The Data Onboarding Opportunity
If you’re reading LiveRamp’s blog, you probably already know a thing or two about data onboarding – the process that bridges the gap between online and offline marketing. It empowers advertisers to leverage their online and offline customer data to find offline shoppers online and to re-engage lapsed shoppers. Additional reach is a key benefit, but it isn’t the only one. Advertisers can also use their valuable customer information to improve personalization and optimization of their campaigns.
Data onboarding has some strong applications for display, where personalization has proven to be a strong driver of campaign performance. It also lends itself to attribution across live and electronic storefronts, giving advertisers a more complete view of consumer influence.
Today, we will share some best practices we’ve identified through our two-year partnership with LiveRamp.
Personalization Advertising + CRM
Most advertisers have a customer relationship management (CRM) file that contains information about their online and/or offline shoppers – email address, gender, product preferences, promotional patterns, sizes, etc. Segmenting this information in your CRM file creates an opportunity to improve the performance of your marketing campaigns. The onboarding process keeps user data anonymous, and matches segments from the CRM file to online devices. This enables a more sophisticated display strategy in which advertisers can create customized ads for each segment that are also personalized on a user level, which is proven to improve performance.
For example, one of our advertisers wanted to reach customers who hadn’t purchased in the last 60 days. As part of the strategy, the CRM file was divided into four segments. Unique ad creative was designed for each segment, while also including a feed field for products specific to the individual consumer’s interests. Overall, users who saw the segmented ads were 15 percent more likely to return to the advertiser’s website than those who did not. Additionally, reengaging lapsed users drove a 4.7 percent lift in conversions.
Why Use Data Onboarding? Online to Offline Attribution
A core benefit of data onboarding is that it provides insight into how digital marketing is impacting in-store purchases.
Online to Offline (O2O) has effectively changed the way we view online display advertising. The notion that online advertising influences both online and offline purchases isn’t new, but data onboarding provides the data to prove it.
Through our partnership with LiveRamp, we’ve seen strong results for our clients who have used O2O attribution. For one client, users who engaged with our ads were 29 percent more likely to convert in-store than those who didn’t see one of our ads.
Advertisers are more than excited at the prospect of being able to tie more revenue back to their digital campaigns and prove the true worth of display.
Data Onboarding Has Omnichannel Benefits
Data onboarding is not just for display. The path to purchase has become increasingly fragmented because of mobile adoption. People start shopping on one device, then jump to another, then visit the store, and eventually they may purchase at a brick and mortar store. This fragmentation has made it hard for marketers to accurately track ROI on their digital campaigns. Overcoming this fragmentation and protecting privacy promises while reaching and connecting across channels is essential. Using your CRM file to fill in the blanks about customer behavior has implications across a variety of important touch points.
- Search: One in five clicks on search ads now come from mobile devices. Considering that 20 percent of PPC clicks come from mobile devices, the opportunity created by the ability to link offline purchases to ads viewed on mobile devices is huge.
- Mobile: The ad tech industry can’t rely on cookies to reach mobile users like we can with desktop devices. Luckily, LiveRamp is leading the way with technologies that allow marketers to reach their mobile users with mobile IDs, instead of solely relying on cookies in a world where cookies are scarce. The partnership between LiveRamp and Rakuten Display allows brands to reach those mobiles users and accurately attribute subsequent offline purchases to the mobile touch point with those customers.
- Future: As marketing silos break down and strategies are fueled by the impact on the customer journey rather than channel performance, data onboarding will become more streamlined, too. Instead of O2O display attribution, advertisers will be looking at omnichannel attribution – understanding how all their online marketing touch points across all devices are influencing consumers’ behavior both online and offline.
Fragmentation in the shopping journey makes showing an ROI on digital efforts difficult to prove. The ability of online-to-offline attribution to bridge the gap in that fragmentation is hugely impactful. Linking all your digital efforts to the subsequent offline purchases they influenced will give you the insight to spend marketing dollars in a way that you KNOW influenced customer behavior.