1.
A coming of age story about
identity in a big data world.
Parker’s Big
Adventure in the
Land of Digital Data
By Jake Bennett
Illustrations By
Mari Pierce-Quinonez

2.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.

3.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 1
Parker is Born

4.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Meet Parker.
Parker is the digital
identity for a biological
human.

5.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Parker is very excited.
Right now is his
one-second birthday!

6.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Parker’s human just
started browsing on the
Outdoor Mart eCommerce
site to buy a new pair of
running shoes.

7.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
0g2d5426h
Now, whenever Parker’s
human returns to the site,
they’ll always know it’s
Parker.
Parker was born when
the site placed an
anonymous “cookie”
in his human’s browser.

8.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Not much is known
about Parker since he’s
only a few seconds old.
But as his human starts
clicking on pages for
running gear, Parker is soon
assigned to a segment:
You’re a:
“Runner”

9.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
0g2d5426h
You’re a:
“Runner”
Now I’m almost
somebody!

10.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Having found the running
shoes he’s been looking for,
Parker’s human starts to
check out…

11.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
John
Doe
john.doe@email.com
First Name
Last Name
Email
5555-444-333-2222Credit Card
Parker’s human enters
personally identifiable
information (PII), linking
Parker to his human, but
never completes the
purchase.
123 McGraw St.Address
Seattle, WA 98199City/State
Buy Now!

12.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 2
Parker Meets
Mr. CDP

13.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
1010101
0101010
Soon, Parker finds himself
in a strange place:
OutdoorMart.com’s big data
fields.
1010101
0101010
1010101
0101010
Whoa!
Where am I?

14.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
I’m Customer Data
Platform. But you
can call me CDP.
Hello.
Who are you?

15.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
I’ve been waiting for you
Parker. You see, my duty
is to round up all the
different identities for
your human. Whoa.
He knows who
I am.

16.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
You mean, there are
more Parkers like
me out there?

17.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Why, yes. There are
many. Would you like to
meet them? You bet I would!

18.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Meet Offline Parker.
He was created when your
human purchased a t-shirt
in Outdoor Mart’s brick-
and-mortar store.
PII Value
Credit Card 5555-444-333-2222
Zip Code 98199
Purchases Athletic T-Shirt

19.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Meet Loyalty Parker.
He was born when your
human signed up for
Outdoor Mart’s loyalty
program.
PII Value
Email john.doe@email.com
Zip Code 98199
Loyalty ID 123-ABC-456
Favorite Sport Trailing Running

20.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
And you are eCommerce
Parker. You were born
when your human started
to buy shoes online.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Segments Runner

21.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
To perform this
trick, I go through all
of Outdoor Mart’s
customer data to
find all the different
Parkers.
As a CDP, I have 3 important
jobs. The first is to perform
a difficult trick called
identity resolution.

22.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
And then I combine
them all to create
one, unified profile
for Parker.

23.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Meet unified Parker! This Parker allows marketers
to provide humans with the
best personalized customer
journeys.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running

24.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 3
Parker Visits
the Wizard

25.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
But now it’s time for
you to visit the Data
Science Wizard. She is
going to read your
future.

26.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Next, Parker visits the
Data Science Wizard.
She can read a digital
identity’s data and tell
their future.
Hello Parker. Show me
your data and I’ll tell
you your future with
my magic model.

27.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
By looking at the data of
thousands of digital identities,
and their eventual outcomes, the
model learns to read the data and
predict the future.
My model uses a
magic trick called
Machine Learning.

28.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Here’s my data.
What does my
future hold???
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running

29.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Lifetime Value $12,900
Propensity to Buy High

30.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
You now have two predictive
attributes. They say your
human is likely to buy
something soon and
that he will spend
a lot with
Outdoor Mart
in the future.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High

31.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
But now it’s time for
you to go. You need to
visit with Mr. CDP
one more time.

