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Whywe’re
evolvingbeyond
dataonboarding
And why identity resolution is
central to people-based marketing
Why we’re evolving beyond data onboarding 2
Since 2012, we’ve been helping some
of the world’s smartest marketers
onboard ...
Why we’re evolving beyond data onboarding 3
De inition:
Identity resolution is the near real-
time process of connecting h...
Why we’re evolving beyond data onboarding 4
Evolvingtowardsavisionof
aworldwithoutchannels
That’s the world we’re headed
f...
Why we’re evolving beyond data onboarding 5
Our customers can augment what they
know with what other customers know,
using...
Why we’re evolving beyond data onboarding 6
A lot. As well as improving our identity
resolution capabilities and the solut...
Why we’re evolving beyond data onboarding 7
We’re going to keep improving
The work of the identity resolution project
has ...
Why we’re evolving beyond data onboarding 8
Whathasn’tchanged:
Theissuesandopportunities
As we power through our roadmap,
...
Why we’re evolving beyond data onboarding 9
Onwardsandupwards
That’s where we’re at, and where
we’re going. Data onboardin...
We’reLiveRamp.
We help brands, marketers,
publishers, digital marketing platforms,
and data owners work together
to create...
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Why We're Evolving Beyond Data Onboarding

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Like the discipline of data-driven marketing itself, LiveRamp has come a long way since we began. We’ve developed new capabilities, added new partners, and seen our own customers push us beyond what even we thought possible four years ago. Connecting offline audience segments to digital advertising platforms, which onboarding enabled, is a great first step. But as marketing operations evolve to tackle the bigger challenge of understanding every touchpoint with customers and prospects, so too must we. Data onboarding has set us up to solve the bigger and more important issue you’re struggling with: achieving a complete, omnichannel view of the consumer. This eBook is about what that is, why identity resolution is the key to people- based marketing, and how we’re evolving our platform to get there. By the end of it, we hope you’ll be as excited about it as we are.

