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 Patrick McKenna of HighRidge Global moderate as Rob LoCascio of LivePerson, Chris Robison of Adobe, Eric Roza of Datalogix, and Hiten Shah of Kissmetrics share their insights on measuring customer engagement.
A few key points from the panel:
- Responding to McKenna’s question about key attributes for successful targeting, Shah said that “Even two businesses that are exactly the same actually have different user behavior that impacts [these things].” It could be about last point of use, or use with another user of the same service, or as granular as analysis of use.
- Robison agreed by giving the example of Kelly Blue Book and Autotrader being “very different” in the way they have set up their Adobe audiences and interactions with dealers and consumers.
- Speaking to McKenna on the complications of multi-device segments, Roza mentioned that the solution to the duplicates of identities is compounding. One of the challenges to compounding is that many of the top retailers are not “immune from data-siloing issues internally.” Those who have the data are often unwilling to share it with those who have the technology to qualify it.
- LoCascio spoke on companies who are innovatively measuring the online to offline pathway and gave the example of Home Depot. They make sure the online team is credited for traffic driven “from the web to the store.” They “connect all the dots” and are one of the few retailers to do this at scale.
Visit again tomorrow for our video on Mobile and Cross-device Advertising.