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  • 1. CRM Retargeting:Reach your CRM OnlineDan ScudderGeneral Manager, LiveRampBooth #1812
  • 2. Agenda Overview of LiveRamp Overview CRM Retargeting Benefits How it Works Case Study: DataLabUSA
  • 3. About LiveRampAt LiveRamp, we’re dedicated to Headquarters: New York Satellite office: San Franciscoproviding the easiest, most A division of Rapleaf, Inc.effective, and most privacy Member IAB and DAAcompliant way to send online ________________advertising to the people in yourcustomer list (CRM). DAAWe call it CRM Retargeting. For more information please visit our website: www.LiveRamp.com
  • 4. What is CRM Retargeting? CRM Retargeting leverages your existing offline CRM profiles Onboards that data into anonymous online audiences Serve online display ads based on data in your CRM
  • 5. Benefits of CRM RetargetingDeliver a specific message, right when it countsCustomer leased theircar two years ago.Manufacturer has hername + postal addressin CRM databaseWith CRMRetargeting, customersare found and targeted justbefore they must renewtheir leases.
  • 6. Benefits of CRM RetargetingOutperforms other display advertising: 20% LOWER CPM 20% LOWER CPM Reduces costs Retargeted ads cost about 20% less on a CPM basis than regular display ads 2X CTR 2x the CTR Retargeted ads get double the Boosts performance clicks that regular display ads get +1 other campaigns CRM Retargeting also provides a way ADDS LIFT to email and direct mail to “+1” other direct campaigns, adding lift to email and direct mail response rates
  • 7. CRM Retargeting Workflow Step 2: LiveRamp Step 3: LiveRampStep 1: You matches & sends those cookiesprovide LiveRamp anonymizes, to be to your DSP or adyour CRM. online-accessible. networks Solstice CRM
  • 8. Data Workflow: The Result Step 4: You serve ads targeted directly to your CRM Solstice CRM
  • 9. The LiveRamp EcosystemLiveRamp partners with leading media platforms and caneasily integrate within your existing media buying platform. For more information about our partnerships, please visit our website: www.LiveRamp.com/partners
  • 10. Case Study:DataLab USA
  • 11. Who is DataLab?DataLab USA, LLC is a five-time awardwinning, data analysis and databasemarketing services provider. They provideFortune 500 companies in the financial,retail, education, insurance, and non-profitdatabase strategy marketing. Data Analytics Data Sourcing Data Processing Data Warehousing
  • 12. DataLab’s Data Sourcing Use 3,000+ demographic attributes from 5 of the largest demographic compilers to build models Score model on over 300,000,000 individuals  Actual ranking vs. random selects out of a model tile = deep ROI Provided LiveRamp with a “targeted” file of customers CRM for LiveRamp to find online - On average, 50%+ match rate
  • 13. DataLab’s Telecom Client RTB Display Campaign targeted to universe of 10MM prospects based on offline demographics, vs. traditional online “audiences”  Traditional online “audiences” would not pick up on key offline elements  LiveRamp on-boarding enables RTB based on offline info including distance from telco hubs and real estate public records  Profile of customers demographics is used to tailor creative On-boarded custom offline response and conversion scores for client
  • 14. DataLab’s Work Flow Female Boston Likely Telco BuyerDatalab’s 10 LiveRamp; matches LiveRamp placesmillion direct mail & anonymizes the audience onnames used in names as an online DataLab’s DSP &campaign audience campaign runs
  • 15. Client Results CTR varied by modeled offline segment  Top targeted segments get over 0.2798% CTR - Random segments 0.000% to 0.0343% CTR Retargeting to the clickthrough population via 1st party cookies Direct Mail Attribution Analysis - 50% of the direct mail campaign was on-boarded - Enables attribution of RTB Display to mail performance - DM cost + RTB Display cost for similar universe shows lift of RTB Display for conversion
  • 16. Questions?Dan Scudder Booth #1812GM, LiveRampdan@liveramp.comLiveRamp915 Broadway, Suite 607New York, NY Satellite office: t twitter.com/LiveRamp LiveRamp 667 Mission Street info@LiveRamp.com San Francisco, CA