32.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Home Value $750,000
Education College
Political Affiliation Democrat
Marital Status Married
Outdoor Spend $2,300
Sidebar:
Third-Party
Data Append
Data Field Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
3rd Party
Data

33.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Home Value $750,000
Education College
Political Affiliation Democrat
Marital Status Married
Outdoor Spend $2,300
Sidebar:
California
Consumer
Privacy Act
(CCPA)
Data Field Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
3rd Party
Data
Append

34.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 4
Parker Gets
Activated

35.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Hello, Parker.
It’s good to see
you again. Hello Mr. CDP.
What’s in store
for me now?

36.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Shephard
Well, as a CDP, I have 3 jobs.
As you already know, my first
job, is Identity Resolution.

37.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Shephard
My second one is to
perform a trick called
segmentation.

38.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Wait…I hear a
data analyst
coming now!
To perform segmentation, I wait
for a marketer or data analyst
to give me specific orders to
gather a set of customers.

39.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
CDP, I’m working on a
re-engagement campaign.
Give me all the customers where:
Propensity to Churn = High
Last Purchase = 6 months ago

40.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
CDP, I’m working on a
re-engagement campaign.
Give me all the customers where:
Propensity to Churn = High
Last Purchase = 6 months ago

41.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
CDP, I’m working on a
re-engagement campaign.
Give me all the customers where:
Propensity to Churn = High
Last Purchase = 6 months ago

42.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
CDP, I’m running a
replenishment campaign.
Give me all the customers where:
Product Purchased = Running socks
Last Purchase = 1 year ago

43.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Nobody has picked me
yet for a segment?
Am I not a high-value
Identity?

44.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
In fact…I hear a
marketer coming
for you now!
Don’t worry Parker.
You are a part of a very
high value audience.

45.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
CDP, I’m running a
cart abandonment campaign
for high-value customers

46.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Give me all the customers where:
Lifetime Value = More than $10,000
Browsed Product = Shoe
Last Purchase = NOT Shoe

47.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Give me all the customers where:
Lifetime Value = More than $10,000
Browsed Product = Shoe
Last Purchase = NOT Shoe
That’s me!

48.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Give me all the customers where:
Lifetime Value = More than $10,000
Browsed Product = Shoe
Last Purchase = NOT Shoe
That’s me!

49.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
As a CDP, my third and
final job is to perform a
trick called activation.

50.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
To perform activation, I send
the segment to different
marketing channels, like
email, mobile, and web.

51.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
You’re getting sent to a
Data Management
Platform for a paid
media placement.

52.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
.CSV
Okay, identities, hop into the .CSV
text file and get ready to be exported!

53.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
.CSV
Hold on tight!

54.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 5
Parker’s
Homecoming

55.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
.CSV

56.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Hello. Who
are you all?

57.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
We are a cookie graph.
We are special cookies
that live in humans’
browsers.

58.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
We track when humans
visit certain websites,
and store non-PII,
demographic data
about them
We know when humans
visit certain websites, and
we are used to track
anonymized, demographic
data about them.

59.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Can you help me get
back to my human? I’ve
been away a long time.

60.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
To help you get back
home, we need to find
your matching cookie.
Now where
could he be???

61.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Hello Parker. I’m Wise Old
Pixel. I’m also known as
8p2g53. I’m a cookie in
your human’s browser.

62.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Lifetime Value $12,900
Propensity to Buy High
PII Value
Last Name Doe
Email john.doe@email.com
We’re a match!

63.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Outdoor Mart has asked me
to notify an Ad Server when
your human visits a site that
they have purchased
advertising on. We have a special
surprise for him!

64.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
You must be patient Parker.
We need to wait until your
human visits one of the
pages that Outdoor Mart has
purchased advertising on.
When will I get to see
my human again?
I can hardly wait.

65.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
I see your human!
He’s visiting the Running
News website.
Time to get
to work!

66.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Hey ad server! It’s 8p2g53 here. The
human on Running News is a high-
lifetime-value shopper from Seattle
who started buying a shoe, but never
completed checkout.

67.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Thanks 8p2g53.
Let’s go.

68.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running NewsThe Running News
website has an open slot
to place an online ad.

69.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running NewsWhich advertiser is
willing to pay the most
for this slot?
?

