Sponsored by LiveRamp: Transform the customer experience through people-based marketing , Digiday...

Enabling people-based marketing with a unified customer view

IdentityLink

Prepared by Joe Glass

2

Today’s consumer is constantly connected

As the number of connected devices increases,

3

so does theamount of data generated

© 2016 LiveRamp. All rights reserved. 4

The Amount of Data Available Continues to Grow

Via

IDC

44ZETTABYTES

2020

30B Devices

88bn yearsof music files

686bn 64GB tablets

1.4bn years of HD video

180

ZETTABYTES

2025

80B Devices

8+ZETTABYTES

2016

11B Devices

250bn 32GB Smartphones


The Marketing Ecosystem Continues to ExpandS

ourc

e: C

hief

mar

tec.

com

2011

100

2012

350

2014

947

2015

1876

2016 ~3,500

© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.

Identity Resolution

6 6

E. Simon55 Post

San Francisco(650) 307-2131

Eli Simon10 Main StArkansas

Elias J Simon143A 55th

New York, NY

Eli Smith(650) 307-2131

Device ID4500d

AppDownload

Age: 21Male

Cookie ID 5699zk7fb42Site: aboutthedata.com

Cookie ID 9O582Lk3

ID G59x55Term: skinny jeans

[email protected]

Likes

[email protected]

[email protected]

ID: elijazzyjazz

Cookie ID: 89f73kpnSite visit

Category: record playersImpression viewCampaign: Fall 2016

[email protected]

Sentiment

Eli SimonJoe Glass

Eli Simon$75, Shoes

Sentiment

Sentiment

impression

Cookie ID

Cookie ID

Cookie ID

Cookie IDCookie ID

Cookie ID

impression

impression

impression

IDFA 5039dk

© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved. 7

IdentityLink: Xj5m9b

Identity Resolution


Identity Resolution

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[email protected] & 3rd

Party Data

Purchases

Call Center Site Activity

Exposures

ImpressionLogs

CRMProfile



Data Connectivity

9


DATA

CRM

SALES

PROMOTION

CONTACT SELLER

3rd PARTY

WEBSITE

MOBILE APP

DSPs

DMP

The New Marketing Stack

RECOGNITION

ANONYMIZATION

TRANSLATION

DISTRIBUTION

APPLICATIONSIDENTITY LINK

VIDEO WEBSITE TV DISPLAY SEARCH MOBILE DMP ATTRIBUTION


Use Our Links to Create a Unified View of Customer Activity

3rd Party DataData Provider ID Element 1 Element 2 Element 3

Yr20 81b0 410V cr5H M 18-24 Media: digital

902N 2vFi 3pQ8 xN9w F 25-30 Media: TV

30tY bN28 iUd1 2qVi F 40-50 Media: paper

3rd Party DataIdentityLink Element 1 Element 2 Element 3

Ka8g 8w5m s8lm 9j25 M 18-24 Media: digital

0H3h ad78 xyI3 2Bqu F 25-30 Media: TV

5Rft s62N xUyq 23B1 F 40-50 Media: paper

Exposed DevicesDSP Device ID Campaign ID Creative ID Time Stamp

J74ir2p0 Summer 1 Beach5 2015-2-30 T 10:45

82rG31b3 Summer 5 Hammock3 2015-3-14 T 6:17

LW29vq3t Back2School 2WeeksLeft 2015-3-17 T 14:39

Exposed DevicesIdentityLink Campaign ID Creative ID Time Stamp

Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45

0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17

5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39

Promotion HistoryCustomer ID Promotion 1 Offer Promotion 2 Offer

01485933 Email Try / Buy 1 DM 20% Off

71193082 0 0 DM Catalog

49250011 DM 20% Off 0 0

Promotion HistoryIdentityLink Promotion 1 Offer Promotion 2 Offer

Ka8g 8w5m s8lm 9j25 Email Try / Buy 1 DM 20% Off

0H3h ad78 xyI3 2Bqu 0 0 DM Catalog

5Rft s62N xUyq 23B1 DM 20% Off 0 0

CRM DataCustomer ID Attribute 1 Attribute 2 Attribute 3 Phone #

09134787 Customer Consumer 0 714-543-8974

56980011 Customer SMB Retailer 310-901-0082

98230163 Prospect SMB Auto Repair 214-569-4100

CRM DataIdentityLink Attribute 1 Attribute 2 Attribute 3 Phone #

Ka8g 8w5m s8lm 9j25 Customer Consumer 0 714-543-8974

0H3h ad78 xyI3 2Bqu Customer SMB Retailer 310-901-0082

5Rft s62N xUyq 23B1 Prospect SMB Auto Repair 214-569-4100

REMOVING IDENTIFIERS

MAKES LINKING PRIVACY-SAFE

Customer Link

Ka8g 8w5m s8lm 9j25

0H3h ad78 xyI3 2Bqu

5Rft s62N xUyq 23B1

USE OUR PRIVACY-SAFE LINKS TO JOIN YOUR

DATA

Exposed Data 3rd Party Data CRM Data Promotion HistoryIdentityLink Campaign ID Creative ID Time Stamp Element 1 Element 2 Element 3 Attribute 1 Attribute 2 Attribute 3 Promo 1 Offer Promo 2 Offer

Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45 M 18-24 Media: digital Customer Consumer 0 Email Try / Buy 1 DM 20% Off

0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17 F 25-30 Media: TV Customer SMB Retailer 0 0 DM Catalog

5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39 F 40-50 Media: paper Prospect SMB Auto Repair DM 20% Off 0 0

Consumers are addressable

Data is actionable Technology is connected


The Solution = People-based marketing

Unified Customer View


MOBILE

MOBILE

MEASUREMENT

DATA MANAGEMENT

VIDEO

DATAMANNAGEM

ENT

SEARCH

CRM &DATA

PROVIDERS

SITE OPTIMIZATION

MEDIA PLATFORMS

ADDRESSABLE TV

1:1 MARKETING &

The freedom to activate your data

anywhere for people based

marketing at scale

Sponsored by LiveRamp: Transform the customer experience through people-based marketing , Digiday...

Marketing

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