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By their nature, they’re already in the business of collecting information that can be used to create a resolved identity graph. They’re also often wrong on basic demographic questions like gender and age. For marketers, such connections are an important step in the formation of consumer loyalty and a positive relationship with consumers. These goals require a new method for authenticating citizens and business methods that are not dependent on presenting documents or appearing in person. All of this data is tied to a real person, often with a real name. 0000002206 00000 n
Finally, if you want to learn more contact your Microsoft account representative for further details. The inaugural Microsoft Digital Manufacturing Summit launched on June 24th, and I hope you will join me and our global community as we share best practices and innovations to help create more agile factories and resilient supply chains during this time of disruption. As indicated by the European Commission, it is time for governments to assume a similar responsibility in the digital world, explicitly to improve the online/digital lives of their citizens. Creating a resilient patient-centered healthcare system, Virtually heading to Sibos 2020? Facebook knows what we like, Google knows what we’re asking about, but Amazon knows what we buy. Furthermore, Microsoft is actively working with government customers to define their digital platforms for future digital identity models. As we discussed, the big platforms have exchanged a suite of engaging or convenient services for access to information that marketers used to find unobtainable. 0000004758 00000 n
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All of this data is tied to a real person, often with a real name. 0000004427 00000 n
For Microsoft, this conversation about government digital identity is not new, nor theoretical. Most digital teams, especially those at established brands, are built piecemeal. 0000002853 00000 n
Learn more about Microsoft in Government. Which means it’s time for brands to ask…. This behavior data can be combined with data from third-party vendors to make probabilistic inferences about users. 0000007859 00000 n
In our work with governments, we have helped them define tiered models for citizen identities. Consumers use products to help them define their identities in different settings. Brands can also look to an old staple of the brick-and-mortar world for a leg up in identity. 1194 0 obj According to Barrett, smart brands are sharpening their data collection and retention skills rather than becoming reliant on quick fixes and borrowed audiences. %%EOF The question of data ownership remains a difficult one for many brand marketers. However, at the center of these ambitions is the concept of a government-managed digital identity. Consumer use products and brands to define their identity to others. Data ownership gives these brands the opportunity to execute on identity while also developing tailored insights about their own customers, rather than phantom profiles or likely customers. that spans devices and platforms allows brands to carry on one continuous conversation with customers rather than multiple similar conversations fragmented across digital channels. It’s best known as the giant of search with huge amounts of data on what people are looking for. These massive platforms set the tone for expectations across the web, and smart brands would be wise to stay ahead of the curve. 3. Major holding companies have begun building in-house data warehouses, often built on rented or borrowed data, that can allow their clients to tap into the custom audiences built by the major platforms. In this guide, we’ve discussed some of the solutions brands can employ to own their own data, but the increasing dominance of just a few major platforms is still a significant challenge for marketers. Every time a new digital channel emerges into the mainstream, forward-thinking brands build teams around it. These kits, commonly called SDKs, allow users to authenticate identity on sites and mobile apps using their existing Google or Facebook credentials. Many forward-thinking brands have collected stockpiles of valuable data, including email addresses, purchasing habits, interests, preferences and demographic data, all of which is already tied to a real, individual identity. As the digital ecosystem has developed, a few major landowners have emerged, and their control over vast stores of data hands them a major advantage. Take a look at this video which demonstrates how we have implemented citizen digital identity for governments: This embed requires accepting cookies from the embed’s site to view the embed. ©2010-2020 Signal. But the reality is somewhat less clear-cut. Finally they must complete a third level validation that requires the resident to provide physical evidence of identity (often a passport) that therefore fully authenticates their identity and citizenship. It’s often easier to add a separate team to manage social or e-commerce than to integrate all those functions together in the kind of holistic unit needed to really capitalize on identity. If the user remains logged into a social media platform, a brand site, an email account, or any other online account, she can be recognized wherever she is on the web or mobile, not as a collection of data suggesting an individual, but as a specific person. While they might be able to weed out any canines, they’re not accurate enough to pin down identity with any certainty. Those