People-Based Marketing, Everywhere
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Multi-channel marketing is a double-edged sword. As the number of touchpoints increases, so too does the volume and variety of consumer data available to brands. Which can be either a huge opportunity or a massive problem for marketers. An opportunity – to get to know what consumers really want, and create experiences that deliver. Or a problem – because unless you can tie all those customer identifiers back to real people, you don’t truly understand who you’re marketing to. That’s where identity resolution comes in. In this session you will learn how beginning with an accurate and complete picture of your consumers can impact your omni-channel marketing success.
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People-Based Marketing, Everywhere
- 1. People Based Marketing, Everywhere IdentityLink Gabe Richman Sales Executive, LiveRamp MediaPost Data & Programmatic Summit
- 3. 245 Million 135 Million 100+ Million 60 Million 170+ Million LiveRamp: People Based Marketing, EverywherePeople-Based Marketing. Everywhere.
- 4. Customer obsession and contextual marketing rely on knowing the customer at every touchpoint
- 5. IDFA Ha27 0285 COOKIE Nc92 87bc COOKIE 5Bmy 76Bc JOHN SMITH 42 Greenwood Ave Challenge: Devices
- 6. 6 Source:Chiefmartec.com 2011 100 2012 350 2014 947 2015 1876 2016 ~3,500 Challenge: Digital Platforms – “Micro-Channels”
- 7. 7 Challenge: The Amount of Data Available Continues to Grow ViaIDC 44 ZETTABYTES 2020 30B Devices 88bn years of music files 686bn 64GB tablets 1.4bn years of HD video 180ZETTABYTES 2025 80B Devices 8+ ZETTABYTES 2016 11B Devices 250bn 32GB Smartphones
- 8. Challenge Identity Resolution 88 E. Simon 55 Post San Francisco (650) 307-2131 Eli Simon 10 Main St Arkansas Elias J Simon 143A 55th New York, NY Eli Smith (650) 307-2131 Device ID 4500d App Download Age: 21 Male Cookie ID 5699zk7fb42 Site: aboutthedata.com Cookie ID 9O582Lk3 ID G59x55 Term: skinny jeans eli@liveramp.com Likes elisimon@gmail.com coolguy5@yahoo.com ID: elijazzyjazz Cookie ID: 89f73kpn Site visit Category: record players Impression view Campaign: Fall 2016 coolguy@gmail.com Sentiment Eli Simon Joe Glass Eli Simon $75, Shoes Sentiment Sentiment impression Cookie ID Cookie ID Cookie ID Cookie ID Cookie ID Cookie ID impression impressio impression IDFA 5039dk
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 ID Resolution Is Core to Understanding the Consumer Journey The Market’s Perspective
- 11. © 2016 LiveRamp. All rights reserved. Getting Started “Onboarding” Identity Resolution Across Platforms and Devices Extend People Based Marketing Beyond Facebook / Google
- 12. Analyze that feedback to improve their understanding of the consumer… Repeat Attribute feedback on the effectiveness of our marketing Augment our understanding with what other people know 12 Our Client’s Perspective The Foundation for Customer Obsession Unify everything we know about consumers Activate that understanding across digital channels “Onboarding”
- 13. 13 Identity Resolution: Onboarding Typical Use Cases Audience Suppression CRM Retargeting Cross-device marketing Look alike modeling Site Optimization Dynamic creative optimization TARGETING PLATFORMS PERSONALIZATION PLATFORMS TV Search CRM ACTIVATE
- 14. 14 Recently purchased backpack Don’t serve her another ad for a backpack Offer her trekking poles On her mobile phone This is Onboarding
- 15. 15 Our Client’s Perspective: Beyond Onboarding Our success relies on knowing consumers, every time they interact with our brand, anywhere BUT Onboarding is really valuable
- 16. Identity Resolution: Beyond Onboarding UNIFY AUGMENT ACTIVATE ATRRIBUTE ANALYZEUNIFY AUGMENT ATRRIBUTE ANALYZECRM TV Search TV Web TARGETING PLATFORMS PERSONALIZATION PLATFORMS MEASREMENT & ATTRIBUTION PLARTORMS ANALYTICS ENVIRONMENTS
