According to Forbes, only 13% of companies have a high degree of confidence that they are maximizing their available customer data. A marketers’ greatest tool is customer data, as it provides critical insights, makes marketing teams more effective, and allows brands to tailor support to each individual customer. Tune in to our webinar as we unpack how to properly leverage technology to unify first, second, and third party data to map your customers’ journey, connect off and online touchpoints, and advance your marketing strategy to increase your ROI on paid media efforts.

1. How to Leverage Customer Data for
Successful Paid Media Campaigns
The ROI Of People-Based Marketing

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speakers
Reese McGillie
Director, Insights & Analytics
David Rifkin
Managing Director, Agencies

5. What is the state of your customer data?
Poll Question
● We are only collecting a small amount of customer data but it is siloed from our other
data sources
● We want to collect customer data but it is difficult to set up the systems needed to do that
● We are collecting customer data and integrating it with data from other sources but we
don’t know how to use it to inform our marketing strategy

6. 6
1. Partnering with Tinuiti & LiveRamp
2. What is IdentityLink?
3. Data for People-based Marketing
4. Identity Resolution with LiveRamp
5. Putting it into Practice
6. Case Studies
Agenda

7. Partnering with Tinuiti & LiveRamp

8. 13%
Percentage of companies who have a high degree of confidence
that they are maximizing their available customer data
Forbes Insights

9. +
Our goal is to connect with
marketers who are investing
heavily in collecting customer
data but don't know how to get
the most value out of it.
Today we'll explain how
partnering with us can help you
get the most out of your
customer data

10. Increase revenue and
campaign ROI by targeting
offline customers digitally vs.
direct mail or phone
Expand marketing reach by
activating offline audiences
Deliver a customer centric
experience with consistent
messaging across
devices/channels
BENEFITS WITH PARTNERSHIP:
Target known customers
without email addresses via
a digital campaign (e.g.
Social and addressable TV)
Target lapsed customers
with in-store or online
coupons via digital channels
(e.g. social, mobile)
Target brick and mortar
retail customers with
digital promotions (e.g.
addressable TV, mobile)
What You Can Do
10
The ROI of People-Based Marketing

11. What is IdentityLink?

12. ©2018 LiveRamp. All rights
reserved.

13. ©2018 LiveRamp. All rights
reserved.

14. ©2018 LiveRamp. All rights
reserved.

15. ©2018 LiveRamp. All rights
reserved.

16. ©2018 LiveRamp. All rights
reserved.
Device ID
4500d
Cookie ID 5699zk7fb42
Cookie ID 9O582Lk3
Cookie ID 4978d8lk
Cookie ID: 89f73kpn
Cookie ID
48y9lk76
Cookie ID
Cookie ID
Cookie ID
Cookie ID
Cookie ID
IDFA
4500d
The Challenge in
Resolving Identity
16
Jayden Smith
Alex Taylor
Jayden K.
Smith
143A 55th
New York,
NY
JK
Smith
(650)
997-111
1
J. Smith
55 Post
San Francisco
(650) 307-0000
Jay Smith
10 Main St
Arkansas

17. ©2018 LiveRamp. All rights
reserved.
Identity
Resolution
17
Device ID
4500d
Cookie ID 5699zk7fb42
Cookie ID 9O582Lk3
Cookie ID 4978d8lk
Cookie ID: 89f73kpn
Cookie ID
48y9lk76
Cookie ID
Cookie ID
Cookie ID
Cookie ID
Cookie ID
IDFA
4500d
Jayden Smith
Alex Taylor
Jayden K.
Smith
143A 55th
New York,
NY
JK
Smith
(650)
997-111
1
J. Smith
55 Post
San Francisco
(650) 307-0000
Jay Smith
10 Main St
Arkansas
IdentityLink:
Xj5m9b

18. ©2018 LiveRamp. All rights
reserved.
How Does IdentityLink Work?
18
Data Sources Destinations
TRANSACTION
DATA
CRM
DATA
3rd
PARTY
DATA
DATA
MANAGEMENT
MEASUREMENTA
TTRIBUTION
IdentityLink
IDENTITY
RESOLUTION
RESOLUTION &
ACTIVATION
DATA
ONBOARDING &
AMPLIFICATION
DATA
STEWARDSHIP &
SECURITY
OTHER 1st
Part2nd
PARTY
DATA
MEDIA PLATFORMS
SEARCH
VIDEO
MOBILE

19. Data for People-Based Marketing

20. 20
Delivering a cohesive customer experience by tracking
individual users across multiple devices and channels.
What is People-Based
Marketing?

