Understanding People-Based Marketing & LiveRamp · omnichannel ad exposure data, website visitation...
Transcript of Understanding People-Based Marketing & LiveRamp · omnichannel ad exposure data, website visitation...
Agenda
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What is People-Based Marketing &
Identity Resolution?
What is LiveRamp?
How does LiveRamp work?
What can you do with LiveRamp?
Q&A
Provide a consistent
omnichannel experience
across all consumer
touchpoints
Deliver data-driven
strategies that prove the
ROI of the media and
delivery more impactful
recommendations
Create a personalized
consumer experience
across all touchpoints
Drive business outcomes
while improving media
efficiencies
Agency Challenges TodayYour clients are transforming their businesses to be data-driven and customer centric
and expect you to help them achieve this transformation
Omnichannel
Experience
Measurable
Strategies
Personalized
Experience
Growth &
Efficiency
Source: IDC Whitepaper
44ZETTABYTES
2020
30B Devices
88bn
yearsof music
files
686bn 64GB
tablets
1.4bn
years of HD video
2025
80B Devices
8+ZETTABYTES
2016
11B Devices
250bn 32GB
Smartphones
175ZETTABYTES
Device Proliferation & Technology Leads to
Exponential Data Growth
CONNECTED DEVICES CONNECTED DEVICES CONNECTED DEVICES
Find me
Delight me
Know me
● More connected devices● More data● Higher consumer expectations● More technology platforms
Exponential Growth Continues
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40%of consumers said they
have left a business’s
website… because they
were overwhelmed by too
many options when
trying to make a decision
of consumers more likely
to shop at a retailer in-
store or online that knows
their purchase history
65%of consumers more likely
to shop at a retailer in-
store or online that sends
them relevant and
personalized promotions
65%
By 2018, Gartner predicts organizations with fully functional online
personalization will outsell companies without it by 30%
Source: Accenture Interactive’s “Personalization Pulse Check 2016”
Personalization is the key to brand growth
Massive Channel Complexity
Innovation Has Resulted in Fragmentation
EMAILSEARCH
TELEVISION
RADIO
SOCIAL
VIDEO
PHONE
DISPLAY
DESKTOPTABLET
WEBSITE
Thousands of Vendors
Website
Data
Online
Transactions
Loyalty
Program Data
Brick & Mortar
Transactions
ADVERTISER DATA
LiveRamp IdentityLink Connects Marketing Technologies
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AFFILIATES
DEMAND SIDE PLATFORMS
DATA MANAGEMENT PLATFORMS
PUBLISHERSMEASUREMENT PARTNERS
Device ID
4500d
Cookie ID 5699zk7fb42
Cookie ID 9O582Lk3
Cookie ID 4978d8lk
Cookie ID: 89f73kpn
Cookie ID
48y9lk76
Cookie ID
Cookie ID
Cookie IDCookie ID
Cookie ID
IDFA
4500d
The Challenge in Resolving Identity
Jayden Smith
Alex Taylor
Jayden K.
Smith
143A 55th
New York, NY
JK Smith
(650)
997-1111
J. Smith
55 Post
San Francisco
(650) 307-0000
Jay Smith
10 Main St
Arkansas
Identity Resolution
Device ID
4500d
Cookie ID 5699zk7fb42
Cookie ID 9O582Lk3
Cookie ID 4978d8lk
Cookie ID: 89f73kpn
Cookie ID
48y9lk76
Cookie ID
Cookie ID
Cookie IDCookie ID
Cookie ID
IDFA
4500d
Jayden Smith
Alex Taylor
Jayden K.
Smith
143A 55th
New York,
NY
JK
Smith
(650)
997-
1111
J. Smith
55 Post
San Francisco
(650) 307-0000
Jay Smith
10 Main St
Arkansas
IdentityLink:
Xj5m9b
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Data Sources Destinations
TRANSACTION
DATA
CRM
DATA
3rd PARTY
DATA
DATA
MANAGEMENT
MEASUREMET
ATTRIBUTION
IdentityLink
IDENTITY
RESOLUTION
RESOLUTION &
ACTIVATION
DATA
ONBOARDING &
AMPLIFICATION
DATA
STEWARDSHIP &
SECURITY
OTHER 1st Part2nd PARTY
DATA
MEDIA PLATFORMS
SEARCH
VIDEO
MOBILE
How Does IdentityLink Work?
