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Meiro Customer Data Platform (CDP) - How does it all work together

Learn from this article about:

 

Meiro Events

Meiro Integrations

Meiro Business Explorer

 

Learn more: About customer data platforms (CDP) from this article and Meiro blog.

 

Meiro Events

Meiro Events is built as the first layer of the CDP stack to collect customers’ data from websites and mobile applications

Meiro Events is treated as 1st party data, therefore is possible to collect more data than from 3rd party providers, for a longer time (up to 2 years). 

Although it is recommended to use Meiro Events for data collection, it is not a prerequisite for using Meiro products. 

Learn more: About Meiro Events from this documentation.

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Meiro Integrations

In Meiro Integrations data can be collected from various data sources, processed and delivered to data destinations.

Usually, this work is performed by skilled data analysts that can easily clean and process available data to make the most use of it. 

Learn more: About Meiro Integrations from this documentation.

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Meiro Business Explorer

Meiro Business Explorer, with its a user-friendly interface, allows browsing through the customers’ database, building segments, seeing individual customers profiles and reporting on data. Meiro Business Explorer is easy to use for even non-technical users. Segmented customers can be easily exported to the chosen data destination within clicks.

Between Meiro Integrations and Meiro Business Explorer data is stored in the data warehouse (either your choice or managed by us).

Learn more: About Meiro Business Explorer from this documentation

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Identity stitching and how customer identity appears

 

Learn from this article about:

 

Data collection

Identity stitching

Browse through stitched customer data

How can I check my customer identity?

How long does it take to build a customer identity?

Who has control over customers’ identities?

 

Customer entities are defined through a process called identity stitching. There is no magic behind it but only one rule: if two events share the same identifier, they belong to the same customer entity. In the same time it is possible to define multiple identifiers that make customer profiles more accurate.

Data collection

First data is collected from various data sources (for example Meiro Events, Facebook) and it can be used for marketing automation tools, databases of customers like CRMs, or anything else. Collected data is processed within Meiro Integrations.

Learn more: About currently available connections please refer to this articleIf you do not see a source you need, please contact the Meiro team.

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Identity stitching

Collected data is cleaned and stitched within Meiro Integrations. This is where the identity stitching is managed by the data analysts team. 

During this process, various customer “identifiers” are defined (for example email, phone number, cookie) and extracted from events. If two events share the same identifier (for example the same email), they are assigned to the same customer entity. After identity stitching, other attributes are computed to enrich customer profiles with as much information as possible.

Identity stitching can be fully customized during the implementation process.

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Browse through stitched customer data 

Customer identity data collected and stitched within Meiro Integrations is delivered to Meiro Business Explorer where any user (including non IT, technical users) can easily browse through it, as well as:

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How can I check the customers’ identity for each customer?

For each customer profile, it is possible to view an Identity Graph that will demonstrate how data has been stitched together. It is a simple color-coded graph showing what data and when has been connected.

Why would I like to know the identity graph?

It is possible to check out how various data is connected together, as well as inspect the quality of stitched data. It allows easy to spot any abnormalities possible to investigate further with analysts. 

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Learn more: about identity stitching with Meiro here. 

 

How long does it take to build a customer identity?

It depends on each client, its data sources and the volume of the data. Usually, customer entities are calculated almost in real-time.  

Who has control over customers’ identity?

Each client is in full control of customers’ identity and can choose identifiers that will define customers. 

Customer identities are calculated by the Meiro algorithm managed and designed by our analysts' team. It is possible at any time to investigate further and check out the reasoning of it, as well as change it if needed due to the client’s specificity. 

 

What happens to the data if I decide to stop using Meiro?

All your data belongs to you which is backed up by Meiro Terms & Conditions.

This means that by design the right to access data ( 1st party customer data, metadata, processing scripts, and components configurations made for the project), free of charge, any time.

For on-premises instances, the client has full access to the data as all products are running on the client's infrastructure and can access the underlying databases at any time.

