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Connecting Brands to People
How Can Email Data Overcome the Cross-Device Challenge?
2LiveIntent | Connecting Brands to People
Anthony White – Director, Platform Development, LiveIntent
3LiveIntent | Connecting Brands to People
LiveIntent | Connecting Brands to People
Customer Amnesia
4
“Do I even know you?”
“It’s huge. People don’t realize how poor the cookie is in a mobile
world.”
5LiveIntent | Connecting Brands to People
Paul Mead, Chairman – VCCP Media
LiveIntent | Connecting Brands to People 6
“Good luck with that!”
LiveIntent | Connecting Brands to People 7
Direct Customer
Apps
Web Display
Gaming
Social
Mobile WebOn Demand
Media
People-based marketing has created a new
industry dialogue
LiveIntent | Connecting Brands to People 8
“People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Rather than targeting ads to
devices based on cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing?
LiveIntent | Connecting Brands to People 9
LiveIntent | Connecting Brands to People 10
YOUR DATA
LiveIntent | Connecting Brands to People 11
INSIGHT
Other players…
LiveIntent | Connecting Brands to People 12
The future of people-based marketing is:
LiveIntent | Connecting Brands to People 13
Open Collaborative Ubiquitous Self-Service
LiveIntent | Connecting Brands to People 14
Danielle Lee, Global VP, Partner Solutions, Spotify
What is People-Based Marketing (again)?
“People-based marketing represents an industry shift from targeting devices to connecting with the
right people at the right time, with the right message. Rather than targeting ads to devices based on
cookies, which is fraught with inadequacies, marketers can now reach people across the many devices they use, thanks to persistent identity.”
LiveIntent | Connecting Brands to People 15
Before ID Graphs
LiveIntent | Connecting Brands to People 16
ID Graphs
LiveIntent | Connecting Brands to People 17
The secret weapon?The email addressis at the core of every audience profile.
@
LiveIntent | Connecting Brands to People 18
People-based market foundations at scale
LiveIntent | Connecting Brands to People 19
3BMonthly Active Users
Globally
2.6BMonthly Active Users
Globally
1.85BMonthly Active Users
Globally
The secret weapon?The email addressis at the core of every audience profile.
LiveIntent | Connecting Brands to People 20
#
ID Graphs
LiveIntent | Connecting Brands to People 21
ID Graphs + Email
LiveIntent | Connecting Brands to People 22
ID Graphs + Email
LiveIntent | Connecting Brands to People 23
=
=
=
=
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The Identity Graph
Apps Social
Web Display
On Demand Media
Gaming
Mobile Web
140MM
300MM
LiveIntent | Connecting Brands to People
Premium & Differentiated Content Experiences
24
LiveIntent | Connecting Brands to People 25
LiveIntent | Connecting Brands to People 26
The moral of the story
• Email data is the vital piece of data to enable cross-device marketing
• Invest in your email and CRM teams• Break down any silos between your CRM
and media teams…• …more on this to come
Thank You
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