- 17. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Use Our Links to Create a Unified View of Consumer Activity 3rd Party Data Data Provider ID Element 1 Element 2 Element 3 Yr20 81b0 410V cr5H M 18-24 Media: digital 902N 2vFi 3pQ8 xN9w F 25-30 Media: TV 30tY bN28 iUd1 2qVi F 40-50 Media: paper 3rd Party Data IdentityLink Element 1 Element 2 Element 3 Ka8g 8w5m s8lm 9j25 M 18-24 Media: digital 0H3h ad78 xyI3 2Bqu F 25-30 Media: TV 5Rft s62N xUyq 23B1 F 40-50 Media: paper Exposed Devices DSP Device ID Campaign ID Creative ID Time Stamp J74ir2p0 Summer 1 Beach5 2015-2-30 T 10:45 82rG31b3 Summer 5 Hammock3 2015-3-14 T 6:17 LW29vq3t Back2School 2WeeksLeft 2015-3-17 T 14:39 Exposed Devices IdentityLink Campaign ID Creative ID Time Stamp Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45 0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17 5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39 Promotion History Customer ID Promotion 1 Offer Promotion 2 Offer 01485933 Email Try / Buy 1 DM 20% Off 71193082 0 0 DM Catalog 49250011 DM 20% Off 0 0 Promotion History IdentityLink Promotion 1 Offer Promotion 2 Offer Ka8g 8w5m s8lm 9j25 Email Try / Buy 1 DM 20% Off 0H3h ad78 xyI3 2Bqu 0 0 DM Catalog 5Rft s62N xUyq 23B1 DM 20% Off 0 0 CRM Data Customer ID Attribute 1 Attribute 2 Attribute 3 Phone # 09134787 Customer Consumer 0 714-543-8974 56980011 Customer SMB Retailer 310-901-0082 98230163 Prospect SMB Auto Repair 214-569-4100 CRM Data IdentityLink Attribute 1 Attribute 2 Attribute 3 Phone # Ka8g 8w5m s8lm 9j25 Customer Consumer 0 714-543-8974 0H3h ad78 xyI3 2Bqu Customer SMB Retailer 310-901-0082 5Rft s62N xUyq 23B1 Prospect SMB Auto Repair 214-569-4100 REMOVING IDENTIFIERS MAKES LINKING PRIVACY-SAFE Customer Link Ka8g 8w5m s8lm 9j25 0H3h ad78 xyI3 2Bqu 5Rft s62N xUyq 23B1 USE OUR PRIVACY- SAFE LINKS TO JOIN YOUR DATA Exposed Data 3rd Party Data CRM Data Promotion History IdentityLink Campaign ID Creative ID Time Stamp Element 1 Element 2 Element 3 Attribute 1 Attribute 2 Attribute 3 Promo 1 Offer Promo 2 Offer Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45 M 18-24 Media: digital Customer Consumer 0 Email Try / Buy 1 DM 20% Off 0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17 F 25-30 Media: TV Customer SMB Retailer 0 0 DM Catalog 5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39 F 40-50 Media: paper Prospect SMB Auto Repair DM 20% Off 0 0
- 18. 18 Just came back from London Current book purchased in genre Sci-fi Subscribes to fashion magazines Has a birthday coming up Enjoys art Watches NetFlix videos on Sharks Bought a coat at John Lewis in London Has 2 small children who like sharks Saw this movie at the theater Buys skin care products at Sephora This is Customer Obsession Recently purchased backpack
- 19. Benefits of Identity Resolution Measure the offline impact of digital marketing campaigns that drive purchases in a store of over the phone Increase ROAS by targeting people and not cookies/devices Reactivate customers by messaging them specifically through their preferred channel Optimize spend based on a complete view of the consumer journey Eliminate waste by suppressing offline customers across digital channels Increase site conversions by personalizing for known and anonymous visitors Acquire new customers by leveraging both offline and online lookalike modeling Retain valuable customers by ensuring they don’t receive irrelevant messages Increase LTV with a single view of the consumer for omnichannel execution
- 20. MOBILE MOBILE MEASUREMENT DATA MANAGEMENT VIDEO DATA MANNAGEME NT SEARCH CRM & DATA PROVIDERS SITE OPTIMIZATION MEDIA PLATFORMS ADDRESSABLE TV 1:1 MARKETING & IdentityLink Resolves identity across channels, devices, data sets, and over 500 partner destinations
- 21. LiveRamp IdentityLink People-based reach against US Consumers 210M+ Active US users 200M+ Active US users 170M+ Unique Matched IDs Active in US 85M+ Active US users
- 22. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. OFFLINE IDENTITY DIGITAL IDENTITY R. Jones 10 Main St Plano, TX Rebecca Smith becky@workpc. com IP 222.58.1.10 Becky Wilson 20 Stag Dr Chicago, IL Becky Smith I23 Sunrise Ave Plano, TX Phone 555-1212 Rebecca Smith Cell phone: 555- 2323 Rebecca Wilson 20 Longhorn Ave becky@homepc.c om ABILITEC LINK abc12345 IDENTITY LINK a7b9j7ag LiveRamp IdentityLink Omnichannel Identity Resolution
