunity for startups to enter the market and disrupt the industry:  “Oscar is a health insurance startup that hopes to change the way that people buy and interact with their health care coverage by using technology paired with simple and intuitive design”, Gigaom. Oscar’s competitive advantage is leveraging simple user interface, to make the flow of information and establish connections between providers, physicians and the user. This experience is vastly different from the headache of calling providers, and relying on outdated technology that’s inefficient.

By now you’re probably wondering what’s the tie-in to consumer data? Well, we are consumers of healthcare. Consumer data when it comes to healthcare, can help companies know when you moved, and recommend providers based on where you are now instead of where you were. Consumer data can help marketers know when it might be allergy season and to notify you that you might want to stock up on allergy medication because you’re sensitive to pollen. Consumer data can tell us a lot.

References:

https://www.enterpriseirregulars.com/102419/business-software-trends-update/

http://www.forbes.com/sites/oracle/2015/10/05/3-tech-must-dos-for-a-smoother-user-experience/

http://www.business2community.com/marketing/5-marketing-trends-you-should-be-tapping-01346271

http://globenewswire.com/news-release/2015/10/06/773908/10151831/en/Closing-the-Data-Divide.html  

https://gigaom.com/2015/09/16/why-google-is-taking-a-closer-look-at-disrupting-health-care/

 

Differences in Data

Have you ever been pre-judged by someone before they had a chance to really get to know you? When I look at where data-sets are today, that’s kind of how I feel. We are taking our best guest at personifying individuals based on a series of various data sets that semi-fit together. In our last blog we talked about the importance of content personalization. If we are going to get there, data interpretation is just as important as the data collected about a person.

Different Types of Data

Qualitative vs. Quantitative

The biggest distinction in reading quantitative vs. qualitative data, is whether something can be easily categorized or not. Quantitative data is data that can be categorized numerically. Your shoe size, your height, your income, your zipcode etc. etc. In other words, it’s the demographic information that can be easily collected.. Qualitative data, however, cannot be categorized numerically. In the words of Isaac Newton, “every action causes a reaction”. This reaction, or emotional response can be classified as qualitative data.  

Target, for example, takes to the twitter-world to see the emotional reactions to new product launches. They collect this qualitative data about the individual responses to better understand their customers and move one step closer towards content personalization.

These two data sets go hand-in-hand because you can infer many correlations such as, location eludes towards cultural responses, affluence levels indicate certain buyer behavior, and so on.

First Party Data

Finders keepers! Anything you collect about your customer, is yours to keep. This means your brand gets the first glimpse into your customer’s interaction with your brand. First Party Data is one of the most valuable data sets because you can deploy any data aggregation strategy to understand the exact relationship between you and your customer during the buying journey.

For example, if you want insight into how your customers interact with your website, deploying a heat-mapping strategy to collect data on what images individuals click on might be the best route for gathering this first-hand intel.

Second Party Data

Second party data is like the ultimate tease. A customer may be in a data relationship with someone else, but you’re still benefitting from that relationship. For example, a customer releases the rights for Google AdWords to track their search history but you’re still benefitting from that same relationship with AdWords. It’s common for brands to strategically partner in a data sharing strategy to obtain information that otherwise might be too costly to collect on their own. This is why second party data becomes valuable, and knowing what data you’d need to further complete the personalization puzzle will help define the strategic partnerships you can create.

Third Party Data

This data is the most widely adopted data collection strategy. Marketers depend on data collectors to aggregate intel on customers that they can use to develop a variation of marketing strategies. Unfortunately for third-party data, it’s becoming less common in strategy development as marketers want more first-hand insight aka. first party data.

Knowing what type of data you are collection, can help you figure out what pieces of data are missing that will help you complete the puzzle towards content personalization.