Largest Deterministic Graph
for the Open Internet
A Know Offline Identity
● 45+ years of consumer
contact data
● 150+ data sources
● 4.5+ billion name & postal
records
● 900+ million email
addresses
● 450+ million phone
numbers
E. S. Jones
10 Main St
Plano, TX
Liz S. Wilson
20 Stag Dr
Chicago, IL
E. S. Wilson
20 Longhorn Ave
Chicago, IL
Liz Jones
123 Sunrise Ave
Plano, TX
Ph: 555-1212
Elizabeth Jones
Cell Phone:
555-2323Elizabeth Wilson
20 Longhorn [email protected]
ABILITEC IDabc12345
Identity Connects Data & Powers Omnichannel
Marketing
E. S. Jones
10 Main St
Plano, TX
Liz S. Wilson
20 Stag Dr
Chicago, IL
E. S. Wilson
20 Longhorn Ave
Chicago, IL
Liz Jones
123 Sunrise Ave
Plano, TX
Ph: 555-1212
Elizabeth Jones
Cell Phone:
555-2323Elizabeth Wilson
20 Longhorn [email protected]
ABILITEC IDabc12345
Secure,
one-way
de-identification
OFFLINE IDENTITY OMNICHANNEL ID
IdentityLink
XY1011abc
Our Match Methodology
Our matches are at the
individual / household
level, not just ZIP or city
A match is only made
when a clear connection
is observed
We keep our graph fresh
by removing inactive
cookies/devices
We screen fake emails
for data cleanliness
We count all connected
devices as one match,
not one match per device
>95%accurate
Anonymous & Deterministic Online Identity
Grounded in Offline Graph
IdentityLink
XY1011abc
Deterministic matches tying
devices, cookies, or Customer IDs
to a known user touchpoint
LiveRamp looks for the the user
in Abilitec (offline graph) using a
one-way hash to maintain privacy
Any new matches are connected
to an existing IdentityLink which
strengthens match rate and
addressability
ABILITEC IDabc12345
VIDEO
SEARCH
MEASUREMENT
ADDRESSABLE
TV
PERSONALIZATION
DATA
PROVIDERS
MEDIA
PLATFORMS
DATA
MANAGEMENT
MOBILE
Activate data across
500+ Platforms with
LiveRamp IdentityLink
200M+Active US users
210M+Active US users
180M+Active US users
240M+Active US users
Scale Equivalent to the Largest Closed Ecosystems
LiveRamp maintains the scaled open equivalent to the largest closed ecosystems, but can
activate data across the entire ecosystem
A Holistic View of Consumer Journey
Awareness Consideration
Purchase
Upsell/Cross-sell Loyalty
Purchase
Anonymous
Site Visit
Intent
Call Center
Engagement
Offer
Social
Engagement
Prospect
Digital Ad
(Prospecting)
Mobile Ad
(Prospecting)
Personalized
Site Visit
Social
Engagement
Personalized
Site Visit
Mobile Ad
(Retargeting)Addressable TV
(Prospecting)Digital Video
(Retargeting)
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Integrating Offline
and Online
Customer
Touchpoints
Increasing New
Customer
Acquisition
Linking Cross-
Device / Cross
Channel Data
Delivering Best in
Class Customer
Centric
Experiences
Increase Accuracy
of Media
Attribution to
optimize
Media Mix
Measuring
Omnichannel
Campaigns
Increasing
Marketing ROI /
Efficiency
Building
Omnichannel
Customer
Journeys based on
Behavioral Data
Linking In-Store
Transactions with
Digital Media
Spend
Our Client’s Challenges
Our Client’s Challenges
Integrating
Offline and
Online Customer
Touchpoints
Increasing New
Customer
Acquisition
Linking Cross-
Device / Cross
Channel Data
Delivering Best in
Class Customer
Centric
Experiences
Increase
Accuracy of
Media Attribution
to optimize
Media Mix
Measuring
Omnichannel
Campaigns
Increasing
Marketing ROI /
Efficiency
Building
Omnichannel
Customer
Journeys based
on Behavioral
Data
Linking In-Store
Transactions
with Digital
Media Spend
LiveRamp Enabled Solutions
Use people-based targeting
strategies to increase the
effectiveness, efficiency and
reach of your marketing
campaigns
Identify actionable new
insights and increase the
accuracy of your
measurement and analytics
Send customer data to
content optimization
platforms for real time
personalization to increase
relevancy and achieve
higher sales conversions
Leverage our data store to
augment 1st party data with
2nd or 3rd party people-