21. 1st
Party
The information you collect directly from
your audience or customers. It includes:
● Data from your website(s) or
app(s)
● CRM data
● Subscription data
● Social data
It can also include information from
non-digital sources
2nd
Party
Similar to first party data, but is
purchased directly from the company
who owns and collected it. It could
include data from many of the same
sources first party data comes from,
such as:
• Activity on websites
• Mobile app usage
• Social media
• Customer surveys
3rd
Party
Purchased from outside sources that are
not the original collectors of the data. Data
aggregators like Acxiom, Connexity or
Experian pay publishers and other data
owners for their 1st party data, compile that
information and then sell it.
21
Types of Data
The ROI of People-Based Marketing

22. Identity Resolution with LiveRamp

23. Hundreds of Disparate Consumer Touchpoints
Email Mobile
IoT
Direct Mail
TV
Desktop
Site Purchase
Data POS Data
Loyalty
Rewards Data
Name, Address,
Postal
Phone
Number
Transaction Data
Campaign
Exposure Data
Pandora ID
Google Data
Twitter Data
DSP Data Facebook Data
POI Data
Location Data
Search Data
Website Data
Call Center
Data
Publisher Data
Customer ID
Podcast Data

24. Largest Deterministic Graph
for the Open Internet
A Known Offline Identity
● 45+ years of consumer
contact data
● 150+ data sources
● 4.5+ billion name & postal
records
● 900+ million email
addresses
● 450+ million phone
numbers
E. S. Jones
10 Main St
Plano, TX
Liz S. Wilson
20 Stag Dr
Chicago, IL
E. S. Wilson
20 Longhorn Ave
Chicago, IL
Liz Jones
123 Sunrise Ave
Plano, TX
Ph: 555-1212
Elizabeth Jones
Cell Phone:
555-2323Elizabeth Wilson
20 Longhorn Ave
lizzy@homepc.com
ABILITEC ID
abc12345

25. Identity Connects Data & Powers Omnichannel
Marketing
E. S. Jones
10 Main St
Plano, TX
Liz S. Wilson
20 Stag Dr
Chicago, IL
E. S. Wilson
20 Longhorn Ave
Chicago, IL
Liz Jones
123 Sunrise Ave
Plano, TX
Ph: 555-1212
Elizabeth Jones
Cell Phone:
555-2323
Elizabeth
Wilson
20 Longhorn
Ave
lizzy@homepc.com
ABILITEC ID
abc12345
Secure,
one-way
de-identification
OFFLINE IDENTITY OMNICHANNEL ID
IdentityLink
XY1011abc

26. Leverage Your Client’s Data Assets
Client uploads PII-based customer
data sets to the LiveRamp SFTP
LiveRamp anonymizes the PII data and
matches to an IdentityLink
Data is encrypted in transit and at rest
Via LiveRamp’s Match Network, matched
IdentityLinks are translated to
partner-specific cookies, platform IDs,
mobile IDs, and/or IdentityLinks
Data is then sent to the digital platform of
choice for activation
CRM Data
CLIENT’S
FIRST PARTY DATA
EXAMPLE
DESTINATIONS
OFFLINE ONLINE
OFFLINE ONLINE
LIVERAMP
SAFE HAVEN

