1. CRM Retargeting:
Reach your CRM Online
Dan Scudder
General Manager, LiveRamp
Booth #1812

2. Agenda
 Overview of LiveRamp
 Overview CRM Retargeting
 Benefits
 How it Works
 Case Study: DataLabUSA

3. About LiveRamp
At LiveRamp, we’re dedicated to Headquarters: New York
Satellite office: San Francisco
providing the easiest, most
A division of Rapleaf, Inc.
effective, and most privacy Member IAB and DAA
compliant way to send online ________________
advertising to the people in your
customer list (CRM). DAA
We call it CRM Retargeting.
For more information please
visit our website:
www.LiveRamp.com

4. What is CRM Retargeting?
 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

5. Benefits of CRM Retargeting
Deliver a specific message, right when it counts
Customer 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.

6. Benefits of CRM Retargeting
Outperforms other display advertising:
20% LOWER CPM 20% LOWER CPM
Reduces costs Retargeted ads cost about 20% less
on a CPM basis than regular display
ads
2X CTR 2x the CTR
Retargeted ads get double the
Boosts performance
clicks that regular display ads get
+1 other campaigns
CRM Retargeting also provides a way
ADDS LIFT
to email and direct mail to “+1” other direct campaigns,
adding lift to email and direct mail
response rates

7. CRM Retargeting Workflow
Step 2: LiveRamp Step 3: LiveRamp
Step 1: You
matches & sends those cookies
provide LiveRamp
anonymizes, to be to your DSP or ad
your CRM. online-accessible. networks
Solstice CRM

8. Data Workflow: The Result
Step 4: You serve
ads targeted directly
to your CRM
Solstice CRM

9. The LiveRamp Ecosystem
LiveRamp partners with leading media platforms and can
easily integrate within your existing media buying platform.
For more information about
our partnerships, please visit
our website:
www.LiveRamp.com/partners

10. Case Study:
DataLab USA

11. Who is DataLab?
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.
 Data Analytics
 Data Sourcing
 Data Processing
 Data Warehousing

12. 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

13. 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

14. DataLab’s Work Flow
Female
Boston
Likely Telco Buyer
Datalab’s 10 LiveRamp; matches LiveRamp places
million direct mail & anonymizes the audience on
names used in names as an online DataLab’s DSP &
campaign audience campaign runs

15. 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

16. Questions?
Dan Scudder Booth #1812
GM, LiveRamp
dan@liveramp.com
LiveRamp
915 Broadway, Suite 607
New York, NY Satellite office:
t twitter.com/LiveRamp LiveRamp
667 Mission Street
info@LiveRamp.com San Francisco, CA