One of the company's clients, marketing services firm Epsilon, will use GetOnboard to give retail clients a better picture of how online and offline campaigns have reinforced each other (or not).
"Retailers expect us to measure the in-store impact of online advertising campaigns," said Kyle Antoian, Epsilon's VP business development for online solutions. "We have access to transactional data from call centers, in-store, online and we're able to tie all those touchpoints together."
For Epsilon, GetOnboard serves two purposes, Antoian said. First, it's an audit tool that ensures its data is flowing properly to ad networks and DSPs it works with. Secondly, it has additional controls around audience segmentation. "We can now build new audience segments and profiles on the fly and instantly get that out to ad networks and DSPs in a matter of minutes," he said. "We're also a manager of first party client data. LiveRamp is the conduit for getting that data out to the ad networks and DSPs we work with. If there's a problem, we'll be able to see them and fix them more quickly."
The overall goal is to align CRM with advertising decisions, LiveRamp's May said. In essence, marketers have a part of their company that's directly responsible for handing CRM, which includes email and direct mail. And another part of the company deals with social media – which often bleeds into CRM – display and search advertising.
"People with the data in one part of a company and the people who need access to those analytics are increasingly sharing their competencies," May said. "We're seeing the organizational siloes come down between CRM and advertising. In digital, they're already merging into one consistent marketing strategy. Offline is catching up to that."