25. No Wasted
Impressions or Budget
Frequency Control
Across Devices
Better
Performance and
Measurement
26. The Ask
Discuss how creative and media
teams can use identity to create in
impact in our channel.
Case Studies
31. COMMON BLOCKERS
• Separation between media and CRM functions
• Lack of a clear data collection strategy
• Data silos / ownership
• Clear strategy
32. KEY TAKEAWAYS
• People-based marketing is here to stay
• It is based on something you already have
• It helps resolve many of the key issues facing the industry
today
• You can start doing it today
34. Possible questions
• What's the difference between the different people-based platforms? Each of these is for a different channel. Another key difference
is that some are walled gardens and others aren’t. With walled gardens you don’t tend to get a lot of data back whereas for non-
walled gardens the data will always be yours
• I use a DMP. Can I take advantage of people-based marketing? Can I target the segments I have built with them? Yes, most people-
based platforms are in some way integrated to match cookies to logged in ID but you are going to see a degradation in match rates
• What's next in people-based marketing? Layering in more data, making ads more precise, making more of the web people-based,
how do we sync more cookies to deterministic data to grow scale. ID graphs
• Tips for getting started? Collect more email - use your existing file as a suppression file? Test. Go big with your file, hyper targeted
campaigns are difficult to scale
• What effect do you think the GDPR will have on people-based marketing. Entirely positive. It will help ensure that marketing is
consensual and also that customer data is treated with the respect it deserves. Lack of respect for the consumer, ever more intrusive
ad formats and so on has wasted vast sums of ad budgets and has at least been partially responsible for the rise of ad blockers.
Anything which helps improve the user experience and the value marketers get should be welcomed
• Do I need to change my privacy policy to do people based marketing?
• But some people have up to 10 email addresses. How do you target them?
• But don’t people share email addresses too? Kids using their parents spotify or youtube accounts
• Isn’t retargeting just a bit spooky? Depends on your messaging don’t be spooky.
• Why aren’t more people doing it? A very good question. It’s still fairly new and CRM and media are generally 2 separate functions.
Not many agencies are set up to deal with customer data and nor are DSPs either really. But that is changing I think it is only a
matter of time before People-based marketing is the expected norm rather than the exception
Notas del editor
Hi, thank you for coming. So firstly I imagine that for some of you especially at this time of the day the temptation might be to keep an eye on what is coming into your inbox on your phone either as well as or heaven forbid instead of listening to me. So for anyone who falls into that camp, thank you. You’ll understand why later…
I am going to spend the next 15 minutes or so giving an introduction to how people based marketing is changing the way brands use their crm data
So why am I up here? Well LiveIntent is a people-based marketing platform, we have been in this space since 2011
We work with over 1300 brands and publishers who recognize the value both of the email channel and the people-based opportunities it enables
So, what IS people-based marketing?
Well it’s definitely in the news…
These are all taken from just the last month
And it’s being talked about outside of the English speaking world! Even if in France they haven’t translated it yet
But Isn’t ALL marketing “people-based”? After all it’s not like we’re trying to market to dogs. Dog owners, yes. But generally we want to be reaching real people and the right people. But that’s not as easy as it sounds.
Often our targeting is based on Proxies – not people.
Like cookies. Cookies, for a long time, have been the prime identifier for targeting customers on the web. But cookies don’t go cross-device, and in a world where the average person uses over 3 internet connected devices a day, this can cause issues with frequency capping and relevance of ads (source: GlobalWebIndex).
Who’s heard of Mediamath? They are a large Demand Side Platform or DSP and around $2bn of media flows through their pipes a month. Last month our president asked their CEO how much of this media is currently cookie based rather than people based? Any guesses? 70% , 80%. The answer was x%. He then asked what percentage he thought would be cookie based in 2 years time. Guesses again? 50%, 30%. He said zero. That’s a big shift to expect in such a short space of time
Simply put, everyone’s using cookies at the moment. That’s fine. But in 2 years’ time they won’t be
So we move to device-based marketing. According to Yougov the average UK household has 8.3 connected devices. But people share devices. My family is no exception. My wife has an iPad, except when my daughter is watching Japanese baking clips on Youtube. I have a mobile phone except when my daughter’s phone has run out of power and she has to borrow mine to extend her streak on Snapchat with someone. And this still doesn’t solve the issue of connecting a person when they move from device to device.
And let’s not forget the most prevalent form of marketing: Bot-Based Marketing. According to the ANA, advertisers will lose $7.2 billion globally to bots – both malignant and benign – in 2016 and the World Federation of Advertisers predict this will rise to $50BN a year by 2025
And that’s really the point here. Without a way to identify real people everywhere, you end up with irrelevant, poorly targeted, disruptive ads that have no frequency management. And that what has lead to the rise in ad blocking, which is costing an estimated $22 billion in lost revenue. (source: Adobe & PageFair)
But there is hope. People-based marketing allows marketers to leverage their CRM data within logged-in media channels like Google Search, YouTube, Pinterest, Twitter, Facebook and yes LiveIntent to reach real people with personalized messaging regardless of device.
And how? By taking one of the oldest mechanisms on the internet and turning it into one of the most important pieces of customer data you posses.
The humble email address. Email sits at the core of people-based marketing and identity. It connects everything and everyone.
Social Networks.
Payment sites.
Shopping
Loyalty
Music
Film. There is virtually nothing you can do of any value on the internet which does not require an email address
Which explains why there are so many of them. According to the Radicati Group, there are more than 2.6B Email Addresses Worldwide. That’s 35% of the world’s population.
