Experience Continuity - Hyper Personalization Through Linked Experiences

Creating a consolidated view for analytics enables three critical outcomes:

1. Personalization
2. Performance attribution
3. Centralized customer view

Localized reporting only provides a range-bound view, lacking context. To achieve true experience continuity, we need to consolidate data from various sources.

Cross-channel activity from campaigns, web and mobile.

The customer experience cross-engagement brings together web, email, content, and mobile into the singular view.

The first step is bringing together web, email, content, and mobile data into a singular view. This is often accomplished using specialized data warehouses suited for business and marketing analytics scenarios.

When centralized, this approach solves three key needs:

1. Single Customer View
2. Centralized Analytics
3. Global Insights and Attribution

To make this happen, two elements are crucial

Integration - Preferably one that's easily adaptable to changing needs like the Put It Forward Integration Designer

Normalization - The process of making disparate data fit into a unified structure

Cross-channel engagement lays the foundation for Experience Continuity in the digital realm. The core tenant for this is Identity Resolution, which creates a feedback loop between analytics, insights, structured engagement campaigns, and brand experiences. This feedback loop enables two critical use cases:

• Identity Resolution
• Hyper Segmentation

Identity resolution unlocks related use cases such as halo ID, centralized reporting, continuous integration, and enhanced customer experience.