This document discusses customer success strategies and metrics for ad tech companies. It includes perspectives from leaders at LiveRamp, Rocket Fuel, PubMatic, and Lotame. They discuss how they define customer success, the types of customers they have, how they measure success, and how they are growing their customer success organizations. Key points include focusing on renewals, upsells, customer happiness ratings, onboarding processes, account planning, and using metrics like net promoter scores.

1. Customer Success for Ad Tech
Zach Boisi, LotameJarvis Mak, RocketFuel
Allison
Metcalfe, LiveRamp
Kyle Dozeman, PubMatic

2. Allison Metcalfe
LiveRamp
Sr. Director, Customer Success
LiveRamp is the leading service for onboarding and connecting customer
data across digital marketing technologies.
By integrating an ecosystem of nearly 100 application
providers, LiveRamp helps the world’s leading brands use their data to
run more efficient, personalized marketing campaigns.

3. KEY FACTS CONSIDERED WHEN BUILDING THIS ORG
• SAAS business model but not a SAAS product – no legions of end users.
―Adoption‖ as most commonly defined not applicable.
• Complex product to understand – NOT complex to use/ implement.
• 3 different types of ―customers‖ with very different needs – resellers, data and
brands.
• Big focus on VAR. Resellers as Customers.
• Before Customer Success there was only Sales and Implementation.

4. Anatomy of a customer success manager
Account ManagerProject Manager
Marketing Consultant
Business Development
Sales Person
Currently 3 CSMs on my team. Should be close to 7 or 8 by EOY..

5. Warrior nurturers
Renewal $$$ Upsell $$$

6. Vision
All of our customers view LiveRamp as an integral part of
their overall digital marketing strategy.
They realize such great success working with LiveRamp
they take every opportunity possible to expand their
partnership with us, and evangelize LiveRamp in the
market.

7. Values
• Adding Value.
• Connected (partnerships).
• Evolving/Improving Product.
• Flexible.
• Responsive.
• Accountability - One Throat to Choke.

8. Methods & Measures
METHOD METRIC GOAL
Kick Off Every Customer Meeting type = Kick Off in SFDC 100% Customers have KO with close date after 1.1.14
Onboard Quickly File receipt and file delivery to destination. 7/7 – 7 days from close receive file, 7 days from receipt deliver to
destination.
MS – how to measure?
Minimize Mistakes Human error No more than XYZ per XYZ. MS – how to measure?
Best Practices Production of Best Practice documents by use case by
industry.
Produce best practices for all 6 industries, 7 use cases each = 42 Best
Practices Versions by EOY.
Fast Resolution Case to Close time. Case to Close average time is X. MS - ?
QBRs # QBRs per client. Min 3 per client. Min 1 onsite.
Account Planning # Account plans. For all “Rising Star” Customers.
Exec/Cross Dept Sponsorship Exec Sponsor, more than 1 dept engagement. For all Rising Star and Marquee Customers.
Advocate Generation Case Study, Reference, Co - Present, Media, Guest
Blog.
5 Case Studies by EOY. 3 Join Presentations. 3 Customers in Media.
Rock Solid Partnerships Engagement of Destination Partners for Account Partner Engagement Score
Product Evolution & Improvement Releases/Ramp Rate Travis?

9. Customer Journey
Implementation
Value
Expansion
Ultimate
Lifetime Value

10. What I have learned
• 3rd time building an CS org.
• The Customer Journey is critical – the concept of moving
customers up and to the right frames all conversations.
• Big Fan of MBO to set clear quarterly priorities.
• Clear responsibility lines are imperative. Every time there has
been some slight pain with this.
• Share Customer Stories with the Company to shed light on
what your org is driving.

11. Kyle Dozeman
PubMatic
Corporate Strategy

12. Jarvis Mak
Jarvis is responsible for the Operations, Analytics, and Professional
Services teams, partnering with Sales and Account Management to
translate customer objectives into inputs to the Rocket Fuel platform that
optimize performance and help ensure campaign success. Before joining
Rocket Fuel, was head of research and insight at Havas Digital and also
did stints at Yahoo and Nielsen.
SVP, Customer Success
Rocket Fuel

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14. Rocket Fuel Fun Facts
NASDAQ: FUEL
• Rocket Fuel delivers a leading programmatic
media-buying platform that harnesses the
power of artificial intelligence (AI) to improve
marketing ROI in digital media across
web, mobile, video, and social channels.
• 619+ people globally (30 PhDs) across 20
worldwide offices in 9 countries
• #4 on Forbes America’s Most Promising
Companies - 2013

15. How We Gauge Customer Success in the Media World
• Goals: Renewed campaign spend
• Happiness rating – relative to competition
• Voice of Customer Hi!
Thanks again for coming out to the Hilton offices last week. I think the meeting went great and I
absolutely love your team.
Miljean – Wow, just wow. She knows her stuff. She came in well prepared and she is extremely well
spoken. I am very impressed with her.
Jenn – You know I love her. She knows our campaigns far better than anyone else than we work with.
John – I wish I was as smart as him. He always brings phenomenal insights to the tables and makes very
strategic measurement recommendations
You – You do a great job of balancing the sales aspect of your job and the account insights that expect of
you 
Thanks for being such great partners.

16. Zach Boisi
VP of Client Success
Lotame
Lotame is a Data Management Platform (DMP) that helps
publishers, marketers and agencies drive Maximum Audience Impact —
maximizing the way they collect, unify, protect and activate audience data.
Leveraging the industry’s most robust DMP as a central audience
management engine, leaders like Targeted Victory, The Weather Channel
and many other clients spanning five continents monetize data, gain
greater targeting efficiency, and drive higher campaign performance and
revenue.

17. Investing in Client Success
Three priorities:
• Personnel: Reorganizing Client-Facing Organization
• Rebranded & Restructured team
• Increased headcount in multiple offices
• Facilitated robust Training and Orientation
• Process: Better Transparency / Expectation Setting
• Client Segmentation
• Client Lifecycle
• Technical Services
• Systems: Greater Collaboration / Communication
• ZenDesk
• Salesforce
• Gainsight
Snapshot of CS Retreat
• Who We Are
• Where We Are
• Who We Need to Be
• What We Stand For
• How We Get There

18. Gainsight Scorecard Metrics
• Relationship
• Sales Process / Evaluation
• Onboarding Survey
• CS Relationship
• NPS Score
• Marketing
• Usage
• Logins
• Usage Impressions
• Uniques Under Management
• Financial
• Contract Value
• Delinquency in Payment
Metrics for Client Success
CS Team Guiding Principals
• Set Proper Expectations
• Be Proactive, Not Reactive
• Provide Value-Add Support
• Make Our Clients Successful
CS Team Metrics
• Net ACV Churn
• Increase in Client ACV
(Upsell or Renewal)
• Decrease in Client ACV
(Downsell or Loss)
• Average Total Invoice/Client/Month
• Average Customer Score

19. Q & A