Industry example

As an example, consider a home improvement brand that has low authentication rates. This brand would like to deliver personalized experiences to first time visitors, without prior history or authentication, and without the fading reliance on third-party cookies.

This brand chooses to leverage partner recognition technology to probabilistically recognize the visitor and serve a more personalized experience. This helps advance consideration, as the visitor moves down the marketing funnel. For instance, the brand might use partner-provided demographic signals for on-site content that appeals to people who have moved recently and offer a discount on popular DIY products.

Prerequisites and planning

When planning to use partner-provided attributes to deliver personalized experiences to your authenticated and unauthenticated visitors, consider the following prerequisites in your planning process:

  • What inputs are expected by your partner’s recognition technology so they can layer on additional attributes?
  • To what extent are you comfortable delivering personalization in different channels and for different use cases based on probabilistically derived datasets, versus deterministically confirmed attributes?
  • How should the experience for a pre-authenticated but recognized visitor change when they authenticate?