Digital marketers spend a lot of time talking about, collecting, and analyzing consumer data, but despite the massive amount and availability of this stockpiled data, there is often a disconnect between the insights collected and the ways they’re used. For example, most Internet marketers would be able tell you that 80 percent of online customers seek out the opinions of their peers before buying a product, but many marketers neglect or even lack a review or testimonial page, be it on their own site or on a social network such as Yelp.
To be fair, with the amount of social media channels that advertisers and publishers are forced to tend to, it can be a challenge to formulate a great strategy that utilizes customer data correctly to implement a successful cross-channel ad strategy. Fortunately, there are a few companies that are helping marketers bridge that gap, and LiveRamp is one of them.
LiveRamp was designed to help marketers connect their CRM data into their digital marketing applications in order to improve targeting and site personalization for offline attribution. In simpler terms, they help you take your customer data and use it to improve your various channels such as search and social media for individual users.
Recently, I had the opportunity to talk with LiveRamp’s Anneka Gupta at the Computer History Museum in Mountain View, California. In the interview we talked about why it’s important for marketers to connect the offline and online customer experiences, how marketers could take advantage of this technology with paid media buying, and what the emerging trends are for online marketers.
To find out more, watch the video interview below:
Here are some key takeaways from the video:
- Anneka describes LiveRamp as a company that helps marketers connect their CRM data into their online marketing applications. She says that often marketers are unable to successfully connect online insights with appropriate marketing, and that LiveRamp enables marketers to really take advantage of their data by using it in retargeting, site personalization, and more.
- In regards to paid media buying, Anneka explains that marketers have been spending quite a lot of money on retargeting efforts, but in many cases, they’re getting it all wrong. She says that by doing CRM retargeting, marketers can better target specific segments of their data or list. For example, she says if you wanted to target your customers who made a purchase last fall, CRM retargeting allows you to focus your efforts on only that segment of your list.
- Later in the interview, Anneka expands upon the innovation in this section of the industry, explaining that marketers are getting smarter when it comes to the data that they’re choosing to use and also how they’re using that data. She says today, marketers are so inundated with data that it can often be hard to know what data will better serve their campaigns. But, with the implementation of new technology, that trend is starting to change.