References:

http://www.huffingtonpost.com/advertising-week/turning-intentions-into-c_b_8137128.html

http://www.getelastic.com/beyond-product-recommendations-big-datas-role-in-personalization/

http://www.b2bmarketinginsider.com/strategy/are-you-using-first-party-data-to-drive-personalized-customer-experience

http://www.emarketer.com/Article/Marketers-Put-First-Party-Data-First/1012663

http://marketingland.com/can-marketers-find-best-customer-data-noses-139308

http://marketingland.com/second-party-data-digital-marketers-128254

http://www.signal.co/blog/data-sharing-second-party-data/

Personalization is The New Nirvana

Digital marketing, such as advertisements, we see are like works of art. Creative directors are tasked with composing a variety of elements from realism to sound composition, to developing an advertisement that will grab your attention, keeping your interest, instilling desire, and demanding action. The difference between art and advertising, is art is meant to be enjoyable, whereas an advertisement is meant to fulfill a monetary purpose. In today’s digital world, creating advertisements can get even more complex, such as adding in a layer of augmented reality, that will engulf the targeted customer into an entire experience. The problem creative directors have, is to build multiple works of art that will appeal to a variety of different personalities to drive the same end goal.

Using Data to Develop Marketing Content

True personalization is creating a group segment audience of 1. This is also known as ‘nirvana’. The challenge that presents itself here is that no two individuals are alike. Even the most extreme identical twins have a small degree of variation in their personalities. I want to talk about a concept that I like to call ‘Deep Data’. I want to differentiate this from Big Data, because I think Deep Data as a descriptor to determine a person’s psyche.

There are plenty of Big Data sources available to help creative directors build ads based on high-level segmentation. Understanding demographics, can help creative directors determine basic cultural differences, and develop advertisements that will fit in various markets. Where it starts to become tricky, is gathering the deep data sources. It’s much easier to figure out where someone lives vs. the emotional intelligence of that individual. The other challenge, is most people are willing to give up demographical information, but any info that would be seen as compromising to the person is much harder to attain.

This is where digital trust is crucial if we want to progress towards true personalization.

Gathering Deep Data

Between beacons, IP addresses, learning algorithms, cookies and surveys there are plenty of strategic ways to gather information about a person. The problem, is all this data gets collected and stored in various systems and there isn’t a current solution that combines them all into one. The other issue presented here, is tracking the success of individual campaigns. There are ways to track open rates, impressions, click through’s and conversions, but what this data doesn’t tell you, is why an ad didn’t work with those that didn’t convert, and why it worked with those that did.

As we move towards Nirvana, creative directors and marketers will need to be able to understand each individual and know exactly which mixtures of messages and content will create the efficacy that every business wants without losing the consumer’s trust.

References:

http://www.forbes.com/sites/sap/2015/07/11/marketing-nirvana-engaging-with-an-audience-of-one/

http://searchcontentmanagement.techtarget.com/feature/Location-data-adds-context-for-Web-personalization

http://www.forbes.com/sites/johnrampton/2015/09/03/better-data-enables-better-customer-segmentation/

http://www.martechadvisor.com/marketing-analytics/clickagy-launches-data-driven-content-providing-intelligent-on-page-optimization-using-audience-profiles/

http://www.dtcperspectives.com/getting-to-the-how-unlocking-identification-personalization-and-the-regulatory-landscape/

Crossing the Data Driven Chasm

George Orwell in his book 1984, depicts a society that is overseen by Big Brother. Big Brother in this case, was the government. The Government, utilizing a series of various video monitoring services, were able to control societies every move. Now while 1984 is a tale of fiction, there is some truth to what he wrote. We are entering an era of information overload so companies can create individualized experiences and build one-on-one relationships.  

The Chasm

Chasm, by traditional definition, is a deep fissure in the earth, ie. a canyon, gorge or abyss. In Geoffrey Moore’s book “Crossing The Chasm” he refers to the pivotal moment in which high-tech companies cross the marketing chasm from early adopters to widespread adoption.  

