The Glue of Great Universal Profile Data Management

Bryce MarshallKnotice develops its platform and services to empower online marketers to better engage with their multi-channel, multi-device audiences. The foundation of better engagement with these audiences is data management, or in Knotice parlance Universal Profile Management (UPM). There are two fundamental objectives of UPM:
• Utilize profile-based data management methods (online and offline attributes and activities wrapped around individual profiles) instead of aggregated activity or list-based practices (email list, DM list, web analytics, ad networks)

• Leverage multiple unique addresses, IDs or keys to collect and associate diverse data attributes and activities to these individual profiles in a first-party framework.

Since it’s the buzz-word for 2013, here’s your Big Data reference: from a big data perspective, this approach is important. Every organization already has their big data; but only a small number of organizations see this as an asset (insight, opportunity) not a liability (overhead, complexity) through profile-based data management practices that break down traditional system/operational/channel silos.

The question is, how do you deploy and manage data intake processes to develop a valuable profile data environment that delivers on a multi-channel, multi-device engagement promise?

There are multiple types of addresses and IDs that Knotice’s UPM platform is designed to associate together. A good example would be linking a CRM ID with an email address to an online order ID. This linkage allows the marketer to associate online/offline campaign history or demographic data (CRM), purchase history (ecommerce) and email engagement (campaign activity and response) to the single user. These values can link together cleanly if it was the email address associated to the consumer’s CRM ID to which the email campaign was sent, which resulted in a click-through and online purchase. That’s a very linear, clean scenario in which the integration of CRM, email and ecommerce activities is straightforward.

But we know this is not the typical path to purchase for today’s consumer. So, how do we account for activities from this user across other devices besides the PC? Or other online channels they touched before becoming convinced to order? And how do we account for the consumer deciding to make the purchase at a branded retail store? As Google’s report from August 2012 illustrates, today’s online purchase path is multi-device, multi-stage, and multi-channel.

Perhaps surprisingly, it’s the venerable email address that is the linchpin for linking consumer activity data across channels and devices, and integrating the intelligence of disparate business systems. If the underlying strategy for email-messaging-as-data-intake-linchpin is executed soundly, the auto-linking of diverse profile data attributes is very possible.

On Friday, I’ll provide some specific examples. Stay tuned.

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