“Digital transformation” remains the top buzzword on marketers’ minds. Brands are focusing on customer data strategies and technologies that deliver real-time, relevant messaging to customers.
Marketers want a cross-channel understanding of a customer’s path to purchase, as they continue to ruminate over whether they have the right tech to match dollar spent with dollar earned.
They haven’t been able to easily tie offline transactional data with advertising spend — until now.
We’re excited to announce BlueConic’s new partnership with LiveRamp, the market-leading identity resolution software. This team-up with LiveRamp enables retailers and brand manufacturers to attribute their ad spend to offline transactions in a consent-focused, privacy-conscious manner.
Together, our two technologies balance the needs in the market for both data privacy on the consumer end and optimal ad spend (and reduced ad spend waste) on the business side.
What LiveRamp’s identity resolution platform offers
The vision for our LiveRamp collaboration grew from extensive conversations with the innovative team at LiveRamp about how many of their brick-and-mortar retail customers struggle to tie offline conversions to user ad exposure in a timely, accurate, privacy-safe manner.
Brand marketers struggle to transform transactions into customer-level attributes that can then be used to optimize ad targeting and enhance their closed-loop measurement.
There are broad applications for this kind of attribution. But marketers who use BlueConic and sell offline, directly to consumers, will find this LiveRamp partnership solves an immediate pain point.
How the LiveRamp connection with BlueConic’s CDP works
The BlueConic and LiveRamp connection allows marketers to match BlueConic segments, which are assembled from individual-level first-party data, transactional data, and behavioral data, directly to LiveRamp Identity Links.
In other words, they sync with universal, anonymous identifiers tied to devices in the LiveRamp identity graph.
This data then gets consolidated in a neutral consumer data warehouse for attribution measurement:
BlueConic and LiveRamp are in a unique position to build out this solution because:
- BlueConic’s integration with LiveRamp’s identity resolution platform is server-to-server not just a cookie pass-over, allowing more data to be exchanged between the two platforms.
- BlueConic’s architecture is built on a profile database, as opposed to the rigidly structured relational databases of other CDPs. This combination of structured and unstructured data enhances the ability to build user segments within the platform by directly associating transaction data to individual-level customer attributes.
In short, marketers’ ability to bridge the gap between identifiable customer records and anonymous advertising touch points becomes far easier, thanks to this LiveRamp connection.
What the LiveRamp integration means for marketers
At the end of the day, this partnership provides the requisite identity solution BlueConic customers need to capably tie their ad efforts to specific conversion metrics.
A retailer leveraging this new partnership, for example, can attribute ad spend to an in-store purchase. Marketers will know if customers made a purchase after exposure to a specific ad and can then use that data to optimize ad spend, calculate ROI on specific ad campaigns, and improve their customer lifecycle orchestration.
Through this partnership, marketers who use BlueConic will be able to intuitively push a data flow process that includes PII storage, onboarding, ad exposure, and measurement.
In turn, this will allow them to augment an important area of their brand marketing efforts and more efficiently attribute their work — something practically every marketing pro desires today.