Turning 25 years of first-party data into a transparent omni-channel media strategy

Redefining customer experiences and expanding personalised brand engagement through first-party data activation

  • +757%

    Increase in first-party data media activation

  • 180

    Always on customer segments over 40 channels

  • 2:1

    Return on investment for first campaign

Challenge

For over 25 years, health and beauty retailer, has run one of the UK’s most popular loyalty programmes. It was initially set up to reward loyal customers by exchanging amassed points for products, and later on to provide personalised experiences that delight, fuelled by data. 

As of today, this program has resulted in a really rich heritage in customer first-party data, giving the beauty retailer an understanding of customer preferences and life stages. What it couldn’t tell them was what channels their brand was being experienced, and which of their media campaigns correlated directly to purchases online and instore. 

The company wanted to combine their own first-party data, such as transactional and online behaviour, with data from other sources safely and securely. The objective was to strengthen detailed customer profiles, and create connections into platforms that allowed the beauty retailer to inform their own media activations, targeting, insight and measurement activities in a privacy-centric way. 

Solution

The health and beauty retailer worked with LiveRamp, utilising their data collaboration platform to bring all their data silos and combine into a one platform. This enabled the brand to get a single customer view, and structure their data in such a way that made it privacy-consciously actionable in terms of;

  • Planning, audience build based on first-party data, creating and amplifying audiences for targeting and personalisation  
  • Controlled activation across connected media platforms, with full messaging and frequency control
  • Omni-channel measurement and attribution, bringing together event-level conversion and exposure data to measure the impact of ad spend 

Advanced insights, unifying disparate data sources to create a complete view of their customer for modelling and analytics.

 

Results

The CMO of the health and beauty retailer described working with LiveRamp achieves “extraordinarily strong results”

The relationship with LiveRamp began in 2020. At that time, the beauty retailer were able to activate their data against just 7% of their media buying, but were seeing return on investment of 2:1. Encouraged by these results, the level of where first party data is activated against media buys is at 60% (and growing). This equates to a rise of 757% over the last 3 years. 

The beauty retailer connected their first-party data into 40+ media platforms in a privacy centric way via LiveRamp’s data collaboration platform, enabling activation across digital, social, audio and CTV with personalised experiences and a media exposure to purchase view. They now have over 180 ‘always on’ segments available to run media against as and when channels are in use, and are able to prove and attribute the value of their marketing investment.

  • 757% growth media activated influenced by first-party data
  • Personalised experiences via 40+ platform privacy-centric connections across digital, social, audio and CTV
  • 2:1 ROI for first campaign
  • 180 ‘always on’ segments

Get started today

Would you like to fuel your brand’s growth using data? Get in touch today.

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