70.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running NewsThe website calls the ad
server, with cookie
8p2g53 in tow.
?

71.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running NewsThe ad server sends the
impression to an ad
exchange for
real-time bidding.
Bidders
Outdoor Mart
?
ABC Motor Co.
?
XYZ Bank
SOLD
?

72.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running News
Outdoor Mart
Get a 20% discount!
Visit our Pacific Place store.
Buy Now!

73.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
5 tips for your first marathon
Running News
Outdoor Mart
Get a 20% discount!
Visit our Pacific Place store.
Buy Now!
Hi human!
It’s me Parker!
Click here!

74.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Yay!
I’m reunited with
my human!

75.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Sidebar:
Third-party
cookies
WANTED
For crimes
against privacy

76.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Chapter 6
The Dramatic
Conclusion

77.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
But a click is not a
conversion. What about
buying that shoe? OutdoorMart.com

78.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
How do I help my
human to complete
checkout? OutdoorMart.com

79.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
Put an
API on it!
OutdoorMart.com

80.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
Connect a
Personalization
Engine to it!
OutdoorMart.com

81.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
Image of local
mountains
OutdoorMart.com

82.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
OutdoorMart.com
The trail beckons. Get your
mud on with a new pair of
shoes!
Interest-specific
messaging

83.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
OutdoorMart.com
The trail beckons. Get your
mud on with a new pair of
shoes!
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
Last shoe
browsed

84.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
OutdoorMart.com
The trail beckons. Get your
mud on with a new pair of
shoes!
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
Discount for
high CLV,
likely to buy
20% off!
Instant
Checkout

85.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
PII Value
Credit Card 5555-444-333-2222
Started Purchase Running Shoes
First Name John
Last Name Doe
State Washington
Email john.doe@email.com
Loyalty ID 123-ABC-456
Purchases Athletic T-Shirt
Segments Runner
Favorite Sport Trail Running
Lifetime Value $12,900
Propensity to Buy High
OutdoorMart.com
The trail beckons. Get your
mud on with a new pair of
shoes!
Instant
Checkout
20% off!
Highly
optimized
Highly
personalized

86.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Parker needs a
new pair of shoes.
OutdoorMart.com
The trail beckons. Get your
mud on with a new pair of
shoes!
Instant
Checkout
20% off!

87.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.

88.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
And Parker and his human
lived happily ever after.

89.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Epilogue

90.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Better, tailored
experiences
= Better ROI

91.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
24:1
Return on
Ad Spend
Personalized
Paid Media
Based on actual customer data from CDP provider Amperity, for
granular, targeted ads on Facebook for a major sports brand.

92.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
202%
increase in
conversion
Personalized
Calls-to-Action
(CTAs)
According to a study by CRM provider HubSpot, based on more
than 330,000 CTAs (Calls-to-Action) for a 6-month period

93.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
240%
increase in
open rate
Personalized
Email
Based on actual customer results from Customer Data
Platform provider Amperity

94.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
26%
increase in
revenue
Personalized
E-commerce
According a study by Salesforce based on the analysis of over
150 B2C e-commerce sites and 150M shoppers

95.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
The End

96.
Jake Bennett
MarTech Architect
Digital Experience
Ashley Kline
User Experience Architect
Experience Design
Jim Le
CDP/Analytics Expert
Digital Experience
Mari Pierce-Quinonez
Data Scientist
Data & Analytics
Thank
You!!

97.
@jakebenn linkedin.com/in/jakebennett © Copyright 2019 Slalom, LLC.
Thank you to our brave
creatures for teaching us about:
• Digital identities
• Anonymous cookies
• Segments
• Personally identifiable information (PII)
• California Consumer Privacy Act (CCPA)
• Customer data platforms (CDP)
• Third-party data
• Identity resolution
• Unified profiles
• Machine learning
• Predictive attributes
• Segmentation
• Data management platforms
• Personalization engines
• Cross channel activation
• Cookie graphs
• Ad servers
• Real-time bidding
• APIs
• Personalization Engines

98.
98
Q&A