Working with unregistered contacts

[zarnovickyf]

Hello guys,

we have a potential customer building a shopping mall that has many specific requirements from marketing system. Most crucial ones are:
1) they want to focus on unregistered contacts who installed their mobile app or visite a website. Based on Device ID + Cookies etc.they want to personalize contact's view of app and website. Btw. website is not built by SAP Commerce Cloud.

2) Of course all information about this unregistered contacts must be able to use for any activity in SAP Marketing Cloud (segmentation, FB or Google Ads, Reports, etc)

Can you help me find some solution? Thank you very much.

[SCHNEIDERT]

Hi Filip,

I think personalizing the website and so on would work the same way like when using Commerce Cloud. You could build target groups and campaigns and retrieve them from Marketing Cloud. The personalized Content and the logic (if a Contact is in Target Group A then display Content X...) has to be created on the external system.

To deal with that requirement you have to send the data like Cookie ID or Device ID to SAP Marketing Cloud with an origin (like e.g. Z_MOBILE_APP and use that for identification) via OData to SAP Marketing Cloud. This is also custom development. Of course Cookie ID may differ the next time the Contact browses on the website and don't know that it is the same one like the first time...

Same thing then for the activities. You could use the OData API API_MKT_INTERACTION_SRV to send the interactions like Website Visit to Marketing Cloud. To use it in segmentation then is standard functionality.

BR Tobias

[zarnovickyf]

Thanks Tobias, you gave me hope that this battle is not lost yet. So at the end I would have all registered (e.g. they gave us email for newsletter) and unregistered contacts in Marketing Cloud, am I right? Amount of the contacts will be huge what of course affects the price of licenses but useless Cookie IDs could be cleared by custom job from time to time.

About the personalized content, do you have some recommendation for external system? Or is it possible to get inspiration from some SAP best practise?