In today’s competitive digital landscape, your customers crave personalization.
To meet them everywhere they are, you need to unify your data, tap into second and third-party data to uncover new audiences and insights, and optimize your campaigns in real-time based on conversion activity.
In this episode of Here’s the Deal, Daniella Harkins, LiveRamp’s SVP of Product Go-to-Market, breaks down how you can deliver personalized experiences by activating your data and teaming up with the right partners. As Daniella emphasizes, “It’s the network effect that’s going to drive scale, performance, and be a game-changer for your marketing.”
You wanna tip the scale in your favor when it comes to data activation? I’ve got some ideas. I’m Daniela Harkins, SVP of Product Go-to-Market, at LiveRamp. And here’s the deal.
Consumers demand personalized experiences in the industry. We can sit around and talk about different channels, we can talk about different partners, different platforms, different identifiers, but the reality is the consumer doesn’t care about any of that.
What they really care about is that they get the most relevant and personalized experience wherever it is that they’re consuming content. In order to do that and deliver against that expectation or impersonalization, you need to do a couple of things.
First is you need to be able to unify your data and get your house in order.
The second is, you’re likely not going to always have enough data. So, you need to tap into second and third-party partners that are gonna help you unlock new audiences and insights. The third thing is, you gotta reach your consumers wherever they are.
And lastly, you need to be able to optimize campaign performance in flight, not based off of dated digital media metrics, but based off of conversion activity, whether that’s online or offline.
Let me give you an example. Let’s use a fast-food chain who’s trying to introduce a new breakfast menu item.
The first thing they’re gonna do is access their own data, their own data that they’ve captured from their app and from their loyalty program.
And they’re gonna unify that data and then leverage that and use that as an audience.
But they want to find new audiences. How do they do that?
They tap into third party data providers who will unlock new audiences for them to be able to target across the ecosystem.
But that’s not all. They’re also gonna look at different partners, let’s say, like a food service delivery company who might wanna partner with them to unlock some new consumer insights that they can now leverage across that food service delivery partner network, as well as more broadly.
And then the last thing you wanna do is be able to optimize that.
So as you get the insights that people are coming into your location and they’re buying your breakfast menu near your new menu item, you can then optimize the campaign, whether that’s showing them another offer or another menu item, or suppressing them from the campaign to make that campaign more efficient and more effective.
If you’re sitting there wondering how you can do this, you’ve gotta pick the right data collaboration platform. You gotta pick a partner that can connect data to a vast ecosystem of partners that you can immediately activate on and drive value with.
Look, it’s the network effect.
It’s the network effect that’s gonna drive scale, that’s gonna drive performance for you, and ultimately that’s gonna be a game changer for your marketing and marketing strategy.