Crossing The Data Chasm

Creating the ToolKit

You wouldn’t cross the grand canyon without the appropriate tools, so why try to develop one-on-one marketing without the proper data sets? Currently on the market, there are various resources that when coupled together get you further to crossing the chasm. For example, pairing implicit data sets from Acxiom with explicit data sets from Keen.io will help you profile your audience while analyzing what they visit most on your website to better understand their interests. However, these sets together, will only get you so far and you’ll probably still fall into the chasm at some point. What this data doesn’t currently do, is offer the ability to import into a SaaS marketing technology like Salesforce, Marketo or Mailchimp, to create individualized profiles. When this can be done, we will be much closer to content personalization and crossing the data driven chasm.

Skills Needed to Cross

Data is useless if marketers don’t understand what it means. If we pack the right tool kit to help us cross the chasm, it won’t mean anything if we can’t figure out where the chasm is that we need to cross. Early adopters that are closer to crossing the chasm are the digital media and technology agencies that are experts in finding the channels, and creating interactive experiences with their audiences. There is a great data divide, however, for smaller businesses to effectively deploy the right toolkits needed to optimize their advertising efforts.

The Data Chasm continues to grow deeper as more data than ever before is being collected through sensors, wearables, tracking and more.The race to cross the chasm has begun, and what we will see happen is the puzzle pieces come together to create the perfect toolkit.  

References:

http://businessvalueexchange.com/blog/2015/07/09/open-data-drives-us-towards-the-information-chasm/

http://exelate.com/resources/news/new-iab-study-reveals-data-divide-early-adopters-leverage-cutting-edge-opportunities-in-marketing-data-but-barriers-remain-to-broader-use-of-new-practices/

https://gigaom.com/2014/05/06/5-technologies-that-will-help-big-data-cross-the-chasm/

Data Personalization

Hi- I’m Fabrice, the Founder and CEO of Diggen. I live in Southern California, but grew up on the East Coast. I’m largely passionate about startups, technology, and a big foodie. So why does this information matter? What’s the point of me giving you an inside look into who I am? Simple. Data Personalization.

The Purpose of Personalizing

Do you prefer these black shoes or those blue shoes? Do you want to be bothered in the morning, or in the evening? In my brief description above, you only learned a few things. I didn’t tell you what types of food I like. I didn’t share where in Southern California I live. Since consumers are complex, the software needs to be as equally complex. As a marketer- it’s your goal to create real-time personalized experiences for consumers, without coming off as creepy. Ultimately creating more relevancy for each consumer, so they become more engaged.

The Problem with Personalization

Consumers are complex. Because there are so many facets to a person, it makes it challenging to know exactly what they are thinking. Our industry has done a horrible job protecting the consumer and establishing digital trust. As a result, consumers are reluctant to release anything about themselves and we, the marketers, end up spending a ton of money on AB testing just to figure out what messages and imagery appeal to different people to create that real-time personalized experience.

But the problem only begins there! The other current challenge we are faced with, is the expectation by consumers to create a personalized experiences. In the ever evolving digital evolution, consumers are more demanding than ever for personalization but they equally demanding that their information is protected.

While 73% of consumers prefer buying from companies that personalize the shopping experience for convenience, 94% are concerned about data privacy and how companies use their data. While these statistics seem conflicting, there are methods to deliver a balance of relevancy and privacy to consumers. “Marketers shouldn’t have to select between relevancy OR privacy, but rather relevancy AND privacy.”

So what’s a marketer to do?

Tweet Quote: “Marketers shouldn’t have to select between relevancy OR privacy, but rather, relevancy AND privacy”

 

Diggen is the middleware. Think of it as the relationship coach in a really bad tug-of-war between partners. Marketers are using more tools and technology to help tailor the experience for customers, but in order to tailor those experiences they need data. There are many data providers out there focused on collecting the data but aren’t necessarily concerned with how the data is being used (which then causes mistrust from the customer). Diggen is the middleman by securely brokering the deal between data providers and the applications using the data. Diggen provides the security customers want, while vetting the data that CRM tools actually need which will then allow businesses to create the personalized marketing experiences that matter.

