On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.
Today, watch LiveRamp’s VP of Sales, James Arra, lead a discussion on bringing CRM data online with Kevin Dean of Experian Marketing Services, Dave Jakubowski of Aggregate Knowledge, Phil Mui of Acxiom, and Eric Stein of Epsilon:
A few key points from the panel:
- Mui talked about how bringing CRM data online gives marketers a single view of the customer. Mui challenged the industry and marketers to step out of the channel perspective and move away from just owning the moment. What a technology vendor can do, said Mui, is “connect the moments for a customer.”
- Stein encouraged marketers to ask the right questions. Too often marketers start with, how much data do I have? Instead they should be asking, what outcomes am I trying to drive? From those outcomes, Stein says the next step is “laying out a plan to bring data together, to distribute it to the right places, to bring it back and do the measurement.” Marketers should start with what they know, and what they know lies in their CRM databases.
- Jakubowski mentioned the concept of negative targeting. CRM is not new; it’s what we can do with it that is, such as deciding to not bombard high value customers with ads. Marketers can now do realtime creative optimization, sequential messaging, website optimization, and customer segmentation. The question is “what can’t you do with it [CRM] and what’s really different today,” said Jakubowski.
- Dean talked about the importance of a dynamic view of data. Statically bucketing consumers does not drive effective campaigns. It’s the “harmony of first party and third party and behavioral. That’s where you get the power of your campaign.” Dean encouraged marketers to reset, resize, and recalibrate on a daily basis.
Look out for tomorrow’s video and recap on Programmatic Buying.