LiveRamp’s Randy Antin, Product Marketing, Head of Audiences, (second from right in the image above) participated in Criteo’s Exec Connect panel entitled People-Based Marketing & Measuring the Journey. He was joined by Jason Wilson, Director of Marketing, Overstock.com; Lora Loesch, Sr. Director of Digital Finance and Marketing, Finish Line; and Simone Sancho, Digital Marketing & CRM Executive Manager, LATAM, Sephora; and the panel was moderated by Richard Johnson, RVP Sales, West, U.S., Criteo.
Here are the top three questions asked of the panel and their answers:
1) How are your businesses viewing the customer from a CRM/customer analytics perspective in a unified way? How do you activate those audiences in a people-focused way to get the best results for your business?
- “We need to understand all customer behavior through both offline and online data to predict the next steps of the journey. Our customers are interacting with us across mediums, channels, and at various stages of the journey. In order to deliver the right message at the right time, we need to know everywhere they engage us and make sure we are relating to them properly at each stage,” – Simone Sancho, Sephora
- “Creating lookalike audiences is a key digital tactic for us. We do so such that we can scale and grow our overall pipeline, then make sure our analytics are incorporating the right data so we can deliver and pull them down the funnel towards conversion. But it’s important not to forget that physical stores remain an important channel for marketers: “As brick and mortar locations get more experiential to satisfy customers and increase brand relationship, the data points that are collected offline and online to inform how to personalize that experience becomes even more important.”- Lora Loesch, Finish Line
- “Suppression becomes a huge part of the digital activation experience so that you can a) control your budget by spending efficiently and b) not bombard a recent purchaser with repetitive messaging and create a bad customer experience,” – Randy Antin, LiveRamp
2) In a fragmented world of multiple IDs, how are you identifying your customers across platforms and devices?
- “We use a customer data platform to inform the customer journey—the more partners that can open up their ID graph, the more it can help us solve the problem of accurately identifying customers.” – Jason Wilson, Overstock
- “If you’re not already ingesting offline data, do it. It’s not that hard when using a data onboarder like LiveRamp and the majority of your customer data is tracking offline engagements. If you are not doing it, then you are only using about 10% of your customer engagement data to make all of your decisions.” – Lora Loesch, Finish Line
3) How do you attribute store sales to digital marketing efforts? What are the challenges?
- “You can’t solve for personalization and attribution without solving for identity first. Identity resolution means tying together offline and online identifiers to one consumer in order to then activate campaigns for better targeting of the individual or measuring the success of existing campaigns at the person-level. That’s the easiest way to ensure that the offline sales data you get can be accurately tied to whatever digital marketing those buyers were exposed to.” – Jason Wilson, Overstock
- “Beyond attribution, the next steps are to understand the entire view of the customer— from shopping to buying, messaging to ad exposure, call center to chatbots, social engagement to event attendance and more—it is finally being able to unify everything and potentially give you a leg up, or at least compete against the other major players in your space.” – Randy Antin, LiveRamp
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