It is the most pervasive, universal identifier there is, connecting everyone and everything on the internet and there is not a person in here that does not have a CRM database that isn’t filled with email addresses.
By using the email address or the encrypted version of the email address, the email hash, People based marketing allows you to apply the same CRM tactics and strategies you already use within your own media and use them outside of your own media. You simply upload the segments you want to target into the people-based platform of your choice and away you go. Most simplistically you can use your existing CRM file as a suppression file in acquisition campaigns. Otherwise you can use segments you have built out in DMPs which support hash-based targeting such as LiveRamp, Salesforce’s Ad Studio or Oracle’s Marketing Cloud. Either way people-based marketers can use their own CRM data to ensure that they are having relevant conversations not only with real humans but the exact humans they want to target and ensure that they are controlling both messaging and frequency irrespective of how many devices that person is using.
3 clear summaries
This is easy -
Logged in -
A few examples use cases. Someone leaves something in a basket which triggers an email from your CRM platform to that user. They might open that triggered email, they might not. So why not target that person in media where they are paying attention. Social media or in other people’s email.
You have a new product launch or an event which you market to your customer base. You send out an email to your base and great news you get a 30% open rate, 10% higher than normal. How about targeting the 70% who didn’t open outside your own media. And so on…
The bottom line is that people are busy and they are not always going to respond to your push marketing when you want them to. Marketers who leverage their own CRM data outside of their own media are in a far stronger position to communicate to a larger section of their CRM base
And this is the promise of people based marketing
By targeting specific individuals using something you already have, your CRM data, and only paying when you get an exact 1 to 1 match, you eliminate wastage.
And because you are using logged in environments you can reach people across device, control frequency and ensure consistency of messaging.
And all this results in better performance and better ROI
And to finish a few case studies – the only ones I have are ones we have seen at LiveIntent but no doubt your friendly rep at Facebook or Twitter will furnish you with similar examples from their platforms too
So you’re a brand wanting to increase conversions. Your CRM team have told you who you need to reach –they’ve already created a segment with your CRM partner, Salesforce. But in your standard cookie-based display campaigns you cannot be sure how many of them you are actually reaching. So you try people-based marketing. You find out that you can match 47% of this segment within LiveIntent’s logged in environment and by targeting them with the same campaign you get a 71% higher CTR than any of the display campaigns you are running. That’s powerful.
Or maybe you have a new product you are looking to launch. This one’s quite clever. You create your launch email campaign to let all your existing customers know about this amazing new product but 5 days before your campaign is due to send you run a people-based campaign to forewarn these same customers that a special offer is going to land in their inbox on a particular day. Keep your eyes open for it. It’s a special deal. This had an amazing response and resulted in a 57% increase in open rate for the launch campaign itself than previous sends and 18% higher sign ups. How popular would you be if you could increase open rates for a major new product launch by 57%? This stuff really works
Here’s a common problem. You’re a company with an app. Of course you are, isn’t everyone? As a consumer I’ve downloaded tons of apps but how many do I actually use. Not many and one of them is email. So you’ve invested all this money in your whizzy app which loads of people have downloaded and then NOT USED! You know who these people are, they are staring at you every day from your database. So you decide to take this data and run a people-based campaign targeting these ‘laggers’. And guess what you see a 190% lift in payment usage (you’re a bank in this case) from these ‘laggers’ and generate 4 to 1 return on advertising spend. Who’s the hero now?
And finally, you’re a company which sells a high value item with a long sales cycle on a lease basis. Your customers are part of a highly sophisticated nurture / renewal program but they don’t really care about you until they really need to care. Right at the end of their lease. Only 20% of them open your email. So you take the other 80% and run a people-based marketing campaign and manage to reach an additional 28% of your non-openers and generate $49M in annual sales.
I won’t do any more. It gets a bit predictable when the hero is always the same but these examples show that there is substance to people based marketing. It works, it works irrespective of industry sector and it has multiple use cases
But that’s not to say it will all be plain-sailing. We see many different companies entering the people-based marketing for the first time and there are likely to be some problems. These are a few of the problems which you might face.
Often there is separation between the media teams and the CRM teams. One owns the media and does the advertising the other owns the actual data. This can extend beyond company walls to the various agencies companies use. This isn’t surprising as CRM and media haven’t really had to coexist before. This will take time to resolve but be aware of it and talk. And both can co-exist the CRM team can maintain ownership of the data whilst the media team might have the best experience place to activate it especially programmatically
Lack of a clear data collection strategy. Data is vital. The better your data the more effective your People-based marketing will be. Data gets a lot of airtime but people are often far from clear about what they actually mean by data. Try to get clear and agree what data everyone is talking about. What specific data points drive the most value for your business? Work that out, prioritise collecting more of it and make it accessible to the right people. If in doubt though find ways to collect more email addresses
Data silos / ownership: too often data lives in pockets and is owned by different teams or even individuals. In order to benefit fully from CRM Retargeting, these silos need to be broken down. Understanding everything that you have got is the first step and then finding the right systems or partners to help you organize and activate it is next. There are many options and they don’t have to be enterprise level cloud marketing solutions. There are many who specialise in mid-market or SMEs and don’t come with the enterprise level price tag
Strategy is vital. Find an appropriate use case, start small, measure the uplift and prove the business case
It’s here to stay, we believe that the move to targeting known individuals as the norm represents the biggest shift in digital marketing ever
It does not require anything you don’t already have to get started
It gives you an answer to mobile, fraud and ad blocking
And you can start today
So here is how LiveIntent can help you reach your current customers with the exact message more often or reach your prospects that are not engaging with our outbound efforts.