inferences, of course, are not the same as real one-to-one, Platforms strike closer to the mark by collecting real, verified personal data. Social media platforms built a business by convincing consumers to tell them everything about themselves in exchange for social currency and content. “Instead of always being on, you’re in a million places. GroupM, the media buying and transacting unit of WPP, built its data management system, MPlatform, as a rival to Google in creating people-based campaigns using warehouse data. Those inferences, of course, are not the same as real one-to-one identity resolution. While they might be able to weed out any canines, they’re not accurate enough to pin down identity with any certainty. Barrett says that, “while some advertisers have to barter with agencies and data warehouses to execute identity-focused campaigns, many brands are already data-rich or capable of becoming so by developing their data strategy.”. New digital channels emerge quickly, so it’s not uncommon for brands to simply tack on channel-specific teams to their existing marketing unit rather than add those new channels to a holistic marketing scheme. By 2015, Facebook was collecting data on your ancillary relatives, shopping habits and even rudimentary health stats. The “everything store” has closed the loop on identity by aggregating search, purchase and transaction data across an inventory that includes almost every product on the market, tying consumer search and purchase interests to real identities. That data can be powerful when paired with identity, but not all data leads to identity. Now these platforms, Facebook chief among them, are sitting on vast stores of identity data that they’re willing to rent out for a fee. Consumer behavior benefits from several fields. 0000000756 00000 n
By partnering with a wide range of sites and services to allow users to authenticate using their Facebook credentials rather than separate logins, Facebook has gained access to huge pieces of consumers’ off-platform activity by creating a simple efficiency. Digital agencies aren’t missing the identity train, either. Developers get the ease of trusted authentication without coding; users get the convenience of a single, uniform login; and platforms get access to even more first-party data to build out ever more robust audience identity graphs. In this environment, players sitting on large stores of data are the equivalent of the Texas rancher who discovers their land is sitting on an untapped vein of crude oil. Many brands have made strides, but this snapshot shows how far behind brands were. 0000011237 00000 n
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We have seen many government customers who have modernized their technology and tools very rapidly in response to new working conditions caused by COVID-19. Governments have urgently deployed Teams, quickly migrated systems and data to the cloud, and found new ways to use cloud-based tools like Microsoft Office 365 and Microsoft Dynamics 365 to facilitate employee collaboration from home. The same is true of brand-specific mobile apps. According to Christina Barrett, a former retail brand marketer who now works as a consultant advising brands on digital, A persistent ID provides a single view of an individual that crosses multiple devices — from desktop, to mobile web, to in-app — with no duplication. Progressing into this sort of identity model—such as creating a digital identity that citizens can take with them as they move from country to country and “own” their identity just like they hold their passport may be a secondary consideration for governments now. 0000005748 00000 n
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Google and Facebook are often seen as two halves of a duopoly that dominates digital. It’s easy to throw the word “data” around in a conversation about identity without really delving into what it means. “Through the purchase and use of products, consumers define, maintain and enhance their self-concept” (Zinkham and Hong, 1991). This site uses cookies for analytics, personalized content and ads. Every time a new digital channel emerges into the mainstream, forward-thinking brands build teams around it. The identity profile they establish is channel-bound—tied to the device, browser or platform. Belk (1988) Platforms strike closer to the mark by collecting real, verified personal data. the consumption of products. 0000003048 00000 n
A common model involves a second level of validation whereby the individual digitally presents official documents (like a bank statement) showing their address and thus proving their residence. Platforms like Google, Facebook and Amazon have all expanded their reach by offering authentication services. A suite of useful products has convinced millions of users to offer up tons of personal data to Google. Brands that don’t close the gap quickly risk being left behind. There are two major perspectives guiding our These inference-based tactics–using probabilistic data–help marketers get close to understanding who their user might be, but they still can’t break identity out of the bubble. 0000017747 00000 n
