What should I know about onboarding First Party Data?

Important!  

If you'd like to pass us First Party Data via a Tag - please work closely with your Resonate Customer Success Manager!  We'll want to talk with you to ensure this product meets your needs and that the type of data you'd be passing via a Tag is data we can accept.  

First Party Data in Resonate

Resonate allows customers to include their own data, referred to here as First Party, in their account.  In the Resonate application, customer data appears in the My Imported Attributes area. On-boarding your data begins by serving a Resonate Sync Pixel to capture your unique user IDs. Following the user sync, you can begin importing your First Party Data by uploading an offline file, or customer database export, to Resonate via Box.com.  Customers with a limited number of individual attributes may choose to import their First Party Data directly on the user sync pixel.  This document outlines the steps required to accomplish these processes.

Privacy

Resonate cannot store or process private information regarding your customers. Never include Personally Identifiable Information (PII) in your user sync process or in the offline file that you upload to Resonate.

User Synchronization

Your Resonate Account Manager will provide a custom user synchronization pixel. The purpose of this pixel is to capture your unique user ID and match it with the Resonate unique ID (or RCID). Serve the sync pixel provided to your users and allow enough time for the majority of your user IDs to be captured and synchronized.

Example of a custom Resonate user sync pixel:

https://ds.reson8.com/insights.gif?rand=[cache_buster]&t=0&pixt=resonate&advkey=0013000000QDlWrAAL&opptykey=RES0312C&evkey=123456&evtype=custom&resnc1=fp&resnc2=sync&resnc3=%%Customer_ID%%

It is important that the Customer_ID in your offline file be the same Customer_ID passed on the user sync pixel. Allow enough time for most your users to fire the Sync Pixel and a match table to be generated. This is generally at least 2 weeks with significant volume on the Sync Pixel and be as much as a month. Timing of Sync Pixel traffic must coincide with the onboarded data. 

Preparing Your Data

Before you begin importing first party data into your Resonate account, you must think about the kinds of data you want to onboard, the hygiene of that data and the format.

The segments you onboard will be mapped to Attributes in the Resonate Analytics application. For example, if you have a Segment called “Executives” in your file, Resonate will create an Attribute called “Executives” under your “My Imported Attributes” in Resonate. You could then use that Attribute to build an audience in Resonate, obtain Insights on that audience, and develop new audiences based on that Attribute.

Think of Segments as columns and each user as a row. When importing an offline file, each row begins with a unique ID for the user, followed by the Segment values for that user.

Our current First Party Data limits are:

• 20 unique values per Segment
• 2M unique users

Not every one of your users will be matched to a Resonate ID. Typical match rates are 20% to 25%. So, for example, if you send Resonate 10,000 records, Resonate will have already modeled about 2,000 to 2,500 of those users. Because Resonate has data on enough of the users, Resonate can provide Insights on those users.

There needs to be enough people within each unique value of a Segment for Resonate to provide Insights. A good rule of thumb is that you need to have at least 2,000 users for each unique value within a Segment. More is generally better, especially if you want to combine your 1st party Segments with Resonate Attributes already in the application.  

Possible Attributes

When thinking about Segments to onboard onto the Resonate Analytics application, it is important to understand a few key concepts.

• Your data needs to be formatted correctly. Resonate cannot store and display an unlimited number of attributes or attribute values in the application. The cardinality of your attribute values must be limited to 20 unique values per segment or they will be displayed in the application.
  • If you have a Binary Segment where a user is either in the Segment or not in the Segment, simply provide a column with the Segment name and a value of “1” for true, or in the Segment and “0” for false, or not in the Segment.
  • If you have a Segment that could have several different values, you need to enumerate those values with no more than 20 unique values. So, for example, your CRM file has data on trailing 12 month spend for every user. Those values could range from $0 to $5,000. You should create bins of, say, 5 different ranges like: 0 – 10, 11 – 20, 21 – 50, 51 – 100 and 100+.
  • Ranges should be created based on what is important to your business, but also to ensure that you have enough users in each bin such that, after they’re matched and imported into Resonate, you can build an Audience. So, in this example, if you only had 132 users that spent $100 or more, you won’t be able to create an Audience for that bin of users. (See below for more guidance on minimum sizes.)
• The order of your data impacts the Taxonomy in Resonate and how values are listed in the Resonate platform. Both in MIA and the values within each node in the Taxonomy. You will need to provide Resonate with a data dictionary describing each attribute and the nature of the values within.