Connected devices are everywhere, and that means that opportunities for customer engagement are also everywhere. Learn where mobile data collection should fit in your martech infrastructure.

1. Where does mobile
data fit in your
infrastructure?
MP:SESSIONS

2. 1990’s - 2013
www.
2013 - PRESENT
The customer
journey is no longer
single-threaded
6+Average US adult will have 6+
connected devices by 2020
Source: Gartner’s What Marketers Need to Know About
Managing Identity, 24 July 2017
“Connected devices are everywhere, and that means that
opportunities for customer engagement are also everywhere. But, to
make these customer engagements count, they need to happen
when and where they’re relevant, and that leaves little room for
mistakes. From smartphones and watches to cars to virtual
assistants, brands need a martech stack up to the task of acting on
these mobile moments.”

3. Why worry about mobile data?

4. Image Placeholder
Location
Data
Behavioral
Data
Push
Campaign
Data
Email
Campaign
Data
Service
Data
Server & ML
Data
HOLISTIC
DATA INPUTS
Mobile data provides
additional context
about the customer to
inform marketers’
understanding of
individuals
“First, why would you want to collect mobile data? Beyond
understanding how a customer gets from point a to point b in their
customer journey, one of the main benefits of mobile data is that you
can collect data types that would otherwise be unavailable to enrich
your knowledge of individual customers. Then you can use it to
power in the moment campaigns.”

5. Contextualized marketing is based on
customers’ context
“For example, location data from a beacon provider can enable a
marketer to automatically push an offer notification based on product
browsing habits online to an individual’s phone when a customer
arrives at your brick and mortar store. That’s what we call
contextualized marketing, because it is based on your customer’s
context. To create contextualized marketing, you need to be able to act
on real-time data from every customer touchpoint in real time.”

6. Slow data stacks can’t keep up with mobile moments
EXTERNAL
VENDORS
INTERNAL
SYSTEMS
RAW STORAGE
DATA
WAREHOUSE
HADOOPCRM BI
ETL
JOB
ETL
JOB
API LAYER

7. 1. Where can you collect customer data from?
2. What can you collect?
3. How can you collect it
How to tell if your Martech Stack able to keep
up with mobile:

8. 1. Where can you collect customer data from?
2. What can you collect?
3. How can you collect it
How to tell if your Martech Stack able to keep
up with mobile:

9. Web tools don’t solve omnichannel problems
• Anonymous and probabilistic
• Cookie-based and asynchronous
• No SDK or long-tail adoption only
• Taxonomy-based or limited data model
• Mainly ad-network & DSP integrations
• Users are identifiable
• Real-time API economy
• Need for “battle-tested” SDK
• Flexible data model, schema on read
• Breadth & depth of integrations
WEB TOOLS (DMP’S) TODAY’S REALITIES
VS
“Truth is, not all marketing clouds and data platforms are ready to
collect data from all of your customer engagement channels. Many
legacy systems, like DMPs and tag managers, were built to collect data
from web properties and that’s what they do best. But, the moment you
add mobile or connected devices into the mix, these legacy systems
are at a loss.”

10. Revenue & Business
Operations
Engineering &
Data Sciences
Marketing &
Customer Support
Mobile & Web
Product
Every part of the organization is affected
“Marketing, product, and engineering are left with data siloed across
the different channels…”

11. UNIFIED CUSTOMER
EXPERIENCE
360 DEGREE
CUSTOMER VIEW
GDPR GOVERNANCE
& ENFORCEMENT
INTEGRATED
MARKETING
Data silos make it impossible to create:
“... and then have to figure out workarounds to unify and standardize
data before being able to gain insight into their customers.”

12. 1. Where can you collect customer data from?
2. What can you collect?
3. How can you collect it
How to tell if your Martech Stack able to keep
up with mobile:

13. A CDP can help you create persistent profiles
“For marketing systems to work you need high quality data to create persistent customer profiles, which we call contextual
data. Contextual data includes includes things like location, time of day, demographics, and intent, among others.
Having this data gives marketers a leg up when considering who they should target for push, email, display, etc campaigns.”

