Why is first party identity resolution so important?

Importance of first party identity resolution
Identity resolution

Why is first party identity resolution so important?

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The Essentials in Brief

The main driver for first-party identity resolution solutions is the growing awareness of the protection of personal data on the internet. With increasing consciousness about data privacy, consents for third-party data use and cookies from third parties are subject to stronger regulatory measures and are increasingly discredited in public perception. Cookies have traditionally been a key element of personalised advertising on the internet. Companies are now faced with the challenge of finding alternative ways to effectively reach their target audiences.

Meaning of identity resolution

Customers expect companies to use their data responsibly to offer them tailored and relevant content. Identity resolution is the key to creating a consistent customer experience across devices, domains, and channels. Here, all data and information obtained about a customer are merged using an identity resolution graph, with the customer’s consent. An identity resolution graph shows which devices (such as smartphones, tablets, and laptops) a person uses and through which identifiers (for example, email addresses, mobile numbers, and customer numbers) this person can be addressed. By combining behavioral data, events, and personal and transaction-related information, a proprietary identity resolution graph enables more precise targeting.

Collaboration between Utiq and Teavaro

Recently, Utiq, the new European ad-tech company, and Teavaro, the leading European company for marketing identity solutions, announced their long-term partnership. With Utiq’s Authentic Consent Service and Teavaro’s platform for First-Party Identity Resolution, they fill a gap to enable responsible digital marketing while adhering to the strictest data protection regulations in the open web.

Teavaro has a sophisticated platform to create and maintain a dynamic identity resolution graph in real-time. As a strategic technology partner of Utiq, Teavaro possesses the necessary expertise to optimally support companies in the use of Utiq’s service. In this way, Teavaro adds value in two areas: through the seamless and smooth deployment and integration of Utiq’s Authentic Consent Service into the existing MarTech and AdTech stack, and the extension of company-owned first-party identity resolution graphs with the help of the Authentic Consent Service.

How the Authentic Consent Service Works in Identity Resolution

After users have given their consent, Utiq initiates a secure API call to the network operator to receive a network signal. This signal forms the basis for generating the consentpass, a unique random value closely linked to the network signal and represented by two secure activation signals: the martechpass and the adtechpass. The martechpass is designed as a longer-term, partner-specific pass (a pure first-party pass) for marketing purposes, while the adtechpass is shared as a short-term pass with brands and websites for targeted advertising purposes. These secure signals operate across browsers and devices, enhancing the accuracy of target audience engagement while simultaneously meeting the strictest data privacy standards.

Personalised Marketing in a Cookieless Digital World

The Authentic Consent Service enables companies to specifically target potential customers and prospects on the open internet, even without the use of third-party cookies. The key lies in Utiq’s collaboration with Demand-Side Platforms (DSPs), through which advertising space from publishers can be booked. This allows for cross-media frequency capping and ensures that the advertising is actually seen by people, not bots.

Teavaro’s solution helps companies to integrate the martechpass into their own identity resolution graph, thereby utilising their own first-party data among other things. This enables companies to effectively deliver their advertising to the right recipients. Additionally, audiences can be created that share similar characteristics to existing customers, thereby increasing the potential to engage prospects and convert them into new customers. Retargeting messages can also be further personalised based on user data, which can be accessed through the company’s own identity resolution graph.

This approach ensures effective customisation of marketing campaigns and marks a step towards a personalised, yet privacy-compliant digital future.

Improving User Identification

Furthermore, the martechpass can be used to enhance company-owned identity resolution graphs. It allows companies to process the network signal, which was previously exclusively available to telecommunications companies, to enable privacy-compliant communication with customers in the open web – without resorting to opaque methods like digital fingerprinting or probabilistic matching. Additionally, with the help of the martechpass, company-owned identity resolution graphs can be expanded to activate first-party data across all touchpoints. By expanding the identity resolution graph, companies can improve user identification between app and web, as well as across devices and domains.

Advantages of Identity Resolution

The use of a proprietary identity resolution graph leads to tangible benefits for companies and their customers. For example, one company, before working with Teavaro, relied on conventional solutions by linking customer login information solely with the first-party cookie on its own website. After implementing Teavaro’s multi-domain identity resolution, which helps to use login information from a linked website, 26 percent more customers could be identified, equating to 8.7 instead of 6.9 million users. Even more significant was the increase in resolved page views, which rose from 71 to 167 million – an increase of 135 percent.

Consent as the Key to Identity Resolution

The collection and processing of data for the creation of an identity resolution graph and the use of Utiq’s Authentic Consent Service is only possible after obtaining customer consent. Without this permission, the relevant data cannot be stored and processed. Users are given the opportunity to consent to the use of their personal data. At the same time, companies can provide personalised content without compromising user privacy.

Our mission is to truly connect people, brands and media​

We believe a true connection is built on explicit consent and grows over time as it offers unique value to all. The resulting relationships will be the foundation for scalable people-based marketing by tailoring content and interactions to individual people, not segments. This makes two-way communication possible.

