It’s critical for customer identity to flow through all aspects of communication. Today, consumers are constantly giving us signals — on their phones, in their cars, through their TVs and more. In exchange for these signals, customers expect marketers to know who they are and anticipate their needs in a privacy-compliant way. Anticipation requires identity.
ONLINE + OFFLINE
Having a complete picture of each customer — not their devices — requires marketers to build customer profiles using online and offline data, with the richest data built on the foundation of what we purchase. Understanding each customer — who they are, what they need and where they want to go, while respecting their privacy — is the key to delivering the next interaction in a personalized and relevant way.
Personalization isn’t limited to what we say to a customer. It extends to where we say it. Stable identity ensures that brands know the best channel for talking to a customer and driving interaction. This is especially true with channels that may not immediately be in your consideration set. What you know about a person in the digital space can be used in TV and other linear channels to deliver more relevant messages.
EMPHASIS ON MEASUREMENT
Performance measurement cannot be delivered without the underpinning of sound identity. It enables marketers to understand who they are reaching and what outcomes their communication is driving. Stable plans for measurement that include constant testing and QA are important, especially as identity extends into linear channels.
Ric Elert, President and Chief Operating Officer, Epsilon