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LiveRamp UK - Why Identity Resolution matters to every marketer

Multichannel marketing is a double-edged sword. As the number of touch points 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. Check out this Slideshare to see why every marketer should care about Identity Resolution.

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LiveRamp UK - Why Identity Resolution matters to every marketer

  1. 1. WhyIdentityResolution matterstoeverymarketer
  2. 2. Why Identity Resolution matters to every marketer 2 Whatever you call it (multichannel, cross-channel…), marketing needs to work wherever consumers are…
  3. 3. Why Identity Resolution matters to every marketer 3 and they’re everywhere.
  4. 4. Why Identity Resolution matters to every marketer 44 This is a great opportunity for brands.
  5. 5. Why Identity Resolution matters to every marketer 5 Because the more you learn about how consumers behave in different contexts, the smarter you get at improving your offers and personalising your campaigns.
  6. 6. Why Identity Resolution matters to every marketer 6 Butthere’s acatch.
  7. 7. Why Identity Resolution matters to every marketer 7 When you interact with your audience in lots of ways in lots of places, offline and online, you can end up with hundreds of customer identifiers standing for just a single real-life human being.
  8. 8. Why Identity Resolution matters to every marketer 8 mobile ID ABC Tablet ID XYZanonymous cookie 123 Rebecca Smith at XYZ Data Lane bsmith@bsmith.com That’s because the person you and your agency know as Becky Smith at bsmith@bsmith.com can also be ‘anonymous cookie 123’ to your digital ad platform, ‘mobile ID ABC’ on your mobile site, and ‘Rebecca Smith at XYZ Data Lane’ to your third-party data provider.
  9. 9. Why Identity Resolution matters to every marketer 9 mobile ID ABC Tablet ID XYZanonymous cookie 123 Rebecca Smith at XYZ Data Lane bsmith@bsmith.com Things can get messy. It’s easy to make the wrong connections between data points or miss them altogether. Which means you and the companies that support you could be overlooking valuable audience segments, duplicating effort, and creating a confused, incoherent customer experience.
  10. 10. 1: https://www.gartner.com/marketing/multi-channel-marketing/ “Over 90% of marketers struggle to seamlessly connect more than three channels on the buyer journey.” – Gartner1 Why Identity Resolution matters to every marketer 10
  11. 11. Why Identity Resolution matters to every marketer 11 It’sbadnews forcustomers.
  12. 12. Why Identity Resolution matters to every marketer 12 Soit’sbadnewsforyou.
  13. 13. Why Identity Resolution matters to every marketer 13 This fragmentation is the biggest obstacle between brands and truly people-based marketing that speaks to the real individuals behind all those identifiers.
  14. 14. Why Identity Resolution matters to every marketer 14 Identity Resolution And the single most important facet of people-based marketing is
  15. 15. Why Identity Resolution matters to every marketer 15 Identity resolution. Definition: The process of connecting the hundreds of identifiers used by different channels, platforms, and devices in near real-time, so marketers and the companies that support them – agencies, technology platforms, data owners, and publishers – can tie them all back to the same person in a deterministic, privacy-safe way in order to enable people-based targeting, measurement, and personalisation.
  16. 16. Why Identity Resolution matters to every marketer 16 It’snoteasy.
  17. 17. Why Identity Resolution matters to every marketer 17 The threat of fragmentation is always present, as you supplement what you know with new information from additional first-, second- and third-party sources, and onboard them to marketing platforms.
  18. 18. “Over 60% of marketers are looking to increase the number of technology vendors they work with.”2 Why Identity Resolution matters to every marketer 18 2: LiveRamp – The State of People Based Marketing
  19. 19. Why Identity Resolution matters to every marketer 19 And while customer identifiers stay static, real people have a habit of moving around, changing their tastes, and generally making it hard to keep profiles up-to-date and accurate, so you need to refresh them with data in as close to near-time as possible.
  20. 20. Why Identity Resolution matters to every marketer 20 3: LiveRamp – The State of People Based Marketing Identity resolution helps you connect the dots. “Marketers who don’t work with resolution vendors report that they find it three times more difficult to use offline data to target and personalise. And they’re nearly three times less confident at recognising consumers in digital channels.” 3
  21. 21. Why Identity Resolution matters to every marketer 21 It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you:
  22. 22. Why Identity Resolution matters to every marketer 22 It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: • More effective targeting
  23. 23. Why Identity Resolution matters to every marketer 23 It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: • More effective targeting • Omnichannel measurement
  24. 24. Why Identity Resolution matters to every marketer 24 It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: • More effective targeting • Omnichannel measurement • Personalisation everywhere
  25. 25. Why Identity Resolution matters to every marketer 25 When it works, it’s not just marketers who win – agencies, data owners, technology providers, publishers, and, ultimately, consumers all benefit.
  26. 26. Why Identity Resolution matters to every marketer 26 You may already be onboarding CRM segments to digital advertising platforms, connecting offline and online data for a more complete picture of consumers. This is a great start, helping you personalise, measure, and optimise campaigns more effectively – and achieve greater returns on your marketing spend, fast. Why Identity Resolution matters to every marketer 26
  27. 27. Why Identity Resolution matters to every marketer 27 Butthere’salways moretodo. Why Identity Resolution matters to every marketer 27
  28. 28. Why Identity Resolution matters to every marketer 28 For people-based marketing to make a difference, it has to recognise customers and prospects across channels, devices, and sessions – not just in the moment but throughout the consumer- brand relationship. Why Identity Resolution matters to every marketer 28
  29. 29. Why Identity Resolution matters to every marketer 29 That’s the challenge marketers face today. The smart ones are responding with identity resolution that’s persistent, online-offline, and privacy safe. Why Identity Resolution matters to every marketer 29
  30. 30. Why Identity Resolution matters to every marketer 30 Without identity resolution, people- based marketing cannot succeed. When we get it right, everyone wins. If you’re serious about marketing to real people in smart ways, read our eBook about identity resolution. liveramp.uk

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Multichannel marketing is a double-edged sword. As the number of touch points 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. Check out this Slideshare to see why every marketer should care about Identity Resolution.

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