- 23. IdentityLink: An Industry Platform 23 Brands AgenciesData Owners Tech Partners Publishers …By helping their partners in the digital ecosystem Helping Marketers Build an Omnichannel Understanding of the Consumer… Benefits to Marketers Improved Identity Resolution • Across Platforms and Devices • Across silos of consumer data New Data Sources: 2nd / 3rd Party data Improved Integrations: Faster, Automated New Destinations: Custom Audiences, Everywhere
- 24. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Deliver The Best Customer Experience 24 Customer Experience Data Optimization Good How Well You Know Your Customer Channel-specific measurement showing what happened Automated, personalized optimization across channels Integrated and automated to tell what will happen Average Optimization within an individual channel Better Best CRAWL Customer has disconnected experiences across channels Data in channel silos, onboarding CRM data to specific channels Capturing event and preference data to inform cohesive strategies across channels Aggregate campaign performance data Cross channel coordinated optimization CRM and Transaction data shared across some channels + 3rd Party data sources to augment Aggregate campaign performance data to show what happened Customer sees relevant messaging across some channels Adding 3rd party data to enhance ability to show why things happened Customer moves seamlessly between channels Customer and brand connect at each moment in the journey WALK RUN FLY Measurement Insights Near real-time inputs from multiple data sources
- 25. LiveRamp: The Foundation for Customer Obsession 245 Million 135 Million 100+ Million 60 Million 170+ Million LiveRamp: People Based Marketing, EverywherePeople-Based Marketing. Everywhere.
Notas del editor
- Does anyone in the audience know who coined the term “People Based Marketing?” It was Facebook, back at AdWeek in 2014. They wanted to point out that most digital marketing is not “people based,” but marketing to approximations of people, like cookies or mobile id’s. Not surprisingly, they also wanted to point out that one of the few places you could do people based marketing was on Facebook. In other words, you could come to Facebook with an offline data set like a CRM file, and they could help you find those exact people on their properties. They were able to this because they arguably have the world’s largest digital identity graph, allowing them to recognize the actual person on the other end of a mobile phone or behind a browser. And as a result, markters flocked to their offering, Facebook Custom Audiences.
- People-based marketing is working: 92% of Media Buyers are increasing their people-based advertising spend 83% of advertisers report that people-based ads outperform traditional digital media. People-based ads are working which is why advertisers are planning to move more budget to these ads And Facebook (Custom Audiences) and Google (Customer Match) are the go-to destinations for people based budgets. But what are these platforms? Yes, walled gardens. Look my message here isn’t don’t use G & F. You absolutely should start there, the results speak for themselves. But given how well it works, marketers want to scale beyond these two channels, unifying the people based marketing they are doing on Google and Facebook with people based marketing across the rest of the digital ecosystem.
- And that’s where LiveRamp comes in. If you don’t remember anything else from this presentation today, remember this – LiveRamp allows you to unify the people based marketing you do on Facebook and Google, and to extend it to the rest of the digital ecosystem. Our identity graph, which powers the third-party technology platforms our customers use for targeting, personalization, and measurement, provides reach against the majority of the US population, allowing you to map the hundreds of millions of digital identifiers floating around out in the wild back to an actual person. And in so doing, capture the same benefits you see on Google and Facebook across the rest of your marketing mix. But that’s only part of the story. The need for identity resolution isn’t limited to improving marketing execution.
