Savvy marketers know that success is more than ad performance and sales – it’s creating lasting brand loyalty. But understanding customers at a deep enough level to deliver unique experiences and build brand trust can feel out of reach.
Connectivity makes personalized customer moments possible. It is the ecosystem of consumer experiences that marketers can connect to in order to create those customized moments.
LiveRamp’s Travis Clinger, Chief Connectivity and Ecosystem Officer, shares what marketers really need to know about connectivity for trustworthy, data-driven advertising across channels – and to score bigger customer wins.
“You can use the insights from a past campaign to inform your next campaign. And each time, you improve on your performance,” Clinger explains. “That’s the power of connectivity.”
Find out how you can leverage data connectivity for your brand in this episode of “Here’s the deal…”
Today, you hear words like connectivity and addressability.
But what do these words actually mean for marketers? I’m Travis Clinger, LiveRamp’s Chief Connectivity and Ecosystem Officer, and Here’s the deal…
Data collaboration is what marketers use to take all of their different sources of data, safely bring it together, combine it with other sources of data in a safe and secure way. And then, in turn, they can use that data. But what’s the point of this data? The goal is to personalize the consumer experience.
Ultimately, the CMO and the marketing team are driven with a task, sell more airline tickets, drive more sales of their widget, drive more credit card sign ups. And the way to do this is by personalizing the consumer experience. And connectivity is the ecosystem of consumer experiences that marketers can connect to. They can use their data to activate and personalize those experiences.
They can use those data to optimize campaigns in flight. And finally, they can use the data to measure. Can they actually drive the results that they want, and how well did it perform? So first activation.
Think about a credit card company. They have a bunch of gold card members, and they want to upsell those members into platinum card members. They can take all of their gold card members, and then they can reach them across all of the different places that those gold card members spend time. They’re spending time on connected TV.
They’re spending time on their favorite social app. They’re spending time reading the news on their favorite website. And now those gold card members see personalized ads saying you can earn more points by upgrading to the platinum card, but only if you do so in the next thirty to sixty days. This is a great experience for activation.
Next comes optimization. Have you ever had that ad that you see, you buy the product, and then you keep seeing the ad? It’s a bad experience for you the consumer, but it’s also wasted money for the marketer. Optimization prevents this.
Optimization says, hey. Let’s look at our gold card number. They’ve now upgraded to the platinum card. Remove them from that campaign.
So we’re saving the marketer money, and we’re creating a better consumer experience. And then finally, we go into measurement. So we take all of the gold card members that we showed the ads to, and we see how many actually converted to platinum cards. And then we’re able to calculate how much did we spend on this campaign, how much was each platinum card conversion worth, what was our return on ad spend, and then we can also do deeper analytics.
We can understand, did CTV perform better than digital display versus mobile app versus the social platforms? Where should we buy next time when we do this campaign again in the spring? And that creates a flywheel where now you are able to use the insights from a past campaign to inform your next campaign. So you do more activation.
You drive more optimization, and then you measure it again. And you keep doing this over and over. And each time, you improve on your performance. And that’s the power of connectivity.