If Meiro CDP is managed by Meiro, it is possible to extract data easily using Meiro Integrations (please contact Meiro support if you need help). Meiro will provide processing scripts and components configurations in under 24 hours upon request.

Please contact the Meiro team.

For marketing teams

For marketing teams

5 cases of exclusion marketing. Why & how to do it right

Learn about:

5 cases of exclusion marketing

Summary and takeaways for various teams

You may ask yourself why you would exclude any customers from your segmentation. It seems that more segmented customers= better, right? 

First of all in the era of high level personalization, it is important that you segment only the right people to limit wasted effort. For example, you may have in mind a campaign with promotion code that is limited to a certain number of customers, therefore you want to be sure you have the right customers that you send it to. …..

Beside all you want to avoid customers that will not benefit from your campaigning efforts, or even worse that you can annoy.

There may also be serious security reasons that you wish to comply with, let's look at them closer below.

Also since Meiro CDP is connecting your data from various data sources, you simply know more about your customers, so you can segment precisely the audience you need. 

Targeting the right audience can increase your click rate up to 400%, and open rate to 200%, we checked this out. 

 

5 cases of exclusion marketing

Case 1
Do not annoy your current customers. Exclude customers that you know may be simply not interested in your campaign.

But wait how would you know it? Simple, first set up clear campaign objectives and define which customers may not be interested in it. 

Challenge

Solution

1. You are preparing a campaign for a new cosmetic product targeted for women, you will be sending promotional messages with various tips on how to use the product.

Exclude male customers, as they will likely feel advertising is irrelevant to them.

2. You are planning a campaign on Facebook to encourage people to sign up for a newsletter managed in Mailchimp. 

While segmenting your audience and sending it further to Facebook, you may consider excluding customers that are already signed to the newsletter, so you do not waste your marketing efforts and do not annoy your customers with irrelevant ads. 

3. You are planning a special promotion webinar for your products, you wish to drive more sign ups. At the same time you do not want to bother customers that are already signed.

Exclude customers who already signed to your event. 

 

Case 2
Do not waste your marketing budget. Exclude your current customers and save money on your advertising.

Challenge

Solution

You are planning a new campaign to drive more customers. Your budget is tight and you want to spend your marketing money wisely. 

Within a few clicks you can segment only the customers that did not buy your product (just visited the website or maybe abandon the shopping card). 


Pick the attribute connected to customers spending, for example, select customers with revenue higher than 0, therefore select customers with total revenue= 0. 


Another way of doing it is to exclude customers with revenue higher than 0, you can do it through the “not” function. 

 

Case 3
Do not worsen your relationship with the current customers. Drop out from your campaign customers that complained to your customer service team, disturbed your previous events or simply competitors.

Challenge

Solution

Planning a new campaign but do not want to waste you marketing spending on customers that have an issue opened with the customer service team. You know it may not be productive, even more it may annoy your customers that are currently not happy with your service. They need special treatment, not an usual marketing campaign. 

Exclude customers that have issues unresolved within the customer service team. This can range from customers with unresolved complaints or unfulfilled product returns in an ecommerce business, or a customer with outstanding insurance payout for an insurance business.

 

Case 4
Stay secure and pii data compliant and exclude customers you do not have permission to contact or when you need to stay aligned with special regulations if those concerns you.

Challenge

Solution

Would like to be sure that you are sending campaigns only to the customers that gave you contact permission. Permission can come through telemarketing/sms/email.

Exclude customers that did not agree on contact, or are not sure if they wish to be contacted.

Are you from a business that is limited by special regulations, let say you are selling alcohol therefore you can not advertise to customers below 18th years old? 

No problem. Simply segment customers that are within the age group that interests you.

Case 5
Save your budget & exclude channels with low- engagement.

Even when you have built an ideal customer segment that is hyper targeted, it is useful to get some insights on their engagement history in your chosen channel. For example, before activating a retargeting segment through programmatic you may find that part of your segment has very low engagement (click throughs) in programmatic ads. In this case, it might make sense to exclude this sub-segment from programmatic means and activate them in other channels with better affinity.

