Rethink Identity and Audience Management - Digital Marketing Presentation at StrongView Summit 2015

Rethink Identity and Audience

ManagementLisa Taylor, Director of Customer Marketing at Redfin

Catherine Magoffin, Director of Strategic Services at StrongView

WITHOUT IDENTITY

CONTEXT IS IMPOSSIBLE

Agenda

• Why is identity data such a challenge for

marketers?

• How does Redfin use identity data to deliver

consumer value?

• What steps can marketers take toward rethinking

identity?

Why is identity such a challenge for marketers?

Fragmented Identities = Fragmented Experiences

If you knew when a

customer opened your email, how

would you adapt that message?

Location

Weather

Device

?[ ]

How does Redfin use identity data to deliver

consumer value?

Jobs to be done at Redfin

What steps can marketers take toward

rethinking identity?

Steps to Rethinking Identity

Identify any data gaps across channels Deploy data gathering and activation strategies

Test and optimize programs with actionable

data across the lifecycle

Audit available and actionable identity data

Lisa Taylor

Director of Customer Marketing at

Redfin

[email protected]

Catherine Magoffin

Director of Strategic Services at

StrongView

[email protected]

Thank you!