CRM Retargeting:Reach your CRM Online

Dan Scudder

General Manager, LiveRampBooth #1812

Agenda

Overview of LiveRamp Overview CRM Retargeting Benefits How it Works Case Study: DataLabUSA

Headquarters: New York

Satellite office: San

Francisco

A division of Rapleaf, Inc.

Member IAB and DAA ________________

For more information please visit our website:www.LiveRamp.com

At LiveRamp, we’re dedicated to providing the easiest, most effective, and most privacy compliant way to send online advertising to the people in your customer list (CRM).

We call it CRM Retargeting.

About LiveRamp

DAA

CRM Retargeting leverages your existing offline CRM profiles

Onboards that data into anonymous online audiences

Serve online display ads based on data in your CRM

What is CRM Retargeting?

Deliver a specific message, right when it countsCustomer leased their car two years ago. Manufacturer has her name + postal address in CRM database

With CRM Retargeting, customers are found and targeted just before they must renew their leases.

Benefits of CRM Retargeting

Outperforms other display advertising:

Retargeted ads cost about 20% less on a CPM basis than regular display ads

20% LOWER CPM

Retargeted ads get double the clicks that regular display ads get

2x the CTR

CRM Retargeting also provides a way to “+1” other direct campaigns, adding lift to email and direct mail response rates

+1 other campaigns

Reduces costs20% LOWER CPM

2X CTRBoosts performance

to email and direct mailADDS LIFT

Benefits of CRM Retargeting

CRM Retargeting Workflow

Step 1: You provide LiveRamp your CRM.

Solstice CRM

Step 2: LiveRamp matches & anonymizes, to be online-accessible.

Step 3: LiveRamp sends those cookies to your DSP or ad networks

Data Workflow: The Result

Solstice CRM

Step 4: You serve ads targeted directly to your CRM

The LiveRamp Ecosystem

For more information about our partnerships, please visit our website:

www.LiveRamp.com/partners

LiveRamp partners with leading media platforms and can easily integrate within your existing media buying platform.

Case Study:DataLab USA

Who is DataLab?

Data Analytics

Data Sourcing

Data Processing

Data Warehousing

DataLab USA, LLC is a five-time award winning, data analysis and database marketing services provider. They provide Fortune 500 companies in the financial, retail, education, insurance, and non-profit database strategy marketing.

DataLab’s Data Sourcing

Use 3,000+ demographic attributes from 5 of the largest demographic compilers to build models

Score model on over 300,000,000 individuals Actual ranking vs. random selects out of a model tile = deep ROI

Provided LiveRamp with a “targeted” file of customers CRM for LiveRamp to find online

- On average, 50%+ match rate

DataLab’s Telecom Client

RTB Display Campaign targeted to universe of 10MM prospects based on offline demographics, vs. traditional online “audiences”

Traditional online “audiences” would not pick up on key offline elements

LiveRamp on-boarding enables RTB based on offline info including distance from telco hubs and real estate public records

Profile of customers demographics is used to tailor creative On-boarded custom offline response and conversion scores for

client

DataLab’s Work Flow

FemaleBostonLikely Telco Buyer

FemaleBostonLikely Telco Buyer

Datalab’s 10 million direct mail names used in campaign

LiveRamp; matches & anonymizes the names as an online audience

LiveRamp places audience on DataLab’s DSP & campaign runs

Client Results

CTR varied by modeled offline segment Top targeted segments get over 0.2798% CTR- Random segments 0.000% to 0.0343% CTR

Retargeting to the clickthrough population via 1st party cookies

Direct Mail Attribution Analysis- 50% of the direct mail campaign was on-boarded- Enables attribution of RTB Display to mail performance- DM cost + RTB Display cost for similar universe shows lift

of RTB Display for conversion

Questions?

Satellite office:LiveRamp

667 Mission StreetSan Francisco, CA

LiveRamp 915 Broadway, Suite 607New York, NY

t twitter.com/LiveRamp

info@LiveRamp.com

Dan ScudderGM, LiveRampdan@liveramp.com

Booth #1812