Post by Dave Helmreich, COO of LiveIntent
We’ve heard about the highly-effective solution of CRM Retargeting. After all, it’s a way to reach the people you care about, using your owned customer data (like hashed emails and phone numbers) to match customer segments with targeted campaigns. But how do you really know that your data sets are set up properly? What makes up a successful strategy? And how can you prevent cold sweats in the middle of the night because your list hasn’t been segmented properly?
We’re happy to help with the first two parts (and for the last, stay tuned for our follow-up series: CRM Targeting, Lumascape, And-Other-Items-That-Elicit-Nightmares-In-Mar-Tech.). For now, we’re featuring an interview between our partner LiveRamp and our COO Dave Helmreich to talk through all-things-CRM, like how we define CRM retargeting, the biggest pitfalls, and the tough questions you should ask to finalize your data set.
For more on getting started — and best tips on building strategic marketing campaigns — check out the full blog post below! (Note: This post originally appeared on LiveRamp’s blog)
It’s every marketer’s dream to provide the best interactions with their brand, so it’s no wonder that retargeting is one of the most important tools in the tool belt.
In our previous retargeting blog post, we discussed the difference between standard retargeting and CRM retargeting in detail.
To summarize that post, reaching customers or prospects from your CRM provides the opportunity to engage on a deeper, more relevant level, giving you better outcomes.
Once you’ve convinced your CRM team to test out the strategy, how can you get started?
What Data Do I Use?
First, what is “CRM data?”
According to Dave Helmreich, COO of LiveIntent, CRM data has “traditionally been what marketers and advertisers hold as first-party data. This includes things such as email addresses, phone numbers (which are hashed or anonymized for third-party use), marketing activity, and more.”
Once you secure access to the records you want to use, you have to make sure they’re accurate in order for them to be useful.
“Some retailers have their data in-house, some use a third-party marketing services provider, and some don’t even know what they can access. It requires a deep relationship” between the marketer and the data providers “to understand accessibility and where to activate it,” says Dave.
Aruna Paramasivam, Head of Audience Partnerships at MediaMath, tells us, “not having a high quality CRM file can be a big pitfall. We recommend that customers pre-scrub their CRM files to ensure that the offline data is as accurate as possible.”
After all, you wouldn’t want to incorporate all these helpful audience insights based on bad data.
Cleanse your data sets for duplicates, completeness, and ensure you understand the structure of your data for the best results.
What’s the Goal?
Both of our experts suggested that once you know what your data is, you need to also know what you want to accomplish.
“Have clear objectives on your campaign goals and how you want to engage with your customers online and then look into the data you have collected and see how to utilize that to meet campaign goals” says Aruna.
Dave takes it even further and suggests that you really ask yourself some tough questions:
“What do you want to accomplish?”
“Do you want to reach people who usually open email?”
“Those who are hyper-engaged?”
“Are you interested in a particular audience segment?”
“Or, are you trying to reach lapsed customers, those with a certain checkout basket size, etc?”
Determining the answers to these key questions will finalize the data sets you use and also inform your creative strategy and budgets.
Cross-Channel Action & Results
At this point, you are ready to figure out the best combination of channels that will accomplish your goals.
As Dave points out, many marketers want to “reach both active and inactive customers where they are paying attention.”
So incorporating CRM retargeting into your mobile strategy will allow you to better synchronize your messaging and avoid brand fatigue.
In one example, a LiveIntent customer, the UK Association of Online Publishers, hosts an event every year with their mobile-friendly audience. They needed a marketing solution that was consistent to the person, irrespective of device.
By using CRM retargeting, the UK Trade Association was able to drive CTR 2x higher than the web display average, and 66% of the impressions were on mobile, which was the organization’s aim.
It allowed them to do this by leveraging the UK Association of Online Publishers’ CRM data to connect with their 2015 AOP Awards Event attendees outside of their own email marketing communications.
Expanding your reach and building smarter audiences are just a few benefits that CRM retargeting enables, but by using the right best practices, you’ll be able to build a more effective and strategic marketing campaign.