 

Sources:

http://www.fluiddrivemedia.com/advertising/marketing-messages/

http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763

http://www.dmnews.com/marketing-strategy/drizly-chugs-down-data-to-drive-personalization/article/428643/

http://venturebeat.com/2015/07/22/80-of-consumers-have-updated-their-privacy-settings-and-other-barriers-to-personalization/

http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization?utm_source=vb&utm_medium=refer&utm_content=editorial-post&utm_campaign=somt-personalization-report

http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization?utm_source=vb&utm_medium=refer&utm_content=editorial-post&utm_campaign=somt-personalization-report

http://0ca36445185fb449d582-f6ffa6baf5dd4144ff990b4132ba0c4d.r41.cf1.rackcdn.com/Make%20It%20Personalized.jpg

https://uploads.www.gigya.com/2015/07/16143453/Gigya_Infographic_2015PrivacyPersonalization.jpg

 

What Marketers Need To Know About Diggen

Now, more than ever, a premium has been placed on the ability to effectively gather and utilize information about people for data driven marketing to successfully create more relevancy for customers. This consumer data is comprised of their background, interests, online activity and behavior, jobs, income levels, and lifestyle. So much so, that big corporations routinely spend millions of dollars to collect, manage and monetize their consumer data.

The situation can leave small and mid-size companies with limited resources operating at a distinct disadvantage. But that will no longer be the case now that we have launched Diggen as the one-stop shop for consumer data.

What it means

Our software platform offers marketers of big and small organizations easier and more economical access to consumer data. We limit the disruption to a marketer workflow by integrating into all the popular marketing tools like CRM software, email service providers, content management services, ecommerce platforms, as well as marketing automation, optimization and a/b testing tools. Diggen will in short order, level the playing field for all companies to access the same consumer data capabilities as much larger corporations.

If you are wondering about the name Diggen, it comes in part from the word digital and in part from the word genome, which refers to the complete set of  genes or genetic material information present in a cell or organism.

At the core, that’s what we intend to accomplish with our middleware technology to enable companies seamless access to valuable and comprehensive consumer data, so they can better understand their target audience, improve key performance metrics, and increase overall revenues.

Starting with basic consumer data attributes, such as age, gender, lifestyle, education, and income level, marketers will begin to understand their audience, create more relevant marketing campaigns, and personalize their website and mobile apps to position their brand and appeal to specific groups that make up their target audience.

No developer requirements

As a data agnostic platform, Diggen will make marketing personalization possible for all businesses that would like to customize their messaging and content to target consumers on an individual level. Diggen’s interface really simplifies the management and flow of consumer data between various marketing tools and other data supply sources without any obstacles.

Our platform and business model will reduce the cost of owning data and eliminate a multitude of development, integration and maintenance costs. Diggen will provide the integration work, ongoing support and all necessary maintenance.

Whatever the information source, as the industry’s premier clearinghouse for consumer data, Diggen can eliminate for good, the technical and cost challenges that prevent marketers from leveraging personalized marketing messaging to engage their target demographic.

The service will make it much easier for C-level marketing, technology and privacy executives to leverage new tools, and technology and maintain mandatory compliance initiatives more effectively with impending regulation demands on consumer data. The benefits will be ongoing as we add new features, bring on more data sources and integrate more marketing tools.

Privacy and trust

With such an important role to play, safeguarding consumer data is paramount and we will make privacy and trust the hallmark of our services. With the sensitive nature of consumer data, it needs to be treated differently because everyone benefits from a more transparent, controlled, and authoritative solution. Diggen will take every measure to provide confidence to all stakeholders including consumers, marketers, developers, platforms and data providers.

It will not only be necessary but practical as we move toward our ultimate vision to provide a platform for consumers to control their personal data, while continuing to deliver tremendous value to marketers.

As a company we are not unfamiliar to data challenges and solutions. Our roots were firmly established in local search data developing and refining business listings. Once responsible for setting the standard on the internet for search fields and data listings, we are now hoping to take consumer data to another level with ease of access, more personalization and an alignment of stakeholders.

If you would like to learn more about Diggen and how it can help simplify your access to consumer data, please fill out our contact form.