Transcript

Personalization is considered more and more table stakes for customers. The customer is really at the center of everything we do at United Airlines, from the loyalty partnerships we consider, the travel experience, and then our advertising experience, and really making sure that that is personalized and adding value throughout their journey.

At Dick’s Sporting Goods, we have forty five million athletes, six hundred attributes on which we can segment those athletes. We have about two billion touch points with them. There is so much that can be driven for performance, for insights, for better targeting and personalization that is only now being unlocked through our partnership with LiveRamp.

When we start to pull all of that KitchenAid data together and have it talk to each other and start to see, like, a three hundred and sixty degree version of the consumer, there’s a lot that you can do with that that informs what is the right content and creative to serve them at what moment, on what channel, with what message.

LiveRamp has been helping us ensure that we’re reaching the right customer at the right time in the right mindset and being able to do that safely in a privacy first way.

There are partnerships through data collaboration that we can start to explore with companies who also have information about those same individuals that help us tell a fuller story and help to create more effective advertising or personalized experiences for those athletes.

We see data collaboration not only as a way to help us market better to the consumer, create better consumer experiences through marketing, but across our entire business. It allows us to kind of show up in better ways for the consumer, and make that experience more personal for them. LiveRamp is really helping us make that happen.