Sponsored by LiveRamp: Transform the customer experience through people-based marketing , Digiday Brand Summit, December 2016

Editor's Notes

1. The amount of data available today is already massive and by 2025 it will grow exponentially Today there are over 11 billion connected devices, producing 8 Zettabytes of data per year By 2025 80 billion devices are expected to produce 180 zettabytes of data. The astounding growth comes from both the number of devices generating data as well as the number of sensors in each device. The exploding volume and frequency of data produces a massive opportunity for marketers to understand their current and potential consumers in a hyper-focused way
2. The number of channels and applications represented on the Chiefmartec Marketing Technology Landscape diagram has grown from 100 in 2011 to ~3,500 in 2016
3. `So what does that mean? It means we combine everything you know about your customers like profile data from your CRM database, POS transaction data, call center data Then you can add 2nd and 3rd Party data to augment what you know And then you can bring in event data like site activity, exposure data, and impression logs so you have a full understanding of your customer And the LiveRamp IdentityLink that represents Eli will remain the same over time, so as he, changes his email address, buys new devices and starts using new browsers you can still tie all of this data back to Eli in a privacy-safe way LiveRamp makes it easy to resolve identity for any 1st or 3rd party data whether it’s PII based, cookie based or mobile id based, you can send your data to LiveRamp and use our Identity Graph to resolve the identity of your data back to anonymous individuals or households and then find the the identifiers associated with those individuals across the marketing ecosystem.
4. Recognizing and resolving identities is the first step, then you need a way to translate those identities to a universal key so you can connect data from any source to any destination. The LiveRamp IdentityLink ID becomes the key that enables you to connect identities across platforms and devices The more you connect across the ecosystem, the more valuable your identities become. And if you can connect channels across the customer journey, you will win. Over 90% of marketers struggle seamlessly connect more than 3 channels on the buyer journey – Gartner so don’t you want to be in the 10% that are connecting more than 3 channels?
5. Data The hard work begins with the data.  Without a strong data foundation, we have no way to be relevant at scale. There is so much valuable data out there.  We see our clients and partners getting smarter about data collection, data hygiene, and data integration.   Brands are learning how to unlock the value of their first-party data, and data providers are bringing more high quality third-party data products to market. Applications Data realizes its potential through the rich ecosystem of marketing applications that can execute campaigns and measure results.   Every year, the scale of innovation here is breathtaking. We are seeing quantum leaps in speed and scale of execution, smarter decisioning engines, better automation, and increased transparency and control. And every year, hundreds of new companies enter the market, opening up new channels and new ways to improve efficiency. Connectivity Layer / New Marketing Stack But a great data foundation and suite of apps aren’t sufficient alone. The new marketing stack includes a connectivity layer as well. Connectivity makes everything you have work together better: It provides recognition, so data related to the same person can be connected It provides anonymization, to protect consumer privacy It provides data translation, so systems with different identifiers can communicate And it provides distribution, so data can move seamlessly between systems
6. We have a lot of destinations, so you have the freedom to work with whichever platform you chose and the reach to scale your people-based marketing efforts We have a huge network of partners and we’re always adding more so you don’t have to worry that the latest tech partner isn’t part of our ecosystem We’re exploring new connections into traditional channels, such as email service providers and direct mail houses, we’re expanding our coverage in connected TV, digital music services, and the Internet of Things, and we’re expanding our Data partner integrations to provide unique and differentiated data products