based data to improve
measurement, targeting or
personalization
Targeting Measurment Personalization Data Strategy
IdentityLink Enables People-Based Marketing
Targeting Overview
Make people-based
marketing part of your
targeting strategies to
ensure you’re targeting
people - not just cookies
and devices
Most Common Use Cases:
• Activate Offline Audiences
Digitally
• Audience Suppression
• Data Append for Google Customer
Match
• Omnichannel Marketing
BENEFITSTargeting & ActivationEnsure you’re reaching the right consumer - not just cookies and
devices - at the right time with the right message
Activate your clients’
offline data to target
key audiences via
digital campaigns
Suppress specific
audience segments to
optimize ad spend and
ensure messaging is
relevant and meaningful
Increase Google and
Bing user lists by ~50%
to expand campaign
targeting and improve
efficiency
Increase revenue and campaign
ROAS by targeting offline
customers digitally
Increase ROAS and revenue
through expanded campaign
reach
Deliver a customer-centric
experience with consistent
messaging across devices and
channels
People-Based
Search
Audience
Suppression
Activate Offline
Audiences Digitally
BENEFITS
Power Your Tech StackAggregate data using IdentityLink to analyze data, derive insights, create
audiences and measure campaigns via a data lake
Combine client’s CRM
data, transaction data,
omnichannel ad
exposure data, website
visitation data, third
party behavioral data,
and more
Confidently tie together
1st, 2nd and 3rd party
data to create complete
segments of key
audiences
Accurately map the
customer journey to
inform your campaign
strategy and improve
performance
Provide your clients with greater
value through data driven
insights by augmenting their data
with third party data
Create high value audience
segments and easily activate via
LiveRamp
Measure campaign performance
based on a people-based
identifier
Measure cross-channel
reach & frequency
based on actual people,
not cookies or devices
Accurately link digital
media investment with
offline events such as
conversions or in-store
visits
Understand the true ROI of a
digital investment on offline /
in-store sales
Link outcomes to exposure at
the consumer level
Deliver improved campaign
recommendations through a
more holistic understanding of
past campaign performance
Measurement & InsightsMore accurately measure the impact of media investments and gain
better insights into the customer journey across multiple channels
and devices over time
Multi-Touch
Attribution
Closed Loop
Measurement
Audience
Analytics
BENEFITS
Allocate credit to the
messages, campaigns,
and channels that drive
the best conversions
and optimize campaigns
in-flight
3rd Party Data
Data Provider IDHas
Children
Home
Ownership
Household
Income
Yr20 81b0 410V cr5H Yes No <$100K
902N 2vFi 3pQ8 xN9w No Yes >$150K
30tY bN28 iUd1 2qVi Yes No <$50K
Transaction Data
Customer IDPurchase
DateChannel Total
09134787 1-15-2019 Online $96.15
56980011 2-3-2019 Online $335.57
98230163 3-27-2019 Phone $175.22
CRM Data
EmailLoyalty
StatusSegment
[email protected] Yes Business
[email protected] No Luxury
[email protected] Yes Economy
Site Visit Data
Cookie ID Time StampTime on
Site
# Pages
ViewedExit URL
01485933 2019-2-30 T 10:45 1.25 2 www.google.com/
71193082 2019-3-14 T 6:17 2.33 4 www.yahoo.com/
49250011 2019-3-17 T 14:39 1.75 1 www.bloomberg.co
m/
Ad Server Exposures
Device ID Campaign ID Creative ID Time Stamp
J74ir2p0 Summer 1 Beach5 2019-2-30 T 10:45
82rG31b3 Summer 5 Hammock3 2019-3-14 T 6:17
LW29vq3t Holiday 2WeeksLeft 2019-3-17 T 14:39
3rd Party Data
IdentityLinkHas
Children
Home
Ownership
Household
Income
XY1011abc Yes No <$100K
XY1012abc No Yes >$150K
XY1013abc Yes No <$50K
Transaction Data
IdentityLinkPurchase
DateChannel Total
XY1011abc 1-15-2019 Online $99.99
XY1012abc 2-3-2019 Online $198.98
XY1013abc 3-27-2019 Phone $99.99
CRM Data
IdentityLinkLoyalty
