mParticle ProductJune 27, 2018

Improve targeting with Google Customer Match

mParticle’s new integration with Google Customer Match enables marketers to use first-party CRM data to fuel paid media buying.

Digital marketers widely acknowledge the importance of harnessing first-party CRM data to fuel paid media buys. Unlike cookie-based ad targeting, identity-centric audiences can be used to eliminate fraud, personalize experiences across devices, and measure conversions across online and offline channels.

Of all the benefits of identity-centric targeting, a recent e-Marketer study found the most popular to be the increased effectiveness:

However, creating the most relevant and impactful ad experiences takes more than having the right data; it also requires the ability to activate that data quickly and at scale.

That’s where mParticle comes into play. Typically, if you wanted to build an identity-based campaign audience it would have been a highly manual endeavor. You would need to run a few queries to pull a customer list, reformat the results into a CSV file that adheres to each platform’s specific requirements, and then upload it to each platform individually. Then, you would need to repeat this process, again and again, to ensure the targeting list doesn’t go stale.

Using mParticle, you can manage segmentation and connection to the leading identity-based media platforms without engineering involvement—and keep everything updated in real time. mParticle’s Audience API integrates directly with Facebook, Twitter, Pinterest, Snapchat, and, with our latest release, Google.

No other Customer Data Platform offers such a breadth and depth of engagement opportunities! Of course, in addition to the media platforms just mentioned, brands can also use mParticle to sync audience segments to marketing clouds, email service providers, and more.

Specifically, mParticle’s new Google Customer Match allows marketers to:

  • Build audiences based on any combination of customer data. mParticle shares the audience with Google, which then makes a match within their user base using identifiers like email, mailing address, phone number, and more.
  • Coordinate their Google Ads campaigns with other platforms like Facebook, Snapchat and Twitter because the audiences built in mParticle are platform agnostic and can be shared across multiple marketing and advertising platforms.
  • Avoid wasted ad spend with the ability to build and share a dynamically updated suppression list with all advertising platforms. Upon conversion, users are automatically moved into the suppression list and stop receiving ads.
  • Top brands like Spotify, Overstock, and NBC use mParticle to coordinate their advertising efforts across platforms like Google Ads and Facebook. They get campaigns up and running faster, avoid wasted ad spend, and eliminate tedious resource intensive processes.

To learn more about mParticle AudienceSync, or our new Google Customer Match integration in particular, contact us.

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