Unified customer journey: 3 important steps

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Now you’re wondering how to effectively launch your people-based fundraising … We help you! Here are 3 ways to boost the unification of customer journeys.

Resolution n°1: identify a maximum of Customer Journey

Interactions between the consumer and the brand is not what is missing. The challenge is to identify them in all environments, both online (media path or journeys on its various devices) and offline, that the consumer has at his disposal.

For most web environments, the identification goes through the cookie. A particular attention is therefore to be paid to how to ask (and refresh) as often as possible this small text file in the user’s browser.

This is news, adblockers and some browsers block the installation of 3rd party cookies:

  • Google Chroma has been blocking some ad content by default since February 2018.
  • Apple and its Safari browser have been blocking the majority of third-party cookies for some time now, and are reinforcing this dynamic with the deployment of their Intelligent Tracking Prevention (ITP) with iOS 11 and macOS 10.13.
  • For all others? The Connected Life 2017 study [1] reveals that one in five users worldwide use an adblocker in addition to their browser. The situation is even more striking for Europe and France. Adblockers are popular among 30% of Europeans and 34% of French people.

You now understand, the climate is not necessarily the most conducive to the monitoring of online journeys. So, in this context, how to identify a maximum of Customer Journeys? With a Marketing stack based on a 1st Party base.

A solution to get around this problem, and to write a maximum of cookie could be the collection in 1st party. 1st Party cookies are globally immune from any form of blocking or automatic deletion because they symbolize, technically, a direct relationship between your brand and the consumer. More concretely, the cookie is submitted in your name, and not the one of your technological partner.

1st cookies represent a valuable asset in the identification of customer journeys.

Resolution n°2: Reconcile properly

Customer journeys, spanning different environments, are “silted”. Reconciling them is therefore essential to gain access to a global vision of the relationship between a consumer and your brand. To achieve this, two types of reconciliation are available to you: probabilistic vs. deterministic.

Probabilistic reconciliation is a purely statistical approach. It is usually based on elements provided by the browser (such as IP, screen size, etc.) or by the device. It is the combination of these different elements that will identify the user.

Although it is not very restrictive for the advertiser (the only “difficulty” – the design of mathematical models – being outsourced), it is currently not reliable enough. Indeed, this method does not make it possible to certify formally that it is the same person who navigates on the various devices. Thus, the risk of creating false reconciliations and merging customer journeys of different people is far from negligible. Probabilistic reconciliation could be seen as the choice of the quantity of reconciled histories, to the detriment of quality.

Deterministic reconciliation, on the other hand, is based on elements that formally identify one consumer during his various contacts with a brand. We generally speak of “keys of reconciliation”. This would probably be the choice of quality here. This reconciliation is based on an ID (CRM ID, email address, client file number, etc.) recovered during a purchase, a subscription to a Newsletter or when opening an account. This ID can be considered as sustainable.

Among the good practices of deterministic reconciliation, we can mention the use of multiple pivotal keys, allowing to increase the number of addressable reconciliation scenarios.

Resolution n°3: Be compliant to the GDPR

The GDPR was implemented on May 25, 2018! With this in mind, here are some things to consider, especially with your people-based collection project.

Is the solution able to manage the consent of cookies deposit related to the collection, the right to be forgotten or the anonymization of the personal data? Where will your data be stored? In Europe? In short: will you respect all the constraints?

The sanctions can still go up to 4% of your turnover, it seems relevant to not delay too much to bring you into compliance.

As you can see, the key to an effective people-based collection is, quite simply, in your ability to identify and reconcile Customer Journeys safely.

[1] Kantar TNS

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Marie-Caroline Rouge
Marie-Caroline Rouge
Content Manager au sein d'Eulerian Technologies, vulgariser est mon leitmotiv.
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