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Enabling people-based marketing
with a unified customer view
IdentityLink
Prepared by Joe Glass
2
Today’s
consumer is
constantly
connected
As the number of
connected devices
increases,
3
so does the
amount of data generated
4
The Amount of Data
Available Continues
to Grow
ViaIDC
44
ZETTABYTES
2020
30B Devices
88bn
years
of music files
686bn
64G...
5
The Marketing Ecosystem Continues to Expand
Source:Chiefmartec.com
2011
100
2012
350
2014
947
2015
1876
2016 ~3,500
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Identity Resolution
66
E. Simon
55 Post
San Fra...
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. 7
IdentityLink:
Xj5m9b
Identity Resolution
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Identity Resolution
8
elisimon@gmail.com
2nd & ...
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Data Connectivity
9
IdentityLink:
Xj5m9b
DATA
CRM
SALES
PROMOTION
CONTACT SELLER
3rd PARTY
WEBSITE
MOBILE APP
DSPs
DMP
The New Marketing Stack
RECOGNITION
ANONYMIZ...
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Use Our Links to Create a Unified View of Custo...
Consumers are
addressable
Data is actionable Technology is
connected
12
The Solution = People-based marketing
Unified Cust...
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
MOBILE
MOBILE
MEASUREMENT
DATA
MANAGEMENT
VIDEO...
Prochain SlideShare
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Sponsored by LiveRamp: Transform the customer experience through people-based marketing , Digiday Brand Summit, December 2016

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Joe Glass presentation at DBS in Park City, Utah, December 2016

Publié dans : Marketing
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Sponsored by LiveRamp: Transform the customer experience through people-based marketing , Digiday Brand Summit, December 2016

  1. 1. Enabling people-based marketing with a unified customer view IdentityLink Prepared by Joe Glass
  2. 2. 2 Today’s consumer is constantly connected
  3. 3. As the number of connected devices increases, 3 so does the amount of data generated
  4. 4. 4 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
  5. 5. 5 The Marketing Ecosystem Continues to Expand Source:Chiefmartec.com 2011 100 2012 350 2014 947 2015 1876 2016 ~3,500
  6. 6. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Identity Resolution 66 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
  7. 7. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. 7 IdentityLink: Xj5m9b Identity Resolution
  8. 8. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Identity Resolution 8 elisimon@gmail.com 2nd & 3rd Party Data Purchases Call Center Site Activity Exposures Impression Logs CRM Profile IdentityLink: Xj5m9b
  9. 9. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Data Connectivity 9 IdentityLink: Xj5m9b
  10. 10. DATA CRM SALES PROMOTION CONTACT SELLER 3rd PARTY WEBSITE MOBILE APP DSPs DMP The New Marketing Stack RECOGNITION ANONYMIZATION TRANSLATION DISTRIBUTION APPLICATIONSIDENTITY LINK VIDEO WEBSITE TV DISPLAY SEARCH MOBILE DMP ATTRIBUTION
  11. 11. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. Use Our Links to Create a Unified View of Customer 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
  12. 12. Consumers are addressable Data is actionable Technology is connected 12 The Solution = People-based marketing Unified Customer View
  13. 13. © 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. MOBILE MOBILE MEASUREMENT DATA MANAGEMENT VIDEO DATA MANNAGEME NT SEARCH CRM & DATA PROVIDERS SITE OPTIMIZATION MEDIA PLATFORMS ADDRESSABLE TV 1:1 MARKETING & The freedom to activate your data anywhere for people based marketing at scale

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