StatusSegment
XY1011abc Yes Business
XY1012abc No Luxury
XY1013abc Yes Economy
Site Visit Data
IdentityLink Time StampTime on
Site
# Pages
ViewedExit URL
XY1011abc 2019-2-30 T 10:45 1.25 2 www.google.com/
XY1012abc 2019-3-14 T 6:17 2.33 4 www.yahoo.com/
XY1013abc 2019-3-17 T 14:39 1.75 1 www.bloomberg.co
m/
Ad Server Exposures
IdentityLink Campaign ID Creative ID Time Stamp
XY1011abc Summer 1 Beach5 2019-2-30 T 10:45
XY1012abc Summer 5 Hammock3 2019-3-14 T 6:17
XY1013abc Holiday 2WeeksLeft 2019-3-17 T 14:39
Ad Server Exposures TV Viewership* Transaction Data Site Visit Data CRM Data
IdentityLink Campaign ID Creative IDTime
Stamp
Has
Children
Home
Ownership
Household
Income
Purchase
DateChannel Value
Time
Stamp
Time on
Site
# Pages
ViewedExit URL
Existing
CRM
Profile?
Loyalty Tier
XY1011abc Summer Sale Beach52019-2-
28 T 10:45Yes No <$100K 1-15-2019 Online $99.99
2019-2-28
T 10:451.25 2 www.google.com/
Yes High
XY1012abc Back to School Backpack22019-3-14
T 6:17No Yes >$150K 2-3-2019 Online $198.98
2019-3-14
T 6:172.33 4 www.yahoo.com/
No Low
XY1013abc Summer Sale PoolSplash22019-3-17
T 14:39Yes No <$50K 3-27-2019 Phone $99.99
2019-3-17 T
14:391.75 1 www.bloomberg.com/
Yes High
How IdentityLink allows you to connect disparate data sets for better insights & measurement
Identity Resolution in Practice
Data StrategyEasily source high-quality people-based data via the Data Store
Fill gaps in your client’s data
assets with trusted third-party
data
Access 180+ data providers
including providers approved
for social channels like
Self-serve access available
24/7 in the Data Store
Buy syndicated
third-party data
for targeting
Source custom
segments
Use second- or
third-party data for
measurement
and/or modeling
Combine first-
and third-party
data for
predictive
analytics
Use third-party
data for advanced
analytics
SEGMENTS
(Variable CPM + % of media)
From our self-serve segment
discovery UI
SUBSCRIPTIONS
(Flat Fee)
Easy LiveRamp billing
BENEFITS
Sign a one-time Data
Store access agreement
and opt into the
consumer social
platforms of interest
Select and distribute
licensed third-party
audiences for campaign
targeting on the
platforms of choice
Leverage trusted third-party
data to more precisely target
audiences on social platforms
Providers are all thoroughly
vetted for privacy and include
sources
High quality data providers
include VISA, IRI, Dun &
Bradstreet, Alliant and more
Third Party Data for Social PlatformsLicense approved, privacy-compliant third-party audiences from
over 180+ data providers and activate them on Facebook, Twitter,
LinkedIn, Pinterest, and Snapchat to reach your target audience
Report Usage to
LiveRamp
Select & Activate
Audiences
Sign One-Time
Agreement
BENEFITS
Report usage monthly
to the LiveRamp Data
Store for billing (note:
Facebook reporting is
automated)
Target households on a
one-to-one basis via
set-top boxes
Increase reach again key
audiences consuming
OTT content via internet
connected TVs and
devices
Execute scalable omnichannel
strategies across TV and digital
Drive incremental reach against
key audiences that cannot be
reached via linear TV
Premium partners including
Viacom, Disney, Fox, NBCU,
Hulu, Roku, Samsung, Comcast,
AT&T and more
Advanced TV Capabilities Leverage data to reach your efficiently target audience across TV platforms
and create a comprehensive, consumer-first engagement strategy
Digital VideoConnected TVAddressable TV
BENEFITS
Unify your video
strategy across digital
video and TV inventory
Comprehensive, accurate
measurement that delivers more
efficient TV investment
Provides identity capabilities in
outcome based measurement
across the TV ecosystem
Combine fragmented TV data
with 1st or 3rd party data to
accurately tie TV investments to
business outcomes
BENEFITS
Introducing Data + Math
Leverage the viewings
behaviors of 25M+
households across
linear TV, Connected TV,
mobile and internet
