An overwhelming majority (98%) of marketers agree that personalization helps advance customer relationships, with 74% claiming it has a “strong” or “extreme” impact. The problem, however, is that layering on too many types of targeting variables in the name of personalization impacts the ability to scale.
Introducing IBM Predictive Audiences: a new solution that helps solve this exact challenge by combining the latest in AI technology – deep learning with neural networks – with LiveRamp’s IdentityLink to help provide marketers with advanced lookalike models of their target consumer, resulting in greater targeting precision and contextual relevance.
The solution works by layering multiple, continuous data signals such as location, weather and/or first-party CRM data, and trusted third party data from LiveRamp Data Store to identify users that are most or least likely to take a desired action. Predictive Audiences was designed for advertisers looking to drive outcomes through retargeting or prospecting, is available as custom audiences in LiveRamp and can be applied to media across the digital ecosystem.