For our series on best practices for using data to improve one-to-one marketing strategies, we reached out to James Smith, EVP of the Americas at Criteo, to learn more about personalized marketing and retargeting programs.
What’s the biggest challenge marketers face when it comes to one-to-one marketing and personalization?
The biggest challenges are understanding how and when to accurately engage the right consumer in a cross-device world, and how to execute in a scalable and meaningful manner.
With so many new tactics and ways to communicate with consumers, launching campaigns that drive measurable results can be difficult.
To create strategies that adapt to consumer journeys, marketers must align various data sources, creative elements, media channels, promotions, etc., which can be hindered by significant organizational complexities.
What are the best practices you recommend to customers who are pursuing a better one-to-one marketing strategy?
One of the most important organizational best practices is to break down channel silos.
Search, display, email, affiliate, TV, and print continue to operate separately with different strategies and goals in place.
The consumer buying journey has increasingly become more complex, and all departments must work together to create a cohesive consumer experience or risk losing share of wallet.
Alignment among internal teams and structures responsible for those marketing channels must first come together before any successful, holistic one-to-one marketing program can work.
One-to-one marketing must also aim to enhance the overall customer journey versus being viewed as a vehicle to blast customers with different types of messages.
The overall intent is not to message the consumer with the most specific means possible, but to give them the recommendations or messages that they need at the right point in their path to purchase.
What’s the biggest pitfall you see when trying to achieve a successful one-to-one marketing strategy?
Being too conservative.
Creating a culture that embraces testing is critical to crafting a well-defined one-to-one marketing strategy, since all marketing tactics don’t work for all organizations.
It takes patience and realistic goals.
Testing things like new data sets and campaigns are crucial to finding what works for any particular brand.
Do you have any optimization recommendations or best practices when it comes to starting a one-to-one marketing campaign?
With all new initiatives, there must be a “walk before you run” approach that allows advertisers to find the correct balance between scale and granularity.
Often times, Criteo finds clients want to jump to incredibly complex campaigns without truly understanding what levers will impact those campaigns.
Our recommendation is to always start at a high level and then to slowly add on more layers in a methodical manner.
Over time, the marketer can then learn which levers, data points, and campaign elements work and don’t.
This allows us to fine tune campaigns over time with the intention of finding the most efficient solutions that work for both the client and the consumer.
In addition, marketers must always keep the end goal of the campaign in mind when starting their one-to-one marketing campaigns.
The objectives for these campaigns need to be well-defined in advance with specific success metrics that can be benchmarked across campaigns, tactics, and partners.
How do Criteo and LiveRamp work together to enable better one-to-one marketing?
The partnership between Criteo and LiveRamp is focused on driving consumer sales for retail and travel clients.
Together, data onboarding and retargeting allow marketers to communicate more efficiently and meaningfully with consumers across all channels—such as in-store, online, and call centers—and further up the funnel.
Specifically, clients can:
a. Move aggressively towards an omnichannel approach to marketing.
LiveRamp’s data connectivity service allows us to build programs for our clients to advertise to shoppers who purchase in-store, but not online.
In addition, we can use our clients’ anonymized CRM data to ensure they can appropriately value and then advertise to shoppers who purchase both in-store and online.
b. More accurately measure the value of digital advertising campaigns.
We have always been able to show the sales we drive to the online store. Through the partnership, we can now show the value of our advertising as it relates to driving in-store sales.
This means a VP of Marketing can now more fully optimize their spend to meet both online and in-store sales goals.
c. Increase efficiency by leveraging first-party data.
Using data onboarding to leverage your existing data with your online retargeting partner to further enable one-to-one marketing campaigns produces a large increase in efficiency for marketing departments by ensuring that campaigns are better optimized.
Want to learn more?
For the skinny on one-to-one marketing, check out our Definitive Guide.