ROCKET FUEL | PROPRIETARY & CONFIDENTIAL.

COPYRIGHT © 2016

IDENTITYLINK:THE HOW, THE WHY, AND WHAT WE'VE FOUND 

RANDY WOOTTOON – CEO, ROCKET FUEL

ARE YOU TRULY ANTICIPATING YOURCONSUMER’S NEEDS

EVOLVING CONSUMER EXPECTATIONSCONSUMPTION

RISE OF DIGITAL AUTOMATION

ANTICIPATION

PREDICTION

AND DIGITAL MARKETING EVOLUTION

PERSONALIZATION

MARKETING PROBLEMSMulti-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.

PEOPLE BASED MARKETINGNOT JUST A BUZZ WORD

90% of marketers indicate building an omnichannel view of the

consumer is critical to marketing effectiveness.

Less than 1/5are currently able to build this view of the

consumer across digital and offline marketing channels.

- LiveRamp State of People Based Marketing

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

PEOPLE, NOT DEVICESDEVICE-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

PIIPII

PII

PII

PII

54641234

2452

4562

5426

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%

ROCKET FUEL | PROPRIETARY & CONFIDENTIAL.

COPYRIGHT © 2016

RAMP UP! 2017

THANK YOU