enabled devices for full
coverage of your client’s
TV buys
Top TV Networks are
offering outcome based
guarantees to help drive
results that really
matter to your client’s
business such as sales,
in-store traffic or brand
engagement
Arm your clients with best-in-class TV metrics that provide true
campaign ROI and enable more timely investment optimization
Faster Reporting
for Better ROI
TV as Accountable
as Digital
Most Comprehensive
Data Set
Uncover insights such
as true reach and
frequency, lift analysis,
causal measurement,
and more to optimize
campaigns for greater
cost efficiencies
Scale Your Client’s Message Globally
● North America: US and
Canada
● LATAM: Brazil
● EMEA: UK, France, Belgium,
Germany, Ireland, Italy,
Spain, Netherlands
● APAC: Australia, New
Zealand, Japan, China, India,
Singapore (2020)
PRIVACY-COMPLIANT
GLOBAL SOLUTIONS
What sets LiveRamp apart?
Neutrality
We give you the freedom to work with
who you choose to without locking you into
a tech stack or media commitment. LiveRamp
focuses exclusively on providing the strongest,
universal person-based identifier.
Addressability
Identity expands beyond cookies and mobile
IDs. Our identity solutions help you connect
to 200M+ people with 95%+ accuracy across nearly every player in the marketing
ecosystem.
Scale
We connect to over 500 marketing
technology platforms and give you the
freedom to work with who you choose to
without locking you into a tech stack or media
commitment.
Industry-Leading Privacy
Protecting consumer privacy is part of our
company’s DNA. We are committed to helping
our clients put consumer privacy first
and comply with global privacy laws.
Q&A
LiveRamp is committed to unifying a highly fragmented ecosystem to drive the future of
programmatic
Unifying a Fragmented Ecosystem
Measure Campaigns with IDL
via Open Internet Measurement Initiative
Addressability on IdentityLink
Transact on IDL
via IDL for RTB
Identify Consumers
via Authenticated Traffic Solution
Offline Audiences
Delivers Significant
ROAS Increase for
a Leading Bank
People-Based Activation
People-Based Activation of Offline Audiences Delivers
Significant ROAS Increase
A leading bank was looking to expand
its direct mail and email campaigns to
reach customers online to increase
the efficiency of their marketing
programs.
Challenge
People-Based Activation
• The bank built a prospect file
using a proprietary model
• They partnered with LiveRamp to
activate the majority of that
audience after holding out a
control segment
• They than launched an online
advertising campaign (search and
display) that was in-market for
30 days
Solution
For people-based targeted segments
that were exposed vs. standard
segments:
• 150% increase in net new
checking accounts
• 40% increase in ROI based on
customer lifetime value
Results
Improves Reach
and Frequency
Efficiency
People-Based Measurement
People-Based Measurement Improves Reach
and Frequency Efficiency
AMC Networks needed to adapt to the
changing ways in which viewers
consumer video content and
advertising. Viewers today have
greater freedom and choice in where
to view across multiple platforms,
making targeting, messaging, and
promotion more challenging.
Challenge
People-Based Measurement
AMC Networks partnered with
LiveRamp to enable them to reach
audience segments across 200
different avenues of distribution,
taking advantage of LiveRamp’s
massive partner network to target
viewers where and when they were
watching.
Solution
As their own biggest advertiser, AMC
Networks needs to spend money wisely in
promoting their shows. A large proportion
of marketing campaigns run in digital and
social channels.
Working with LiveRamp has enabled AMC
Networks to:
• Monitor key performance indicators of
people-based reach and frequency
• Reach small niche segments much more
effectively
• Deduplicate reach across multiple channels
for increased efficiency
Results