targeting 101: crm retargeting

Supercharge your programmatic ad campaigns with o�ine customer data

Targeting 101: CRM Retargeting

Targeting 101: CRM Retargeting 1

Programmatic advertising is powerful stu�.Brands have long been using programmatic site retargeting to turn digital window shoppers into fully converted money-spenders.

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It’s a smart way of using your online data – what you know about the products and services people are searching for and the web pages they visit – to create customer-pleasing, revenue-generating experiences.

(Which is kind of the definition of a win-win situation, in our book.)


Site retargeting is a trusted, tried-and-tested marketing tactic.After all, if someone browses your range of men’s bomber jackets online but doesn’t complete a purchase, it makes sense to tempt them back with a banner ad promoting your bomber jacket sale.

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This kind of retargeting can be extremely e�ective...


but it isn’t perfect.


It relies on recent web activity, which means you can’t target lapsed customers or people who bought something in-store but haven’t visited your website in a while.

They’re potentially very valuable customers – they’ve just fallen o� your radar.

ON OFF


When you try to create personalized messages using traditional retargeting, you’re limited to online behavioral data...

and that’s only a fraction of the story.

Enter CRM retargeting.


CRM retargeting (a.k.a. o�ine retargeting) is about providing more relevant digital advertising to your customers using the data in your first-party platforms (like CRM or POS systems).It’s about swapping fragmented, siloed data for a truly cross-channel, connected view of the customer’s identity, behavior, and preferences.


This people-based view unlocks new programmatic possibilities.You can: Spot cross-sell and upsell opportunitiesMake intelligent recommendations based on a complete picture of consumer preferences and behaviors – o�ine and online.

Define smarter audience segmentsCombine information you collect in-store and at events with online behavioral data, to add an extra dimension to your segmentation.

Run better cross-channel campaignsEnsure that the content a customer viewed on their tablet is waiting for them when they move to their laptop.

Suppress ads and o�ers from current customersDon’t show your loyal customer that 50% discount you’re o�ering to first-time purchasers.


Identity Resolution

makes this possible


And all the data is anonymized, so you reach the real people behind your customer identifiers without ever compromising on privacy.


You just upload your segmented CRM data.

We resolve your o�ine identifiers to online ones.

Then onboard the target list to your chosen tech platform partner.

Targeting 101: CRM Retargeting

Resolving your online and o�ine data – the yin and the yang of your customer insights – gives you the linkages you need for an omnichannel customer profile.Which means – and this is the really important part – that your customers enjoy a better experience when you serve them relevant, timely ads.

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So stop working with incomplete


See how CRM retargeting could supercharge your programmatic ad campaigns.

More here

Got an o�ine customer database? Then you can start now.

Find out more about Identity Resolution for people-based marketing.

LiveRamp.com

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targeting 101: crm retargeting

Marketing