© 2016 Tealium Inc. All rights reserved. | 1

THE DEATH OF

‘ANONYMOUS’Jay Calavas, Chief Innovation Officer, Tealium

And special guest

© 2016 Tealium Inc. All rights reserved. | 2

ANONYMOUS:

1. OF UNKNOWN AUTHORSHIP OR ORIGIN

2. NOT NAMED OR IDENTIFIED

3. LACKING INDIVIDUALITY, DISTINCTION,

OR RECOGNIZABILITY

© 2016 Tealium Inc. All rights reserved. | 3

© 2016 Tealium Inc. All rights reserved. | 4

CLUMSY MARKETING W/ DISTRACTED CONSUMERS

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Business As Usual

5

Cart abandoned

On desktop

Personalization Begins

Completes purchase,

provides email address

POINT OF

IDENTIFICATION

Browses four webpages

on mobileBrowses three

webpages on desktop

Traditional focus with unknown has been

retargeting Based on 3rd party data

Watches Video

LocationRetargeting

3rd Party Data Focus on email as primary marketing

experience, Need that identifier before we can

personalizeWe Meet!

© 2016 Tealium Inc. All rights reserved. | 6

Ad Networks

Affiliate Marketing

Recommendations

SEO

Mobile

Display Retargeting

Social

Live Chat

Personalization

Email

Phone/Direct

Channels Incapable of Engagement

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“Anonymous” ≠ data-poor“Anonymous” behavioral profiles

• High fashion fan

• Shopping for male

• Most browsed category: shirts

• Prefers size medium fitted

• Prefers animal prints

• Last visited two days ago

• High value browsed products

• Cart Abandoner

© 2016 Tealium Inc. All rights reserved. | 8

Add all to

visitor

profile

• Active shopper

• High fashion fan

• Shopping for male

• Most browsed category: shirts

• Prefers size medium fitted

• Prefers animal prints

• Last visited two days ago

• Cart abandoner

Rich unknown profiles

© 2016 Tealium Inc. All rights reserved. | 9

FIRST-PARTY DATA TO THE RESCUE

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WEB OF COMPLEXITY

Siloed Systems

Primary Keys

Third-Party

Cookie Pools

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UNTANGLING THE WEB

Creating the Deterministic Key Ring™

Customer Cookie

Customer ID

Loyalty IDFacebook ID

Order ID

Tealium Cookie

DoubleClick ID

Coupon

ID

• Moving away from the notion of a

primary key

• Using an accumulation of unique

identifiers, based on individual

• Ability to document and persist

• Cross device and data set

• Optimize match rates

© 2016 Tealium Inc. All rights reserved. | 12

Ad Networks

Affiliate Marketing

Recommendations

SEO

Mobile

Display

Social

Live Chat

Personalization

Email

Phone/Direct

Channels Unlocked for Engagement

© 2016 Tealium Inc. All rights reserved. | 13

Omnichannel

Marketing

1st party data enables

companies to engage

customers at every point of

interaction across their

journey

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Omnichannel

MarketingFour Steps to Nirvana

Real-time collection, stitching,

enrichment and segmentation

Ability to unlock MarTech

channels via Deterministic Key

Ring™

Unified data layer across all

touchpoints, online and offline

Integrations that enable action

across all marketing channels

© 2016 Tealium Inc. All rights reserved. | 15

Customer

Journey

UTOPIAN STATE

A unified customer view

Across channels and devices

From the moment we meet them

Available in real-time

…we knew them all along!

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Modern Approach

Cart abandoned

On desktop

Personalization Begins

Completes purchase,

provides email address

POINT OF

IDENTIFICATION

Browses four webpages

on mobile

Browses three

webpages on desktop

Behavioral profile begins the moment we meet

Demographics

Location

Keywords

Identification is enriched with the long tail of

behavioral insightsWe Meet!

© 2016 Tealium Inc. All rights reserved. | 17

ANONYMOUS (REDEFINED):

1. DATA ASSOCIATED WITH BEHAVIOR

2. ACTIONABLE ACROSS ALMOST ALL

MARKETING CHANNELS

3. EXTENDED INTO KNOWN PROFILE ONCE

AUTHENTICATION OCCURS

© 2016 Tealium Inc. All rights reserved. | 18

NOT ALL VENDORS ARE CREATED EQUAL

© 2016 Tealium Inc. All rights reserved. | 19

CHALLENGE THEMTO A DATA OFF!!!!

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THANK YOU!

© 2016 Tealium Inc. All rights reserved. | 21

Thank You

for joining us for DV16!

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