About the author:

Dirk Rohweder

COO & Co-Founder

Dr. Dirk Rohweder, COO & Co-Founder, has over 30 years of experience in leadership positions in IT, telecommunications, consumer goods, and consulting, including as CIO of the Paulaner Brewery Group and T-Mobile (UK and Germany).

Since 2012, he has focused on customer data as a strategic asset and the basis for omnichannel marketing, data-driven business models, data protection, and consent for marketing activities (GDPR).

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Our mission is to truly connect people, brands and medias

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Today we are looking into the challenge of creating the single customer view and how this challenge is linked to identity resolution.
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Continue ReadingWhy is first party identity resolution so important?

Trigger email marketing in your customer journey

email trigger marketing
CUSTOMER ENGAGEMENT

Trigger email marketing in your customer journey

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The Essentials in Brief

  But what is triggered email marketing, and how does it differ from traditional email marketing?

Customer segmentation in email marketing through CRM with trigger email marketing

In traditional email marketing, mass emails are often sent to all customers, regardless of their individual interests and behaviors. Trigger email marketing, on the other hand, utilizes extensive data from Customer Relationship Management (CRM) and behavioral data from the web and apps to segment customers into different groups. This customer segmentation in email marketing with trigger email marketing allows for the precise targeting of emails to specific customer groups based on their behavior, interests, and past activities.

Behavior-based trigger email marketing and their application

A crucial difference lies in the use of behavior-based trigger email marketing . For example, a trigger email marketing can be activated when a customer abandons their shopping cart without completing a purchase. In this case, the customer automatically receives an email with additional information about the products in their cart. The trigger email marketing emails can contain personalized recommendations, upsell offers, and even price-sensitive information. The data is forwarded to an email system that processes the information and uses it for email personalization. 

Trigger email marketing results and KPI

The use of behavioral data and trigger email marketing leads to significantly more relevant results. The open and click-through rates of trigger email marketing messages are twice as high as those of classic campaigns without behavioral data or triggers. In addition, you can increase your email marketing conversion rate by up to 50% when compared to similar groups. This translates into higher revenue, as more customers convert into buyers.

The identity graph: Teavaro's solution for trigger email marketing

A crucial component for successfully implementing trigger email marketing is the identity graph. This enables the valid linking of email data with first-party data to create a comprehensive customer profile. Teavaro, an expert in this field, offers consultancy and solutions for implementing an identity graph. By enriching customer data with prospect data, companies can harness the full potential of triggers to send personalised emails and increase the customer lifetime value.

Advantages of trigger email marketing over traditional email marketing

The advantages of trigger email marketing over traditional email marketing are significant. Trigger email marketing not only achieve higher open and click-through rates but also lead to increased customer engagement and brand loyalty. These are long-term strategic goals that can be achieved through targeted, personalised emails.

Trigger email marketing use cases

The application of trigger email marketing should be tailored to the specific use case. Cart abandonment is a common use case for capturing customers at the beginning of the customer journey. However, the ultimate goal is to strengthen customer loyalty and increase the customer lifetime value. This requires ongoing analysis of customer interactions and adjustment of the email marketing strategy.

The current standard in trigger email marketing

The current standard in trigger email marketing primarily revolves around promoting discounts and offers. While discounts are important sales-promotion measures, they should not be the sole solution. Instead, companies should seek ways to create additional value for their customers by utilizing their resources and capacities wisely.

The significance of trigger email marketing for the Customer Journey

Trigger email marketing is of crucial importance for the customer journey as they align with various phases of the customer cycle. Data from the CRM system serves as the foundation to segment online visitors into relevant segments and send the right trigger messages at the right time. Many customers struggle to effectively utilize this data, which is why at Teavaro, we provide clarity with our identity resolution graph.

Overall, trigger email marketing has the potential to significantly enhance the effectiveness of email marketing. By using behavioral data, personalised trigger messages, and implementing an identity graph, companies can strengthen customer retention, boost conversion rates, and build long-term customer loyalty. Teavaro is available as a competent partner to assist businesses in implementing this innovative strategy.

Our mission is to truly connect people, brands and media​

We believe a true connection is built on explicit consent and grows over time as it offers unique value to all. The resulting relationships will be the foundation for scalable people-based marketing by tailoring content and interactions to individual people, not segments. This makes two-way communication possible.

About the author:

Dirk Rohweder

COO & Co-Founder

Dirk has over 30 years of experience in management positions in IT, telecommunications, consumer goods and consulting, including as CIO of the Paulaner Brewery Group and T-Mobile (UK and Germany).

Since 2012 he has focused on customer data as a strategic asset and basis for omnichannel marketing, data-driven business models, data protection and marketing consent (GDPR).

Popular items

Recommendations

customer connect

Our mission is to truly connect people, brands and medias

We believe that a true connection is built on explicit consent and grows over time as it provides unique value to all parties involved.

Today we are looking into the challenge of creating the single customer view and how this challenge is linked to identity resolution.
(more…)

Continue ReadingTrigger email marketing in your customer journey