In this recipe you'll learn how to seamlessly integrate customer data and activate audiences across a connected digital advertising ecosystem using LiveRamp and Twilio Segment. The customer will need a Segment Account with a Twilio Engage Space, a LiveRamp account, and SFTP or S3 Cloud Storage.
Objective
Leverage the integration between LiveRamp and Twilio Segment to create a unified customer engagement strategy, enabling cross-channel activation, enhanced personalization, and improved marketing performance.
Challenge
In today's fast-paced digital landscape, businesses are grappling with fragmented customer data across various channels. This fragmentation leads to a rising Cost-Per-Acquisition (CPA) and challenges in achieving cohesive cross-channel activation. This was the case for a Leading Retail Company looking to leverage Twilio Segment for their first-party identity resolution and segmentation, and LiveRamp for their paid activation strategy across multiple destinations. Prior to using Segment with LiveRamp, the retailer struggled with
Maintaining consistent messaging and delivering personalized customer experiences across multiple channels due to fragmented customer data spread across various systems,
Achieving higher match rates without relying on third-party cookies and disparate identifiers.
Solution
By leveraging Segment’s identity resolution capability, the leading retailer was able to unify fragmented data across multiple systems and create targeted audiences for personalization.
The retailer used Segment’s integration with LiveRamp to send targeted audiences to their LiveRamp account, enhancing reach through LiveRamp’s Identity Graph, which connects de-identified offline and online data followed by audience activation across DSPs, DMPs, and paid media channels. This ensured consistent messaging across channels leading to significant improvements in insights, scale, and reach.
Powered by the first-party data collected and unified by Segment, companies that send Segment audiences to LiveRamp often see up to 79% Match Rate Across Publishers and a 30% Reduction in Cost-Per-Acquisition (CPA) through LiveRamp’s RampID, significantly enhancing data connectivity, targeting, and measurement for marketers.
For a more detailed step by step process you can view Segment’s LiveRamp Audiences Destination
Example Use Case
A Leading Retail Company wants to improve its cross-channel marketing efforts by creating highly targeted campaigns. The company’s goal is to increase customer engagement and drive conversions by delivering personalized messages across various platforms such as Meta, The Trade Desk, and Xandr, among others. To achieve this, they leveraged Twilio Segment for first-party identity resolution as well as segmentation and LiveRamp for increased privacy through LiveRamp’s pseudonymized identifier, RampID. This approach aimed to improve match rates and enable activation across multiple downstream destinations and partners. Currently, LiveRamp supports activation through over 500 advertising destinations, allowing customers to reach their desired audiences more effectively.
Setting up your audience integration
To effectively manage and merge user profiles in Segment, configure your Identity Resolution Settings to specify how identifiers like userId, anonymousId, and email are used. When a new event is received, Segment will either create a new profile, add data to an existing profile, or merge profiles based on matching identifiers and your predefined rules. Choose between an Out-of-the-Box configuration or set up Custom Rules to add default or custom identifiers, block specific values to prevent inaccurate merges, and set limits and priorities for each identifier type.