27. 3rd Party Data
Data Provider ID
Has
Children
Home
Ownership
Household
Income
Yr20 81b0 410V cr5H Yes No <$100K
902N 2vFi 3pQ8 xN9w No Yes >$150K
30tY bN28 iUd1 2qVi Yes No <$50K
Transaction Data
Customer ID
Purchase
Date
Channel Total
09134787 1-15-2019 Online $96.15
56980011 2-3-2019 Online $335.57
98230163 3-27-2019 Phone $175.22
CRM Data
Email
Loyalty
Status
Segment
personA@yahoo.com Yes Business
personB@gmail.com No Luxury
personC@company.com Yes Economy
Site Visit Data
Cookie ID Time Stamp
Time on
Site
# Pages
Viewed
Exit URL
01485933 2019-2-30 T 10:45 1.25 2 www.google.com/
71193082 2019-3-14 T 6:17 2.33 4 www.yahoo.com/
49250011 2019-3-17 T 14:39 1.75 1 www.bloomberg.com
/
Ad Server Exposures
Device ID Campaign ID Creative ID Time Stamp
J74ir2p0 Summer 1 Beach5 2019-2-30 T 10:45
82rG31b3 Summer 5 Hammock3 2019-3-14 T 6:17
LW29vq3t Holiday 2WeeksLeft 2019-3-17 T 14:39
3rd Party Data
IdentityLink
Has
Children
Home
Ownership
Household
Income
XY1011abc Yes No <$100K
XY1012abc No Yes >$150K
XY1013abc Yes No <$50K
Transaction Data
IdentityLink
Purchase
Date
Channel Total
XY1011abc 1-15-2019 Online $99.99
XY1012abc 2-3-2019 Online $198.98
XY1013abc 3-27-2019 Phone $99.99
CRM Data
IdentityLink
Loyalty
Status
Segment
XY1011abc Yes Business
XY1012abc No Luxury
XY1013abc Yes Economy
Site Visit Data
IdentityLin
k
Time Stamp
Time on
Site
# Pages
Viewed
Exit URL
XY1011abc 2019-2-30 T 10:45 1.25 2 www.google.com/
XY1012abc 2019-3-14 T 6:17 2.33 4 www.yahoo.com/
XY1013abc 2019-3-17 T 14:39 1.75 1 www.bloomberg.com
/
Ad Server Exposures
IdentityLink Campaign ID Creative ID Time Stamp
XY1011abc Summer 1 Beach5 2019-2-30 T 10:45
XY1012abc Summer 5 Hammock3 2019-3-14 T 6:17
XY1013abc Holiday 2WeeksLeft 2019-3-17 T 14:39
Ad Server Exposures TV Viewership* Transaction Data Site Visit Data CRM Data
IdentityLink Campaign ID Creative ID
Time
Stamp
Has
Children
Home
Ownership
Household
Income
Purchase
Date
Channel Value
Time
Stamp
Time on
Site
# Pages
Viewed
Exit URL
Existing
CRM
Profile?
Loyalty Tier
XY1011abc Summer Sale Beach5
2019-2-2
8 T 10:45
Yes No <$100K 1-15-2019 Online $99.99
2019-2-28
T 10:45
1.25 2 www.google.com/
Yes High
XY1012abc Back to School Backpack2
2019-3-14
T 6:17
No Yes >$150K 2-3-2019 Online $198.98
2019-3-14 T
6:17
2.33 4 www.yahoo.com/
No Low
XY1013abc Summer Sale PoolSplash2
2019-3-17
T 14:39
Yes No <$50K 3-27-2019 Phone $99.99
2019-3-17 T
14:39
1.75 1 www.bloomberg.com/
Yes High
How IdentityLink allows you to connect disparate data sets for better insights & measurement
Identity Resolution in Practice

28. A Holistic View of Consumer Journey
Awareness Consideration
Purchase
Upsell/Cross-sell Loyalty
Purchase
Anonymous
Site Visit
Intent
Call Center
Engagement
Email
Offer
Social
Engagement
Prospect
Digital Ad
(Prospecting)
Mobile Ad
(Prospecting)
Personalized
Site Visit
Social
Engagement
Personalized
Site Visit
Mobile Ad
(Retargeting)Addressable TV
(Prospecting)
Digital Video
(Retargeting)

29. Putting it into Practice

30. Integrate Offline
and Online
Customer
Touchpoints
Audience
Suppression
Link
Cross-Device /
Cross Channel
Data
Create Unified
Data Source for
Attribution
Modeling
Map
Omni-channel
Customer
Journeys Based
on Behavioral
Data
Link In-Store
Transactions with
Digital Media
Spend
Use Cases for Unified Data
30
The ROI of People-Based Marketing

