Do you know where all the data in your organization lives and how it works together? Marketers often only see one slice of the data pie, but truly understanding your customers requires data from campaigns, sales, customer support, and more working together for connected insights.
LiveRamp’s Chief Product Officer Kimberly Bloomston explains how an enterprise identity connects data points about each customer into a complete picture that shows how an individual engages with your brand – which is essential for personalized advertising.
‘An enterprise identity strategy is going to help power your marketing campaigns in a much more accurate, high-fidelity way,” she said. “You can have personalized campaigns and know you’re reaching the right customer at the right time.”
Learn what it takes to create an enterprise identity that powers better advertising for every customer in this episode of “Here’s the deal…”
I’m Kimberly Blumston, Chief Product Officer at LiveRamp. You wanna get the most out of your enterprise data? Here’s the deal.
Having an enterprise identity strategy is gonna help power your marketing campaigns in a much more accurate, high fidelity way so that you can have personalized campaigns and know you’re reaching the right customer at the right time. The first step is obvious. You gotta really inventory where all the data is within your enterprise. What is the data that you own that you need to make sense of? Once you get a good sense of where that data sits across the business, you need to start to create rules and make sense of that–build what we call an identity graph. And that’s your own graph. That is how you, as a business, define me, Kimberly Bloomston.
And you might have some pieces of data about me, such as my visits on your web, and you may have some pieces of data about me around transactions that I’ve made. But you now need to resolve those under a single ID so that when you advertise to me, you know that it is me that you’ve reached, and you can optimize how you work with me. So making sense of that data is incredibly important. How you build out those rules next needs to ensure that you have the highest quality data possible.
So you’re looking at the data pieces that you have, and you’re checking them against known information.
So, for example, if you have my address in your system, you’re validating that against, for instance, whether or not I’ve moved and registered that with the United States Postal Service. So the quality of that data is incredibly important. The completion of that data is also equally important. So, we’re talking about your enterprise data and what you know of an individual, but how do you complete the picture when you only have some pieces of that information?
Because if you’re running a model where the only way to reach an individual, for example, is going to be through a CID or a customer ID, the only way to do that is to ensure that you have that complete record and you have potentially the email address resolved to that person record. And so, completing that information is incredibly important. So you’ve got quality, you have completeness, and the next thing that you need is accuracy and being able to ensure that you have that identifier across many different channels. And all of these things need to be important to building out your enterprise identity strategy so that, when you get started with your marketing campaigns, you’re able to ensure that you meet me in the right channels, at the right spot, with the right campaigns, and you can continuously optimize that based off of how I respond, and you know for sure it was Kimberly that you reached.
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