Wunderkind Contact Match

What is Contact Match?

Contact Match is a core component of Wunderkind’s Identity Network, designed to improve user identification on client websites. It enables Wunderkind to recognize known site visitors by matching onsite activity with provided subscriber lists, thereby increasing the ability to deliver personalized onsite experiences and triggered communications. Receiving & uploading a site & locale specific subscriber list will enhance Wunderkind’s already robust ability to identify users on site.

How Contact Match Works at Wunderkind

• Identity Network Integration: Contact Match operates as part of the broader Identity Network. It facilitates matching between anonymized onsite devices and user email addresses that clients provide through opt-in subscriber lists.Using historical upload data avoids excessive API calls to your ESP/CRM at launch for already identified users.

• Subscriber List Upload: Clients need to perform an initial upload of all opted-in email addresses (historical upload). This list should be up-to-date and include all addresses eligible for marketing communication. The CSV file format must be UTF-8 with one column for email addresses, all in lowercase (case sensitive ingest process).

• Recurring Uploads: To ensure ongoing accuracy, clients may provide a recurring list of users for uploads of new subscribers. These uploads must follow the same format as the initial upload.

• URL Appending: For higher match rates, clients can append a unique identifier (related to their ESP, like Klaviyo) to marketing emails. This identifier helps Wunderkind attribute site activity back to the user more accurately, even when traffic originates from channels outside of Wunderkind-managed campaigns.

• Data Ingestion and Security: Wunderkind uses mechanisms such as Directed Acyclic Graphs (DAGs) to automate file ingestion. SFTP is the preferred transmission method for most reliable and automated processing. Clients retain responsibility for ensuring files are sent promptly for ingestion.

Operational and Technical Details

• Data Formatting: Email addresses must appear in a specific file format (CSV, UTF-8, pipe/semicolon/comma delimiter). For publisher clients, newsletter IDs sometimes accompany email addresses (in a single cell, quoted as needed).

• Automation and Monitoring: If automation fails or ingestion is delayed, uploads may expire or overwrite, necessitating prompt confirmation that data has been processed correctly.

• Impact of Implementation Changes: Altering how data is provided or changing website IDs (such as during platform migrations) can temporarily reduce Contact Match performance, especially by disrupting graph associations between devices and emails. This typically recovers as new associations are created.

• Contact Match and Consent: The feature relies strictly on opted-in subscriber data; only users who have given explicit consent should be included in uploads. This underpins Wunderkind’s compliance posture regarding privacy regulations.

Example Use Cases

• A publisher integrates Contact Match during onboarding to maximize identification for email capture campaigns.
• A retailer using Klaviyo sets up URL appending to attribute site visits from marketing emails.
• A client periodically updates their Contact Match uploads to keep user eligibility current, ensuring continued performance of personalized marketing onsite.

Summary:
Contact Match at Wunderkind is a privacy-conscious, email-based identification system that leverages client-submitted, opted-in email lists (and recurring updates) with technical configurations that securely and efficiently increase the identification of website visitors. This enables richer user targeting and campaign effectiveness.