February 27, 2013
SteelHouse Includes CRM Retargeting to Its Incorporated Marketing Portfolio
By Carolyn J Dawson
SteelHouse has enhanced its incorporated marketing portfolio with the inclusion of Customer Relationship Management Retargeting. Brands can advantageously utilize their valuable assortment of CRM and offline information with CRM Retargeting, thereby touching base with an increased number of customers on the Internet. A supplementary method for incorporating and reinforcing data-driven marketing campaigns across multiple channels will now be offered by SteelHouse in association with LiveRamp to marketers, brands and ad agencies.
Shoppers who have not made a purchase lately, searched through a website, or read an e-mail from an organization in a specified period of time can now be re-connected using CRM Retargeting. According to LiveRamp, users who are contacted via CRM Retargeting are 400 percent more liable to transform into a customer.
In a statement, Mark Douglas, president and CEO, SteelHouse said, "It's crucial to marry offline and online data for a complete picture of the customer you want to reach. CRM Retargeting is a must-have in a marketer's tool-kit as it offers them another way to tap into their customer data and weave it into multiple campaigns. SteelHouse already has strong reputation for how we aggregate consumer data, make it accessible, build segments, and target our marketing campaigns. Working with LiveRamp is the perfect partner addition, allowing us to apply offline customer data to ensure effective campaign visibility beyond the inbox."
Users’ e-mail or physical mailing addresses are compared with a huge network of unknown Internet users by CRM Retargeting. The data in a business's CRM is first encoded by SteelHouse and uploaded to a protected server. Subsequently, SteelHouse searches for matches with current unknown Web users, whose list has been collected via associations with well-known online publishers. SteelHouse customers will therefore be able to provide custom-designed display campaigns to users throughout the Internet after a match has been located.
Auren Hoffman (News - Alert), CEO, LiveRamp said, "LiveRamp is excited to partner with SteelHouse and help clients leverage their CRM data within the SteelHouse platform. SteelHouse's targeting and message optimization capabilities paired with LiveRamp's ability to match CRM data online creates a powerful marketing tool for today's sophisticated digital marketer.”
Edited by Brooke Neuman