Earlier this week, Dreamforce 2022 made its return to San Francisco where Salesforce introduced its new real-time data platform, Genie. LiveRamp was featured as a key partner in Genie’s launch for powering highly personalized customer experiences through enriching and activating data across the advertising ecosystem. Salesforce users can now access LiveRamp technology through the LiveRamp Distribution App now available in the Appexchange.
Marketers leverage platforms like Genie as the single source of truth to drive personalization. LiveRamp Distribution offers Salesforce customers tools to build more accurate audiences powered by RampID, our people-based identifier, and access to direct integrations with a network of over 500 platforms and partners for activation. This enables more impactful, personalized and relevant marketing programs across the entire ecosystem. All activations through LiveRamp happen without sharing hashed or raw PII directly with any activation platform, so privacy is always protected.
“Customer data platforms are transforming the advertising ecosystem into one that is more customer-first. By enabling a single, real-time view of the customer and centralization of customer knowledge, Salesforce Genie can deliver unparalleled consistency and effectiveness across all customer touchpoints throughout the media ecosystem,” said Travis Clinger, SVP of Activations and Addressability, LiveRamp.
According to Salesforce’s Fifth Edition of the State of the Connected Consumer report, 62% of respondents shared that they expect companies to anticipate their needs. With pervasive data fragmentation across the ecosystem inhibiting this personalized customer experience, brands require advanced segmentation and activation capabilities to successfully engage customers with the right message at the right moment on the right channel.
Our partnership empowers marketers to take more control over their data, with capabilities including:
- Build and model advanced audiences, such as lookalike audiences with real-time insights through our segmentation capabilities
- Augment audiences with additional third-party data insights through the Data Marketplace
- Build and activate addressable audiences powered by RampID using first- and third-party data across more than 500 ecosystem partners, including premium publishers
Supporting CDPs with Activation
To grow and remain competitive, businesses must find new ways to engage their customers and deliver personalized and relevant messages to them through their preferred channels. It’s the powerful combination of platforms like Genie and LiveRamp that makes it possible to transform personalized experiences and enhance the reach and accuracy of marketing programs while respecting consumer privacy.
Learn more about our partnership here or reach out to [email protected] for more information.