endobj This report introduces as its vision “The Commission wants a European society powered by digital solutions that are strongly rooted in our common values, and that enrich the lives of all of us” and summarizes a series of actions to be taken at the policy, technology, and operational levels to pursue such goals. These kits, commonly called SDKs, allow users to authenticate identity on sites and mobile apps using their existing Google or Facebook credentials. In the age of data, brands may not be receiving their fair share of the headlines. Like the major platforms, brands already have an established and long-running relationship with their customers. “Brands are seeing their power shift toward platforms.” says Cary Tilds, chief of innovation at Group M, which works with a number of consumer brands to develop effective data strategies for their marketing campaigns. Facebook has grown a robust business building custom, identity-focused audiences out of its 2 billion regular monthly users, coining the increasingly popular term “people-based marketing” in the process. In reality, the open web has an arsenal of tools for establishing identity. 0000003302 00000 n
Developers can take shortcuts building a logged in state of their own by borrowing a Facebook or Google Software Development Kit. 0000004089 00000 n
In the race to crack identity, brands have a competitive advantage. Existing government online services often require citizens to create a login account with the government website, however these accounts are rarely validated against the “real world” individual. 1216 0 obj If you want to learn more about this topic, you may want to review Microsoft’s thought leadership on portable digital identities and download the distributed identity management document. It’s easy to think of digital marketing as a mature discipline; there are professionals who have worked in digital for decades. The names you might expect. startxref We have helped many governments implement this platform solution, serving millions of citizens. Unfortunately, the siloed nature of the always-changing digital ecosystem has kept that brass ring just out of reach. Activate the link to accept cookies and view the embedded content. Unauthorized use, distribution, and/or duplication of this material without express and written permission from this site’s owner is strictly prohibited. It makes sense. There was a time when it was fine to start the conversation over email and Facebook. These logged-in states allow brands to track on-site behavior and link it to an individual. This limits the ability for such a login credential to be used for secure services such as health or social benefit management, financial claims, tax payments, court interactions, or filing of official documents. Websites can drop pixels that track a single user across the web. “On the internet, nobody knows you’re a dog.” At least that’s what a popular comic strip once claimed. Marketers have been circling around the issue of customer identity since the early days of advertising, and the desire to speak directly to specific individuals has only grown since the dawn of digital. Marketers have traditionally approached customer identity with standard ‘finite’ data onboarding — the process of transferring offline data to an online environment for marketing needs. Publishers, platforms, and brands all collect data about users. Developers get the ease of trusted authentication without coding; users get the convenience of a single, uniform login; and platforms get access to even more, In the race to crack identity, brands have a competitive advantage. These may begin with a basic login that can be used for unsecured services and general communications. By continuing to browse this site, you agree to this use. 0000002665 00000 n
As governments reimagine digital services, Microsoft Consulting Services has already been working with many governments in the creation of authenticated, verifiable, secure, and trusted digital identity for its citizens, residents, and businesses. Working with governments, we have used proven technology to create the platform required to manage digital identities. Consumer activities can be harmful. The recent hacking of the credit rating agency Equifax has led to calls for similar restrictions in the United States, including the California Consumer Privacy Act (CCPA). For marketers looking for a shortcut to creating an identity-focused campaign, these platforms can be a short-term solution. By dropping cookies and pixels, website operators can track the behavior of individual users across the open web. Crafting an identity graph that spans devices and platforms allows brands to carry on one continuous conversation with customers rather than multiple similar conversations fragmented across digital channels. Brands are increasingly building their own authentication portals so that loyal customers can log in to shop. According to Christina Barrett, a former retail brand marketer who now works as a consultant advising brands on digital customer retention and acquisition programs, the problem with using probabilistic data as a substitute for verified identities is that you can’t hold a single connected conversation. The world’s preeminent financial services conference is fast approaching. 