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
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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
© 2016 LiveRamp. All rights reserved. 5
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
Likes
ID: elijazzyjazz
Cookie ID: 89f73kpnSite visit
Category: record playersImpression viewCampaign: Fall 2016
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
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IdentityLink: Xj5m9b
Identity Resolution
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Identity Resolution
8
[email protected] & 3rd
Party Data
Purchases
Call Center Site Activity
Exposures
ImpressionLogs
CRMProfile
IdentityLink: Xj5m9b
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
Data Connectivity
9
IdentityLink: Xj5m9b
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
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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
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The Solution = People-based marketing
Unified Customer View
© 2016 LiveRamp. All rights reserved.© 2016 LiveRamp. All rights reserved.
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