Post on 13-Jan-2015
description
CRM Retargeting:Reach your CRM Online
Dan Scudder
General Manager, LiveRampBooth #1812
Agenda
Overview of LiveRamp Overview CRM Retargeting Benefits How it Works Case Study: DataLabUSA
Headquarters: New York
Satellite office: San
Francisco
A division of Rapleaf, Inc.
Member IAB and DAA ________________
For more information please visit our website:www.LiveRamp.com
At LiveRamp, we’re dedicated to providing the easiest, most effective, and most privacy compliant way to send online advertising to the people in your customer list (CRM).
We call it CRM Retargeting.
About LiveRamp
DAA
CRM Retargeting leverages your existing offline CRM profiles
Onboards that data into anonymous online audiences
Serve online display ads based on data in your CRM
What is CRM Retargeting?
Deliver a specific message, right when it countsCustomer leased their car two years ago. Manufacturer has her name + postal address in CRM database
With CRM Retargeting, customers are found and targeted just before they must renew their leases.
Benefits of CRM Retargeting
Outperforms other display advertising:
Retargeted ads cost about 20% less on a CPM basis than regular display ads
20% LOWER CPM
Retargeted ads get double the clicks that regular display ads get
2x the CTR
CRM Retargeting also provides a way to “+1” other direct campaigns, adding lift to email and direct mail response rates
+1 other campaigns
Reduces costs20% LOWER CPM
2X CTRBoosts performance
to email and direct mailADDS LIFT
Benefits of CRM Retargeting
CRM Retargeting Workflow
Step 1: You provide LiveRamp your CRM.
Solstice CRM
Step 2: LiveRamp matches & anonymizes, to be online-accessible.
Step 3: LiveRamp sends those cookies to your DSP or ad networks
Data Workflow: The Result
Solstice CRM
Step 4: You serve ads targeted directly to your CRM
The LiveRamp Ecosystem
For more information about our partnerships, please visit our website:
www.LiveRamp.com/partners
LiveRamp partners with leading media platforms and can easily integrate within your existing media buying platform.
Case Study:DataLab USA
Who is DataLab?
Data Analytics
Data Sourcing
Data Processing
Data Warehousing
DataLab USA, LLC is a five-time award winning, data analysis and database marketing services provider. They provide Fortune 500 companies in the financial, retail, education, insurance, and non-profit database strategy marketing.
DataLab’s Data Sourcing
Use 3,000+ demographic attributes from 5 of the largest demographic compilers to build models
Score model on over 300,000,000 individuals Actual ranking vs. random selects out of a model tile = deep ROI
Provided LiveRamp with a “targeted” file of customers CRM for LiveRamp to find online
- On average, 50%+ match rate
DataLab’s Telecom Client
RTB Display Campaign targeted to universe of 10MM prospects based on offline demographics, vs. traditional online “audiences”
Traditional online “audiences” would not pick up on key offline elements
LiveRamp on-boarding enables RTB based on offline info including distance from telco hubs and real estate public records
Profile of customers demographics is used to tailor creative On-boarded custom offline response and conversion scores for
client
DataLab’s Work Flow
FemaleBostonLikely Telco Buyer
FemaleBostonLikely Telco Buyer
Datalab’s 10 million direct mail names used in campaign
LiveRamp; matches & anonymizes the names as an online audience
LiveRamp places audience on DataLab’s DSP & campaign runs
Client Results
CTR varied by modeled offline segment Top targeted segments get over 0.2798% CTR- Random segments 0.000% to 0.0343% CTR
Retargeting to the clickthrough population via 1st party cookies
Direct Mail Attribution Analysis- 50% of the direct mail campaign was on-boarded- Enables attribution of RTB Display to mail performance- DM cost + RTB Display cost for similar universe shows lift
of RTB Display for conversion
Questions?
Satellite office:LiveRamp
667 Mission StreetSan Francisco, CA
LiveRamp 915 Broadway, Suite 607New York, NY
t twitter.com/LiveRamp
info@LiveRamp.com
Dan ScudderGM, LiveRampdan@liveramp.com
Booth #1812