Identity Graphs have emerged as a way to bring customer data together in a centralised place. But when it comes to marketing and discovering new audiences, this technology is about so much more than collating data, explains smrtr’s co-founder and CTO Boris Guennewig.
Identity on the internet is a multi-faceted phenomenon. It might exist in one of many forms, whether that be through social media, ecommerce platforms or internet banking.
Online identity, as a wider concept, can be defined as the total sum of a user’s characteristics and interactions that can be found online. An individual’s overall online identity is built using a series of different identifiers – such as location, IP addresses, IDFA or AAID – which are collected via various channels.
When it comes to bringing these identifiers together, Identity Graphs have emerged as a way for marketers to get a complete picture of the customer. In essence, Identity Graphs work by collecting every piece of information about a customer that is available and compiling it into a centralised platform.
The complexity and scalability of these Identity Graphs will therefore vary greatly. A company that might collect customer’s information across multiple channels – such as email, social media and surveys – and compile it together to build a ‘360-degree’ view of each customer. These Identity Graphs can also exist at a far greater scale. Data as a service businesses now offer Identity Graph solutions that collate the transactional-, mobile device – and online data of millions of people.
As well as providing a better understanding into how customers use multiple devices, Identity Graphs also provide marketers with a deeper understanding into who these customers actually are and therefore can be used for targeted marketing campaigns.
Putting Identity Graphs to use
Once an Identity Graph has been put together, brands and marketers can start to put this information to use and find new ways to utilise data.
When Identity Graphs are sold as an ‘off the shelf’ solution, by a third-party vendor, the data provided can then be linked back to a businesses’ first-party data (often demographic data) to create accurate audience segments, which take into account customer behaviours.
One use case for an Identity Graph here could be to take existing customers and build a ‘lookalike’ segment to target based on key identifiers provided by the Identity Graph. For example, a cruise company might collect all of the demographic and behavioural data points of the customers that have purchased a specific package. This information could then be collated to identify demographic and behavioural commonalities between these customers. Once these key identifiers have been highlighted, the data can be used to discover new users who share similar traits to existing customers.
Identity Graphs also give brands the opportunity to take customer experience to the next level. Identity Graphs can show which customers are constantly engaged and also the customers that have lost interest. With these insights available, engaged customers can be rewarded with special deals and recommendations, while disengaged customers can be given attention before they turn into ex-customers.
Amazon has become known for providing its customers with the most personalised and optimised customer experience possible in recent years on the back of its detailed Identity Graphs. With upwards of 300 million users globally, Amazon has access to a staggering amount of information about each individual’s purchases and interactions. With the rounded view of customers that is available, Amazon can continue to serve recommendations that work and provide offers in real-time, which can help improve the profitability of each customer.
At smrtr our Identity Graph is at the core of what we do as a business. It matches consumer profiles within the data spine to industry transaction data, property transaction data, modelled transaction data, mobile device data, online data sets and modelled research insights. Data about the device, email, phone number and address of each record is also mapped, so it can be cleaned, de-identified and connected with further data sets. Every additional data asset we acquire is then connected to our Data Universe using the Identity Graph. This is important because we believe that users only get a single view of the world when data is in silos and the true picture only emerges by connecting several different views.
With our Identity Graph technology, we have helped our partners create aggregated insights for a whole customer base or a segment, communicate with customers using the ad tech ecosystem and improve their understanding of existing customers. Most importantly, all of this is achieved without compromising consumer privacy.
If you’d like to learn more please, contact us and we’ll be in touch within the next business day.
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]