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#RampUp17: IdentityLink: The How, The Why and What We've Found

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Veröffentlicht am

Speaker:
Randy Wootton, CEO, Rocket Fuel

Veröffentlicht in: Marketing
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#RampUp17: IdentityLink: The How, The Why and What We've Found

  1. 1. ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016 IDENTITYLINK: THE HOW, THE WHY, AND WHAT WE'VE FOUND  RANDY WOOTTOON – CEO, ROCKET FUEL
  2. 2. ARE YOU TRULY ANTICIPATING YOUR CONSUMER’S NEEDS
  3. 3. EVOLVING CONSUMER EXPECTATIONS CONSUMPTION RISE OF DIGITAL AUTOMATION ANTICIPATION PREDICTION AND DIGITAL MARKETING EVOLUTION PERSONALIZATION
  4. 4. MARKETING PROBLEMS Multi-channel consumer usage thwarts traditional targeting Audience segmentation is no longer enough The marketing funnel is overly simplistic and inaccurate Leased data doesn’t differentiate your brand or agency Data alone doesn’t solve anything PREDICTIVE SOLUTIONS Real-time models, not basic demographic segments. Optimize for the full, nonlinear customer journey. Data self-sufficient, rather than relying on 3rd party DMPs. Decisions based on intelligence, rather than instinct. Identify people, not devices.
  5. 5. PEOPLE BASED MARKETING NOT JUST A BUZZ WORD 90% of marketers indicate building an omnichannel view of the consumer is critical to marketing effectiveness. Less than 1/5 are currently able to build this view of the consumer across digital and offline marketing channels. - LiveRamp State of People Based Marketing
  6. 6. ONE-TO-ONE MARKETING. One-to-few or one-to-one communications with individualized message and medium for each highly targeted market or individual customer. PEOPLE BASED MARKETING the ability to recognize a customer or prospect, on all their digital devices, and on any marketing platform PREDICTIVE MARKETING: Use Artificial Intelligence to break through the segment layer & deliver personalized, always-on, relevant experiences to the consumer. THE PROMISE, THE CONSTRAINTS & THE DIFFERENCE
  7. 7. PEOPLE, NOT DEVICES DEVICE-BASED MARKETING Market to devices; no concept of a person CROSS-DEVICE TARGETING Probabilistic: You know devices are likely the same person, but don’t know who they are IDENTITY LINK Deterministic: You know devices belong to the same person, and you know who they are PII PII PII PII PII 5464 1234 2452 4562 5426
  8. 8. PEOPLE BASED MARKETING AT SCALE OFFLINE FILE STRUCTURING RAPID DATA ONBOARDING (LR) DATA INGESTION & USER MAPPING REAL-TIME USER SCORING WITH INCREMENTAL DATA SIGNALS 1 2 3 4 Offline File High LTV Customers John A – 555, Main NY John B – 555, Main NY John C – 555, Main NY John D – 555, Main NY John E – 555, Main NY LR ID John A…. #2345389674 PII John B…. #7345389678 John C…. #8345389677 John D…. #9345389672 John E…. #1345389678 John F…. #5345389679 RF ID #2345389674 #1343589674 LR ID #7345389678 #735389678 #8345389677 #234538969 #9345389672 #2345389672 #1345389678 #9345389677 #5345389679 #7345389673 #1343589674 User Propensity Scores #735389678 #234538969 #2345389672 #9345389677 #7345389673 26% 57% -6 % 6% 13% -18 %
  9. 9. ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016 RAMP UP! 2017 THANK YOU

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