Anthony White, Live Intent: How people-based marketing is changing the way brands use their CRM data...

November 2nd, 2016Anthony White

How People-Based Marketing Is Changing the Way Brands Use CRM Data

Ant WhiteDirector, Platform Development

LiveIntent is the people-based advertising and marketing platform for email.

OVER 1300 BRANDS AND PUBLISHERS WORLDWIDE

What is People-Based Marketing?

What is People-Based Marketing?

What is People-Based Marketing?

What is People-Based Marketing?

What is People-Based Marketing?

Cookie-Based Marketing

Device-Based Marketing

Bot-Based Marketing

Frequency Issues + Irrelevance = Ad Blocking

@

2.6B

Email Addresses Worldwide Source: Radicati Group

2. A Customer Logs In

HOW IT WORKS:1. Upload Segments and Creatives 3. They See the Creative

@ @@ @@

CRM RetargetingUse Cases

Basket Abandon

DriveSite

Traffic

Sales

Upsell New product

Reminders

Offers

No Wasted Impressions or Budget

Frequency Control Across Devices

Better Performance and

Measurement

The Ask

Discuss how creative and media teams can use identity to create

in impact in our channel.Case Studies

COMMON BLOCKERS

• Separation between media and CRM functions

• Lack of a clear data collection strategy

• Data silos / ownership

• Clear strategy

KEY TAKEAWAYS

• People-based marketing is here to stay

• It is based on something you already have

• It helps resolve many of the key issues facing the industry today

• You can start doing it today

Thank You

Possible questions

• What's the difference between the different people-based platforms? Each of these is for a different channel. Another key difference is that some are walled gardens and others aren’t. With walled gardens you don’t tend to get a lot of data back whereas for non-walled gardens the data will always be yours

• I use a DMP. Can I take advantage of people-based marketing? Can I target the segments I have built with them? Yes, most people-based platforms are in some way integrated to match cookies to logged in ID but you are going to see a degradation in match rates

• What's next in people-based marketing? Layering in more data, making ads more precise, making more of the web people-based, how do we sync more cookies to deterministic data to grow scale. ID graphs

• Tips for getting started? Collect more email - use your existing file as a suppression file? Test. Go big with your file, hyper targeted campaigns are difficult to scale

• What effect do you think the GDPR will have on people-based marketing. Entirely positive. It will help ensure that marketing is consensual and also that customer data is treated with the respect it deserves. Lack of respect for the consumer, ever more intrusive ad formats and so on has wasted vast sums of ad budgets and has at least been partially responsible for the rise of ad blockers. Anything which helps improve the user experience and the value marketers get should be welcomed

• Do I need to change my privacy policy to do people based marketing? • But some people have up to 10 email addresses. How do you target them?• But don’t people share email addresses too? Kids using their parents spotify or youtube accounts• Isn’t retargeting just a bit spooky? Depends on your messaging don’t be spooky. • Why aren’t more people doing it? A very good question. It’s still fairly new and CRM and media are generally 2 separate functions.

Not many agencies are set up to deal with customer data and nor are DSPs either really. But that is changing I think it is only a matter of time before People-based marketing is the expected norm rather than the exception