These are the high-level requirements.
NOTE: This is an advanced feature, please contact your Client Success Manager to upgrade.
CUSTOMER REQUIREMENTS
LiveRamp SFTP Information
Create Custom Media Integration via Bluecore’s campaigns workflow.
BLUECORE PROVIDES
Ability to export email address to LiveRamp SFTP to enable customer match to get activation reach
INTEGRATION SETUP
Provide Bluecore with the LiveRamp SFTP information.
Set up an audience export via Bluecore’s campaign’s UI. Ensure that the audience export contains only email addresses.
CREATE A CUSTOM INTEGRATION
1. Navigate in Bluecore to the Data > Integrations page.
2. Click New Integration.
3. Click Custom Integration to configure your data export.
4. On the General subtab, enter the following:
Settings > Vendor Name: Name of the vendor the data is being exported to: LiveRamp.
Definitions: Select the customer and predictive fields you want to make available for export.
5. Navigate to the Campaign subtab in the left column.
6. Complete the the Destination Settings by adding the SFTP information.
7. Complete the File Settings section to ensure that the information is sent and received in the expected format.
8. Click Connect to validate the connection.
9. Click Save to save the configuration information for the data export.
CREATE THE CAMPAIGN
Navigate to the flag icon on the left-hand side of the navigation bar.
Go to Advertise.
Then Campaigns.
Click Create New Campaign.
Select the Custom Media Integration channel.
6. Click Next.
7. Enter a Campaign Name.
8. Select an Audience.
9. Configure a cadence for the campaign to sync.
10. Select a Data Export.
11. Click Save and Continue.
12. Configure the Data Export details:
Ensure that the audience export contains only email addresses.
PROOF
Test the export, validate that an audience file is posted to the expected FTP location.
PUBLISH
Click Save and Publish to run the audience export.
USE CASES
The following use cases are not comprehensive of all the campaigns Bluecore can power on LiveRamp. They’re mostly focused around Bluecore’s Predictive Audience capabilities, but you can experiment with the Customer Behavior filter as well. These use cases are meant to highlight some of the more interesting options and also to point out some best practices, so you can get the most out of Bluecore Audiences on LiveRamp.
CATEGORY PREFERENCE
Most good LiveRamp campaigns are built around Category Preference. It’s great for campaigns targeting a specific product, brand, category, or breadcrumb. For example: a new product launch, a promotion on a specific brand, or an event around a category. It’s a much better option than using past purchasers or past viewers to decide how to target.
SUGGESTED STRATEGIES
The creative of your LiveRamp campaign should match the attribute value you chose to create the audience (e.g., the specific brand, category, etc.).
Depending on the type of category, you should consider whether to include or exclude past purchasers. Past purchasers will be included in the Category Preference audience by default, as they will likely have very high preferences for the attribute you used as an input. However, if you are looking for existing contacts that have a preference for a product or category that is rarely purchased more than once, like a refrigerator or a mattress, you should consider excluding past purchasers from the audience to avoid targeting them with your LiveRamp campaign. Exclude past purchasers by using the Customer Behaviors filter within the Audience Builder.
If you find your campaign is performing very well, you can consider lowering the level of preference to broaden the audience and increase the reach of the campaign. If your campaign is not performing as well as you would like, you should raise the level of preference and/or consider layering in the Predictive CLV filter to remove low CLV contacts from the audience. See PCLV best practices below for more detail.
PREDICTED CUSTOMER LIFETIME VALUE
Another commonly used filter for LiveRamp campaigns is Predicted Customer Lifetime Value (CLV). It’s great for when you want to divide LiveRamp targeting across your entire customer list. For example, events, sales, or promoting products and categories you know will appeal to your entire customer list. By splitting up your customer list by Predicted CLV, targeting can be optimized to improve ROI on your campaigns.
For example, one client discovered such a low ROI on their Low Predicted CLV audience that they were able to boost overall campaign ROI by over 50% by shifting specific targeting and offers to higher Predicted CLV audiences.
SUGGESTED STRATEGIES
Try dividing Predicted CLV into thirds – High (Top 33%), Medium (Between 33% and 67%), and Low (Bottom 33%), plus a fourth audience for Unknown Predicted CLV contracts. These four groups encompass your entire customer list.
For a campaign targeting your entire customer list, create four identical LiveRamp campaigns, and target each campaign against one of the four CLV audiences.
Be sure to include Unknown Predicted CLV in your campaigns as we’ve found the performance to be higher on this group than the Low Predicted CLV folks in many instances.
OTHER USE CASES
POST-PURCHASE CROSS-SELL
Automatically target recent purchasers with products they are likely to buy in addition to what they already bought. To create this audience, choose a preference to a specific category you think will be a good cross-sell option in general (e.g., speakers).
Create an Audience of customers who have made a purchase in the last 7 days who have NOT bought Speakers in the last 7 days but who have a High or Very High preference to Speakers. This is a group of customers that bought something other than Speakers, but have demonstrated a strong interest in Speakers. Create a Campaign with Speakers creative to target against this audience.
REACTIVATION/WINBACK
Target a win-back or reactivation offer to customers that have become At-Risk in the last 7 days. Reactivate them before they become Lost customers.
Best practices here would be to include some reason for the customer to reactivate, such as a special discount just for them or free shipping. You can make a few adjustments to improve performance here as well, such as layering in the Predicted CLV filter to remove low value customers, as well as layering in category affinity to show creative based on a customer’s personal product preferences.
DISCOUNT PREFERENCE
Separate your mark down price buyers from your full-price buyers. There are different options of how to use this segmentation. For example, you could simply offer different discounts to the two groups using promo codes within the ad creative or copy. Alternatively, if you’re doing a site-wide promotion, you could do a pre-sale event for full price buyers, and then exclude any recent purchasers when you promote the sale event to the whole customer base.
FAQ
Q: Do I need Bluecore assistance to setup any new LiveRamp audience sync?
A: No. You should be able to do this self-service in the platform.
Q: What is the audience name created in LiveRamp?
A: The audience segment configuration is handled by the customer's internal or LiveRamp teams. Bluecore just provides the ability for audiences to be available via csv files on SFTP.