How Data Onboarding Enables People-Based Marketing

Marketing Innovation

Keep up to date on the latest announcements, events, and happenings from the connectivity community.

How Data Onboarding Enables People-Based Marketing

Marketing Innovation

Great marketing strategies result in real connections with real people. In today’s fragmented landscape of channels and devices it can be easy to lose sight of this. Marketers need to employ a broad set of platforms to reach consumers, and this often results in channel-centric marketing strategies, rather than a true audience-based approach.

Data onboarding helps digital marketers focus on the human side of marketing. The same audience segments that contain the real people you know how to reach through email and direct mail can be onboarded and used in a privacy-safe way for targeting across digital channels, such as display, search, video, and addressable TV. And your data on the purchases made by real people can be onboarded into attribution platforms for accurate closed-loop measurement.

At the recent RampUp 2015 conference, LiveRamp CEO, Auren Hoffman, and LiveIntent CEO, Matt Keiser, took a moment to discuss how we work together to power people-based marketing strategies for brands. LiveIntent helps publishers and marketers buy and sell display ads within email. LiveRamp Connect enables marketers to bring their CRM data into the LiveIntent platform through a highly accurate process that involves exact 1-to-1 matching of consumer data records.

“People-based marketing is exploding,” according to Matt Keiser. “Today, thanks to partnerships like this one, we’re able to make exact matches, or as close to exact as possible. And we’re able to not only target people online, we’re able to track those purchases all the way into stores.”

How do LiveRamp and LiveIntent work together in practice? Imagine you run digital marketing for an auto maker that wants to drive traffic to a website to support a new product launch.

  • You upload your customer and prospect list (with real people) to LiveRamp Connect through our secure import process.
  • LiveRamp anonymizes your records using secure one-way hashing and sends your audience segments to LiveIntent.
  • You then work directly with LiveIntent to target those audience segments with highly relevant display ads in email newsletters for Car and Driver magazine or any publication where your audience can be reached.

More examples of effective people-based marketing strategies are available in the case studies published in the resources area of our website. To watch other videos from RampUp 2015, click here.