Cross-Channel Data Integration And Customer Identity Resolution For Revenue Optimization

Abstract

In the contemporary framework of marketing ecosystems, customer contacts are fragmented, with contact happening via email platforms, direct mail campaigns, targeted display advertising, and social media networks. Correct identity identification is still the basis for correlating these discrete streams of data to aligned customer images. Deterministic matching uses precise identifiers (e.g., email addresses and customer account numbers) to create absolute linkages. Probabilistic methods use statistical algorithms to discover links between partially overlapping sets of data. Attribution models will attribute revenue credit to particular channels in accordance with the contribution to conversion events, allowing the marketer to measure the performance of each touchpoint. Clickstream information records finer behavioral messages that display the path in navigation, content preference, and purchase intent messages. Channel sequencing strategies are the best way of deciding the timing and sequence of marketing messages to ensure maximum engagement velocity. Joint campaigns demonstrate measured increases in customer response rates and transaction values. The idea of revenue optimization appears due to the accurate distribution of investments in marketing channels and has been proven in controlled experiments.