Achieving a True Single Customer View with MoEngage Unified Identity

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In today’s hyper-connected world, the customer journey is anything but linear. Think about your own interactions with brands: you might start browsing on your phone during your commute, research further on your laptop at home, and finally make a purchase offline, in a physical store. This multi-device, multi-channel behaviour isn’t just common; it’s the new normal.

Did you know: It typically takes six touchpoints before a purchase, with consumers engaging across numerous devices—from phones and computers to smart TVs? Factor in households averaging 21 connected devices, and the path to purchase is intricate indeed.

As customers hop between websites, apps, physical stores, and more, they leave behind a trail of digital breadcrumbs. The challenge? Each interaction might use various identifiers—an email address, a phone number, a device ID, or something else. Check out the example below for reference.

The High Cost of Disconnected Customer Identities

Since these identifiers aren’t naturally linked across platforms, businesses face a significant problem: fragmented customer data across profiles. This leads to:

1. Siloed, Incomplete Profiles: You end up with multiple, partial views of the same customer, scattered across different systems.
2. Duplicate Profiles: The same individual appears as several different people in your database.

The impact?

• Inconsistent Experiences: Customers receive disjointed messages, such as promotions for items they just bought or generic onboarding flows when they’re already loyal users.
• Personalization Gaps: Attempts at personalization fall flat, feeling generic or irrelevant because you lack the complete picture.
• Inefficient Marketing Spend: Resources are wasted targeting the same customer multiple times across different profiles or failing to suppress ads for existing users.
• Privacy & Compliance Risks: When customer information isn’t centralized, managing consent and data preferences becomes a nightmare, potentially leading to compliance breaches.

To thrive in this complex landscape, brands need a robust way to connect these fragmented identities and gain a unified view of the customer.

Introducing MoEngage Unified Identity

This is precisely where MoEngage Unified Identity comes in.

MoEngage Unified Identity helps brands unify fragmented customer profiles and data from all touchpoints—both online and offline—to form a single view of each customer. Brands can effortlessly build consolidated profiles by merging data based on desired identifiers and custom merge rules.

This single source of truth enables brands to move beyond guesswork and deliver hyper-personalized, timely, relevant, and impactful engagement.

It enables brands to attain:

• Complete Customer Understanding and Insights: Unify behavioral, transactional, and engagement data into a single profile to better understand your customers.
• Personalization Accuracy: Deliver precise and relevant messages using a complete view of customer preferences and actions.
• Consistent Cross-Channel Experience: Engage users with synchronized experiences across web, app, email, and offline touchpoints.
• Stronger Privacy and Compliance: Maintain a centralized record of consent and preferences, making it easier to stay compliant with data regulations.

How MoEngage Unifies Customer Data

MoEngage Unified Identity employs a reliable deterministic matching approach i.e, connecting profiles based on definitive, unique identifiers that you define (like email, phone number, or a unique customer ID).

The process involves:

1. Defining User Identifiers: You specify which attributes reliably identify a unique user and which you wish to use to merge profiles.
   
2. Setting Merge Rules: Establish clear rules for combining profiles and prioritize which attribute data takes precedence.
   
3. Verifying and Activating Identity Resolution: Based on your rules, verify the merge scenarios and activate the process. MoEngage then automatically identifies and merges existing and new data.
   

(For a deep dive into the setup, check out the detailed Help Documentation.)

Unlocking Business Value with Unified Identity

MoEngage Unified Identity, by enabling a single customer view, facilitates more data-driven decision-making and impactful personalized engagement, uncovering tangible business benefits:

• Reduced Churn: Proactively address customer needs and issues, leading to fewer lost customers.
• Revenue Boost: Drive conversions and increase average order value through targeted, personalized campaigns.
• Higher Marketing ROI: Optimize marketing spend by eliminating duplicate targeting and ensuring relevant messaging.
• Increased Customer Trust: Build stronger relationships through consistent and personalized interactions.
• Enhanced Customer Satisfaction: Deliver seamless and relevant experiences, leading to happier customers.

How Brands Can Leverage It Across Industries

The power of a unified customer view is valuable across sectors:

Retail

A retail brand can seamlessly connect online and offline experiences by identifying customers who browse products online but prefer to purchase in-store. By sending them personalized physical coupons or event invitations for in-store activities, the brand can drive more foot traffic to physical locations and increase sales.

BFSI

A bank can improve ad suppression by recognizing existing customers across multiple devices. This helps avoid showing them acquisition ads for products they already have, ensuring that marketing spend is efficiently allocated to new customers and preventing redundant ad exposure to current users.

Media & OTT

A media or OTT platform can enhance its analytics by analyzing user engagement across multiple devices and platforms (websites, apps, smart TVs). The platform can offer more personalized content recommendations by understanding consumption patterns, improving the overall user experience, and increasing retention.

Hospitality

A hotel chain can improve omnichannel marketing by connecting guest behavior across devices. If a guest starts a reservation on their laptop but doesn’t complete it, the hotel can send a follow-up SMS or push notification with a special offer to encourage them to finalize the booking on their mobile device, increasing conversion rates.

Gaming

A gaming app can create more accurate product recommendations by analyzing in-game behavior and purchase history. The app can drive higher engagement and in-app purchases by personalizing recommendations for in-game items, expansions, or other games across different touchpoints (email, in-game messages, and push notifications).

Conclusion: Unlock Your Customers’ True Potential

Don’t let fragmented customer data hinder your business growth. MoEngage Unified Identity delivers the essential foundation—a single, consolidated, and complete view of your customer—allowing you to understand and engage with each individual effectively, regardless of how or where they interact with your brand. By unifying your data, you unlock exceptional customer experiences, maximize marketing efficiency, and achieve significant business results.

Ready to see the difference a unified customer view can make? Request a demo of MoEngage Unified Identity today!