- Marketers want to understand each and every interaction with their brand, no matter where it occurs, in digital or traditional channels, because they ultimately are chasing the holy grail – an perfect understanding of the consumer. This not only impacts marketing, but can influence all aspects of their business - think product design or in store experience. This particular statement, borrowed from Forrester Research, does a pretty good job of capturing what our customers our constantly telling us – customer obsession is not only key to their success but also for their survival.
- So what’s so hard about all this, whether its executing people based marketing campaigns or building an omnichannel view of the consumer? Well, to start, there are over a billion identifiers for consumers across the digital devices they use to access and consume media, and the number continues to grow
- And then there are the 3500+ media and marketing platforms that consumers interact with on those devices – think of these as “micro-channels” - each using its own identifier for the consumer, and the number continues to grow
- And then there’s the data itself – the data that helps you better understand consumers and their interactions with brands The amount of data available today is already massive and by 2025 it will grow exponentially Today there are over 11 billion connected devices, producing 8 Zettabytes of data per year By 2025 80 billion devices are expected to produce 180 zettabytes of data. The astounding growth comes from both the number of devices generating data as well as the number of sensors in each device. The exploding volume and frequency of data produces a massive opportunity for marketers to understand their current and potential consumers in a hyper-focused way. But it also represents a significant risk in that you might be crushed under a 180 zettabyte ballon if you don’t get in front of this now.
- Today’s consumers expect the brands they engage with to recognize them over time, and across channels and devices. But consumer data is constantly changing and can quickly become outdated: People move, change phone numbers, use different versions of their name Supporting stats for the US: 38M residential moves, 4M births, 2.1M marriages, 0.8M divorces With the average individual using 5 or more devices, consumers are constantly generating identity signals across channels and devices - anything from ad impressions, engagement data, app downloads, etc. That’s a lot of identities floating around. You need a way to resolve all these identities to individuals so you can recognize Eli across channels, devices, and platforms. Because if you’re still showing Eli ads for restaurants in Arkansas after he’s moved to New York, you aren’t created the best customer experience Resolving these identities is not easy, but we have the industry leading deterministic matching capability that we combine with the offline matching capabilities of Acxiom AbilTec in order to accurately link all of these identifiers back to anonymous individuals Acxiom has been doing this in the offline world since 1999 with their Abilitec product, merging, purging, removing duplicates, all to match the different versions of the same person into one universal ID. [see appendix for more on Abilitec]
- So what does that mean? It means we combine everything you know about your customers like profile data from your CRM database, POS transaction data, call center data Then you can add 2nd and 3rd Party data to augment what you know And then you can bring in event data like site activity, exposure data, and impression logs so you have a full understanding of your customer And the LiveRamp IdentityLink that represents Eli will remain the same over time, so as he, changes his email address, buys new devices and starts using new browsers you can still tie all of this data back to Eli in a privacy-safe way LiveRamp makes it easy to resolve identity for any 1st or 3rd party data whether it’s PII based, cookie based or mobile id based, you can send your data to LiveRamp and use our Identity Graph to resolve the identity of your data back to anonymous individuals or households and then find the the identifiers associated with those individuals across the marketing ecosystem.
- The marketplace is beginning to realize that identity resolution is the key to activating consumer understanding in any direction (offline to digital, digital to digital, and digital back to offline). Forrester research recently released a new concept they dubbed “the enterprise marketing core,” which in their opinion provides the foundation for any marketing cloud. Identity Resolution is identified as one of the 5 key elements of that core. Gartner is also considering creating a new category around identity resolution in the digital marketing space, for similar reasons – interest from their clients. The market is realizing this is a foundational capability.
- So, hopefully I’ve convinced you identity resolution is something you should be investing in. So now lets talk about how to get started.
- Let’s start with the end in mind – a complete understanding of the consumer. How do best of breed organizations approach this? Unify everything they know about consumers: 1st party data. Challenging even within the four walls of their org; disparate systems Augment their understanding with what other people know (2nd and 3rd party data) Activate that understanding and engage with consumers across digital channels: Consumers, not devices. Capture feedback on the effectiveness of that engagement: Reach, resonance, and reaction Incorporate that feedback to improve their understanding of the consumer. And repeat.
