Marketing

Activate and Optimize Your Media Plan through Onboarding

July 9, 2019  |   Allyson Havener

So you’ve gone out and amassed huge amounts of data (with permission, of course). Now what? 

Yes, first-party data is critical to have, but on its own, it’s kind of like being all dressed up with nowhere to go. You’re no better off having that data than you were before you had it. To drive effective people-based marketing, that data needs to be usable across marketing platforms and channels. 

This is done by unifying your data silos with a people-based identifier, and then making that data available across your tech stack and media activation.

Transform your data into marketing gold

Data influences marketing strategies, but a lot of data isn’t worth much if it isn’t tied to a people-based identifier that you can address on the open web. The key to making data valuable is to work with an efficient, secure, and accurate data onboarder. 

Through LiveRamp, you can transform your first-, second-, and third-party data into people-based identifiers called IdentityLinks (IDL). Matched IDLs are then sent to partners who translate them into partner-specific cookies or mobile IDs, enabling you to use your data for people-based marketing across countless channels through our 500+ partner integrations. 

Marketers can then reach the consumers they’re talking to—across every device, browser, touchpoint, and system—and market to them based on who they are, what they like, and how they’ve behaved in the past.

Expand your media strategy

We know that marketers have a growing number of platforms and channels they work with, but we have yet to find a marketer who works with all 500+ of the platforms we’re integrated with. Not that we’re saying you should strive for this exactly, but we’re pretty sure you can find a channel or platform you’ve wanted to work with or are evaluating on our partner page. We make it easy and secure to send your customer data to those channels and platforms, including Facebook, Google, the Trade Desk, Xandr, and hundreds of others.

Creating actionable data is only the beginning

Resolving your datasets into people-based identifiers and deploying them across your marketing platforms and partners in a privacy-conscious manner are just some of the things you can do after onboarding your data

To discover more, view our interactive piece that reveals how the full process of identity resolution is the lynchpin to a host of use cases ranging from CRM retargeting and closed-loop measurement to more advanced use cases, including lookalike modeling and bringing order to your data lake.