31. Targeting Audiences by Device / Reach
31
The ROI of People-Based Marketing

32. 32
Customers
Number of
touchpoints 1-2 3-10 >10
Brand Factor
Marketing Driven
Conversion
Touchpoint
18% of users
converted in 1-2
touchpoints
75% of users
converted in 3-10
touchpoints
7% of users
converted in >10
touchpoints
Multi-Touch Attribution
The ROI of People-Based Marketing

33. Audience Modeling With Marketing Science
The ROI of People-Based Marketing
Lookalike Audiences
Segment lookalike audiences based
on product category and target
narrowly on digital channels.
Recency-Frequency-
Monetary
Create RFM by channel, market, etc. to
hone in on targeting opportunities
based on value beyond LTV.
High Lifetime Value
Build high-LTV lookalike audiences
based on in-store and ecommerce
data, and target them across all
channels.
Market Basket Analysis
Understand which items are purchased
together; combine with other modeling
for hyper-targeting products and
customers.
33

34. Case Studies

35. 35
Case Study:
Ad suppression via LiveRamp
to maximize retargeting
campaign budget
Our lead generation client with a highly seasonal business
wanted to launch winback and cross-sell campaigns but
did not want to waste budget on serving ads to users who
were not in the target audience but were existing
customers.
We used LiveRamp to onboard the client’s own first party
list of existing customers so that when the campaigns
launched we were able to suppress ads for customers in
that list.
Leveraging this approach maximized their budget for these
campaigns and delivered $14.7K in monthly savings for
our client. That’s money that can be reinvested for other
marketing efforts.
List Suppression & Targeting
Monthly savings of
$14.7K
by suppressing ads for
non-target users

36. ROAS for lookalike
audience
+89%
higher than ROAS for
media platform
pixel-based lookalike
audience
36
Case Study:
LiveRamp lookalike
audience outperforms
lookalike audience built
from media platform pixel
We helped our retail client build lookalike audiences based
on data that had been onboarded into LiveRamp. In
subsequent media campaigns that targeted this lookalike
audience we saw better performance in terms of both
ROAS and AOV as compared to a lookalike audience built
of data collected by a pixel from the Trade Desk.
LiveRamp’s ability to bring in data from a variety of
sources created a more holistic foundation for lookalike
modeling and produced a higher performing prospect
audience.
Lookalike audience targeting
Lift in AOV of
+6.5%
as compared to lookalike
audience built from media
platform pixel

37. Key Takeaways
Collecting and integrating customer data is foundational to
people-based marketing.
Identity resolution through a platform like LiveRamp
creates a unified view of all the on- and offline touchpoints
where customers interact with a brand.
With a unified view of customer data we can employ a
variety of use cases to inform media spend allocation,
audience segmentation, targeting and many other
opportunities that drive real business value and ROI.

38. Schedule Your 1:1
Strategy Evaluation

39. Live Q&A
Reese McGillie
Director, Insights & Analytics
David Rifkin
Managing Director, Agencies

40. Upcoming Events & Webinars

41. Growing your D2C Approach,
Scaling Amazon & Beyond
September 19, 2019
The InterContinental
Downtown, San Diego
Tinuiti.com/addiego

42. Upcoming Webinars
July 28 29 30
The ROI Of People-Based
Marketing: How to Leverage
Customer Data For Successful
Paid Media Campaigns
31
How the Best Beauty Brands
Find Success On Amazon:
Growing Your Brand and
Revenue
August 1 2 3
4 5 3 DAY SERIES 6
Q4 Preparation Series: How to
Invest Paid Media Dollars For
Success This Holiday Season
3 DAY SERIES 7
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
3 DAY SERIES 8
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
9 10
11 12 13 14
Make The Most From Offline
Marketing: Leveraging
Traditional Media in Digital
Strategy
15 16 17
18 19 20
Inside Look: How Top Brands
Are Driving Revenue from
Instagram
21 22 21 24

43. THANK YOU!