Published in: Software

Why We're Evolving Beyond Data Onboarding

  1. 1. Whywe’re evolvingbeyond dataonboarding And why identity resolution is central to people-based marketing
  2. 2. Why we’re evolving beyond data onboarding 2 Since 2012, we’ve been helping some of the world’s smartest marketers onboard their offline data. Our goal was to enable them to resolve identity across platforms and devices in order to target, personalize, and measure more effectively, everywhere. Wherewe’vecomefrom andwherewe’regoing Like the discipline of data-driven marketing itself, we’ve come a long way since then. We’ve developed new capabilities, added new partners, and seen our own customers push us beyond what even we thought possible four years ago. Connecting offline audience segments to digital advertising platforms, which onboarding enabled, is a great first step. But as marketing operations evolve to tackle the bigger challenge of understanding every touchpoint with customers and prospects, so too must we. Data onboarding has set us up to solve the bigger and more important issue you’re struggling with: achieving a complete, omnichannel view of the consumer. This eBook is about what that is, why identity resolution is the key to people- based marketing, and how we’re evolving our platform to get there. By the end of it, we hope you’ll be as excited about it as we are.
  3. 3. Why we’re evolving beyond data onboarding 3 De inition: Identity resolution is the near real- time process of connecting hundreds of identifiers, used by different channels, platforms and devices. It enables marketers – along with supporting agencies, digital marketing platforms, data owners and publishers – to tie them back to the same person in a deterministic, privacy-safe way for people-based targeting, measurement and personalization. As consumers adopt more technologies across more devices, companies gather huge volumes of data on transactions, interactions and all manner of consumer behaviors. But with so many data sources feeding us information about a consumer, and each touchpoint potentially identifying them in a different way (by their email address or anonymous cookie 123 or mobile ID ABC – or, even worse, not identifying them at all), it’s easy to miss connections or draw the wrong conclusions around who consumers are and what matters to them. All those identifiers need to resolve back to the real people they stand for so you can apply context to your interactions with consumers. The ability to build a complete picture of the consumer across every touchpoint and data silo, greatly improving your ability to target, personalize, and measure your marketing, is table stakes for people-based marketers today. OK,sowhatisidentity resolutionanyway?
  4. 4. Why we’re evolving beyond data onboarding 4 Evolvingtowardsavisionof aworldwithoutchannels That’s the world we’re headed for. More accurately, it’s a world where channels only matter because of context – not because a marketer can’t create seamless consumer experiences due to technical limitations. This is fundamental to the greater project of people-based marketing – it cannot be confined to a few digital channels or moments. Our ability to deterministically resolve identity across millions of devices and 400+ technology platforms – onboarding – has already greatly increased the relevancy of our customers’ marketing. But we can do more. IdentityLink is our next step. We’re giving marketers the ability to create a fuller, omnichannel understanding of the consumer before they onboard their data. IdentityLink will allow our customers to resolve consumer data from any source or channel – addressable TV, direct mail, programmatic, telesales, mobile, CRM, social, call center, ad server – back to a real person, increasing their understanding of their customers and prospects. “Over 90% of marketers struggle to seamlessly connect more than three channels on the buyer journey” Gartner1 1 www.gartner.com/marketing/multi-channel-marketing
  5. 5. Why we’re evolving beyond data onboarding 5 Our customers can augment what they know with what other customers know, using the power of identity resolution to take advantage of thousands of second- and third-party data sources, for additional insight into consumer preferences. Onboarding this omnichannel view of the consumer (we’ll continue to invest in enabling you to onboard your data anywhere and everywhere) will greatly increase the effectiveness of your targeting, personalization, and measurement in digital channels. Each touchpoint with a consumer will of course create additional data – and we’ll resolve that data back to your consumer profile in turn. So, you can create an omnichannel understanding of the consumer, and activate that seamlessly across digital channels – our next step towards a world without channels. But it’s not the final step. Our ultimate goal? Helping you activate that understanding across any channel – omnichannel execution. That’s no mean feat. Activating digital data in offline channels comes with serious challenges. But given we’re now part of Acxiom – the company that pioneered identity resolution in the offline world – we’re confident we’ll get you there.
  6. 6. Why we’re evolving beyond data onboarding 6 A lot. As well as improving our identity resolution capabilities and the solution we offer marketers directly (more on that in a minute), we’re also investing in building IdentityLink for the companies brands work with to execute marketing strategies. Sowhathaschanged? More matches through programs like SmartReach, an IdentityLink program that enables the ability to pool data without sharing any underlying PII. Faster delivery to destinations, think one hour or less, to quickly launch and adapt campaigns for maximum ROI. New people-based destinations so you can publish across high-impact inventory on premium digital real estate, and find new places to reach the right audiences. No one can do this alone. Ecosystem partners – the agencies, data owners, digital marketing platforms, and publishers that marketers work with – all own a piece of the picture. To help marketers build an omnichannel view of the consumer, IdentityLink brings all these pieces together. Here’s how: Smarter identity resolution across platforms and devices, as well as across silos of consumer data. Simpler access to data from second- and third-party sources for further enrichment.
  7. 7. Why we’re evolving beyond data onboarding 7 We’re going to keep improving The work of the identity resolution project has no completion date – there will always be new ways to learn about consumers, and new ways to put that insight to work, so standing still is not an option. It’s true for brands and their partners – and it’s true for us. We’re on a mission to continually enhance our recognition capabilities. That means: • Improving things like support for matching on phone numbers and SHA-256 hashed emails • Adding more support for connected TV, online music services, and the Internet of Things • Expanding integrations with data providers that have unique and differentiated data products, while making it easier for everyone to benefit from third-party data Suffice it to say we’ve got our work cut out for us.
  8. 8. Why we’re evolving beyond data onboarding 8 Whathasn’tchanged: Theissuesandopportunities As we power through our roadmap, it’s also worth looking at what hasn’t changed. The same issues and opportunities continue to (and will continue to) challenge marketers and the companies they work with. The issues Fragmentation­­at both ends – in the data sources where consumer information is held as well as the destinations where campaigns are run and results are stored. Addressability – activating the most relevant ad unit to reach the right person on the right device at the right time. Privacy – always working the data harder to create better experiences for the customer, but never compromising on privacy or security standards. The opportunities A people-based approach to: Targeting – for persistently effective engagement that’s relevant in the long term, not just in isolated interactions. Measurement – that shows exactly how all different channels are working together in order to understand how every campaign is affected by every other one. Personalization – with truly omnichannel campaign execution that delivers the right message, wherever consumers are.
  9. 9. Why we’re evolving beyond data onboarding 9 Onwardsandupwards That’s where we’re at, and where we’re going. Data onboarding was only the beginning. Omnichannel understanding is the next step, and omnichannel execution is the ultimate goal. The companies that get this stuff right will be the ones that win. Making people-based marketing possible everywhere isn’t enough. We’re aiming bigger and creating a platform for the whole industry. One that gives everyone – brands, agencies, data owners, digital marketing platforms, and publishers – the ability to contribute to an omnichannel understanding of the consumer, and the power to act on it. Ultimately, it’s about having absolute confidence in a marketer’s ability to target, personalize, measure, and optimize a marketing message accurately and safely. It’s why we’re so excited about our roadmap. And it’s why we hope you are too.
  10. 10. We’reLiveRamp. We help brands, marketers, publishers, digital marketing platforms, and data owners work together to create truly people-based consumer experiences. We do that with IdentityLink, the identity resolution service that ties data back to living, breathing people, and makes it possible to onboard that data in targeted, personalized and measurable initiatives across all channels. Learn what IdentityLink can do for you.

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