This typical scenario illustrates how Acoustic Exchange can provide business users with a multi-dimensional view of their customers.
In this example, endpoints from two different providers publish events to Acoustic Exchange.
Endpoint A is a mobile messaging service. It also tracks the location of the mobile phone user through GPS. When it registered as an Acoustic Exchange endpoint, it declared the following customer identifiers.
- name: mobileID, type: phone. The identifier is unique to a person's mobile phone.
- name: loginID, type: email. App users log in with their email address as a unique user name.
Endpoint B is a website tracking application. It listed the following customer identifiers during endpoint registration.
- name: siteVisit, type: cookieid. The website is tagged to track visitor behavior. A new visit from a particular IP address creates a unique cookie.
- name: webReg, type: email. Website visitors log in to the online storefront with their email address as a unique user name to make purchases.
The action might take place as shown in the following table.
| Action | Acoustic Exchange response | x1Id value |
|---|---|---|
|
Event 1. Customer installs a mobile app. Event code: installapp Identity: name: mobileID, value: 12345, type: phone |
Acoustic Exchange looks up mobileID:12345. Finding no match, creates a new x1Id. |
X1Id: ab12de mobileID:12345, type: phone |
|
Event 2. Customer visits a physical store. Triggers a location notification to Endpoint A. Event code: geobreach. Identity: name: mobileID, value: 12345, type: phone |
Acoustic Exchange looks up mobileID:12345. Finds a match, takes no action. Acoustic Exchange knows this person. |
No change. |
|
Event 3. Customer logs in to the mobile app. Event code: mobilelogin. This event specifies 2 identifiers. Identity: name: mobileID, value: 12345 , type: phone AND name: loginID, value: jsmith@example.com, type: email |
Acoustic Exchange looks up both identifiers. Matches mobileID. Adds loginID to the x1Id because it is likely that the same person is triggering the event. The x1Id now contains 2 types of identifiers. Acoustic Exchange looks across all other endpoints that are registered for the user account. Seeing no other matches for the XID or email identifier types, Acoustic Exchange makes no further changes to the x1Id record for that individual. |
ab12de = mobileID:12345, type: phone loginID: jsmith@example.com, type: email |
|
Several days later... Event 4. Customer visits an online store that uses tagging from Endpoint B. Event code: browsepage Identity: name: siteVisit, value: abcdef, type: cookieid |
Acoustic Exchange looks up siteVisit:abcdef. Finding no match, creates a new x1Id. |
qqqr34234 = siteVisit:abcdef, type: cookieid |
|
Event 5. The customer fills a cart, but abandons it. Event code: abandoncart Identity: name: siteVisit, value: abcdef, type: cookieid |
Acoustic Exchange looks up siteVisit:abcdef. Finds a match, takes no action. Acoustic Exchange knows this person. |
No change. |
|
Event 6. Customer logs in to a private section of the site to sign up for a newsletter. Exits the site. Event code: login This event specifies 2 identifiers. Identity: name: siteVisit, value: abcdef, type: cookieid AND name: webReg, value: jsmith@example.com, type: email |
Acoustic Exchange looks up both identifiers. Matches siteVisit. Adds webReg to the x1Id because it is likely that the same person is triggering the event. The x1Id now contains 2 types of unique customer identifiers. Acoustic Exchange looks across all other endpoints that are registered for the user account. Acoustic Exchange now detects a match for the email identifier type. Because it is likely that the same person performed all of the related events, Acoustic Exchange joins the x1Id records into the first X1id created, ab12de. It is now considered a master X1Id. Acoustic Exchange leaves a reference in qqqr34234 to the master X1Id. |
ab12de = mobileID:12345, type: XID siteVisit:abcdef, type: cookieid loginID: jsmith@example.com, type: email webReg: jsmith@example.com, type: email qqqr34234 = masterX1Id: ab12de |
This scenario illustrates how Acoustic Exchange identity matching can automatically collect and match customer identifiers from separate marketing automation and analytic applications to provide a complete view of the individual customer.
In this case, Acoustic Exchange assembled information that might give a marketer the ability to respond with a mobile app notification to actions that the customer takes in the company online store. The next time the customer abandons a cart, or unsubscribes from a service, the marketer can send an offer by mobile phone that might cause the person to reconsider.