OBSERVATIONS

Lack of Customer Reach for Web Personalization

3 min read | Written By Magnor Maxi

The Problem

A 2023 McKinsey & Company report states that only 8% of companies achieve significant value from their personalization efforts

One of the major issues observed is lack of reach of their existing prospect and customer audiences.

The Solution:

Increase Match Rates of User IDs Across Domains

May 3rd, 2023 | Author: Magnor Maxi

Here are some ways you can increase match rates of user IDs for logged-in users across your multiple domains using Adobe Analytics and imported CRM data: but first lets see the value.

WHY IT MATTERS

15-20% improvement in marketing campaign ROI

due to better attribution (Source: Forrester Research, 2021)

Up to 30%

increase in cross-domain conversion tracking accuracy

(Source: Adobe, 2022)

10-15%

reduction in customer churn due to personalized experiences

(Source: McKinsey & Company, 2020)

WHAT ENABLES THIS

Enable Larger Reach For Personalization

Deliver personalized recommendations, offers, and content based on individual user preferences and behavior across all your domains.
Create targeted marketing campaigns that resonate with specific user segments based on their activity across different touchpoints.
Increase customer engagement and loyalty by providing relevant and personalized experiences.

Enhanced Customer Analytics

Gain a more accurate and holistic view of individual user behavior across all your websites and platforms.
Analyze user journeys and interactions across different domains to identify patterns and opportunities for optimization.
Measure the effectiveness of your marketing campaigns and content across different touchpoints.
Improve customer segmentation and personalization based on a complete user profile.

Improved Cross-Domain Attribution

Accurately attribute conversions and revenue to the specific marketing initiatives and touchpoints that drove them, even if they spanned multiple domains.
Optimize your marketing spend by allocating resources to the most effective channels and campaigns.
Gain better insights into the customer journey and how different touchpoints influence conversion decisions.

How To Get Started

1. Utilize Shared ECID:

Implement a global ECID that persists across all your domains. This allows Adobe Analytics to recognize the same user across different domains, even if they're logged in with different user IDs.
Ensure consistent ECID implementation across all domains. Use consistent cookies, user ID mappings, and data collection practices.
Consider using People Data Platform (PDP) within Adobe Experience Cloud to manage and leverage the ECID across various solutions.

2. Leverage User ID Mapping:

Implement user ID mapping between your website user IDs and your CRM user IDs. This allows you to directly connect website activity to CRM records.
Use the Identity Service in Adobe Experience Cloud to map user IDs across different solutions.
Consider using third-party identity management solutions to enhance user ID mapping capabilities.

3. Employ First-Party Cookies:

Optimize first-party cookie collection across all domains. This ensures you have reliable data for user identification and tracking.
Implement Consent Management Platforms (CMPs) to manage cookie consent and minimize data loss due to non-consenting users.
Consider using cookie synchronization solutions to synchronize cookies across domains for improved user identification.

4.Utilize Login Matching:

Implement login matching logic in Adobe Analytics to match website logins to user IDs in your CRM data. This can be done based on email address, phone number, or other unique identifiers.
Use Adobe Experience Platform (AEP) Data Streams to ingest CRM data and enrich user profiles with additional information.
Leverage Real-time Customer Profile (RTCP) in AEP to provide a unified view of users across all touchpoints and channels.

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