Challenge

Solution

Sending campaigns to the channels that your segment does not engage much.

Check engagement level for various channels in the insights and choose the ones that your customers engage with the most. 

 

 

 

Summary and takeaways for various teams

Let’s begin with stating the most important point that super powers CDP give you and your marketing teams are mostly coming from unifying various data from multiple data sources, on top of it being possible to stitch together into complete customer profiles with unified taxonomy.

Thanks to those it is far much easier to be sure that you target the right customers, as you simply have a better picture of who they are. 



For campaign manager

Set up your campaign objectives and see how you can optimize campaigns in the best way, which groups you have to exclude and which you could/ should to optimize the results. 

You can always check out your attributes in the Data tab/ Attribute tab and check which data is available for your customers. 



It is possible to set attributes  within Meiro CDP for your customers that will make compliance with various security regulations, statutory regulations possible and simple. It will save your team's time and make it possible to set segments within a few clicks. Contact the Meiro team if you have further questions. 



For marketing teams

Simple way to save marketing budget & time with Meiro & Mailchimp

Learn about:

Benefits of Meiro & Mailchimp paired together

How to do it

Practical example

  1. Benefits of Meiro & Mailchimp paired together

    Precise targeting

    One of the strong points of Meiro Business Explorer is that Meiro identity resolution algorithms stitch the data from various data sources. In this way Meiro holds far much more information about customers than probably any other tool.  In this way the segmented audience is more precise, therefore campaigns reach more likely the right people. 

    Merging Meiro with Maikchimp can increase open rate by 200%, and click rate by 400 % (we checked this out).

     

    Measure your success

    In Meiro it is possible to see each individual customer profile and timeline of customers actions. 

    Send a campaign, then see the customer profiles of people who opened it and see if they actioned further. 

    In this simple way you can see if the campaign you send resulted in desired activity and check if your campaign efforts worked out.



    Check the results & follow up

    Segment customers that opened your campaign, purchased after that, send them promo code or other reward. 

    Segment customers who opened campaigns, opened shopping cards, but quitted, resend them personalised messages. 

    Segment audience that opened your Mailchimp campaign and activated it in other channels e.g. Facebook  Ads, Google Ads and more. 

  2. How to do it

    Know your objectives well

    Set clear goals, what are you trying to achieve? 

    Draw a simple customer journey and think what ideally would be a result of your Mailchimp campaign. 

    Think of who is your target audience.

     

    Personalize your audience

    Based on the above objectives segment the right audience.

    For example: To promote content targeted for retail audiences, segment customers that have read similar articles already, that you know are categorised as retailers, that are submitted to your newsletter and given contact details. 

     

    To promote general content, define which customers may be interested and widen your audience (e.g. marketers, publishers, advertisers), perhaps the ones that clicked already on content of similar type, who subscribed to the newsletter. 

     

    Exclude

    Think if you do not need to exclude anybody from your campaign e.g. competitors or customers you know would not like this content (e.g. non technical customers for quite techy content).



    Follow up with customers that reacted to your newsletter

    Segment customers that clicked on your article and send a follow up on the next step (offer demo call,  or support of other kinds). 

    Segment customers that opened the newsletter you sent and see their customer profiles, check if there was any interesting pattern in actions following the newsletter. See if goals you set were achieved. 

  3. Practical example

    Imagine you schedule a webinar that  you wish to promote through the Mailchimp campaign.  Let's say your campaign is designed for other marketers, but this is a webinar only for the audience that attended your previous webinars. 

     

    Segment your audience: marketers that already attended previous webinars. Probably you would like to exclude contacts that seem from competitors, or customers that did not behave well on a previous webinar. 

     

    Export segment to Maichimp and send a campaign.

     

    Follow up with all customers that clicked on the campaign but did not sign up. Segment customers that received the campaign, clicked on the campaign but did not sign up. 

     

    Check out customer profiles of customers that attended the webinar and see if desired next action was done e.g. demo scheduled, purchase or contact with the sales team or customer service (whichever of those were your objective).