Klaviyo Extended ID Empowers Precise Personalization, Giving Brands More Data on Their Customers
Klaviyo (NYSE: KVYO) introduced Extended ID, a solution extending identity tracking up to one year using first-party identity graph. This no-added-cost tool helps brands combat the shrinking lifespan of tracking data and changing cookie landscape. Extended ID enables better website tracking and customer identification, allowing companies to create smarter segments and implement more precise, personalized campaigns.
The solution addresses challenges posed by stricter browser restrictions that limit cookie life to a week or less, which affects customer recognition and personalization efforts. This technology advancement aims to help brands maintain unified customer profiles and deliver seamless, personalized experiences across channels.
Klaviyo (NYSE: KVYO) ha presentato Extended ID, una soluzione che estende il tracciamento dell'identità fino a un anno utilizzando un grafo identitario di primo livello. Questo strumento senza costi aggiuntivi aiuta i marchi a combattere la riduzione della durata dei dati di tracciamento e i cambiamenti nel panorama dei cookie. Extended ID consente un miglior tracciamento dei siti web e l'identificazione dei clienti, permettendo alle aziende di creare segmenti più intelligenti e di implementare campagne più precise e personalizzate.
La soluzione affronta le sfide poste da restrizioni dei browser più rigide che limitano la durata dei cookie a una settimana o meno, il che influisce sul riconoscimento dei clienti e sugli sforzi di personalizzazione. Questo avanzamento tecnologico mira ad aiutare i marchi a mantenere profili di clienti unificati e a fornire esperienze senza soluzione di continuità e personalizzate attraverso i vari canali.
Klaviyo (NYSE: KVYO) ha introducido Extended ID, una solución que extiende el seguimiento de la identidad hasta un año utilizando un gráfico de identidad de primera parte. Esta herramienta sin coste adicional ayuda a las marcas a combatir la reducción de la vida útil de los datos de seguimiento y el cambiante panorama de las cookies. Extended ID permite un mejor seguimiento del sitio web y la identificación del cliente, permitiendo a las empresas crear segmentos más inteligentes e implementar campañas más precisas y personalizadas.
La solución aborda los desafíos planteados por restricciones más estrictas del navegador que limitan la vida útil de las cookies a una semana o menos, lo que afecta el reconocimiento de los clientes y los esfuerzos de personalización. Este avance tecnológico tiene como objetivo ayudar a las marcas a mantener perfiles de clientes unificados y ofrecer experiencias fluidas y personalizadas a través de los canales.
Klaviyo (NYSE: KVYO)는 1년까지 신원을 추적할 수 있는 솔루션인 Extended ID를 도입했습니다. 이 도구는 추가 비용 없이 브랜드가 축소되는 추적 데이터의 수명과 변화하는 쿠키 환경에 대처하는 데 도움을 줍니다. Extended ID는 더 나은 웹사이트 추적 및 고객 식별을 가능하게 하여 기업들이 보다 스마트한 세그먼트를 만들고 보다 정교하고 개인화된 캠페인을 실행할 수 있게 합니다.
이 솔루션은 쿠키의 수명을 일주일 이하로 제한하는 더 엄격한 브라우저 제한으로 인한 문제를 해결합니다. 이는 고객 인식과 개인화 노력에 영향을 미칩니다. 이 기술 발전은 브랜드가 통합된 고객 프로필을 유지하고 다양한 채널에서 매끄럽고 개인화된 경험을 제공하도록 돕는 것을 목표로 합니다.
Klaviyo (NYSE: KVYO) a introduit Extended ID, une solution qui prolonge le suivi d'identité jusqu'à un an en utilisant un graphique d'identité de première partie. Cet outil sans coût supplémentaire aide les marques à lutter contre la durée de vie réduite des données de suivi et l'évolution du paysage des cookies. Extended ID permet un meilleur suivi des sites Web et une identification plus précise des clients, permettant aux entreprises de créer des segments plus intelligents et de mettre en œuvre des campagnes plus précises et personnalisées.
La solution répond aux défis posés par des restrictions de navigateur plus strictes qui limitent la durée de vie des cookies à une semaine ou moins, ce qui affecte la reconnaissance des clients et les efforts de personnalisation. Cette avancée technologique vise à aider les marques à maintenir des profils clients unifiés et à offrir des expériences fluides et personnalisées sur l'ensemble des canaux.