14. CDPs centralize data from all sources for activation
COLLECT CONTROL CONNECT
Internal systems & data warehouse
Web
Mobile
Mktg automation
Ad serving
Analytics / BI
Attribution
Personalization
Internal systems
“The key here is being able to collect data from mobile, from web, and from third party partners, then matching it and attributing it to one person to
create a complete profile.
CDPs, like mParticle, are unique in the fact that they are able to collect all of this data as well as PII securely and in real time. No matter where
someone is, if they log in or not, or what device they use, all of their data is unified into a profile. With a CDP, all of the different datapoint generated
as customers browse, click, add to cart, or interact with your properties in some way is standardized and cleansed then attached to a customer
profile by using deterministic matching to make it actionable.
The best way to think about customer data points is by imagining a puzzle. Each datapoint is a puzzle piece and so while you may have all of the
puzzle pieces, you’ll be hard pressed to make heads or tails of its meaning without putting it together. That’s what a CDP can do for you -- it can take
all of those puzzle pieces, including the ones you may have lost along the way, and put them together into one profile to power your targeting.”

15. CDPs unify multidimensional identity securely
Anonymous
(No persistent id)
Probabilistic match
(xdevice id)
Known user
(email, mobile)
Verified user
(2fa,verification)
PSEUDOANONYMOUSID
Opt-Out
Vertical Regulation
Opt-Out
Opt-In
First Party TOS
Perishable id
(Cookie, ad id)
Determinist match
(hashed id)
Contextual targeting
Proxy-based targeting
Audience Analytics
Content Personalization
xDevice Ad Targeting
Multi-touch Attribution
Simple Journey
Analytics
1:1 Promotions
Advance Ad Attribution
Multi-channel Marketing
Customer Support
Full Journey Analytics
Lead Scoring
Direct Sales CRM
Private Sales
Access
LTV Analytics
Payments
Privileged Info Access
PRIVACY IMPLICATION

16. 1. Where can you collect customer data from?
2. What can you collect?
3. How can you collect it
How to tell if your Martech Stack able to keep
up with mobile:

17. mParticle processes data in real time
DATA
WAREHOUSING
HADOOP &
MAP REDUCE
STREAMING
DATA
Drop relational assumption
Programmability
Open Source
Batch → Real-time
Daily → Continuous
1990’s 2008 2015
“As you know, mobile engagement is lightning-fast. Or, at least, it should be. Most companies base their entire marketing strategy on systems that
collect and process data in batches at long intervals rather than in real time.”

18. X
“For a brand relying on this data to put retargeting logic in place, that means they’re perpetually
working with outdated data. So, a customer might browse, then purchase a product, only to
receive advertisements or emails promoting that product for hours or even days after they
purchased depending on how long the intervals between batch processing are.
For brands, that represents a missed opportunity to engage with a customer efficiently and
decreases marketing efficiency, and for the customer, it’s a source of frustration that worsens the
overall experience and can lead customers to opt out of further communications.”

19. Automate collection in real time and eliminate manual or
batch uploads
Mobile/Web/OTT/etc.
API
Feeds
Ingest data exhaust from attribution
& engagement tools
Instrument app(s) using an
mParticle SDK
Send data directly using our data
ingestion API
“To make the most out of your customers’ engagements with your brand on mobile, you need to
be able to act in real time. That means being able to provide them with content and notifications
that is relevant to them as an individual, not as a faceless data point within a larger audience, and
batch processing just won’t cut it.”

20. CDPs create a streamlined data process, from mobile to
web
COLLECT CONTROL CONNECT
Internal systems & data warehouse
Web
Mobile
Mktg automation
Ad serving
Analytics / BI
Attribution
Personalization
Internal systems
“Mobile isn’t going anywhere. If anything, connected devices becoming more and more ubiquitous as the average consumer
introduces new smart devices to their homes and every day routines. Brands relying on legacy systems unable to collect,
transform, cleanse, and activate data from connected devices are already behind the times, and it will only worsen as new
channels and devices surface. When it comes to determining your martech stack’s ability to meet mobile needs, asking yourself
where, what, and how you collect data will help you gauge your brand’s preparedness for the future of advertising and marketing.”

21. Thank you!
MP:SESSIONS
Learn more at:
http://www.mparticle.com/resources