- So let’s talk about onboarding. We’ve created a tremendous amount of value for our clients, only solving a piece of the bigger picture for brands and the partners they work with – agencies, data owners, technology platforms and publishers. Specifically, allowing them to use context stored in their offline CRM systems to apply context to their engagement with consumers in digital channels. Which of course means you have to recognize that person when you encounter them in a digital channel, which is where our identity graph, working inside of 500+ best of breed technology platforms, comes into play. To make this real, think of this straightforward example – if you knew a cookie belonged to someone who was already a customer, would you treat them differently? The answer is obviously yes, as several basic use cases our customers focus on illustrate
- And this is what brands can accomplish with onboarding, or identity resolution across platforms and devices. Audience suppression alone – a single use case – has generated millions of dollars of savings for our clients.
- But now let’s talk about what some of our more forward thinking, and customer obsessed, clients are doing. As we just discussed, onboarding has allowed our customers to move offline data – typically CRM data - into the digital world to better target and personalize their marketing. That’s a great first step, but our customers want us to go farther than that They’ve told us you want to build an omnichannel understanding of consumers before they ever onboard their data that can be activated anytime, anywhere
- So let’s look at what brands can do leveraging identity resolution not just to onboard, but also to build an omnichannel view of the consumer. CRM data isn’t the only data that can be used to improve targeting and personalization <Click> There are other valuable sources of 1st party “offline” data sitting in disparate systems <Click> And 1st party “digital” data sitting in ad servers In allowing the brand to segment against all of this information, they can create more powerful segments. But as we mentioned earlier, any individual brand doesn’t have the full picture. <Click> Identity Resolution also allows the brand to leverage 2nd and <click> third party data from outside of their organization to further enhance their understanding of the consumer. When we do onboard this more robust understanding of the consumer <click>, the value of targeting and personalization is greatly amplified. But reaching the consumer is only half the battle. <click> Brands then want to understand the impact of the interaction, and to do that they need to resolve more digital data back to the consumer. <click> This ultimately allows the brand to complete a virtuous cycle; enrich, reach, repeat.
- What does this look like in practice? Here we have an example of tow offline first party data sets (a CRM file and promotion history file), a first party digital data set (an exposure file), and a 3rd party data set from a data owner. <Animate slide talking through what we do>
- This is what customer obsession looks like.
- And the benefits go far beyond simple ad targeting
- So what’s behind our ability to do this? LiveRamp IdentityLink, an identity resolution service that works inside your preferred technology platforms for targeting, personalization, measurement, and analytics.
- Powered by an identity graph that approaches the scale of Google and Facebook, but can be leveraged outside of Google and Facebook.
- And an identity graph that spans beyond just what digital players can provider. Our identity graph is omni-channel, allowing our customers to resolve identity in both the offline and digital worlds, and connect the two.
- And finally, an identity graph that allows everyone in the marketing ecosystem to tap into the value created by people based marketing. In addition to the solution we provide for brands, <Click> We provide IdentityLink for data owners, that allows them to connect their data to the digital ecosystem and better monetize it. And this adds value for brands as it allows them augment their undertstanding of consumers, and increase both the reach against and understanding of customers and prospect <Click> We provide IdentityLink for agencies and technology partners, allowing them to offer people based marketing solutions to the brands. And this adds value for the brands by increasing the speed and reach at which they can activate their marketing program <Click> We provide IdentityLink for Publishers, allowing them to offer people based marketing on their properties and better compete with Google, Facebook, and programmatic platforms. And this adds value for brands by providing direct access to their customers and prospects in the publisher’s premium inventory
- By 2017, 89% of marketers expect customer experience to be their primary differentiator. - Gartner Most brands are still in the Average and Good ranges in terms of the customer experience they deliver. These brands are limited by a lack of knowledge about their customers, disconnected technologies and disparate data We already help many brands - including some of your competitors - move towards delivering the best customer experience... You can’t deliver the best customer experience if you don’t see the full picture of your customer...
- So I mentioned earlier that if there’s only one thing you remember about what we do, its that we help our customers extend people based marketing beyond Google and Facebook – and that’s a great place to get started. <Click> But don’t stop there. LiveRamp can provide the foundation you need to build a customer obsessed organization, and better compete in the new age of consumerism.