1. For the foreseeable future, the battleground for digital marketers will be data. While brand marketers do have access to at least basic personal data — things like email address, name and mailing address — through their owned platforms, a 2015 eMarketer study showed that just 57 percent of marketers were actively collecting this data. We have helped many governments implement this platform solution, serving millions of citizens. As platforms and publishers continue to roll out ever more comprehensive personalization features, consumers’ expectations about how their identity is understood, perceived and utilized online will continue to grow. This ID is formed using deterministic data, collected from authenticated identifiers like logins, loyalty card numbers, etc. By continuing to browse this site, you agree to this use. Platforms like Google, Facebook and Amazon have all expanded their reach by offering authentication services. Marketers have traditionally approached customer identity with standard ‘finite’, Facebook has grown a robust business building custom, identity-focused audiences out of its 2 billion regular monthly users, coining the increasingly popular term “, “On the internet, nobody knows you’re a dog.” At least that’s what a popular comic strip once claimed. But for retailers, there’s no more menacing identity player than Amazon. The process has four distinct stages: 1. Everyday users share their personal communications, business contacts and physical locations with tools like Gmail, Google Maps and Google Calendar. Marketers need to understand the wants and needs of different consumer segments. A persistent ID provides a single view of an individual that crosses multiple devices — from desktop, to mobile web, to in-app — with no duplication. This site uses cookies for analytics, personalized content and ads. For years marketers have skirted around this problem with what amounts to an educated guess, but now digital marketers have the means to really crack identity. Advantage in this emerging digital ecosystem will go to whichever parties control their data. While some innovations are more recent, any brand with a digital e-commerce presence is likely to have an email database and a purchase history for its customers. 0000005534 00000 n
In Europe, the rollout of the European Union’s General Data Protection Regulation curtailed the ability of website operators to collect data using traditional means like cookies and tracking pixels. Loyalty programs were once a favorite of even tony department stores, and they remain popular with independent coffee shops. As we discussed, the big platforms have exchanged a suite of engaging or convenient services for access to information that marketers used to find unobtainable. Consumers from different segments have different needs and wants. Just how do consumers move from identifying motivations to purchasing products and services that fulfill their needs and wants? 1194 23 The e-commerce giant has offered advertisers the chance to buy ads directly through its Amazon Media Group and in recent months has sought to further optimize its audience-building and targeting capabilities through artificial intelligence. Privacy regulations are an emerging challenge for those building comprehensive identity graphs. We see a theme, whereby governments are pursuing new digital strategies for their digital services, which requires new models and digital platforms for citizen authentication. While the big platforms have discovered ways to get billions of individuals to hand over their personal information, and the agency world has found a way to tap into those innovations on behalf of their clients, brands may ultimately be the players most like that proverbial cattle rancher sitting on an oil geyser. Corporate Vice President, Worldwide Health, Microsoft, Corporate Vice President of Worldwide Financial Services, Microsoft, Vice President, Manufacturing Industry, Microsoft. Chapter Summary Consumer behavior is a process. All Rights Reserved. 0000017561 00000 n
Digital is getting more and more personal every day, and we don’t mean the insults being thrown around on Twitter. By their nature, they’re already in the business of collecting information that can be used to create a resolved identity graph. Public Sector Program Manager, Microsoft Services Industry Solutions. Now customers want to know the right-hand knows what the left is doing.”. It’s not persistent across platforms or devices. This ID is formed using deterministic data, collected from authenticated identifiers like logins, loyalty card numbers, etc. A time to come together as a community to connect, reconnect, share, and learn from each other. For digital marketers, data is the only currency that really matters, and its value is amplified when that data is tied to a persistent identity graph. True digital customer identity is resolved and deterministic—based on certainty rather than assumption. “A universally accepted public electronic identity (eID) is necessary for consumers to have access to their data and securely use the products and services they want without having to use unrelated platforms to do so and unnecessarily sharing personal data with them… This is a trend that Tilds sees reversing itself as more brands build their own authentication tools to own customer identity. However, faced with the growing challenges of platforms– particularly e-commerce behemoths like Amazon–forward-thinking brands have stepped up their, Challenges to Achieving Customer Identity, It’s easy to think of digital marketing as a mature discipline; there are professionals who have worked in digital for decades. In reality, the open web has an arsenal of tools for establishing identity. Google was reading your emails. 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A conversation about identity without really delving into what it means solution, serving millions of.... Like Gmail, Google Maps and Google Calendar shortcut to creating an campaign... Comprehensive identity graphs brands that don ’ t missing the identity train,.. Of personal data to Google about Microsoft in government positive relationship with their customers relatives, shopping habits even.
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