Send audiences to LiveRamp

LiveRamp allows clients to combine customer data from various online and offline sources, centering around the use of web cookies that allow websites to remember visitors.

This topic describes the steps that are required to configure campaigns to send email address, phone numbers, and other profile attributes to LiveRamp.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring LiveRamp as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to LiveRamp as part of a campaign you will be required to choose specific attributes to send.

LiveRamp supports the following attributes: email address, phone numbers, and other profile attributes.

Build a campaign

Use the campaign editor to build campaigns that send data to LiveRamp. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to LiveRamp.

You can associate records in Amperity to an audience in LiveRamp by sending a combination of identifier data and query data. LiveRamp uses:

• Identifier data to match records to other identifiers in the LiveRamp Identity Graph.

• Segment data to group records into segments based on certain attributes for downstream targeting, measurement, and personalization.

LiveRamp requires an audience ID. This may be a client customer ID from another application, it may be the LiveRamp audience ID itself (from LiveRamp data that was imported to Amperity), or it may be the Amperity ID.

Important

LiveRamp terms of service restrict PII data – government-issued identification numbers (like social security numbers), financial and customer account numbers, birthdates, gender, email addresses, names (first, last, and full), and similar data – should be excluded from campaigns that are sent to LiveRamp.

Important

Use the Edit Attributes feature to select the right set of attributes, such as email address, phone numbers, and other profile attributes, to LiveRamp to support any downstream workflow.

To build a campaign

	The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. After the campaign builder opens, give your campaign a name. Tip The campaign name will always appear in the filename that is sent to any destination. Use good naming patterns for the campaigns you will send to LiveRamp. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in LiveRamp by users who may not be the same users who built the campaign in Amperity. Avoid duplication between campaign and treatment group names. Avoid using LiveRamp in the name unless the campaign is sent only to LiveRamp. Use a naming pattern that ensures the campaign name works across every treatment group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.
	All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.
	Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.
	Some campaigns have just one audience, while others have many and require sub-audiences. Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in LiveRamp. Click Add treatment to add another treatment group to a sub-audience. The total percentages for all treatment groups (and the control group, if present) must be 100%. Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.
	Assign LiveRamp as a destination for at least one treatment group, and then edit the attributes for the sub-audience to ensure Amperity is sending the right data to LiveRamp.
	Click Edit attributes to review the attributes that Amperity will send to LiveRamp. You must select the set of attributes that are sent to LiveRamp. Review your downstream requirements, open the Edits attributes page, and then select the attributes you want to send to LiveRamp for this campaign. Amperity pre-selects the list of attributes that may be sent to LiveRamp. The Edit attributes page for LiveRamp is similar to: Note The Merged Customers table is the default table from which data is sent to LiveRamp, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.
	A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.
	Enter the date on which you plan to launch your campaign in LiveRamp. This date helps Amperity improve results tracking and campaign results measurement.
	When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. Note Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to LiveRamp. Please allow for enough time for Amperity to complete this process before starting a campaign in LiveRamp.