Tying In CRM Data With Media Buying
Companies have customer relationship management solutions for many reasons – lead nurturing, customer service and more – but the enterprises that are truly maximizing their return on investment with the software solutions are integrating their CRMs into nearly every aspect of their businesses.
Yashi, a provider of location-focused online video advertising, recently announced a partnership with LiveRamp (which provides data onboarding and was acquired by Acxiom earlier this year) to enable marketers to use their CRM data to target specific customer segments, improving precision and relevancy when buying media on Yashi's platform.
"Yashi offers advanced geotargeting capabilities that help marketers optimize digital video advertising campaigns," said Auren Hoffman, CEO of LiveRamp. "We're excited to help Yashi customers experience even greater value by connecting more data to Yashi's media platform."
According to Yashi, marketers will benefit from this partnership by using LiveRamp's data onboarding service to anonymously connect siloed customer data, such as purchase history, to the Yashi technology stack, where it can be used to define target audiences for online advertising campaigns. Marketers can then measure and visualize ad campaigns in real-time through Yashi's platform to maximize the impact of their campaign spend.