Morgan Automotive Group
UTM Identity Process
Within the CDP, visitors are stitched together using a sha256 hex value of the the mobile phone and or email address. Visitors could submit a lead containing an email address, mobile phone or both, on a work pc and that PC digital id will be stitched to the visitors profile, creating a known visitor on that device. The same visitor may visit the same site after work from their mobile device, which has a different digital id, and now the visitor is anonymous, same is true for any other devices a visitor may use.
By adding dynamic links to emails and texts, containing the hashed email address or mobile phone, we are able to increase known visitors accross many devices. The visitor must open the email or text and click a link that takes them to the store website, from there Tealium collect tag reads the utm parameters and grabs the utm_user and utm_campaign data to stitch the visitor device digital id to the other profile containing the same hashed value.
All email and text sent to customers and visitors must contain dynamic links containing the follwing utm parameters: utm_user and must equal sha 256 hashed email address and utm_campaign must contain “cdp”. The utm_campaign is added as a qualifer in our logic. If an event comes in and utm_user is assigned and utm_campaign contains cdp, then Tealium knows to collect the utm_user and use it to stitch the visitor. Without this extra logic, if utm_user came in from an outside source, Tealium would not know to ignore the event. Tealium hashes all plain text email addresses and phone numbers before sending the data in the event.
Sample link
For text the utm_user should contain the sha256 hex mobile phone number
For email the utm_user should contain the sha256 hex email address