Uber’s all about getting their users from point A to point B. So what gets Uber’s data from their CRM database into the digital space? Why, LiveRamp of course! Tesäen Chavis, DMP manager at Uber, uses IdentityLink to connect Uber’s data from their CRM to anonymous channels so they can test user segments and find out if they’re targeting based on the right attributes.
“IdentityLink has been able to help us tie these identities together and effectively manage our campaigns in a way that we’re saving dollars as they run,” said Tesäen. Watch the video or read the transcript below.
Don’t feel like watching the video? Read the full transcript here:
My name is Tesäen Chavis. I am the DMP Manager at Uber. Uber is a leading technology app. We provide a service that enables people to get rides. We’re a mode of transportation that takes a person from point A to point B.
I manage our anonymous data through our DMP. In short, I collect all of Uber’s data. We unify that data into a single ID, in this case it’s AAMID [Adobe Audience Manager ID], and then we activate that across all of our media campaigns.
We utilize LiveRamp as our CRM anonymizer. When it comes to Uber’s CRM data, we are able to segment users into specific life-cycle stages. LiveRamp is able to segment and anonymize those life- cycle stages so we can apply the same logic to our media campaigns.
Via IdentityLink we’re able to take PII and tie that to several IDs, whether that be device IDs or cookie IDs. Then we can tie those identities together. Why do we want to do that? We need to have an understanding of who these people are across all of their devices so we can effectively target them and manage things like frequency capping. We can suppress them if we are over targeting them. IdentityLink has been able to help us tie these identities together and effectively manage our campaigns in a way that we’re saving dollars as they run.
Our LiveRamp account team is pretty incredible. They’re able to answer any questions that we have, whether it pertains to identity resolution, or personalization, or even building out our own version of a CDIM graph. They’re able to understand our business challenges, and they appropriately apply solutions to those challenges in a meaningful way. It’s not just an upsell, it’s, “this is why you need to consider this, and this is where it will get you a year or two from now.”
As we test user segments to figure out if we have viable attributes to go after different audiences, we’ve been utilizing LiveRamp to make that connection from CRM to anonymous channels. We gain these insights via the performance metrics that [tell us whether] this test group is converting or there’s some sort of incrementality in terms of whether or not they’re taking additional trips. From there, we can pretty much scale up that effort into a full-fledged campaign.
Once we actually gain those insights, whether it’s demographic-based or behavioral-based, we’re able to utilize LiveRamp’s Data Store in order to gain second-party segments or third-party data in order to expand our reach. That’s pretty integral to how we approach these campaigns as well.