Klaviyo (NYSE: KVYO) hat Extended ID vorgestellt, eine Lösung, die die Identitätsverfolgung bis zu einem Jahr verlängert, indem sie ein erstklassiges Identitätsgraph verwendet. Dieses kostenfreie Tool hilft Marken, der sinkenden Lebensdauer von Tracking-Daten und der sich verändernden Cookie-Landschaft entgegenzuwirken. Extended ID ermöglicht eine bessere Website-Verfolgung und Kundenidentifikation, sodass Unternehmen intelligentere Segmente erstellen und präzisere, personalisierte Kampagnen umsetzen können.
Die Lösung geht auf die Herausforderungen ein, die durch strengere Browserbeschränkungen verursacht werden, die die Lebensdauer von Cookies auf eine Woche oder weniger begrenzen und die Kundenanpassung und -erkennung beeinträchtigen. Dieser technologische Fortschritt zielt darauf ab, Marken dabei zu helfen, einheitliche Kundenprofile aufrechtzuerhalten und nahtlose, personalisierte Erlebnisse über verschiedene Kanäle hinweg zu liefern.
- Introduction of Extended ID solution at no additional cost to customers
- Enhanced customer tracking capabilities for up to one year
- Improved ability to create targeted marketing campaigns and customer segmentation
- None.
Insights
Extended ID marks a significant advancement in customer data management, addressing critical challenges in the evolving digital marketing landscape. The solution's ability to extend identity tracking from days to a full year represents a substantial competitive advantage for Klaviyo in the marketing technology sector.
The timing is strategic, coinciding with increasing restrictions on third-party cookies and growing privacy regulations. This first-party data solution positions Klaviyo to capture greater market share as brands seek alternatives to traditional tracking methods. The technology's integration with existing customer data platforms and focus on first-party data aligns with industry trends toward privacy-compliant personalization.
The revenue impact potential is notable through improved customer retention and higher conversion rates from better-targeted marketing campaigns. This development strengthens Klaviyo's market position in the $25B+ marketing automation industry.
No-added-cost solution helps brands combat shrinking life of key tracking data, changing cookie landscape
As online identifiers and touchpoints increase, brands have access to more data than ever, but web browsers and operating systems have imposed stricter restrictions that limit the life of cookies, making much of this valuable data available for only a week (or less). This limits brands’ ability to tie information to shoppers’ online identities, leading to frustrating experiences like loyal customers not being recognized or receiving irrelevant offers. Black Friday Cyber Monday is a prime example of this effect: while many brands see a boom in customer activity during this timeframe, if a brand can’t recognize those customers when they come back in the new year, they are forced to restart conversations with these customers, likely asking them to repeat information already shared. In today’s era of loyalty and retention, consumers want to be known—it's not just about convenience, but about feeling valued.
“Expecting brands to capture the amount of data generated today, tie it to specific identities, and activate on it is akin to trying to not just catch, but sort individual rain drops in a storm,” said Ed Hallen, Chief Strategy Officer at Klaviyo. “It’s nearly impossible, and it only harms the consumer as splintered or incomplete online personas create a more generic, less customized experience. With Extended ID, we’re able to help brands collect the data that they need to offer their customers personalized journeys that drive revenue and build brand loyalty, ensuring they’re able to provide every shopper with the right message at the right time across channels.”
“Brands intentionally use data in how they market to their customers, which has created a high level of brand loyalty and high expectations for how they engage,” said Jen Kessler, VP of Product at Klaviyo. “It has become harder and harder to meet those expectations as data becomes more restricted, and brands aren’t always able to recognize when existing customers come back to their site. Extended ID gives brands the power to collect more valuable data on their own customers, and ability to trigger more high-converting flows and target their campaigns more specifically than ever before, and we’re seeing them convert sales at a rate to match.”
Extended ID kicks off additional investments in identity resolution for Klaviyo, as more businesses rely on the Klaviyo platform as their customer source of truth. While Klaviyo has long excelled at collecting first-party data and tying it to accurate, deduplicated customer profiles, it’s expanding its capabilities to best support omnichannel brands as technology evolves. These advancements allow brands to maintain strong, unified customer profiles over time, while meeting consumer expectations for seamless, personalized experiences.
Klaviyo’s Extended ID solution will soon become available to all paying customers.
About Klaviyo
Klaviyo (CLAY-vee-oh) powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable, high-value outcomes. Klaviyo’s modern and intuitive SaaS platform enables business users of any skill level to harness their first-party data from more than 350 integrations to send the right message at the right time across email, SMS, and push notifications. Innovative businesses like Mattel, TaylorMade, Liquid Death, Stanley 1913, and more than 157,000 other paying customers leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241114482880/en/
Source: Klaviyo, Inc.
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